廣播電台之音樂排檔策略研究－以義守之聲校園網路電台為例

除了談話之外，音樂也是廣播節目中的主要元素，更是大多數聽眾收聽的主要原因，近年來受到資訊傳播科技的影響，網路廣播開始盛行，為能讓網路廣播電台滿足訴求聽眾的喜好，必須有系統有規劃地安排並處理音樂。而本研究即透過產學合作的模式，藉以分析出大學生族群對音樂與節目元素的偏好，並詮釋在排檔時要注意的技巧或原則。本研究的結果顯示多數的大學生收聽廣播的時間是從下午六點起到凌晨為止，雖然收聽的長度並不久，但都有持續收聽的習慣。而當代流行音樂仍是廣播能提供這個族群的最愛服務，特別是中板節奏與輕緩舒服的音樂，最能獲得大學生族群的青睞。而在編排音樂時，配合聽眾作息是首要的考慮因素，次之則是增加節目魅力與養收聽習慣。而在對比一般廣播收聽調查的結果後，發現網路廣播電台與傳統電台的大學生聽眾在收聽行為與音樂偏好上並沒明顯差別。

關鍵字

音樂排檔；網路廣播；收聽行為

並列摘要

In addition to talk, music is the other critical factor for radio programs, which is also the primary reason why most audience listens to radio. Recently, due to the fast development of information communication technology, webcasting radio starts prevailing. In order to fulfill audience's needs and wants, webcasting radio stations have to systematically schedule and air music. This industrial-academic collaborative study focuses on music preferences and listening behavior of college students listening to webcasting radio stations, and try to interpret critical techniques or principles for music programming. The results indicate that the most popular day part for college students to listen to radio is between 6 PM and midnight. Even though they are not heavy radio users, they regularly listen to radio online. Contemporary hits are the most popular music format for this type of audience, in particular mild energy and comfortable feeling ones. When programming music, most practitioners consider to follow audience life. The other factored being considered are enhancing program appeals and forming listening hobbies. According to the results, there is no significant difference in terms of listening behavior and music preferences for college students, no matter while they listen to tradition radio or webcasting radio.