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Title:	網際網路與直播衛星的媒合:探討年代電通發展數位互動平台之策略
Other Titles:	The integration of Internet and satellite: An analysis of era digital media’s strategy
Authors:	林翠絹 Lin, T. T. C.
Contributors:	廣電系
Keywords:	互動電視、數位電視、新媒體、匯流、衛星、隨選視訊、數位平台 Interactive TV，Digital TV， New Media， Convergence，Satellite，VOD
Date:	2004
Issue Date:	2017-06-29 11:05:52 (UTC+8)
Abstract:	年代電通整合集團資源，以內容提供者的基礎，運用衛星及網際網路交叉傳輸架構，於 2002 年 5 月推出互動影音平台 IDTV，正式加入電信、電腦、有線電視眾多業者激烈角逐的數位互動影音市場。IDTV 提供電視與網路服務，意圖創造最佳的互動多媒體平台，以吸引年輕的電腦族群。本研究採用文獻分析與深度訪談法，透過訪問年代電通管理階層與和參與觀察該平台衛星教學節目製作，深入了解年代電通發展衛星互動數位平台之傳輸技術、頻道服務內容、行銷收費、製作，並分析年代電通由「娛樂」改為「教學」的策略轉向的動機、執行及評估，並經由與數位有線電視、網路電視競爭者之優劣勢比較，最後參考國外發展經驗，以期找出台灣互動數位媒體發展的方向。本研究認為年代 IDTV 無論在技術創新、內容互動、及傳輸品質方面，均具有高度競爭力，惟成本過高是其推廣的致命傷。此外，年代集團將平台重心由「娛樂」轉向「教育」後，因策略聯盟陣容堅強，教學內容兼顧娛樂與互動，並照顧到傳統教育或網路教學無法到達的偏遠地區，年代教學平台建立品牌知名度，並創下口碑，策略調整相當成功。最後，本研究認為處於導入期台灣數位互動媒體，各種可能形態的新媒體和傳統媒體會並存，惟有捉住「可獲利、願付費的小眾」、找到「致命吸引力」服務、合理定價，才能先領風騷。 Starting with the firm basis of a content provider, Era Digital Media integrated abundant resources inside its conglomerate and constructed a satellite & Internet cross-transmitted infrastructure. In May 2002, it launched IDTV (Interactive Digital TV) and joined in highly-competitive interactive digital TV market in Taiwan. Providing TV and internet services, it intends to create an ultimately multimedia and interactive platform, and attempts to attract young PC users. The methodologies adapted to this research include in-depth interview and participant observation under the naturalistic paradigm. By directly observing how IDTV produced its interactive educational program and interviewed Era’s managers, the research illustrates Era Digital Media’s managerial strategies, including transmission technology, content, services, promotion, production, etc. Besides, it also analyzes why Era Digital Media switches emphasis from entertainment to distance learning market and how it performs in the new arena. Compared with digital cable TV and web TV, this research combines the findings of Era Digital Media with the experiences of foreign ITV market trials in order to give useful advices for Taiwan’s new digital interactive media. The study indicates that Era Media`s Interactive Digital Platform is superior in technical innovation, interactive content, and transmission quality. However, high cost is its biggest defect when intending to diffuse and promote. After focusing on distant learning market, Era education platform builds up its brand awareness and has good public praise because of its strong alliances, interactive edutainment, and broad coverage to where traditional education and E-learning cannot reach. In sum, it makes a right decision to change to distance learning market which is promising and profitable in Taiwan. Finally, since the war of interactive digital media is nascent, old and new media are extrapolated to coexist in this stage. Who captures profitable and willing-to-pay audience, creates “fatal” killer application, as well as sets reasonable charges for services will lead the trend first.
Relation:	Journal of Information & Communication, 1, 67-121.
Data Type:	article
Appears in Collections:	[Department of Radio & Television & Graduate Program] Periodical Articles

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