广播电视宣传管理基本内容初探

运用现代管理科学指导广播电视宣传工作，是新时期广播电视事业发展的需要。广播电视宣传管理是整个广播电视管理系统的核心与支柱，其基本内容包括：(1)政策管理；(2)行为管理；(3)效应管理。     

论新闻现场直播在电视媒体业中的重要性

文章阐述了电视新闻现场直播的含义与地位，分析了其优势、特点及影响力，提出了做好电视新闻直播的策略。     

内蒙古广播影视资源产业化整合策略探析

随着文化体制改革的步伐加快和国内广播影视产业的发展壮大,全国范围内各类广电媒体间正在展开一场全面争夺广播影视资源的激烈角逐。面对如此形势,内蒙古广电业必须积极应对,本文通过分析内蒙广播影视资源产业化整合的必要性和可行性,对整合实施的方式和步骤进行了探讨。     

城市形象电视广告的营销效应研究

本文对中国各地城市形象广告投播情况进行了分析。以杭州在CCTV的城市形象广告效应为评估样本，探讨了城市形象广告如何在电视频道、栏目、时间、广告创意等方面进行合理的安排。作者最后提出了可资有关单位借鉴的6条建议。     

Do TV-aided model lessons in class improve student performance? Evidence from public primary schools in Papua New Guinea

Lack of access to high-quality education remains a serious concern in many developing countries. This is especially the case for rural areas, including islands suffering from a shortage of skilled teachers and sufficient educational equipment. We examine the impact of introducing TV-aided model lessons in class to enhance the quality of teaching (the EQUITV project) on the national examination test scores of Mathematics and “Combined Subject” (a comprehensive subject comprising 30% science and 70% social studies and other topics) as well as English in the final year of primary education in Papua New Guinea. We employ a panel event study to capture the different timings of the intervention across schools over multiple time periods. We find that the project significantly and robustly improved test scores for girls only in English 3 years after the introduction of the project, but no improvement was seen for boys.     

Market Power in Chinese Taipei: Laws, Policies and Treatments

The experience of Chinese Taipei shows that opening up a previously protected market to new entrants can be a more effective and reliable way to enhance competition than regulating the behavior of dominant or monopolistic firms. Moreover, when opening up the market, the liberalizing measures adopted by government should be market-structure-neutral. That is, it should not try to dictate the direction and results of market competition. A more pressure-resistant mechanism should be designed to deal with market power, taking the form of a regime that is cross-sector, independent and collective in its decision-making, such as has been the case with Chinese Taipei's Fair Trade Commission.     

An experimental investigation of the effect of TV cooking show consumption on children's food choice behaviour

For several decades, television consumption has been crucial in the complex web of factors underlying the obesity epidemic. It has been suggested that if television cooking shows would endorse healthy eating styles, they may have positive effects on consumers’ eating habits. This study empirically investigated the consequences of exposing children (N = 85, aged 9–12 years) to an existing television cooking show episode endorsing the consumption of fruits and vegetables compared with exposure to a non‐food‐related science show. The measures included pre‐test and post‐test attitudes toward health/nutrition and fruits/vegetables, as well as state preferences for a list of healthy and unhealthy foods. At the end of the study, children were separately given the choice between a popular cookie and a piece of fruit as a reward; this was used as a behavioural measure. The results of a logistic regression on the behavioural choice measure showed that the mere exposure to one episode of the television cooking show significantly increased the odds that the children would choose a piece of fruit over a cookie. Repeated‐measures analyses showed that watching this single episode also decreased children's state appetite for unhealthy foods. State appetites for healthy foods and attitudes toward health/nutrition or fruits/vegetables did not change after watching the television cooking show episode. In sum, existing television cooking shows that endorse healthy eating positively influence children's food consumption in the short term and may have the potential to be used as platforms for nutrition education.     

Consumers' attitudes and intentions toward Internet-enabled TV shopping

An increasing number of households are equipped with Internet-enabled televisions (IETVs) that yield opportunities for online activities. This research contributes by investigating the motivational factors of consumers’ attitudes and intentions toward IETV shopping. A quasi-experimental study in the environmental context of a living room was designed to explore IETV shopping behavior. Findings indicate that utilitarian motivations are determined by characteristics of technology and hedonic motivations from the physical environment. Attitudes toward IETV shopping are primarily influenced by hedonic shopping motivations. Conclusions suggest that by providing an IETV shopping app, retailers would make online shopping more enjoyable and comfortable for consumers.     

The effects of social TV on television advertising effectiveness

Social TV is the use of communication devices to connect with family and friends watching other TV screens. Plausible arguments suggest both positive and negative effects of social TV viewing on ad-effectiveness. This study contributes by providing evidence for the direction of social TV's effects. The results of a controlled laboratory experiment suggest that the benefits of social TV, principally its association with live TV and therefore less ad-avoidance, come at the cost of negative distraction effects. Like normal coviewing, social TV viewing distracts from ad-processing, reducing unaided recall and brand attitude favorability, compared to individual (solus) viewing. However, social TV messaging about ads improved brand attitude. Perceived creativity increased the likelihood of ad-related messaging. Social TV also has an additional source of distraction, multitasking, but in this study, multitasking did not further reduce ad-effectiveness compared to coviewing. The paper concludes with implications for advertisers and future research.     

An acceptance model for an Internet protocol television service in Korea with prior experience as a moderator

This study examines the effect of users' prior experience on the adoption behaviour in the Internet protocol television (IP TV) service domains. This article proposes a new acceptance model for an IP TV service considering the moderating effect of experience and verifies the model with an empirical study. Respondents are classified into either experienced or inexperienced groups according to their prior experience with the IP TV service. The results indicate that motivational factors used in our study affect behavioural intention. In addition, this study shows that the influence of extrinsic motivational factors on the behavioural intention are stronger for the experienced group than the inexperienced group and the influence of intrinsic motivational factors on the behavioural intention are stronger for the inexperienced group than the experienced group. This article concludes with study implications, as well as limitations and future research directions.