摘要
台灣的有線電視收視觀眾相當熟悉跑馬燈這項功能，各家電視台為了吸引受眾的關注，大量使用跑馬燈，成為台灣的有線電視的特殊的電視奇觀。
1980到1990年初期，社區共同天線與非法的第四台業者陸續出現。由於當時工程建設粗糙，訊號品質穩定度較差，業者藉由跑馬燈方式傳遞公司維修訊息。1993年之後，各家新聞台為了吸引收視戶的收看，紛紛將移動標題文字報導方式置入在各新聞報導中。從此，跑馬燈被大量運用在各家新聞台，直到現在跑馬燈的宣傳方式仍普遍存在各有線電視頻道中。
然而，太多的文字訊息遍佈在電視螢幕四周圍，閱聽人視覺注意力會受到影響。目前跑馬燈的使用存在幾個現象：1. 業者遊走法令邊緣。2. 追求頻道商業利益吸引觀眾。3. 取締違法跑馬燈態度消極。4. 相互競爭下新聞自由無限上綱。5. 收視觀眾被迫與無奈接受。業者除了考量商業競爭，也應該在相關管理規範下適時地使用跑馬燈，管理單位也必須嚴格執行非法的跑馬燈行為，還給收視觀眾一個不受干擾且乾淨的電視鏡面。
關鍵詞：有線電視、跑馬燈、電視鏡面
ABSTRACT
Cable TV viewers in Taiwan are mostly familiar with the feature of news ticker (sometimes referred to as a "crawler"). They are used on every TV station in order to attract the audience's attention. The extensive use of the crawler has become one of Taiwan's cable TV special aspects.
From 1980’s to the early 1990’s, the so-called “Community Antenna” and the illegal cable TV companies (the “4th Channel”) showed up one after another. Due to the rough construction, poor signal quality and stability, the companies passed the message maintenance via the crawler. After 1993, in order to attract audiences to watch their programs, various news stations relocated the news title into the text as the way they reported the news. Since then, crawlers have been widely used in various news stations. The campaigns of crawlers are still commonly used in the cable television channels until now
However, too many text messages across the television screen will affect the audiences’ visual attention. Currently, there are several phenomena of the use of n crawler that need to be discussed: for one, the industry is still on the verge of broken law. Second, the TV companies pursuit of commercial interests to attract viewers. Third, the ban of illegal use of crawler is still in a passive attitude. Fourth, the competition between freedoms of the press has peaked to their exaggeration. Finally, audiences are then helpless and forced to accept such phenomena. Besides the competition in business orientation, the TV industry should consider use the feature of crawler in a self-controlled manner, under related regulation. In addition, the regulation unit should also strictly enforce the “News Ticker Acts” so to give the audience an uninterrupted viewing and clean TV graphics back.
Key words: cable TV; crawler; TV graphics |