The Basic Elements Of The Television Program Evaluation Research

3 This article takes current situation of evaluation for TV program as breakthrough point. Try to study the basic elements of evaluation for TV program and their swing circumstances under different TV programs, and provide some ideas and methods to solve the existing problems in evaluations. Research on basic elements of evaluations provides a theoretical guidance and reference to how to earn TV's tiny space in the fierce competition, at the same time; it is one of the effective ways of improving the audience media literacy. This article mainly discusses from the following three parts:Partⅰ: Significance of current situation of evaluation for TV program and research on its basic elements. Research on its basic elements can provide some ideas for solving some current problems of evaluation for TV programs, like"one size fits all". Evaluation for TV program is an efficient way of managing it.The competition between TV media, in a final analysis, is competition of the program qualities. Comprehensive and reasonable evaluation for TV programs can prompt the appearance of competitive programs; thereby earn a space for it in the fierce competition. Meanwhile, the evaluation plays an important leading role in audiences'view, represented on increasing audiences'understanding ability and appreciating ability. Help the audiences with comprehensive and reasonable appreciations to improve their media attainment. Evaluation for TV program will enhance and lead its produce, and puts up a acknowledge bridge between audiences and media practitioners.Partⅱ: Analysis of basic elements of evaluation for TV program, including political ideological element, morality element, audience rating and satisfaction element, art element and technique element. In China, the existing public broadcasting television system, media is a mouthpiece for the government, and political ideological element is the most important element. In the new period, after the reform and opening policy, along with the development of market economy, the "duality" was broadcast and widely recognized. Broadcasting television has industry function and mouthpiece function. So evaluation should connect economic benefit and social benefit. Thus not only TV ratings are important element, but also technical and art elements from experts should be absorbed to evaluation system. The rapid development of media prompts the audience tastes to be more demanding and multivariate. Facing the competition and the audience demand pressures, Chinese television changes from "the media center" to "the audience center", namely to maximum satisfy requirements of audience. Therefore, TV audience satisfaction survey become an important part of evaluation.Partⅲ: Research on the swing circumstance of evaluation basic elements. The basic elements range and value different under different evaluation of TV programs. The evaluation systems in domestic TV stations are different, of which three are leading: evaluation system with audience rating and program cost (represented by Dongfang TV); evaluation system with program classification (represented by Hunan TV); and evaluation system with audience rating and satisfying (represented by CCTV). The basic elements are complete different under different evaluation systems.To cope with fierce competition, every TV stations should establish suitable media evaluation system by absorb the proportional elements to its own evaluation system, under national broadcast television management rule, with the actual situation and their needs. This is a continuous process of supplement and perfection. Studying the basic elements of TV program evaluation for TV media can provide some ideas and references to establish scientific program evaluation system.Evaluation of television program is a systemic and dynamic study, and value for us to make further discussion.