| Summary: | 碩士 === 慈濟大學 === 傳播學系碩士班 === 107 === According to the statistics of the 2nd quarter of 2018, the National Communications Commission (NCC) showed that the total number of households in the country was 8,686,300, the penetration rate of cable TV services was 59.37%, and the number of set-top box (STB) subscribers was 5,156,800. The rate is 99.7%. The government has been striving to promote the digitalization policy of cable TV for many years. The number of STB subscribers in Hualien County has increased year by year. Although the penetration rate has reached 92.36%, it is still the lowest in Taiwan, only higher than the outlying islands of Kinmen and Lianjiang County. Compared with the national STB subscriber penetration rate, it still has not reached the policy target of 100%. The digitalization of cable TV in Hualien County has reached 100 in the third quarter of 2018 through the efforts of the operators, viewers and the government. The digital policy project is completed one year earlier than the end of 2019 requested by the NCC. (Source: National Communications Commission website)
Based on Ram and Sheth’s innovative resistance theory, this study explores the process of promoting the installation of STB from both the perspectives of cable operators and viewers. In terms of cost considerations, in the process of promoting digitalization in the remote areas, the attitude of taking a wait-and-see attitude was adopted at the beginning, and the viewers also resisted the movement of the machine-mounted boxes because of the change of habits. In terms of government policies, in order to make the cable The TV industry can actively digitize and formulate the “reward” and “punishment” methods to provide equipment subsidies for the set-up boxes and related digitalization procedures. The penalty part is the cable TV evaluation once every 3 years and the nine-year license renewal. They are required to the cable TV stations to cooperate with the digitalization work, and the digitalization work is listed as the key point for evaluation and license renewal.
The research of Hualien cable TV stations promote set-top boxes in remote districts from both the perspectives of Cable TV stations and viewers, and to explore the innovative resistance theory generated by the digitalization in the remote areas. The various resistances of users, the study found that when the viewers use the innovative use of the set-top boxes, they will initially resist the change of the status quo, resist installation, and get used to maintaining the status quo, but because of the improved viewing quality after installing the STB, the viewers are willing to change the viewing habits, accept and adopt new technology, Hualien cable TV operators overcome the obstacles and overcome the obstacles in the government policy pressure and subsidy, complete the goal of comprehensive digitalization, the development of the STB towards the diversification is the industry, local government, the expectation of the agency and the audience.
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