本研究以某台 自製體育新聞為個案場域，在數位匯流與多平台分發的產業壓力下，深入探討媒體資產管理系統（ Media Asset Management, MAM）如何從理想中的「數位大腦」淪為實務操作上的「效率瓶頸」。透過深度訪談與參與觀察 並深度訪談11 位 涵蓋產製流程各 個 環節 的 關鍵角色 揭示了隱藏在技術規格背後， Metadata 治理缺失 和 組織協作斷裂的深層結構問題，並反思工程本位思維 如何與第一線使用者需求 之間的斷裂 。
本研究發現 導致系統效能不彰 有 三大層面的 問題 在技術設計層面，系統缺乏適應體育賽事特性的結構化 Metadata（如缺乏同義詞對照、模糊搜尋 而 且未導入自動化標註工具，導致檢索效率低落。在組織流程層面，缺乏跨系統整合（ API）與資安隔離政策造成的斷裂，使 工作者 發展出使用個人硬碟等「替代機制」，形成資訊孤島。在管理與文化層面，存在巨大的認知落差 管理 層將系統視為「成本中心」而並非「效率中心」，因此忽略了系統 的 被動 所衍生的龐大隱性成本，而默許了 替代 行為的制度化。
針對上述困境，本研究參照國際案例，提出「從數位倉庫邁向智慧中樞」的轉型， 研究主張未來的 MAM 系統必須具 備 AI 賦能 的特質，包括自動化 Metadata 提取、語意搜尋與工作流自動化。同時，組織應建立跨部門的 數位資產治理小組 落實Metadata 規範 、 建立跨部門溝通工作坊、製作系統指引手 冊， 將隱性知識顯性化， 以及透過開放 API 實現系統互通 。 只 有打破工程本位，建立以「 內容治理 」 和 「 協作思維 」 為導向的組織文化， 電視台才能真正釋放數位資產的潛力，實現內容的一源多用和 商業價值極大化。

This study uses TV Sports Channel as a case study to explore how the Media Asset Management (MAM) system, under the pressure of digital convergence and multi-platform content production, devolved from an ideal "Digital Brain" into a practical "efficiency bottleneck." Through participant observation and in-depth interviews with 11 key roles covering every stage of the production workflow, the research reveals deep structural problems hidden behind technical specifications: specifically, the failure of Metadata governance and the breakdown of organizational collaboration. It further reflects on the disconnect between the engineering-centric mindset and the needs of frontline users.
The study identifies three major levels of problems leading to poor system performance. In terms of technical design, the system lacks structured Metadata adapted to the characteristics of sports events (e.g., missing synonym mapping and fuzzy search) and lacks automated tagging tools, resulting in low retrieval efficiency. In terms of organizational processes, the lack of cross-system integration (API) and strict security isolation policies have forced workers to develop "alternative mechanisms"—such as using personal hard drives—creating information silos. At the management and cultural level, a significant cognitive gap exists; management views the system as a "cost center" rather than an "efficiency center." Consequently, they overlook the massive hidden costs caused by the system’s passivity and tacitly allow the institutionalization of avoidance behaviors.
Addressing these dilemmas, this study references international cases to propose a transformation from a "digital warehouse" to a "smart hub." The study argues that future MAM systems must possess AI-enabled features, including automated Metadata extraction, semantic search, and workflow automation. At the same time, the organization should establish a cross-departmental digital asset governance group to implement Metadata standards, establish cross-departmental communication workshops, produce system guidelines, make tacit knowledge explicit, and achieve system interoperability through open APIs. Only by breaking the engineering-centric approach and establishing an organizational culture oriented towards "content governance" and "collaborative mindset" can the TV station truly unleash the potential of digital assets, achieving multi-use of content and maximizing commercial value.

工商時報（2025年3月4日）。〈凱擘大寬頻寬頻用戶滲透率達70％，祭出有線電視用戶限定599元全家上網吃到飽〉，《工商時報》。
https://www.ctee.com.tw/news/20250304701005-430502
中央通訊社（2025年4月2日）。〈去年第4季有線電視戶數435萬探新低 NCC提3面向因應〉，《中央通訊社》。
https://www.cna.com.tw/news/afe/202504020242.aspx
中央通訊社（2025年10月2日）。〈AWS攜手NBA用AI強化觀賽體驗　即時資料解讀場上局勢〉，《中央通訊社》。
https://www.cna.com.tw/news/aspt/202510020065.aspx
中嘉集團（2024年5月7日）。〈中嘉集團雙利多發酵 2024年第一季寬頻用戶年成長率5%〉，《中嘉集團》。https://www.homeplus.net.tw/cable/content/new-list/97
李俊筠（2005）。《台灣公共電視集團跨平台新聞產製系統建置之研究》。世新大學傳播研究所碩士論文。
吳文萍（2013）。《電視台影音數位資產之內容管理分析》。國立臺灣師範大學碩士論文。
奇摩新聞（2022年11月24日）。〈P. League+「秒剪精華」的秘密武器！3人新創Spot，怎麼讓一顆精采好球紅爆社群？〉，《Yahoo! News.》。
https://tw.news.yahoo.com/p-league-E7%A7%92%E5%89%AA%E7%B2%BE%E8%8F%AF-%E7%9A%84%E7%A7%98%E5%AF%86%E6%AD%A6%E5%99%A8-3%E4%BA%BA%E6%96%B0%E5%89%B5-074938976.html
侯銘罡（2008）。《數位匯流下無線電視台之競爭優勢分析與經營策略初探—以民視電視台為例》。元智大學資訊傳播學系碩士論文。
高振鈞（2020）。《以科技接受模式和資訊系統成功模式探討跨媒體收視行為之研究》。國立臺灣師範大學碩士論文。https://doi.org/10.6345/NTNU202001069
國家通訊傳播委員會（2024）。《113年通訊傳播市場報告》。國家通訊傳播委員會。https://www.ncc.gov.tw/chinese/files/25010/5023_50999_250102_1.pdf
張萬成、楊美雪（2006）。〈媒體資產管理系統在電視製作的整合〉，《圖文傳播學報》，6，33–53。ttps://doi.org/10.6230/GACJ.200612_(6).0001
賈君枝、梅玥（2020）。〈BBC 關聯資料實現研究〉，《數字圖書館論壇》，(9)，18-23。
賴逸芳、林韋葳（2019, March）。《電視，然後呢？觀察跨媒體環境新模式 [Television,and then? Observing new cross-media environment models]》，財團法人台灣經濟研究院研究二所。http://www.stba.org.tw/download/communicationworkshop/1080328.pdf
蘇文彬（2017年2月9日）。〈年底國內有線電視拼全面數位化〉，《電週文化事業》。https://www.ithome.com.tw/news/111852
Amoako-Gyampah, K., & Salam, A.F. (2004). An extension of the technology acceptance model in an ERP implementation environment. Information &Management, 41(6), 731-745. https://doi.org/10.1016/j.im.2003.08.010
Amoako-Gyampah, K. (2007). Perceived usefulness, user involvement and behavioral intention: an empirical study of ERP implementation. Computer in Human Behavior, 23(3), 1232-1248. https://doi.org/10.1016/j.chb.2004.12.002
Baca, M. (2016). Introduction to Metadata. (3rd ed.). Getty Publications.
http://www.getty.edu/publications/intrometadata.
Bates, M. J. (1989). The design of browsing and berrypicking techniques for the online search interface. Online Review, 13(5), 407-424. https://doi.org/10.1108/eb024320
Baumgartner, J. (2017, January 9). Going Deep With Metadata. Broadcasting & Cable.
https://www.netxttv.com/news/going-deep-metadata-162285
Berners-Lee, T., Fielding, R. T., & Masinter, L. M. (2005, January). RFC 3986: Uniform resource identifier (URI): Generic syntax. IETF Datatracker.
https://datatracker.ietf.org/doc/html/rfc3986
Borgman, C. L. (2014, February 3-6). Big data, little data, no data: Scholarship in the networked world. Melbourne convention & exhibition centre Brown, O., Smith, L. G. E., Davidson, B. I., & Ellis, D. A. (2022). The problem with the internet: An affordance-based approach for psychological research on Networked Technologies. Acta Psychologica, 228, 103650.
https://doi.org/10.1016/j.actpsy.2022.103650
Burton-Jones, A., & Hubona, G. S. (2006). The mediation of external variables in the technology acceptance model. Information & Management, 43(6), 706–717.
https://doi.org/10.1016/j.im.2006.03.007
Caplan, P. (2013). Metadata Fundamentals for All Librarians. Indiana Pub.House.
Coles, M. (2025, March 11). The business case for story-centric reporting. Dalet.
https://www.dalet.com/blog/business-case-story-centric-reporting/
Creswell, J. W., & Clark, V. L. P. (2018). Designing and conducting mixed methods research. (3rd ed.). Sage.
DAMA International. (2017). The DAMA Guide to the Data Management Body of Knowledge. (2nd ed.). Technics Publications.
https://www.ctee.com.tw/news/20250304701005-430502
Davis, F. D., & Venkatesh, V. (2004). Toward preprototype user acceptance testing of new information systems: implications for software project management. IEEE
Transactions on Engineering Management, 51(1), 31-46.
https://Doi.org/10.1109/TEM.2003.822468
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
Duval, E. (2001). Metadata Standards: What, Who & Why. Journal of Universal Computer Science, 7(7), 591-601. https://doi.org/10.3217/jucs-007-07-0591
Duval, E., Hodgins, W., Sutton, S., & Weibel, S. (2002). Metadata Principles and Practicalities. D-Lib Magazine, 8(4). https://doi.org/10.1045/april2002-weible
EIDR. (2025, May). The Universal Media Identifier. https://www.eidr.org/implementations/
El‐Sherbini, M., & Klim, G. (2004). Metadata and cataloging practices, The Electronic Library, 22(3), 238-248. https://doi.org/10.1108/02640470410541633
European Broadcasting Union. (2020, April). EBU core metadata set V.1.10, EBU Technology & Innovation. https://tech.ebu.ch/publications/tech3293
Feathermana, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474. https://doi.org/10.1016/S1071-5819(03)00111-3
Feigenbaum, L. (2012, October 29). BBC’s adoption of Semantic Web Technologies: An interview. CMSWire.com. https://www.cmswire.com/cms/information-management/bbcs-adoption-of-semantic-web-technologies-an-interview-017981.php
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Inexperience and experience with online stores: the importance of TAM and trust. IEEE Transactions on Engineering Management, 50(3), 307-321, https://doi.org/10.1109/TEM.2003.817277
Gefen, D. (2004). What Makes an ERP Implementation Relationship Worthwhile: Linking Trust Mechanisms and ERP Usefulness. Journal of Management Information Systems, 21(1), 263-288. https://doi.org/10.1080/07421222.2004.11045792
Gibson, J. J. (1979). The ecological approach to visual perception.
https://daughtersofchaos.files.wordpress.com/2014/05/gibson_occluding-edge_1979.pdf
Gilliland, A. J. (2008). Setting the stage. Introduction to metadata, (2rd ed.)., 1-19.
Greenberg, J. (2009). Encyclopedia of Library and Information Sciences. (3rd ed.). CRC Press. http://dx.doi.org/10.1081/E-ELIS3-120044415
Heath, T., & Bizer, C. (2011). Linked Data: Evolving the Web into a Global Data Space. Morgan & Claypool Publishers
Horton, R. P., Buck, T., Waterson, P. E., & Clegg, C. W. (2001). Explaining Intranet use with the Technology Acceptance Model. Journal of Information Technology, 16(4), 237-249.
https://doi.org/10.1080/02683960110102407
Huang, L., Lu, M. T., & Wong, B. K. (2003). The Impact of Power Distance on Email Acceptance: Evidence from the PRC. Journal of Computer Information Systems, 44(1), 93-101. https://doi.org/10.1080/08874417.2003.11647556
Igbaria, M., Pavri, F. N., & Huff, S. L. (1989). Microcomputer applications: An empirical look at usage. Information & Management, 16(4), 187-196.
https://doi.org/10.1016/0378-7206(89)90036-0
IMF UG. (2025, May). Explainer: Interoperable master format . IMF UG.
https://www.imfug.com/explainer/imf-explainer-en/
ISAN. (2025, May). What is ISAN? https://www.isan.org/about/#what_is_isan
Jaillant, L. (2022). Archives, access and artificial intelligence: Working with born-digital and digitized archival collections. transcript.
https://doi.org/10.14361/9783839455845
Kogkitsidou, E. & Roche-Dioré, A. (2021, May 25). Implementing a new data representation model to unscramble data at INA.
https://tech-qual.ebu.ch/publications/implementing-a-new-data-representation-model-to-unscramble-data-at-inatech-qual.ebu.ch
Leichtman Research Group, Inc. (2024, March). Research notes 1Q 2024.
https://leichtmanresearch.com/wp-content/uploads/2024/03/LRG-Research-Notes-1Q-2024.pdf
Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal Access in the Information Society, 14(1), 81-95.
https://doi.org/10.1007/s10209-014-0348-1
McKeen, J. D., & Smith, H. A. (2015). Information Technology in the Public Sector: Reusability and Knowledge Sharing. MIS Quarterly Executive, 14(2), 99-110.
Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
Napoli, P. M. (2011)  Audience evolution: New technologies and the transformation of media audiences. Columbia University Press.
Nielsen, J. (1993). Usability engineering. Morgan Kaufmann an imprint of Academic Press, a Harcourt Science and Technology Company.
Norman, D. (2013). The design of everyday things: Revised and expanded edition. Basic Books.
Norman, D. A. (1999). AFFORDANCE, conventions, and design. Interactions, 6(3), 38–43.
https://doi.org/10.1145/301153.301168
Owl. (2012, November 11). OWL - Semantic Web Standards. https://www.w3.org/OWL/
Padilla-Meléndez, A., del Aguila-Obra, A. R., & Garrido-Moreno, A. (2013). Perceived playfulness, gender differences and technology acceptance model in a blended learning scenario. Computers & Education, 63, 306–317.
https://doi.org/10.1016/j.compedu.2012.12.014
Pape, R. (2004). Advanced Broadcast Solutions- Media Asset Management. Broadcast.
Patton, M. Q. (2002). Qualitative Research and Evaluation Methods. (3rd ed.). SAGE.
Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
PricewaterhouseCoopers. (2023, July). Global Entertainment and Media Outlook 2023–2027.
PwC. https://www.pwc.com/id/en/pwc-publications/industries-publications/telecommunications-media-technology/global-entertainment-media-outlook-2023.html
Pringle, P. K., Starr, M. F., & MacCavitt, W. E. (1999). Electronic Media Management. (4rd ed.). Focal Pr.
RDF Working Group. (2014, February 25). RDF. RDF - Semantic Web Standards. https://www.w3.org/2001/sw/wiki/RDF
Riley, J. (2017). Understanding Metadata: What is Metadata, and what is it for? National Information Standards Organization (NISO).
Saraiya, S. (2025). Revolutionizing media asset management through automated metadata enrichment. International Journal of Computer Engineering and Technology, 16(1), 34-44. https://doi.org/10.34218/IJCET_16_01_004
Shih-Fu Chang, T. Sikora and A. Purl, (2001, June). Overview of the MPEG-7 standard, IEEE Transactions on Circuits and Systems for Video Technology, 11(6), 688-695,
https://doi.org/10.1109/76.927421.
Shneiderman, B., & Plaisant, C. (2010). Designing the user interface: Strategies for effective human-computer interaction. Morgan Kaufmann.
Shoemaker, P. J., & Reese, S. D. (1996). Mediating the Message: Theories of Influences on Mass Media Content (2nd ed.). Longman.
SMTPE. (2016). EG 40:2016 - SMPTE engineering guideline: Conversion of time values between SMPTE ST 12-1 time code, MPEG-2 PCR time base and absolute time [Engineering guideline]. SMPTE.
SMPTE 380M. (2004, September 22). SMPTE Standard for Television-Material Exchange Format (MXF)-Descriptive Metadata Scheme-l (Standard, Dynamic). The Society of Motion Picture and Television Engineer.
SMPTE. (2019, November 28). SMPTE ST 377-1:2019- Material Exchange Format (MXF) – File format specification. https://pub.smpte.org/latest/st377-1/st377-1-2019.pdf
Sony. (2017, September 15). Sony shows how its customers can reach more audiences with cloud production at IBC. Sony. https://www.sony.eu/presscentre/1237495207053
Stellin, S. (2001, April 23). CNN video archives to become digital database. The New York Times. https://www.nytimes.com/2001/04/23/business/media-cnn-video-archives-to-become-digital-database.html
Straub, D., Keil, M., & Brenner, W. (1997). Testing the technology acceptance model across cultures: a three country study. Inf. Manage, 33(1), 1–11.
https://doi.org/10.1016/S0378-7206(97)00026-8
Svenonius, E. (2000). The Intellectual Foundation of Information Organization. MIT Press.
Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive Science, 12(2), 257–285. https://doi.org/10.1016/0364-0213(88)90023-7
Szajna, B. (1996). Empirical Evaluation of the Revised Technology Acceptance Model Management Science, 42(1), 85–92. http://www.jstor.org/stable/2633017
Taylor, S., & Todd, P. (1994). Understanding Information Technology Usage: A test of competing models. Queen’s University, School of Business, Research Program.
Thompson, R. L., Higgins, C. A., & Howell, J. M. (1991). Personal computing: Toward a conceptual model of utilization. MIS Quarterly, 15(1), 125–143.
https://doi.org/10.2307/249443
Treem, J. W., & Leonardi, P. M. (2012). Social media use in organizations: Exploring the affordances of visibility, editability, persistence, and association. Communication Yearbook, 36, 143-189. https://doi.org/10.1080/23808985.2012.11679129
https://doi.org/10.2307/30036540
Van Tassel, J. M. (2002). Centralizing Broadcast Operations: Models, Rationales, Case Studies. National Association of Broadcasters.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Wactlar, H.D., Christel, M. G., Yihong Gong, & Hauptmann, A. G. (1999). Lessons learned from building a Terabyte Digital Video Library. Computer, 32(2), 66–73.
https://doi.org/10.1109/2.745722
Weibel, S., Kunze, J., Lagoze, C., & Wolf, M. (1998). Dublin Core Metadata for Resource Discovery. https://doi.org/10.17487/rfc2413
Whitman, M. E., & Mattord, H. J. (2017). Principles of Information Security (6th ed.). Cengage Learning.
Wilson, T.D. (1999). Models in information behaviour research. Journal of Documentation, 55(3), 249-270. https://doi.org/10.1108/EUM0000000007145
Wilson, S. (2023). The importance of meaningful Metadata for video archives and Media Asset Management. Journal of Digital Media Management, 11(2), 151-160.
https://doi.org/10.69554/hkvu3130
Winslow, G. (2013, June 17). Broadcasters findingmam knows best. Broadcasting & Cable.
https://www.nexttv.com/news/broadcasters-findingmam-knows-best-50079
Winslow, G. (2013). Building a Better Metadata Mousetrap. Broadcasting & Cable – Multichannel News, 143(27), 36.
Winslow, G. (2025, November 26). Vizrt launches viz One 8.1 with ai-powered features. TV Tech. https://www.tvtechnology.com/news/vizrt-launches-viz-one-8-1-with-ai-powered-features
Wu, K., Zhao, Y., Zhu, Q., Tan, X., & Zheng, H. (2011). A meta-analysis of the impact of trust on technology acceptance model: Investigation of moderating influence of subject and context type. International Journal of Information Management, 31(6), 572-581.
https://doi.org/10.1016/j.ijinfomgt.2011.03.004.