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2009 7 63-92

12


2008

1
E-mail:mhlee@mail.nctu.edu.tw
2009 3 11 2009 6
2
E-mail:joanna.35@yahoo.com.tw
63

2004

2005
2008

24
2008

2004
2010
3

(1)
(2)(3)(4)
(5)
20062007
(2007)
(1)
(2)(3)
(4)

3
2008
16.9% 7.9% 6.8%
MOD 1.9% 0.3%

2008

64

content is king
2008

NHK 1983

2006(1)
(analog)(digital)/
(2)
(CRT)(TFT-LCD)(PDP)2005
2007

(1)

65

6MHz

(Standard-definition television, SDTV)


2007
(2)

2008

ATSC (Advanced
Television Standards) DVB (digital video broadcasting) ISDB
(Integrated Services Digital Broadcasting)2006
ATSC DVB
2006(Single
Frequency Network, SFN)20072008

2001

NCC


2008
1992
2002 1998
2002

2006

2010

2005

2004 7 1
2004 14

66

DIMO

(strategic management)

1960

(Rumelt, Schendel, &


Teece, 1996)
(strategic management)

1993
(analysis)(decisions)(actions)

(Chan-Olmsted, 20061993)

(television programming)(television
production)(activities)
(strategies)(tactics)
(planning)(directing)
(Eastman,
1993, p.6)


(competitive strategy)

(programming strategy)

67

Porter(1980)

(1)(cost
leadership)(2)

(differentiation)
(3)(focused strategy)

Porter(1980)(five forces analysis)

(Porter,1980, 2008)

1. (Threat of Entry)
(cost of entry)
(barrier)

2. (Rivalry Between Existing Competitors)



3. (Pressure From Substitute Product)



4. (Bargaining Power of Buyers)



68

5. (Bargaining Power of Suppliers)

Eastman 1985
(schedule)

1992(Ferguson & Eastman, 2002;


Eastman & Ferguson, 2009)

(selection) (scheduling)
(promotion) (evaluation) 40%
50% 10% (Ferguson & Eastman, 2002
Eastman & Ferguson (2009)
(1)(Compatibility)
(lifestyle)(2)(Habit
formation)
1992
(3)(Control of audience flow)

(flow)(4)
(Conservation of program resources)
(5)(Breadth of appeal)
(broadcasting)(narrowcasting)

(scheduling)
Pringle,
Starr, & McCaritt, 1991Ferguson & Eastman, 200219961992
2007

69

1. (dayparting)(lifestyle)

19921996

2. (stripping)1992

3. (checkerboard)


1992

4. (lead-in)

Ferguson &
Eastman, 20021992

5. (head-to-head)

Pringle, Starr, & McCaritt, 19911992

6. (counterprogramming)

1992

1992

7. (rerunning)
Ferguson & Eastman, 20021996

8. (theming)1996

9. (block)
1992

10. (bridging)

70

19921996

(1)(2)(3)

(1)
(2)(3)(4)(5)

Krippendorf (1980)

Kerlinger, 19861991
1989

71

1930

1996

12 (1)

(2)(3)
(4)(5) 24 (6)
(7)
(8) live



(9)
(10)


(11)
(12)


2007 3 6
1 61

DIMO 9
3349

72

DIMO

A 2008.06.11

B 2008.05.16

C 2008.05.15

D 2008.05.16

E 2008.05.15
73

58.1%

41.9%(76.3%)
(18.7%)(57.2%)
(35.1%)(70.2%)

(29.8%) (75.3%)
(18.9%)( 32.931.7%)
(22.5%) 99.2%
(0.8%)(61.3%)(21.4%)
DIMO ( 38.9%33.9%)




DIMO

250 334 171 96 104 107 3 152 129


(58.1%) (76.3%) (57.2%) (29.8%) (18.9%) (32.9%) (0.8%) (61.3%) (33.9%)

180 20 14 226 0 73 354 53 35


(41.9%) (4.6%) (4.7%) (70.2%) (0%) (22.5%) (99.2%) (21.4%) (9.2%)

0 82 105 0 25 103 0 0 68
(0%) (18.7%) (35.1%) (0%) (4.5%) (31.7%) (0%) (0%) (17.9%)

0 0 4 0 0 0 0 2 0
(0%) (0%) (1.3%) (0%) (0%) (0%) (0%) (0.8%) (0%)

74

0 2 5 0 0 0 0 0 0
(0%) (0.5%) (1.7%) (0%) (0%) (0%) (0%) (0%) (0%)

0 0 0 0 414 40 0 20 148

(0%) (0%) (0%) (0%) (75.3%) (12.3%) (0%) (8.1%) (38.9%)

0 0 0 0 7 2 0 21 0
(0%) (0%) (0%) (0%) (1.3%) (0.6%) (0%) (8.5%) (0%)

(74.4%)(25.6%)

(78.8%)(21.2%) 87.7%
72.9%18.9%
98.1% 1.9% DIMO (77.1%)
(22.9%)




DIMO

134 0 14 178 64 258 52 0



(74.4%) (0%) (100%) (78.8%) (87.7%) (72.9%) (98.1%) (0%)

46 20 0 48 9 67 1 27

(25.6%) (100%) (0%) (21.2%) (12.3%) (18.9%) (1.9%) (77.1%)

0 0 0 0 0 29 0 8

(0%) (0%) (0%) (0%) (0%) (8.2%) (0%) (22.9%)

75

73% 94.1% 49.5%


72.7% 98.5%
64.6% 79.3% 100% DIMO

43.4%




DIMO

314 412 148 234 542 210 283 248 165


(73%) (94.1%) (49.5%) (72.7%) (98.5%) (64.6%) (79.3%) (100%) (43.4%)

116 26 151 88 8 115 74 0 215


(27%) (5.9%) (50.5%) (27.3%) (1.5%) (35.4%) (20.7%) (0%) (56.6%)

18.1% 67.6% 81.6%


42.9% 17.8% 87.1%
16.2% 18.1% 97.6%




DIMO

78 296 244 138 98 283 58 45 371


(18.1%) (67.6%) (81.6%) (42.9%) (17.8%) (87.1%) (16.2%) (18.1%) (97.6%)

352 142 55 184 452 42 299 203 9

76

(81.9%) (32.4%) (18.4%) (57.1%) (82.2%) (12.9%) (83.8%) (81.9%) (2.4%)

4.7% 4.7%

11.8% 6.5%
12.9% 26.2% DIMO




DIMO

20 0 14 38 0 21 46 65 0
(4.7%) (0%) (4.7%) (11.8%) (0%) (6.5%) (12.9%) (26.2%) (0%)

410 438 285 284 550 304 311 183 380

(95.3%) (100%) (95.3%) (88.2%) (100%) (93.5%) (87.1%) (73.8%) (100%)

51.6%48.4%
7.5%46.6%
60.5%
(24.1%)(58.4%)
(32.3%)( 78%)
(15.8%) 49.8% 28.9%
(89.9%)(10.1%)
(90.7%) 8.1% DIMO 71.8%
(22.4%)

77




DIMO

222 208 72 188 87 162 321 225 273


(51.6%) (47.5%) (24.1%) (58.4%) (15.8%) (49.8%) (89.9%) (90.7%) (71.8%)

0 4 39 0 0 21 0 1 0
(0%) (0.9%) (13%) (0%) (0%) (6.5%) (0%) (0.4%) (0%)

0 0 0 0 429 41 0 20 85
(0%) (0%) (0%) (0%) (78%) (12.6%) (0%) (8.1%) (22.4%)

208 204 181 104 22 94 36 2 18


(48.4%) (46.6%) (60.5%) (32.3%) (4%) (28.9%) (10.1%) (0.8%) (4.7%)

0 22 7 30 12 7 0 0 4
(0%) (5%) (2.3%) (9.3%) (2.2%) (2.2%) (0%) (0%) (1.1%)

78


V V V V V V


V V V V V V


V V V V V V


V V V V V


V V V


V V V V V V


V V V V


V V V V V V V


V V V V V
DIMO

79


(1)
(2)(3)
life

80

81

DIMO

82

B2B

(1)
(2) internet

(1)(2)(3)
(4)(5)

VOD

(set-top-box)

99.2%4

70.2%
99.2%
83

DIMO

DIMO


(1)

(2)

(3)

DIMO
(97.6%)

78.8%21.2%

72.9% 18.9%
84

DIMO


(1)
(2)

(1)
(2)(3)
(4)2007

85

HD Channel
2008 5 15 30

100%

DIMO

2008

(84.2%) 2008
2004 2008

86

1989

1996

22(3)31-39

2001
1156-8

2006

961-16

2008


31(9)42-46

2005


119()14-17

2007



6(2)3-34

2007


30(12)123-128

20082008
NCC - J97015200934
http://www.ncc.gov.tw/chinese/files/08123/1120_8758_081230_2.pdf

2006


7(2)
43-65

2007


-

1996

38736-37

2006

87

200412 7
2009 2 10
http://w2kdmz1.moea.gov.tw/user/news/detail-1.asp?kind=&id=8590

200810 31

NCC News
2(6)19-232009 3 3
http://www.ncc.gov.tw/chinese/files/08103/470_8068_081103_1.pdf

2005


224-5

1992
15-33

1993
1(3)1-22

1991

2007 966 18
A7

Chan-Olmsted, S. M. (2006). Issues in strategic management. In A. B. Albarran, S. M.


Chan-Olmsted, & M. O. Wirth (Eds.) Handbook of Media Management and
Economics (Chap. 8, pp. 161-180). New Jersey: Lawrence Erlbaum Associates,
Publishers.

Eastman, S. T., Head, S. W., & Klein, L. (1985). Broadcast/ cable programming:
Strategies and practices, (2nd ed.). Belmont, CA: Wadsworth.

Eastman, S. T. (1993). Broadcasting/Cable Programming: Strategies and Practices (4th


ed.). Belmont, CA: Wadsworth.

88

Eastman, S. T. & Ferguson, D. A. (2009). A framework for programming strategies. In

S. T. Eastman & D. A. Ferguson (Eds.) Media Programming: Strategies and


Practices, (Chap. 1, pp. 1-38). Boston, MA: Thomson Wadsworth.

Ferguson, D. A. & Eastman, S. T. (2002). A framework for programming strategies. In

S. T. Eastman & D. A. Ferguson (Eds.) Broadcast/Cable/Web Programming:


Strategies and Practices, (Chap. 1, pp. 3-34). Belmont,CA: Wadsworth.

Kerlinger, R. N. (1986). Foundations of Behavioral Research (3rd ed.). New York: Holt,

Rinehart & Winston.

Krippendorf, K. (1980). Content Analysis: An Introduction to its Methodology. Beverly


Hills, CA: Sage Publications.

Porter, M. E. (1980). Industry structure and competitive strategy: Keys to profitability.


Financial Analysis Journal, 36(14), 30-38.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business

Review, 86(1), 79-93.

Pringle, P. K., Starr, M. F., & McCaritt, W. E. (1991). Electronic Media Management,
(2nd ed.). Boston: Focal Press.

Rumelt, R. P., Schendel, D. E., & Teece, D. J. (1996). Fundamental issues in strategy.
In R. P. Rumelt, D. E., Schendel, & D. J. Teece (Eds.), Fundamental issues in
strategy: A research agenda (pp. 9-47). Cambridge, MA: Harvard Business

School Press.

89

1. (1) (2) (3) (4) (5)

2. (1) (2) (3) (4) (5)

(6) (7) (8) (9)DIMO

3. (1) 3 (2) 6

4. (1) (2) (3) (4) (5) (6) (7)

5. ____________AM6:30 6.30

6. _______

7. (1) (2) (3) (4) (5) (6)____ (7)_____

8. (1) (2) (3) (4)_____

9. (1) (2)

10. (1) (2)

11. (1) (2)

12. (1) (2)- (3) (4) (5)

(6)

90

____________

____________

____________

___________

____________

1. 2010 NCC

2. ..

3.

4. XX ..

5.

6.

7.

8.

9. (1)(2)(3)

10. (1)(2)(3)(4)

(5)

91

A Study of the Competitive and


Programming Strategies for the
Taiwanese Celestial Digital Television
Channels

Meihua LeeShih-Yun Huang

Abstract
In light of the theories of strategic management and TV programming strategies, the
current study employs methods of content analysis and in-depth interview to examine
the content of the 9 Taiwanese celestial digital television channels, as well as the
competitive strategies applied by the management of the 5 celestial TV stations.
Specifically, 12 categories including program type and program source of the content
analyses, and 10 in-depth interview questions are carefully analyzed in order to answer
the proposed research questions. In addition to the research findings, suggestions for
future studies are provided.

Keywords: Scheduling strategies, Strategic management, Terrestrial digital television,


Competitive strategies, TV programming

92