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经过近20年的发展,收视率已经成为电视行业使用最为广泛的节目评估指标,成为衡量节目时段价值、决定广告投放、调整节目设置、反映受众需求的重要标准。但是,我国收视调查市场尚未成熟,在快速发展过程中,行业监管缺位状况日渐突出,收视调查行业失范现象亦相当严重,业内外人士对收视调查的关注已经从技术层面转向行业体系层面,业界加强行业监管的呼声非常强烈。探索建立收视调查行业监管机制具有重要的理论与实践意义。
After nearly 20 years of development, audience rating has become the most widely used program evaluation indicator in the TV industry. It has become an important standard for measuring program time value, determining advertisement delivery, adjusting program settings and reflecting the needs of audiences. However, the market for the survey of ratings in China is not yet mature. In the course of rapid development, the absence of supervision and control in the industry has become increasingly prominent. The phenomena of anomie in the industry of survey and survey have also been quite serious. The concerns of surveyers in and outside the industry have turned from the technical level to the industrial system level. The voice of strengthening industry regulation is very strong. It is of great theoretical and practical significance to explore the establishment of supervision mechanism of the industry of ratings investigation.