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.