The Study on the Strategy of Media Competitiveness─Synergy of ”Big News Desk”
In recent years, with the emergence of new media, digital technology, and the competitiveness caused by the 4C integration, the media in Taiwan has undergone tremendous changes. Ttraditional media, such as newspapers and television, is faced with the challenges of new media, thereby running into serious trouble. Meanwhile, with the surge of globalization, it is the key moment for local media to turn crisis into turning point. Compared with foreign media enterprises, the local media industry in Taiwan is relatively small. With many media companies keen on the local market, what follows is a strong competition among them. Besides, the democratization in Taiwan brings forth the division of the audience. The media companies with different orientation launch cutthroat initiatives to try to gain shares of the market. My thesis aims to discuss how media companies can enhance their abilities of competitiveness by using various means. According to my study, the media industry is different from the traditional industry. Grappled with the social environment, political restraint and the pressure of profitability, the media should be treated differently for their style of operation and the competitiveness among each of them are very unique. With the rise of the media enterprise, the past individual operating strategies have been replaced by the integration of multi-media (or even multination). As the local media in Taiwan is at a small scale, the competition is very aggressive. Though new comers in the media market have the advantage to gain access to it, there is no denying that the old and small-scaled companies somehow may cooperate to fight back. Though the media industry in Taiwan is rather small and competitive, it’s alive and creative. The following are my suggestions to the local media: In the field of the industry, make the most of the database, increase the additional value, expand the overseas market, facilitate the revision of the Radio and TV Law, and set up an appraisal system. As for the news platform, strengthen the post-production platform, streamline and integrate the organization, facilitate digital production, increase the additional value, put the educational training into practice, and improve news quality.
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