電視營銷體制之評估研究──以無線電視間接經營為例探討其利弊

An Evaluation of Television Management and Marketing: Network TV as an Example of Indirect Management in Taiwan

長期以來，直接經營與間接經營一直是國內電視營銷其節目與廣告的兩種主要方式。本研究所謂直接經營乃指電視台之廣告與節目，皆由電視台資金與內部人員自行經營的方式；至於間接經營，乃電視台將廣告、節目與時段交由廣告公司或傳播公司經營的方式。在過去國內電視媒介寡斷的時代，電視節目與廣告營銷體制的抉擇往往來自於賣方市場。因此，基於節省人力又能確保固定利潤的因素下，過去三家無線電視台將節目時段交給廣告公司的間接經營方式，早已成為電視台經營者的最愛。然而，隨著衛星及有線電視新電子媒介管道的加入、著作權意識的高漲以及多元化電視市場的形成，電視媒介營銷體制中的主導權，已逐漸轉由買方市場，亦即，由觀眾的收視以及創作者的思考所掌握，此一現象也使得電視營銷管道的選擇有了更大的空間。本文撰寫之目的乃試圖在國內衛星、有線等多頻道電視媒介以及第四家無線電視台管道介入商業電視市場的同時，將電視時段營銷體制所可能產生的變革及市場的競爭，給予多角度的分析。其中所要討論的主要項目包括：(1)國內電視市場營銷體制的發展背景(2)產業的變動對電視營銷體制的影響(3)未來電視營銷體制的展望。本項評估性研究，將以務實的角度探討國內電視市場的生態發展，預期應可對現行國內商業電視時段營銷體制的背景與發展，給予概括性的呈現。並期望藉此一研究過程，深入將商業電視決策的內涵及外張意義有一更合理的詮釋。基於此項目的，研究者將以國內電視台之時段營銷過程為前提，特別是以節目製作與廣告業務的經營方式為例，對國內電視現行的商業營銷體制做較完整的分析。本項市場評估性研究將參考各種文獻資料，並綜合學者及專家對國內商業電視的發展，提出具體的評估；另則，以訪談方式取得現有商業電視媒介經營者，對多種新媒介加入商業電視營運市場後的自我調適及對策，更進一步評估國內未來商業電視營銷體制的展望。

The programming and advertising on television have been long and highly dependent on the strategies of direct and indirect management in Taiwan. In this research, direct management is defined as that the programming and advertising are sponsored and managed by the TV station personnels. Indirect management is that the external broadcasting organizations are responsible for specific periods of time of advertising or programming. In the past, especially at the time of oligarchy in broadcasting, the programming and advertising are dominated by the sponsors. As a result, in terms of human resources and sponsorship, indirect management is the main strategy for the three television broadcasting companies in Taiwan. However, because of the increasing number of cable TV and satellite TV companies, the rising consciousness of protection of copy right, and increasing diversity of marketing of television, the domination of sponsorship in the process of advertising and programming has been highly influenced by the buyers or the audience. In other words, the opinions of the audience and the programmers have played an important role. As a result, nowadays, the strategies of management of programming and advertising have become diverse in Taiwan. The main purpose of this research is to identify what the changes of television management and marketing are after cable television companies appears as strong competitors to each other. This research first examines the background of the management and marketing of television in Taiwan. This research also examines the influences of transformation of industries on television management and marketing. Finally, this research predicts the future of television management and marketing in Taiwan.