| dc.description.abstract | Hakka TV have been gradually on track since 2003. However, the stereotype against the culture of Hakka from the audiences has led to the problem of the lack of the choices of themes. The fading of the Hakka dialect also damage the availability of the actors and hosts for television stations. Moreover, the changing habit of watching television and the low popularity of Hakka television program among youth generation certainly bring severe challenge to the Hakka television stations.
As a result, this research intends to understand what youth generation really needs from Hakka television stations mainly through documentary analysis, questionnaire survey, focus group in design thinking style, and depth interviews, hoping to help Hakka television station to find the future trend favorable to youth generation.
The study found that those who never watch Hakka TV tends to have severe stereotype against Hakka TV program, revealing that marketing strategy needs to be strengthened. Among all the respondents, those who age between 23 to 30 years old show the lowest level of favor and acceptance toward Hakka TV. Furthermore, according to design thinking style focus group interview, these respondents expect entertainment and uniqueness, as primary appeal, and emotional satisfaction and peer identity, as secondary appeal. In order to confront these challenges, Hakka television station manage to extend marketing platform and select content more favorable to youth generation.
In this study, we recommend that integration different Hakka TV official fan professional pages, increase the official page lively content in much degrees, build brand value belonging to Hakka TV, as well as increase the feel-good factors in the programs, so that the audience can feel the Hakka elements close to their lives, so that can meet the need of youth groups to Hakka TV.
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