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題 名 | 公共服務性廣播電臺經營策略研究--以北京交通廣播電臺為例=The Programming Strategy and Management of a Public Service Radio Station: A Case Study of Beijing Communication Radio |
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作 者 | 黃雅琴; | 書刊名 | 玄奘資訊傳播學報 |
卷 期 | 3 民95.06 |
頁 次 | 頁1-21 |
分類號 | 557.76 |
關鍵詞 | 北京交通廣播; 交通廣播; 路況信息; Beijing communication radio; Communication radio; Traffic message; |
語 文 | 中文(Chinese) |
中文摘要 | 中國交通廣播的蓬勃發展堪稱世界廣播發展趨勢的獨特現象,本研究選擇在節目呈現、收聽率、廣告營收均居於獨領風騷地位的北京交通廣播為對象,據用實際收聽節目,期間自2004 年6 月21 日至7 月4 日,經由整理歸類,再進行深度訪談方式,探討以下四個問題: 一、北京交通廣播的節目走向為何? 二、北京交通廣播的節目規劃,在環境制度面所考量的因素有哪些? 三、北京交通廣播的節目規劃,在策略層面所考量的因素有哪些? 四、北京交通廣播的節目規劃,在輸出層面所考量的因素有哪些? 研究發現,北京交通廣播的節目可分為十四類:色括音樂、文藝、休閒娛樂、心靈勵志、路況服務、汽車指南、對象類、人物眾集、法治專題、新聞、交通新聞與專題、聯播節目、聽眾服務、聯播系列台節目等。 在環境制度面所考量的因素有:頻道擁有數、播放範圍、角色分工等。 在策略層面所考量的因素,分別為:頻道定位與聽取訴求、與機構組織或地區資源合作、跨媒體策略聯盟、跨行業經營戰略、節目製播標準化與其他頻道之競爭、區隔等。 在輸出層面所考量的,包括:節目監聽、收聽率排行、播出節目類型、主持人呈現方式與風格、聽眾服務方式、廣告類型分布、廣告效益分析等。 |
英文摘要 | The purpose of the study is to review all the programs of Beijing Communication Radio from 21 June to 4 July 2004 by analysis and interviewing means so as to explore the following issues: The first- What is the trend of the programs of Beijing Communication Radio? The second - What factor in systematic aspect associated with the programming of Beijing Communication Radio is considered? The third - What factor in strategic aspect associated with the programming of Beijing Communication Radio is considered? The fourth - What factor in output aspect associated with the programming of Beijing Communication Radio is considered? It is found in the study that various communication programs may be classified as fourteen categories of subjects, including music, literal, entertainment, spirit, traffic report, auto instruction, features, people focus, law subject, news, traffic news and subject, united broadcasting programs, audience service, series programs in united broadcasting stations, etc. The number of channel owned, broadcasting scope, and role and responsibility is considered in systematic aspect. The factors in strategic aspect include the channel positioning and appreciation of audience, cooperation with organization of institution or local resources, media-crossing strategic alliance, section-crossing operating strategy, standardization of program stipulating and broadcasting, and competition and segregation with other channels. The factors in output aspect contain program monitoring, audience rating, type of program, style of anchor, service for audience, distribution of commercial type, analysis of commercial performance. |
本系統中英文摘要資訊取自各篇刊載內容。