Analysis on Listener Satisfaction to Local Public Broadcasting Station ~Case on National Educational Radio, Kaohusing

• Main Authors: CHIH-WEN LEE, 李至文
• Other Authors: CHIAO-PING PO
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/52018080733129191606

碩士 === 義守大學 === 管理科學研究所 === 89 === The study and application on “ Satisfaction Degree” have been practiced in some local industries for a certain period of time , however , as to the media field , they seem to be the pilot schemes especially on the public broadcasting stations. Due to this fact, this case study is focused on “National Education Radio, Kaohsiung” and tries to investigate the satisfaction degree of the audience. Therefore , some adjustments and adaptation on the current show production and service promotion could be suggested in order to meet the exact needs of both the existing and potential audience. So that, the real purpose and function for current public broadcasting stations can be well performed. The main goal of the research is based on the Mass Media theory referring to the users’ viewpoints and satisfaction. Moreover, the audience characteristics have been fully analyzed and the audiences’ suggestions and comments about “National Education Radio, Kaohsiung” have been carefully discussed in this study. This research methodology adopts questionnaires, face-to-face interviews as well as both the professional opinions from the show directors of publicly owned broadcasting stations and senior broadcasting staffs. According to the 428 effective samples, the analyzed results are as follows: Not only the female audience’s needs should be considered, but also the male audience’s concerns should be fairly treated for their hidden potentiality. Apart from the educational and cultural programs, foreign language teaching programs must be highly valued and continued. As to the program arrangement, programs should be run more prudently. The proportion of talk and music is better to maintain as 7:3 in the interview talk show. The program roster should be carefully arranged, or it will cost more in the future progress. The “contents” of a program counts more than the role of “Chief Announcer”. This study also suggests the CA must accept the in-service training” regularly in order to cultivate some programs in depth and balance the marketing needs. It seems to be necessary to add up one more channel in Kaohsiung in order to make up the unavailability of the audience in the south of Taiwan to listen to the programs on National Education Radio, Taipei. Under the restriction of finance and human resource, far too serious and cliche news reports should be replaced by more informative programs or much more interesting cultural and educational programs. By employing the volunteer works to assist the station, some services for audience could be continuously progressive. Therefore, more audience’s support and respect are expected by conducting so. Bedsides, the radio station should take the active role instead of being passive to promote this station. It is inevitable to re-build up the brand new image starting from campus, community. Moreover, if necessary, the station needs to reconstruct the whole building and should be aware of the strategies of marketing.