Audience Research: Theory and Practice of Viewership Analysis

Author: Webers (USA), Falen (USA), Rich (USA), translated by Wang Lanzhu, Yuan Jingyan
Publisher:
Publish Date: 2004-09-01
Features: This series of books represents a beneficial attempt at innovation in television theory, possessing significant theoretical and practical value. For the first time from the perspective of television media management and operation, it summarizes existing academic achievements at both theoretical and practical levels, comprehensively and systematically explores the universal laws of television development, and combines China's national conditions to seek development paths for the Chinese television industry. The series is committed to promoting cutting-edge research, closely integrating with the reform practices of Chinese television, and strives to become scholarly works with solid foundations, novel and insightful ideas, and truly valuable references for television media management. This series of books represents a beneficial attempt at innovation in television theory, possessing significant theoretical and practical value. For the first time from the perspective of television media management and operation, it summarizes existing academic achievements at both theoretical and practical levels, comprehensively and systematically explores the universal laws of television development, and combines China's national conditions to seek development paths for the Chinese television industry. The series is committed to promoting cutting-edge research, closely integrating with the reform practices of Chinese television, and strives to become scholarly works with solid foundations, novel and insightful ideas, and truly valuable references for television media management. The first batch of the series will launch 5 books, divided into two major sections: theoretical foundations and practical applications. The theoretical section is further categorized into first-tier and second-tier disciplines. It includes "Television Media Economics," "Television Industry Value Chain," "Television Industry Regulation," "Analysis of the Television Consumer Industry," and "Television Audience Rating Analysis Handbook" (translated work). This series of books has the following four distinctive features: First, there is innovation in the foundational theories. The series includes the first work on the foundational theories of television media economics in China. Second, the research methods are relatively standardized. Television media management research is an interdisciplinary product of journalism and communication studies and economics. How to apply economic analytical methods to study the television industry is a new topic for China's communication academia. Third, the research content is relatively systematic. This series of books combines both theoretical and practical research; theoretical studies extend from first-tier to second-tier disciplines, while practical studies range from domestic to international contexts. It includes innovations in foundational theories, summaries of practical experiences, and introductions to classic international operational practices, making it an invaluable reference for both the theoretical and practical communities in television media. Fourth, the authors possess comprehensive academic backgrounds and practical experience. Most of the authors of this series have worked in the broadcasting and television industry, with some also engaged in management.