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迎接寬頻時代的挑戰-論台灣無線電視業者內容加值服務方向 / The Development Direction of Value-Added Services in Taiwan's Terrestrial Broadcasting Companies王如蘭, Wang, Ju-Lan Unknown Date (has links)
在電腦、電信與媒體產業匯流現象以及全球化下的影響下,電信公司、網路服務業者、廣播電視網路、有線電視網路以及直播衛星等產業,已經逐漸整合而成一個水平相關的層級式產業,可以互跨服務範圍競爭。在整個寬頻多媒體產業中,我國無線電視業者可經營傳輸網路與節目內容,並為接取產品的中心。但是如何從類比走向數位、從窄頻走向寬頻、從傳統走向科技、從單向走向多向、從內容走向加值,就成為了我國無線電視業者的眼前的問題。
目前我國數位地面廣播電視發展尚處於起始階段,所以明確的加值服務規劃方向顯得相形重要;另外在寬頻上網的趨勢下,網際網路服務已經越來越普遍,如何提供使用者所需的加值服務就成了當務之急。為了要探討無線電視業者如何迎接寬頻網路的挑戰,就必須從數位電視與網際網路服務兩方面切入,來探討在寬頻時代下我國無線電視業者之內容加值服務方向。本研究之研究目的歸納為下列幾項:
一、探討我國無線電視業者所提供的網際網路內容加值服務並給予建議。
二、探討數位地面廣播開播後,我國無線電視業者可提供之內容加值服務方向。
三、探討整體寬頻多媒體產業市場結構,藉由分析我國無線電視業者之核心能力與資源,對於業者進入寬頻多媒體領域之服務規劃,提出具體建議。
由於內容加值服務的研究尚在萌芽,國內亦缺乏相關理論架構的累積,本研究從資源基礎與競爭優勢相關理論以及模組與模組化加值概念來作為內容加值服務的理論基礎,並從外部整體寬頻多媒體網路產業環境以及電視台自身優劣勢分析為基礎來分析無線電視業者的內容加值方向。本研究透過文獻探討、深度訪談兩種研究法進行,將目前五家無線電視業者作為研究對象,從數位電視與網際網路服務兩方面切入,分析我國無線電視業者之內容加值方向與整體服務規劃。
根據文獻探討與深度訪談的結果,本研究之結論與建議如下:
(一)加速通道數位化
在通道數位化方面,目前無線電視業者應詳實規劃未來服務方向,考量室內接收與行動接收的可行性,進行完整的傳輸網路規劃,並應積極加快數位電視基礎傳輸網路的建置工程。
(二)模組化的加值策略
內容加值的前提在於瞭解內容可以進行哪些方面的加值,以及所應對的流通平台為何,以便在不同的平台上建立不同的可行性機制,再進行模組規劃。內容的加值化分為兩部分,一為生產模組化;另一為建立數位資料庫。
(三)針對網路特性進行加值服務規劃
1.網際網路內容加值服務規劃方向:隨選的影音服務、資料庫檢索系統以及個人化的服務是網際網路內容加值的幾個重點方向。
2.數位地面廣播內容加值服務規劃方向:提供行動接收服務、具互動性以及檢索功能的可隨選多媒體資訊服務內容以及上網服務,來符合使用者需求。
(四)積蓄與重建核心資源保持企業優勢
在積蓄核心資源上必須將既有資源加以維持,並將個人資源經由知識萃取的方式轉為組織資源,形成知識擴散來達到機構化的程度,以助於組織競爭優勢的維持。本研究建議業者必須廣攬節目製作人才,或與製作公司相互整合,積蓄自身產製影音內容的核心能力與資源,維持自身之競爭優勢。
(五)相互策略聯盟造就多元環境
第一步必須以開放性的心態先行破除無線電視業者之間的藩籬,使得同業之間能夠彼此相互合作,另外在異業之間也要相互結盟,造就多元環境。
(六)改造企業以因應整體產業發展
企業的數位化必須透過組織適度地進行相關變革活動來達成,強調並落實以滿足顧客需求為主的競爭方針,以利於企業經營與存續。 / In recent years, due to the progress in digital technologies, the convergence between industries, and the springing up of the broadband network, Taiwan’s Terrestrial Broadcasting System become one of the major broadband accesses to information and entertainment content from home. The emerging new valued-added services they provide could thrive in areas such as digital TV broadcasting, interactive TV, data broadcasting, and Internet information retrieval.
In the new competitive market, to provide valued-added services the user want and make them satisfied become the key of the success. The objectives of this research are:(1) to reconsider the development direction of value-added services and applications in Taiwan’s Terrestrial Broadcasting Companies over Internet and DTV; (2) to make a strategic plan for the management of Taiwan’s Terrestrial Broadcasting Companies. This paper is based on following data:literature review, secondary industry information and in-depth interview with management personnel in order to construct an analytic framework and make proper conceptualization.
There are six major observations in this study:
1. Deploying broadband communications infrastructure as soon as possible let the various cooperative industries to incorporate the new digital platform.
2. Because both content and network are not the only choices in the broadband era, we have to put emphasis on modification design of producing content and database to make the services available anywhere.
3. Each platform has its own identity; the scheme of the valued-added services over Internet is to provide video on demand, customized content, and search services. The other services over Digital Terrestrial TV Broadcasting are to provide mobile service, Internet access, data broadcasting, and interactive TV services. Therefore, the provision of user oriented content and services shall be the key for making strategic plans in the media industry.
4. Save and re-establish core resources and capability to remain the industry’s predominance.
5. In digital era, the market is emerging as a sort of “Co-petition”, a mutual but not substitute relationship. Taiwan’s Terrestrial Broadcasting Companies have to establish the cooperative relationships with other industries to reach the synergy as expected.
6. Due to the progress in digital technologies, digital TV has become an emerging multimedia communications vehicle that will be one of the major broadband accesses to information and entertainment content from home. Traditional terrestrial broadcasting companies must restructure their organizations to keep the development in digital era.
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