第一部分 对《对话》栏目的收视习惯研究

Part 1 A Study on viewing habits of CCTV-2 Dialogue Program


Q1. 请问您每天看电视的时间大约有多少？ （单选）　　
Q1 How many hours do you spend watching TV everyday?
1~2小时在三大高校中都具榜首。 北大和人大的分析图很接近，因为他们都有相当一部分同学每天收看电视介于1小时以下。清华的学生似乎更乐于通过电视这个传媒工具了解外界世界，也显示他们关注时事的程度要高于北大和人大学生。 　　


Q2.请问您喜欢看什么类型的电视节目？ （单选） 　　

清华学生选新闻类的比率最高；谈话类在北大和人大均具榜首，人大是谈话类节目的高收视群，达46.6%。数据表明新闻类和谈话类节目颇受高校学生欢迎。清华学生的社会意识、新闻意识、信息意识都在他们对新闻类节目的青睐程度上表现出来。 　　

Q3. 请问您听说过或者收看过《对话》节目吗？ （单选） 　　

在三大高校中，收看过《对话》节目的学生比率都很高：人大超过90%，北大接近90%，清华超过80%。从未听说过《对话》节目的学生群比率很低，人大在这一项是空白（即人大的分析图中没有“从未听说过”这组答案）。 　　

Q4. 请问您经常看《对话》节目吗？ （单选） 　　

北大学生41%左右选择“5期以下”；清华学生介于“5期以下”与“5~10期”均等，约均在37%；人大学生选择“5~10期”居多，占约42.5% 　　

Q5. 请问你通常在周六什么时间看《对话》？（多选） 　　

通过调查发现观众对我们在２套的播出时间比较熟悉，特别是人大（达63.7%）。对４套的播出时间知道的不是很多，但相对４套的其他播出时间，上午的时间比较受欢迎。另外，由于４套有一大部分是海外收视群，不能在本次问卷调查中反映出真实结果。 　　

Q6.　您是在哪里了解到《对话》这个栏目的？　（多选） 　　

电视的传播在三大高校中均具首位，其次是朋友，报纸和网上。对于这个问题，三大高校答案的排序相同。我们可以看出，电视仍是传播的主要途径，大众传播也不容忽视。网上的传播力量没有我们预期的高。 　　

Q7.　您知道《对话》的主持人是谁吗？　（多选） 　　

张蔚在清华学生的回答中排在第一位。也许另一方面说明张蔚在哈佛的教育背景是吸引清华学子的关键。从中我们可以看到品牌、名牌意识对清华学生的影响力，以及他们的敏感性。在北大、人大学生的回答中，沈冰均排在第一位。同时熟悉沈冰和张蔚的观众多一些。人大对沈冰(75.3%)、张蔚(69.2%)两位主持人的认知度，远高于清华和北大。另外，对现任《对话》主持人沈冰、张蔚、陈伟鸿三人完全熟悉的学生，人大的19.2%也高于清华的 3.2%，和北大的 11%。说明在三大高校中，人大学生是《对话》的忠实观众。 　　

Q8.　您最喜欢哪一类谈话题材？　（多选） 　　

经济热点在三大高校中均具榜首：北大70.3%, 清华64.5%, 人大80.8%。此外，文化焦点也是颇受关注的话题，在三大高校中均排第二位。　 　　

Q9.　您最希望和哪一类人对话？　（多选） 　　

三大高校对此问题的排序令人惊讶地相同，它们依次是：经济巨子在第一位，其后依次是著名学者，文化名人，传奇人物，平常百姓和政府官员。其中，北大学生选择“经济巨子”的占58.6%，清华占64.5%，人大学生占78.8%。三者除了都对经济巨子感兴趣外，著名学者也是不容忽视的力量。调查表明，政府官员不很受欢迎，这与日常的宣传和官员的自身形象有很大关系。调查结果也表明，节目带有很大的引导性。 　　

《对话》是经济类节目，而通过问卷调查我们发现，人大学生对经济的兴趣要高于北大和清华。因此，人大成为《对话》的高收视群及忠实观众也就不足为奇了。


第二部分 对《对话》栏目的收视满意度研究




注：在此部分，因内容繁多，只做特色分析。未一一解述之处均表明“三大高校的答案趋势基本相同，没有特别之处”。　　

Q10.　内容设计方面 　　

话题有新闻性：　三大高校的分析图走势相近，答“比较同意”的占多数（北大、清华均过５０％）。而在人大问卷的回答中，持“非常同意”态度的学生比率相当高。表现了人大学生对《对话》节目“新闻性”的肯定。 　　

话题有层次感：超过４０％的清华学生持“比较同意”的态度；人大学生“非常同意”的比例与“比较同意”相当接近。又一次说明人大对《对话》的肯定态度。 　　

话题有影响力：清华和人大的分析图非常相似。清华学生持“非常同意”的比率甚至稍高于持“比较同意”的比率；人大学生持“非常同意”与“比较同意”的比率很接近，“比较同意”的态度略高。说明清华学生对《对话》节目“话题有影响力”的肯定。 　　

其他（开放式回答） 　　

北大：知识性，新闻、时事性， 趣味性，深度，新鲜话题、争议人物，追踪报道，具全球性，大众化…… 　　

清华：挑战热点，深度，及时性、现实性，针对性，焦点性，青年/学生话题，追随时代步伐…… 　　

人大：时代性；时效性；专业性；互动性；震撼性事件；国际问题；加深内涵、通俗表现…… 　　

“既要区别于《实话实说》的‘百姓话题’，又要区别于《朋友》的‘名人情缘’，还要区别于《东方之子》的人物访谈。 您的切入点在哪里？我的浅见是： 既要‘对话’，就要强对流、就要形成思想风暴”（摘自中国人民大学哲学系2000级本科学生王硕的问卷） 　　

答观众： 我们《对话》栏目的整体、宏观切入点是： 　　

1. 全世界范围内举足轻重的嘉宾；　　

2. 经济前沿里有价值的思考；　　

3. 创造性的表现方式； 　　

《对话》推崇的一句话是：“永远不变的是变化”，这也是我们自己创造的一条理念。 对于每个节目本身，我们根据节目的不同论题、立意、形式等而有不同的切入点。 相信《对话》节目的忠实收视群会体会到这种特点。 我们从不希望简单重复，然而无论做何种形式的节目，《对话》的大方向是明确的。 　　

不知这样的回答是否令这位同学满意，同时谢谢您的宝贵意见。另外需要提到的是，在我们的问卷调查中，人大对本题的建议可谓详尽而妙语连珠。 　　

Q11.　嘉宾人选方面 　　

嘉宾与话题贴切：北大与清华的分析图趋势接近，持“比较同意”的学生占很大比例；人大学生，回答“非常同意”与“比较同意”的比率较接近。 　　

嘉宾有人格魅力：人大更推崇与肯定嘉宾的人格魅力，在“非常同意栏”，少有地出现了远具首位的情形（近４０％）。北大与清华的分析图趋

The first part of the "Dialogue" program on the viewing habits

Part 1 A Study on viewing habits of CCTV-2 Dialogue Program


Q1. Do you watch television every day about how much time? (单选)
Q1 How many hours do you spend watching TV everyday?
1 to 2 hours in the three universities have a top. The people's congresses of Beijing University and plans are very similar, because they have a considerable number of students per day watching television between one hour following. Tsinghua students through television seems to be more ready to understand this media tools outside world, it also shows the extent of their concern about current affairs and the people is higher than that of Beijing University students.


Q2. Do you like to watch what types of television programs? (单选)

Tsinghua students choose the highest rate news; Talk like Beijing University and the NPC are a top, the NPC's programs is the high ratings group, reaching 46.6%. Data show that news and talk programs popular college students. Tsinghua students social awareness, awareness of news, information awareness in their news programs in favor extent demonstrated.

Q3. Do you have heard or watched "dialogue" program? (单选)

In the three major universities, watched "dialogue" program have a high ratio of students: the National People's Congress for more than 90% of Beijing University nearly 90%, the university more than 80%. Never heard of "dialogue" program the very low ratio of students group, the National People's Congress in this is a blank (ie, the analysis of the National People's Congress did not "have never heard of" this group of the answer).

Q4. Do you often see "dialogue" program? (单选)

Beijing University students 41% or so, "five following"; Tsinghua students ranged from "five following" and "five to ten" equal, some are 37%; Students who choose "five to ten" most, accounting for about 42.5%

Q5. Do you usually see on Saturdays what time "dialogue"? (Multi-election)

Through our investigation found that viewers in two sets of broadcast time are more familiar with, especially the National People's Congress (up 63.7%). The four sets of broadcast time to know not many, but relatively 4 sets of broadcast time to other, more popular at the time. In addition, since the four sets of a majority of overseas ratings group, not in this questionnaire survey reflect the true results.

Q6. You know where "dialogue" this column? (Multi-election)

The spread of television in all three major universities with the first, followed by friends, newspapers and the Internet. In this regard, the three Universities Ranking the same answer. We can see that television is still the primary means of communication, mass communication should not be overlooked. The spread of the Internet we did not force the expected high.

Q7. You know that "dialogue" Who the auspices? (Multi-election)

Zhang Wei Qinghua students answered in the bottom of the first. Perhaps on the other hand that Zhang Wei in the Harvard educational background is the key to attracting Tsinghua students. We can see from the brand, brand name awareness of the influence of the Tsinghua students, as well as their sensitivity. At Beijing University, the students who answered, Shen Bing are ranked first. At the same time familiar with Bing Shen and Zhang Wei audience some more. Shen Bing Congress (75.3%), Zhang Wei (69.2%) of cognitive two facilitators, much higher than the Qinghua and Beijing University. In addition, the current "dialogue" host Shen Bing, Zhang Wei,陈伟鸿three fully familiar with the students and the NPC 19.2% higher than the Tsinghua's 3.2%, and Beijing University's 11%. In three of the University, students who are "dialogue" loyal audience.

Q8. What is your favorite type of conversation topics? (Multi-election)

Economic hot spots in the three universities of both the top: North 70.3%, Tsinghua 64.5%, the NPC 80.8%. In addition, the cultural focus is also popular topic of interest, both in the three Universities ranked second to.

Q9. You want most people and what kind of dialogue? (Multi-election)

Three major colleges and universities on this issue to the same sort Surprisingly, they are: economic giant in the first, followed by well-known scholars, cultural celebrities, legends, the normal people and government officials. Apart from the three are interested in the economic giant, is a noted scholar of force can not be ignored. Surveys show that the government officials are not very popular, and the day-to-day publicity and officials of the self-image of a great relationship. Survey results also show that a lot of programs leading.

"Dialogue" is the economic programs, and we found through the survey, students were interested in the economy is higher than that of Beijing University and Qinghua. Therefore, the National People's Congress as "dialogue" - the high ratings and loyal audience is not surprising.


The second part of the "dialogue" program of the ratings satisfaction study




Note: In this part, a result of numerous content, only characteristics analysis. Not stated in the January 1st of all that "the answer to the three major trends in college basically the same, without the peculiarities."

Q10. Content design

Topic news: three major college similar to the analysis of trends, the answer of "comparative agreed that" the majority (Beijing University and Qinghua are off 50%). In reply to the questionnaire of the National People's Congress, a "very much agreed" attitude of the student ratio is very high. Students who demonstrated the "dialogue" program "news" affirmed.

Topic structured flu: more than 40% of the Tsinghua students with a "relatively consent" attitude; Students were "very much agreed" with the proportion of "comparative agreed that" quite close. The National People's Congress has once again illustrated the "dialogue" affirmative attitude.

Topic influential: Qinghua and the analysis of the NPC are very similar. Tsinghua students with a "fully agree" or even slightly higher than the ratio of a "comparative agreed that" the ratio; Students who have "fully agree" with "agree" ratio is very close, "compared agreed" attitude slightly higher. The Qinghua students to "dialogue" program "topic influential" affirmed.

Other (open to answer)

Beijing University: knowledge, news, current affairs, interesting, in-depth, fresh topic, controversial figure, follow-up reports, a global, popular ...

Qinghua: Challenges hot, in-depth, timely and practical nature, direction, focus, youth / students topics to follow the pace of the times ...

NPC: the spirit of the times; Timeliness; Professional; Interactive; Shocking events; International issues; Deepening connotation, popular performance ...

"We should not only different from the" call a spade a spade " 'topic of the people', but also distinguishes it from" friends " 'celebrity love', but also distinguishes it from"东方之子"personage interviews. Where is your point? My humble opinion is: it is necessary to 'dialogue', to strong convection , it is necessary to form ideological turmoil "(taken from the Chinese People's University Philosophy Department, 2,000 undergraduate students WANG Shuo questionnaire)

FOR audience: we "dialogue" program as a whole, the macro point is:

1. World-wide important guests;

2. The economy in the forefront of valuable thinking;

3. Creative expression;

"Dialogue" is the preferred word: "that will never change is the changed", this is also our own creation of a concept. For each program itself, according to the different programs subject, and is, but there are different forms, and other entry points. Believe "dialogue" program will be a loyal audience understands this group characteristics. We never want to repeat simple, but no matter what form do the programs, "dialogue" the general direction is clear.

I do not know whether such an answer satisfactory to the students, Thank you for your valuable advice. Also mentioned is the need in our survey, the National People's Congress on the recommendations of this is that detailed and found something I liked.

Q11. Guests candidates

Guests and topics appropriate: Beijing University and Qinghua close to the analysis of trends, a "comparative agreed that" a significant proportion of students; People college students, the answer is "very much agreed" with "agree that" the ratio closer.

Guests Charisma: NPC guests more admiration and certainly the personal charisma, "very much agreed column," rare emerged from the case with the first (nearly 40%). Beijing University and Qinghua analysis of the chemokine