我國於2012年10月國家通訊傳播委員會（NCC）訂定暫行開放置入行銷與冠名贊助之規範，使電視公司得以在節目製播資源上正式獲得企業挹注，並能夠製播更好品質的電視節目。 本研究以NCC有條件放寬電視節目冠名贊助、置入行銷規範之基礎下，採用深度訪談法，邀請產業中擁有相關實務經驗之經理人與學界、政府機關共八位受訪者，探討產業置入行銷的業務推動、行銷策略、執行製作與相關態度四面相。 研究發現，今日台灣電視節目製播生態不如以往，因此相關商業置入行銷與冠名、贊助為產業雙向合作的共生關係，而非過去較多為企業方的行銷需求。在此一行銷模式中，節目收視率與節目收視群為企業考慮合作可能性的主要兩大因素，然而，節目收視率並非企業絕對的評估合作之可能性，若節目收視群吻合度非常高，企業也愈傾向與該電視節目合作；電視台重視企業的則是品牌連結度、品牌形象與品牌知名度。但在彼此選擇中，電視台方擁有較大主導權選擇合作對象。 此外，產、官、學之間因立場不同而產生一定的認知落差。研究者認為若電視台並無明顯違規，NCC仍以鼓勵業者自由製播為原則。NCC持續觀察產業之製播成效與發展，並適時與適當地放寬規範。最後，NCC應對於此一規範做內容限縮，而非在形式上過多限制，例如外購節目應不得接受冠名贊助，如此台灣電視產業競爭力才能實質提昇。NCC釋出更多的空間，也必須要適當地限縮才能夠有效扶植台灣電視製播產業。 / Since The National Communication Committee (NCC) began to ease restrictions on product placement and sponsorship permitted in television in October 2012, television corporations have been able to receive more investments officially from enterprises to improve the quality of their programs. Under this context of partially relaxed restrictions on television programs, this research includes in-depth interviews to members of different relevant organizations, namely 4 senior executives from television corporations, 2 from advertising sponsors, 1 from the academia, and 1 from a government agency, in order to deeply understand their business motivation, marketing strategies, executive production, and attitude toward the topic. This study found that product placement and sponsorship permitted in television is a mutual cooperation between television corporations and enterprises. In this way of marketing, television ratings and television viewer groups are the main factors that enterprises take into consideration. As far as television corporations are concerned, strength of relations, image, and awareness of enterprises are the issues they most care about. In addition, it was found that there is a perception gap among the industry, government agencies, and the academia. However, NCC continues to observe the development of the industry, and lift a ban on product placement and sponsorship in television properly at the right time. Finally, this study suggests that NCC should have restricted the policy on the content rather than on the form, for example, broadcasters should not be offering title sponsorship for imported television programs, so that the government can truly foster the television industry in Taiwan.

本研究目的在探討台灣商業電視新聞，1996-2006年十年間，受收視率和置入性行銷影響，媒體如何形塑其下工作者，工作者的工作樣貌有什麼樣的轉變，以及如何自處和抵抗。 本研究以深度訪談和個案研究二種方式進行，訪談十位分屬六家衛星新聞台不同階層工作者，研究發現在收視率的部分，媒體從收視率數字開始即以一種近乎暴力的形式控制工作者，並透過採訪會議控制採訪組，收視率會議控制編輯系統和主播，使得其下工作者，從1996年前的政治力操控，轉變為收視率數字控制，精彩和收視數字凌駕一切規範，八卦娛樂和視覺感官化獲勝。 所幸，新聞工作者並不將自己囿於這樣的控制之下，開始有資深工作者努力在收視率之下，開創仍有新聞價值的題材，或者以品牌形象﹑外界力量﹑個人知識﹑影音技巧來抵抗收視率。 置入性行銷部分，因為收入來的最直接，所以媒體的控制往往來自最高階層的壓力，而沒有達到目標值的處罰控制力道往往大於獎勵，但是有不少媒體工作者為了躲避收視率的壓迫，仍然選擇留在置入性行銷的部門之中。 在這樣的控制力之下，媒體人漸漸學會置入性行銷大於一切的原則，不能得罪廣告主，廣告主負面新聞碰不得，不過資深工作者仍沒有放棄，他們發現因為正當性的問題，外界的力量會讓置入性行銷退縮，或者是做到領導品牌，讓廣告主臣服於專業之下，可以爭取到較大的操作空間，至於負面新聞，則可以以模糊原則偷渡。 收視率和置入性行銷這十年來，讓不少優秀媒體人打退堂鼓，期待從這些資深工作者生存下來的方式之中，為媒體人找到一條在離去與妥協之間的第三條路。 關鍵字﹕資深新聞工作者﹑收視率﹑置入行銷﹑市場導向﹑新聞產製﹑控制抵抗 / The purpose of the study is to investigate how audience ratings and placement marketing have influenced the commercial cable news in Taiwan and how news workers are molded by the media from 1996 to 2006.The present study further discusses the transitions of job trend among news workers, as well as how these workers place themselves and make a resistance in the job field. The research was conducted by in-depth interviews and case studies. Ten different news workers at different job levels, who belonged to six satellite news stations, were interviewed. From the perspective of viewership, the study indicates that news workers are violently manipulated by media through the ratings. The cover groups are restrained by pre-interview meetings; and the editing desks and news anchors are also controlled by meetings for ratings.Replacing the manipulation of political power before 1996, news workers are thus constrained by the ratings. Excitement and ratings figures override all standard norms. Gossip, entertainment and visual stimulations are the key factors. Fortunately, news workers do not wish to constrain themselves under such circumstances.Senior news workers began to seek valuable news topic and intended to resist the ratings by creating a leading image, seeking strength from the external, and increasing individual knowledge and audio-visual techniques. Placement marketing, the most direct profits for the media, often generates media control as the pressure from the staff of highest level. When the goal value was not achieved, the controlled strength through punishment was often stronger than rewards. To avoid pressure from ratings, many media workers have chosen to stay at the division of placement marketing.Under such controlling force, media people gradually learned a principle that placement marketing is greater than all others.They did not want to offend the advertisement host, nor would they want to cover any negative news against them. However, senior news workers had not given up. They realized the legitimate problems would retreat the placement marketing by means of public strength.It is possible to submit the advertisement host under the achievement of brand leadership. Thus a wider freedom of manipulation could be gained. As for the negative news, it is possible to sneak across blurredly. Within the last decade, ratings and placement marketing has discouraged many outstanding media people.The study anticipates to search the survival patterns from these senior workers and a third choice besides leaving and submitting for all media workers. Keywords : senior news workers, ratings, placement marketing, market-driven, news production, controlling resistance