This multiple-case study aims at examining the strategies of weblog management of television stations in Taiwan. The researcher interviewed IT/web managers and publicists, and analyzed the contents and features of four TV weblogs. This study found the content and management strategies of Taiwan’s TV blogs were in their infancy. There were positioned as subsidiary web services, these blogs were used mainly to publicize programs and artists, and partially to enhance customers’ relationships. The study found that artist blogs that featured personal stories and interacted with fans were very popular and suggested that promotional and program blogs have to improve their interactivity and enhance their functions of conversational writing for future development. To recruit bloggers and enrich the contents, this study suggested the TV stations could adopt mediation strategies, like compulsory adoption, encouragement, or competition. By using Cho and Huh’s ( 2007) relational maintenance framework to examine the TV blogs’ features showed that these TV weblogs were insufficient in blog policy setting (assurance), accessibility to company representatives and decision making processes (access), and content updating (sharing tasks).
