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本研究借鉴国内外传媒研究者关于媒体质化研究的既有成果,集聚四家研究和调查机构及多名专家的智慧和经验,首次提出“电视媒体影响力指数”的概念和指标体系,并选取中央电视台、省级电视台、城市电视台三个层次共323个频道和60个全国收视率最高的代表性栏目,在全国35个中心城市对10500个样本进行了大规模的入户调查。分析结果表明,中央电视台是最具影响力的电视媒体,省级卫视影响力出现明显分化;电视栏目影响力上,中央电视台在新闻财经类栏目上优势明显,省级卫视在综艺影视剧类节目表现上与央视的差距正在缩小。本文还就收视率与影响力之间的相关性做了分析,并对这些研究结果的实际运用提出了策略性建议。
This study draws on the domestic and foreign media researchers on the existing achievements of media qualitative research, gathering the wisdom and experience of four research and investigation agencies and experts, for the first time put forward the concept and index system of “television media influence index” , And selected 323 channels of CCTV, provincial TV stations and city TV stations as well as 60 representative columns with the highest ratings in the country, and conducted large-scale household surveys on 10,500 samples in 35 central cities across the country. Analysis results show that CCTV is the most influential television media, the provincial Satellite TV obvious differentiation; TV column influence, CCTV has obvious advantages in the news finance and economics section, the provincial satellite TV variety shows in the variety show The performance gap with CCTV is shrinking. This article also analyzes the correlation between audience rating and influence, and puts forward some strategic suggestions for the practical application of these findings.