台灣手持式電視之服務內容研究

A Study of Mobile TV Services in Taiwan

萬岳憲(Yueh-Hsien Wan)

指導教授 ： 楊美雪博士

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2007年)

摘要

數位匯流的發展趨勢令數位內容得經由無線傳輸環境在不同的系統平台展現，以往在類比時代功能區分明顯的服務內容，也因為數位傳播技術的精進，以及在使用者需求導向的商業行為帶動下，服務功能也將逐漸趨近於多元而一致，而當數位內容在廣播、電信與網路等平台匯流後，傳播媒介的界線已逐漸模糊，彼此產生跨領域傳播語音、視訊與數據的科技匯流現象。
令消費者隨時隨地接收即時清晰的畫面是手持式電視最重要的基礎服務，而在手持式電視的傳播基礎設施建置完成之後，仍須規劃推出使消費者能接受且與傳統電視不同的服務內容，以使用者導向概念發展易學易用的使用者介面，製作具互動性與加值性的服務內容，以吸引消費者成為手持式電視的長期使用者，並成為與傳統電視的主要差異化服務內容。
本研究搜集國內、外與手持式電視相關之文獻資料，以探討目前全球手持式電視的發展趨勢；並採用深度訪談法，搜集手持式電視參與業者在服務內容的發展現況、策略規劃與影響因素；藉由網路問卷調查，瞭解消費者對手持式電視的節目與資訊服務內容的使用期望。
研究發現，手持式電視業者目前有執照核發及適用法令等迫切性問題待釋義，此兩項問題也同時會對手持式電視業者未來的投資與競合產生影響；消費者對於節目內容的期望以新聞性及娛樂性節目較高，資訊服務則較重視即時路況導航及家庭保全監控；期望未來可攜式裝置的主要功能組合，則以道路導航、行動電話及音樂播放為主要的搭配應用。

關鍵字

手持式電視 ； 行動電視 ； 服務內容

並列摘要

The trend of digital convergence has served to distribute digital content via wireless transmission to different platforms. Services in the analog age of old were clearly distinguished, but have grown more diverse yet unified on the advancement of digital broadcasting technologies as well as the stimulus of user-oriented business development. The demarcation among transmission media of digital content has been blurred with the convergence of various platforms - such as broadcasting, telecommunications, and networks - thereby creating the boom in cross-platform transmission of audio, video, and data.
Feeding clear, real-time video ubiquitously to users is the most important basic service of mobile TV. However, following the completion of mobile TV infrastructure construction, related companies need to develop accessible service content different from traditional TV, develop user-friendly interfaces, and produce interactive and value-added service content, so as to coax consumers into becoming long-term users of mobile TV, and to create significant differentiation with traditional TV.
This research brings together worldwide data on mobile TV and examines current development trends in the global mobile TV sector. Furthermore, intensive interviews with relevant companies were conducted to garner information on the current development, strategic planning, and development variables of mobile TV service content. Online surveys were also used in order to understand consumers' expectations of programs and data services on mobile TV.
The research results show that mobile TV operators are currently faced with several urgent issues, including the lack of clearly defined laws and regulations and problems with license issuance. These issues are expected to have an impact on the future investments of mobile TV operators as well as their competition and cooperation. This research also shows that programs most favored by consumers are news and entertainment, while the most requested data services include real-time traffic navigation and home security monitoring. The highest anticipation is for mixing applications and functions of other portable devices together, with traffic navigation, mobile communications, and music playback being the main combination.

並列關鍵字

Handheld Device ； Mobile TV ； Content Service ； DVB-H ； MediaFLO

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