Outline
[Thesis Statement] giving TV rating absolute priority is problematic because it distorts media ethics, deteriorates program quality and furthermore, it is dangerous to place too much trust on inaccurate measurement.
Ⅰ.Introduction [Thesis Statement] giving TV rating absolute priority is problematic because it distorts media ethics, deteriorates program quality and furthermore, it is dangerous to place too much trust on inaccurate measurement.
A． Background information
B． Thesis statement
Ⅱ.Current situation
A． History of TV rating
B. Measurement method
Ⅲ. Problems
A． Distortion of media ethics
1. Media crimes at Aum reporting
2. Manipulation of rating
3. Frequent faked scenes
B． Deterioration of program quality
1. Sponsorship and rating-GRP system
2. Impact is more important than contents
3. Loss of enthusiasm and dignity
C. TV rating does not reflect reality
1. Changes in life style
2. TV is not appreciated as before
3. Advance of media
4. Nature of rating from statistical point of view
Ⅳ. Possible solutions
A. Education of media literacy
1. Media industry
2. Audience
3. Children
B. Dual programming streams
1. Focus more on quality
2.Establish awarding system for good quality TV programs
C. Diversified program rating scheme
1. Introduce multi-dimensional indicator
2. Introduce new index to show the degree of satisfaction
Ⅳ Conclusion
Mari Watanabe
Prof. Owen James
Theme Writing
February 20, 2008
Giving TV Rating Absolute Priority is Problematic
Ⅳ Conclusion
Mari Watanabe
Prof. Owen James
Theme Writing
February 20, 2008
Giving TV Rating Absolute Priority is Problematic
Ⅰ．Introduction
TV rating is very influential in today’s Japanese society. People know what programs are popular and unpopular by results of TV rating shown almost every day on various media such as newspapers, magazines and TV. For TV program makers, rating is even a matter of life or death because contents of a program are modified according to the rating and a series of drama will be cut short if rating is low. However, giving TV rating absolute priority is problematic because it distorts media ethics, deteriorates program quality and furthermore, it is dangerous to place too much trust on inaccurate measurement.
Ⅱ．Current situation
Weight over TV rating has increased substantially over the years while its measurement system did not change much. TV rating was introduced by a research company, Video Research Inc. in 1963 (Haba 16). Haba, who was a TV producer of TBS remembers that TV rating was just a rough estimate at the introduction and it was not as influential as it is today (17). However, it has increased its influence along with the expansion of TV.
Video Research Inc. has a nation wide network for TV rating research. In Kanto region, for example, there are 600 monitor households which were selected out of 17 million households at random (Taguri 17). The company sends detailed TV rating result by minute to TV stations next day based on the data gathered from the 600 households. The ratio of monitor household is about 0.0085 % of all households in Kanto, which means that there is only one selected monitor household in about 11,700 households. Thus, TV rating data provided by Video Research Inc. is far from thorough and comprehensive research.
Ⅲ． Problems
A. Distortion of media ethics
There are many problems caused by over- emphasize on TV-rating. One of the major problems is distortion of media ethics. Program makers being obsessed with getting high rating often get their priorities backwards. They often lost conscience and dignity as a result. This tendency results in worst consequences.
A significant case is the reporting related to Aum Shinrikyo cult. In 1998, Mr. Sakamoto, a lawyer who was active criticizing this cult was murdered along with his wife and his one-year old son by Aum members. It was revealed later that TV station TBS showed an interview of the lawyer criticizing the cult to Aum members upon Aum’s requests. It is criticized that this act led to the murders of the lawyer family by the Aum members. Haba analyzes why the TV producers and directors showed the video to Aum members despite the risk to the lawyer (4). According to Haba, the TV producers intended to report the inside of this secretive cult as a scoop and get high TV rating by accepting the requests of the cult (5).
Another example of distortion of media ethics is manipulation of rating. According to the article of Asahi Shinbum(“Employee of …” Asahi Shinbum), the TV producer of Nihon TV requested a detective agency to specify the monitor households of Video Research Inc. and paid the agency 100, 000 yen per household in 2003. Then, he contacted the four households and paid them 5,000 to 10,000 yen in cash or coupons to watch his program to increase the rating of his program.
In addition, TV industry can not stop frequent fabrication of programs. In 2007, a health program of Kansai TV “Hakkutsu Aru Aru Daijiten 2”, which had been popular with constant high rating was cut off because it was revealed that the program had been prearranging performances and fabricating data repeatedly (“Aru Aru…”Asahi Shinbum). There is a fierce competition over TV rating behind of these acts. In TV media, TV producers of high rating programs are highly appreciated while those who are not are treated miserably. Unlike other types of media, TV has sponsors for each program. Therefore, program makers have always huge pressure for higher rating from the TV company itself and sponsors. For today’s TV world, rating is the only and absolute standard to evaluate the program and this industry structure which is governed by rating is a source of many problems.
B. Deterioration of quality
A significant case is the reporting related to Aum Shinrikyo cult. In 1998, Mr. Sakamoto, a lawyer who was active criticizing this cult was murdered along with his wife and his one-year old son by Aum members. It was revealed later that TV station TBS showed an interview of the lawyer criticizing the cult to Aum members upon Aum’s requests. It is criticized that this act led to the murders of the lawyer family by the Aum members. Haba analyzes why the TV producers and directors showed the video to Aum members despite the risk to the lawyer (4). According to Haba, the TV producers intended to report the inside of this secretive cult as a scoop and get high TV rating by accepting the requests of the cult (5).
Another example of distortion of media ethics is manipulation of rating. According to the article of Asahi Shinbum(“Employee of …” Asahi Shinbum), the TV producer of Nihon TV requested a detective agency to specify the monitor households of Video Research Inc. and paid the agency 100, 000 yen per household in 2003. Then, he contacted the four households and paid them 5,000 to 10,000 yen in cash or coupons to watch his program to increase the rating of his program.
In addition, TV industry can not stop frequent fabrication of programs. In 2007, a health program of Kansai TV “Hakkutsu Aru Aru Daijiten 2”, which had been popular with constant high rating was cut off because it was revealed that the program had been prearranging performances and fabricating data repeatedly (“Aru Aru…”Asahi Shinbum). There is a fierce competition over TV rating behind of these acts. In TV media, TV producers of high rating programs are highly appreciated while those who are not are treated miserably. Unlike other types of media, TV has sponsors for each program. Therefore, program makers have always huge pressure for higher rating from the TV company itself and sponsors. For today’s TV world, rating is the only and absolute standard to evaluate the program and this industry structure which is governed by rating is a source of many problems.
B. Deterioration of quality
Another problem in TV rating is that it deteriorates quality of programs. Today’s TV advertisement system is closely connected with rating because charges of Commercial Massages are based on GPR, Gross Rating Point of TV rating (Haba 29). In other words, sponsors pay charges for CM according to how much rating the program achieves in total. Therefore, TV stations are trying hard getting high rate in order to get high CM charges. In today’s TV world, the higher rating the program gets, the higher revenue TV stations receive.
In this rating-dominated industry structure, the impact becomes more important than contents. The invention of zapper allowed audience to migrate one program to another constantly (Shaw 53). As a result, TV programs are cut into small segments and have many subtitles to keep catching viewer’s attention. As the result, the programs are becoming hollow. Furthermore, if content is not so important, TV program makers lose enthusiasm and dignity. As a result, the quality of TV programs deteriorates. This is the reason we often hear TV programs are boring and superficial today.
In this rating-dominated industry structure, the impact becomes more important than contents. The invention of zapper allowed audience to migrate one program to another constantly (Shaw 53). As a result, TV programs are cut into small segments and have many subtitles to keep catching viewer’s attention. As the result, the programs are becoming hollow. Furthermore, if content is not so important, TV program makers lose enthusiasm and dignity. As a result, the quality of TV programs deteriorates. This is the reason we often hear TV programs are boring and superficial today.
C. TV rating is not an accurate measurement method
Furthermore, TV rating is not an accurate measurement method. First, it does not reflect the reality anymore due to changes in our life styles. Our lifestyle has changed drastically since the TV rating was first introduced in 1963. However, main of today's rating measurement system is household survey. In the past, a family enjoyed one program together but now we have more than one TV set in one household. For example, it is common that father is watching baseball at a main TV and his daughter is watching a different program in her room. However, the current household survey monitors the main TV only. Thus, TV rating does not provide accurate information of real viewing habits.
Secondary, TV is so common today and it is not appreciated as before. So many people do not pay attention while TV is on. However, the TV rating survey system does not detect how many people are actually watching the program. In addition, as a result of advance in media technology, we have multiple kinds of media such as cable TV, satellite, video cassette, DVD, HDD and the Internet today. However, TV rating survey does not count these new devises. For example, the survey system does not count it when you are recording a program or watching a program on the Internet. This is one of the causes of the gulf between the rating and the reality.
Finally, TV rating is not an absolute figure. Taguri reveals limits of TV rating from statistic point of view. In Kanto region, for example, 600 households are selected because it is impossible to survey all of its17 million households. It can be said that the result of 600 households is very close to the survey of whole households but the data is not the same as the whole 17 million households. However, people tend to forget this nature of statistics when they think about TV rating. In addition, TV rating always accompanies accidental errors as a nature (Taguri 16). The program of 20 % of rating includes accidental errors of about 3 %. If the rating is high, so are accidental errors. For example, if the rating is 45%, accidental errors are about 4%. Therefore, the accurate interpretation of 45 % of rating is that " it is highly probable that the rating is somewhere between 41% and 49 %." (Taguri 15). However, people do not think about the accidental errors when they think about rating. Thus, it is a mistake to give the absolute priority on rating. It should be treated just as a very rough estimate instead.
Ⅳ． Possible solutions
Secondary, TV is so common today and it is not appreciated as before. So many people do not pay attention while TV is on. However, the TV rating survey system does not detect how many people are actually watching the program. In addition, as a result of advance in media technology, we have multiple kinds of media such as cable TV, satellite, video cassette, DVD, HDD and the Internet today. However, TV rating survey does not count these new devises. For example, the survey system does not count it when you are recording a program or watching a program on the Internet. This is one of the causes of the gulf between the rating and the reality.
Finally, TV rating is not an absolute figure. Taguri reveals limits of TV rating from statistic point of view. In Kanto region, for example, 600 households are selected because it is impossible to survey all of its17 million households. It can be said that the result of 600 households is very close to the survey of whole households but the data is not the same as the whole 17 million households. However, people tend to forget this nature of statistics when they think about TV rating. In addition, TV rating always accompanies accidental errors as a nature (Taguri 16). The program of 20 % of rating includes accidental errors of about 3 %. If the rating is high, so are accidental errors. For example, if the rating is 45%, accidental errors are about 4%. Therefore, the accurate interpretation of 45 % of rating is that " it is highly probable that the rating is somewhere between 41% and 49 %." (Taguri 15). However, people do not think about the accidental errors when they think about rating. Thus, it is a mistake to give the absolute priority on rating. It should be treated just as a very rough estimate instead.
Ⅳ． Possible solutions
A. Education in media literacy
What could be done to solve problems in TV rating? First of all, program makers must dispel the myth that a good TV rating program equals to a good program. TV is very influential and it has a huge risk at the same time. Kuroda argues that media crimes in the past are caused by the lack of attitudes to protect the vulnerable among TV program makers (36). Kuroda further claims that program makers tend to forget that there is a huge risk in TV (36). To nurture the ethical attitudes in media, intensified awareness campaigns and extensive education programs for program makers are required immediately. The law and guidelines must support program makers keep their media ethics. There must be clear guidelines which controls all media as well as individual-regulation system in each TV station.
As Shaw argues that responsibility for how media are used and abused in society is shared by all parties to the process (2), media literacy for audience is also important. Audiences must act in a clever way when we watch TV. We should avoid being manipulated by TV by watching it passively. Burton says commercial television needs audiences to persuade its advertisers to spend money (211) .We must understand this nature of TV industry.
Brown analyzes various types of education programs for critical viewing skills for audience. According to Brown, education programs for critical viewing skills for TV have started in 1970s (61). He introduces 32 education programs conducted in U.S., U.K., Canada, Australia and parts of South America (61). These programs provide leaning skills to manage one’s media use and hence media influence (Brown 317). Programs include viewing videotaped television programs to analyze their quality, assignment to contact local media personnel or to communicate with national media managers through materials such as fill-in questionnaires, worksheets and flashcards (Brown 317).
Media education is especially important for young children because they do not have clear distinction between reality and virtual. Therefore, media education must be introduced at earlier stages and should be continued after that. For example, an education program in France, “Formation Du Jeune Telespectateur Actif” is targeted for pre-school, primary and secondary children (Brown 62). Ministry of education in Japan states that they focuses on information education as well as the expansion of IT use at school (Horita 42). However, at this moment, the priority is placed on expansion of IT technology. In addition, education programs are restricted at only schools levels. Media literacy education must include all parties in the society, children, teachers, parents, community and private and public program makers. All these combined efforts will contribute to solve the problems.
B. Promote dual programming streams
As Shaw argues that responsibility for how media are used and abused in society is shared by all parties to the process (2), media literacy for audience is also important. Audiences must act in a clever way when we watch TV. We should avoid being manipulated by TV by watching it passively. Burton says commercial television needs audiences to persuade its advertisers to spend money (211) .We must understand this nature of TV industry.
Brown analyzes various types of education programs for critical viewing skills for audience. According to Brown, education programs for critical viewing skills for TV have started in 1970s (61). He introduces 32 education programs conducted in U.S., U.K., Canada, Australia and parts of South America (61). These programs provide leaning skills to manage one’s media use and hence media influence (Brown 317). Programs include viewing videotaped television programs to analyze their quality, assignment to contact local media personnel or to communicate with national media managers through materials such as fill-in questionnaires, worksheets and flashcards (Brown 317).
Media education is especially important for young children because they do not have clear distinction between reality and virtual. Therefore, media education must be introduced at earlier stages and should be continued after that. For example, an education program in France, “Formation Du Jeune Telespectateur Actif” is targeted for pre-school, primary and secondary children (Brown 62). Ministry of education in Japan states that they focuses on information education as well as the expansion of IT use at school (Horita 42). However, at this moment, the priority is placed on expansion of IT technology. In addition, education programs are restricted at only schools levels. Media literacy education must include all parties in the society, children, teachers, parents, community and private and public program makers. All these combined efforts will contribute to solve the problems.
B. Promote dual programming streams
Another possible solution is to promote dual programming streams. Since TV industry is incorporated into the economic system. It is difficult for commercial TV stations to forget about profitability. This is the attempt to focus on improvement in quality for a part of programs while preserving other programs for business purpose. Unlike Academy awards and Palme d’ Or award at Cannes Film Festival for movies, there is no prestigious international awards for good TV programs. In Japan, All Nippon Producers Association (ANPA) organizes annual Élan d'or award for good movies and TV programs. However, this award is far from comparable to other movie awards in terms of honor and size of award. ANPA members, which include major TV stations, must support this award financially to increase quality of TV programs. Establishing a new prestigious award especially for TV program is another effective way to improve motivation for creating better programs.
C. Diversified program rating scheme
Another possible solution is diversified program rating scheme. As it is already implemented by Video Research Inc., expanding individual rating system is one way to improve accuracy of the data. The source of the problems in TV rating is that there is no other indicator to evaluate programs except for rating. People depend on this fragile TV rating as a result. As people have different values and focuses, the indicators should be more diversified too. Introducing different values is one way to make the perspective more diversified. In order to change the industry’s structure that depend solely on TV rating, a new index showing how much the viewers are satisfied is introduced by some companies such as Oricon and Research Q (Oricon)(Reserch Q). Oricon announces the annual ranking of TV programs high satisfactions from audience (Oricon). The result shows that satisfaction does not always correlate with TV rating. Research Q is an organization co-managed by TV Asahi and Keio University (Reserch Q). It shows programs with high satisfaction level in ranking on Internet. This is one of the efforts to substitute TV rating as a standard to evaluate TV programs. Along with the efforts in media literacy and increased focus on quality, effort in reviewing rating is necessary.
Ⅴ．Conclusion
Ⅴ．Conclusion
According to NHK, the average Japanese watch TV 3 hours and 53 minutes a day in 2007. This is one of the highest in the world （EURODATA TV）. If we are spending such a large amount of time to TV, we should be critical about it and consider problems seriously. While there are problems, we also acknowledge that TV has capabilities and possibilities for the future. It has advantages in terms of speed in reporting. It has a power to move people’s minds by appealing to senses directly. It is a forerunner of creating new entertainment, culture and times. We must realize the influences and risks to make best use of these advantages in TV.
TV rating system of today has many problems such as distortion of media ethics, deterioration of quality of TV programs and outdated measurement system. To solve these issues, program makers must control themselves following media ethics strictly. The media industry must question itself the reliability of TV rating and make efforts to change this rating-governed industrial structure. Audience should watch programs more critically based on own values. To establish a better relationship with TV in the future, we must take multi-dimensional and comprehensive approaches from ethics, education, business and technology point of views.
TV rating system of today has many problems such as distortion of media ethics, deterioration of quality of TV programs and outdated measurement system. To solve these issues, program makers must control themselves following media ethics strictly. The media industry must question itself the reliability of TV rating and make efforts to change this rating-governed industrial structure. Audience should watch programs more critically based on own values. To establish a better relationship with TV in the future, we must take multi-dimensional and comprehensive approaches from ethics, education, business and technology point of views.
Work Cited
All Nippon Producers Association. ＜http://www.producer.or.jp/＞
“Aru Aru may be cutoff, fabrication of program, 900 of claims, apology for viewers” Asahi Shinbum Jan. 22, 2007
Brown, A James. Television “Critical Viewing Skills” Education-Major Media Literacy Projects in the United States and Selected Countries-. Hillsdale NJ:Lawrence Erlbaum Associates, Inc., Publishers, 1991.Burton, Graeme. Talking Television. London: Arnold, 2000.
“Employee of Nihon TV buys TV rating” Asahi Shinbum Oct.12, 2003
EURODATA TV WORLDWIDE.＜http://www.mediametrie.com/contenu.php?rubrique=int＞Haba,Koichi. Shichoritsukyoso-Sono omote to ura-.[Competition over TV rating-its inside and outside] Tokyo:Iwanami shoten, 1996.Horita, Tatsuya. Media tono Tsukiaikata Gakushu[How to cope with media] Tokyo:Just System Corp, 2004
Kuroda, Kiyoshi. TBS jiken to Journalism [TBS issue and Journalism]. Tokyo: Iwanami Shoten, 1996.
NHK. Result of national TV rating survey based on individuals Nov. 2007.＜http://www.nhk.or.jp/bunken/research/yoron/shichou/shichou_07122501.pdf＞Oricon Inc. Satisfaction ranking of TV series dramas＜http://www.oricon.co.jp/news/ranking/7563/＞Reserch Q. ＜http://www.rq-tv.com/index_before.php＞Shaw, Colin. Deciding What We Watch- Taste, Decency, and Media Ethics in the UK and the USA. Oxhord:Clarendon Press, 1999.Taguri, Masaaki, et al. Yasahii tokei nyumon-Shichoritsu chosa kara tahensu kaiseki made-.[Introduction to statistics-From TV rating survey to several variables function analysis]Tokyo:Kodan sha, 2007.
