從新媒體融合探討數位廣播營利模式-以寶島新聲數位廣播電台為例

• Main Authors: Cheng, Meihua, 程美華
• Other Authors: 李仁芳
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/24172893039457400472

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === The 21st century is the digital age, the internet, the digital television, the electronic publication, traditional media is going digital. The “chips” changed out live. Under the digital convergence , the communication, the information, the broadcast have been converged. The DAB/DMB is based on the digital technology, and therefore can converged physically with the digitalized communications infrastructure . The digitalized broadcast are not only the voice programme , also multimedia which transmitting video, jpg files, text etc. Therefore, the DAB is called” Visual Voice” or “ Rich Voice”. However, our DAB broadcast industry is dying , the only operator , TNT DAB Radio Station which is the smallest DAB broadcaster is struggling to survival. In view of this, this research will focus on the South Korea cases :T-DMB league and TU Media which are the success model in the world. This research will analyze the business model, industry value chain, key success factors by Porter 5 force analysis and Competitive Advantage. Base on this, this research tries to find the success way of TNT DAB Radio Station. According to the service model of the T-DMB league and TU Media , this study discover the key success factors including unique content, distribution channels, affordable price, broadcast signal quality coverage and policy creating good industry environment. The T-DMB league and TU Media reposition and play the role of operator in the industry. Also they play the content aggregator. The T-DMB league and TU Media leverage to receiver manufactures, distribution channels and provide “Broadcasting and Communication Convergence Services”. The profit model is the content subscription and advertisement fee . Because of it, TNT DAB Radio Station should re-define the strategy- not broadcaster, should be service operator or content aggregator and build up the alliance. On the other hand, the government also should re-think the broadcast policy and create the good industrial environment.