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The diploma thesis explores relationship between both czech cine and television fairy tales and the Czech Television, analysing a structure of Christmas programme schedules between years 2004 and 2014. The first part defines fairy tales and their function in the context of literary genre and historical evolution, then it continues to a cinematographic and television adaptations of fairy tales. It also includes the psychological aspect of fairy tales. The second part considers fairy tales as mediated message and reveals possible influence of mass media related to their function. It is based on social construction of reality theory, media systems dependency theory and uses and gratifications theory. The third part refers to the Czech Television as to a public service media with specific targets and attitude to the broadcasting and production of fairy tales. At the same time, it mentions the most assigned directors, most broadcasted fairy tales and explains the way how the Czech Television works with them in the programme schedule. In the fourth part there was a quantitative analysis of Christmas programme schedules of the Czech Television made and so was a comparison of individual seasons, days and dayparts. The end of the work concludes the important role of fairy tales in the Christmas programme...

本研究關注跨媒體集團執行資源整合與綜效化經營導向之間的策略關係，並且聚焦電視節目經營的運作範圍。主要經由深度訪談的研究途徑，旨在透過個案節目：【超級星光大道】之實務分析，作為檢視中視、中天與中時所形成的「新三中」跨媒體集團之對照，藉以探究新三中資源整合的策略意涵，以及產出的綜效價值與相關影響，同時思考跨媒體集團於電視節目市場的經營邏輯與整合模式。 研究結果指出，新三中在此節目的經營過程，並非經過系統性地研擬與完整規劃，而是呈現隨市場情勢，漸進調整的發展狀態。其中，節目的收視表現和集團政策的配合是影響資源整合策略執行的關鍵。另外在價值創造方面，不管是「行銷、營運與管理綜效」，【超級星光大道】為新三中分別都在各個細部層次帶來正向的效益成長。但本研究也發現新三中的資源整合，出現難以整合管理，並且對新聞專業義理產生衝擊，尤其為了追求綜效卻導致顧此失彼造成矛盾等反向效應，種種問題隱憂代表跨媒體集團的資源整合雖能實現正面綜效的價值，但不得忽略其同時亦能產生負面綜效的影響作用。 / This research concentrates on the interaction between implementing resources-integration and operating synergy-oriented strategies in media conglomerates, with focusing on television program management. Taking the TV show “One Million Star” as an empirical investigation with depth-interviewing approach, the study intends to analyze the media conglomerate “Neo-San Chung” which comprising CTV, CTiTV and China Times three media companies; the main purpose is to explore strategic meanings, synergy value and related influences behind the resources-integration in “Neo-San Chung”. Also, the research concerns about the governance logic and the model of integration in media market. According to the research, instead of systematic design and planning step by step, the managing process of the TV show by “Neo-San Chung” presents a changing condition varying with market circumstances. Meanwhile, the program’s performance and the conglomerate’s governance policy are crucial factors. Regarding the aspect of creating value, “One Million Star” produces advantages in each detailed layers of marketing, operating and managing synergies. However, the study notices that there are some derivative problems, such as difficulties in integrated management, conflicts in Journalism values, and especially the contradiction resulted from realizing synergy benefits. Although resources integration could bring media conglomerates positive synergy values, these problems reveal that negative synergy might arise simultaneously and become potential crisis.

目前，台灣地區的電視台對於電視收視率資料的使用，似乎較強調業務導向的數據解讀。然而，在節目收視表現的使用上，常由所有觀眾角度所詮釋的節目收視率，一來與廣告代理商實際執行廣告活動的「目標群設定」邏輯不符，沒法說明節目觀眾的全貌，二來也無法描繪觀眾收視行為的細節問題。因此，本研究試圖從收視率（TV Rating）的電視節目之節目編排的運用觀點出發，以剖析收視率在節目編排與應用的意涵。 本研究以六台「綜合性電視台」（民視、台視、中視、華視、三立台灣台與TVBS）之週間黃金時段為研究主題，透過數據分析與深訪資料，討探各台在節目編排策略的考量因素與電視收視調查資料（TV Audience Measurement，TAM）的實際使用情形。研究發現，電視收視調查資料著實可反映出電視產業中大多數的「外部因素」與部分的「內部因素」狀況，經營者可藉以瞭解電視收視市場，是電視收視市場的投射。研究建議，電視台可加強台內同仁在數據使用與解讀之人員訓練，並著重電視收視調查資料於節目編排之使用，使「業務」與「節目」兩數據使用面向並重。 此外，研究中以「電視收視調查」一辭替代「收視率調查」。因研究者認為「電視收視調查」是指「針對電視收視市場的調查研究」，是一種研究調查的方式；而「收視率」是電視收視調查研究中所呈現的一類「數據」，無法說明此研究調查的真正意涵；因此，在研究中對於此調查研究的名稱，都以「電視收視調查」論述之。 / In Taiwan, most of TV Channels prefer the analysis of the business-orientated information about the application of TV Rating. In program-orientated information, the program rating of total audience does not consist with the target setting of the advertising agency. In addition, this approach can neither draw out the audience’s profile nor describe the viewing behavior in detail. Therefore, the research tries to analyze the significance of TV Rating in programming and application. The research samples the prime time of weekday of six TV channels (FTV, TTV, CTV, CTS, Sanli and TVBS) as the research subject to probe into the critical factors are in the programming and the application of TV Audience Measurement (TAM) of each channel. From the research result, it is proved that TAM projects almost all the outside factors and parts of the inside factors about each TV channel. Moreover, the management team also can understand the situation of TV market through TAM. With this research, I suggest that the management team of TV channel should plan to enhance the training for the employee’s ability to use data. And they should put the business-oriented and the program-oriented in balance through emphasizing the application of TV Audience Measurement. Besides, the research will replace “TV Rating” with “TV Audience Measurement”. The writer regards the research of TV Audience Measurement as a research method of TV marketplace and “TV Rating” is just a kind of figure, part of survey result of TV Audience Measurement and cannot explain the real meaning behind the number. Hence, we proclaim the survey to the TV marketplace as TV Audience Measurement in this research.