引进节目模式对中国电视节目受欢迎程度的影响

Imported TV Formats and Popularity of Chinese TV Shows

本文首次用341个中国综艺节目样本对引进节目模式是否提升节目点击率进行了实证分析。在控制了电视台、明星影响力、模式来源国、节目类型、是否续季、是否黄金时段播出、是否周末播出、播出年份等因素的情况下,我们发现引进节目模式确实对中国综艺节目的受欢迎程度产生显著的正向影响,进一步控制了模仿类模式节目并分年份子样本回归后,这一显著正向影响依然存在,但逐年下降,说明中国原创节目受欢迎程度也在逐年提升。文章对引进模式提升节目受欢迎程度的影响机理进行了理论解释,并对相关政策实践进行了评论。

This paper uses a dataset of 341 Chinese entertainment TV shows broadcasted from year 2014 to 2017 to empirically test whether the imported TV formats help increase quantity of views of TV shows on internet.We find shows with imported TV formats have significantly more viewers, even when we have controlled other variables,including broadcasters,TV stars,sources of imported formats,program types,whether sequel or not,time of broadcast,weekends,year of broadcast.The effect is robust when we further control the 71 imitation shows with no copyrighted imported formats but very similar to certain foreign shows.The significant positive influence still exists when samples of each individual year are separately regressed,but dropped year by year,which indicates the popularity of the Chinese original program also increase year by year.We give a theoretical analysis on the influence mechanisms of imported TV formats on the popularity of TV shows and conclude the paper with some comments on the policies of Chinese government to limit the importation of TV formats in recent years.