NCCL101014-1010328

I

............................................................................................................ V .......................................................................................................... IX .......................................................................................................... XI ABSTRACT ........................................................................................... XV ............................................................................................ 1 .............................................................................................................................. 2 .................................................................................................................. 4 .............................................................................................................................. 6 ............................................................................................................................ 10 .................................................................................. 11 ........................................................................................ 11 ........................................................................................ 16 ............................................................................ 27 ............................................................................................................ 44 .................................................................. 47 ............................................................................................................ 47 ............................................................................................................ 52 .................................................................................................... 60 .................................................. 63 ............................................................................................................ 63 ............................................................................................................ 66 .................................................................................................................................... 80 .............................................. 81

II

................................................................................................ 81 .................................................................................................................... 84 ............................................................................................................ 88 ...................................................................................................... 102 ...................................................................................................... 103 .......................................................................................................... 104 ............................................................................ 107 ...................................................................................................................... 107 .......................................................................................................................... 108 ............................................................ 117 ........................................................ 135 1 ............................................ 159 2 ............................................ 171 3 ............................................ 183 4 ............................................ 195 ........................................................ 206 ........................................................ 211 ........................................................ 217 .................................................................... 223 ........................................................ 225 ................................................................ 227

III

........................................................ 229 ................................................................ 231 ................................ 233 ................................................................................................ 249 ................................................................................................ 261

IV

V

TQR .................................................... 30 .................................................. 47 .............................................. 52 ...................................................................... 64 .............................................................................. 66 .............................................. 68 ...................................... 69 .............................................. 70 ...................................... 71 .............................................. 72 ...................................................................... 73 .................................................................. 74 .......................................... 77 .............................................................. 79 .......................................................... 82

VI

.................................................................. 83 .......................................................... 85 .................................................................. 86 ...................................................... 87 .............................................................. 88 A .................................................................. 89 B ................................................................... 90 C .................................................................. 91 D .................................................................. 92 E ................................................................... 93 F ................................................................... 94 G .................................................................. 95 H .................................................................. 97 I .................................................................... 98 J ....................................................................... 99 K ................................................................ 100

VII

................................................................ 101 ........................................................ 102 .................................................... 103

VIII

IX

.................................................................................. 10 ...................................................................... 84 ............................................................................ 241

X

XI

AGB Nielson

XII

17 24 30% 70% 11 ABCD A 3.84B 4.83C 4.96D 4.79 EFGE 3.84F 4.39G 4.10 HIH 3.86I 4.87 J 5.71 K 4.25 4.64 4.11

XIII

60% 40% ( 102 103 )

XIV

XV

AbstractAbstractAbstractAbstract 1. The Purpose of the Study

Our country is at the key point of terrestrial television and cable television

digitalization, and of media convergence. Because there will be hundreds of TV

channels in the future, it is necessary to reexamine our classification principle of TV

channels and programs, and to emphasize on the problems of channel contents

evaluation which should be rebuilt and completed into a whole evaluation index

system. Due to the audience rate could not totally reflect how people satisfy with

the content of TV programs and channels, many nations started using index of the

quality of TV ratings to contain more items and index in to the evaluation of TV

content index.

To deal with the problem that mass media neglected their responsibilities as a

channel of voice and information but chasing after audience rate, we focused on

domestic culture and characteristics of mass media industry to develop a proper index

framework to evaluate TV programs qualities.

2. Methodology

In this study, we used three kinds of research methods to construct the index.

Firstly, we reached consensus of TV channel classification via focus group interview,

and secondly we used Delphy Method to generalize different kinds of programs

evaluating indicators and indicators weight. Finally, we invited anonymous people to

test our evaluating indicator system.

The conclusion of twice focus group interviews are as follow:

(1) There is a disagreement that whether there should be a more precise

classification of TV channel overseen by national supervisory authority. The

attendants of first focus group suggested that the AGB Nielson classification

standard used by the industry is not an ideal method. So, it is necessary that

supervisory authority should set up more precise principles for TV channel

classification.

(2) The second group thought that let Market decide the classification of TV

channel and the government should stay away from it.

(3)