A Case Study of Digital TV Diffusion Strategy

• Main Authors: I-LAN Chen, 陳憶嵐
• Other Authors: Lee-Lien Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/33677598618545635126

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 98 === About the development of television industry in Taiwan, the boundary between TV broadcasting and telecom has become more and more unclear. It combines the internet, cable and telecom industries. The TV will get into the era of TV 3.0. The various delivery platforms will be developing the various combinations of digital TV businesses. All these business activities will need high capital requirements. In nowadays, integration will be used by enterprises to expend the scope of economic or to explore the market share. There are many ways of the integration, for example, the vertical or horizontal merge or strategic alliance. From the entire view on the digital development, after switching off the analogy, the so-call “content” will not just be delivered by cable or by broadcasting. Therefore, during this stage of the transformation from analog to digital in Taiwan, this study will focus on the entire digital TV industry and use Documentary Analysis and Case study to approach and focus on cable MSOs (Multiple System Operators), which is running the business on cable TV, internet and the telecom. Try to figure out how to use each communicate channels to make “Digital TV” to be diffused more widely. Accordingly, this proposes of this study were: 1. By the theories of integration and of diffusion, developing the digital TV business and diffusion strategies. 2. By the innovation theory, providing the suggestion of the innovation strategies for several target markets.