论文部分内容阅读
本文基于对全国11家中央和省级电视台调查的第一手资料,描述和分析了目前各电视台观众反馈的现状,认为目前“定性”观众反馈方式兼具传统(来信、电话)和现代(手机短信、网络留言)双重特征,观众意见反馈量呈上升趋势,但是受重视程度不够,在应用的广泛性和在决策中的影响力两方面,均不及“量化”的收视率数据反馈。本文认为,电视业需要开辟更多适应观众需求的互动渠道,建立一种新的机制来平衡“数字受众”与“意见受众”这两种反馈模式之间的关系,以适应新媒体时代融合、交互、多元共生的传播趋势。
Based on the first-hand information on the survey of 11 central and provincial TV stations across the country, this paper describes and analyzes the current status of the audience feedback in various TV stations. At present, the “qualitative” audience feedback mode has both traditional (incoming letters and calls) and modern (SMS, Internet message) dual features, the audience feedback is on the rise, but the degree of attention is not enough, in the application of the extensive and influence in the decision-making are not “quantitative ” ratings data Feedback. This paper argues that the television industry needs to open up more channels of interaction to meet the needs of the audience and establish a new mechanism to balance the relationship between the two feedback modes of “digital audience” and “opinion audience” to adapt to the new The media era integration, interaction, multiple symbiotic communication trends.