The industrial value chain of digital terrestrial television industry in Taiwan

• Main Authors: YI-shiou Tsai, 蔡宜秀
• Other Authors: Hamilton Cheng
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/93167111998503338207

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 93 === The government-planned digitization schedule for Taiwan’s five terrestrial television stations is changing the structure of domestic terrestrial television. The profitable bases of the traditional terrestrial television structures are no longer valid in the digitized environment. Since the terrestrial television stations are symbolic of domestic television structures, this move towards digitization is an important change. It is agreed, amongst those in this field, that the digitization is necessary. However, there is a lack of research and information on the area. Therefore, this paper will investigate the profitable bases for the digitization of Taiwan’s domestic terrestrial television media. This author proposed a model that is unique to the Taiwanese terrestrial television structure based on relevant domestic and international analyses and related studies. On the basis of this model, the author predicted that the profitable bases of this structure depend on actors in the industrial value chain: content provider, content aggregator, service provider, network provider, and consumer facilities provider. Through an in-depth interview of related actors, the information gathered proves the model is valid. Most of the interviewees indicated that the industrial structure is moving towards a horizontal integration as the model proposed by the author suggests. However, some suggested that the industry should stick to the traditional model of vertical management in order to maintain a total television production and management. Through this interview, this author pointed that there are five factors that contribute to the standstill of Taiwan’s terrestrial television structure: unclear definition of a digitized system, a lack of government policies, trend of horizontal integration, and lack of diversified content. In addition, lack of well trained professionals in the industry and are also urgently wanted. In conclusion, the study found that the digital process is hindered, since the industry is prepared –both on the psychological and operation levels- for the arrives of digital age.