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- OpenAccess
從節目模式改編的價值鏈，思考綜藝節目產業的升級與轉型：以《中國好聲音》為例
Strategies for Upgrading and Transforming the Variety Show Industry From the Perspective of the Value Chain of TV Format Adaptation: A Case Study of The Voice of China
摘要
節目模式的輸出與輸入，是傳播全球化的重要議題，僅專注節目「內容」的全球化，反而會忽視節目「模式」全球化的開發潛力。本文從文化全球化的視野，探討節目模式改編的價值鏈，從合法引進國外優質模式、學習製作技巧、發展本土創意、生產在地優質節目的過程，分析其中的資源與人力運用及改編策略，在學術上提供節目模式改編價值鏈可能的研究方向，在實務上提供臺灣娛樂節目產業轉型升級參考。本研究以深度訪談與次級資料分析《中國好聲音》，發現可資參考的作法包括：成立模式研發部門培養「模式鼻」；巧妙運用資源依賴，採取投資分成的製播分離制度，利潤來自資源「開源」而非成本「節流」；本土化對價值鏈的貢獻，不只是「內容」本土化，而是能夠整合國內有價值的資源基礎，共創「產業價值鏈」等。臺灣的綜藝節目應轉型為節目品牌經營與生產節目模式，以提升產業附加價值。
並列摘要
The import and export of TV program formats is important in media globalization. Focusing only on the globalization of TV content risks ignoring the development and potential of TV format globalization. From the perspective of cultural globalization, this study examined the value chain of TV format adaptation, including strategies of purchasing outstanding foreign formats, learning new production techniques, developing localized creativity, and producing high quality local programs. This study provides a possible direction for academic research on the TV program format adaptation value chain as well as practical suggestions for upgrading and transforming Taiwan’s variety show industry. Based on in-depth interviews and secondary data analysis, this case study on The Voice of China identifies the following strategies for media in Taiwan: Research and development departments should be established to cultivate ＂a nose for television formats.＂ Production companies should generate more revenue through sharing the investment in broadcasting. Rather than cutting costs, additional sources of revenue should be cultivated. Besides content localization, the major contribution of program format localization comes from integrating local resources and developing a local industry value chain. The results of this study suggest that variety shows in Taiwan should prioritize cultivation of the program brand, as well as the development of program formats to create a value-added media industry.