A study on the current phenomenon of the Ineternet Radio and the future trend towards its development

• Main Authors: Chen,Chin Chien, 陳志堅
• Other Authors: Dr. Wu, Hwai Hsuan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74464627806284426982

碩士 === 文藻外語學院 === 創意藝術產業研究所 === 99 === In this ever-changing world, the broadcasting is being considered the sunset industry amid the backdrop of fast Internet development and digitalization.Facing the eve-growing trend toward digitalization, the more conventional Taiwan broadcasting industries have been actively embracing themselves for the DAB market in the recent years. Even though the government had approved a number of licenses, the DAB development in Taiwan has not been able to make any significant progresses due to numerous issues and restrictions. However, with the pressures arose from the declining number of listeners and the shrinking advertising revenues, Internet Radio provides a new option for bringing the conventional broadcasting into digitalization. It has been discovered via the surveys conducted within the Taiwanese Broadcasting industries with relation to the Internet broadcasting that, effectively most of the Internet Broadcasting programs were originated from the conventional broadcasting ones without proper modifications and implementations. These results both in failing to take the full advantages of those unique features offered by the Internet platform and in misjudging the listeners’ true tastes of the programs – for these reasons, the broadcasting industry suffer the consequences of failing to attract more listeners and to generate more revenues. In light of this issue, this article aims at analyzing the overall media environments, starts from the mass audience demand in the past to the individualization at present, and endeavors to depict a tendency that is toward more versatile programs contents to cater for all different listens’ needs. With years of experiences in broadcasting programming planning, it is with great hope that this research can give the broadcasters an insight into the current phenomenon of the Internet Radio and the future trend towards its development. The purpose of this research is to assist in establishing a proper platform on which the Internet Radio can offer productive contents along with the rightful implementations of strategies. A true digital audio broadcasting era will only arrive when the broadcasters are capable of taking full advantages of those unique features provided by the Internet, and to add values to their business and that, in turns, will translate into revenues generation.