| 摘要: | 1901年馬可尼利用無線電波傳送S的莫爾斯碼打開無線廣播的紀元，1920年美國廣播電台KDKA在匹茲堡正式播音，商業電台開始發展，逐漸形成廣播產業，在傳播媒體中扮演獨特的角色，平面紙媒、廣播音媒及電視影像媒體競爭激烈，市場佔有率屢見翻轉。傳統廣播產業受限於傳輸、接收設備影響，僅能在固定時間，收聽固定內容的節目，這些限制讓廣播產業的廣告量僅佔所有媒體廣告量的5%，讓廣播業界對產業前景多持悲觀看法。另外自媒體者因為設備門檻不高，經營成本極低，均正分食傳統廣播媒體產業的營業額。因此，廣播產業不斷因應資通技術的進步，轉向網路、融媒體等多元化角度呈現內容，增加露出的機會，以爭取持續經營的經費。
由於新近傳播科技發展，訊號傳輸量增加與傳輸速度變快，促成數位匯流成為影音內容傳播新趨勢，而音頻剪輯軟體普及，讓語音載體呈現多樣化，語音平台於焉產生，讓語音多了露出的管道，其中Podcast是一種MP3播放器和廣播的結合，改變了過去傳統廣播受限於定時播放，錯過就沒有了的缺點。雖然網路廣播出現，卻仍無法主動選擇自己想要收聽的節目，相較於其他音頻軟體，Podcast訂閱者可以選擇自己喜歡的內容，接受新內容的推播，受眾能夠透過不同的載具來挑選想聽的內容。這樣的語音平台和節目，必然會對傳統廣播電台與節目帶來衝擊，也讓傳統廣播業者對未來發展產生影響。
In 1901, Marconi used the Morse code to transmit the letter S through radio, opening the era of wireless broadcasting. In 1920, the KDKA radio station in Pittsburgh of the United States broadcasted its first signal, starting the development of commercial radio, gradually forming the broadcasting industry, which plays a unique role in the mass communication media. Competition among the print media, TV, and radio is fierce, and their market share has often been reversed. Limited by its transmission and reception device, radio broadcasting can only be accessed at a fixed time, and with a limited choice of content. These characteristics largely restrict the broadcasting industry’s growth, decreasing its advertising volume down to 5% of the overall market share, casting a shadow over the future of radio broadcasting industry. In addition, since the self-media enjoys an advantage of low equipment threshold and extremely low operating costs, they are carving out the advertising market share of the traditional broadcast media industry. In response to the advancement of information technology, the broadcasting industry has turned to the Internet and integrated media to present content from a diversified perspective, increasing the exposure opportunities, to obtain resources for continued operations.
Thanks to the development of communication technology in recent years, the quantity and speed of signal transmission have been substantially increased, contributing to the advancement of digital convergence as a new trend. With the popularity of editing software, audio media is developing in diversification. As a result, various audio platforms come into service, in which the Podcast is a combination of MP3 player and radio broadcasting. Compared to the traditional radio broadcasting that was restricted by a fixed broadcasting schedule and cannot be consumed outside its coverage, Podcast can be accessed at any time anywhere. Podcast subscribers can choose their favorite content and receive content updates through RSS feed on different devices. In short, traditional radio broadcasting companies must adapt to new media, produce content based on listeners’ needs, and work together with rival radio companies to develop voice platform to expand the market share and create new business model, to shift the industry paradigm for future development. |
