| Summary: | 碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 106 === Impacted by the global surge of the digitalization and technology in TV industry, new media rapidly boom up and present in various formats and dynamic models. With the yearly declined audience ratings and revenue from advertisement, the cable TV media in Taiwan have encountered the unexpected challenges and difficulties in operation these years.
Having the solid and practical experiences and knowledges in the existing broadcasting and media industry, my case study of the transformation of ETTV, from the theory of resource-based view, explores what the concept of “media integration” is and how to deploy it in terms of content production, manpower allocation, sales and marketing, strategy positioning, transforming etc.
The evolvement and development of new media in various and multiple platforms further challenges and weakens the traditional TV media. However, crisis entails opportunity. The concept of “from TV to TV+” shall positively be considered as the upmost effects and efficiency generated by “media convergence” instead of only the presence in cross media and multiple platforms broadcasting.
The future TV media “TV+” shall develop towards “influence economy” rather than “the economy of attention”. Together with the focus in and input from the “content”, “technology”, “community”, “platform” and “ecommerce”, it allows TV media to make a significant breakthrough and embrace the potential opportunities and unlimited possibilities.
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