The Network Tv Audience Ratings

The traditional media as television have been facing new challenge with the fast growth of the so-called "Fourth Media" represented as Internet since the end of the last century. At the same time, the traditional ones that are taking priority over Internet will not completely give way to the latter. Therefore, the exchange and integration between different media make it possible that IPTV is becoming more and more popular.IPTV, which transmits its sound and image by Internet, is a new medium combining network media with television media. Convenience and speed, individuation and interaction enables IPTV having the indisputable status in our country medium market. However, IPTV program content lacks and the technological limitations in the Broad Net have become the important reasons that hindering its development. In the predecessor foundation, this article take audience' media using and IPTV program content as the research objects, combine IPTV medium characteristic, operation situation, the program content origin, the peculiarity of type setting, and analyze audience' watching behavior and mentality in virtue of comprehensive using of journalism, media science, communication, social psychology, computer science and other theoretics and method of relevant disciplines. This paper focuses on the perspective from the audience, and makes a study of the use situation of IPTV program content, inquires about the program content as the main problem and its causes. IPTV faces development opportunities and challenges. Against IPTV program content as the main problem with the use of the audience, in consideration of the external environment and internal factors role of the premise, in this paper, the author try to give reasonable proposal for the program content and make some predictions to the future development of watching behavior and program content.