郑州市电视媒体收视调查.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@ 摘要：国家经济体制改革的深化发展、人民生活水平的不断改善、社会精神文明的整体提高为我国电视媒体从宏观到微观、从体制到内容的改革提供了社会背景；同时,现代新媒介技术的飞跃发展使电视频道的空间迅速增加，观众的选择权越来越大。媒介技术改变了人们的生活方式和观念，我们从过去“媒介缺乏”阶段进入到了目前“媒介富余”阶段，而此时,我们更应该关注我们的消费者-电视观众。观众已不满足于“有节目看”的消费需求，他们“想看好节目”。如何满足电视观众的新需求成为当前电视人不断思索和探求的问题。本文选择我国中部城市郑州市作为研究对象，通过考察该地区的电视竞争和收视状况为我国电视媒体的深层次改革，特别是中西部地区电视媒体，提供研究范例。在这样一个激烈的多频道电视竞争环境下，我们只有“创新”才能有出路。从这种意义上理解，对于广大电视人来说“创新”的本身就是资本，就是竞争优势。 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 B