by Mak Kong-yin, Anna, Wong Wing-han, Angela. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 150-152. / ACKNOWLEDGEMENT --- p.ii / EXECUTIVE SUMMARY --- p.iii / TABLE OF CONTENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the Project --- p.1 / Literature Review --- p.1 / Statement of the Problem --- p.5 / Purpose of Study --- p.5 / Objectives --- p.5 / Justification --- p.6 / Scope of the Study --- p.6 / Hypothesis / Methodology --- p.9 / Types of Data --- p.9 / Sample Design --- p.9 / Data Collection Forms --- p.11 / Chapter II. --- SURVEY ON ADVERTISING PROFESSIONAL (INTRA GROUP COMPARSION) --- p.13 / Attitude on Gender Portrayal in TV Commercials --- p.13 / Traditional Gender Portrayal --- p.13 / Progressive Gender Portrayal --- p.15 / Selected Beer TV Commercials --- p.18 / Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.18 / Selected Seasoning Commercials --- p.20 / Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.20 / Conclusion --- p.21 / Chapter III. --- QUALITATIVE SURVEY ON CONSUMERS' ATTITUDE (INTRA GROUP COMPARSION) --- p.22 / Male Opinion --- p.24 / Attitude on Gender Portrayal in TV Commercials --- p.24 / Attitude on Gender Portrayal in Beer TV Commercials --- p.25 / Attitude on Gender Portrayal in Seasoning TV Commercials --- p.26 / Selected Beer TV Commercials --- p.27 / Selected Seasoning TV Commercials --- p.29 / Female Opinion --- p.32 / Attitude on Gender Portrayal in TV Commercials --- p.33 / Attitude on Gender Portrayal in Beer TV Commercials --- p.33 / Attitude on Gender Portrayal in Seasoning TV Commercials --- p.34 / Selected Beer TV Commercials --- p.35 / Selected Seasoning TV Commercials --- p.37 / Conclusion --- p.39 / Chapter IV. --- QUANTITATIVE CONSUMERS SURVEY (INTRA GROUP COMPARSION) --- p.40 / Attitude on Gender Portrayal in TV Commercials --- p.41 / Traditional Gender Portrayal --- p.41 / Progressive Gender Portrayal --- p.43 / Selected Beer TV Commercials --- p.45 / Progressive Portrayal (San Miguel) vs Traditional Portrayal (Carlsberg) --- p.45 / Selected Seasoning TV Commercials --- p.47 / Progressive Portrayal (Lee Kum Kee) vs Traditional Portrayal (Maggi Sauce) --- p.47 / Conclusion --- p.48 / Chapter V. --- INTER-GROUPS COMPARSION OF ATTITUDE & PERCEPTION OF PRACTITIONERS & CONSUMERS --- p.49 / Attitude on Gender Portrayal in TV Commercials --- p.49 / Traditional Gender Portrayal --- p.49 / Progressive Gender Portrayal --- p.53 / Preference on Traditional vs Progressive Portrayals --- p.53 / General TV Commercials --- p.53 / Beer TV Commercials --- p.55 / Seasoning TV Commercials --- p.56 / Conclusion --- p.57 / Chapter VI. --- MARKETING IMPLICATIONS --- p.58 / On Male Role Play --- p.58 / Beer TV Commercials --- p.58 / Seasoning TV Commercials --- p.60 / On Female Role Play --- p.62 / Beer TV Commercials --- p.62 / Seasoning TV Commercials --- p.63 / Conclusion --- p.65 / Chapter VII. --- RECOMMENDATIONS FOR FUTURE RESEARCH --- p.66 / Limitations --- p.66 / Recommendations --- p.67 / APPENDIX --- p.68 / BIBLIOGRAPHY --- p.150

by Leung Wai Lun Nicholas, Tse Chung Yan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 47). / ABSTRACTS --- p.1 / Chapter CHAPTER I --- INTRODUCTION --- p.5 / Background --- p.5 / Market Coverage of ACNielsen's ratings measurement --- p.5 / Methodology of Audience Rating Measurement by ACNielsen --- p.6 / TV Ratings Measurement --- p.7 / Differentiation by Dayparts --- p.7 / Differentiation by Programmes --- p.8 / Use of Program Audience Rating --- p.9 / Strategy Formulation from Audience Rating --- p.10 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.12 / Television Channels and Advertisements: --- p.12 / New Forms of TV Advertising --- p.13 / Chapter CHAPTER III --- RESEARCH OBJECTIVES --- p.14 / Chapter CHAPTER IV --- RESEARCH METHODOLOGY AND PROCESSES --- p.15 / The Data Set --- p.15 / Database Description --- p.15 / Sample Composition --- p.15 / TV Rating (TVR) --- p.16 / Data Structure --- p.16 / TABLE 1 --- p.16 / Data Cleansing --- p.17 / Phase I Process一Data Extraction --- p.17 / Phase II Process´ؤData Conversion --- p.18 / Phase III Process´ؤDatabase Mapping --- p.18 / Phase IV Process一Data Transformation --- p.18 / "Tabulation, Sorting, and Descriptive Statistical Analysis" --- p.19 / Chapter CHAPTER V --- RESULTS AND ANALYSIS --- p.20 / Descriptive Statistics --- p.20 / Analysis By Programmes --- p.24 / Analysis By Day --- p.28 / Analysis by week --- p.29 / Analysis by time slots/dayparts --- p.29 / Weekdays TVBJ and ATVH Mean Ratings Per Minute --- p.30 / Audience movements in channel switching --- p.32 / Interpretation from 2:00am to 7:00am --- p.33 / Interpretation from 7:00am to 11:00am --- p.34 / TV News Increases Switching Phenomenon --- p.35 / Analysis of Prime Time --- p.35 / Program types' effect on commercial break --- p.37 / Analysis of commercial break --- p.37 / Commercial Break Effect --- p.37 / Chapter CHAPTER VI --- LIMITATIONS OF ANALYSIS --- p.40 / Numbers of TV channels taken into account --- p.40 / Program categories --- p.40 / Rating of those not watching TV --- p.40 / Size of database --- p.40 / Factors affecting ratings --- p.41 / Audience size --- p.41 / Chapter CHAPTER VII --- CONCLUSION --- p.42 / Chapter CHAPTER IIX --- FUTURE RESEARCH --- p.45 / Proposed Regression Analysis´ؤChannel Switching Analysis --- p.45 / Channel Switching Regression Model Building --- p.45 / BIBLIOGRAPHY --- p.47 / APPENDIX / Appendix A: SAS Outputs Statistics --- p.57 / Appendix B: Sample of Commercial Log File --- p.82 / Appendix C: SAS Programs Codes --- p.85 / Appendix D: Data Cleansing Programs in C --- p.89 / Appendix E: Full view of Mean Ratings Plots --- p.95

published_or_final_version / Public Administration / Master / Master of Public Administration

by Ip Hak-shiu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 54-55. / PROLOGUE --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Development of the TV Industry --- p.3 / Chapter 1.3 --- History of ATV --- p.8 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter 2.1 --- Analytical Framework for Marketing --- p.10 / Chapter 2.2 --- Background to Warfare: Positioning --- p.13 / Chapter 2.3 --- Marketing as Warfare --- p.15 / Bibliography --- p.19 / Chapter III. --- ATV'S APRIL 1990 LAUNCH --- p.20 / Chapter 3.1 --- Basis for the Launch --- p.20 / Chapter 3.2 --- Assessment of the Market --- p.22 / Chapter 3.3 --- Launch Strategy --- p.25 / Chapter 3.4 --- Anticipation of Competitor's Moves --- p.28 / Chapter 3.5 --- Intrinsic Weaknesses --- p.29 / Chapter 3.6 --- TVB's Moves --- p.31 / Chapter 3.7 --- Results of ATV's Launch --- p.32 / Chapter IV. --- EVALUATION OF ATV'S APRIL 1990 LAUNCH --- p.35 / Chapter 4.1 --- Theoretical Options for ATV's Attack --- p.35 / Chapter 4.2 --- Corresponding Response to TVB's Moves --- p.39 / Chapter 4.3 --- Applications of Marketing Warfare Theory --- p.41 / Chapter 4.4 --- ATV's New Direction: Looking for a way to Survive ？ --- p.44 / EPILOGUE --- p.46 / APPENDICES --- p.47

by Li Yiu-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaves 82-84.

Kong Pui Ling, Charlotte. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 82-85). / Abstracts in English and Chinese. / Abstract --- p.ii / Chapter Chapter 1: --- Introduction --- p.1 / Chapter Chapter 2: --- Literature Review --- p.7 / Chapter Chapter 3: --- Methodology --- p.21 / Chapter Chapter 4: --- Manifestations of Childhood in Cartoons --- p.27 / Chapter Chapter 5: --- Negotiating Childhood --- p.48 / References --- p.82 / Chapter Appendix I: --- Interviewees' Families Profile --- p.85 / Chapter Appendix II: --- Interview Questions --- p.88 / Chapter Appendix III: --- "List of cartoons have been broadcast on TVB Jade, ATV Home, TVB Pearl and ATV Home from August, 1998 to January 1999 " --- p.89

Peng Lin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2006. / Includes bibliographical references (leaves 140-147). / Abstracts in English and Chinese. / Abstract --- p.i / Acknowledgements --- p.iv / Table of Contents --- p.v / List of Figures --- p.vii / List of Tables --- p.vii / Chapter Chapter 1: --- Introduction: --- p.1 / Theoretical Context of the Problem --- p.1 / The Case of Guangzhou --- p.4 / "Composition of “TV Generation"" in Guangzhou" --- p.6 / Chapter 1. --- Native Guangzhou youth: --- p.6 / Chapter 2. --- "Non-native Guangzhou youth (children of early immigrants, those who were born in or moved with their parents to Guangzhou before teenage):" --- p.7 / Cultural Proximity Between Guangzhou and Hong Kong --- p.8 / Organization of Chapters --- p.10 / Chapter Chapter 2: --- Literature Review --- p.12 / Trans-border Television and Its Social Impact --- p.12 / Chapter 1. --- Media's Modernizing Influence --- p.13 / Chapter 2. --- Media's Impact on Cultural Identities --- p.14 / Chapter 3. --- Media Impact in Asian Cases --- p.17 / Audience in Trans-border TV Consumption --- p.20 / Chapter 1. --- Modes of Decoding & Audience Resistance --- p.20 / Chapter 2. --- Cultural Proximity and Reception of Local/Transnational Programs --- p.22 / Young Audience in Trans-Border TV Consumption --- p.27 / Chapter 1. --- Identification and TV Viewing --- p.28 / Chapter 2. --- Cultural Proximity and Television Viewing --- p.29 / Trans-border Media Consumption in Cross-generational Context --- p.32 / Chapter 1. --- Mass Media and Collective Memory --- p.34 / Chapter 2. --- Cultural Practices and Generation --- p.37 / Summary --- p.38 / Chapter Chapter 3: --- Research Design --- p.42 / Research Questions --- p.42 / Rationale for Using a Qualitative Approach --- p.42 / Research Methods --- p.43 / Chapter 1. --- In-depth Interview: --- p.43 / Chapter 2. --- Generational Comparative Studies --- p.45 / Sampling Procedures --- p.46 / Data Analysis --- p.48 / Chapter Chapter 4: --- Cultural Proximity in Young Audiences' Consumption of Hong Kong Drama --- p.50 / Guangzhou Young Audiences' Television Consumption --- p.52 / Watching Hong Kong dramas --- p.56 / Chapter 1. --- Dramas of excellent quality --- p.57 / Chapter 2. --- Viewing Preferences and Cultural Proximity --- p.58 / Chapter 3. --- Getting used to the “Hong Kong style´ح: --- p.62 / Pleasures and Media Uses --- p.64 / Chapter 1. --- Topics in Communication --- p.64 / Chapter 2. --- Linguistic Source --- p.65 / Chapter 3. --- Knowledge about Society --- p.66 / Chapter 4. --- Idol Worship --- p.68 / Chapter 5. --- Reference for Modern Lifestyle --- p.69 / Conclusion --- p.72 / Chapter Chapter 5: --- Cultural Proximity in Young Audiences' Perception of Hong Kong from Hong Kong Drama --- p.74 / Cultural impact of trans-border media --- p.74 / The Image of Hong Kong: A Visualized Modern City --- p.76 / Audiences' Cultural Identification: Guangzhou versus Hong Kong --- p.79 / Chapter 1. --- A “Not So Different´ح Strategy --- p.82 / Chapter 2. --- Cultural Affiliation as a Basic Tenet --- p.84 / Chapter 3. --- Aligned with the Nation --- p.87 / Chapter 4. --- Identification with Modern Lifestyle --- p.90 / Chapter 5. --- Going to the More Modernized --- p.94 / Conclusion: the Factor of Cultural Proximity in Media Perception --- p.99 / Chapter Chapter 6: --- Guangzhou Young Audiences in a Cross-Generational Context --- p.103 / Generational patterns in media consumption --- p.104 / Chapter 1. --- Watching TV in Daily Life --- p.106 / Chapter 2. --- Viewing Preferences： Hong Kong Drama versus Mainland Drama --- p.108 / Perception of Hong Kong from dramas --- p.117 / Perception of Hong Kong in relation to China --- p.120 / Conclusion --- p.122 / Chapter Chapter 7: --- Conclusions and Discussions --- p.125 / Summary --- p.125 / Implications and Limitations --- p.129 / Appendixes --- p.133 / Appendix I: INTERVIEW PROTOCAL (Translated from Chinese) --- p.133 / Appendix II: PROFILE OF RESEARCH RESPONDENTS --- p.136 / Appendix III: VIEWING PROFILES OF RESEARCH RESPONDENTS --- p.138 / Bibliography --- p.140

Iu, Yiu. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2007. / Includes bibliographical references (leaves 163-173). / Abstracts in English and Chinese ; questionnaires also in Chinese. / Abstracts --- p.i / Acknowledgements --- p.iii / Table of Contents --- p.iv / Introduction --- p.1 / Chapter A. --- Objectives and Significance --- p.1 / Chapter B. --- Academic Issues and Literature Review --- p.4 / Chapter C. --- Theories and Methodologies --- p.18 / Chapter D. --- Structure of the Thesis --- p.20 / Chapter Part I: --- The Making of a Seiyu Culture in Japan / Chapter Chapter 1: --- What is Seiyu? --- p.24 / Chapter 1.1 --- Definition of Seiyu --- p.24 / Chapter 1.2 --- Scope of Works --- p.27 / Chapter 1.3 --- Training Institutions and Agencies --- p.32 / Chapter Chapter 2: --- The Historical Development of the Seiyu Profession in Japan --- p.38 / Chapter Part II: --- Cultural and Social Significance of Seiyu Culture / Chapter Chapter 3: --- Seiyu as Art and Industry --- p.56 / Chapter 3.1 --- Internal Factors --- p.58 / Chapter 3.2 --- External Factors --- p.64 / Chapter Chapter 4: --- Cultural and Social Impact of the Seiyu Culture --- p.78 / Chapter 4.1 --- Cultural Impact --- p.78 / Chapter 4.2 --- Social Impact --- p.92 / Chapter Part III: --- Comparative Study on Japanese Seiyu and Hong Kong Voice Artists / Chapter Chapter 5: --- The Popularization of the Japanese Seiyu and Local Voice Artists in Hong Kong --- p.101 / Chapter 5.1 --- Japanese Seiyu Steal the Limelight in Hong Kong --- p.102 / Chapter 5.2 --- Hong Kong Voice Artists Move out from the Backstage --- p.112 / Chapter 5.3 --- The Comparison of the Reception of Japanese Seiyu with That of Local Voice Artists in Hong Kong --- p.117 / Chapter Chapter 6: --- Comparison of the Dubbing Profession between Japan and Hong Kong --- p.123 / Chapter 6.1 --- Structural Differences in Dubbing Profession --- p.126 / Chapter 6.2 --- The Role of Voice Dubbing in Popular Culture --- p.135 / Concluding Analysis --- p.147 / References --- p.163 / Appendix --- p.174 / Chapter I) --- Questionnaire of Seiyu Culture in Hong Kong --- p.174 / Chapter II) --- Sample Interview Questions for Seiyu Fans --- p.177 / Chapter III) --- Sample Interview Questions for Voice Artists --- p.178