How coviewing reduces the effectiveness of TV advertising

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer's attention from the screen. The reduction in TV ads' effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping ( × 8 fast forward), which reduces ad effectiveness almost entirely, leaving only 6% recall. This study concludes with some practical suggestions for improving the effectiveness of TV commercials seen by a coviewing audience.     

中英电视新闻的比较研究

对中英电视比较研究其＂样本＂是取于2004年1月15日至1月26日中国中央电视台（CCTV）的《新闻联播》和英国广播公司电视台（BBC—TV）的《9点新闻》、英国独立电视系统（IDV）的《10点新闻》三家电视台的三个重点节目。本文论述了其操作办法并根据分类标准对其内容加以分类统计;在分类统计的基础上进行对比研究,从中寻找出它们所显示的性质、特征上的异同。     

电视新闻评论探析

在全媒体时代,新闻评论成为衡量媒体水准的主要标尺之一。电视新闻评论凭借电视媒体视听结合的直观性特点,以独特、多样的节目形式,对具有较高新闻价值的重大问题和热点事件进行分析评论,是反映和引导社会舆论、推动社会发展的重要媒介。有文化深度、有思想碰撞的电视新闻评论越来越受到追捧。如何做得更好、如何脱颖而出,值得电视新闻工作者思考。     

Roadmapping 3G mobile TV: Strategic thinking and scenario planning through repeated cross-impact handling

In order to deal with growing uncertainties emerging in the 3G wireless industry and to preserve their competitiveness, managers involved in the wireless value network should identify future success very early and develop their strategic planning on time. This study, based on a Scenario Evaluation and Analysis through Repeated Cross impact Handling, allows the generation of both qualitative and quantitative scenarios and can be used as an operative planning tool. The dynamic forces driving the scenario are based on the main principles of system thinking and multiple features. The probabilistic data have been elicited with the help of 40 executives in USA and Europe working for companies in the different phases of the wireless value chain. Findings allow to identify basic trends and uncertainties useful to develop corporate or business strategies.     

Route factors influencing trust and attitude toward TV shopping

Television (TV) shopping has notably changed the way people shop today. Due to the high uncertainty and risk associated with TV shopping transactions, trust is crucial to facilitating the adoption of TV shopping. Drawing upon the elaboration likelihood model (ELM), this study examined the effect of route factors on trust and attitude toward TV shopping. While media richness, host interaction, and price fairness act as central cues, ease of payment acts as a peripheral cue. This study employed structural equation modeling, and the sample consisted of 460 TV home shoppers in Taiwan. The results indicated that trust and attitude develop through a dual route that includes a central route and peripheral route. Trust is an important mediator influencing the relationship between route factors and attitude. Moreover, user experience moderates the relationships in the model. Therefore, this study advanced the previous knowledge of the ELM in the context of TV shopping.     

Changing dynamics of the overseas marketplace for TV programming: The rise of international co-production

This article examines the recent strategy adopted by the US television production industry in coping with the changing worldwide media environment. Developments in the USA include the commercial networks' declining audience share, the increasing penetration of cable TV, and spiralling production costs; abroad, the coming of age and increased sophistication of the televesion industry and the strengthening of programme import regulations are significant. Access to foreign markets is becoming critical to the financial equation of US producers and distributors of high-budget TV programmes. International co-production is the response to the new dynamics of world-wide television programming and a product of economic necessities.     

地面数字电视广播传输标准SMCC+系统的关键技术

描述了由电子科技大学提出的地面数字电视广播传输标准SMCC (Synchronized Multicarrier CDMA plus)系统。通过与现有的地面数字电视广播(Digital Television Terrestrial Broadcasting)标准在调制方式、同步、信道估计、相噪技术、峰平比、编码等方面的比较，证明了SMCC 系统具有比现有的标准更优越的性能。     

卫星电视接收中的主要技术问题

本文是研制卫星电视接收站(TVRO)的技术总结.文中对系统G/T值、宽频带、解调门限、视频特性、伴音特性及平均无故障工作时间等六项主要技术关键进行了论述.     

谈广播电视“村村通”的创新意义

我国农村经过30多年的改革开放,发生了翻天覆地的巨大变化,为成功开辟中国特色社会主义道路、形成有中国特色社会主义理论体系积累了宝贵经验。在建设社会主义新农村,形成城乡经济社会发展一体化新格局的过程中实施的广播电视村村通工程,是加快发展农村公共事业,促进农村社会全面进步的惠民工程。文章认为,该工程是我国历史上前所未有的一次创新性实践。