การสร้างตัวชี้วัดคุณภาพรายการไทยพีบีเอสตามมาตรฐานสื่อสาธารณะ

Abstract

                  The construction of ThaiPBS program quality indicators under public broadcasting service standard can be seen as an evaluative innovation of Thai television program quality which focuses on the role of public service broadcaster within Thai context as well as international public broadcasting service standard. The indicators were designed and constructed in accordance with ThaiPBS program operation and genres, and Thai audiences who were not quite familiar with public broadcasting services. Through the use of factor analysis, the 39 indicators were categorized into 6 groups; originality and innovation consisting of 8 indicators, audience engagement with 6 indicators, audience impact with 11 indicators, trustworthiness with 5 indicators, audience’s social learning with 4 indicators, and persistence with 5 indicators. Then, multiple regression was employed to determine weights of influencethat each group of indicators had on each program genre. The result indicates that certain groups of indicators had an impact on certain types of program with a significantlevel. In others words, the quality of different programs can be measured by different groups of indicators, namely the evaluation of “news and news-related program” should employ persistence, trustworthiness, and audience impact indictors respectively; the “docu-mentary program” should be measured by originality and innovation, trustworthiness, and audience’s social learning indicators respectively; the “entertainment program” should be assessed by originality and innovation, audience impact, audience’s social learning, and persistence indicators respectively.