多頻道環境下的電視節目多樣性分析：以台灣無線電視台與有線電視綜合頻道為例之比較分析

Diversity in Television Programming: Comparative Analysis of Taiwan TV Channels

本研究基於媒介多元的觀點，試圖以媒介作為一個公共領域的角色加以檢視，整合頻道競爭與節目多樣化的關聯，以及節目品質研究中對節目類型多樣性的比較評估，來探討與比較台灣九家電視綜合頻道在供給面的節目多樣狀況，以及新電台加入的競爭因素對節目多樣性所造成的改變。所謂的節目多樣性，主要是以各電視頻道播出的節目類型與時段分佈作為觀察對象，分析電視節目的垂直多樣性與水平多樣性，以具體的經驗性資料評估台灣電視節目在多頻道環境下的節目表現，是否能在競爭中促進整體節目的多樣性，為閱聽人提供更多元的節目，並且在任何特定時段擁有不同的節目選擇，並較過去更能服務不同階層、少數族群或次文化團體的需求，以此歸納出各電視台在競爭環境下的演變趨勢。

Diversity is essential to quality of TV programs in broadcasting. Under the changing environment of Taiwan TV market, it is a good opportunity to examine the programming diversity of different TV channels when faced with fierce market competition. This paper reviews the related literature of diversity, tried to operationalize the abstract concept and to develop the measuring method to guide the assessment of programming diversity. Nine years of programming data from nine TV channels in Taiwan were collected for data analysis. The programming diversity was measured by the variety of the program types (vertical programming diversity) and the options of the program scheduling (horizontal programming diversity). The purpose is to provide a systematic data to show the amount of program diversity available and the diversity principle implemented under current Taiwan TV industry.