Abstract:

This paper attempts to discuss how we can best describe the Chinese TV audience and meet industry's needs by utilizing mixed methodology - such as the use of PeopleMeter technology and diary method.Proposed here is a way of 'localizing' the global concept of TAM to meet the very complex condition of China''s TV market. Of course no changes were made to TAM methodology and processes, but a need to create a system, corresponding to the local situation so as to more accurately reflect the viewing situation in China. This approach emphasises local elements as crucial factors to be taken into account in producing TAM, as what we are dealing with is the audience, and this in particular residing in the unique and challenging Chinese environment.