Hamilton Chung-ming Cheng
Diffusion of Innovation, Digital Television, Internet, Knowledge Sharing, Organizational Communication, Public Service Broadcasting
A profit-driven knowledge is a critical challenge to public service broadcasting (PSB) in face of digitization. Based on the user charge theory, telecommunications industry privatized itself by creating digital value-added service, serving affluent consumer society. The original idea of digital television was influenced by those trends of privatization and deregulation. Moreover, the convergence of broadcasting and telecommunication technologies merged e-commerce with television service. It seems that commercial broadcasting will realize profit maximization through the redesigning communication network above. However, the way of commercial broadcasters utilizing digital knowledge is completely different to the mission of PSB: serving civil society, making universal service, managing non-profit orientation.
As a result, a knowledge sharing system of digitization for PSB is emerging in order to move beyond the market-driven discourse of digital television. This research was built on the field work of R&D within Public Television Service Foundation (PTS), Taiwan. It proposed that a digitization knowledge sharing network for global public media is possible by connecting worldwide internet resources of PSB, think-tank, trade union and social movement. The making and contents of this network was empirically survey. The dynamic and diffusive nature of network’s knowledge was lively uncovered through an interpretive review.