新媒體興起影響電視製作與營運方式之研究 —以料理節目『美食鳳味』經營模式為例

Abstract

本研究是以一個播出了18年的美食節目為個案觀察對象，透過研究因大環境改變，節目商業經營模式也歷經多次改變的案例，來探索傳統電視節目未來要如何因應新媒體市場興起的挑戰，找出新的內容與商業經營模式。 本研究採個案研究法，因研究者本身實際參與個案組織12年，主要研究方式為『參與研究法』，透過觀察、訪談、分析個案所處之環境現狀與商業模式，來探討未來電視節目商業營運模式之創新要素與未來發展方向。 根據本研究分析，將未來媒體與銷售的環境趨勢歸為四點：（1.）廣告收入被少數平台佔據，新舊媒體未來都無法單靠內容獲利，短期內無法擺脫靠商品銷售獲利的模式（2.）電視等大眾媒體的優勢是『品牌』新媒體傳統媒體可能走向整合（3.）回到銷售『口碑』才是『零售』可以做得更長久的關鍵 最後將研究結果提供節目製作公司、電視節目專業人士作為參考，並提出幾點具體的建議：（1.）多平台發展:來自電視台的支持有可能會變得越來越少，建議製作公司不要過度倚賴電視台，應該多面向發展，保持在各種媒體間流動游走的彈性（2.）節目製作採內容與銷售並重的製作模式: 電視節目還是需要倚靠商品銷售利潤支撐，短期內看不見轉變的可能，未來內容與銷售並重的製作模式會是主流趨勢。（3.）節目製作團隊必須具備多面向工作能力：節目製作與銷售在節目中同時完成，建議節目製作單位要轉型成具有市場調查、影片製作、產品選擇、銷售技巧、售後問題處理等等多面向能力的製作團隊。

This study is mainly a case study of a gourmet program broadcasted for 18 years. Through the study of the transforms in the business model of this food program due to media environment change, exploring how the traditional TV program will be in response to the challenge of the rise of the new media market, and finding out new program contents and new business models.

This study applies the case study method. Because the researcher actually participated in this case for 12 years, the main research method is “participation research method”. Through observing, interviewing and analyzing the environmental status and business model of the case, exploring the innovative elements of the business operation model and the direction of development of the future TV program.

According to the analysis of this study, the environmental trends of future media and sales are classified into three modes: (1.) Advertising revenue is occupied by a small number of platforms. New and old media cannot profit from contents alone in the future, and cannot profit from selling goods in the short term. (2.) The advantage of mass media such as TV program is "brand", new media and traditional media may be integrated (3.) Returning to sales, "word of mouth" is the key to make "retail" getting longer Finally, this research results will be provided as a reference for program production companies and TV program professionals, and some specific suggestions are put forward: (1.) Multi-platform development: Supports from TV stations may become less and less, suggesting that the production company should not rely on TV stations too much, should be more development-oriented, and maintain the flexibility of mobility between various media. (2.) Production mode of contents and sales: TV programs still need to rely on commodity sales profit support, and they cannot see the change in the short term, possibly. The production mode with both contents and sales in the future will be the mainstream trend. (3.) The program production team must have multiple job-oriented capabilities: program production and sales are completed simultaneously in the program. It is recommended that the program production unit should be transformed into a market survey, film production, product selection, sales skills, after-sales problem processing and multi-faceted production team.