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近几年,随着智能电视终端和互联网电视服务的兴起和发展,酷云科技、央视索福瑞和尼尔森网联等传统和非传统收视调查机构相继推出实时收视率产品,标志着中国收视调查逐步迈入“智能化”时代。那么,新生的收视测量产品在数据来源和测量方法上是否科学?界面、功能设计和实际操作体验如何?数据是否具有实际参考价值?都是业界关心并亟待解答的问题。本文拟通过对目前市场三款主流实时收视率产品的横向测评,并结合《新闻联播》的案例初探,向广大电视同行们分享中国电视收视测量向“智能化”转型的观察与思考。
In recent years, with the rise and development of intelligent television terminals and Internet TV services, traditional and non-traditional viewing agencies such as Cool Cloud Technology, CCTV Suo Furui and Nielsen Network have introduced real-time audience rating products in succession, marking China’s ratings survey Gradually into the “intelligent” era. So, the nascent audience measurement products in terms of data sources and measurement methods is scientific? Interface, functional design and practical experience? Data whether the actual reference value? Are the industry’s concern and urgent questions. This paper intends to share with the majority of TV colleagues the observation and thinking of the transition from China’s television viewing measurement to “intelligent” through the horizontal evaluation of the three mainstream real-time audience rating products in the market and the case study of “news network broadcasting”.