Market-Driven News A Case of Sensational and Commercial news of CTS and ERA..docVIP

Denise Ho 493200312 Junior Composition Conversation Professor Ms. Kate Liu Research Paper Final Draft June 24, 2007 “Market-Driven News: A Case of Sensational and Commercial news of CTS and ERA.” Abstract In Professor McManus’s book, “Market-Driven Journalism: Let the Citizens Beware?” he points out that when news corporations start to use the strategy of MBA to produce news rather than the traditional way, the reader or audience will be seen as a “customer,” news as a “product,” and the circulation or signal area will be the “market.” Consequently, in order to appeal to the audience so as to win the market, the production of news becomes sensational and commercial. This paper studies the news programs of ERA and CTS from 19:00 to 20:00 p.m., and found that sensational and commercial news are represented in dramatic styles both through images and sounds. In order to appeal to the audience, such types of news are especially given priority to and take up a large percentage of airing time in ERA channel. Therefore, it proves that the situation of cable channels (ERA) is more extreme than that of traditional broadcasting channels’ (CTS). Outline Introduction: argument question News Values Definition of Market-Driven News News Production Environment Methodology Comparisons: CTS ERA Content Percentage of news categories Order Time Delivery and representation style of Sensational News Anchor Use of word and slogans Image Sound C. Commercial News: Product placement as an example VII. Possible balances VIII. Conclusion As the restrictions were eased on cable channel in 1993, media industry in Taiwan has developed rapidly and prosperously. At the same time, competition among these numerous channels becomes stiffer which is not limited to the three traditional broadcasting channels (TTC, CTV, and CTS). Until now, there are more than ten news channels in Taiwan, and the cable channels are established by enter