隨著線性電視影響力下降及串流平台與社群媒體興起，媒體內容的生產、流通與受眾接觸模式已發生結構性轉變。本研究旨在探討非營利宗教媒體如何回應數位匯流與平台化趨勢，並在使命導向與平台邏輯之間尋求平衡。
本研究以好消息電視台（GOOD TV）為單一個案，採質性研究取徑，透過深度訪談、參與觀察與文本分析蒐集資料，並以反思性主題分析進行資料處理。研究以媒介化理論與組織雙元性為主要理論視角，並提出制度化信任機制概念，分析其數位轉型中的內容策略與治理機制。
研究發現，傳統以節目產製與線性播出為核心的運作模式，已難以回應平台化環境中內容碎片化、受眾分流與互動性提升的需求，使組織在數位觸及與核心內容深化之間，面臨資源配置的張力。為回應此一挑戰，本研究提出由「產製優先」轉向「內容循環」的運作思維，並建議建立「內容整合編輯中樞」，以整合跨部門資源、平台數據與內容分發流程。
本研究整合一源多用、COPE（create once, publish everywhere）與內容模組化概念，提出數位內容循環模型，透過分割、交換、重組與再製，說明既有內容轉化為可持續流通與再利用的數位資產的可能。此模型提供兼顧數位觸及、內容深化與使命一致性的治理架構。綜合而言，非營利宗教媒體轉型的關鍵，在於使數位工具服務組織使命，並在核心價值、受眾觸及與組織永續之間維持動態平衡。

The decline of linear television and the rise of streaming and social media have transformed content production, distribution, and consumption. This study examines how GOOD TV, a nonprofit religious media outlet, responded to digital convergence and platformization while balancing its mission and platform logic.
This qualitative study employs in-depth interviews, participant observation, textual analysis, and reflexive thematic analysis. Mediatization theory and organizational ambidexterity provide the main theoretical perspectives, supplemented by the concept of institutionalized trust mechanisms.
Findings indicate that production-centered linear broadcasting no longer meets the demands of fragmented, interactive platform environments, creating tensions in resource allocation between digital reach and content depth. The study proposes shifting focus from content “production” to “circulation,” and recommends establishing an “integrated editorial hub.” The study combines the concepts of one-source multiple use, COPE, and content modularization to develop a content circulation model involving segmentation, circulation, reconfiguration, and reproduction. The model offers a governance framework that aligns digital reach, content depth, mission consistency, and organizational sustainability.

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