‘地方’与‘全球’的竞赛体育频道的节目策略规划-中华传播学会.pdf

略 來例 駱 立 略 來例 了 量行 來 領 便 略 理論 略度 量 力利 論 來 不力 異更略 行 來更 略 The Competition between “Local” and “Global”— the Programming Strategies of Sports Channel in “Videoland” ESPN and Star Sports With the prosperity of cable TV, the competition between local and global channel is getting white-hot. When ESPN and Star Sports intend to globalize the whole world with sports, local “Videoland” leads sports channel with local contests relaying and programming. This study, based on the programming theories, hopes to investigate the important elements influencing sports channel programming. By using intensive interview and program analysis, it is found that the main determinants affecting programming strategy are as follows: channel niche competitor program selection and inventory budget and producing capability government policy and interest goal. Besides, the result also shows that local programs are indispensable, which enchant local audiences completely. Therefore, foreign channels ought to strengthen more their local programming strategy capability. Keywords: programming sports channel globalization 2003 年兩聯 了流沈 更了 利金82 年更 力 利烈利金 見2001 力量 行 易見 靈2002 了 來NBA NFL 更 來 行來 領例 2001 林(1996) 19 ESPN 樂(TVIS 年 ) 3 來 ESPN 來 1995 年Robert Murdoch 領 (News Corp.) STAR TV ESPN 來 力 六兩