再探台灣有線電視市場集中度（柯舜智、莊春發，2009）

20081
149-192
2007 8 20 2007 11 27
* e-mail: scketw@gmail.com
e-mail: cfchuang@just.edu.tw
149
2008 1
HHI 1,400
HHI 8,084
150
2005 1
2 15 2 38
50%
2004 93
78.5% 3 90%
Carlyle Group
MBK Mobitek Communication Corp.
4
20062005: 271
monopoly power
oligopolymonopoly
151
2008 1
2003: 13
2002
2003
2005
5
HHI6 92 1,452793 1,354
2003: 302005:
23
Chen2002 1999
CRn MSOmultiple
system operator 74.3%
Chen
HHI CRn
1999Albarran, 1996; Shepherd, 1990
HHI
152
Meier Trappel1998
Albarran & Dimmick,

1996; Croteau & Hoynes, 2006
NCC
8
2006 6 51
63 4
67 51
153
2008 1
16 35
4,489,301 9
NCC 63 2006 5 29 67 2006

6 5 75 2006 6 15 76 2006 6
16 80 2006 6 22 86 2006 7 5
99 2006 8 7 104 2006 9 4
10
multiple system operators, MSO
13 107 6,644
12 103 6,724
7
43 6,060 5
29 9,068 5
65 8,203
350 6,699
78.11%
24 98 2,601
Carlyle Group
2006 300
Macquarie Media Group Carlyle Group 2006 7
440
154
2006 20%
2006 10 60%
460 MBKMobitek Communication
Corp.2006 10 18
Carlyle Group 1,076,644

13
MBK
12
1,036,724
Macquarie Media
Group, 5
658,203
436,060
299,068
24
24
982,602
67
4,489,301
155
2008 1
structureconduct- performance model SCP

Caves, 1982
PepallRichards Norman2005 SCP
Pepall
Caves1982
Cave
concentration
Picard1989
AlexanderOwersCarvethHollifield Greco2004: 285
SCP
Albarran1996 SCP
Albrran
156
concentration
()
Albarran, 1996: 30.
HoskinsMcFadyen Finn2004
SCP SCP
Hoskins
157
2008 1
Hoskins, McFadyen, & Finn, 2004: 145.
Albarran SCP Hoskins

SCP
158
19951997Hoskins
et al., 2004; Pepall et al., 2005; Wirth & Bloch, 1995
1999Doyle, 2002Ozanich
Wirth2004
concentration of market power
N
I(1)
I = (N,
)................................................................................. (1)
2 0
159
2008 1
Scherer Ross1990
1999Lerner Index
CRn N Lorenz Curve
Gini Index Herfindahl-Hirschman IndexHHI
CRn HHI
1999Pepall et al., 2005

CRn HHI
Albarran, 1996; Hoskins et al., 2004; Picard, 1989
CRn
CR4
CR8
CRn N
N
19991995Pepall et al., 2005CRn 0 1
0% - 100%Shepherd1990: 14
CR4 CR4 50%
160
Shepherd
dominant firm
50%
tight oligopoly
CR4 50%
lose oligopoly
CR4 15%-40%
monopolistic competition
2%-8%
pure competition
Shepherd, 1990: 14.
CR4 50% CR8

75%CR4 33% CR8
50% CR4 CR8
CR4=34% - 49%CR8=51% - 74%
Hoskins et al., 2004
CR4 CR8
CR4
CR8
50%
75%
=34% to 49%
=51% to 74%
33%
50%
Hoskins, McFadyen, & Finn, 2004: 146.
Albarran1996 CR4 CR8 Hoskins
161
2008 1
50% 75%
CRn
CR4
CR8
50%
75%
33% to 50%
50%to 75%
33%
50%
Albarran, 1996: 48.
CRn
ABC
A 10% B
55% 20
2.25% C
25% 5%
S1 S2
S3
S4
S5
S6
S7
S8
S9 S10 S11 S21 CR4 CR8
10 10
10
10
10
10
10
10
10
55 2.25 2.25 2.25 2.25 2.25 2.25 2.25 2.25 2.25 2.25.2.25 61.75 70.75
25 25
162
25
10
40
80
80
100
CR4ABC
40%61.75% 80% C
A B
CR8 80%70.75%
100% C A B
CRn
B 21 A 10 CR4
A B
CRn HHI
HHI (2)Pepall et al.,2005:
49
N
HHI = ( Si ) 2 .......................................................................... (2)

i =1
i N Si
HHI
12 HHI
12 12
12
HHI
HHI 0 1
100
HHI 0 10,000 Hoskins et al., 2004
80% 20%HHI
163
2008 1
80+20=6,800
HHI CRn
CRn CRn
HHI CR4
%
S1
S2
S3
S4 S5 S6 S7 S8 S9 S10 CR4
HHI
60
10
80
3,850
20
20
20
20 20
80
2,000
100
3,333
100/3 100/3 100/3

49
49
.25
.25 .25 .25 .25 .25 .25 .25 98.5 4,802
2002: 877
CR4 80
HHI
HHI 3,850 2,000
HHI
CR4
10098.5 HHI
164
HHI
4,802 3,333
HHI
CR4 CR8
Department of Justice, DOJ
Fair Trade Commission, FTC HHI
DOJ FTC
Horizontal Merger Guidelines1995
HHI 1,000 HHI 1,000
1,800 1,800
Albarran, 1996; Hoskins et al., 2004
HHI
high concentration
moderate concentration
unconcentrated
HHI
HHI1,800
1,000HHI1,800
HHI1,000
Albarran, 1996: 50.
HHI
Hoskins et al., 2004; Pepall et al., 2005HHI
HHI
HHI
165
2008 1
Iosifides1997 Wirth Bloch1995
Picard1989 Media Economics
Picard geographical area

Picard
Frazer 1992 defining the

geographical market
localregionalnational11
Albarran1996 Picard
166
geographic regions
Albarran, 1996: 29.
Iosifides1997
Arthur Anderson 1994
Isoifides Anderson
Anderson
Carlton 6.9%
BBC 44.1% Carlton
BBC
meaningless LacySohn Wicks
1993
Albarran Chan-Olmsted1998
market boundary
2003, 2003,
2005Chen2002
HHI
167
2008 1
Chen CRn
HHI 1,500CR4 74.3%
positive
correlation
HHI
HHI
HHI
67
HHI
1.
2. HHI
HHI
100 HHI
100
HHI
3. HHI
HHI
HHI
67 67
HHI HHI
168
13 13 HHI
HHI
2000 HHI HHI
67 HHI
HHI
51
2006 6 51 35
35
Lacy et al., 1993
Meier Trappel1998
Trappel Meier1998
169
2008 1
Doyle2002
HHI Iosifides1997
public influence
timespent consuming
HHI
HHI
HHI
HHI
HHI
67
170
67
67
67 HHI
2003
2005
600 51
Iosifides1997public
171
HHI
2008 1
HHI
A
A
N
HHI
2006 6 NCC
HHI

114,858
4,489,301
1. HHI114,858114,858
10010,000
10,000
172
2.
10,000114,858
4,489,301255.85
HHI 255.85
3. 66 HHI HHI
67 HHI
HHI HHI
13
HHI
NCC 2006 6
HHI HHI
HHI
HHI 8,084.30
HHI 1,939.86
1,688.78 1,466.16
836.67HHI 574.09
173
2008 1
24 HHI 1,578.74 HHI 20%
HHI

HHI
HHI
HHI
13
1,076,644
61.25
255.85
1,939.86
12
1,036,724
11.08
291.78
1,688.78
436,060
11.60
328.17
836.67
299,068
5.63
174.04
574.09
658,203
91.18
573.23
1,466.16
24
1,139,472
1.92
242.47
1,578.74
67
4,489,301
8,084.30
I
H
H
2500
2000
1940
1689
1500
1466
1000
837
500
574
HHI
174
Macquarie Media Group

HHI 1,466.16
HHI 836.67
HHI 574.09
65 8,203
HHI
460.61212.2991.18128.85 573.23
HHI
HHI
HHI
NCC 172 12
175
2008 1
HHI
8,660
78,293
HHI
HHI
8,660
1.92
()
977
2.18
13,070
5.63
()
2,725
6.07
()
4,658 10.38
26,943 11.08
24,318 11.60
18,799 11.64
()
5,843 13.02
10
20,415 20.72
HHI
HHI
HHI
HHI
176
HHI

HHI
257,339 573.23
206,782 460.61
147,324 328.17
166,022 291.78
114,858 255.85
108,851 242.47
104,539 232.86
101,192 225.41
97,628 217.47
10
118,978 216.09
HHI CR4
HHI 8,084.3
177
2008 1
HHI 10,000
HHI 13
HHI
1939.86
HHI 1,688.781,466.16836.67
574.09
2005
http://www129.tpg.gov.tw/mbas/society/time-93/02_lib_02.htm
NCC 2006 63.32%
178
NCC
Herfindahl-Hirschman Index
2005
2003 HHI
1361(p.22)
NCC NCC
2006http://www.ncc.gov.tw/chinese/files/07052/557_1805_
070525_1.doc
63 67 75 76 80 86 99 104
10
NCC 2007 1 30 139

http://www.ncc.gov.tw/chinese/files/07052/67_1463_070608_1.pdf
MOD
2007 6
21
10 NCC 63 2006 5 29
http://www.ncc.gov.tw/chinese/files/07052/67_1551_070523_1.doc
NCC 67 2006 6 5
179
2008 1
NCC 75 2006 6 15
NCC 76 2006 6 16
NCC 80 2006 6 22
NCC 86 2006 7 5
NCC 99 2006 8 8
NCC 104 95 9 5
11
12 NCC 172 2007 6 15

2002
2005
180
271-286
2006 12
2005
1995
9-36
2006 10 18 500 MBK
2
2003
2005
2003
2000HHI
2006
95 6 2006 12 2
http://www.ncc.gov.tw/chinese
/files/07052/557_1805_070525_1.doc
1999
59: 1-21
(2002)
181
2008 1
1997
25(3): 335-367
1995H-index CRn
2006
2006 12 15
http://investintaiwan.nat.gov.tw/zh-tw/news/200607/2006
072801.html
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and concepts. Ames: Iowa State University Press.
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America. In A. B. Albarran & S. M. Chan-Olmsted (Eds.), Global
media economicsCommercialization, concentration and integration
of world media markets (pp. 3-16). Ames: Iowa State University
Press.
Albarran, A. B., & Dimmick, J. (1996). Concentration and economics of
multiformity in the communication industries. The Journal of Media
Economics, 9(4), 41-50.
Alexander, A., Owers, J., Carveth, R., Hollifield, C. A., & Greco, A. N.
(2004). Glossary. In A. Alexander, J. Owers, R. Carveth, C. A.
Hollifield & A. N. Greco (Eds.), Media economics Theory and
practice (pp. 283-293). New Jersey: Lawrence Erlbaum Associates.
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ed.). New Jersey: Prentice-Hall.
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41-55.
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media and the public interest. London: Pine Forge Press.
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convergence and concentration in the UK and European media.
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Culture & Society, 19, 643-663.
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casebook approach. New Jersey: Lawrence Erlbaum.
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interest. In D. McQuail & K. Siune (Eds.), Media policy
Convergence, concentration and commerce (pp. 38-59). London:
Sage.
Ozanich, G. W., & Wirth, M. O. (2004). Structure and change: A
communications industry overview. In A. Alexander, J. Owers, R.
Carveth, C. A. Hollifield & A. N. Greco (Eds.), Media economics
Theory and practice (pp. 69-84). New Jersey: Lawrence Erlbaum
Associates.
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Schere, F. M., & Ross, D. (1990). Industrial market structure and economic
performance (3rd ed.). Boston: Houghton Mifflin.
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Jersey: Prentice-Hill.
Trappel, J., & Meier, W. A. (1998). Media concentration: Options for policy.
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industry analysis. The Journal of Media Economics, 8(2): 15-26.
184
95 6
78,293
8,660
67,560
67,558
70,750
59,717
18,799
48,819
114,858
85,098
52,863
24,318
89,273
77,619
100,988
65,197
110,088
73,110
58,121
24,395
20,415
41,013
50,035
60,299
75,047
2
86,953
9
586,022
14
869,918
185
3
415,151
2008 1
104,259
104,110
206,782
1
97,628
97,628
1
95,304
95,304
40,934
57,844
257,339
54,531
13,070
104,539
49,255
34,400
78,133
2
179,388
101,192
78,196
2
104,079
68,330
35,749
58,725
2
98,778
1
257,339
255,795
1
78,133
1
58,725
2
66,728
32,523
34,205
2
177,103
96,212
80,891
186
2
186,618
108,851
77,767
166,022
44,405
118,978
26,943
2
223,035
75,711
147,324
2
129,850
81,220
48,630
4,658
14,447
2,725
70,036
39,940
12,677
1
5,843
()
5,843
1
15,103
15,103
1
977
977
4
356,348
3
21,830
1
70,036
2
52,617
4,489,301
7,337,634
61.18%
2006
187

**
HHI
78,293 86,953 4,489,301 8,107.3

8,660 86,953 4,489,301
HHI
HHI
157.03
99.19
1.92
67,560 135,118 4,489,301 2,500.1
75.25
HHI
HHI
HHI
HHI
HHI
151.03
1.92
72.25
67,558 135,118 4,489,301 2,499.9
75.24
75.24
70,750 130,467 4,489,301 2,940.7
85.46
85.46
59,717 130,467 4,489,301 2,095.1
60.89
18,799 67,618 4,489,301 772.94
11.64
11.64
48,819 67,618 4,489,301 5,212.6
78.51
78.51
114,858 114,858 4,489,301 10,000
255.85
255.85
85,098 137,961 4,489,301 3,804.7
116.92
116.92
52,863 137,961 4,489,301 1,468.2
45.12
24,318 113,591 4,489,301 458.32
11.60
11.60
89,273 113,591 4,489,301 6,176.6
156.29
156.29
77,619 178,579 4,489,301 1,889.2
75.15
75.15
100,988 178,579 4,489,301 3,198.0
127.21
127.21
65,197 175,285 4,489,301 1,383.5
54.02
54.02
110,088 175,285 4,489,301 3,944.5
154.01
60.89
45.12
154.01
2008 1
188
HHI

**
HHI
HHI
HHI
HHI
HHI
10
73,110 131,231 4,489,301 3,103.7
90.73
10
58,121 131,231 4,489,301 1,961.5
57.34
11
24,395 44,810 4,489,301 2,963.8
29.58
29.58
11
20,415 44,810 4,489,301 2,075.6
20.72
20.72
12
41,013 91,048 4,489,301 2,029.1
41.15
12
50,035 91,048 4,489,301 3,020.0
61.25
13
60,299 60,299 4,489,301 10,000
134.32
14
75,047 75,047 4,489,301 10,000
167.17
15
104,259 208,369 4,489,301 2,503.6
116.20
15
104,110 208,369 4,489,301 2,496.4
115.87
HHI
HHI
HHI
90.73
57.34
41.15
61.25
134.32
167.17
116.20
115.87
16
206,782 206,782 4,489,301 10,000
460.61
17
97,628 97,628 4,489,301 10,000
217.47
18
95,304 95,304 4,489,301 10,000
212.29
212.29
19
40,934 40,934 4,489,301 10,000
91.18
91.18
20
57,844 57,844 4,489,301 10,000
128.85
128.85
21
257,339 257,339 4,489,301 10,000
573.23
573.23
22
54,531 67,601 4,489,301 6,507.0
97.98
97.98
22
13,070 67,601 4,489,301 373.80
5.63
5.63
460.61
217.47
189

**
HHI
HHI
HHI
232.86
HHI
HHI
HHI
HHI
HHI
23
104,539 104,539 4,489,301 10,000
232.86
24
49,255 83,655 4,489,301 3,466.7
64.60
24
34,400 83,655 4,489,301 1,691.0
31.51
25
78,133 78,133 4,489,301 10,000
174.04
26
101,192 101,192 4,489,301 10,000
225.41
27
78,196 78,196 4,489,301 10,000
174.18
28
68,330 68,330 4,489,301 10,000
152.21
152.21
29
35,749 35,749 4,489,301 10,000
79.63
79.63
30
58,725 58,725 4,489,301 10,000
130.81
130.81
31
32,523 32,523 4,489,301 10,000
72.45
72.45
32
34,205 34,205 4,489,301 10,000
76.19
76.19
33
96,212 96,212 4,489,301 10,000
214.31
214.31
34
80,891 80,891 4,489,301 10,000
180.19
180.19
35
108,851 108,851 4,489,301 10,000
242.47
36
77,767 77,767 4,489,301 10,000
173.23
37
166,022 210,427 4,489,301 6,224.8
291.78
37
44,405 210,427 4,489,301 445.31
20.87
38
118,978 145,921 4,489,301 6,648.1
216.09
64.60
31.51
174.04
225.41
174.18
242.47
173.23
291.78
20.87
216.09
2008 1
190

**
HHI
HHI
HHI
38
26,943 145,921 4,489,301 340.92
11.08
39
75,711 75,711 4,489,301 10,000
168.65
40
147,324 147,324 4,489,301 10,000
328.17
41
81,220 81,220 4,489,301 10,000
180.92
180.92
42
48,630 48,630 4,489,301 10,000
108.32
108.32
43
44
45
46
HHI
HHI
HHI
HHI
11.08
168.65
328.17
4,658 4,489,301 10,000
10.38
10.38
14,447 14,447 4,489,301 10,000
32.18
32.18
2,725 4,489,301 10,000
6.07
6.07
70,036 70,036 4,489,301 10,000
156.01
47
39,940 39,940 4,489,301 10,000
88.97
88.97
48
12,677 12,677 4,489,301 10,000
28.24
28.24
49
5,843 4,489,301 10,000
13.02
13.02
50
15,103 15,103 4,489,301 10,000
33.64
33.64
51
2.18
2.18
2,725
5,843
977
977 4,489,301 10,000
156.01
8,084.32 1,939.86 1,688.78 836.67 574.09 1,466.16 1,578.74
* 1 2 3 51
** 1 2 3 4 5 6
191
4,658
HHI
2008 1
Cable Television Concentration in Taiwan-Revisited

Shun-Chih Ke & Chuen-Fa Chuang*
ABSTRACT
The primary objective of this study is about the cable television
concentration in Taiwan. The result indicated that cable television industry is
a moderately concentrated market (HHI 1,400); thowever, this result is far
different from common life. In order to obtain a reliable and reasonable
concentration ratio, it is necessary to rethink media concentration with a new
way. This study then examined cable television concentration ratio from the
logic of statistic measurement with the consideration of media geographical
market. At the event, alternative proposal is put forward for a better
measurement. The result indicates that Taiwans cable television is a highly
concentrated market (HHI 8,084), which is much closer to common
knowledge.
Keywords: multiple system operator (MSO), cable television, concentration,
Herfindahl-Hirschman Index (HHI), media economics
* Shun-Chih Ke is Assistant Professor at the Department of Mass Communication in

Hsuan Chuang University, Hsinchu, Taiwan. Chuen-Fa Chuang is Professor at the
Department of Finance in Jinwen University of Science and Technology, Taipei,
Taiwan.
192

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再探台灣有線電視市場集中度（柯舜智、莊春發，2009）

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20081

Albarran & Dimmick,

NCC 63 2006 5 29 67 2006

Carlyle Group 1,076,644

structureconduct- performance model SCP

PepallRichards Norman2005 SCP

AlexanderOwersCarvethHollifield Greco2004: 285

Albarran, 1996: 30.

Hoskins, McFadyen, & Finn, 2004: 145.

Albarran SCP Hoskins

1999Pepall et al., 2005

Shepherd, 1990: 14.

CR4 50% CR8

Hoskins, McFadyen, & Finn, 2004: 146.

Albarran1996 CR4 CR8 Hoskins

Albarran, 1996: 48.

S9 S10 S11 S21 CR4 CR8

HHI = ( Si ) 2 .......................................................................... (2)

100/3 100/3 100/3

.25 .25 .25 .25 .25 .25 .25 98.5 4,802

Albarran, 1996: 50.

Iosifides1997 Wirth Bloch1995

Picard1989 Media Economics

Picard geographical area

Frazer 1992 defining the

Albarran, 1996: 29.

Lacy et al., 1993

24 HHI 1,578.74 HHI 20%

Macquarie Media Group

NCC 2006 63.32%

NCC 2007 1 30 139

12 NCC 172 2007 6 15

concentration in Taiwan. The Journal of Media Economics, 15(1),

78,293 86,953 4,489,301 8,107.3

67,560 135,118 4,489,301 2,500.1

67,558 135,118 4,489,301 2,499.9

70,750 130,467 4,489,301 2,940.7

59,717 130,467 4,489,301 2,095.1

18,799 67,618 4,489,301 772.94

48,819 67,618 4,489,301 5,212.6

114,858 114,858 4,489,301 10,000

85,098 137,961 4,489,301 3,804.7

52,863 137,961 4,489,301 1,468.2

24,318 113,591 4,489,301 458.32

89,273 113,591 4,489,301 6,176.6

77,619 178,579 4,489,301 1,889.2

100,988 178,579 4,489,301 3,198.0

65,197 175,285 4,489,301 1,383.5

110,088 175,285 4,489,301 3,944.5

73,110 131,231 4,489,301 3,103.7

58,121 131,231 4,489,301 1,961.5

24,395 44,810 4,489,301 2,963.8

20,415 44,810 4,489,301 2,075.6

41,013 91,048 4,489,301 2,029.1

50,035 91,048 4,489,301 3,020.0

60,299 60,299 4,489,301 10,000

75,047 75,047 4,489,301 10,000

104,259 208,369 4,489,301 2,503.6

104,110 208,369 4,489,301 2,496.4

206,782 206,782 4,489,301 10,000

97,628 97,628 4,489,301 10,000

95,304 95,304 4,489,301 10,000

40,934 40,934 4,489,301 10,000

57,844 57,844 4,489,301 10,000