The Television Viewing Measurement And Its Evaluation Application For The Internet Platform:Comparison And Reconstruction

The symbol for measuring the television viewing is the television audience rating,and the television audience rating has always been as the “common currency” for the advertisement trading of television,which is demonstrated in the industrial picture and professional vision with the images of authority,scientificity and impartiality.However,the media arrangement and communication ecology are appearing the key times changing due to the surging undercurrent of internet so that the close relationship between the television programs and the television sets has been damaged,the television viewing has been more and more broken away from the traditional television viewing mode,but the new media platform for viewing the television programs based on the internet has progressively penetrated to the society.The television programs have more communication platforms,as well as the digital television,IPTV,internet video etc.have provided the multiple channels for the transmission of television programs.When the television audience has turned to the new media platform,they not only watch,but also comment,perform interaction,forward for recommending,as well as the secondary transmission after edition and modification,they will also require the different content to adapt to the individual demands under the different scenes.Through integrating a large number of literature and research achievements at home and abroad,this study streamlines the current status for the television programs to be played by the multiple platforms,as well as performs the quantitative survey statistics for the watching behavior and habit preference used by the audience.In terms of the television viewing measurement for the internet platform,the development and innovation with respect to the measuring techniques at home and abroad have never been stopped;the monitoring technology of internet has the obvious improvements with the respects to the measuring speed,measuring precision and measuring coverage etc.comparing to the audience rating survey method of traditional television measurement.However,the new things will bring the new problems along with bringing the new looks.For example,the survey ethic and privacy protection issue,data island issue and data volume forgery issue etc.This research reviews the origin of television viewing measurement,streamlines measuring methods and technique evolution of television viewing,and explores the motivation and main driving forces behind the evolution that is not only the need in advertisement market rises at the beginning,the need to content quality promotion as well as propagation effect is also a great driving force,in the meantime,there is a relative great difference between domestic and abroad.It highlights the concepts of comparison,compares the audience behaviors for traditional television and new media platform,and the advantages and disadvantages for their measuring methods,as well as provides the important perspective and logic foundation for analyzing the cross-screen measuring dilemma being confronted at present,answering the worldwide difficult problem of cross-screen measuring.This papers raises that just like the watching behavior of audience becomes the mixing mode with the television-side,PC-side and mobile-side,the technical measure of multiple-screen measuring has also accessed to a times of mixing.The multiple data collection channels of multiple terminals are coexisting,and moving forward in parallel.When facing with the worldwide difficult issue of cross-screen measuring,this paper abstractly extracts three measuring logic “based on the measuring logic of audience,based on the measuring logic of channels and based on the measuring logic of content” on the basis of streamlining the various viewing measuring techniques and methods at home and abroad.It also raises the collusion and consensus of requiring to be adaptive to the national conditions of China,motivating the political power and promoting each party of industry chain.It applies the measuring logic based on the content to resolve the difficult issue of cross-screen measuring,as well as introduces the new thinking dimensions for the audience study and communication effect study under the environment of new media.The research also presents and analysis the writer puts and joins several pioneering experiments of screen-across measuring,trying to measure with the general standard of“viewing duration”,to realize horizontal comparison,conversion and adding up of terminal-crossing viewing behavior.The writer mixes viewing data of traditional TV viewing ratio and IQY and so on OTT,exploiting homologous data research of TV+OTT-crossing,to make beneficial exploration for new media measuring system establishment.The measurement is one kind of fact judgment and the evaluation is one kind of value judgment.What we are measuring determines what we are doing,what evaluation logic we are having determines what measuring indexes we will adopt.This study surrounds the application of new media viewing measurement in the evaluation system,explains the mentality and behavior of CCTV to absorb new media index into program comprehensive valuation system,streamlines and analyzes the programs evaluation system in the countries e.g.the United States,the United Kingdom and Japan etc.,as well as engages in multi-direction reflection of “affirmativelism”,“scale-adoration”,“self-report” and so on mistakes that exist in viewing measuring and valuation system under the present background of media conversion and sets forth regression to people-oriented evaluation,classifying evaluation and cross domain data connection,adhering to independent third party and so on revolution path.Based on China and referring to the foreign experience,it also tries to construct one set of pragmatic and effective cross-media television viewing measuring and evaluating system that complies with the national conditions of China so as to make a great contribution with the theoretical significance and practical significance for comprehensively evaluating the communication effect for the multiple platforms of television programs in China,promoting the new media transformation of traditional television industry,maintaining the market order of media surveying industry.