無線電視台發展數位影音內容加值服務規劃之研究

A Study on Developing Value-added Services of Digital Content for Terrestrial Broadcasting Companies.

黃婉筑(Wan-Chu Huang)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2007年)

https://doi.org/10.6838/YZU.2007.00346

摘要

製作數位電視節目不只是設備、內部系統的轉換，更為製作、播出、收視習慣之全新概念，電視台業者也將投入更多的人力與成本。因應受眾收視習慣多元化與影音內容需求量的增加，如何有效地利用每一次拍攝素材，將節目再次行銷與多元使用，則是本研究探討的重點。因此，建立有助無線電視台業者發展數位影音內容加值服務規劃方式，整合相關文獻與深度訪談，進一步歸納出相關原則供無線電視台業者參考。最後，本研究以民視台灣水果之美影音加值計畫做為範例，實際瞭解目前無線電視台業者內部執行加值服務之現況，提出對無線電視台業者發展數位影音內容加值服務規劃之建議。

本研究發現，電視台發展數位影音內容加值服務應以「Content is Service, Service is Content」思考模式，提供優質影音內容以提升自我品牌價值。另一方面，將影音內容以門檻屬性、核心屬性、多樣化屬性、附加屬性做為區隔，由模組化增加影音內容的重複利用。最後，本研究建議民視影音內容加值計劃可由娛樂、資訊（知識）、健康做為企劃主題發想，並且培養內部執行人員的專業能力，進而成立以跨媒體人才為中心的新媒體部門。

關鍵字

無線電視台 ； 數位影音內容 ； 加值服務

並列摘要

In order to produce digital TV programs, terrestrial broadcasting companies must not only spend more budget and effort to upgrade the equipments and internal systems, but also introduce brand new concepts into program production, transmission, and audiences’ viewing habits. Due to the diversity of audiences’ viewing habits and the increase needs of digital contents, this study is going to focus on how to use digital contents effectively to improve marketing abilities and accessibilities. The objective of this study is to develop a model for value-added service of digital content for the terrestrial broadcasting companies. This study then takes a program named “The Grace Fruit in Taiwan” from Formosa TV as an example to examine the effects of implementation of value-added service of digital content on broadcasting companies and to develop several recommendations for those companies.

The findings of this study indicate that the terrestrial broadcasting companies might need to develop their digital content on the basis of “content is service, and service is content.” Companies should provide high quality digital content to increase their reputation. By utilizing modular contents and categorizing the digital contents by the attributes of threshold, central, variety-enhancing, and plus-only, the company will be able to utilize the same contents to its fullest potential. The study recommends Formosa TV to focus on topics such as entertainment, information (knowledge), and health when developing their program’s content. Furthermore, the companies should provide specialized training for their personnel, and establish new media departments that employ the cross-media workers.

並列關鍵字

Terrestrial broadcasting companies ； Digital content ； Value-added services

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