The Role of The Target Audience and Their Preference for Programming in Increasing Subscribers to China's Online Video Website iQiyi

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Title: The Role of The Target Audience and Their Preference for Programming in Increasing Subscribers to China's Online Video Website iQiyi
Author(s): Luo, Yaming
Advisor(s): Tedesco, Albert S.; Salas, Philip W.
Keywords: Television--Management; Internet--Management; Mass media--Management; Mass media--Audiences--Attitudes; Mass media--Audiences--Research; Internet videos
Date: 2019-06
Publisher: Drexel University
Thesis: M.S., Television Management -- Drexel University, 2019
Abstract: With the advent of China's first streaming video website in 2004, video websites have become the main channels for viewers to watch TV shows, movies and short videos. But behind the industry boom, profitability problems have been a concern for streaming video websites. This thesis examines audience attitudes toward programming on streaming video websites, to find a way to increase iQiyi's number of subscribers. Based on the features of the target audiences for iQiyi, from other literature and the results of a survey, the author provided reasonable suggestions for programming improvement.
URI: https://idea.library.drexel.edu/islandora/object/idea:9494
In Collections: Theses, Dissertations, and Projects

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