| dc.description.abstract | This article aims to discuss and compare of the industrial structure and social welfare of television broadcasting industry between Taiwan and the United Kingdom. We use the audience rate to measure the concentration, and we can know that the concentration of television broadcasting industry in Taiwan is lower than the United Kingdom. From the aspect of industrial organization theory, the social welfare of a market close to competitive is higher than the market close to monopoly, that is, the social welfare of television broadcasting industry is higher than the United Kingdom. This conclusion is different with most people’s intuition.
In order to figure out such problem, different with the mass communication theory have critics about the Taiwan’s television broadcasting environment, and learn the United Kingdom’s broadcasting model in to improve the environment in Taiwan, this article analyze the television broadcasting industry between these two countries with an systematic aspect, and apply the approach of S-C-P methodology to discuss and compare of the industrial structure as well as social welfare of television broadcasting industry between these two countries. We also use the product variation as the measure of consumer surplus and the platform which industry can provides the firms to play as the measure of producer surplus.
We have some conclusions about why the social welfare of broadcasting industry in Taiwan is higher than the United Kingdom, first of all, at the consumer part, in the United Kingdom, license fee will exclude the people who wants the receive the programs from set-top box to get more programs to watch, and the action of public service broadcasting will go against the aims to pursue the diversity of the tv programs. In the vertical specialization broadcasting model in Taiwan, people can enjoy the programs all over the world and the program productions company can accumulate the productivity. Second, at the producer part, television broadcasting industry in Taiwan can increase the social mobility, the vertical specialization model that cooperate with foreign country can provides the platform that allows these production companies to play.
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