| dc.description.abstract | On July 1, 2003, the first Hakka-language television - Hakka Television Station – began its first-ever broadcast. Financially supported by the Council for Hakka Affairs of The Executive Yuan, the goal of this unique television station is to promote Hakka culture, and develop media professionals of Hakka-descent. The biggest department of the television station is the News Department, which produces three daily 30 to 60-minute Hakka-related news shows, as well as several longer weekly news programs. However, the actual audience ratings and concern for the Hakka Television News did not achieve its forecasted viewership. Why? This research seeks to answer this by analyzing the five-part (to anchor, to interview, to voice-over, to edit, to design screen) production process of Hakka TV News. In addition, the research utilizes in-depth interviews with senior media professionals in Taiwan, focus groups comprised of the Hakka TV News audience, and participant observation of the senior management and frontline editorial staff of the Hakka TV News.
The research discovered the participants in Hakka TV News hoped to be more competitive and attractive to its audience by improving the quality of its new reporting through increased diversity and creativity from the Hakka perspective. In addition, statistical analysis of the Hakka TV News audience opinion identified five mechanisms that attracted them to the station: screen designs > edits > interviews > voicing > anchors. Hakka TV’s goal of producing news is based on three principles “For the People, From the Hakka Perspective, Done Professionally”. So how should Hakka TV News achieve these goals? The research concludes that the television audience’s preferences for ethnic-focused public channels require adjustment compared to their preferences for mainstream Taiwanese commercial media. Hakka TV News needs to take into account its audience’s opinion through positive interaction so that it can achieve its media influence on the public.
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