The Audience Rating Report Of Beipiao TV Station

Since the implementation of the37th document “The Fours Stages TelevisionEnterprise” issued by the Central Government, China`s broadcasting and televisionorganization has achieved a qualitative leap. Being part of its four stages, county levelTV station plays an important role in enriching lives of the people, communicatingbetween the masses and government, and vitalizing local market. However as mostcounty level TV stations did not endeavor to adjust to the consistently changing externalworld, they are facing the hazard of being replaced by the new media. As a local media,for its lack of superior resources, county level TV stations are always staying at thebottom, enduring the fierce competition from the upper-stage media companies and othernew media types internationally. How to extricate from the crisis and benefit fromindustrialized management is the most urgent issue facing in front of each county levelTV station.The dissertation mainly applied questionnaire survey to investigate audience ratingsituation of Beipiao TV Station. Choosing audiences as the participants is to find out theadvantages and disadvantages of the TV station, therefore generates concrete reformmeasures. The suggestions summarized from the participants involves in2aspects:separating from the government and transforming the traditional management mode tofocus on valuable local news; recruiting and cultivating professional talents. The secondpart of the text analyzed the content of the program setting. The third part introduced thedifferentiating standard of the participants. As the essence of the questionnaire survey, thefourth part adopted stratified sampling method. According to the social composition ofBei Piao,600audiences were selected for the survey, answered questions concerning TVwatching habit, tendency, satisfaction with programs, recognition of advertisement andsuggestions of TV programs. Based on the result generalized, the fifth part bringsforward solutions solving the problems of Beipiao TV Station.