| 摘要: | 網路新媒體的崛起，降低了人們對舊媒體(電視、報紙、雜誌)的衷愛，同時也改變既有的閱讀習慣。一般傳統媒體的記者在寫稿時，多以報紙排版形式呈現單一故事且全面報導；而網路媒體不僅報導多元化，偏向即時又輕、薄、短、小的貼文或文章更容易獲得喜愛。 當人們注意力從傳統媒體電視、報紙和雜誌等轉向新興的網路媒體後，傳統媒體受到嚴重衝擊，廣告收益和整體營收也跟著下滑，造成節目品質下降，不僅加速觀眾流失，更使舊媒體價值下降，形成惡性循環。本文以東森電視媒體集團總裁王令麟創立東森電視台等媒體多年後，在2011年11月整合集團資源成立的「ETtoday東森新聞雲」自2022年1月更名為ETtoday新聞雲為探討對象。 第一章將介紹「ETtoday新聞雲」的發展背景，了解其產業概況及網路新聞媒體的變化歷程；第二章將闡述電視新聞與網路新聞的特性及產製流程，發現電視新聞與網路新聞製程之差異性；第三章使用個案研究法，針對「ETtoday新聞雲」的發展，對營運管理高層提出相應問題，結合深度訪談法驗證「ETtoday新聞雲」經營策略之成功，設定本文研究架構；第四章將分析「ETtoday新聞雲」如何從產製節目到品牌運營去開拓市場，剖析「ETtoday新聞雲」經營策略；第五章將總結「ETtoday新聞雲」成功所在及如何整合市場面對未來挑戰 。本文以「ETtoday新聞雲」實際案例與關鍵人物深度訪談作為基礎，加以科學理論分析，為傳統媒體轉型和網路新媒體發展提供實質建議和參考。
The rise of new online media has reduced people’s preference for old media (televisions, newspapers, magazines), the comprehensive of coverages in every single story are shown with newspapers composing majority when ordinary traditional media journalists, not only the multiplicities of reports in online media but also trend to light, thin, short, tiny real-time posts or articles that can be got preference easier. When people paid their attention to the rising online media from the traditional media (televisions, newspapers, magazines), the traditional ones have been taken serious impacts, their advertising revenues and overall revenues also declined, leading to a decline in program quality, which not only accelerates the loss of viewers, but reduces the value of the overall old media, that caught a vicious circle. This thesis takes the ETtoday News Cloud, which was established by Wang Ling-lin, the president of Eastern Broadcasting Co., in November 2011, the ETtoday Eastern News Cloud, integrated corporations’ resources, it has changed name ETtoday News Cloud since January 2022, that was explored. Chapter one will introduce the growing background of ETtoday News Cloud, to realize the change process of industry and online news media. Chapter two, I will talk about the feature and the production process between TV news and online news, I observe the discrepancy between TV news and online news production process. Chapter three, using case study, focus on the developing of ETtoday News Cloud, offer the questions of corresponding to the senior managements, combining in-depth interview to verify the success of the managerial strategy in ETtoday News Cloud, setting the study structure of this thesis. Chapter four, analyzing ETtoday News Cloud how it produced programs to branding and then market access, analyzing the managerial strategy of ETtoday News Cloud. Chapter five, conclusion ETtoday News Cloud, the success and how integrated marketing and face the challenges in the future. This thesis is based on the reality cases and in-depth interview of key men, analyzing with scientific theories, provide the substantive recommendations and references for the transformation of the traditional media and the online new media developing. |
