Research On Audience Appreciation Index For Science & Education TV Programs, Practice In Shanghai Market

In the age of the rapid development of China's Television market, when people put their focus on the science and education programs, a sense of hopeless appears."TV ratings"is the solo method for audience measurement, but science and education programs remain a relatively low level of it. In other word, science and education programs are hard to survive in such a high competitive media environment and to attract advertisers'investment. Is there any solution to meet mass audience's needs and to bring more essentials of entertainment; being'elegant'or separating from audience? It remain a question what cause the trouble; what is the expectation of audience towards science and education program or do TV makers conduct a right positioning.When put apart of TV ratings, here comes"Appreciation Index"(hereafter AI). This methodology can apply to evaluate science and education programs, to acquire audience's needs and comments, a new way to approach for building a comprehensive assessment; nevertheless, it will help TV makers to know about audience and the changes of market; making progress.The methodology has been discussed in the dissertation, including design, method and process. After that, a field work research was conducted in Shanghai market; trying to accumulate essential experience on this and calling on more professionals and scholars to give attention to find a scientific method to assess TV programs.