- 學位論文
電視高畫質收視戶與一般畫質收視戶收視行為差異性之研究—以某家電視台為例
The Study of Variance Analysis on the Viewing Behaviors between HDTV and Conventional TV- A Case of One TV station
摘要
2009年6月12日美國宣布收回無線電視的類比頻道，2011年7月4日亞洲日本亦跟進，正式向世人宣佈進入數位電視時代的決心；而臺灣數位電視進程一再延遲，依最新規定時程訂為2012年12月31日回收電視類比訊號，是否能順利達成，端看政府決心、業者配合與市場反應。茲因電視數位化是全球未來的趨勢，從最前端的拍攝、傳送、接收至最後的播放等全部以數位技術處理，家中電視機也必須更換數位電視機才能收看，因此電視數位化是很大的變革，對產業及社會大眾皆帶來深遠的影響。 臺灣有相當多學者、業者與官方提供豐富的有關高畫質電視的研究，但大部分皆停留在技術與發展的領域裡，至今鮮少提出有關高畫質與一般畫質電視內容的收視行為比較分析的量化研究，造成這種情況的最重要原因，當然與目前我國數位電視平台與高畫質內容不足有關。本論文以量化方式研究，臺灣目前高畫質收視戶與一般畫質收視戶收視行為差異分析，並提出個人看法與建議，希望庶幾乎有助於政府、業者與民眾對臺灣未來高畫質電視內容發展之瞭解、推動與支持。 綜合對於高畫質收視戶與一般收視戶，以及高畫質收視戶本身對於頻道選擇的差異分析後，發現臺灣觀眾對於高畫質節目都有高度的期待，也最受觀眾青睞，現今高畫質節目內容的不足，顯然不是觀眾的問題。其次，研究過程中也發現，至今未曾體驗過或不瞭解高畫質電視的觀眾的比例仍高，因此應加強未來對觀眾的宣導，才能突破現有困境，獲得更佳的市場反應與觀眾支持。然而，高畫質內容的產製，與現有一般畫質內容的製作不同，再者未來數位匯流的內容提供也會顛覆傳統製作迷思，互動、隨選與家庭需要，也將形成未來發展主流。 最後，在高畫質電視產業裡，其參與者包括，政府、平台經營者、頻道經營者、內容製作者、內容集成者、相關產品製造者與一般觀眾等。其中，政府那隻「看的見的手」必然扮演最重要的角色，必須推出相關的策略、輔導與法令措施，才能引領臺灣儘速邁向高畫質數位匯流的領域裡。
並列摘要
On 12th, June 2009, the U.S. Government announced to cease all analog television transmissions, as Japan on the other side of world followed up on 4th, July 2011 so the world has entered into a new era of digital TV. However, the development of digital TV in Taiwan has been much behind the world class due to inadequate progress of policy making, though the government’s agenda has set forth the plan to cease analog television transmissions on 31st, December 2012, such a goal whether it can be achieved or not is still remained uncertain for it is right now questionable over the possibilities and potential about government’s determination, cooperation from mass media distributors, and market’s demand. Furthermore, and much concerned about the change that would be brought along with digitalization, regardless how true it is the trend and future of the globe. But such a change is considered to be revolutionary because of the impacts on the industry as well as to the great audiences of general public, where digitalization prevails from techniques and production stages of signal sending to actual broadcasting, as it will equally take place to home-based appliances so they will be all switched to digital TVs. Studies and researches on HDTV are ample in Taiwan conducted by academics, practitioners, and the officials, but these studies mostly focused on merely technological development rather than quantitative alike such as comparing viewing behaviors of conventional and high definition TV. This is due to the fact that Taiwan at the current stage is insufficient in turns of supply and production of digital TV platform and HDTV contents. As a result, this thesis intends to derive insights into the contrast between audiences’ viewing behaviors of conventional and high definition TV in Taiwan, by conducting comparative analysis hence to offer suggestions more constructive for future promotion of HDTV. To sum up the research findings, television audiences in Taiwan have high expectation towards HDTV programs the findings also suggested further that the insufficiency in making HDTV contents was contributed by factors other than the inclinations of audiences. Secondly, more promotions of HDTV are needed to increase the market share, for there remains a high percentage of population who has been unaware or not yet experienced HDTV. To this end, the “sleight of hand” of the government plays a critical role as a “pushing hand” in aspects of policy making, enterprise subsidiary, and legislature, altogether towards a vision as well as a realm which shall be realized as digital convergence in Taiwan.