ABSTRACT Public service broadcasters (PSBs) around the world are restructuring their constituencies to meet the new challenges of increasing media diversification. New PSB management approaches include the diversification of transmission channels and development of contents. The optimum deployment of distribution channels and content genres, referred to as Portfolio Management, is now a major management priority and will provide the most efficient strategic allocation of management resources. In this article, we take NHK (Nippon Hoso Kyokai), Japan’s PSB, as a research target and analyze and evaluate its portfolio management. NHK has introduced the Value for Money (VFM) index through the measurement of WTP (Willingness to Pay), and has initiated channel-genre matrix management. This study aims to estimate the WTP of viewers’ reception fees from viewer surveys, and then distribute these WTP values to the channel-genre matrix. We then use Propensity Score Matching (PSM) to evaluate how NHK’s channel-genre matrix management is oriented toward public service value by dividing the sample population into high citizen orientation and low citizen orientation groups, and examining how the distributed WTP to genres differs between the two groups.

中文翻译：

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评估日本公共服务广播公司 NHK 的产品组合：倾向得分匹配方法

摘要 世界各地的公共服务广播公司 (PSB) 正在重组其选区，以应对日益增加的媒体多样化的新挑战。新的 PSB 管理方法包括传输渠道的多样化和内容的开发。分销渠道和内容类型的最佳部署，称为投资组合管理，现在是主要的管理优先事项，并将提供最有效的管理资源战略分配。在本文中，我们以日本的 PSB NHK（Nippon Hoso Kyokai）为研究对象，对其投资组合管理进行分析和评估。NHK通过WTP（Willingness to Pay）的衡量引入了VFM（Value for Money）指数，并启动了渠道流派矩阵管理。本研究旨在通过观众调查估算观众接收费用的 WTP，然后将这些 WTP 值分配到频道类型矩阵中。然后，我们使用倾向得分匹配 (PSM) 来评估 NHK 的频道-流派矩阵管理如何通过将样本人群分为高公民取向和低公民取向群体，并检查分配到流派的 WTP 在不同类型之间如何不同。两组。