在傳統和數位之間擺盪：台灣公視的全媒體轉型

A Swing Between Traditional and Digital Paradigm: The digital transformation of Taiwan Public Television Service

While users are turning to the internet and mobile device, how the Public Broadcasting System starts their digital transformation responding to these user behavior changes has become an important issue in many countries. In 2017, Taiwan Public Television Service announced a digital transformation, establishing the Public Service Media Project Center and the ＂PTS Plus＂ online audio-visual platform. In 2018, the news department also established the P# News Laboratory and launched digital thematic curations from time to time. Why did PTS start these transformations? How does it transform? This research uses the theory of sense-making for strategic management, the dominant logic concept, the in-depth interview and the secondary data analysis to explore how the PTS managers recognize the meaning of digital transformation. This research also analyzes how PTS managers practice the concept of public service broadcasting through transformation, presenting the current omni-media transformation strategy and dominant logic of PTS. This research discusses the transformation dilemma, hoping the results will contribute to the future development of Taiwan's public service media.