數位時代,電臺為吸納多平臺閱聽眾,拍攝影片或「看」廣播節目直播 成為當前樣態;本研究以「媒介專業主義」、「創新傳佈」為觀點,探究電 臺管理者影像策略、內容產製者對新科技接收態度及影、音融合對專業之影 響。研究採質性訪談,在臺灣兩家電臺中,訪問 10 位從業人員。研究發現, 聲音與影像互補策略成功拓展受眾與廣告主,專業多工為影像化落實關鍵, 唯廣播專業因此受到影響。最後,研究亦對未來廣播科技應用的前景與挑戰 提出經營建議。

關鍵詞:直播、媒介專業主義、創新傳佈、數位匯流、廣播、影像 

In the digital era, to attract multi-platform audiences, filmmaking or “seeing” on-line radio broadcast has become more and more common in radio stations. From the viewpoint of “Media Professionalism" and "Diffusion of Innovation”, this study aims at investigating the following three topics: the image strategy of the radio station managers, the acceptance of new technology in the producers, and the impact of film and sound fusion on their professions. Using qualitative interviews, we interviewed 10 practitioners from 2 radio stations in Taiwan. We found that the complementary strategy of sound and digital image successfully expands the audiences and advertisers and that the professional multiplex is the key to the implementation of the strategy. However, their "Media Professionalism" is somehow damped. This study also provided some operational advice on the challenges and applications of broadcast technology in the future.

Keywords: online streaming、media professionalism、diffusion of innovation、digital convergence、broadcast、digital image