非集中式節目供應模式對策略聯播廣播網的在地化服務之影響－－一個個案分析

The Impacts of A Decentralized Program Supply Model on Localized Service of Radio Strategic Alliances: A Case Study

自從1993年廣播頻道開放後，空中市場劇烈的改變與競爭，為了爭取更大的生存空間，廣播電台之間的策略聯盟就成為有效的解套方法。然而透過策略聯盟雖然可以獲取更多的節目或經營方面上的資源與協助，但是卻相對減少在地化服務，有違廣播頻道開放政策對在地化、多元化的初衷。而城市廣播網運用網路科技發展出來的非集中式節目供應模式，打破節目由單一特定電台提供給其他聯盟台的作法，並增加在地化服務。本研究透過半結構式訪談與文獻分析法來了解城市廣播網在這方面的規畫與運作，本次研究發現科技創新與節目單安排是關鍵因素，並分析其對在地服務的影響。

The policy of radio channels release, which was initiated in 1993, has drastically changed the radio market in Taiwan. In order to sustain, radio stations develop the strategic alliance as an effective solution. This approach creates more resource and assistance in terms of program development and management of radio, but it also makes localized service relatively less. The balance between market expansion for survival and localization for diversity seems being violated. Gold FM Network develops a decentralized program supply model based on Internet technology, which is different from the traditional one-to-many model of program supply approach. This new approach can enhance localized service of radio stations. This study focuses on the case of GOLD FM Network to investigate how this technology impacts their service. The findings indicate that technology innovation and program log checking are the critical factors. In addition, the impacts of this model on localized service of radio are examined.