客家電視台是台灣第一個以族群文化為主體的電視頻道，客家電視台節目在客家文化內涵上的表現，對於客家族群文化的發展、觀者的判斷以及整個文化社會的動態發展來說，更有著莫大的影響力。有鑑於此，本研究運用修正式德非法，進行客家電視台非新聞性節目呈現客家文化內涵指標之建構，並利用統計分析方法歸納出指標整體面向，而後邀請專家學者輔以深度訪談，以提出客家電視台於節目呈現上之建議。期望本研究所得之結果，可以提供未來客家電視節目製作之參考，在收視率數字的檢視之外，作為評估客家電視台節目對於客家文化的價值與意義之思考。 / This study aims to explore the prospects of context of Hakka TV programs. Hakka TV is the first channel which takes ethical culture as subject. The cultural implications of Hakka TV programs, therefore, have enormous influences on the development of Hakka culture, the cultural judgment of audience, and the dynamics of society. However, compared with audience rating, the value and meaning of Hakka TV programs are still under-examined. For this purpose, in this study Modified Delphi Method and in-depth interview with related experts were conducted in order to construct factors and indices of Hakka cultural implications. The construction is based on non-news programs of Hakka TV for prospective programs production.

本論文研究「客家電視作為我國第一家由政府出資設立的族群電視，它的成立背景有何歷史結構因素交雜其間？也就是在台灣的社會脈絡下，設立族群媒體是為了撥正主流社會價值觀的偏差？抑或僅是一個政治性考量？而在客家電視建台完成後，又應如何思考以開放性的文化認同，建構多元平等的公共空間？」 透過史料文獻分析、深度訪談六位曾參與規劃建置客家電視的相關人員，以釐清客家電視的生成脈絡。同時本研究也援引雷蒙‧威廉士(Raymond Williams)的「節目編排：分佈與流程」的概念，分析客家電視台的節目編排策略；並輔以考察國外族群電視個案，指出客家電視所面臨的困境，以及提供參考建議。 研究發現，客家族群1980年代後期以降的社運訴求，成為陳水扁在2000年的競選承諾之一，具體展現為客家電視在2003年7月1日開台。但陳的客家政策白皮書明訂：客語頻道開播五年後，政府將不再編列預算補助，由頻道自負盈虧。這也造成客家電視初期是以標案方式委託民間媒體營運。「一年一標」的招標方式，不論是在法規、經費、人力配置上都有重大瑕疵。本研究因而認為，民進黨最初為選票訴求而承諾與創設，惟若無後續改革，客家族群電視促進多元文化發展的成效將極為有限。 2007年1月客家電視加入台灣公廣集團(TBS)運作後，客家電視台的節目製播內容已有改變。研究發現，晚間七點播出的【暗夜新聞】的整體流程編排，企圖呈現一種以客家人角度看世界的新聞意象。然而客家電視在經費來源、法制未明的狀況下，未來的發展仍有變數；另一方面，在客家電視也應去思考頻道本身的調性定位問題。

至今成立六年的「客家電視台」是國內第一個以全客語方式露出新聞暨節目內容之族群頻道；而依據「無線電視事業公股處理條例」修正案第十四條第八項之規定：客家電視台目前是以「標案」性質加入公廣集團，成為兼具公共價值與族群特性的電視頻道。 　　面對商業媒體的競爭環境，國內公共族群頻道的新聞暨節目收視率普遍偏低而，但單以收視率論斷族群頻道是否發揮應有功能不盡公允；另一方面，從少數族群的角度觀之，「多元化」的理念似不足以發揮保障弱勢權益的功能，而必須更進一步的發展「多元文化」的觀點，才能從媒介頻道、所有權、聘雇權、以及內容表現各層面落實對於弱勢族群的保障。換言之，依平等競爭的傳統個人自由主義觀點，卻忽略少數族群缺乏社會資源及立足點不平等，且無平等競爭之機會而生成之多元化概念，實難落實平等之社會參與機會。 　　本研究援引客家暗夜新聞為例，以內容分析法檢視其「多元文化」概念新聞之呈現。結果發現：加入公廣前後期間，無論是在多元文化新聞呈現比例（報導數量）、多元文化團體（如新移民族群、兒少團體等報導主角），甚至是報導類型（如純新聞、專題、深度報導等）都達顯著差異，顯示客家電視頻道逐漸自我形塑成以多元文化價值為內涵之族群頻道；然而，其新聞內容之嚴謹度表現仍有努力的空間。 / Been established in 2003,the Hakka TV station is the first ethnic TV channel broadcasting by the entire hakka language in Taiwan. 　Facing commercial competition environment, it is unfair to judge and evaluate an ethnic TV channel by TV ratio. Standing on the viewpoint of minority , the most important is “multiculturalism” instead of “pluralism” , to protect their right to access to the public. 　Hakka TV joined in Taiwan Broadcasting System (TBS) in 2007, researcher takes the “Hakka night news” as samples from 2005 to 2008; methods employed by this paper include literature review, and content analysis. It concludes that no matter on the proportion in the multicultural news , or on multicultural association (for example “new immigration group”, “disabled group” ,and so on) , even on the types of reports, the results obtained statistically significant by this research . 　It seems that the Hakka TV channel steps towards a multicultural model gradually . However, there still is a space to make it more specific and exact on their news content.

基於保障少數族群傳播權益的理念下，全球第一家客家電視台於2003年七月一日成立後，經一年半的歷程中，有需要了解到底哪樣的人在收看客家電視？本研究旨在利用收視率的分析，勾勒客家電視台核心觀眾輪廓並探其變化。 本研究的主要目的 （一）依據特定人口學變項,勾勒客家電視台核心觀眾的基本輪廓。 （二）分析客家電視台核心觀眾在六季、週間、假日收視行為變化。 （三）以戲劇、綜藝、新聞類核心節目中，針對觀眾收視行為分析。 研究結果發現 1.客家電視台在整體收視以及六季收視變化，呈現出一樣的核心觀眾輪廓：「男性50歲以上」，「小學或以下」、「退休或無業」、「桃竹苗地區」、「常說客語族群」。 2.客家電視台週間假日收視情形，男性收視略優於女性收視率，女性在週間晚間八點到十點間收視率為一天之最，週間假日以50歲以上為主要收視群，其次為35-49歲的觀眾。 3.週間假日觀眾教育程度幾乎落在小學以下有較高的收視率，其次是國/初中，「工作狀況」來區分觀眾收視率情形，以無業退休較居高，家庭主婦其次。 4. 週間假日觀眾收視差異：假日時段整體收視表現較週間高，平均假日收視率是週間兩倍。收視波段在週間呈現多段的收視高峰，而在假日則是明顯以早、中、晚三波段的收視高峰呈現。 5. 週間假日觀眾收視差異：假日早上高峰時段，皆較週間往後推移一個小時，週間晚間收視高峰可以持續到晚上11點，而假日收視高峰在9點以後急速下降。 6.在核心節目觀眾的性別輪廓，戲劇類的「油桐花之戀」節目，較受女性觀眾青睞，綜藝類「鬧熱打擂台」、新聞類節目「非常短評」的收視觀眾性別，男性高於女性收視率。 7.在核心節目觀眾的年齡輪廓，戲劇類的「油桐花之戀」有年輕化趨勢，35-49歲女性人口收視率具可塑性。綜藝節目「鬧熱打擂台」、新聞類節目「非常短評」觀眾的年齡落在50歲以上男性女性為主要觀眾。 8.在核心節目觀眾的教育程度，新聞類節目「非常短評」以大專以上人口收視為多，綜藝類「鬧熱打擂台」、戲劇節目「油桐花之戀」的觀眾以小學以下和國初中為主要收視群。 / In compliance with the ideal as to safeguard the broadcasting rights for the ethnic minorities in Taiwan, a Hakka TV station, the first of its kind in the world, was founded on July 1, 2003. Since its inception one and a half year ago, however, people know little about the majority of its audience and whether its programs have met the requirements of Hakka community. This study has, through analysis of rating and reception quality, come up with a profile of Hakka TV station’s core audience as well as its audience flow. Upon comparison with that of the target audience, the data has provided Hakka TV station a vaulable reference tool for improvement in its future program productions. This study has managed to : 1.Work out a profile of the core audience of Hakka TV station. 2.Define how the profile of core audience of Hakka TV station changes with viewing time (segments of the day, seasons of the year, etc.) Discussions on the difference between them and audience flow have also been held. 3.Analyze the profile of core audience of the most popular programs in each season. Explore their difference as well as audience flow. Analysis was done through discussion on varied theories, documents and academic works , supplemented by data and information gathered from Hakka TV station itself. The secondary analysis was based on rating surveys by some broadcaster groups and on reception quality surveys conducted by market survey companies in their hometowns. These survey shows that the core audience of Hakka TV station during the 1-1/2 year period following its establishment had a profile as follows: male over 50 years of age (54%); with primary educational level or lower (49%); retired or unemployed (36%); living in the counties of Taoyuan, Xinzhu and Miaoli (46%); ethnic group speaking Hakka dialect frequently (44%). The definition of audience ’ speaking Hakka dialect frequently’ can be interpreted as that Hakka dialect has been their mother tongue. In a sense, dialect the audience use is considered the most important contributory factor to the core audience of Hakka TV station.