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电视传媒业的竞争日趋激烈,很多电视媒体和广告主都将收视率这一量化指标作为评估电视媒体经营状况和选择广告媒体的主要标准,造成了一些媒体盲目追求高收视率而节目品质流于低俗的现象。社会经济的持续发展和人民文化素养的不断提高要求电视媒体进行绿色化经营。本文以CCTV的探索为研究对象,首先分析了媒体进行绿色化经营的不同要求层次,界定了电视媒体绿色化经营和绿色收视率内涵;在此基础上,针对收视质的评价,构建了一个全面评估电视媒体绿色化经营状况的绿色指标体系。
The competition in TV media industry is getting fiercer and fiercer. Many TV media and advertisers regard the quantitative index of ratings as the main standard to evaluate the operation status of TV media and select advertisement media, causing some media blindly pursuing high ratings and program quality flowing in Vulgar phenomenon. The continuous development of social economy and continuous improvement of people’s cultural attainment require the television media to conduct green management. This article takes the exploration of CCTV as the research object. Firstly, it analyzes the different requirements of the media for green management and defines the connotation of green management of TV media and green ratings. On this basis, a comprehensive Evaluation of TV media green management of the green indicator system.