數位電視台創新服務策略關鍵成功因素研究

在大數據時代下的訊息傳播不但快速且大量複製，對於台灣影音內容製造的電視台營運産生的衝擊力非常巨大。經由電視台全面數位化的建構，不僅為電視產業帶來新的革命，也改變了電視使用者的收視習慣，在數位匯流的發展更趨成熟下，使用者對收看電視節目的期待已不只單純收看節目，對節目品質、內容多樣化，及應用服務要求也日益殷切。電視台數位化的影響已打破傳統電視的封閉式架構，電視、網際網路、電信與行動應用的界線已逐漸消失，網路相關服務的使用習慣已滲透至電視收視族群，電信、電視、網路匯流的結果，模糊了傳統媒體產業界線進而產生了新的服務型態與範圍。本研究以電視節目數位化製播與網路傳輸運作模式，藉由資深業界專家訪談方式、再根據專家意見做出的內及外部因素產業經營並以網路層級分析法探討各項系統架構的內容，實證結果顯示傳統無線電視台若欲成功推動數位化，應朝以下方向發展：1.善加應用或提升人力資源，以期因應數位科技技術之發展。2.經營策略必須即時因應國家相關政策。3.業務行銷應能掌握社會環境之脈動與趨勢。本研究發現由數位電視所開啟的全新消費性電子生態系統，透過網際網路將數位影音內容傳送到聯網終端服務的方式，分析跨越時空與終端設備限制的智慧電視開放平台如何引領產業變革，針對影響電視台經營策略之內部與外部因素，並將數位電視平台所開發的應用範圍或管理模式提出｢無線數位電視創新經營策略｣以作為新一代數位電視媒體的關鍵成功因素思考。

關鍵字

數位電視；關鍵成功因素； AHP層級分析法；創新服務策略

並列摘要

In the Age of Big Data, the information not only spreads fast but also can be copied in mass quantity, which brings huge influence on TV operation of audio and video manufacturing in Taiwan. The traditional structure, operational thinking as well as market operation mode of digital content operators will be completely changed. With the advancement of terminal equipment technology, the significant improvement of broadband network and the rise of intelligent mobile devices and social community applications, the television new media have been undergoing wide spreading development. The full digital construction of TV station has not only brought new revolution to the television industry, but also changed TV users’ viewing habits. As the development of digital convergence is becoming more advanced, users not only expect to watch programs but also strongly desire for the program quality, content diversity as well as application services. As the full digitalization of TV station has broken the closed framework of traditional television, the boundaries among TV, Internet, telecommunications and mobile applications have gradually disappeared, and the Internet-related services have been popular among TV users. The convergence of telecommunications, television, and Internet has erased boundaries of the traditional media industry and generated new service patterns and range. This study probes into digital production and broadcasting of TV programs and operating mode of network transmission, with the mode of interviewing renowned experts in particular fields, and then makes internal and external factors industrial management with experts’ advices. Moreover, this study applies network level analysis to explore the contents of various system structures and uses canonical correlation analysis to make empirical analysis of critical success factor. The results show that traditional wireless TV station should develop towards the following directions to successfully drive digitalization: 1. To make good use of or improve human resources so as to follow the development of digital technology. 2. The management strategy should instantly respond to relevant national policies. 3. The business marketing should be able to grasp the pulse and trend of social environment. In this study, the totally new consumer electronics ecosystem opened by big data transmission digital TV is analyzed. Through the way the Internet transmits digital audio and video contents to the networking terminal services, this study explores how the smart TV open platform overcoming time and space and terminal equipment restrictions leads the industry revolution. With special focus on internal and external factors influencing TV station business strategy, this study views the “wireless digital TV innovative business strategy” as the critical success factor of the new generation digital TV media after considering the application range and management mode of digital TV platform.