有線電視轉播大型運動賽會之商業效益分析-以2020東京奧運為例

Abstract

本研究目的在於探討有線電視轉播奧運的商業效益，從大環境數位時代的衝擊與全球爆發covid-19，迫使2020東京奧運延後一年舉辦，促使世界經濟嚴重衰退，國內一家有線電視媒體集團卻逆向投入高額權利金來轉播與招商。研究方法以此為個案，蒐集相關文獻與訪談，包含轉播時的收視率表，觀察其排播策略；並採訪三位擁有30年以上電視資歷的該集團核心關鍵人物，了解其決策過程與實際達成的商業效益，所得結論如下：一、媒體經營者精準掌握賽會動態並靈活布局，轉播後的成效即打平權利金又擁抱獲利更推升品牌形象。二、有線電視轉播國際型大型運動賽會的商業效益，取決賽會知名度與臺灣選手表現、還有主辦國與轉播國的時差。大數據有效掌握民眾收視的消費行為，轉播平臺沒有如YouTube的免費直播，臺灣民眾在觀賞國際大型運動賽事已能接受「使用者付費」，從傳統老三臺到網路新媒體，臺灣轉播奧運之體驗大躍進。

This study analyzed the commercial benefits of cable television broadcasting the mega-events. From the impacts of the digital age and the global outbreak of covid-19, the 2020 Tokyo Olympics have been postponed for a year, which has led to a severe recession in the world economy. However, a cable TV media group in Taiwan reversely invested high royalties to broadcast and attract investment. The case study includes collecting the audience rating table during the broadcast and observing its scheduling strategy; and interviewing three core key figures of the group with more than 30 years of TV experience to understand their decision-making process and actual commercial benefits. The conclusions are as follows: 1. Media operators can accurately grasp the dynamics of the competition and make flexible layouts. The results after broadcasting are equalizing royalties, embracing profits, and enhancing brand image. 2. The commercial benefits of cable TV broadcasting mega event are based on the popularity of the games. The performance of Taiwanese players, and the time difference between the host country and the broadcasting country. Big data can effectively grasp the consumption behavior of people's viewing. There are no free live broadcast platforms such as YouTube. Most Taiwanese have already accepted "user payment" while watching international large-scale sports events. From traditional old TV stations to new online media, Taiwan broadcasts the Olympic Games Experience the Great Leap Forward.