公共電視新聞性節目編排策略之研究──節目類型與收視率研究結構之觀點

The Research of the News Program Scheduling of PTS in Taiwan-- Vuewpoint of the Program Pattern and TV Ratings

公共電視的建台精神，明顯與商業電視有別。不過台灣公共電視從籌設、政策立法至播出，可謂走的倍至難辛。去年七月開播之時，其所面對之電視環境早已非籌設之初的另類選擇宗旨。簡言之，公共電視目前面臨著多頻道多樣節目與之競逐的收視環境。誠然公共電視可視為國家電視文化精緻度之櫥窗，惟在整體電視製作與人才皆未臻成熟之際，現階段台灣「公視」如何面臨節目編排與符合小眾需求之立台精神，尤為甫開播之「公視」當務之急。整體而言，美國公共電視雖然亦需面對多頻道環境之競爭，但其節目編排原則大致還是相當清楚的。基本上有四項原則方向，一是根據「公共電視」的定位精神來規劃節目性質與類型；二是根據「觀眾收視研究」資料結果印證與修正節目在目標觀眾中的收視偏好情形；三是採取與其他電視台的「迴避編排法」，較少與同質節目相競爭；四是規劃年度招牌節目（年度大戲）以及策劃受觀眾喜歡的「重點節目」等。本研究依據節目類型與收視率結構分析來描繪多頻道之電視節目競爭環境，研究發現，針對「公視」（新聞部）現階段節目編排策略而言，美國公共電視的作法，的確有「公視」可茲借鏡之處。特別是「公視」應該以「招牌」節目來牽引觀眾對其頻道的慣性收視，並可以擺脫多頻道時段與節目類型結構之迷思，代以更宏觀的「迴避編排」策略，落實經營「小眾」收視群的建台初衷。

It took a long winding road for Taiwan PTS to finally broadcast in July 1998, but the multichannel television environment was no longer the same as it was supposed to meet. Though PTS is the window of the delicated national TV culture, PTS should emphasize the program scheduling and the needs of the demassified public at the beginning. The PTS in the States has to meet with the competition from the TV environment as wll, but their programming direction is quite clear. They first plan the program styles according to the spirit of PTS. Then, they confirm and adjust the program after reading the report of TV audience composition among certain audience group. They also counter program like other TV stations do and not to compete with the same type of TV program. US PTS makes plan for the show of the year and the most popular lead-off programming as the last strategy. We find that what US PTS has done to their program can also be adopted to Taiwan PTS in some way so that Taiwan PTS can improve the TV ratings in such keen multi TV competition. Especially Taiwan PTS can get the channel loyalty of the audience by their own best sellers and counter program to better serve the demassified as their goal.