收視率對當代電視新聞的影響，是國內外傳播學者關切的議題之一，尤其以台灣的媒體生態而言，僅有一家收視率調查公司，所提供的收視率數據遭到挑戰，學者憂心新聞媒體為商業服務，恐將對新聞發展帶來不利的影響。 新聞組織需要一項評估的工具，「收視率」既然如此受到質疑，為何長期以來一直找不到收視率以外的機制足以取代？也就是說，如果要找到一項得以取代收視率的機制，外界必須先了解收視率如何在當代媒體機構中被使用，它與新聞組織到底存在什麼樣的共生狀態，過去外界透過短暫觀察與訪談，便對新聞室運作與收視率的關連下了評論，從實務經驗來看，並不認為其知其所以然。本研究將從實際新聞室的運作，對於收視率在新聞室中的流動，提供最直接的證據。 本研究將以電視編輯的對話分析，輔以資深人員訪談，解構收視率在新聞室中的工具性；繼之從傅柯的權力系譜學下，觀察新聞組織如何披著收視率的外衣，馴服新聞編輯，反之，新聞編輯如何透過權力的流動，利用收視率對組織進行反制。提供最實際的場域證據，展現新聞室與收視率的日常活動經驗，讓外界得以了解，並正視兩者之間的緊密聯繫，對未來提出改變收視型態建議時，能更臻成效。 關鍵詞：收視率、新聞編輯、工具性、傅柯、權力。 / The influence of TV rating cause to news organizations was a topic that gains most focus of the scholars in mass-communication era. Especially in Taiwan, there is only one institution provides such statistics, therefore the authenticity of these statistics has been widely quest about. Scholars also shown their worry about that the commercially development of news organizations will lead them heading to the iceberg. Indeed, News organizations need a tool to evaluate the effects of their programs to the audience. Even through TV rating has been queried by scholars, why the tool still irreplaceable? There must be something that deep inside between TV rating and news organizations that haven’t been noticed. To break into this connection, we must first realized that TV rating already been symbiosis with news organizations. And clear-out how the tool been used inside news organizations. For the time being, scholars have been reviewing such relation from outsider point of view and made the conclusion based on such basis. From which, we think is just skin-deep. In this study, we will provide evidences from inside the news room. This thesis is based on analyze of the communications between editors. Together with interviews of senior news producers, we try to assay the tool phenomenology of TV rating inside the news room. Further we observe how news organizations use rating to discipline news editors under the theory of genealogy of power form Michael Foucault. In contrary, how editors resist news organizations through floating power of rating. From such study we can clearly identified the reality of close connection between TV rating and news room. And then we could have more valid suggestions about replacing TV rating in the future. Keywords: TV rating, news editors, tool phenomenology, Foucault, power

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.