Applying Balanced Scorecard to Evaluate Non-Commercial TV Programming Strategies

• Main Authors: Wen-Yen Liu, 劉文燕
• Other Authors: Hsiu-Li Kuo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/68761248321378737845

碩士 === 銘傳大學 === 傳播管理學系碩士在職專班 === 99 === Abstract The main purpose of this paper is to provide an algorithm for non-commercial television station to evaluate its programming strategies under fuzzy environment. The results obtained may be used by the company when undertaking investment decisions on the strategies of its programming for instance, how TV ratings, the ratio of outsourcing and self-producing, donations, award-winning rates etc. influence the decision-making in programming strategy, overall arrangement of programs and program production. Using Taiwan Macroview Television as a case for the research, this thesis discusses the possible pros and cons of the proposed method for the use of non-commercial TV stations. The programming strategy is a strategic issue where incomplete structure, involving multiple people with multiple principles is concerned. The fundamental models adopted include the Paired comparison method, fuzzy Delphi method, fuzzy set theory and multi-criteria decision-making method. Through literature review we first come up with a set of evaluation criteria. Then, investigating Taiwan’s non-commercial television stations in 2010, we evaluate the capabilities of the key personnel and their professional staff involved in the decision-making process. By use of the four dimensions of the balanced scorecard, we construct the evaluation hierarchical framework. The research is conducted through paired comparison method and the fuzzy Delphi method to decide the weight of criteria. The concepts of triangular fuzzy number and linguistic variables form the basis of assessing the “importance” of evaluation criteria and how “satisfactory” each strategy fulfills the criteria. Through the hierarchy integration, we obtain the final scores of each strategy. Then we use a revised Chen’s fuzzy number ranking method to rank the final scores and get the programming strategies.