查詢結果分析
來源資料
頁籤選單縮合
題 名 | 廣播產業數位化:二十一世紀廣播節目之製作與行銷=Digitalization of Broadcasting Industry--The 21[9566] Century Broadcasting Program Production and Marketing |
---|---|
作 者 | 陳國偉; 張明裕; | 書刊名 | 傳播管理學刊 |
卷 期 | 6:3 民94.11 |
頁 次 | 頁81-96 |
分類號 | 557.766 |
關鍵詞 | 行銷; 數位廣播; 電子媒體; Marketing; Digital broadcasting; Electric media; E-media; |
語 文 | 中文(Chinese) |
中文摘要 | 國內數位廣播自2000年3月開始進行試播,正式邁入數位影音紀元,改變了AM/FM傳統類比電臺的播出方式,將原先的音訊特性擴充為影音及文字資料同步的數位化播出,正式成為廣播產業的新寵兒。 因應全球數位產業的衝擊,國內數位廣播的製播內容及行銷方式勢必要重新整合,以期與國際數位產業正面迎戰,其中必須深思的面向有: 一、產、官、學界合作打造e生活、e商務、e政府、e交通的數位化環境。 二、廣播製播內容及人員素質必須再提昇,包括節目國際化及多語化、彰顯本土特色、節目內容評鑑制度的建立、輔導傳統電臺轉型。 三、帶動周邊產業齊頭並進,提昇數位廣播接收器之自製能力,增進國內數位電子產業競爭力。 四、積極建立影音資料庫及數位典藏,保存舊有廣播音訊資產,並落實尊重智慧財產權。 五、行銷內容及方式搭配節目進行,並且重視多樣化與及時性,發揮廣播優於其他媒體(如電視、報紙)的便利性。 國內大專院校近年來廣設大種傳播相關科系,顯見對傳播科技及相關產業之重視,惟人文素養之提昇猶待學界、民間及官方共同努力,從培育相關技術人才及專業觀念做起。 |
英文摘要 | The national digitalized broadcasting has conducted trial broadcasting since March, the Year 2000. This hasannounced the beginning of our digitalized visual/audio generation, as well as announced the revolution to traditional AM/FM analogue radio broadcasting. This new invention has expanding previous audio messages features into synchronization of digital visual and text information broadcasting, which has become the new mainstream in broadcasting industry. For overcoming the impacts from digital industries over the world, it is essential to rearrange the digital broadcasting subjects and marketing method in the country, in order to conquer the challenges from digital industries over the world. There are few aspects to be reviewed: I. Combining business, government, and academic fields to build e-life, e-commerce, e-government, and e-traffic digitalization environment. II. Broadcasting content and specialists must require further trainings, including program globalization and providing multiple languages versions, promoting national/local features, program content evaluation system establishment, and supporting transformation of traditional radios. III. Leading development of industries in relevant fields, in order to improve self-production capability of digital broadcasting receiver and to improve capability for digitalization of electric industries in the country. IV. Establishing visual/audio database and digital collection as priority; conserving previous broadcasting audio information; and realizing the importance of respecting intelligence property rights. V. Performing marketing content and method along with the program; building diversification and generating the 1st hand news; promoting the best advantages of broadcasting to demonstrate that broadcasting is more essential than other types of media, including TV and newspaper. In recent years, the national colleges and universities have developed mass communications relevant majors so as to prove their concerns for communication technology and relevant industries. Therefore, training more talents require generated efforts and training education in the academic cycle, the public, and the government. |
本系統中英文摘要資訊取自各篇刊載內容。