在數位有線電視的發展中，收視率系統從以往的統計調查方式得以進入到普查計算的方式，因此新收視率系統可以更精細。而在新的收視率收集調查中，有線電視業者有了全體收視戶的詳細收視行為資料，更可以有更多的應用方式。
本研究認為有線電視業者得以運用上述的資訊，再加上數位匯流下的其他用戶屬性的交叉分析後，產生出具有個人化推薦效果的新廣告平台；這樣的新廣告模式可為現有的廣告業者與廣告主所接受而採用。
同時，對於有線電視業者與新收視率系統公司的合作，或是現有有線電視產業中其他角色業者的合作關係改變，本研究也提出了可能性的分析與探討。 / In the development of digital cable television, the ratings system evolves from the statistical based approach into full audience based approach. So the new ratings system can be more precise. Cable system operators will have all subscribers’ detail viewing behavior information in the new rating collection process, thus they can have more applications accordingly.
The study suggests that the system operators could combine above information with other user information from their digital convergence business landscape to produce new advertising platform with personalized recommended capability. This new advertising model will be accepted and be used by existing advertising companies and advertisers.
Also the study has elaborated about the partnership possibility between system operators and the new ratings system company, as well as the possible relationship change among companies in existing cable industry.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098932060 |
| Creators | 吳竹松 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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