辩证对待收听率

• 作 者: 唐西湖
• 机 构: 湖南省衡阳市人民广播电台,
• 出 处: 中国报业
• 发表日期: 2012年16期
• 关键词: 广播电台 广播宣传 收听率 大众传播 节目编排 首要指标 节目质量 交通广播 电台节目 对象性节目

进入新世纪以来,随着各广播电视台竞争的不断升级,广播电台的经营意识和市场意识逐步强化。在激烈的市场竞争中,收听率逐渐成为广播电台节目编排、日常考核和广告经营的重要参考,也成为了衡量广播宣传效果的首要指标。因此,正视收听率,尤为重要。为此,笔者对收听率提出一些辩证的看法。

Since entering the new century, as the competition among radio and television stations continues to escalate, the management awareness and market awareness of radio stations have been gradually strengthened. In the fierce market competition, the listening rate has gradually become an important reference for radio programs, daily assessment and advertising management, but also become the primary measure of the effectiveness of radio advertising. Therefore, it is particularly important to face the listening rate. To this end, the author put forward some dialectical views on the listening rate.