Diversity has described as one of the key issues in communications policy. “Content can be thought of as policymaking directed primarily at directly influencing the nature of the content provided by media outlet.” (Napoli, 2007) After being separated for more than fifty years, the two entities on either side of the Taiwan Strait have developed different broadcasting policies and media performance due to the widely diverse political and economic views. In this paper, by using 2003-2007 Nielsen and CSM People Meter TV rating data of Taiwan and China, the analysis of assessing TV audience’s exposure diversity was conducted. The media performance between Taiwan and China was compared with the following three dimensions: program-type supply, demand, and bias rate. The program-type supply is the programs which are available in the market. The demand is measured by the rating of different program-types. Bias rate is calculated by the differences between supply and demand. The finding of this study is, through an analysis of TV programs-type supply, demand, and bias rate differences, the policymaking effectiveness do have impact on content diversity to certain extent. In addition, this paper points out the critical point of TV program bias rate was found within these 5 years.
中文關鍵詞
內容多樣化，節目類型，節目供需，偏誤率，兩岸收視比較
英文關鍵詞
Content Diversity， Program Type， Program Supply and Demand， Bias rate， Cross-strait TV Ratings