傳統廣播電台擴展數位媒介平台的生態優勢與困境：中國廣播公司個案研究
The Ecological Advantage and Predicament of the Traditional Radio Station Expanding Digital Media Platforms: A Case Study of Broadcasting Corporation of China
What does Taiwan’s declining broadcasting industry do as international large-scale broadcasters expand digital media platforms one after another and develop business models gradually? How are the prospect and advantages of the traditional radio station expanding digital media platforms? What is the difficult position? This research focuses on Broadcasting Corporation of China (BBC) case study from the ecological perspective to answer these questions with field study.
BBC has been being in the uncertain because of the rotation of ruling Party, KMT withdrawing from media, the stock right shifting, reconciliation of radio frequencies, revoke of the broadcasting license, and the obstruction on the approval of Digital Audio Broadcast (DAB ) license, etc. But BBC has already played a role of the content provider on digital platforms, and developed the commercial way relying on its digitization environment and construction of back-stage management. However, decision-makers of BBC unable to act as the feedforward mechanism, and unable to produce balanced circulation with the external media ecology, so internet broadcast and podcast do not work very well. According to the conclusion of this case study, in an age of digital convergence, BCC has its advantages to extend the new life of traditional radio station and cater to the audience with brand-new outlooks by solving the problem of the inside and outside ecology.