- 學位論文
誰是接班人？成為核心當家主播之養成策略
Who Shall Be Made The Next Main News Presenter?- The Strategies to Cultivate A Leading News Presenter
摘要
選舉報導在現今臺灣社會關注的氛圍下，勢必能為電視臺帶來高收視率。電視臺要能擠進收視率排行榜，「主播」扮演很重要的角色。要如何能在競爭激烈的媒體環境中脫穎而出，擔綱黃金時段或重點節目之主持人，成為當家主播，為電視臺帶來高收視率，受到電視臺的重用，這不僅是要靠主播個人的努力，多數時候與電視臺的培育策略及機運也有很大的關係。 本篇論文的研究背景，即從2014年，新聞臺的選舉年做為時間基礎點來進行觀察與研究。新聞主播要如何成為核心當家主播，以及要成為核心當家主播，需經歷何種階段性之養成策略。研究生從經營者擬定的考核機制「選、訓、考、升」流程中，瞭解電視臺如何拔擢當家主播，再藉由個案主播一路的培養流程，兩者立場相互交叉研究分析下，得知「成為核心當家主播」的養成策略，並獲得「十字架核心理論」及「成功品牌更新論」等重大研究發現。 中生代主播要晉升成為當家主播，必須在各家新聞臺時段中奪下收視率冠軍，以及需在自家電視臺內部評比中，也拿下收視率冠軍，因此須與外部競爭，也須與內部競爭。研究生在第四章個案中，提出「XY軸─橫向縱向收視率分析」之策略，本研究之重大研究發現提出「十字架核心論」，意即已是電視臺重點栽培之中生代主播，可採取「十字架核心論」，進攻外部競爭與內部競爭，達到橫向與縱向雙贏，即能內、外部都得勝，便能達到電視臺績效考核中的唯一考核項目：「達到高收視率標準」。 本研究透過深度訪談法，訪問臺灣某主流電視新聞頻道電視新聞臺執行副總、海外知名亞洲電視臺節目最高負責人及資深媒體人，進而得到上述研究發現。
並列摘要
Under the current atmosphere of social concerns in Taiwan, news coverage of political elections is incontestably bound to bring in high viewership ratings for television stations. News presenters play a consequential role when it comes to pushing the rankings up in the ratings chart. How one can stand out in the intensely competitive media environment to be able to present primetime programmes or host major shows? To become THE main presenter, and bring with them the high ratings for their stations in order to be valued by the station depends not only on individual efforts but, most of the time, the talent development policy of the television station, and luck. The background of this thesis is hence based on 2014, the election year for news stations, for observation and research. How does any news presenter become the main presenter? What stages of a development strategy does a wannabe main presenter need to go through? The researcher established how a television station, through its assessment mechanism process of "selecting, training, evaluating, and promoting" devised by the chief operators, advances its main news presenter. And by crossover studying its perspectives with those of the news presenter featured in the development procedures of the individual case study, 'The Strategies of Advancing a Main News Presenter' is learnt, and 'The Cross Core Theory', 'The Successful Brand Updating Theory', and other major discoveries are found by the study. For a middle-aged news presenter to be promoted to be the main presenter, one must rank no. 1 in the viewership ratings amongst all channels' TV news of the time slot as well as amongst news of all time slots inside their own channel. The necessity of competition comes internally and externally. In the individual case study in Chapter IV, the researcher mooted the "XY Axis - the Horizontal & Longitudinal Ratings Analysis" strategy. The significant research discovery, "The Cross Core Theory" suggests that having a news presenter been involved in the station's main presenter development procedures, they should employ the theory and tackle both the external and internal competition head-on to reach horizontal and longitudinal wins, i.e. both internal and external victories, in order to attain the only objective of the TV station performance review: "achieve high ratings standards". This study obtained the above findings by conducting in-depth visits and interviews with the Executive Vice President for a news channel of certain mainstream TV news network in Taiwan, well-known overseas Asian television programme chiefs, and senior media persons.