我國公視節目規劃策略之探討

Examining the programming strategies of Taiwan's Public Television Service

Since the 1980s public service broadcasters globally have been experiencing ever stronger challenges from the commercial broadcasting sector. In order to adapt to the fast-changing competitive environment public service broadcasters mostly adopt convergence strategies in their programing, even though this action has been criticized as moving away from their founding mission statements, the principle of public service. The results of this research show that although Taiwan's Public Television Service (PTS) was established in a different context compared to other countries it cannot avoid following the trending strategy of programming convergence with that of its commercial counterparts. During the seventeen years since its establishment the scheduling ratio of variety and drama programs is increasing yearly and those programs constitute a considerable proportion of its overall broadcast. In addition, content analysis of PTS's annual reports over the years indicates that though the senior management may not openly voice the role of the ratings in the consideration of its programing strategies, its importance seems to be a rising trend. The conclusion of this study suggests that faced with the similar programing convergence phenomenon as in other countries the PTS should be provided with sufficient operational funding in order to fulfill its mission statement and be ready for the advent of the new public service media era.