A Study On Improvement Strategies For TV Programs Hosted By Anchorpersons From The Perspectives Of Audiences' Expectation

With the progression of the industrialization of media and the introduction of market mechanism, there protrudes the importance of audiences in mass media. All these thus combine to trigger the strategic shift of TV programs hosted by anchorpersons from "sender centered" to "audience centered" . However, due to the lack of audience-consciousness, the actual shift is far from being full-fledged as it is now more a matter of concept. Therefore, a gap of considerable depth does exist between the status quo of the programs and the audiences' expectation.By presenting a large quantity of data and examples, and by resorting to relevant theories presented in such disciplines as mass media, sociology, and psychology, this thesis analyzes the audiences' status quo of the TV programs hosted by anchorpersons from the perspectives of audiences' status, their characteristics, their psychological appeal and their acceptance consciousness.This thesis focuses on the two-edged effect of audiences' expectation on the programs by anchorpersons, i. e. It can improve the programs, but it can also be misleading. To solve the problem, the programs must be scrutinized with reason, that is, the satisfaction of the audiences' expectation must guarantee an effective guide for the programs.Based on previous analysis, the thesis then suggests four possible strategies for improving programs by anchorpersons. Each tackling with different aspects: Firstly, focus on the programs themselves, namely, the orientations must be made clear, the programs types must be further divided, subjects chosen must be close to the audiences. Also, emphasis must be laid on creativeness of the programs, and "star anchorperson" can be relied on to establish programs of great popularity. Secondly, improve anchorpersons' personal qualifications, shape and select hosts or hostesses of wisdom, of expert knowledge and of unique individual properties. Thirdly, perfect the art of anchorship as well as the programs themselves so as to ensure effective transmission. Fourthly, make important program feedbacks, better the feedback mechanism in order to provide more accurate information for the improvement of the programs.