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| Title: | 數位科技環境下的電視新聞重塑：以TVBS新聞數位轉型為例
How Digital Technology Has Transformed TV News: A Case Study of TVBS NEWS |
| Authors: | 張品茲
Chang, Pin-Zih |
| Contributors: | 蘇蘅
張品茲
Chang, Pin-Zih |
| Keywords: | 電視新聞
社群媒體
數位轉型
平台化
AI應用
television news
social media
digital transformation
platformization
AI application |
| Date: | 2025 |
| Issue Date: | 2025-09-01 16:01:06 (UTC+8) |
| Abstract: | 電視新聞是閱聽眾重要的資訊來源，有大量的觀眾基礎與權威。2000年後觀眾使用電視新聞的習慣，隨著智慧型手機迭代與社群媒體普及而產生根本的改變。廣告市場也反應轉向數位平台的共同現象。為了應對數位環境下閱聽市場的改變，電視新聞正在轉向平台化，利用社群媒體來擴大影響力，觸及並與閱聽人互動。
本研究以台灣電視新聞第一品牌TVBS新聞台為研究個案，採用深度訪談法，探討TVBS數位轉型的決策過程，包括電視組織為適應不同社群平台而投入的新科技、改變新聞內容敘事方式，以及工作者於新舊轉型中的適應情況。
研究結果顯示，社群平台提供即時的數據（如在線人數、流量），這成為管理層和編輯團隊重要的決策依據；認同社群平台等同新聞媒體；內容製作與加工需求增加，一人多工的時代來臨。
更重要研究發現是：電視媒體定義改變「從單一平台到多平台內容發布者」，產製思維轉變從「為數位而生」轉向「為平台而生」；平台化與數據驅動內容決策並影響新聞內容深度與廣度；更重視科技應用導入AI自動化流程；整合科技掌握會員標籤進行個性化推薦。然而數位轉型下也有資訊偏食、淺碟化與轉載文化的缺陷。
最後，統合研究個案中高階管理者們認爲電視新聞數位轉型成功指標，提供學界與產業參考，包括：建立整合電視與網路融合的大編輯台，運用AI優化工作流程，整合平台資源並建構全媒體服務能力，最終目標是轉型為科技媒體機構，發揮影響力為社會創造正面價值。
Television news serves as a crucial information source for audiences, commanding substantial viewership and authority. Since 2000, audience consumption patterns of television news have undergone fundamental changes with the evolution of smartphones and the proliferation of social media. The advertising market has similarly reflected this shift toward digital platforms. To address changes in the audience market within the digital environment, television news is transitioning toward platformization, leveraging social media to expand influence and engage with audiences.
This study examines TVBS News, Taiwan's leading television news brand, as a case study. The research explores TVBS's digital transformation decision-making process, including the television organization's investment in new technologies to adapt to different social media platforms, changes in news content narrative approaches, and workers' adaptation during the old-to-new transition.
Research findings reveal that social media platforms provide real-time data (such as online user numbers and traffic), which has become crucial decision-making criteria for management and editorial teams; recognition that social media platforms are equivalent to news media; increased content production and processing demands, ushering in an era of multi-tasking individuals.
More significant research findings include: the redefinition of television media "from single platform to multi-platform content publisher," with production thinking shifting from "born for digital" to "born for platforms" platformization and data-driven content decisions affecting the depth and breadth of news content; greater emphasis on technology application through AI automation processes; integration of technology to master member tags for personalized recommendations. However, digital transformation also presents deficiencies including information bias, superficialization, and reposting culture.
Finally, synthesizing the perspectives of senior managers in the research case, successful indicators of television news digital transformation are provided as reference for academia and industry, including: establishing an integrated newsroom that merges television and internet, utilizing AI to optimize workflows, integrating platform resources and building omni-media service capabilities, with the ultimate goal of transforming into a technology media institution that leverages influence to create positive value for society. |
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| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
112941007 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112941007 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
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