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跨入新世纪以来,电视媒体间的竞争日趋激烈,且随着受众可选频道的巨增,受众的欣赏口味越来越挑剔,受众手中“遥控器”的使用概率也日益提高。据调查,1999年受众手中遥控器的换台频率是20秒左右,2000年缩减到8秒,到2001年已变成2秒左右。也就是说,现在的受众已经是非常成熟、内行的收视者。有人把电视传媒对受众的竞争称作“眼球竞争”,笔者认为,其实就是对受众“注意力”的竞争。电视节目只有吸引了受众的注意,才能给电视台带来高收视率和高广告额度,才能产生较大的公众影响力。因此,对受众注意力资源的研究和开发,将有助于电视台提高收视率,扩大传媒的影响力。
Since the beginning of the new century, the competition among television media has become increasingly fierce. With the increase of audience’s optional channels, the taste of audiences is getting more and more critical, and the probability of using “remote controllers” in the hands of the audience is also increasing. According to the survey, the frequency of changing the remote control of the audience in 1999 is about 20 seconds, which was reduced to 8 seconds in 2000 and to 2 seconds in 2001. In other words, the current audience is already a very mature, expert audience. Some people call the competition of the television media to the audience as “eyeball competition”. In my opinion, the competition is actually the “attention” of the audience. Only by attracting the attention of the audience can the television programs bring high ratings and high advertising quota to the television stations in order to have a greater public influence. Therefore, the research and development of the audience’s attention resources will help the television station to increase the ratings and expand the influence of the media.