廣播電台未來發展之探討- 從閱聽者與經營者角度來分析

Abstract

本研究主要探討台灣廣播產業面對數位媒體的快速發展及社群媒體的興起下，如何挖掘出新的發展機會。因此，本研究首先透過找出近年來廣播聽眾之媒體使用習慣可能存在哪些改變，再通過對聽眾C2B（Consumer to Business）的需求與廣播現行業者B2C（Business to Consumer）的供給面進行交叉分析，識別二者之間的落差，進而找出最佳改善策略來調整商業模式。研究方法採用質性研究，包括文獻回顧與深度訪談，研究問題以「使用者與滿足理論」為設計架構，訪談對象旨在深入了解廣播從業人員與聽眾的看法。設定訪談對象為廣播忠實聽眾、未收聽廣播者、產業專業人士進行質性研究訪談，深入剖析聽眾的需求端與廣播業者的供給端二者是否有差異。研究發現廣播產業正處於一個轉折點，除了要符合「使用者與滿足理論」需求端的變化，更應該結合科技技術上的應用，引入先進的數位技術，如人工智能和大數據分析，來增強節目內容的個性化和精準度，讓廣播的供給端能和需求端更貼近。本研究同時針對廣播業的數位轉型提出具體建議，最終，本研究期望為台灣廣播產業的持續發展提供策略性的見解與操作上的指導，特別是在面對數位媒體與全球化挑戰的當下。

This study primarily explores how Taiwan's broadcasting industry can uncover new development opportunities amidst the rapid development of digital media and the rise of social media. Therefore, this research first identifies potential changes in the media usage habits of radio listeners in recent years. Subsequently, it cross-analyzes the Consumer to Business (C2B) demands of listeners with the Business to Consumer (B2C) supply of current broadcasters to identify the gaps between the two. The goal is to determine the best improvementstrategies to adjust the business model.The research employs qualitative methods, including literature review and in-depth interviews. The research questions are designed using the"Uses and Gratifications Theory" framework. The interview targets are aimed at gaining an in-depth understanding of the perspectives of broadcasting professionals and listeners. The interview subjects include loyal radio listeners, non-radio listeners, and industry professionals, aiming to deeply analyze whether there are differences between the demand side of listeners and the supply side of broadcasters. The study finds that the broadcasting industry is at a turning point. Besides meeting thechanging demands based on the"Uses and Gratifications Theory," it should also incorporate technological applications, introducing advanced digital technologies such as artificial intelligence and big data analytics. This will enhance the personalization and accuracy of program content, bringing the supply side of broadcasting closer to the demand side. This study also provides specific recommendations for the digital transformation of the broadcasting industry. Ultimately, it aims to offer strategic insights and operationalguidance for the sustainable development of Taiwan's broadcasting industry, especially in the face of digital media and globalization challenges.