| Summary: | 碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 91 === A Case Study About the Local Radio Station Management
Illustration — Chuang Hsin Radio Station, Taiwan Broadcasting Company
Abstract
This thesis exploits Chuang Hsin Radio Station of Taiwan Broadcasting Company as an illustrated model. Feedbacks from extended interviews as well as analysis toward Chuang Hsin Station operating structure, program planning/arrangement, commercial/selling business and personnel trainings are employed in the thesis. Through market surveys, Chuang Hsin Radio Station recognizes needs and wants from the general public and thus further inspects and confirms its broadcasted programs well satisfy the taste of listeners. Based on the same approach (market surveys), Chuang Hsin Radio Station attracts business and maintains steady business growth by carefully carving its public image as well as implementation of e-commerce.
Cable TV, recent growth of wide band Internet services contributed by communication technology and the event, great numbers of channels (bands) released to public by the Government Information Office and Ministry of Transportation and Commerce, in the year of 2003, are all in means of impacts to Chuang Hsin Radio Station. More than two hundred legal radio stations are currently operating in Taiwan. Researches points out that Chuang Hsin Station, however, is able to contain committed customers while facing great competitions in the market. It is made possible because of contributions of the program style, program hosts and the sales representatives at Chuang Hsin.
Based on the following topics, origination of formatted radio stations, theory recognition and development, maturing process of local radio stations, policy and functionality of multi-cultural broadcasting, obstacles of local broadcasting development, this thesis intends to present well formatted document that cover variety of detailed topics. Following the development of Internet broadcasting and maturity of digitalized broadcast - DAB, multi-media has come to a new era.
Because of changes in broadcast environment, privately owned (commercial oriented) ratio stations have become the majority. Since these ratio stations are locally managed, specialized and localized radio programs have been well populated to replace the old fashion radio programs that were very indiscriminate to target all audiences nation wide. Currently the trend of radio programs is guided by the follows: variety, localization and differentiation. The appearance of format radio stations has forced the old fashion rations stations (that populated very general and indiscriminate programs) to change its program styles. Live shows and call-in radio programs have become popular for allied broadcasting stations.
Chuang Hsin Radio Station of Taiwan Broadcasting Company serves variant flavors to groups of audiences by recognizing and distinguishing them by different ages, occupations and emphasizing unique interests of each group of audiences. Chuang Hsin Radio Station also directly participate local activities and community services. Through this research project of Chuang Hsin Radio Station, covering programming style/category, marketing strategy, commercial/selling, presentation of local cultural involvement and interactions with local audiences, it discovers and discusses how radio stations are run locally with specialized marketing strategy and theory. The difficulties on management for local radio stations are also included as part of this thesis that intends to enrich and fulfill the need of documented information detailing local management of radio stations and the related topics
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