| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 107 === In recent years, commercials have driven the development of most television firms in Taiwan. Especially, the Nielsen rates have played a dominant role because it is regarded that can precisely show the construction, ratio, and characters of audiences.However, it has been argued that can we get a holistic picture of the close insight of the audience by the mean of reviewing a quantitative outlet of Nielsen rates? As a result, the research will focus on figuring out the authentic interest of the audience through a selected program which is produced by Sanlih named “Light up Taiwan”. Accordingly,it will generate two particular research domain. Firstly, which factors can affect
audience by TV qualitative indicators? Secondly, evaluate the different results generated from TV qualitative indicators and Nielsen rates.
Compare to lots of TV qualitative indicators research has done by developed
countries such as the United Kingdom, the United States, France, and Canada, there is a limited source can be found in Taiwan. Hence, this research will start with a literature review of related papers, then move to an extension of two studies were conducted by National Communications Commission: Construction of TV Channel Content Measurement Indicators”(2010) and “Construction of TV Channel Content Measurement Indicators”(2014). Finally, this research will base on the selected program “Lightening up Taiwan” and generate a method of evaluating TV qualitative indicators for the general people as a way to judge the television program in the future.
The research conducted a quantitative method via sampling questionnaires on the internet to 416 respondents who are the loyal audience of “Light Up Taiwan”.Consequently, there are three prominent results have generated. First, story line, the portrait of the interviewees, the quality and diversity of the program can highly influence the feedback from the viewers. Second, the audience admire the program in two ways: innovation and Quality. Third, the innovation of “Light Up Taiwan” indicates a crucial impact on society.
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