跨國衛星電視在地合製紀實節目之政經分析—以Discovery頻道為例

Abstract

資本主義的全球化發展下，跨國企業對財務和經貿影響之外，跨國媒體對文化活動影響更是備受關注。跨國媒體在拓展全球媒體的市場，必須面對固有的文化以及早已存在的市場，與在地之間產生互動，採取適當的連結策略。對於跨國衛星電視頻道而言，採取在地化策略運用中之節目製作面向，「紀實娛樂」（nonfiction entertainment）頻道有別於其它境外頻道，即在地政府提供節目資金，並因在地政府單位引導介入與當地製作單位合作製作節目。

此類跨國合製為在地國家主動規劃的政策範圍，跨國衛星電視頻道與在地資本合作或衝突，形成「三合聯盟」（triple alliance）的架構，國家、跨國企業和當地資本互動關係主導了全球化發展的過程，其目標和利益不盡相同，導致一連串複雜的互動關係。

本研究關注Discovery頻道跨國合製歷程，由於此頻道在地化策略與政府專案合作在地產製內容的特殊性，是從政策、經濟與文化等不同面向與地方力量產生權力動態互動，地方參與者包括了行政院新聞局以及台灣製作公司。因此本研究以三合聯盟架構為基礎，以傳播政治經濟學及政策研究作為研究取向，探討跨國合製脈絡中的全球與在地之三方行動者—Discovery頻道、行政院新聞局與台灣製作單位之間於跨國合製歷程各個階段，包括政策制定、設計架構以及節目產製過程中，所產生的行動與影響。

研究發現三方行動者之階段互動，在地政府於政策制定過程、簽約階段以及根據採購法之進度付款流程與Discovery互動，在跨國合製節目產製於節目方向與Discovery頻道討論，以及徵選案對台灣製作團隊申請資格設定之外，基本上對於節目內容不干涉，也不參與Discovery頻道與在地製作團隊於節目產製之過程。在地政府與台灣製作單位互動於政策考量，一開始徵選的提案說明會，要求當地製作單位配合宣傳活動以及結案後研討會三方共同檢討合製案之執行。在節目產製過程為Discovery頻道與在地製作單位之互動，Discovery頻道為監督之角色，全盤控管台灣製作單位預算、拍攝進度，並在節目製作的各階段，介入進行討論，直到最後文本呈現。

三方關係形成，跨國衛星頻道於跨國合製模式裡相對強勢。連結全球化下結構不平衡，台灣政府所處全球政治環境，以及台灣資本相較跨國頻道挾帶優勢資源，無論是在地政府或是在地資本，皆處於相對弱勢。最後，就台灣政府對此跨國模式之檢討，為單一政策成效指標認定，合約簽定利益保護以及作為促進在地資本產業發展之角色尚有進步空間。With development of capitalism globalization, in addition to the influence on finance and trade of the international corporation, transnational media influence on culture activities are more concerned. When transnational media expands its global market, it must face inherent culture and existing market, and how to interact with the locals by taking appropriate linking strategies. As for international satellite TV channels, " nonfiction entertainment" channels differs from other foreign channels by using localization strategy in the program production, which are subsidized by the local government and the local production companies to cooperate with nonfiction entertainment channels.

This study focuses on Discovery Channel international co-production process since Discovery’s localization strategy and the characteristic to cooperate with local government and local companies, which result from different aspect of policy, economy and culture. Therefore this research regards triple alliance's structure as the foundation, and political economy and policy research as research orientation, discussing international co-production of global and local tripartite actors- the Discovery Channel, Government Information Office and Taiwan’s production company, whose action and influence on all stages of the process, including policy formulation, design frame and program production process.

The study observes the interaction of these three actors, such as how local government interacts with Discovery Channel on contract signing, and on the payment process based on procurement law; however, program content and the program production process of Discovery channel and local media companies are not involved by Taiwan government. The interaction between local Government and Taiwan production companies starts in the proposal presentation and government policy is also taken into consideration .Moreover, Taiwan government makes sure local producers would join promotion activities as well as the discussion after the project closes to review the project execution. Discovery plays the role as the supervisor to monitor the budget, the progress, and get involved in every discussion until the program is fully produced.

In the formation of tripartite relationship, transnational satellite channel is relatively dominant. Under globalization imbalance, the situation where Taiwan government stands and international media company’s abundant resource, either the local government or the local companies are both situated in a weak position. After the review on this transnational co-production mode, a single policy effectiveness indicator, interest protection on contracts and as the role to promote the development of local media industry, Taiwan government still needs to make progress.