電視節目品質與時段分配之研究

The Study of TV Program Quality and Scheduling Strategies

國內電視節目品質與播出時段常遭社會學者和傳播學者撻伐。這種現象反映出兩個極需探討的問題：第一是對〝好節目〞的認定，第二是節目時段的安排。本研究即針對這兩個主題做進一步的探討與規劃。現行電視節目的內容範圍甚廣，本研究囿於時間、經費的限制，只針對新聞、戲劇、綜藝、社教及兒童等五類節目，進行分析；並採用文獻蒐集、專家訪談、問卷調查及節目表分析等四種研究方法，以規劃出電視節目時段安排的適當組合與好節目的認定標準。本研究融合觀眾及專家的意見，發現好節目具有三個特性：主題內容多元性、適宜性及製作嚴謹。不過，不同類型節目在其特殊性的需求下有不同的標準，因此本研究亦個別歸納出五種不同節目類型的理想標準。在時段方面，電視台係以滿足廣告壓力、收視率、適宜性，及參考友台節目安排等四個因素為排檔原則。由訪談及調查結果得知，專家多半不滿意現有節目時段的安排，反而觀眾表現出較為滿意的態度。本研究建議電視台安排節目時段應考慮採取適宜性、多元性、平衡性及保護性等四個原則。同時基於對觀眾的服務與尊重，本研究在整體時段規劃上，提出具有理想性及可行性的節目時段組合，以期能創造出理想的收視環境，讓觀眾更容易接近媒介。

The program quality and the scheduling strategy of the three TV stations in Taiwan are often attacked by media critics and communications scholars. These phenomena reflect two issues which need to be explored: the definition of a good program and how to schedule programs. Through interviews with experts and questionnaires answered by viewers, this research is intended to explain how experts and viewers define 'good' programs. It also explores scheduling of current programs, and suggests suitable combinations of programs and appropriate standards for 'good' programs. In this research, current TV programs are classified into news, drama series, variety shows, social education, and children's programs. The methodologies include literature review, in-depth interviews, phone surveys, and content analysis (of the program schedules). From this research, we find that there are three characteristics of a good program: the diversity of themes and content, appropriateness for the audience, and professionalism of the poduction. Nevertheless, different types of programs have different standards; therefore, we suggest varying stadards for the five different types of programs. As for scheduling, TV stations arrange their programs by considering ratings, commercial time, audience viewing hours, and the schedules of other stations. By analyzing the special characteristics of different program types, we also suggest five modes for scheduling. After consulting experts and viewers, we suggest that scheduling must consider audience viewing habits, choices of schedules, balance, and protecting younger viewers, in order to meet audience needs. Also in consideration of audience interest, we include in this paper suggestions for program scheduling, with the hope of making TV more convenient for the viewers.