Innovation of TV Ratings Measurement Method in the Digital Era

• Main Authors: Hui-hsien Chiu, 邱慧仙
• Other Authors: Niann-Chung Tsai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/00999742446856620270

博士 === 世新大學 === 傳播研究所(含博士學位學程) === 101 === Media is the continuance of people, who spend a considerable amount of time daily on media. While media industry runs on the feedback cycle of media itself, advertisers and the media’s purchase of various companies, the central guideline relies on the media measurement agencies. Since the rising of commercial TVs, rating measurement has become inevitable; however, the audience’ pattern of media usage has been transformed due to digitalization convergence, global networking, multiplied channels, multi-faceted platforms, various media vehicles and signal mobility. The original TV viewers are dramatically dispersed and deconstructed; hence the definition and measurement mechanism of TV ratings have to be reformed accordingly. Upon reviewing relevant documents, this research adopts comprehensive qualitative methods to further conduct secondary data analysis and expert interviews to answer the following questions: A, In the digital era, what problems does the current TV rating measurement mechanism face? B, what is the trend of TV rating measurement and industrial ecosystem? C, what is the direction and possibility of the new rating measurement mechanism? Based on the collected data, the researcher has compiled the revolutionary direction of current rating measurement mechanism, trend of the TV rating measurement, and analyzed the possibility and future development of new mechanisms such as media census data, cable network providers’ rating measurement, and the government-found third party agency. Finally the researcher provides some advice regarding the prospect of TV rating measurement mechanism in the digital era and the following research direction.