| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 95 === The audience chooses cable-television system rather than wireless-television one due to the shaky signal-receiving weakness and less channel choices of wireless television system. Because of the mergence and competition in market, the monopolization tendency was unavoidable in cable-television industry. The right of audience thus became a controversial issue worth noticing. Since 1995, surveys on cable-television audience satisfaction were frequently conducted based upon different evaluation standards and questionnaire variables.
This research focused its analytical perspectives mainly on cable television audience behaviors, channel program contents, watching fees, service of cable television, and the community participation of cable television corporations. Kuo-Sheng Cable Corporation and Da-Yang Cable Corporation in Chia-yi county were chose as study cases in this research, with valid 1128 responding questionnaires out of total 2000 ones. The survey was conducted with assistance from township offices, household registration offices, and land offices in Chia-yi county. Elementary schools in Chy-yi county also provided these survey questionnaires to students’ parents. Therefore, the credibility of sample representation, with a return rate of 76.5 percent, was very high.
This research found that popularity rate of cable-television was approximately more than 80 percent, which indicating an extremely high demand of cable programs in Chia-yi county. In audience’s behavior, one-forth of residents in Chia-yi spent 4 hours a day watching cable-television programs and had an obvious preference to their top-ten favorite channels and television programs. After the adoption of cable-television channel readjustment policy, more than half audience felt more convenient when choosing cable channels, only 10 percent audience felt inconvenient.The survey result showed that the channel-readjustment policy was very successful. In program satisfaction perspective, audience felt satisfied in the field of the number of cable channels, cable programs, and the sequence of channel while unsatisfied at program contents, cable commercial quality, numerous commercial channels, program repetition, rolling television commercials.In customer service perspective, there was still room for improvement. In watching fees perspective,the audience of Kuo-Sheng Cable Corporation obviously felt more unreasonable about the fee paid for cable channels, NT. 570 dollars per month, than those of Da-Yang did.As to the issues of reasonable fees acceptance and differentiating price-taking system,there was no obvious difference between the attitude of Kuo-Sheng’s audience as well as that of their Da-Yang counterparts. In the perspective of cable corporation community participation, audience felt unsatisfied at cable corporation’s lack initiatives in understanding customer’s demand. Finally, in cable-television digitalization perspective, both Kuo-Sheng and Da-Yang’s audiences had a negative attitude toward paying extra charges for the television digitalization system. Besides, most audience had no idea about the official policy of digitalization of cable-television system in 2010.
The result of this research provided valuable information to County Government when making cable-television policies and evaluating. In addition, this research also offered suggestions to cable television corporations in their future marketing, customer services, and channel program arrangement.
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