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| April 2009 |
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8 |
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| 研究論文Research Articles |
| 收視率哪裏不對勁？有關台灣收視率的 批判性初探 |
| What’s Wrong with Ratings? A Critical Study on Taiwan Ratings |
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(3296)
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| 作者 |
林照真 |
| Author |
Lin Chao Chen |
| 關鍵詞 |
收視率、閱聽人商品、保證CPRP、AGB尼爾森公司 |
| Keywords |
ratings, audience commodity, CPRP Guarantee, AGB Nielsen |
| 摘要 |
本論文採取政治經濟學取徑，針對台灣的收視率使用情形進行初探性研究。本論文歸納指出台灣四個較具產業發展面相的收視率議題，進行問題探討。包括：（一）尼爾森公司與廣告結盟、收編電視頻道的策略；（二）受爭議的「保證CPRP」媒體購買機制；（三）以廣告收視率為交換貨幣所導致的問題；以及（四）電視節目內容任意切割進行排名之爭，都是台灣收視率引發爭論的幾個主要現象。 |
| Abstract |
Using a political economy approach, this paper explores the use of television ratings in Taiwan. This study tries to examine the influence of television ratings in Taiwan on the following: (1) The dominant strategy of advertisers and media. (2) The disputed media buying of “CPRP Guarantee”. (3) “Advertising exposure” as a market currency. (4) The disordered placement of TV programs. |
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| No.67 2024 January |
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| No.66 2023 October |
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| No.65 2023 July |
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| No.64 2023 April |
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| No.63 2023 January |
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