振盪下公共廣電制度的定位與競爭策略

The Roles and Competitive Strategies of Public Service Broadcasting in a Changing Environment

國內近年為是否應設置公共電視已進行了相當常時間的辯論，贊成者是希望在三家電視台的粗俗節目外找到另一塊淨土，提昇國內民眾收視的水準；反對者則認為拿大筆民眾的納稅錢，製作出供少數欣賞的節目，頗不划算，這種辯論的焦點：公共廣電，也已存在世界上有六十年的時光，經過逾半世紀的嚐試，歐洲這以公共電視系統為主軸的地區，已於八○年代漸漸脫離原來傳統公共廣電制度，走向自由化與商業化；規範遊戲規則的許多法規已在崩潰當中。歐洲的例子頗值得深究，本文則欲探討新傳播科技興起後，公共廣電制度的存與廢，對瞭解國內電視生態的人來說，他山之石可以攻錯，或可從歐洲公共電視制度的變遷來看我國公共電視的問題。本文所指的公共廣播電視服務(Public Broadcasting Service)；也有不少人稱之為Public Service Broadcasting(PBS)，文中PBS與PSB的意含相同，雖大部份是意指公共電視，但也包括了廣播。

This paper examines the public broadcasting systems in Europe and the United States of America. Especially, the decline of the monopolistic arrangements of public broadcasting systems in Europe are discussed. The mission, the legacy and the value of PSB which made European so proud will be mentioned and the problems faced by PSB in the eighties will be discussed. How PSB react to new challenges? How PSB in Europe and the USA differ in their competitive strategies, such as finance, programmes and personnel, etc.? This paper will also introduce the readers to familiarize the criticism of PSB by scholars.