運動商業化在電視運動媒體節目頻道之呈現

Readind TV medias in Taiwan from the viewpoint of the commercialization of sports

盧心炎(Lu, Sin-Tan) ； 黃瓊恩(Huang, Chiung-En)

《運動健康休閒學報》 7期 (2016/04) Pp. 22-31

摘要

不論是棒球明星王建民、陳偉殷，或是籃球「野獸」林志傑，旅外球員的狀況與表現一直是國內體壇持續注意與關心的議題。過去台灣特有的「王建民現象」，顯示出職業運動它獨特的商業化特質；而台灣閱聽民眾在欣賞球賽的同時，也受到了運動電視媒體相當程度的影響。當年的紐約洋基隊正式宣布「釋出王建民」的訊息之後，台灣媒體即陸續開始對紐約洋基隊提出批判，一反先前國內群眾支持紐約洋基隊的氛圍。在現實的職業運動世界裡，運動員本身就是商品，是自由經濟市場中交易的籌碼；職業運動員在契約合法內容與保障之下，將極盡所能的顯示其自身與附加的經濟利益價值。本文試圖從台灣運動媒體的觀點出發，來探討運動商業化對我國運動電視媒體產生的影響；更進一步反思台灣運動媒體的主體價值與行動策略。本研究針對國內三家有線運動電視頻道所播出之節目內容進行調查。研究結果發現，台灣運動電視媒體之主體價值與行動策略，包括節目類型之選取、播出時間之設定安排、直播類型之策略，以及配合運動彩券所播出之簡介類型節目，皆由商業化之結果所建構。目前台灣電視有線電視頻道中之緯來運動台與福斯運動台為專門播放運動節目之頻道，所呈現之運動節目類型皆受商業化取向之影響。

關鍵字

王建民現象 ； 運動商業化 ； 台灣電視運動媒體

並列摘要

From the baseball superstars Chien-ming Wang and Wei-Yin Chen to the ＂basketball beast＂ Zhi-Jie Lin, the player's status and performance were always to be concerned with Taiwan's people. In the past, the ＂Chien-ming Wang phenomenon＂ showed the unique quality of the commercialization of sport in professional sports in Taiwan. When people watched MLB games on TV, they also influenced with TV sport media. After New York Yankee declared the messages of releasing Wang, people and media in Taiwan began to criticized for Yankee's betrayal on TV programs. In the reality of the professional sports, the professional athlete just like a commodity in the free economy traded market; they will show their own and additional economic value under the legitimate contents of the contract. This research discussed the effects from the Taiwan's TV sports Media on the commercialization of sport. And further, we will survey its main value and program strategy. The results of this study found that the main value and program strategy of Taiwan's TV sports Media was constructed with the results of the commercialization. The programs of three sports channels also deep influenced with the commercialization orientations.

並列關鍵字

Chien-ming Wang phenomenon ； the commercialization of sport ； Taiwan's TV sports Media