出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：The introduction of the digital terrestrial television(DTT) in Chile brings new problems to the televisionaudience measurement process. In a multisignalcontext, with the emergence of new contents andsquarely in front of the contemporary technologicalconvergence, the correct representation of the viewingbehaviors faces unprecedented methodologicalchallenges. This creates the conditions for developingnew methodologies as a result of professional experienceand research in the field itself. Thus, the TV audiencemeasurement in Chile takes a new methodologicalapproach, through the “Audio Matching”. Withthis, the measurement through audimeters (peoplemeters) enters a new era, facing the dual challenge ofanalog and digital measurement in a mixed televisionbroadcast. In addition, it does respond effectivelyto the new realities in the television consumptionrelated to the time shifted television viewing.
关键词：audience measurement; television; people meter; audimeter;medición de audiencias;televisión;people meter;audímetro
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