摘要
目前台灣廣播電臺設立家數飽和，廣播電臺已成弱勢媒體，為促進廣播產業健全發展，本研究由廣播節目製播實務、廣告行銷運作法則，及其他國家之廣告時間監理作法，對台灣現行法規與監理方式綜合探討，試圖提出廣告時間採每日總量管制、放寬廣告時間上限及黃金時段集中播放『「資訊型」廣告』等廣告監理架構的彈性調整方式，以期在無違廣播媒體的責任義務下，仍能將廣告效益最大化。
關鍵詞：每日總量管制、黃金時段、監理架構鬆綁、廣告時間、廣播電臺
Abstract
Radio stations in Taiwan have become a disadvantaged media group since the number of radio stations was taken to the limit. To promote the sound development of radio industry, this research aims to investigate the existing regulations and supervisory mechanisms in Taiwan in terms of radio broadcasting production practices, advertising and marketing operating principles, and the supervisory mechanisms of advertisement duration in other countries. Furthermore, to maximize the advertisement benefits without violating the public ratio obligations and responsibilities, it proposes enacting flexible regulations on advertisement supervisory mechanism that control the total amount of advertisement daily, restriction and extension of advertisement duration, and infomercial concentration in prime times.
Keywords: Daily Total Amount Control, Prime Time, Deregulation of Supervisory Mechanism, Advertisement Duration, Radio Station