2007年臺灣的電視圈在國內大環境欠佳、廣告市場大減，中視以高規格、高預算，製播【超級星光大道】，沒想到引發種種話題，節目爆紅。同年【超級星光大道】的受歡迎程度超過各類電視節目。使中視得以一整年靠一個節目的營收來維生。 【超級星光大道】亦甚至被媒體標示，「星光現象」成為一種異軍突起的社會文化現象。【超級星光大道】擁有什麼樣的關鍵元素，導致其瞬間爆紅。由於節目品質研究（叫好）與觀眾需求分析（叫座）向來是電視節目產製者最關注的兩大課題。故，本研究首開分析單一類型的節目是如何吸引觀眾的收視之學術性研究。 由節目產製構面的理論概念引伸，從閱聽人角度出發，在加上電視節目產製核心人物之剖析，從多種角度來觀察並分析【超級星光大道】的文本，利用學術研究方法，來回應業界所關切的問題。 本研究借用McQuail（1992）提出三類媒介表現的檢視途徑為設計概念，以Patton（1990）提出的方法（Method）三角測量法，借用多元方法取向蒐集資料，以檢驗研究發現的一致性，為尋求值得信賴的解釋。 對超級星光大道的分析上，利用文本分析，將每集節目內容、流程等進行解構，特別是收視率特別高的內容，找出其爭議點。在經由使用與滿足理論架構，描繪出閱聽眾接收與關切的節目元素。進而與焦點團體或是產製者訪談的資料進行mapping，找出其成功吸引觀眾的元素。 因此，研究結果依其對收視率表現之影響程度，分成三個層次：對收視率提升有顯著效果者有感動、多元、話題、娛樂；對樹立節目品質和口碑者有真實、專業；可能影響收視的負面元素則為操作與公平性。 本研究貢獻為學術面解決收視率無法真實解構文本的疑問，為產製面提供媒體未來複製同類型節目之觀眾輪廓或節目定位及修正節目策略的參考。 關鍵詞：歌唱選秀節目、關鍵元素、三角測量、收視率 / Due the domestic overall economy was poor in Taiwan during 2007, the advertisement market was shrunk largely for TV industry, while China Television Company (CTV) took an contrary way on the production of “One Million Star” with high standard and big budget, and to no one’s guess, the program was red hot to trigger all kinds of topics. In the same year, the degree of popularity from “One Million Star” surpassed all kinds of TV programs, allowing CTV to keep its operation for the whole year solely on this program. “One Million Star” is even tagged by the media, and “Superstar Phenomenon” has become a cultural phenomenon in the society all of a sudden. What the key elements are for “One Million Star” to become extremely popular all of a sudden. Due both program quality research (great quality) and audience demand analysis (great rating) have always been the two major issues concerned the most by the producers of TV programs, the paper will be the first ever to make analysis for academic research on how a single type of programs attract the audiences to watch them. By starting up from the angle of audiences, to develop from the theoretical concepts on the construct of program productions, plus to make analysis on the core people for TV program productions, and from various angles, to observe as well as to make analysis on the scripts of “One Million Star”, using academic research methods, to make response on the questions concerned by people in the industry. The paper borrows the examination route offered by McQuail(1992) on the presentation of three types of media as the design concept, and using Triangulation method offered by Patton (1990), to collect data with diverse methods for examining the consistency in the research findings, in order to seek for reliable explanations. For the analysis on “One Million Star”, by using scripts for analysis, to take down on matters such as program contents and process flows from each running show, and to find out any disputable points, especially on those contents with extremely high rating. Through the construct of uses and gratification theory, to illustrate the program elements that are received and concerned by the audiences. Next, to work on mapping with the data made from focus groups or interviews of program producers, in order to find out what are the successful elements to attract audiences. Accordingly, on the basis of effects to rating performances, the study results are divided into three categories: for those with significant effects on the increase of rating, they are to include sensation, diversity, topics, and entertainment; for those able to establish program quality and word-of-mouth, they are to include authenticity, and professionalism; for those possibly with negative effects on rating, they are to include operating and fairness. The contribution of the paper is to solve the question from academic aspect that rating is not able to truly break down scripts, and as reference of audience outline or program positioning and program strategy revisions for duplicating similar programs by the providing media from production aspect in the future. Keyword: Singing Contest Program, Key Elements, Triangulation, Rating

歌唱選秀節目已蔚為全球風潮，亦於兩岸電視媒體、社會文化刮起流行旋風。本研究依據媒介生態系統將歌唱選秀節目劃分為外部生態系統（包含市場、政策／法規、社會等因子）、內部生態系統（包含製作方、廣告商、閱聽人等因子）等建立分析架構，探討兩者如何影響兩岸歌唱選秀節目發展。透過爬梳文獻、深度訪談學界和業界共計七名專業人士，輔以中國大陸燦星製作聯合浙江衛視開播《中國好聲音》和臺灣金星娛樂攜手中視推出《超級星光大道》為個案研究，比較分析兩岸歌唱選秀節目之異同並提出互為借鏡之處。 研究發現兩岸歌唱選秀節目外部生態系統之（1）市場：中國大陸早期傾向自製自播、借鑑、引進海外歌唱選秀節目模式版權，近期開始嘗試創新研發；臺灣面臨新、舊媒體競逐單一市場、分食廣告有限預算。（2）政策：中國大陸著重限縮引進海外歌唱選秀節目模式版權數量；臺灣聚焦管制廣告冠名贊助、置入行銷形式。（3）社會：中國大陸熱愛臺灣流行音樂；臺灣渴求優質新興節目內容。兩岸歌唱選秀節目內部生態系統之（1）製作方：中國大陸引進海外歌唱選秀節目模式版權初期雖廣受好評，後期卻因節目高度同質導致閱聽人陷入審美疲勞；臺灣面臨資金／資源匱乏和人才流失困境難以突破。（2）廣告商：中國大陸冠名贊助、置入行銷花招百出；臺灣逐漸放寬廣告冠名贊助、置入行銷，惟政策起步較晚且廣告商呈現保守觀望態度。（3）閱聽人：兩岸新興媒體蓬勃發展且型態百變，閱聽人亦隨之轉變收視行為，集中觀看線上影音內容。 整體而言，中國大陸仍渴求新興歌唱選秀節目模式版權，且配合政策逐年朝向自主創新發展；臺灣兼具創意及人才優勢，但亟待透過政策放寬輔助再次為電視媒體產業開源，以提升製播品質和研發原創歌唱選秀節目模式版權，重振旗鼓並力拓海外（華語）市場。