Localizing TAM to meet industry's needs utilizing mixed methology in the Chinese TV market

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.

Localizing TAM To Meet Industry's Needs Utilizing Mixed Methodology In The Chinese TV Market

Paul Wang, Matthew Brosenne and Makiko Taniguchi CVSC-SOFRES MEDIA

Introduction

In 1978, the Chinese Communist Party, under the leadership of Deng Xiaoping,...