我國公視節目規劃策略之探討

Examining the programming strategies of Taiwan’s Public Television Service

徐福德(Fu-De Hsu) ； 胡元輝(Yuan-Hui Hu)

《傳播文化與政治》 4期 (2016/12) Pp. 143-197

摘要

全球公共廣電自1980年代起遭逢來自商業廣電愈來愈強大的挑戰，為因應新型態的競爭環境，公共廣電多在節目規畫上採取匯流策略，惟此舉亦招來違背成立宗旨之批評。本研究發現，我國公共電視雖然成立脈絡與其他國家有異，但亦難逃與商業電視節目匯流趨勢，成立十七年來雖仍製播相當數量的文化藝術、紀錄片與教育學習類節目以彰顯公共服務特色，並致力於節目品質的獨特性，不過，綜藝與戲劇節目排播比例有逐年增加趨勢，並在整體節目播出上佔有相當比例。此外，歷年公視年報的內容分析顯示，電視台治理高層對收視率在節目策略上的地位雖無明確表態，但重視度似有逐年提升態勢。面對與外國公視異中有同的節目匯流現象，本研究認為，應提供我國公視充分營運經費以實現其營運宗旨，並因應公共服務媒體時代的來臨。

關鍵字

公共服務媒體 ； 公共服務廣電 ； 台灣公視 ； 節目規劃策略 ； 節目匯流

並列摘要

Since the 1980s public service broadcasters globally have been experiencing ever stronger challenges from the commercial broadcasting sector. In order to adapt to the fast-changing competitive environment public service broadcasters mostly adopt convergence strategies in their programing, even though this action has been criticized as moving away from their founding mission statements, the principle of public service. The results of this research show that although Taiwan’s Public Television Service (PTS) was established in a different context compared to other countries it cannot avoid following the trending strategy of programming convergence with that of its commercial counterparts. During the seventeen years since its establishment the scheduling ratio of variety and drama programs is increasing yearly and those programs constitute a considerable proportion of its overall broadcast. In addition, content analysis of PTS's annual reports over the years indicates that though the senior management may not openly voice the role of the ratings in the consideration of its programing strategies, its importance seems to be a rising trend. The conclusion of this study suggests that faced with the similar programing convergence phenomenon as in other countries the PTS should be provided with sufficient operational funding in order to fulfill its mission statement and be ready for the advent of the new public service media era.

並列關鍵字

public service media ； public service broadcasting ； programming strategy ； programming convergence ； Public Television Service(Taiwan)