| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 96 === As the economy progresses, the audience in Taiwan requests much information related to the financial management and stock market investment. Professional financial TV stations emerge. This initial research aims to have researches on the competitive relations between two financial TV programs in the Taiwan cable TV market.
The USTV is the first financial TV station with the solid experiences, whiles the ETTVS has changed its position and enters the financial TV industry. This study selects the USTV’s 〝Gu Shi Xian Chang〞 and the latest ETTVS’s 〝Lao Xie Kan Shi Jie〞 as the research objects with the emphasis to compare their competitive relations. The purposes of this research are as follows: (1) to compare the differences between the titles of each program with the observation method which follows the principle and structure of content analysis; (2) to analyze these two programs with SWOT framework; (3) to analyze these two programs with the Competitive-Dynamics approach; (4) to use the average daily rating indexes (AGB Nielsen) and the interviews with two executives of these two financial TV programs to describe the relations between title texts and competitive strategies.
The research shows that: (1) The two TV programs are conspicucously different in the form, content, and style. The supply of financial informations and the analysis of the experts are free arranged in 〝Gu Shi Xian Chang.〞 The experts always remain neutral, fair, and objective to analyze the situation and the investing strategy in the stock market. However, the supply of financial informations and the interview with the notables are separated clearly in 〝Lao Xie Kan Shi Jie.〞 The host interprets the trendsw with his particular style and a macro view. (2) With regard to the competition between the two TV pragrams, each one lords it over a district. Both of them have the different target audiences, positions, strengths, weakness, oppurtunities, and threats. (3) Mentioning the dynamic competition, 〝Gu Shi Xian Chang〞 has been aware of the existence and threats of 〝Lao Xie Kan Shi Jie.〞 It wouldn’t like to change now because of its good performance. But it will adjust itself if a strong competitor shows up. 〝Lao Xie Kan Shi Jie〞 never takes 〝Gu Shi Xian Chang〞 as its competitor. But there are indeed some financial programs like 〝Gu Shi Xian Chang〞 in the ETTVS. And they truly would love to produce this kind of program to achieve the high TV rates as 〝Gu Shi Xian Chang〞 did.
The suggestion is that: Trying to research the financial TV program industry or to investigate the relations between the audiences and the financial TV programs with the audience view will be very interesting and worthful.
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