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標題: | 因應影音串流平台時代:本國自製節目比例之革新 Facing the Era of Video Streaming Platforms: How Locally Produced Programs Adapt |
作者: | Chung-An Lee 李崇安 |
指導教授: | 張文貞(Wen-Chen Chang) |
關鍵字: | 本國文化,本國自製節目比例制度,影音串流平台,推薦系統,管制理論, local culture,locally produced programs,Video Streaming Platform,Recommendation System,regulatory theory, |
出版年 : | 2021 |
學位: | 碩士 |
摘要: | 電視媒體具有高度的影響力,因此國家經常課予電視媒體推廣本國文化的義務,具體做法為要求電視公司製播一定比例的本國節目。近年來,由於影音串流平台的普及度、影響力已與電視媒體並駕齊驅,是否、如何在影音串流平台上實踐本國自製節目比例制度遂引起相關業者以及主管機關的討論。影音串流平台為新興的影視服務型態,並擁有與傳統電視媒體不同的運作模式,如何在鼓勵創新與政策目的間取得平衡是一重要的議題。 基此,本文選擇從比較研究的角度切入。具體的研究方法上,本文先爬梳並歸納美國、加拿大、歐盟以及韓國等四國對於影音串流平台的管制態度,分別為「閱聽人觀點」與「技術觀點」。前者,認為影音串流平台在觀看體驗上與電視並無二致,故採取拉齊管制的思維。後者則側重於影音串流平台在服務型態、運作模式(推薦系統, Recommendation System)上與傳統電視的差別,而以低度管制因應。進一步,在本國自製節目比例制度的實踐上,採取閱聽人觀點的歐盟確實較為積極,要求影音串流平台的目錄(catalogue)中必須要有30%的歐洲內容。而傳統上相當重視本國文化保護的加拿大則採技術觀點,僅要求業者投資本地的創作。透過上開研究,本文認為歐盟以介入影音串流平台的推薦系統作為推廣歐洲內容的手段,精確因應了媒體科技的改變,可供借鏡。而加拿大則展現在管制手段的靈活運用,在政策選擇上亦值得參考。 除此之外,本文並嘗試研究影音串流平台所使用的推薦系統的原理。結合前開研究成果,本文發現介入推薦系統是一個可行、有效的路徑,確實能提高本國自製節目在平台上的曝光度,但過高的要求可能會減損推薦系統的精確度,造成閱聽人體驗不佳。因此本文認為,在要求影音串流平台透過修改推薦系統推廣本國文化時,應考量比例對閱聽人體驗的衝擊,即是否會過度扭曲推薦結果。於制定比例時,可先採相對低的比例,後再參酌本國自製節目點擊率等資訊決定是否漸進式的提高。 Under the regulations of related Television laws of Taiwan, the television corporations are legally obligated to promote local culture. To be specific, the television corporations are obligated to broadcast a certain ratio of locally produced programs. Nowadays, the service of Video Streaming Platform (VSP) is highly demanded by the audience. The university of VSP prompts a consideration of requiring VSP to broadcast the local content. However, as a new type of video service, the VSP has different operational logics compared with the traditional TV. Therefore, how to strike a balance between encouraging innovation and promoting local culture is an important issue. This thesis addresses the issue with the approach of comparative law research. To begin with, this thesis argues that the regulatory attitude towards to VSP can be divided into what I term “the perspective of audience” and “the perspective of technic” by analyzing the regulations of VSP of the United States, European Union (EU), Canada and South Korea. On the one hand, I argue that “the perspective of audience” focuses on the audience’s viewing experience and I recognize the VSP is nearly the same as TV--in this sense, the content of VSP should also be regulated to the similar extent as the content of TV. On the other hand, I argue that “the perspective of technic” demonstrates VSP as different from traditional TV in service mode and operation mode (Recommendation System), so VSP should be regulated on the limited basis. Furthermore, this thesis observes that there are numerous ways for countries to promote locally produced programs in the era of VSP. EU takes on “the perspective of audience” and requires that the displaying catalogue of VSP should be presented at least 30% European content. Canada used to emphasize the reservation of its local culture, it adopts “the perspective of technic” and it requires the managers of VSP to invest in local content. Provided with the above mentioned researches, this thesis argues that EU promotes local content by intervening the recommendation system of VSP, while Canada demonstrates the flexible use of regulatory methods. Finally, this thesis focuses on the recommendation system applied in the VSP. Combined with the aforementioned researches, this thesis observes the intervention of recommendation system can improve the exposure of locally produced programs on the platforms. However, excessive requirements of espousing of locally produced programs may reduce the accuracy of the recommendation system and thereby lead to failure of expectation of recommended result. Therefore, this thesis suggests that the regulatory agency should consider the impact on the accuracy of the recommendation system, the audience’s viewing experience and modify the recommendation system according to such viewing experience. When determining the exposure of locally produced programs, the regulatory agency should adopt a relatively low proportion of such exposure, and then consider the statistic information--such as the click through rate(CTR) of locally produced programs to decide whether it is feasible to increase the exposure of local content. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73227 |
DOI: | 10.6342/NTU202004426 |
全文授權: | 有償授權 |
顯示於系所單位: | 法律學系 |
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