Bu Yu (data map)
Secretary of the Party Committee and Director of Jiangsu Radio and Television General Station, and Dean of the School of Journalism and Communication of Nanjing University, Bu Yu wrote an article "Technical Path of Precision Communication-Based on Jiangsu Radio and Television General "Taiwan as an example" wrote: In the new media landscape, we cannot allocate a lot of resources to content products that are ineffectively disseminated and inefficiently disseminated. The establishment of the awareness of accurate and effective dissemination must become the vane of integrated dissemination.
Jiangsu Radio and Television General Station draws on the practice of international advanced media organizations, and set up a program research and development and user research center, and established an audience test laboratory consisting of a testing room, a focus discussion room, and an observation room. The scale and equipment are leading at home and abroad Status: Established an exclusive audience sample library for the main station, covering 20,000 audiences across the country. It was officially put into use in October 2015. It was the first exclusive sample library built by domestic radio and television media and launched a WeChat-based mobile survey platform. In recent years, Jiangsu Radio and Television Headquarters has passed dial tests and focus discussions based on the audience test laboratory, online questionnaires based on the headquarter’s exclusive sample library, and its own mobile user surveys, targeting radio, television, and new media. We have conducted more than 100 topic surveys and more than 30 pre-broadcast tests. At present, user testing has been carried out on a regular basis in the aspects of news topic survey, program link innovation, creative concept and element survey, new program/brand program pre-broadcast testing, film and television drama procurement evaluation, and post-broadcast satisfaction survey.
's testing and research on user behavior and preferences provides a strong basis for the accurate placement of content and advertisements. The data obtained by scientific means supports the accurate dissemination of content products, reduces the production risk of large-scale programs, and improves R&D accuracy and market success rate.
This article is excerpted from "Media" WeChat public account
by "Yangtze River"
