本文從組織科技的角度,針對日本 NHK 及美國 TPT、WTTW 向公共 服務媒體的轉型進行研究,發現 NHK 現階段的主導邏輯仍相當程度停留在 傳統的廣電邏輯,屬於數位媒體運作特質的網絡邏輯頗為微弱。相對的,美 國 TPT 與 WTTW 的組織變革則顯得積極,主管們對於邁向公共服務媒體的 轉型都有高度認知,並願透過組織變革來引導轉型,以致兩個組織如今都已 有負責數位媒體的專責部門,並與傳統的廣電內容生產部門平起平坐。

關鍵詞:公共服務媒體、公共服務廣電、組織變革、組織科技、主導邏輯、 NHK 

From the perspective of organizational technology, this research studies the transformation of public service media by drawing from the experiences of NHK in Japan and TPT, WTTW in the United States. It is found that the pace of organizational change in NHK is slow-going by comparison. The dominant logic of NHK at the current stage is to still practice traditional broadcasting, and there is not evident a strong sense of the need to evolve to a networked media logic. In contrast, the organizational changes at TPT and WTTW are active and vigorous. Management executives are highly aware of the necessity of transforming public service media to remain relevant in the digital age, and are willing to achieve the transformation through organizational change. Today, both stations have designated specific departments to be in charge of digital media, and they are supported at par with the traditional television content production department.

Keywords：public service media, public service broadcasting, organizational change, organizational technology, dominant logic, NHK