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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0722104-100124 |
| Date | 22 July 2004 |
| Creators | Chen, Der- chin |
| Contributors | Ya- Ching Lee, Hsiang Chen, Yue -Shan Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0722104-100124 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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