熟年世代頻道的節目發展策略

近年來，「熟年世代」消費族群的新勢力崛起，臺灣娛樂媒體產業自然也無法對此趨勢置身事外，有線電視未來勢必將以此龐大的族群作為目標開發市場。本研究以經營者的角度，來探討熟年世代頻道的節目發展策略，期能提供業界做為未來開發新頻道的參考。本研究以文獻分析、次級資料與深度訪談等方法進行研究。研究結果顯示：一、掌握熟年世代閱聽眾特質：熟年世代是一群教育程度高且口袋深的族群，多數身體健康，且熟悉數位科技。掌握這群閱聽眾的特質，便等同於掌握廣告客戶。二、熟年世代頻道的節目選擇：目前熟年世代最偏好的兩大節目類型是新聞和戲劇，有線綜合臺未來可鎖定新聞、戲劇、綜藝、美食旅遊、健康資訊等五大類型節目。三、熟年世代頻道的節目發展策略：有線綜合臺應強化優質原生內容，並強化多元化營收、發展粉絲經濟。此外，以電視和新媒體互補，並培養複合型人才，才能共創雙贏。

關鍵字

熟年世代；有線電視頻道；節目發展策略；內容為王

並列摘要

In recent years, a new segment has emerged in consumer markets -- the mature demographic segment. Regarding commercial and social services, cable television industry will inevitably develop a market specifically targeting at the mature age segment in the future. Therefore, the present study examined program selection, development, and content strategies for channels catering to this demographic. The findings of this study may serve as a reference for the industry in developing new channels. This study adopted both qualitative and quantitative methods, namely a documentary analysis, a secondary qualitative study, and in-depth interviews. First, we analyzed and compiled information on current developments in the Taiwan’s TV media industry and analyzed the audience composition of the mature age segment. The mature age segment mostly comprises senior citizens who are nearly retired or have already retired and who are highly educated. Economically, they have considerable strength and high self-confidence, and they are physically healthy. The digital divide between them and young people is closing. Second, we conducted in-depth interviews to explore program selections specifically targeting them to develop a research framework. The mature age segment’s preferences in program selection are mainly limited to the following five types of programming: news, soap operas, variety shows, cuisine and travel shows, and health information shows. Third, we concluded that content is the most crucial factor. Self-produced quality content can increase the diversity of income streams and attract new audiences, thereby further enhancing potential income. Creating effective new programs for TV and other media can produce mutually beneficial outcomes and cultivate interdisciplinary talent.