| Summary: | 碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 105 === Along with the emergence of OTT service development in modern society, broadcasting rights market in Taiwanese professional baseball industry has changed radically. A broadcasting rights controversy occurred between Chinese Professional Baseball League (CPBL) and international sports agency MP & Silva in 2014. This forced the baseball teams to seek for broadcasters by themselves. At the same time CPBL TV, the first formal OTT service in CPBL, was established, and thereby inspiring the teams to establish their own OTT service.
This research employs the concept of Sports-Media Complex to analyze the impact of OTT service on Taiwanese professional broadcasting rights market. Methods include in-depth interviews and document analysis.
Besides keeping partnership with cable television operators, teams also look for the suitable broadcast partners on the Internet platform. Broadcasting rights fees and the users are their concerns while signing contracts. Unlike cable television operators, OTT service providers are still unable to broadcast on scene..Therefore, OTT service providers can only make a difference by increasing the number of broadcast teams, enriching the content of self-made program and upgrading the platform's additional functions.
To sum up, the role of sports organizations and the media has changed in the structure of Sports-Media Complex. Sports organizations nowadays intend to build their own media channels and platforms, enhancing their ability of autonomy. OTT service providers increase the investment of sports content, and create a sports-based media platform. However, each team’s autonomy and negotiation chips are still limited by their media production abilities.
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