The Survey Report About The Psychological Need And Use Behavior Of The Mainstream Audience Of "The Voice Of China"

In recent years, television has been challenged a lot while the TV show has been a contrarian soar. Under the circumstance of sheer competition in TV industry, TV show’s makers and TV stations have to strengthen the audience-centered consciousness and focus on audience investigation to stand out from the competition. TV audience investigations mainly include the rating measurement and and satisfaction survey. However, these investigations cannot offer effective and specific guides for TV show’s making, programming and advertising sales as a result of their own flaws. So innovation of method and idea in audience investigation is necessary and urgent."The Voice of China" is one of the most successful TV shows in China recent years, which has been praised as opening the era of TV show’s blockbuster by domestic media. So the research aimed to "the Voice of China" will be meaningful and valuable.This investigation combining the ideas of rating measurement and satisfactory survey, under the guidance of Uses and Gratification Theory and Maslow’s Needs-Hierarchy Theory, researched the mentality and behaviors of major audience of "the Voice of China" based in the rating data from CSM.This investigation takes questionnaire method. The respondents have been confirmed as 15-54 years-old urban audiences of Hangzhou who have once watched "the Voice of China" in TV, based the rating data from CSM. What’s more, the surveyor distributes questionnaires to the respondents in communities by PPS sampling and quota sampling.The investigation’s conclusion has been analyzed in 5 parts which are "the portraits of audience", "the analysis of demand", "the satisfaction of demand", "the analysis of behavior", "the overall evaluation". And the surveyor makes the cross-over analysis mainly by "age".According to the conclusions of investigation, the surveyor marks 5 keywords which are "music", "story", "information", "community", "interaction" to have a discussion and offer suggestions for the development of "the Voice of China" in the future.