Esta tese representa um esforço sistemático de investigar a audiência televisiva no âmbito do Sistema Brasileiro de TV Digital (SBTVD). Analisando as teorias atuais da audiência e suas técnicas de medição, percebe-se uma série de problemas em aplicar as mesmas na medição da audiência na TV digital. Além de permitir mais canais na mesma frequência espectral, a tecnologia digital possibilita o acesso ao conteúdo audiovisual por diversas formas e redes, gerando um aumento de opções para o telespectador. Esses aspectos não são contemplados pelas medições tradicionais. Com base nessa análise, propõe-se incluir nas medições de audiência o contexto em que ela ocorre. Ou seja, além dos números de pessoas assistindo à programação, propõe-se analisar as motivações que levam a audiência a ver determinado programa ou trocar de canal. Para tanto, foi desenvolvido um novo modelo teórico para subsidiar a medição da audiência. Usando a teoria da atividade como arcabouço teórico, foram desenvolvidos perfis de usuário, que permitem segmentar as análises de audiência. Também foi incorporada a geolocalização, que relaciona a audiência com o local da recepção. Para os testes foi desenvolvido um sistema de medição de audiência, que colhe informações em tempo real e por software sobre o canal virtual que está sendo visualizado. As informações podem ser recuperadas por acesso web. Estando o Brasil em fase inicial da implantação da TV digital, estudos sobre a audiência nessa mídia podem colaborar na definição de novos modelos de negócio, direcionando os investimentos publicitários. / This thesis represents a systematic effort to investigate the television audience in the Brazilian Digital TV System (SBTVD). Analyzing the current theories of the audience and their measurement techniques, we can see a lot of problems in applying them in the digital TV environment. Besides allowing more channels at the same frequency spectrum, digital technology enables access to audiovisual content in various forms and networks, generating increasing options for the viewer. These aspects are not covered by traditional measurements systems. Based on this analysis, this thesis proposes to include in the measurement techniques the context in which the audience occurs. That is, beyond the numbers of people watching TV schedule, it analyzes the motivations that lead the audience to see particular program or do a channel exchanging. To that end, we developed a new theoretical model to support the audience measurement. Using activity theory as theoretical framework, user profiles were developed. It allows analysis of the target audience. We also incorporated geolocation, which relates the audience with the reception site. For the tests we developed a system of audience measurement, which collects real- time information by software about the virtual channel being viewed. Information can be retrieved by web access. With Brazil in the early phase of deployment of digital TV, studies on this media audience can help to define new business models, directing the advertising investment.

Esta tese representa um esforço sistemático de investigar a audiência televisiva no âmbito do Sistema Brasileiro de TV Digital (SBTVD). Analisando as teorias atuais da audiência e suas técnicas de medição, percebe-se uma série de problemas em aplicar as mesmas na medição da audiência na TV digital. Além de permitir mais canais na mesma frequência espectral, a tecnologia digital possibilita o acesso ao conteúdo audiovisual por diversas formas e redes, gerando um aumento de opções para o telespectador. Esses aspectos não são contemplados pelas medições tradicionais. Com base nessa análise, propõe-se incluir nas medições de audiência o contexto em que ela ocorre. Ou seja, além dos números de pessoas assistindo à programação, propõe-se analisar as motivações que levam a audiência a ver determinado programa ou trocar de canal. Para tanto, foi desenvolvido um novo modelo teórico para subsidiar a medição da audiência. Usando a teoria da atividade como arcabouço teórico, foram desenvolvidos perfis de usuário, que permitem segmentar as análises de audiência. Também foi incorporada a geolocalização, que relaciona a audiência com o local da recepção. Para os testes foi desenvolvido um sistema de medição de audiência, que colhe informações em tempo real e por software sobre o canal virtual que está sendo visualizado. As informações podem ser recuperadas por acesso web. Estando o Brasil em fase inicial da implantação da TV digital, estudos sobre a audiência nessa mídia podem colaborar na definição de novos modelos de negócio, direcionando os investimentos publicitários. / This thesis represents a systematic effort to investigate the television audience in the Brazilian Digital TV System (SBTVD). Analyzing the current theories of the audience and their measurement techniques, we can see a lot of problems in applying them in the digital TV environment. Besides allowing more channels at the same frequency spectrum, digital technology enables access to audiovisual content in various forms and networks, generating increasing options for the viewer. These aspects are not covered by traditional measurements systems. Based on this analysis, this thesis proposes to include in the measurement techniques the context in which the audience occurs. That is, beyond the numbers of people watching TV schedule, it analyzes the motivations that lead the audience to see particular program or do a channel exchanging. To that end, we developed a new theoretical model to support the audience measurement. Using activity theory as theoretical framework, user profiles were developed. It allows analysis of the target audience. We also incorporated geolocation, which relates the audience with the reception site. For the tests we developed a system of audience measurement, which collects real- time information by software about the virtual channel being viewed. Information can be retrieved by web access. With Brazil in the early phase of deployment of digital TV, studies on this media audience can help to define new business models, directing the advertising investment.

Cette thèse propose une nouvelle méthode d’optimisation bio-inspirée basée sur le GWO avec pour but de pouvoir résoudre des problèmes d’optimisation dits mixtes, c’est-à-dire des problèmes composés de variables continues et discrètes. Cette nouvelle méthode baptisée mixed GWO est ensuite appliquée à 2 problématiques distincts.Tout d’abord, le mixed GWO pourra permettre d’améliorer la qualité de la classification d’image par SVM. En effet, la fiabilité d’un SVM va dépendre de ses paramètres d’entraînement, et il n’existe pas de méthode non empirique et non exhaustive permettant de définir ces paramètres pour un problème de classification donné. Le mixed GWO se propose comme une solution à ce problème de paramétrage. La classification doit permettre à l’entreprise IntuiSense d’ajouter une brique de reconnaissance de genre à son outil de mesure d’audience ISAM.Ensuite, le mixedGWO est employé pour faire du débruitage et du démêlage de spectres en simultanée sur des images multi-spectrales ou hyper-spectrales. En effet, la qualité du démêlage des spectres va être particulièrement dépendant de la qualité du débruitage de l’image : faire ces 2 étapes simultanément permet donc un gain de temps et une fiabilité des résultats bien plus intéressants que les faire l’une après l’autre. / This thesis proposes a novel bio-inspired optimization method based on the GWOalgorithm, with the purpose of solving mixed optimization problems, i.e. problems with bothcontinuous and discrete variables. This novel method is named mixedGWO and is applied to2 distinct problematics.Firstly, the mixedGWO should permit to improve the quality of image classification bySVM. Indeed, a SVM accuracy will depend of its training parameters, and there is nonempirical and non exhaustive method to define these parameters for a given classificationproblem. Therefore, the mixedGWO can be used as a solution to this parametring problem.The improve classification should allow the company IntuiSense to add the gender recognition feature to its audience measurement tool ISAM.Secondly, the mixedGWO is used for joint denoising and unmixing of spectra in multispectral and hyper-spectral image processing. Indeed, the unmixing’s quality is stronglydependent of the denoising quality : doing these 2 steps simultaneously permits a gain oftime and a results’ accuracy way better than if they are done one after the other.

This work deals with television audience measurement in the Czech Republic as a tool for planning advertising campaigns, television programming and support for corporate strategy of television organizations. The work presents the theoretical context of media research and summarizes the development of television market in the Czech Republic and the history of television audience measurement - from diary research project through the "Mediaprojekt" to the present method of measuring television audience with people metres that the author presents in detail. The work denotes the future of people meter measurement in the period 2013-2017 and compares Czech TV audience measurement project with similar projects in selected European countries. In the second part of work, author focuses on awareness about people meter project, both among the general public and professionals, using the online survey. The preparation of the research project is followed by its implementation and evaluation of results of this research. At the end of the work, marketing recommendations for the research agency are given, based on the results of research.

El presente trabajo analiza la relación existente entre la serie “Sex Education”: un producto audiovisual que plasma una realidad en donde los adolescentes realizan constantes cuestionamientos en relación a su etapa de vida sexual y su vinculación con los usos y gratificaciones. El objetivo principal del presente documento es identificar las principales características que vinculan al espectador joven con la serie. Asimismo, esta investigación busca identificar la forma en la que los usos y gratificaciones guardan relación con la serie de ficción Sex Education, en la cual se puede observar personajes de mentalidad abierta capaces de derribar antiguas preconcepciones sobre sexo. / This work analyzes the relationship between the series "Sex Education": an audiovisual product that captures a reality where adolescents constantly question their stage of sexual life and its connection with uses and gratifications. The main objective of this document is to identify the main characteristics that link the young viewer with the series. Likewise, this research seeks to identify the way in which uses and rewards are related to the fiction series Sex Education, in which it is possible to observe open-minded characters capable of breaking down old preconceptions about sex. / Trabajo de investigación

目前，台灣地區的電視台對於電視收視率資料的使用，似乎較強調業務導向的數據解讀。然而，在節目收視表現的使用上，常由所有觀眾角度所詮釋的節目收視率，一來與廣告代理商實際執行廣告活動的「目標群設定」邏輯不符，沒法說明節目觀眾的全貌，二來也無法描繪觀眾收視行為的細節問題。因此，本研究試圖從收視率（TV Rating）的電視節目之節目編排的運用觀點出發，以剖析收視率在節目編排與應用的意涵。 本研究以六台「綜合性電視台」（民視、台視、中視、華視、三立台灣台與TVBS）之週間黃金時段為研究主題，透過數據分析與深訪資料，討探各台在節目編排策略的考量因素與電視收視調查資料（TV Audience Measurement，TAM）的實際使用情形。研究發現，電視收視調查資料著實可反映出電視產業中大多數的「外部因素」與部分的「內部因素」狀況，經營者可藉以瞭解電視收視市場，是電視收視市場的投射。研究建議，電視台可加強台內同仁在數據使用與解讀之人員訓練，並著重電視收視調查資料於節目編排之使用，使「業務」與「節目」兩數據使用面向並重。 此外，研究中以「電視收視調查」一辭替代「收視率調查」。因研究者認為「電視收視調查」是指「針對電視收視市場的調查研究」，是一種研究調查的方式；而「收視率」是電視收視調查研究中所呈現的一類「數據」，無法說明此研究調查的真正意涵；因此，在研究中對於此調查研究的名稱，都以「電視收視調查」論述之。 / In Taiwan, most of TV Channels prefer the analysis of the business-orientated information about the application of TV Rating. In program-orientated information, the program rating of total audience does not consist with the target setting of the advertising agency. In addition, this approach can neither draw out the audience’s profile nor describe the viewing behavior in detail. Therefore, the research tries to analyze the significance of TV Rating in programming and application. The research samples the prime time of weekday of six TV channels (FTV, TTV, CTV, CTS, Sanli and TVBS) as the research subject to probe into the critical factors are in the programming and the application of TV Audience Measurement (TAM) of each channel. From the research result, it is proved that TAM projects almost all the outside factors and parts of the inside factors about each TV channel. Moreover, the management team also can understand the situation of TV market through TAM. With this research, I suggest that the management team of TV channel should plan to enhance the training for the employee’s ability to use data. And they should put the business-oriented and the program-oriented in balance through emphasizing the application of TV Audience Measurement. Besides, the research will replace “TV Rating” with “TV Audience Measurement”. The writer regards the research of TV Audience Measurement as a research method of TV marketplace and “TV Rating” is just a kind of figure, part of survey result of TV Audience Measurement and cannot explain the real meaning behind the number. Hence, we proclaim the survey to the TV marketplace as TV Audience Measurement in this research.