| Popis: |
How does PTS provide services of radio and television for audiences under thecompetition of numerous channels and without the support of related resources andpolicy ? Taking the scheduling strategy of ¡§PTS Evening News¡¨ as an example, this thesis analyzed the performance of its service to find this survival kit. Through this analysis of scheduling, it can reveal how PTS deal with public demands. The study adopted qualitative research method to interview five professional operators who are TV program planners and producers of PTS news to realize their articulation of public in service which are influenced by organization culture. By referring to the interview, it also further acted more review and examination of the appropriateness of publicity of PTS. Comparing to commercial broadcasters transmitted evening news at 7:00 pm permanently which competes with each others for advertising, it found that the scheduling strategy of ¡§PTS Evening News¡¨ is more flexible. The issue of suitable time for audience has been discussed since ¡§PTS Evening News¡¨ has started and it is also decided by PTS managers to strike the existed commercial patterns. And in the meantime, PTS also introduced ¡§multi-dimensional evaluation index¡¨ to measure the performances of programs and also expect to transcend the market rules that taking TV rating primarily. In addition, to understand the demands of audiences, PTS operators negotiate with audiences about this issue by the way of focus groups investigation. This paper then suggests that the scheduling strategy of PTS take the environment of multi-channels into consideration. PTS Evening News is most suitable to broadcast at 8:00 pm in this situation it mentioned. However, keeping away from 7:00 pm is not meant a supplement mechanism of commercial broadcasters. Instead, ¡§PTS Evening News¡¨ signified the value that commercial television company can not provide, and all the employees of PTS must compete with other news service using this time slot. PTS Evening News displays an audience profile that are mainly constituted by people who are ¡§the college-educated¡¨, ¡§the middle-aged¡¨ and ¡§office workers¡¨. It doesn¡¦t averagely represent every layers of people and bridge the gap from it followed expected planning. Therefore, the thesis proposed PTS to do a self-criticism about its whole programming strategy to reconstruct a clearer concept of serving public. Although PTS adopt ¡§multi-dimensional evaluation index¡¨, we found that ¡§TV rating¡¨ is still the key factor among the considerations when making decision. This study also suggested PTS to avoid glorifying ¡§TV rating¡¨ simply and more importantly should focus on the real needs among audiences. |
