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篇名 多平台時代下台灣電視頻道業者的競爭優勢與策略:以資源基礎觀點分析
Competitive Advantage and Strategy of Taiwan’s Television Broadcasters in Multi-platform Era: A Resource-based view
作者 陳弘軒
中文摘要

「多平台」(multi-platform)是指經由多個平台傳播且彼此串連的媒體內容與服務,例如電視頻道不僅在電視上播出,同時也在網路上以隨選視訊的方式播出。數位匯流與 OTT TV 的興起,象徵多平台電視時代的來臨。在台灣,由於觀眾收視習慣已經趨向多螢化、行動化、個人化,加上 OTT TV 大舉進軍台灣市場,台灣傳統電視業者面臨新媒體的威脅,開始思考如何讓內容的產製與播出可以延伸到新媒體平台,甚至自己經營 OTT 平台。據此,為了瞭解台灣不斷變動的多平台電視市場,本研究從資源基礎觀點的角度出發,希望探討在多平台時代之下,台灣電視頻道業者如何運用自身的核心資源與能力,發展出多平台的策略,進而創造多平台電視市場上的競爭優勢。

本研究採用深度訪談的研究方法,針對近期積極經營 OTT 平台的《民視》與《三立電視》進行研究與比較。本研究認為,兩者各自擁有的核心資源與能力都不盡相同,因而在多平台市場上所發展的策略與競爭優勢也略有不同。整體而言,兩者都以「內容」與「品牌」的競爭優勢進軍 OTT 市場。在策略上,民視定位自己為 OTT 市場上的內容集成商,而三立電視則以服務粉絲為基礎,提供自家內容的全媒體服務。然而,這兩家電視頻道業者在提供多平台服務的過程中,都採取了相對保守的作法,其箇中原因與台灣電視生態的內外環境因素息息相關。

英文摘要

“Multi-platform” is defined as interlinked content across multiple platforms. Media convergence and the rising of OTT TV have illustrate the coming of multi-platform era. In Taiwan, the traditional television broadcasters are faced with the threat of new media. Since the audience viewing habits is changing, and the OTT TV operators are pushing into Taiwanese market, the traditional TV broadcasters have start thinking how to extent the production and broadcast of content to new media platform, and even to run their own OTT platform.

In view of this, this study starts with the perspective of resource-based theory, and tries to figure out how TV broadcasters in Taiwan, in the multi-platform era, apply their core resources and abilities to develop multi-platform strategies, and create competitive advantages in multi-platform market.

By semi-structured depth interview, this study focuses on two traditional television broadcasters that have been operating actively in OTT platform— Formosa TV (FTV) and Sanlih Entertainment Television (SET). The study finds that FTV and SET each have their own core resources and abilities, which have led to the difference in their strategy and competitive advantage in multi-platform operation. Over all, both FTV and SET enters the OTT market by two competitive advantages: “content” and “brand”. But when it comes to the strategy part, FTV tends to position itself as a content aggregator, while SET provides fan-based services, offering full media services through self-generated content. However, due to the television environment, both of the TV broadcasters take a relatively conservative approach when providing multi-platform services.

中文關鍵詞 多平台、電視頻道、OTT、資源基礎理論、民視、三立電視
英文關鍵詞 Multi-platform, TV channel, OTT, Resource-based theory, FTV, SET
發表日期 2016/06/19
授權狀況 已授權
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