Thesis (M.S.)--Boston University

Due to the fact that communication technologies are abruptly changing, and also that the restrictions of broadcasting (channel) industry have been gradually released, regionally AM radio stations are confronting with challenges coming from internal and external environments. Under such a situation of high competitions in media industry, regionally private radio stations are eager to understand their existence values and future development potentials, and which are also the issues that the scholars are intending to investigate. Based on the point of view of business operation, this study is to investigate the mutual relationships among three constructs, including ¡§the listening needs and motives of the community audiences¡¨, ¡§the existence necessity of regional AM radio stations¡¨ and ¡§the interaction effectiveness between radio station and the community public¡¨. Furthermore, this study also investigates the possible influences of the interaction effectiveness (between radio station and the community public) on the business operation of radio station. Through the investigations performed, the existence and development values of radio stations can be then verified. Besides, it is also expected that the operational performance of radio station can be further improved through paying much attention to the interaction effectiveness of being with the community public. The investigation is performed through the questionnaire method, by which the sampling body is regarding the adult audiences of regional AM radio stations in big Tainan area. The number of effective questionnaire is 259. According to the result of statistical analysis conducted, it is found that the audiences still positively evaluate the existence and development of regional AM radio station; and this shows that the audiences still highly are expecting the existence and further development of regional AM radio station. According to the research results, five suggestions are proposed to the regionally AM radio stations, including: (1) make the radio station operation to be more professional, to increase the competence (2) brand-making and market-positioning, to let the audiences to be loyal to these channels (3) adopting the program segmentation, to use the right person, the right time, the right contents (4) periodically holding some activities, to build up the emotion with the audiences (5) linking with the local resources, to build up the local styles. Besides, it is concluded that, at this moment, the strategic ambition and execution capability of the chief conductor of the radio station are the key factors for the success of business operation; and it won¡¦t produce the performance improvement by only talking without further execution.

Thesis (Ph. D.)--University of Washington, 2005. / Vita. Includes bibliographical references (leaves 160-185).

Thesis (M.S.)--Boston University. PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you.

On 29th February 2000, The Directorate General of Telecommunications, Ministry of Transportation and Communications, announced the result of selection for DAB (Digital Audio Broadcasting) experimental digital broadcasting. From that moment, many FM Radio Stations initiated their DAB digital broadcasting. Compared with FM Radio, AM Radio is slower on initiating digital broadcasting. However, new technology continuously comes out. The integration of media technology has a great influence on the media broadcasting model. The emergence of new media accelerates the decline of traditional media. Earlier emerging than internet, TV and FM Radio industries, how will AM Radio strive for continuance and development? To encourage existing AM Radio in initiating their digital future, the Ministry of Transportation and Communications announced the project of experimental digital broadcasting of IBOC AM and DRM on June 3rd, 2004. It is worth for the research scholars to study how the AM Radio initiates digital broadcasting and what the influential factors are. Therefore, this research is trying to find the factors which turn AM Radio to the digital future, and also discuss what factors will encourage radio enterprenors to initiate digital broadcasting, what kind of digital system is appropriate for AM Radio, and what the situation is for experimental DRM broadcasting in Taiwan. We are trying to find out the factors turning AM Radio to the digital future, and make AM Radio (with declining listening ratio and poor reception quality) improve the performance, as well as create new core value of AM Radio Industry. According to the objective and motivation above-mentioned, we designed and proceeded this research as follows: We started from an investigation on 28 AM Radio Stations in Taiwan to know their needs for digital broadcasting, and then collected data and made statistic analysis based on the questionnaires returned. We also took interviews with professional people assisting in DRM digital broadcasting for AM Radio. Besides, we participated in the World DAB Forum Conference held in Taiwan in this year, and finally went into a conclusion and some suggestions. We found from the information in questionnaires that the factors making AM Radio to initiate digital broadcasting are not precise. However, we know more about how the digital broadcasting is going among AM Radio Stations, from the information collected by interviewing professional people who assist in DRM digital broadcasting for AM Radio. It will bring advantages in competition for AM Radio Stations to initiate digital broadcasting. Thus, it can not wait to turn to digital future. The Radio enterprenors should use technology well and increase additional value. They have to follow the trend, develop new co-operation model, and establish their brand image. They should also enhance on inspection of program contents, and hold success factors. They can increase reception ratio only with fine broadcasting, excellent program contents, good reception quality and perfect marketing strategy. As to the technical people, they need to care about the development on technology, and provide new information for management to make decision. Besides, the policy of government must be precise, in order to encourage Radio enterprenors in initiating digital broadcasting. The above conclusion could be the reference in digital radio research.