| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 105 === Over-the- top (OTT) video services are delivered via the Internet to terminal users, and due to their nature, they will face numerous legal challenges in the future.OTT video services are subject to different levels of regulation, depending on the country.
China has a strict regulation environment and is set to become the second largest region of OTT TV and video revenues in the world. Letv and iQiyi have the largest number of subscribers and are the top two enterprises in the Chinese OTT video market. This study selected Letv and iQiyi as the subjects for its case study, and focused on the relationship between regulations and the evolution of their business models. The findings from this study are as follows:
1.The Chinese government announced the management of Internet Audioi-Visual on December 20, 2007. It assuared legitimate copyrights, established licensing systems and basic rules of audio and video content. However, only local enterprises are able to having license.
2.The Chinese government announced further guideline for the management of foreign video content on September 2, 2014, which restricted the purchase amount of foreign video content according to limited proportion between foreign and homemade local video content. The guideline emphasized protection of local content, which resulted in significant investment in producing local drama from Chinese OTT enterprises.
3.Letv’s business model changed to an ecosystem of business models that integrated with its services. iQiyi’s business model remains its focus on video content.
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