網際網路與電視匯流之關鍵成功因素探討
《中文摘要》
數位狂潮衝刷媒介生態沃土，網路、電視與電信三大領域，在技術、服務與通路上匯流出競爭與互補的大媒體潮。網電合一扮演不同而又多重的角色，面對科技、法規、市場與管理上的競合，形成網路、電視、電信產業「三網合一」（Triple Play）的「網電匯流」閱聽趨勢。數位內容產業具有「一次生產、多元加工、多頻傳輸、多工服務」特性，網路的數位互動、超文本、虛擬化，成就了寬頻影音典範。一個簡單的問題是：網路電視（WebsTV）能否搬到數位電視（Digital TV）上？
本論文探究「網電匯流」與「關鍵成功因素」二大主題，以文獻探討與深度訪談設計，訪問中華電信M.O.D.（Multimedia On Demand, M.O.D.）、數位聯合電信公司SeedNet D.F.C.（Digital Family Center, D.F.C.）、東森有線電視機上盒S.T.B.（Set-top box）與網路電視等多系統經營業者（Multiple System Operators, MSO）共八家公司九位專家，針對網路與電視匯流的關鍵成功因素發表意見。研究者並以自己在網路公司參與電視台數位化的親身觀察，探討如何融合具寬頻網站與數位電視製播特色的關鍵成功因素。
研究發現網路與電視匯流的「新媒介」（New Media）必須在：匯流目標策略、企業價值鍊、殺手級內容、數位匯流科技、市場績效等五個要素上，豐富顧客實體和虛擬經驗的平台，以使用者為中心、客制化互動的社群思維，去拓展數位電視市場，才能在傳播新世代，為大眾開拓新閱聽時空。 / The Key Successful Factors of Converging the Internet and Television
The digital mega-trend has caused enormous impact in the world of mass media.In three major fields: Internet, television and telecommunications, the combination of internet and television have created a new wave of competition and co-operation in areas such as technology, regulation, marketing and management. This will lead to the triple play of internet, television and telecommunications that will set the new trend. Digital industry has the unique feature of 「Once producing、MultiProcessing、Multichannel Transmission、Multiworkers service」, and other characteristics such as internet interaction and Hypertext、Virtual will become the M.O.D.el for broadband entertainment. But, here raises one simple question:“Can WebsTV being duplicated onto the Digital TV”?
This thesis will discuss into depth the two major topics of “Convergence”and “Key Successful Factors”using literature review and interviews with 9 experts from: M.O.D of ChungHwa Telecom, Seednet D.F.C., ETTV S.T.B., and Multiple System Operators of Cable TV etc. Empirical experiences gained from working in relevant industry will also be used to discuss the success factors in converging broadband website and digital television.
Research discovered that the“New Media”which converging the internet and television will need to fulfill five major aspects in: converging target strategy, enterprise value chain, killer level content, digital converging technology and market performance. In order to create a user-friendly environment and platform, that will provide effective interaction between the user and supplier. By doing so, it will give all users a whole new experience in the world of digital entertainment.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0091941011 |
| Creators | 張育誠, Sherman Chang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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