世紀之音.永續發聲

央廣九十年,歷久彌新
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2018 / 11月

文‧李珊瑋 圖‧中央廣播電台


一棵小苗,十年長青,九十春秋,高聳入雲。做為國家電台,也是台灣唯一的國際電台,中央廣播電台(以下簡稱:「央廣」)歷經滄桑,伴隨著國家歷史,寫下輝煌足跡。

廣播的力量,無遠弗屆,是穩定人心的燈塔,是鼓舞起航的風笛。「央廣」以14種語言,乘著聲浪,飛越萬里。90年來,未曾中輟,隨著時代脈動,脫胎換骨。邁入世紀之年,「央廣」與時俱進,用數位影音長駐人心,誓言要為環保議題永續發聲,讓「央廣」傳奇,永不止息。


 

傳奇的世紀之音

漆黑的深夜裡,空中傳來裊裊鄉音,在半睡半醒之際,撫平了多少相思情緒。悠悠近一世紀,「央廣」用14種語言,日升月落,貼近全球每一顆駐守的心靈。

典藏歷史的聲音,是「央廣」重要的使命。時空拉回192881日南京市的黃昏,在那個動蕩飄搖的年代,「央廣」開啟石破天驚的聲音履歷。從國父孫中山奉安大典,到硝煙四起的東北「九一八事件」、淞滬「一二八事件」,每一個中華民國歷史上重要的時間點,「央廣」都沒有缺席。「中央大台怪放送」、「炸不死的重慶之蛙」,這些戰事中的封號,都是「央廣」迎接新世紀,引以為豪的艱苦步履,也是多少「央廣」同仁斑斑血淚的凝聚。

隨著政府遷徙來台,「央廣」肩負著嚴肅的政治使命。「來自台灣的自由中國之聲」,每天向對岸心戰喊話,召喚著無數思變的心靈。在兩岸無法交流的年代,唯有聲波可以飛越萬里,穿透銅牆鐵壁。那親切的台呼,是被阻隔的千萬同胞,日思夜想企盼的精靈。

媒體發聲,創新國際聲譽

回首來時路,彷彿歷經風霜的百年老樹,枝幹上每一道疤痕,都是值得珍惜的軌跡,也是今日轉骨,全然新生的契機。台呼由「自由中國之聲」、「亞洲之聲」到「台北國際之聲」,「央廣」始終以多國語言,深入人心,聽友遍及全球偏遠區域。「這是我們最珍貴的優勢和寶藏之一。」董事長路平驕傲地說。運用這項語言資源,「央廣」義不容辭地搭起新南向的橋梁,也成為逾五十萬新住民的燈塔。

「央廣的資源非常有限,但是我們要發揮以小搏大的槓桿力量。」路平說。憑恃語言的優勢,長期的經營,「央廣」得以深入歐洲各國際廣播電台,洽談具體的互惠合作,增加台灣的能見度。2018927日在台北舉行的「地球倒數,媒體發聲——亞太永續發展國際論壇」,「央廣」在國際言論詭譎多變的時刻,再次刻下劃時代的印記。

「總統蔡英文特別撥冗蒞會指導,表示對我們的鼓勵。」路平謙和的說。2017年在英國參與國際廣播協會(AIB)活動,邀請該協會執行長訪台,種下這項國際論壇的合作契機。「這是AIB首屆『亞太永續發展報導獎』,也是首度在英國以外的國家舉辦頒獎典禮,更是首次和亞洲媒體合辦國際性活動。」在一連串創新紀錄的背後,是「央廣」一脈傳承,勇於挑戰,使命必達的堅毅。「這真的是不可能的任務,我以同仁為傲。」路平說。

跨足影音,破除自我禁錮

「央廣的法定任務,是對國際社會進行『國家新聞及資訊之傳播』,但是從未限定傳播的形態和載體。」201711日再次接掌「央廣」總台長的邵立中,以無比的企圖心,積極推動8年前未竟的轉型工程。「現在網路這麼發達,大家早已習慣使用手機來獲取資訊,除了有聲音,更要有畫面。」走在時代尖端的傳播媒體,如何能故步自封?「我們要充份掌握這項利多,發展影音,用網路跨越國界。」以前瞻的眼光,精準的切入,發揮專業經理人落實執行的氣魄。

「因為早期用短波發送,台灣聽眾沒有辦法收聽到我們的節目。」節目部經理袁碧雯說。網路無國界,這層神秘的面紗,在數位化的今日,早已褪除。取而代之的是用各種即時、專業、活潑、新穎的節目,面對面地牢牢抓住聽、網友。運用隨機選取接收視聽,擴大傳播頻率,也更能掌握優質節目受歡迎的程度。

其實從「亞洲之聲」開始,「央廣」就已經用軟性的節目,贏得無數粉絲的愛護。「我們的新聞性和語言教學節目,都極具特色。」袁碧雯說。2017年「央廣」獎聲不斷,獲得國內外11項提名,抱回5座獎盃。在AIB國際傳媒優異獎中,探討同志家庭議題的「陽光下的彩虹」,贏得廣播類最佳新聞專題獎。不僅是對節目精緻度的肯定,更讓世界看見台灣社會對人權的尊重。

21點聽台灣」不僅獲得52屆廣播金鐘獎「社會關懷節目獎」與「社會關懷節目主持人獎」雙料桂冠,其中「永不回頭」單元,還取得社會光明面新聞報導獎。以人文關懷的角度,真實的呈現出社會高齡化問題,即使是諱莫如深的監獄,也面臨人滿為患的困境。這些鮮為人知的課題,透過廣播的傳遞,啟動社會大眾的關注,恪盡企業社會責任。

在空中結識永遠的家人

「央廣就像一個溫暖的大家庭,我們的家人遍及全球。」路平自然而然地流露出溫柔的眼神。2017年「央廣」大數據顯示,全球聽友的年齡層由1歲到百歲,其中超過66的聽眾居於3060歲間,網頁點閱率超過1.2億,網站參訪逾1,345萬次,顯見「央廣」281個介紹台灣的節目,深受全球中堅世代的歡迎。

「只要那個連結一旦建立,天涯海角都親如家人,永遠不會改變。」路平感性的說。聲音的頻律,是最動人的媚力,聽友熱忱的回應,是支持廣播人無怨無悔,堅守崗位的最大動能。

「央廣」每一位主持人都具有追求極致的職人精神,獨自一人在偌大的錄音室裡,一坐往往就是幾個小時,專注凝神的面對著麥克風侃侃而談,雖然眼前空無一人,卻一點也不孤寂,因為千里之外,正有無可計數,心靈相依的知音在凝神聆聽。熱情的聽友會用各種方式,讓主持人知道他們的忠誠。加入數位影音後,交流更是驚人,光是2017年,聽網友互動就達272萬餘次。

「央廣」聽友會,每一場都賺人熱淚。去年來台的「鮮菇團」,是一群從未謀面的中國大陸聽友,其中最資深的已經收聽28年。因為「聲動美術館」牽起友誼,相約來台。依循節目中介紹的景點,逐一造訪,深度探索台灣的美。

永續發展,即刻行動

「央廣」90週年的核心慶祝活動,是以聯合國宣誓在2030年達成的17項永續發展目標為主軸。「這次的論壇只是一個開端。」路平期許未來能關注其他重要的議題,也是「央廣」永續的願景。

「環保觀念是需要倡議的。」邵立中以家人親身的經歷,說明媒體在這項議題上,有無可推諉的重任。「站在永續的立場,運用網路科技拓展版圖,是一條必須要走的路。」通過工程改革,「央廣」電費支出大幅驟降,不僅節約經營成本,更使節能成效立竿見影,用行動實踐地球永續。

「精彩的內容是我們最重要的核心。」路平始終認為優質的能量,是永續的命脈。「我們會繼續朝向網路化、影音化、多語化的方向努力。」邵立中用堅定的神情,宣示「央廣」邁向下一個10年的目標。去蕪存菁,掌握既有優勢,輔以新科技,發揮最大的傳播效能,「央廣」正以穩健的步伐,自信地邁向新世紀的里程碑。

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近期文章

英文

Radio Taiwan International

Lee Shan Wei /photos courtesy of RTI /tr. by Robert Green

As Taiwan’s national radio station and its only

 international radio broadcaster, Radio Taiwan International has experienced many changes over the course of ROC history and left its own sparkling record of accomplishment.

Radio’s power is unrestrained by distance. It provides a comforting beacon for listeners and a voice that inspires. Through its broadcasts in 14 languages, RTI reaches audiences around the globe. It has been broadcasting for nine decades, yet has managed to keep pace with the times. Today it uses digital audio and visuals to inform listeners and is committed to covering environmental issues.

 


 

Voices in time

An important mission for RTI is to house a collection of voices from history. The station began broadcasting from the then ROC capital of Nan­jing at dusk on August 1st, 1928, during a time of momentous political turbulence, and offered listeners a bold new voice. From then on, RTI covered every major event in the Republic of China’s history.

After the ROC government withdrew to Taiwan, RTI assumed overt political responsibilities, becoming the voice of “Free China” from Taiwan. Its daily broadcasts were aimed at the Chinese mainland, where they sought to win hearts and minds.

Building a global brand

From the beginning RTI broadcast in multiple languages, winning it listeners the world over. “This is one of our greatest advantages and most precious assets,” the current RTI chairperson, Lu Ping, says with pride. RTI is now relying on those linguistic resources to build bridges to Southeast Asia and to broadcast to Taiwan’s 500,000 Southeast-Asian immigrants.

“Our resources are extremely limited, but we have been able to leverage our strengths,” Lu says. Relying on its language capabilities and its many years of experience, RTI has been able to establish relationships with radio broadcasters in Europe that help enhance Taiwan’s visibility internationally. On September 27th, 2018, the International Conference on Achieving Sustainability in the Asia-Pacific was held in Tai­pei, and RTI made an impression at the international media gathering.

“President Tsai Ing-wen made time to attend the event to express support for RTI,” Lu says with modesty.

In 2017 RTI representatives attended an event hosted by the Association for International Broadcasting in the United Kingdom, where they invited the AIB’s chief executive to visit Taiwan to set the stage for the international sustainability conference. “This was the first time the AIB bestowed its Asia‡Pacific Sustainability Awards, the first AIB awards ceremony to be held outside of the UK, and the first time that the AIB cohosted an international event with an Asian media organization,” Lu says.

These successes were the result of RTI’s courage to meet new challenges and its unflagging persistence. “This is a momentous achievement, and I’m so proud of my colleagues,” Lu says.

Changing with the times

“RTI is officially tasked with disseminating news and information about Taiwan to the international community, but has never been restricted in how it does that,” says RTI president Shao Li-­chung. Since beginning his second term as RTI president on January 1st, 2017, Shao has undertaken an ambitious plan to transform the station. “Online news is so prevalent now that people are used to gathering information from their mobile phones. Our broadcasts must rely as much on visuals as on sound.”

If broadcasters want to remain on the cutting edge, they must adapt. “We need to take the bull by the horns and develop better audiovisuals and use the Internet to reach an international audience,” Shao says.

In 2017 RTI was nominated for 11 national and international awards and returned with five prizes. A special report on gay families titled “Rainbows in the Sunlight, Lesbians’ Children in Taiwan” won an award for best broadcast news feature at the 2017 AIB Media Excellence Awards. It was an affirmation of the excellence of the program and showcased the importance of human rights protections in Taiwan.

At the 2017 Golden Bell Awards, Taiwan’s equivalent of the Emmys, RTI’s 21:00 Taiwan won first place in the Social Care Program Award and Social Care Award Host categories. The program’s report “Listening to Incarcerated Seniors,” an examination of aging, had previously won a Brighter Society Journalism award for radio coverage, in 2014. It presented a compassionate investigation of the complexities of aging in the rarely discussed environment of our overcrowded prisons.

A community in the airwaves

“RTI is like a big happy family, with members spanning the globe,” says Lu Ping.

A major survey conducted in 2017 by RTI showed that the audience ranges in age from 1 to 100, with more than 66% between the ages of 30 and 60. The RTI site was visited more than 13.45 million times in 2017, and amassed more than 120 million page views, indicating that RTI’s 281 programs introducing Taiwan have found a wide audience around the world.

“Once a relationship is established with a global audience it will last a lifetime,” says Lu Ping with feeling.

Radio broadcasts seem to elicit the most heartfelt responses from listeners, who come to know the broadcasters and show great loyalty to the programs. Yet after the introduction of digital audio and video, the response has been even more astonishing. In 2017 alone 2.27 million listeners interacted with RTI’s programs.

RTI fan group events regularly show high levels of excitement. Members of one mainland Chinese fan group known as the “Fresh Mushrooms” visited Taiwan last year. The members had never met before, and some of them had been listening to RTI for up to 28 years. The group contacted the host of RTI’s Stories Behind the Art, who encouraged them to visit Taiwan; after arriving they visited many of the sites introduced by RTI programs, thus becoming more familiar with the island’s many wonders.

Action for a sustainable future

The conference held for RTI’s 90th anniversary addressed the topic of the UN’s 17 Sustainable Development Goals, the target date for which is 2030. In the future, according to Lu Ping, RTI will also focus on other important issues in line with its vision for its own sustainable future. “This is just the beginning,” she says.

Environmental awareness must be cultivated, and RTI president Shao Li-chung knows from personal experience that the media has a major role to play. “Networking technology will be vital in achieving these goals,” he says. Technological innovation has significantly lowered RTI’s own electric bills, not only cutting operating expenses but also setting an example in terms of reduced energy use, thus putting the ideal of sustainability into ­action.

“When it comes to our programming, high-quality content is king,” Lu Ping says. And she believes that quality content is the key to continued success.

“We will continue to make use of the power of the Internet, audiovisuals, and multilingualism,” says Shao Li-chung.

With a resolute look Shao proclaims that RTI is marching boldly toward another decade of success by adjusting to new challenges, relying on tried-and-true strategies, upgrading technology and reaching new levels of effectiveness. RTI is confidently pressing toward accomplishments for a new age.

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