郑州市电视媒体收视摸排.docVIP

关键词]：电视频道 受众 收视行为 地方电视台 来稿选登 多频道时代，谁来关注我们的受众？ ----我国中部城市（郑州市）电视竞争和收视状况调查与分析杨 莹 工作单位：郑州大学联系方式：郑州大学升达学院教学4号楼313办公室 Email: yymarilyn@ 关键词：电视频道、受众、收视行为、地方电视台 Who Cares about Our Audience in the Multi-Channel Age? ---- Analysis of TV Competition and Viewing Behaviour in Zhengzhou City, Middle China Abstract: all these social contexts, the further reform and development of China’s economics system and the improvement of the people’s living of standard and the social cultural progress, provide a healthy environment for the reform of China TV industry both on the macro and micro level, and also on institutions and contents; meanwhile anther vital factor is the revolution of modern new multimedia technology. It very much enlarges the channel space, and for the audience, they have got more choices than before. Media technology is changing our life styles and thoughts and it has been shifted from “the Media-Scarce Age” into “the Media-Affluent Age”. What we need do now is to take more care of our audience. They are not just been satisfied to “View TV Programmes” but to “Want Good Programmes”. We have to think carefully about how to meet our consumers’ needs. This article will choose Zhenghzou City, capital of Henan province as the case study. It will attempt to provide the empirical research for the study of the further reform of China’s TV media, especially for the Middle and West China. The only way for us in the multi-channel TV competitive market is “Being Creative”. To a certain degree, creativity itself is capital and also competitive strength. Key Words: TV Channel、 Audience、Viewing Behaviour、 Local TV Station、 Creativity 一． 多频道时代的受众与信息选择 “尽管新媒体不断涌现，我们还是要花费几乎一半以上的娱乐休闲时间用于看电视。电视仍然是目前消费者主要的信息获取和娱乐休闲渠道。”英国传媒研究专家Tim Ewington 在其《受众与选择》一文中这样评价电视在现代人类休闲生活中的作用。 的确，对于我们来说，不难回忆起10年前这样的场景：晚饭时全家人围坐在电视机前观看中央电视台《新闻联播》，每逢周末也都会坐在一起欣赏中央电视台的综艺节目， 比如 《综艺大观》、《正大综艺》等在当时具有绝对影响力的休闲节目。每个家庭成员沉浸在其乐融融的家庭氛围中，电视成为“家庭沟通”（“ Family Communications”）的场所或者说是标的物，即体现出电视对受众（这里指以家庭为单位）的议程设置功能。 当时中央