Exploring the Branding Implications of the “Public Value Assessment System”


Cheng-Chung Li


public value, public broadcasting, branding, accountability


The “Public Value Assessment System,” initiated by the Taiwan Broadcasting System (TBS) in 2006, was put into practice for the first time in Taiwan in early 2007. Although the assessment system was originally designed to serves as a performance evaluation mechanism, this article takes a step away from the initial function of accountability to explore the also important but less discussed strategical significance of this system. The author approaches the five main public value constructs (reach, quality, impact, public service, and efficiency) as the core brand equity of TBS channels, and attempts to point out the managerial implications and potential challenges related to brand management.