Lesson 7 Television & radio 國立交通大學 人文社會學系 副教授段馨君

Outline What is television and radio Television’s New Frontier: 3DTV Example of presidential election Exercise: ABCtv’s proposal

What is television and radio The television and radio industry refers to the distribution of audio and video signals, namely radio or television programs, to a number of recipients through a broadcast system. With decoding facilities, viewer and listeners can access the content of the programs at home.

Famous TV brands

Famous Radio brands

Television’s New Frontier: 3DTV

3DTV sets Offer high definition stereoscopic images. Require to wear either polarized or shuttered glasses or goggles to get the desired effects.

3DTV sets Our brain then interprets the difference between the two images as being the result of different distances, creating the illusion of a 3D image. The red-cyan glasses then filter the light appropriately so that individual eyes only see the image intended for them. A 3DTV or movie relies on two slightly offset images, each individually tinted in ether red or cyan.

Isuppli estimation Isuppli predicts that 78 million television sets with 3D capability will be sold by the year 2015

Giga OM Pro’s estimation GigaOM Pro, a US consumer technology research group, has forecasted that 50 million 3D televisions would be available in the market by the year 2013. They predicted that consumer demand will be so great that content providers will rush to reformat old material in order to satisfy the demand for 3D programming.

3DTV manufacturers In 2010, most major TV manufacturers had plans to introduce their own 3DTVs.

The first commercially 3DTV Manufactured by TCL, a 42-inch LCD 3DTV called TD-42F. Released in the beginning of 2010. Price: US$ 20,000 No-glasses required. Eight lenses on the screen itself. Depending on where viewers stand in relation to the TV, the see a few of the images sent out from the screen, thus creating the illusion of 3D for everyone in the room.

3D Channels Sky 3D- the world’s first 3D channel, launched in 2010. Programs cover education, animation, sport, documentaries, and live performances.

Sky 3D TV Channel explained in full (2010). Source: https://www

Example of 2012 presidential election

排名 節目名稱 電視台 收視率 1 2012大決戰總統辯論特別報導 1.25 2 2012總統大選電視辯論 1.04 3 三立 1.25 2 2012總統大選電視辯論 公視 1.04 3 決戰拼台灣總統大辯論 TVBSN/TVBS新聞台 0.98 4 2012總統大選辯論會 民視 0.66 5 2012誰當家總統電視辯論會 年代電視台 0.46 第13任總統大選電視辯論會 華視 7 大選三國志總統辯論特別報導 東森新聞 0.42 8 2012總統大選辯論特別報導 東森財經新聞台 0.20

Example of presidential election 由收視率比例.大致可以分析出: 整體收視率5.47% TVBS和三立.公視.民視並列4個領先政治群. TVBS屬於較激進泛藍.約佔18%. 泛綠比較激進屬三立.約佔23%. 中間立場屬公視.約19%. 泛綠:48%  泛藍:29% Source: http://blog.xuite.net/bestdavid.lin/politics/54963301

Review of average viewing rates 總統大選對電視收視的影響是許多廣告主關切的議題。究竟收 視受大選影響的程度與範圍有多大? 時間又會延續多久? 商品 廣告會不會受到競選廣告的排擠呢?

Review of average viewing rates Q:大選能帶動收視率提升? 事實上，總統選舉對收視率的提升有限，且影響僅限於投票日 所屬的三月份。分析過去兩屆大選前半年的收視表現，僅有三 月的收視率小幅高於選前半年的平均值，約提升 0.02%的收視 率(圖一)。此外，所有頻道的接觸千人數同樣只在三月份有小 幅增加，約比選前半年平均值高出 3%(圖二)。也就是說，雖 然大選期間的確有更多民眾收看電視，但對整體收視率的影響 並不顯著，且影響的時間僅限於選舉當月。

Review of average viewing rates 圖一：2000、2004 總統大選所有頻道黃金時段收視率 圖二： 2004 總統大選所有頻道黃金時段收視率 資料來源：艾傑比尼爾森收視率調查 資料說明：黃金時段定義為 19：00–23：00、第十任總統大選於 2000 年三月舉辦、第十一任總統大選於 2004 年三月舉辦。2003–2004 每月平均收視率較 1999–2000 低並非受選舉因素影響，而是整體收視率普遍下滑關係

Review of average viewing rates Q: 選舉期間收看電視的族群與平日不 同? 有些人會認為，選舉期間增加的觀眾 群，應該是偏向對政治較熱衷的中高 齡人口，或是吸引平常不看電視的年 輕人。然而我們發現，即使是選舉最 熱的三月份，電視觀眾輪廓與其他月 份相比，也沒有明顯的改變(圖三)。 也就是說，大選事件雖然能吸引部份 平常較少看電視的民眾，但並不會偏 重於某些特定的年齡層。 圖三：2004 總統大選–電視觀眾輪廓

Review of average viewing rates 大選期間對觀眾收視行為較具體的 影響，在於民眾增加收看新聞類頻 道(圖四)。 例如以上屆大選為例，三月份新聞 頻道的收視佔比較半年平均值增加 5%。而無線四台則是佔比減少最多 的頻道類型，約較半年平均值減少 5%。 資料來源：艾傑比尼爾森收視率調查 資料期間：2003/10~2004/3 (第十任總統大選選前六個月) 資料定義：所有頻道黃金時段(19:00~23:00) 圖四：2004 總統大選–頻道類型收視佔比

Review of average viewing rates 商品廣告容易淹沒在競選廣告中? 一般商品廣告的播出時間的確會受到選 前密集的競選廣告所排擠，但影響較大 的時段只有在選舉當週。分析過去兩屆 總統大選期間政黨/競選廣告的秒數佔比， 都只在選舉當週達到高峰(圖五、六)。 也就是說，選舉當週大約每十支廣告就 會有一支競選廣告出現。其餘時間競選 廣告其實對其他商品廣告的影響並不明 顯。除了總統大選外，我們也發現立委 選舉廣告也呈現相同的情況(圖七)。 圖七：2008 立委選舉政黨廣告秒數佔比

Review of average viewing rates 圖五：2000 總統大選政黨廣告秒數佔比 圖六：2004 總統大選政黨廣告秒數佔比 資料來源：艾傑比尼爾森收視率調查 資料定義：廣告秒數時段為 02:00~25:59 全時段 資料說明：第十任總統大選於 2000 年三月舉辦，第十一任總統大選於 2004 年三月舉辦

Exercise: ABCtv’s proposal

Submitting a Proposal Step 1 After carefully reviewing our proposal guidelines, prepare your submission materials for mailing. Step 1 Download your program proposal application form from www.abctv.com.tw or call (02) 5234-5679 to request a form. If you are submitting multiple proposals, please send one application form for each project. Step 2

Submitting a Proposal Mail or fax your submission to: Dennis Huang Vice president, Program Development & Editorial Management ABCtv Headquarters 12F, 525, Cheng-Keng Road, Taipei, 101 Fax: (02) 5234-6676 Step 3

Submitting a Proposal These guidelines only apply to ideas for new TV programs. Producers wishing to submit their proposal for a continuing series, such as Taiwan’s got Talent or Living in Taiwan, please contact the primary producer of that program directly. ABCtv does not forward submissions to them Please note we do not accept proposals by email or phone.

Submitting a Proposal Step 4 Proposals and tapes receive initial review by the ABCtv Program Development staff. This process takes 2-3 weeks. If your proposal is accepted, a notification for a meeting will be sent to you one week after the initial review is done. Step 4 We regret that we cannot offer detailed feedback on every project received. ABCtv is not obligated to return proposal submissions and ABCtv is not responsible for lost or damaged materials. Please retain copies of all submitted items as they will be recycled or discarded upon completion of review. Notification

大學生了沒 節目工作人員的一天 (2008) Source: https://www. youtube. com/watch