跨國媒體全球在地化節目策略研究

Abstract

全球化經濟效益在於標準化後，運用經濟規模帶來的綜效。然而「文化接近性」、「文化折扣」現象，說明閱聽人較偏好與個人文化背景具關聯性與臨近性的內容。因此，跨國媒體進入全球市場大多採取「在地化」策略。各家媒體採用的在地化策略與涉入程度不同，效益也不一。\n\n 本研究希望能探討「跨國媒體進行全球化市場擴充時，全球策略與在地化因素影響節目策略的現象」。以兩大紀實娛樂頻道－Discovery頻道與國家地理頻道為例，採用深度訪談及內容分析其頻道節目內容，從「全球經營策略」、「全球競爭策略」及「全球在地化節目策略」三個面向，探討跨國媒體的節目策略。\n\n 總結研究發現，Discovery頻道與國家地理頻道「紀實娛樂類型節目」之特質，突破地方與全球的地理文化疆界，進入全球市場。歸納兩大媒體集團之「全球經營策略」與「全球競爭策略」，紀實娛樂頻道「全球策略」具有八項成功因素：低文化折扣的紀實娛樂節目類型；以公共電視價值包裝優質電視品牌；節目資料庫再利用以降低新頻道節目成本；全球商業化運作模式產生良性循環；娛樂化節目思維吸引觀眾；運用母公司國家競爭優勢發揮邊際效益；全球整合供應及輸出策略群組，以及全球觀點的合作網絡關係。\n\n 跨國媒體集團進入區域及地方市場後，同時進行「全球節目異質化」及「在地素材同質化」的節目全球在地化過程，深入各地方市場。「全球節目異質化」採用以下方式進行：在地取材製作節目、節目形式在地化、節目促銷與地方題材配合，以及節目廣告銷售以專案配合等四點。「在地節目同質化」採用以下方式進行：節目敘事風格同質化、節目形式同質化、節目類型同質化，以及節目觀點全球化。\n\n 歸納紀實娛樂頻道的「娛樂化敘事風格」，包括：故事化的敘事方式、以中心人物貫穿故事、依節目段落設計高潮、國際觀眾視野降低文化折扣、用畫面說故事，以及媲美好萊塢的節目重現手法等六個面向。\n\n 最後。依據本研究成果，彙整跨國媒體全球在地化節目特色，製成「全球在地化節目量表」。此量表可作為節目部及製作部人員，在採購節目及甄選投案節目企畫時，評估節目是否符合「全球在地化節目」標準之參考。\n\n\n關鍵字：跨國媒體、全球在地化、全球化、在地化、紀實娛樂頻道、節目策略、Discovery頻道、國家地理頻道

Abstract\n\n The economic benefit of globalization is based on the synergy brought by the economies scale after standardization. However, Cultural Proximity and Cultural Discount phenomenon show that audiences prefer content that are related and close to their individual cultural background. As a result, transnational media corporations usually adopt localization strategy when entering global markets. The effects vary by localization strategies and involvement levels for each corporation.\n\n This research explored “program strategies of transnational media corporations when expanding to global markets under the influence of global strategies and localization factors,” taking two nonfiction entertainment channels as examples, Discovery Channel and National Geographic Channel. Interview methods and content analysis of program content are used to explore the program strategies of transnational media corporations from three perspectives, global operation strategy, global competition strategy, and glocalization program strategy.\n\n The results show that “nonfiction entertainment programs” produced by Discovery Channel and National Geographic Channel break through geographic boundaries when entering global markets. According to global operation strategy and global competition strategy of these two channels, there are eight factors that made these nonfiction entertainment channels success, which are low Cultural Discount nonfiction entertainment program genre, high quality TV brand that mimicked public televisions, re-usage of data base to save cost on new programs, global business operation model that has effective cycles, entertainment program concepts that appeal to audience, usage of competition advantages from parent company to reach marginal utility, strategy of integrated global supply and exportation, and a global viewpoint cooperation networks. \n\n When transnational media corporations entering regional and local markets, theyapply Heterogeneity and Homogenization strategies to go through the glocalization process in order to get to the core of each local market. Heterogeneity was doneby the following four methods, local stories, local formats, local-themed promotions, and local sales sponsorships. As for Homogenization, it was done by homogenization storytelling, homogenization program formats, homogenization program genres, and globalization program viewpoints. \n\n The storytelling methods of nonfiction entertainment channels are concluded as follows, story-like presentation, main characters that run through the story, climax according to program segments, viewpoints of global audience to lower Cultural Discount, usage of images to tell the story, and Hollywood quality to recreate past events. \n\n According to the results, a Glocalization Program Measurement was designed based on glocalization program distinctions. This measurement can be used as a reference of glocalization standards for programming and production professionals when buying new programs and evaluating program proposals. \n\n\nKeywords：Transnational Media、Glocalisation / Glocalization、Globalization、Localization、Nonfiction Entertainment Channel、Program Strategy、Discovery Channel (DSC)、National Geographic Channel (NGC)