傳統廣播電台進入網際網路廣播的外溢效果與挑戰──以台灣廣播電台發展網際網路廣播為例

Challenges and Effects of Internet Radio Stations--Taking Taiwan as an example

網際網路已成為第五大媒體市場，台灣廣播電台業者自民國84年起即陸續在網際網路上設置網站，本研究就國內七家大中功率電台深度訪談的內容，進行資料的分析整理，分別就傳統電台進入網路廣播的效益與發展、傳統電台既有資訊在進入網路廣播時的優勢、傳統電台組織與資訊製造流程對於進入網路廣播的影響、傳統電台進入網路廣播時新技術取得與學習的策略、以及傳統電台進入網路廣播後所產生的跨區域傳播效果，建構相關的命題，並針對傳統電台業者在網際網路新媒體市場未來的發展方向，以及值得後續研究者進一步探討的議題，提出我們的一些看法與建議。

The Internet have become the Top 5 in the communication medium market. The radio dealers in Taiwan constructed sites on the web continuously from 1995. The contents of which seven greater radio stations in Taiwan were paid visits to analysis and marshal in order to establish correlative propositions regarding the benefit and development of entering Internet, the advantages of using inherent information within the radio station, the effects of organization and production procedure of information, the acquirement of new technology and learning strategy of the conventional radio stations entering 'web-to-radio', and the result of cross-boundary communication after entering 'web-to-radio'. Finally, we provide some opinions and suggestions concerning the radio dealers' path to the development of Internet - a new medium market - in the future and the follow-up issues worthy of being researched.