虛擬閱聽人？從回饋觀點分析台灣地區收視／聽率調查的現況──以潤利、紅木、尼爾遜台灣公司為例

Virtual Audiences? To Analyze Rating Methods of 1990s in Taiwan-- taking A. C. Nielson, Rainmaker, and Redwood Companies as example

國內廣播和電視產業近年一直面臨多頻道競爭與重組的變化，有關收視率或收聽率的調查公司也在測量儀器與方式上推陳出新。相關文獻曾對國內收視率調查方法提出檢討，相形之下，收聽率的研究比較有限，而且，少有文獻由閱聽人回饋觀點分析收視／聽率調查的現況，因此，本研究關心的層面包括：1.台灣地區現階段收視／聽率所建構的閱聽人概念？2.台灣地區現階段收視／聽率所呈現的回饋特性？為了探究台灣地區現階段收視／聽率所呈現出的閱聽人概念，本研究採文獻分析法，並以深度訪談方式訪問17位從事收視／聽率調查的專業經理人員、和廣播電視節目企製人員以及學者專家，分析台灣地區收聽率調查反映的聽眾概念、收視率調查呈現的觀眾概念，並從回饋觀點對現有收視／聽率調查提出討論與建議。90年代台灣地區的收視率調查方式已兼有短期、中期和長期方式，反觀收聽率調查仍以長期為主，偶有專案進行中期或短期分析。而且，長期的收視／聽率調查在閱聽人喜好和品味的剖析仍待加強。目前台灣地區對於收視率的觀念究竟是將測量母體界定為開機的家戶，或全台擁有電視機的家戶？也隨著測量方式有差異，而在一般使用的調查報告數據，其是否說明也待釐清。

As the reconstruction of radio and television industries have happened in recent years, rating methods and techniques are diversified. Related literature focuses on television rating issues, few research centered around radio rating. Further, little literature analyzes rating methods from the viewpoint of audiences' feedback. Therefore, this paper is concerned with the following research questions: 1. What is the concept of audiences from rating methods of 1990s in Taiwan? 2. What are the characteristics of feedback from rating methods of 1990s in Taiwan? This research, used literature review and indepth interview with 17 media research managers, producers, and scholars, is to discuss the concept of audiences. Suggestions on rating methods from the viewpoint of feedback is also proposed.