Business Model Canvas Analysis of Taiwan OTT TV in Southeast Asia Market：A Case Study of CHOCO TV

• Main Authors: LEE, MENG-JIE, 李孟潔
• Other Authors: SHAN, WEN-TING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/j7dp6m

碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班 === 107 === In the face of the rising demand for online video and audio, a new type of video and audio platform OTT TV has emerged. It has impacted the structure chain of the film and television industry, and changed traditional operation mode of the industry. It has become a new mainstream service for providing film and television entertainment. Taiwan’s OTT TV operators are racking their brains to construct the most effective business model due to the domestic small market size and the fierce competition. As transnational audio-visual platform OTT TV operators enter Taiwan's market one after another and rapidly make Taiwan's market saturated, expanding overseas market, developing the uniqueness and difference of the platform and finding a niche in the overseas market has become an inevitable way for Taiwan operators to survive. As Taiwan's OTT TV operators have different strategic layout for their business models, developing the southward market is by far the most tacit choice for overseas expansion and coincides with the "New Southward Policy" by the government. Observing many platform operators start to enter Southeast Asian market and the industry phenomenon of global Chinese market, this study selects the topic for discussion. It mainly uses in-depth interview to explore Taiwan OTT TV platform operators southward business model in terms of their strategic layout of Southeast Asian market. From the perspective of business model and operators, a case study is conducted to identify the key factors for entering the Southeast Asian market. The projects of Taiwan’s operators in overseas market are also discussed based on the business model canvas theory. It is needed to build a differentiated business model in Southeast Asian OTT TV market. Finally, this paper presents opportunities and development suggestions for Taiwan’s OTT TV operators to expand overseas market. According to the study results, Taiwan’s OTT TV operators can analyze user data, develop key activities with content as a priority, promote packages of the Taiwan’s targeted self-produced dramas and excellent co-produced dramas with key partners to the market to form strategic allies and continuously adjust their southward business models in their overseas market layout according to different culture, languages and consumption habits of different countries. The case study preliminarily discusses the southward strategies of Taiwan’s OTT TV operators, analyzes their opportunities and challenges in Southwest Asian market so as to provide reference and suggestions for overseas market expansion by other operators.