兩岸新聞交流密切且頻繁，但是總因政治之故而蒙上陰影並益顯複雜，因此不失為一研究之好題材。學界與坊間不乏與此有關之文獻，惜乎大抵以報紙間之交流為主，至於電視台之交流則僅聊備一格。為補遺珠之憾兼鼓勵來者，本作者嚐試一探究竟，並尋求改善交流之道與化解挑戰之方。 本研究係以東森電視公司之新聞部為研究單位。方法則為深度訪談，資料蒐集與分析以及文獻回顧。 文分五章，計為：緒論，文獻回顧，交流模式，交流挑戰，結論與建議。 東森與大陸之間的新聞交流密切、多樣且規律。惟其品質與內容深受政治影響，尤以大陸之影響為最。 展望未來，台灣媒體需“寄希望於大陸當局”，則兩岸新聞交流之正常化庶幾有望。 / Though close and frequent, the cross-strait news exchanges are shrouded and made complicated by politics, which makes it a good topic for scholars to research. Articles and papers related to it are many. However, exchanges in newspaper sector are what people are interested in, those in TV sector are largely ignored. To make the picture more complete and encourage potential researchers, this writer tries to explore the modes of and challenges to the cross-strait news exchanges in TV outlets, and to find ways to better the exchanges and ease those challenges. Methodology for conducting this research comprises 3 measures: the in-depth interview, data analysis and literature review. This thesis consists of five chapters: introduction, literature review, modes of news exchanges, challenges to news exchanges and conclusion. News exchanges between EBC and the mainland are close, diverse and regular. However, the quality and contents of the exchanges are heavily influenced by political consideration coming largely from the mainland side. Looking into the future, Taiwan media should “rest hopes upon CPC” to normalize the cross-strait news exchanges.

中華電信MOD是台灣目前最具規模的互動電視(IPTV)平台，全台已有68萬用戶，除了提供影片隨選（Video on demad）的服務之外，也積極發展其他類型的加值服務，本研究以中華電信MOD之「心靈開運網」算命服務為例，從中探討該服務使用族群的「使用動機」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之間的相互關係，並研究使用動機與服務品質等因子中，何者影響使用族群的滿意度？希望這樣的研究結果日後可提供其他互動電視加值服務開發廠商參考。 本研究經量化研究的統計分析方法與質化研究的深度訪談法，對中華電信MOD加值服務「心靈開運網」算命服務使用族群發放電視問卷，以分析用戶的基本資料與使用行為，同時輔以深度訪談，綜合用戶調查資料、同業建議、MOD平台經營者等各方看法，對本算命服務發現與建議如下： 一.每個年齡層對算命內容的需求有明顯差異，可根據用戶常算的算命分類紀錄，提供客製化的首頁，以方便用戶選擇。 二.從用戶的算命記錄可看出用戶目前的需求，可以針對用戶的需求尋找異業結盟或廣告交換，如理財、婚顧、養生、交友等服務，以提高用戶滿意度。 三.人口統計變項(性別、年齡、教育、職業、收入)對於中華電信MOD加值服務「心靈開運網」之使用動機、服務品質、忠誠度、滿意度，除了學歷之外，並無顯著差異，可能表示不同人口統計變項，對於算命的喜好差異不大。 四.服務品質與滿意度的關連性，較使用動機與滿意度的關連性強，服務品質愈好，滿意度愈高。 五.服務品質對滿意度的影響很大，其中產品可靠度，也就是算命的準確度，將影響整個服務品質構面給用戶的感覺。 六.本算命服務對於個人隱私愈保護，用戶的再度使用意願會愈高，同時算命內容若讓用戶感覺能趨吉避凶，感覺安心，推薦給他人的機會就愈高。 關鍵詞：互動電視、IPTV、MOD、加值服務、心靈開運網、使用動機、資訊來源、服務品質、滿意度、忠誠度、電視問卷 / Abstract Chunghwa Telecom MOD is the most popular IPTV provider in Taiwan, which now has around 680,000 subscribers. In addition to providing video on demand services, Chunghwa Telecom MOD is also aggressively expanding other value-added-services (VAS). Using Chunghwa Telecom MOD's "Superfate" service as an example, this study tried to examine the relationships between “usage motivation”, “service quality”, “customer satisfaction”, and “customer loyalty”. Furthermore, we tried to investigate which of the following factors (e.g., usage motivation and service quality) has the greatest impact on “customer satisfaction”. We hope that the research outcome could provide some directions for other VAS developers of IPTV industry. Using both quantitative statistical analysis and qualitative in-depth interviews. We extensively surveyed different consumer groups of Chunghwa Telecom MOD's "Superfate" service in order to understand consumer profile and user behavior. At the same time, we also conducted in-depth interviews Based upon research outcomes from consumer surveys and key industry players interviews, we provide several recommendations to the "Superfate" service as follow: 1.Different age groups have different demands on fortune telling content. To make this service more user-friendly, we should customize the front page according to the record of the customers' most-frequently-visit fortune-telling categories. 2.Based on the usage records of each user, we can easily identify the associated services each customer might need. We can effectively increase customer satisfaction level by forming strategic alliance with other value-added-services, e.g. personal finance, match-making, wedding-planning, and health care related services. 3.Demographic variables (e.g., age, gender, occupation, and income) do not have a significantly different impact on usage motivation, service quality, customer loyalty, and satisfaction. Educational level is the exception. Our results imply that demographic differences do not significantly influence customers' preference on fortune-telling. 4.Service quality has a stronger influence on satisfaction level than usage motivation. The better the service quality, the more satisfied the users are. 5.Service quality has a strong influence on the level of customer satisfaction. Moreover, the reliability of the service, or the accuracy of the fortune-telling result, can greatly impact customers' perception of service quality. 6.Users are more willing to reuse this service when they feel their privacy is protected. Meanwhile, the user is more willing to recommend this service to others when they feel the fortune-telling results could help them approach the positive luck and avoid the negative fate. Keywords：Multimedia On Demand(MOD)、IPTV、value-added-services、Superfate、usage motivation、service quality、customer satisfaction、customer loyalty、TV questionnaire survey

韓國公共電視之一的MBC，因新聞報導立場不公、社長金在哲利用人事權力不當解雇批判執政黨的製作人與記者，造成MBC喪失公正放送的意義，員工為捍衛公共電視的價值，在工會的帶領下，於2012年1月底展開長達170天的罷工。為了解這場罷工的前因後果，以及對台韓媒體工會運動帶來的意義，本研究透過深度訪談與次級資料分析，檢視2012年MBC罷工的事前、事中與事後經過。 　　研究發現，導致MBC工會發起罷工的事前原因，來自於MBC政治朋黨化下親執政黨立場的管理階層，與李明博政府欲將MBC私有化而影響MBC節目內容走向的舉動，破壞了MBC身為公共電視應保有的「公正放送」價值。而罷工當時，MBC工會成員的高度參與，社會大眾與其他媒體工會的聲援，促使這場罷工得以延續長達170天。可惜的是，罷工結束後，MBC不僅無力保障公正放送，阻止MBC的政治朋黨化與私有化，更造成勞資間原有的團體協約中斷；MBC工會認為，短期之內可藉由社長選任制度的改革著手，而長期則要仰賴執政者對公共電視獨立地位的認可，才有希望達到公正放送的目標。 　　另外，這場為捍衛「公正放送」而展開的罷工行動，也可發現除了薪資與福利之外，媒體工作者的「專業價值」也是工會在意的勞動條件；這就是本研究在分析2012年MBC罷工後，所觀察到工會在「民主性功能」的展現。同時，民主性功能也是未來台灣學術研究上，可以用以分析媒體工會的另一觀點。 / As one of the public TV networks in Korea, MBC has lost the impartiality of broadcasting for its biased news reports and the unfair dismissal by the MBC’s president, Kim Jae-Chul, of producers and journalists who criticized the government. For protecting the value as a public TV, MBC employees ,led by the MBC union, started a 170-day strike in January, 2012. In order to realize the causes and effects of this strike, and the implications for the media union movement both in Taiwan and Korea, this study will examine the causes, the processes and the effects of the strike by using in-depth interview and secondary data analysis. According to the research data, the causes of the strike were due to political factions of MBC’s executive management and the ruling party, and the privatization of the MBC by Lee Myeong-Bak Administration; those two causes destroyed the impartiality of broadcasting, which was the central value that the public TV was supposed to protect. The strike had continued for 170 days with a high degree of participation from the MBC union and the supports from other media unions and the citizens. Unfortunately, after the strike, MBC was still neither able to protect the impartiality of broadcasting nor to maintain the organizational contract between the union and the management. Talking about the protecting of the impartiality of broadcasting, the MBC union considered that it could be a short-term target to reform the election system of president in MBC, but in the long-term, it needs the ruler to take the public TV as an independent media. Besides, through the strike which was started by protecting “the impartiality of broadcasting”, we can find out that not only the wage and welfare, but the professional values of media workers is the working condition that a union will be concerned about. And it’s so-called “the function of democracy” of the union which is a research finding by analyzing the MBC strike in 2012. Furthermore, the academic circle in Taiwan can also take the function of democracy as another viewpoint to analyze the media union.

在新加坡，付費電視產業的競爭與策略很少被討論。有鑑於此，本研究藉由檢視新加坡媒體媒體發展管理局（Media Development Authority）於2010年所修訂的媒體市場行為準則（Media Market Conduct Code）之「跨台聯播」政策（Cross-Carriage Measure），利用五力分析、PEST分析及SWOT分析，來探討新加坡付費電視產業的發展、競爭、策略及「跨台聯播」政策所造成的影響。 在新加坡的付費電視產業競爭趨勢中，以新電信公司（SingTel）於2007年所推出的Mio TV IPTV付費電視服務成長最多，2011年時市占率已成長了30%；同年，其競爭者星和有限公司（StarHub）的星和視界（StarHub TV）付費電視服務卻成長不到1%。本研究發現，Mio TV市占率成長之迅速是因新電信公司積極與內容提供者及電視頻道業者簽訂獨家播映權，甚至以高價購買運動電視品牌ESPN的眾多頻道及其旗下英格蘭超級聯賽2010年至2013年的獨家播映權。此舉讓兩家電視業者競爭越趨激烈，採取多面策略以增加訂戶率並吸引不同族群與多元喜好者，包括產品差異化策略、成本領先策略及集中化策略等。 研究結果顯示，兩家業者為爭取更多訂戶，主要採取的策略是與內容提供者及電視頻道業者簽訂獨播合約（Exclusive Carriage Agreements），但此策略也引起媒體發展管理局的關切。兩家業者所採取的獨播合約策略不僅增加了訂戶們訂閱內容的開銷，也讓訂閱星和視界服務的訂戶們面臨必須同時安裝新電信Mio TV服務或不得不更換服務之不便。為解決以上的問題，媒體發展局決定施行「跨台聯播」政策，規定付費電視業者必須與其他業者分享所購得的內容或頻道獨播權，並支付對方播映費，受方不准修改轉播內容，包括內容中穿插的廣告及原先業者的商標等。本研究發現，此政策將會促使付費電視業者購買更多多元化的節目內容及推出更低價格的節目組合等，有利於消費者成為付費電視服務的訂戶，同時也有利於降低既有訂戶的內容訂閱開銷。另一方面，星和公司及新電信公司兩家業者也不再需要以高價購買內容的獨家播映權，於是更專注於為各自的訂戶提供更創新及完善的服務。不過此策略亦有利於新進業者進入市場，預料將導致市場競爭更加激烈，業者們也必須更投入差異化策略。同時，此政策也意謂獨播合約的現象將會減少，間接使內容提供者的議價能力受到影響。 / Competition and strategies in Singapore’s television industries were rarely examined despite the growing phenomena of such research in other countries. The implementation of the Cross-Carriage Measure presents a timely opportunity to examine developments, competition, strategies and the impacts of the Measure on the industry. Using the Five Force model, PEST and SWOT models as the basis for the research framework, this thesis adopted the case study approach and used documents from various sources to examine the industry and discuss the changes brought upon by the Measure. Competition in the industry showed that SingTel Mio TV achieved more than 30 percent market share in 2011 since its entry in 2007 while StarHub TV grew less than one percent from 46.9 percent in 2007 to 47.5 percent in 2011. Such increase was due to the aggressive acquisition of premium programming. Competition between FTA television and the industry saw a 78 percent market penetration for the industry in 2011 and 80-odd percent for FTA television. Both providers used a combination of differentiation and cost leadership strategies to attract audience groups of different ethnicities and specific interests. The outcome of the Measure required dominant player StarHub TV to offer its exclusive content to SingTel Mio TV’s subscribers at similar prices and quality. With the Measure, consumers could enjoy a greater variety of content at more affordable prices without incurring the inconvenience of having multiple set-top boxes. However, StarHub TV might not wish to bid aggressively for exclusive content, considering the high acquisition costs for both its cable and SingTel Mio TV’s IPTV platforms. Content suppliers might have lesser bargaining power for their content and more signing of non-exclusive agreements with providers. However, more competition might be expected as other operators can now acquire the previously exclusive content. The Measure might also lead to further increases in market share and ARPU for both providers as current subscribers could subscribe to other genres of content at lower subscription prices while others may see more advantages in subscribing to subscription television services. Both providers will have to devote more efforts into differentiating themselves and adopt different strategies if differentiation through exclusive content offerings were no longer used.

本研究以2014年台北市長選舉，連勝文陣營為個案，探討其電視競選廣告的產製策略。首先根據外在環境因素與內在組織因素，將選戰劃分為三個時期，再分別探討連勝文陣營在這三個時期的競選傳播策略，以及組織動力，如何影響電視競選廣告的產製。研究方法為深度訪談法與參與觀察法。 研究結果顯示，由於連勝文陣營缺乏競選傳播策略，無法產製有效文宣，在選戰早期就該形塑的候選人定位也始終不明。選戰中遭遇危機，無法適時調整策略，競選廣告沒有扣連明確功能，而成為創意的試驗場，甚至造成反效果。 若從組織動力的角度切入，連勝文陣營競選傳播策略不明的問題，與遲遲無法建立領導核心有關。競選陣營的決策機制，往往是多元與效率的拉鋸，但為了因應瞬息萬變的選戰情勢，必要時應以效率為先，只是在組織與內規建立時，也應設下內控機制。 / This research focuses on Sean Lien camp’s strategy on the production of televised campaign communication during the 2014 Taipei city Mayoral election. First, the campaign can be divided into three phrases in terms of external factor and internal factor. This research will further look into the campaign communication strategy, and how televised campaign communication of Lien camp’s organization during the three phrases. The research methods are in-depth interview and observation in person. The research results show that Lien camp lacks campaign communication strategy, so Lien camp cannot produce effective campaign ads during his campaign. Lien camp fails to identify what kind of the candidate will play if elected, and also cannot adjust its campaign strategy to cope with urgent situation. Lien camp’s campaign communication cannot effectively promote candidate, but just to become the experiment of imagination and leads to counter-effect to the campaign. Judging from Lien camp’s organization, Lien camp fails to establish a clear leadership which is related to ineffectiveness of campaign communication. Decision-making mechanism of campaign headquarters is the tug-of-war between diversity and effectiveness. Sometimes, campaign headquarters must set effective measures as top priority in order to deal with changing campaign situation. However, internal control mechanism must be built while the establishment of organization of campaign headquarters and internal rules.

台灣無線電視「老三台」（台視、中視與華視）所有權制度，在2000年代中期發生劇烈變化。華視朝公共化發展，中視與台視則民營化成為商營電視台；雖然走向不同，但以往「官控商營」的三台，卻也都各自進入「媒體集團」的所有權模式。民營化後的台視由非凡電視台入主，新資方揭櫫「低成本、高收視」之方針，在製作成本大幅降低與人事預算縮編下，新聞從業人員直接面臨工作負擔增加等問題。本研究希冀以台視2007年公股釋出、走向民營化、集團化的的歷程為例，探究所有權變動對於新聞組織與工作者的勞動影響。 台視勞動條件隨民營化組織變革有著幾個時期的轉變，首先在優離優退的人事瘦身後，留任員工雖明顯感受工作負擔加重，然因資方塑造「共體時艱」共識，勞動者與工會多以順從承擔代替抵抗。新聞部員工則因工作性質，不僅缺席工會運作，也少有為自己勞動權益發聲的行動。民營化之初，台視透過外購與合製等方式節省成本，但資方也不忘逐步提高節目自製之比例，在有限人力下，留任的勞動者身兼數職以成就資方揭櫫之方針。而資方棒子與紅蘿蔔賞罰兼施，逐步在薪資福利上調整，持續凝聚勞資雙方的共識。總體而言，黨政軍三退、民營化的台視，政治勢力脫離官控商營的侍從關係，不過藉由業配等商業運作，政治力則以較迂迴的方式滲透新聞製作獲得發語權。 / The central concern of this thesis underlines ,after Free Radio Movement, how the ownership shifted and what Taiwan Television Enterprise has done to the process of the privatization before and after 2007. It asks how media workers reflect and adapt themselves to the strategies of new employee. Through the method of in-depth interview, this thesis interviewed nine employers, including 5 reporters, 3 supervisors of the news department as well as the head of the union. From the interview, it shows the solidarity and the consent which established and conveyed by TTV employee from many aspects to have their employers and labors ‘’Making out’’ all of the process, regardless of the overtime and overload works. Another finding of the thesis is ,without the political wrestling and after Free Radio Movement, TTV’s privatization process did get rid of the direct control from government and the political party, however, TTV develops the commercial way to penetrate into the news production.

科技的發展日新月異，數位影音壓縮、網際網路與行動通訊等的技術突破,讓在有線電視、電信網路與行動通訊系統上所能提供相同的服務變的簡單，跨業競爭因此越來越明顯，而數位匯流代表了這個整合的趨勢，然而科技時代進步如此快速，但政府的法令卻遲遲無法跟上時代的潮流演進，因此造成了有線電視產業的封閉與發展停滯不前，甚至造成與電信產業競爭的不公平。 因此本研究的研究目的是探討數位匯流法立法後對有線電視產業的衝擊與因應策略為何?以及新的商業獲利模式為何? 研究方法則是參考Afuah A (2004)經營模式理論為研究架構，先從營運環境的方向來看產業的主要變化因子分別為何，這些因子將如何影響公司，公司又該如何修正自己的定位並調整價值活動、策略資源及成本變化的評估，如此一來才能在這產業快速的變化中維持或創造更高的公司利潤績效。 本研究主張，數位匯流法立法後若在2017年實施分組付費，將會影響有線電視業者的每月營收，同時當頻道上架平台更自由及同業新進業者進入競爭後，有線電視的收視戶將開始出現外流的問題，然而新的立法雖然會產生破壞但也能創造出新的商機，有些新的商機需要雙向網路的機上盒才能達到，因此有線電視業者應全面佈建雙向機上盒同時大幅改善其基礎網路的品質與頻寬，將自己定位為匯流平台並多投入更多的創新應用以拓展新的財源。 / The rapid development of technology breakthrough, like digital video compression, Internet and mobile communications that makes CATV, telecom network and mobile communications operators to provide the same service becomes simple and easy also causing more and more cross-industry competition is obvious. However, it represents the digital convergence intergartion is the trend in the near future. The age of technology advances so quickly, but the government decree has as yet unable to keep up with the trend of the evolution of the times resulting in the CATV industry its the development of stagnation or even resulting an unfair competition with telecommunications industry. Therefore, purpose of this study is to investigate the impact on the cable industry after digital convergence Legislation. 1. What are the CATV operator’s coping strategies? 2. And what their profitable new business model will be? Research method is a reference Afuah A (2004) theory of the business model for the study of architecture, starting with the direction of the major changes in the operating environment in terms of the respective industry factors, these factors will affect how the company, how should revise their position and adjust value activities, resources and strategies to assess changes in cost, this way in order to maintain or create higher profits in the performance of rapid change in this industry. The study argued that the digital convergence Legislation if it is established in 2017 and implement packet charge that will affect the monthly revenue of CATV operators, meanwhile when the channel contents can cross to different platform more freedom and new operators enter the competition. Cable TV subscribers will begin outflow, however, although the new legislation will cause damage but can also create new business opportunities, new business opportunities require to deploy two-way network set-top box to achieve, so the cable companies should be fully provisioned two-way set-top boxes and enchance their infrastructure quality and bandwidth, then positioning itself as a plateform of digital convergence. put more and more innovative applications to expand new sources of income.

根據過去研究發現，電視新聞已成為台灣地區民眾主要的消息來源，而轉型期的台灣 社會，各種不同層面的社會衡突正與日俱增，電視以其社會公器的本質所提供的公共 議壇，如何在有限的時間內，讓社會上各種聲音都有機會出現在新聞中，這就牽涉到 消息來源選取的問題；此外，電視媒介對消息來源所作不同程度的處理，亦是一種社 會權力的展現，有其重要的社會意義。 本研究乃以電視新聞中的爭議性新聞為對象，研究新聞中之消息來源以及對於消息來 源的處理方式，並藉此探討不同特性之消息來源的言論導向。 本研究共分四章，約五萬四千字。第一章為研究動機、目的以及文獻探討。第二章為 研究方法，詳述其抽樣與內容分析之類目建構。第三章為研究結果報告。第四章則對 結果提出討論與建議，並說明其研究限制。

第一章 緒論 本章主要包括研究動機與目的、研究架構與定義、文獻探討與研究問 題。 第二章 研究方法 本研究是採問卷調查法，問卷收回後，並以內容分析法將收看電 視綜藝節目之動機加以歸納處理，最後並以SPSS來統計分析所有資料。 第三章 研究結果與分析 依電腦跑出來之結果，解釋、分析台灣地區成人收看電視 綜藝節目的動機和行為。 第四章 結論與建議 本研究之目的，除了欲瞭解台灣地區成人收看電視綜藝節目之 動機與行為，並希望能提供給實務界做為執行與改進之參考。

第一章緒論。本章分三節。首先說明這項研究的動機與目的, 然后闡述本論文主要的 根據──「使用與滿足理論」, 最后提出研究架構。 第二章文獻探討與問題。在這一章中, 將本研究所欲探究的各項問題, 過去有關的研 究, 一一分節引用與討論。這一章的末尾, 並清楚列舉所要探討的各項問題。 第三章研究方法。在本章的四節中, 分別說明這項研究的抽樣方法、問卷設計與變項 測量, 資料蒐集步驟及統計分析的方法。 第四章結果與分析。資料進行分析后, 在進一章各節中, 分別對各個研究問題, 詳細 說明所獲得的結果。 第五章結論與建議。首先提出本研究主要的發現, 然后指出本研究受限制的地方, 進 而提出改進的建議, 作為未來從事這方面研究的學者參考。