Research On Factors Influencing Audience Rating Of TV Programs

Television media in China, under rapid development, is bringing great benefit after market-oriented reform. Television media is related to the advertising revenue directly and advertisers choose television media with the standard of audience rating. This article is written to make a systematic analysis on audience rating and to improve audience rating finally.This article reviews analysis on audience rating in the history, puts forward its deficiency and discusses how to improve the evaluative system of audience rating. This article draws relative comparison of the development and practical situation between different TV columns through systematical investigation and analysis on the audience rating of TV columns at home and abroad, combined with the reality of typical programs in Zhejiang province and in Zhejiang TV station. Researches show that audience rating will change with the influence of external causes and internal causes. Besides, there would exist uncontrollable factors including national policies, audience characteristic, regional culture, distribution of time, self marketing as well as the content, form and character of columns. Media professionals are able to promote the factors which can improve audience rating and avoid the factors with adverse effect, to realize the accordance of program satisfaction and audience rating.This article makes discussion about how to improve audience rating further by means of document literature, comparative analysis and case study from the aspects of brand, orientation and promotion as well as raises some problems.