地面無線電視台影音片庫創新 管理研究—以台視影音片庫為例

Abstract

1993年8月11日行政院新聞局發布「有線電視法」規範運作開始，國內外衛星電視頻道快速增加，藉由有線電視傳輸系統進入家庭，加以廣電法給予有線電視系統業者，無償必載(Must Carry)地面無線電視台主頻道節目的權利，使得無線電視台喪失了閱聽眾「收視習慣」的競爭優勢。廣告市場被眾多電視頻道分食的結果，造成無線電視台由盈轉虧的經營困境，這是無線電視台所面臨的第一波的衝擊。而今資通訊技術的不斷的創新，數位寬頻、影音傳輸與影音資料壓縮技術快速發展，已使得三網合一(Trible Play)、數位匯流(Digital Convergence)的環境已然成形，此亦即說明擁有大資料量之影音訊號，已可藉由電腦網路進行傳播與廣播。智慧型電視、聯網電視等創新服務，使得無線電視台逐步失去了無線電視稀有頻譜資源的優勢，這是無線電視台所面臨的另一波重大的衝擊。 本研究使用參與觀察法與深度訪談法進行資料蒐集，總共訪問了五位目前擔任片庫管理與發展規劃相關的台視員工，以瞭解台視影音內容生產與管理流程、台視影音片庫數位化概況與數位化所面臨問題；同時，也探討台視影音片庫發展限制與經營問題，及面對數位匯流環境挑戰，影音片庫有何創新因應策略。 本研究從「創新管理」之理論為依據，以典藏豐富之「台視影音片庫」創新策略為個案研究目標，希冀為國內地面無線電視台影音資產之企業價值，尋求突破發展瓶頸之道。

On August 11,1993,the Government Information Office issued the 'Cable Act' regulation that leaded domestic and international satellite TV channels which increased rapidly, and therefore, the cable television transmission system became popular. Terrestrial TV lost audiences by the Broadcasting Act offering the free right of Must Carry to cable system operators. Advertising profits are divided by many television channels, causing financial difficulties and became the first impact of Terrestrial TV. Nowadays within an incessant innovation, digital broadband, video transmission, and the rapid development of audio and video data compression technologies have led to triple-play and formed a digital convergence environment. It means a large amount of video data signals, passing and broadcasting through computer networks. Smart TV, Internet TV, and other innovation services cause Terrestrial TV stations lose the advantage of scarce spectrum resources gradually. This brings TV stations another significant impact. By observing participants and interviewing, this study collects data from five employees from the department of management and development planning of Taiwan Television Enterprise (TTV) to comprehend the audio and video content production, management procedure, video film library digital profiles, and problems from digitalization. Meanwhile, we explore the limitations and operational problems of video film libraries, face and discover the tactics and strategies that innovative video film libraries to adopt and overcome the crisis brought by the digital convergence environment. This study uses 'Innovation Management' theory as the targeting innovative strategies. The goal of this study is to overcome the existing difficulties, and contributes to the industry both audio and video of domestic terrestrial TV stations.