黃聿清、莊春發

Kirsten Y. C. Huang,Chuen-Fa Chuang

內容多樣化 ； 兩岸 ； 節目供需 ； 節目類型 ； 偏誤率

content diversity ； cross-strait ； supply and demand ； TV program type ； bias rate

本研究採取文獻探討與次級資料分析法，分析2003年到2007年台灣與大陸兩地在電視節目型態供應（播出）及需求（收視）數據表現，並比較兩岸節目供需比例之落差，也就是供需不均衡的表現，以瞭解媒體管理政策對節目類型供需多樣化的影響。研究發現：台灣節目類型在整體供應與收視面多樣化表現上，從2003到2007年均明顯高於中國大陸，但中國大陸與台灣兩者多樣化差異正縮小；台灣節目型態供需偏誤率在2003到2004年高於大陸地區，但2005年起大陸偏誤率首次超過台灣，形成完全不同之風貌。

Diversity is one of the key issues in communications policy. This study used the analysis of assessing the exposure diversity of the TV audience. Our study analyzed the 2003-2007 Nielsen and CSM People Meter TV ratings data for Taiwan and China. The study compared the media performance of Taiwan and China in the following three dimensions program-type supply, demand, and bias rate. The program-type supply contained programs that are available in the market. The study measured demand by examining the rating of the different programs. The researcher analyzed the differences between supply and demand to determine the bias rate. Taiwan and China developed different broadcasting policies and media performance during the fifty years of their separation due to diverse political and economic views. This study finds that the effectiveness of the policies do have an impact on content diversity.