Using Appreciation Index to Measure Television Program Quality — The Hong Kong Experience


Clement Y. K. So


Apart from traditional TV ratings surveys, some countries have used the appreciation index (AI) and other measuring tools to evaluate the quality of television programs. In 1998, the television industry in Hong Kong also carried out a large-scale survey to validate AI and use it as data to supplement TV ratings.

Generally speaking, there is a moderately positive correlation between Al and TV ratings among television programs, but the relationship is influenced to a certain extent by program type. News and information programs tend to have higher AI scores but lower ratings/awareness, while entertainment programs have lower AI scores but higher ratings/awareness. Findings in the Hong Kong survey generally agree with those in other countries, but news and public affairs programs differ from information programs in terms of Al pattern. Al proves to be a stable measure of television program quality and it is conceptually different from traditional TV ratings. Combining AI and TV ratings, this study proposes a new classification of television programs.