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篇名 當創新不再破壞:民視發展新媒體事業之個案研究
When Innovation Fails to Disrupt: A Case Study on FTV’s New Media Ventures
作者 陳柏頤
中文摘要
本研究援引Küng(2007)的分析架構,以組織內部因素為主要觀察方向來研究
民視在新媒體事業上的策略和其成功之經驗。以深度訪談和參與觀察為研究方法,
本研究得出民視能發展出穩健經營且具有相當程度營收的新媒體事業,其成功的經
驗即在於民視具有「超越一般傳統電視台的組織認知」、「研究與發展精神的組織
次文化」、「與其他事業體持續性的溝通」、「『能』發展出具競爭優勢的資源」、
以及「有利於創意的組織境情」。另一方面,由於民視過往在經營面上形成「不見
兔子不撒鷹」的組織文化,以及有限的自主性和缺乏強烈的轉型願景等因素,使得

民視在新媒體事業上的創新仍有其受限之處。 

英文摘要

 This research applies Küng’s (2007) framework to investigate FTV’s new media

strategy and the factors contributing to its success. Through in-depth interview and
participation observation, this research analyzed FTV’s organizational contextual
factors and concluded that FTV having a holistic identity of itself, having a researchand-
development (R&D) sub-culture, continuously communicating and cooperating
within its organization, being able to develop its advantageous resources, and
having context conducive to creativity in its New Media Business Group, were the
crucial reasons behind its rather stable than successful outcome of its new media
ventures. On the other hand, the investment myopia stemmed from its culture,
limited autonomy and lack of inspiring transformational vision together functioned
as a holdback on its new media innovation.
中文關鍵詞 創新、OTT(over the top)、民視、組織文化、組織科技
英文關鍵詞 innovation, over-the-top, Formosa TV, organization culture, organizational technology
發表日期 2018/07/02
授權狀況 已授權
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