The Development Direction of Value-Added Services in Taiwan’s Terrestrial Broadcasting Companies

• Main Authors: JuLan Wang, 王如蘭
• Other Authors: 陳清河
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/dvzy93

碩士 === 國立政治大學 === 廣播電視學系 === 90 === In recent years, due to the progress in digital technologies, the convergence between industries, and the springing up of the broadband network, Taiwan’s Terrestrial Broadcasting System become one of the major broadband accesses to information and entertainment content from home. The emerging new valued-added services they provide could thrive in areas such as digital TV broadcasting, interactive TV, data broadcasting, and Internet information retrieval. In the new competitive market, to provide valued-added services the user want and make them satisfied become the key of the success. The objectives of this research are: (1) to reconsider the development direction of value-added services and applications in Taiwan’s Terrestrial Broadcasting Companies over Internet and DTV; (2) to make a strategic plan for the management of Taiwan’s Terrestrial Broadcasting Companies. This paper is based on following data: literature review, secondary industry information and in-depth interview with management personnel in order to construct an analytic framework and make proper conceptualization. There are six major observations in this study: 1.Deploying broadband communications infrastructure as soon as possible let the various cooperative industries to incorporate the new digital platform. 2.Because both content and network are not the only choices in the broadband era, we have to put emphasis on modification design of producing content and database to make the services available anywhere. 3.Each platform has its own identity; the scheme of the valued-added services over Internet is to provide video on demand, customized content, and search services. The other services over Digital Terrestrial TV Broadcasting are to provide mobile service, Internet access, data broadcasting, and interactive TV services. Therefore, the provision of user oriented content and services shall be the key for making strategic plans in the media industry. 4.Save and re-establish core resources and capability to remain the industry’s predominance. 5.In digital era, the market is emerging as a sort of “Co-petition”, a mutual but not substitute relationship. Taiwan’s Terrestrial Broadcasting Companies have to establish the cooperative relationships with other industries to reach the synergy as expected. 6.Due to the progress in digital technologies, digital TV has become an emerging multimedia communications vehicle that will be one of the major broadband accesses to information and entertainment content from home. Traditional terrestrial broadcasting companies must restructure their organizations to keep the development in digital era.