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论文编号：	3906
作者编号：	2120092507
上传时间：	2011/12/5 15:38:47
中文题目：	基于收视分析的电视节目编排策略研究 ——以沈阳广播电视台新闻频道为例
英文题目：	Study on TV Programming Strategy Based on Analysis of Ratings ——by Shenyang news channel of SRTV for example
指导老师：	马连福
中文关键字：	收视率，收视分析，节目编排，受众
英文关键字：	ratings，viewing analysis， programming， audience
中文摘要：	近年来，在电视行业不断推进的市场化转型过程中，“收视率”获得了前所未有的表达空间。从一个行业专有名词，到现在的经常被普通大众所提及；从我国加入WTO之初“与世界接轨”的硬性要求，到现在几乎成为4A广告公司的“行业货币”。收视率的高低直接决定电视台的营业收入，甚至关乎一档栏目的去留，收视率已经被看作一项衡量和评估电视媒体影响力和电视观众收视行为的重要指标。其实，收视率只是节目评估系统中对于收视分析各指标的一个代称，除此之外还包括到达率、市场份额、观众构成等一系列指数指标。 我们最熟悉的大众传播手段——电视传播是一种典型的线性传播，因此电视观众无法像报纸读者一样自主选择版块进行阅读，此时，节目的编排就显得尤为重要，因为不同的编排方式就会在很大程度上影响观众的收看效果，进而影响到电视节目乃至整个频道的收视率。可以说，科学合理的节目编排，在提升电视频道核心竞争力起着至关重要的作用。 影响节目编排的因素有很多，包括时间因素、观众因素、节目因素、媒体因素、市场因素和管理因素六大因素。但是节目编排者在实际操作中最为看重的就是观众因素，而观众因素需要考量的观众群的规模与结构、观众需求与偏好都要靠收视指标来体现。因此就确立了收视分析在节目编排过程中的重要地位。 本文从理论和实际两方面分别介绍了收视指标体系在节目编排上的策略和应用。在理论方面，分别介绍了节目编排的主要策略和“素菜增值”与“编播季”的相关理论；从实际方面，以沈阳广播电视台新闻频道的一系列改版编排案例上，不仅介绍了收视分析在节目编排上的策略和应用，更印证了收视分析对于节目编排以及频道经营的重要指导性作用和现实意义。
英文摘要：	In recent years, the TV industry continuously advancing market transition process, "rating" won the unprecedented express space. From one industry proper nouns to the present is often referred to the general public, from the beginning of China's accession to the WTO, which is said "connecting with the world" rigid request to now almost become 4 A AD of the company's "industry money". Ratings directly decided to TV business income, even for a future columns, ratings have been seen as a measure and evaluation TV media influence and TV viewing behavior is an important index of the audience. In fact, ratings just program evaluation system for viewing analysis of the index an appellation, and in addition also including arrival rate, market share, the audience constitute a series of index. Our most familiar public communication means-TV broadcasting is a kind of typical linear transmission, therefore television viewers can't like newspaper readers free choice in the same edition piece to read. At this time, program arrangement is particularly important, because of different layout will greatly influence the audience watch the effect and influence the TV programs and the whole channel ratings. We can say that scientific and reasonable programming, in ascending television channel core competitive power play a crucial role. Influence programming on a number of factors, including the time factors, the audience factors, the program factors, media factor, market factors and management factors of six factors. But programming people in the actual operation of the most important factors is the audience, and the audience factors need to be considered an audience of scale and structure, the audience needs and preferences on viewing indicators to reflect. Therefore, television analysis in the programming process established the important position. This article from two aspects of theory and practice are introduced viewing index system in programming on the strategy and the application. In theory are introduced, and the strategy for programming and "vegetarian value-added" and "making up planting season" related theory; From the practical aspects, news channel of SRTV a series of revision layout case, not only introduces the viewing analysis in programming on the strategy and the application, the more proved viewing analysis for programming and channel management important guiding effect and realistic significance.
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