Research On The Application Of Rating Measurement To TV Media Dominant Strategy

With china entries WTO and the big international media groups go into china,the china television medias are meeting extreme market competition. The increasing of the numbers of TV channels and TV programs makes the TV audience more and more critical,so the domestic TV industrial is forced to make their own dominant strategy to adapt to the competition under the conditions of market economy. Rating measurement,one way of TV audience measurements,could reflect the requirement of the TV audience and always regarded as a standard on estimating the TV programs and decision the price of TV advertisement. So as a very important issue,the TV manager and TV producer pay more attention to rating measurement in recent years.Rating measurement has been introduced to china for no more than 20 years,so there are so many problems about its understanding and its application. For instance,the rating(provided by CMS) was declared by the president at the Spring Festival Performance is exactly the rating of occupation. On the other hand,because the rating measurement is always regarded as a pure technology,the sphere of learning has not enough concern about it. But the environment of the TV media market has been changed,how to understand rating measurement and how to use ratingmeasurement to get more superiority in the market competition exactly influence the dominant strategy of TV media.This research is expected to use the detailed data to discuss the signification of the application rating measurement to TV dominant strategy. The first chapter gives the research purpose of this thesis and the definitions of related conceptions,and the history of rating measurement in domestic and oversea is reviewed in the second chapter. The third chapter focuses on the characters of media economy and discusses the importance of application TV measurement to TV media dominant strategy. The next two chapters sum up the specific ways about the application of rating measurement and analyze the problems in it.The fifth chapter put forward some new ways that could make the application of rating measurement better in the future. The last is the author' s suggestions.