电视收视率与节目编排

发布时间：2018-07-18 08:12

【摘要】：正随着电视事业的不断发展,从众多的电视台中突出重围,增强屏幕的整体竞争实力,并取得最佳的社会效益和经济效益已成为各电视台整体经营的目标。而在经营中如何争取到精明的厂家和广告商的广告投入,是目前各电视台提高经济效益的主要途径。其中,电视台是否有较高的收视率便成了厂家和广告商广告投资的试金石和风向标,不断提高节目质量、提高收视率,已成为电视台整体营销策略的重中之重。然而一个电视台高收视率的取得,并非单纯依靠提高节目内在质量就可以达到。理论研究和实践表明,同样一档电视节目在不同的编排方式中也会产生完全不同的收视效果。因此,要取得电视节目的高收视率,除了要提高节目质量,还要讲究电视节目的编排艺术。在实践中,通过对高收视率的电视收视特征进行数据量化研究和综合分析、运用,可以有效促进收视率的提高。因此,收视率作为一项量化指标,已越来越多的被电视媒体重视和应用。
[Abstract]:With the continuous development of television industry, it has become the goal of the whole management of TV stations to get the best social and economic benefits from many TV stations, to strengthen the overall competitive strength of the screen and to obtain the best social and economic benefits. However, how to gain the advertisement investment of the shrewd manufacturers and advertisers is the main way to improve the economic efficiency of the TV stations. Among them, whether the TV station has higher ratings has become the touchstone and vane of advertising investment of manufacturers and advertisers. It has become the top priority of the overall marketing strategy of TV station to improve the quality of programs and improve the ratings. However, the high ratings of a television station can not be achieved simply by improving the internal quality of the program. Theoretical research and practice show that the same TV program also produces different viewing effects in different programming modes. Therefore, in order to obtain the high ratings of TV programs, we should not only improve the quality of programs, but also pay attention to the art of arranging TV programs. In practice, through the quantitative research and comprehensive analysis of the TV viewing features with high ratings, the application can effectively promote the improvement of the ratings. Therefore, ratings as a quantitative indicator, has been more and more attention and application of television media.
【作者单位】：梧州电视台节目部
【分类号】：G223;G222.3

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