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伴随着媒体市场化的发展,收视效果的评估与预测在电视台的营销决策中作用越来越大。伴随着电视业市场化转型的步伐,多数电视台从90年代后期开始使用收视率数据,我国电视业在微观上和操作上确立了以收视率为代表的市场化指标导向,任何宏观上的方针政策、理论上的观念纷争,最终都要落实到这个关键处。电视剧与综艺节目、新闻历来是拉动电视台收视的三驾马车,据央视-索福瑞的电视节目类型市场份额统计,电视剧占据9%的市场份额,位于综
With the development of the market-oriented media, the evaluation and prediction of audience rating plays an increasingly important role in the marketing decision-making of television stations. With the pace of marketization transformation of the television industry, most television stations started to use ratings data from the late 1990s. At the micro level, the television industry in our country has established a marketization-oriented index represented by the audience rating on the micro-level and in operation. Any macro-level guidelines and policies In theory, the concept of disputes will eventually be implemented at this crucial point. TV series and variety shows, the news has always been to pull the television station Troika ratings, according to CCTV - Suo Furui TV types of market share statistics, the TV drama occupies 9% market share, located in the comprehensive