臺灣電視新聞媒體的商業與品牌重塑策略 —以 A 媒體的國際新聞為例

Abstract

在數位時代，臺灣電視新聞媒體正面臨前所未有的挑戰。特別是國際新聞節目，因制播成本高、商業效益低，加上觀眾注意力分散，愈發邊緣化。在競爭激烈的媒體生態中，如何在維持新聞專業的同時，重新贏得觀眾信任，成為臺灣新聞機構亟需面對的課題。 本研究以臺灣A媒體的國際新聞節目為個案，結合實際觀察、節目內容分析與品牌策略歸納，探討其在資源受限、收視壓力下，如何透過品牌重塑提升節目辨識度與價值感。研究指出，品牌重塑的關鍵不只是外在形象的調整，而是對內容選題、傳播策略與節目語調的全面重構，透過強化敘事風格、優化平臺呈現、持續輸出具有公共關懷的國際議題，使節目在複雜媒體環境中保有專業與深度，並展現清晰的品牌識別與持續性定位。 面對未來，國際新聞的價值仍不可取代。隨著全球局勢劇烈變動、跨國議題頻繁湧現，國際新聞觀眾對真實、多元與具前瞻性的資訊需求將持續上升。若能掌握數位平臺趨勢，整合視覺表達、社群互動與議題連結，國際新聞不僅能走出低迷，更有機會在新時代中重新定位，為觀眾帶來更具廣度與深度的全球視角。本研究亦希望為未來電視新聞節目如何在專業與市場之間取得平衡，提供實際觀察、路徑分析與策略參考，作為後續研究與實務改革的基礎。

In the digital era, television news media in Taiwan is facing unprecedented challenges. International news programs have become increasingly marginalized due to high production costs, limited commercial returns, and fragmented audience attention. Within this competitive media environment, maintaining journalistic professionalism while regaining audience trust has become a pressing issue for news organizations. This study examines the case of Taiwan’s A Media international news program, combining field observation, content analysis, and strategic review to explore how the program, despite limited resources and ratings pressure, has pursued brand revitalization to enhance its distinctiveness and value. Findings reveal that effective brand revitalization extends beyond visual redesigns or slogans—it requires restructuring of content selection, communication strategies, and editorial tone. By strengthening its narrative approach, optimizing platform delivery, and addressing internationally relevant issues with public significance, the program sustains both professionalism and depth while building a coherent and durable brand identity. Looking ahead, the value of international news remains irreplaceable. As global developments intensify and transnational issues proliferate, international news audiences will increasingly seek accurate, diverse, and forward-looking reporting. Programs that embrace digital trends, visual storytelling, audience engagement, and global issue alignment will not only survive but reposition themselves to offer broader and deeper perspectives. This study aims to provide practical insights and strategic references for the future development of international news programming and serve as a foundation for further academic and industry advancement.