台灣公共電視媒體經營OTT影音平台的策略與挑戰-以公視+為例

隨著時代的進步與科技的發展，一向以傳播新知為主要任務的媒體也受到非常大的衝擊，OTT 產業順勢躍起，不僅改變民眾的收視行為，更衝擊台灣的內容產業。各類媒體的轉型已如火如荼的進行中，來面臨迅速興起的新媒體衝擊，此時，電視媒體經營也必須調整以因應新媒體時代所帶來巨大轉變。　　公共電視於2015年成立公視+7網站，原意為服務無法準時收視的閱聽人，而後因應國際OTT平台的崛起，因而在2017年將公視+7網站轉型為公視+平台，提供全面OTT影音服務。　　文化部影視及流行音樂產業局及文化內容策進院，每年都針對電視產業公佈影視廣播產業趨勢研究調查報告，面對網路的跨平台競爭，作為中立傳播媒介為主要目的之公共媒體因應產業衝擊所做的轉型益發顯得重要，但卻無公共媒體相關的研究調查。　　本研究將透過深度訪談方式，探討台灣公共電視媒體在OTT產業崛起後所面臨的各種經營挑戰，及公共電視成立公視+的策略佈局，以面對未來科技的變化。

關鍵字

新媒體； OTT ；公共電視；公視+ ；五力分析；價值網

並列摘要

With the progress of era and the development of technology, the OTT industry has taken advantage of the trend and thrived, changing the viewing behavior of audience, and bringing great impact to the content industry in Taiwan. Meanwhile, facing the rapid rise and impact of new media, various media whose original main task is disseminating knowledge, have undergone transformation in full swing. Taiwan Public Television Service Foundation (PTS Taiwan) has established its own OTT platform – “PTS+7” in 2015. Its original intention is to serve viewers who were unable to watch program on time on TV. Then, in response to the rise of the OTT platform worldwide, “PTV+7” transformed into “PTS+” in 2017 to provide comprehensive audio and video services. “Bureau of Audiovisual and Music Industry Development” and “Taiwan Creative Content Agency” from “Taiwan Ministry of Culture”, have published reports of trends in film, television and broadcasting industry every year. Facing cross-domain competition from online broadcasting platforms, the transformation of the public media, whose main purpose is to maintain its neutrality and independency, has become increasingly crucial. However, there has been no research and investigation done in relation. This research will explore and investigate the business challenge faced by PTS during the rise of the OTT industry, and the organization’s strategic arrangement of “PTS+”, its OTT platform, in respond to future technological development and changes.