A Study of Audience Motivation and Satisfaction of Da-Ai TV

• Main Authors: Chiang Hsu, 許薔
• Other Authors: Jy-Kuang Fang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/74897460623180474688

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === Based on the data and samples drawn from Da-Ai TV, a non-profit TV company, this study aims at exploring the interrelationship between the audience’s viewing motivations, viewing behavior, sponsor behavior, and viewing satisfaction. The purpose of the above study is also to understand the behavior of non-profit media audience from their perspectives and help non-profit media to plan well their program, satisfy the audience’s needs, and prompt the well-being and development toward diversity of Taiwanese broadcast industry. This study applies the ZMET as the basis of questionnaire-making. Both members and non-members of Tzu Chi Foundation were interviewed concerning their viewing behavior and satisfaction as the audience to Da-Ai TV. First stage data, gathered from questionnaires, were collected and analyzed, with conclusions and suggestions were proposed accordingly. According to the results of ZMET deep interviews, the viewing motivations of Da-Ai audience includes the following: pursuing mind growth, getting information from Tzu Chi, eliminating afflictions in mind, learning buddhist teachings, looking for tranquility in mind, exploring good intentions, and being close to Master Cheng Yen. The above findings were also found fitting with the results of the analysis of the questionnaires. The results also supports Da-Ai TV’s goal self-positioning to be the “living water that cleans the mind, pillar that support the peaceful society, and ears & eyes for the bodhisattvas.” Both member and non-members of Tzu Chi found the programs of Da-Ai TV “generally satisfying,” but the satisfaction rates of members are higher than non-members. As to the viewing behaviors, both members and non-members who regularly watch programs with families have higher satisfaction rates with Da-Ai TV. The results show that Da-Ai TV is a channel appropriate for the whole family. Concerning the viewing hours, the results show that most audience watch Da-Ai TV 1-3 hours per week, while the company produces 10 hours of programs (including news) per day. It is suggested that the TV station increase rerun hours, which would allow more programs to be seen and savings in production costs. About the sponsoring behaviors, positive correlation is shown between the audience’s (both members and non-members of Tzu Chi) sponsoring behavior to Tzu Chi Foundation or Da-Ai TV and their satisfaction with Da-Ai TV. The finding is crucial to Da-Ai TV, which is predominantly financed by fundraising. Taiwan Neilsen Media Research (abbreviated as “Neilsen”) is currently the only unit providing viewing rate data in Taiwan. In addition to viewing rate and ranking, however, Da-Ai is never acquainted with the message behind the viewing rate like the audience’s motivation, viewing behavior and satisfaction. This research helps the TV station understand the audience’s viewing motivation, their satisfaction rate with various programs, relationship between sponsoring behavior, population statistics, and satisfaction.