對電視台來說，擁有讓觀眾易於區分的品牌個性和風格是提高收視率的要素之一。因為，只有突出獨特的風格和打造品牌形象，方能形成影響力。簡而言之，品牌能簡化觀眾選台的決策過程，一旦該台成為觀眾腦海裡的選擇，就能讓他們在不需要花費太多時間與精力的條件下進行收視行為。基本上，品牌的塑造有賴於電視台全體台前幕後的員工，透過每一個環節和時段把品牌訊息和價值傳遞給觀眾，故品牌內部行銷的實施影響了電視台品牌深化和內化的成敗，也是員工能否掌握正確和全面的品牌訊息和理念的先決條件。 本研究旨在探討電視台品牌內部行銷的指標要件，從文獻中發展出八大構面作為評定品牌內部行銷的衡量指標，採用修正式德菲法作為研究方法，結合廣播電視領域、傳播管理與企業管理領域、品牌行銷和公關廣告領域專家學者之豐富意見與專業知識，萃取出適合電視台品牌內部行銷的指標要件，供產學界和後續相關研究作為參考。研究發現，衡量品牌績效作為獎賞依據是電視公司在施行品牌內部行銷時最重要的要件。指標方面，即「訂定出明確、清晰易懂的品牌願景」、「各部門同事間相互共同合作以完成工作」、「鼓勵員工發揮品牌創意和主動性」、「讓員工清楚知道品牌績效衡量項目」、「提供個人獎勵（如財務獎勵、正式場合公開表揚、職務升遷）」和「確保員工真正認可企業品牌的精神與承諾」這六項是品牌內部行銷最重要的項目。 / As a TV station, one of the elements to raising the ratings is to shaping the brand personality and style and allows the audience to distinguish the differences. This is because only the unique brand style and image can form the influence. In short, brand can simplify the decision-making process while audience selecting a TV channel. Once the TV station becomes the first choice in their mind, this can let them spend less time and energy searching the channel for deciding which channel they want to watch. Basically, branding depends on the employees no matter what are their positions, front stage or back stage. The brand message and brand value through every segment and time transmitted to the audience. Therefore, the success of TV station internal branding influenced by the implementation of brand internal marketing. This is a prerequisite for employees to hold the brand message properly and completely. This research aimed to explore the requirements of brand internal marketing. After developed eights dimensions for evaluation indexes from the literature review, this research applied with the Modified Delphi Method, collected the opinion from the experts and scholars from the field of radio and television, media management, business management, branding, public relationship and advertising, extract the indicators based on the result analysis and finally provided the findings to the industry and academia as a reference. The results showed that the most important dimensions of brand internal marketing for TV station is measure the brand performance as a reward basis. For the main indicators, “Set a clear and understandable brand vision”, “Colleagues from various departments work together to complete the task”, “Encourage employees to be creative and initiative in branding”, “Let employees know the measurement indicator of brand performance”, “Provide personal incentives (such as financial incentives, public recognition in formal occasions, job promotion)” and “Ensure employees recognize the brand spirit and brand commitment”, six indicators above are the most important indicators in brand internal marketing for TV station.

La calidad de servicio de televisión de señal abierta en el Perú ha sido un inconveniente en las últimas décadas debido a la mala calidad que se brinda a los usuarios, la llegada de las implementaciones de estaciones terrestres digitales de la Televisión Digital Terrestre (TDT) podrá brindar a los ciudadanos de provincias y lugares lejanos una mejor calidad de imagen en sus televisores, en el cual están involucradas las emisoras televisivas. Una de las características de la señal de la televisión digital es la forma eficiente que tiene para transmitir en cualquier lugar, con alta calidad tanto en video como en audio, ofreciendo al usuario producto mucho mejor, con una de sus cualidades la interacción y acceso a información. En este trabajo se desea realizar una investigación adecuada para el mejoramiento de servicio de televisión de señal abierta de una empresa televisiva en la región de Ica, utilizando una estación terrena digital a través del estándar ISDB-Tb. Se utilizara el método de implementación de una estación terrena digital, con la finalidad de identificar los factores que influyen al ser implementadas con relación a las estaciones televisivas pequeñas. Se establecerá las diferencias que existen en la calidad de servicio para la transmisión análoga y digital en una señal abierta, ya sean sus ventajas o desventajas; y a la vez especificar el cambio que ocasionará al transmitir una señal abierta de estación televisiva pequeña a través de una señal digital. The quality of service television networks in Peru has been a drawback in recent decades due to the poor quality that users are provided, the arrival of the deployments of digital terrestrial stations of the Digital Terrestrial Television may giving citizens and far places better image quality on their TVs, which are involved in television stations. One feature of the digital tv signal is the efficient way it has to transmit anywhere, with high quality in both video and audio, providing users with better product, with one of his qualities interaction and access information. In this work we want to do adequate research to improve service broadcast television from a television company in the region of Ica, using a digital earth station through the ISDB-Tb standard. The method of implementing a digital earth station, in order to identify the factors that influence to be implemented in relation to small television stations were used. The differences in the quality of service for analog to digital signal transmission in an open, whether the advantages or disadvantages will be established; and simultaneously specify the change will cause a small open when transmitting television station signal through a digital signal.

基於保障少數族群傳播權益的理念下，全球第一家客家電視台於2003年七月一日成立後，經一年半的歷程中，有需要了解到底哪樣的人在收看客家電視？本研究旨在利用收視率的分析，勾勒客家電視台核心觀眾輪廓並探其變化。 本研究的主要目的 （一）依據特定人口學變項,勾勒客家電視台核心觀眾的基本輪廓。 （二）分析客家電視台核心觀眾在六季、週間、假日收視行為變化。 （三）以戲劇、綜藝、新聞類核心節目中，針對觀眾收視行為分析。 研究結果發現 1.客家電視台在整體收視以及六季收視變化，呈現出一樣的核心觀眾輪廓：「男性50歲以上」，「小學或以下」、「退休或無業」、「桃竹苗地區」、「常說客語族群」。 2.客家電視台週間假日收視情形，男性收視略優於女性收視率，女性在週間晚間八點到十點間收視率為一天之最，週間假日以50歲以上為主要收視群，其次為35-49歲的觀眾。 3.週間假日觀眾教育程度幾乎落在小學以下有較高的收視率，其次是國/初中，「工作狀況」來區分觀眾收視率情形，以無業退休較居高，家庭主婦其次。 4. 週間假日觀眾收視差異：假日時段整體收視表現較週間高，平均假日收視率是週間兩倍。收視波段在週間呈現多段的收視高峰，而在假日則是明顯以早、中、晚三波段的收視高峰呈現。 5. 週間假日觀眾收視差異：假日早上高峰時段，皆較週間往後推移一個小時，週間晚間收視高峰可以持續到晚上11點，而假日收視高峰在9點以後急速下降。 6.在核心節目觀眾的性別輪廓，戲劇類的「油桐花之戀」節目，較受女性觀眾青睞，綜藝類「鬧熱打擂台」、新聞類節目「非常短評」的收視觀眾性別，男性高於女性收視率。 7.在核心節目觀眾的年齡輪廓，戲劇類的「油桐花之戀」有年輕化趨勢，35-49歲女性人口收視率具可塑性。綜藝節目「鬧熱打擂台」、新聞類節目「非常短評」觀眾的年齡落在50歲以上男性女性為主要觀眾。 8.在核心節目觀眾的教育程度，新聞類節目「非常短評」以大專以上人口收視為多，綜藝類「鬧熱打擂台」、戲劇節目「油桐花之戀」的觀眾以小學以下和國初中為主要收視群。 / In compliance with the ideal as to safeguard the broadcasting rights for the ethnic minorities in Taiwan, a Hakka TV station, the first of its kind in the world, was founded on July 1, 2003. Since its inception one and a half year ago, however, people know little about the majority of its audience and whether its programs have met the requirements of Hakka community. This study has, through analysis of rating and reception quality, come up with a profile of Hakka TV station’s core audience as well as its audience flow. Upon comparison with that of the target audience, the data has provided Hakka TV station a vaulable reference tool for improvement in its future program productions. This study has managed to : 1.Work out a profile of the core audience of Hakka TV station. 2.Define how the profile of core audience of Hakka TV station changes with viewing time (segments of the day, seasons of the year, etc.) Discussions on the difference between them and audience flow have also been held. 3.Analyze the profile of core audience of the most popular programs in each season. Explore their difference as well as audience flow. Analysis was done through discussion on varied theories, documents and academic works , supplemented by data and information gathered from Hakka TV station itself. The secondary analysis was based on rating surveys by some broadcaster groups and on reception quality surveys conducted by market survey companies in their hometowns. These survey shows that the core audience of Hakka TV station during the 1-1/2 year period following its establishment had a profile as follows: male over 50 years of age (54%); with primary educational level or lower (49%); retired or unemployed (36%); living in the counties of Taoyuan, Xinzhu and Miaoli (46%); ethnic group speaking Hakka dialect frequently (44%). The definition of audience ’ speaking Hakka dialect frequently’ can be interpreted as that Hakka dialect has been their mother tongue. In a sense, dialect the audience use is considered the most important contributory factor to the core audience of Hakka TV station.

台灣電視新聞台林立，其密集之程度在全球相當罕見，而新聞從業人員在同業競爭及新科技發展等現實因素下，所承受之壓力更甚以往，在企業化的經營下，電視台必須考量新聞內容的差異性及多樣性，同時近來壹電視的成立，也造成了電視台不小之影響，在種種環境背景丕變之情況下，更需要進一步了解現今新聞工作者之工作態度及對於工作認同程度，因此本研究藉由電視新聞媒體探討組織文化與組織承諾、工作滿意度、工作績效之關係，希冀提供新聞工作者及電視台經營符合現況之研究結果及實務建議。 本研究之調查對象主要針對電視台新聞記者，並以北部之新聞台記者為主要研究對象，進行量化問卷調查及質性深度訪談方式，透過電視台發放問卷，並安排合適之對象進行深度訪談。除藉由統計分析了解組織文化與組織承諾、工作滿意度、工作績效之關係，亦以深度訪談進行佐證解釋。 研究中發現組織文化對於工作滿意、工作績效、組織承諾均有顯著影響，特別是壹電視記者在組織承諾、工作滿意度、工作績效均優於其他電視台，顯示在特定組織文化上，的確能使得新聞工作者在工作表現上有所提升。另外，組織承諾對於工作滿意、工作績效也有顯著影響，顯示提升組織承諾，當記者認同公司的價值觀和目標後，能使記者恪盡職守，甚至願意在工作之外付出努力。最後，工作滿意對於工作績效也會產生顯著影響，記者的工作滿足來源，來自於認同新聞工作所帶來之社會意義，或是與個人道德觀或價值觀的吻合，當有越高之工作滿意，當然對於工作績效的提升也能有所助益。 / Taiwan has extremely high density of television stations which is rare to see in the world. The journalists face a great competition in the market and the fast development of new technology. They have to suffer more stress than ever. In recent years, television stations are forced to think how to make news contents more different and diverse from competitors. This research focus on the relationship between organizational culture and organizational commitment, job satisfaction and work efficiency in television media and eager to provide practical recommendations for journalists and the managers of television station. This research aims at the television journalists in north Taiwan and uses questionnaire and depth interview to understand their opinions. Questionnaire analysis shows the relationship between organizational culture and organizational commitment, job satisfaction and work efficiency of journalists and depth interview help to give explanations and proofs. According to the result, organizational culture can affect job satisfaction, work efficiency and organizational commitment.Organizational commitment has positive effect on job satisfaction and work efficiency. When journalists identify with organization’s value and prospect, they are willing to put more efforts on their jobs. Moreover, job satisfaction can also affect work efficiency. Journalists are satisfied with their jobs when news reporting brings meaning to whole society or journalists and news reporting share the same value and moral. Also higher job satisfaction can help to improve work efficiency.

媒體網路科技的發展以及數位技術的解放，讓個人媒體開始出現。這些草根媒體不論在型態或是內容產製上都與過去的大眾媒體有很大的差異。2000年韓國出現了強調人人都是記者的公民新聞媒體《Ohmynews》，短短幾年成為韓國前10大影響力的新聞媒體，也讓公民新聞開始受重視。在察覺公民新聞的發展趨勢以及擴大台灣公共電視影響力的需求下，2007年4月30日PeoPo公民新聞平台正式成立運作，它是第一個強調以影音為主的公民新聞媒體，也是強調人人皆可參與的開放新聞平台。 一年的運作下來，PeoPo公民新聞平台不論在公民記者人數的成長或是新聞數量的增加都有了相當的成績，並且舉辦過多場活動展現了草根媒體的影響力。透過PeoPo公民新聞平台，更多人有了公共參與以及關心社區事物的機會，也看到了不同地區、年齡、背景的民眾參與公民報導的實踐。 本研究將透過實際參與PeoPo新聞平台發展一年觀察的田野筆記，呈現PeoPo公民新聞平台發展的軌跡；並且透過量化的問卷以及質性的深度訪談，了解PeoPo公民新聞平台在公眾參與以及多元報導上的表現。