| Summary: | 碩士 === 大葉大學 === 工業關係學系碩士班 === 92 === Domestic TV stations will begin digital broadcasting, and Chung Hwa Telecom. has continued delivering interactive TV services (Multimedia On Demand). Facing the coming of this kind of grand media wave and .rapid development of digital broadband technology, cable TV, information and telecommunications industries will no longer play sole role individually as program distributor, computing supporter and network suppler. They will play various and multitude roles.
Interactive TV is a new media convergence combining broadband network, interactive technology and traditional TV. To the information, communications and traditional media industries, they collect the merits of computing and networking. The upcoming high quality audio-video technology of interactive TV will give audience a refreshing AV enjoyment. In the near future, the TV emphasizing interactive expertise will become family entertainment and information center. It motivates the development of media, telecommunications, information, broadcasting technique, digital content and services, and becomes an emergent industry.
AHP quantity research and qualify research (essay study and depth conversation) are adopted as the research tools of this study. It explores the influencing elements about future development of interactive TV market in Taiwan.
This study discovers that, after years of open market competition and the results of cross media and industry; four in ten elements probably influencing future development of interactive TV market in Taiwan are connected with consumer (payment, product, service function and the transfer of watching habit).
This study gives the interactive TV operators the following suggestions:
1.enhance planning and advertising strategy of custom
marketing activities.
2.precisely acquire information of requirement and custom
behavior of interactive TV market.
3.market differentiating can acquire market opportunity
effectually and promotes interactive TV business.
4.supply interactive platform and create win-win outcome.
At last, suggestion to the authority is: to play a more active and promotive role.
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