| Summary: | 碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 99 === The switch over from analogue to digital cable television in Taiwan has been in the process over 10 years, but the digital cable television has penetrated only 7.7% of Taiwan TV households by the end of 2010. This rate lags its peers comparing with the rate of digital penetration in markets such as United States, (100%), Hong Kong(100%), Singapore(100%) and UK(92.5%).
The aim of this study is to seek and explain how and why digital cable television diffuses slowly and this study adopts the theory- Diffusion of Innovations as research framework.
To clarify bottlenecks and difficulties among digital cable television switch over and take-up, this study collects and reviews related literatures. Futhermore, data was collected by interviewing top managements of cable television, the media industry and digital TV users in the perspectives of innovation, techology, management, regulatory and user experience.
The results indicate that: Digital Switch is not the end but parts of a process of product and technology development to enhance industrial competitiveness of CATV. Digital Switch needs to bulid a healthy industrial environment with coherent & clear policy and sufficient & pluralistic contents together; moreover, consumer needs more communication and channels to have correct cognitive of digital cable television.
Based on the results as above, this research suggests that: Cable operators should provide new digital services and applications to face new media (WebTV etc.) emerging. Government needs to take responsibilities to play a leading role of digital swith over building a stable environment with coherent and clear policy. Besides, government helps the content operators to offer sufficient & pluralistic HD contents including funds, expert training and marketing. Operators and government have to get consumers more channels to feel and use digital TV and know the value of digital cable television.
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