從跨組織模仿探析台灣廣播電台對數位化趨勢之因應

Examining Radio Stations' Approaches to DAB Era in Taiwan: From the perspectives of interorganizational imitation decision

面對「挑戰2008」的數位台灣目標，已參與試播的電台業者目前參與試播的成效如何？未加入試播DAB的電台業者對廣播進入數位紀元的看法與準備又是如何？國內廣播電台如何因應今後的變革與消長？本研究從跨組織模仿策略探討國內廣播電台因應數位化發展的變革，分別以問卷調查法蒐集各類型電台有關電台運作變革或跨組織模仿策略；並採深度訪談法訪問國內具代表性的大功率、中功率、小功率電台主管、及參與數位廣播試播的媒體產業代表、相關政府機構代表，研究問題計有：1.國內廣播電台對推動DAB開播的準備與期待為何？2.從跨組織模仿角度分析國內電台如何因應數位廣播的發展方向？結果發現，國內電台在面臨數位紀元的推動，電台運作已出現組織同形的機制。未參與數位廣播試播電台，其本身電台的節目自製比例與營運方式，也影響其追逐數位變革的腳步。

Facing the vision of the「e-Taiwan」project, what are these experiences for radio stations who have joined the DAB testing plan? What are these preparations for other radio stations that did not join the DAB testing plan? How would radio stations in Taiwan face the innovation of DAB? From the perspective of interorganizational imitation decision, this research examined how radio stations come to adopt imitation decisions to approach to DAB industry. Based on the quantitative questionnaire survey on radio stations and the qualitative in-depth interview with radio industry station managers, and public administrators, the research questions include: 1. What are the expectations and preparations for radio stations to approach to DAB era in Taiwan? 2. From the perspective of interorganization imitation, how radio stations adopt imitation decisions to face the trend of digital era? According to the results, there exists an organizational isomorphism among radio stations in Taiwan. The adoption of an imitation decision by those stations who did not join DAB testing plan is importantly determined by joint networks, and change of programs.