| dc.description.abstract | The policy of ＂Multiple Choice Payment Mechanism＂ for cable television had been implemented in Taiwan for many years. According to the 2017 plan, the Television Household (TVHH) can choose basic channels, additional packages, paid channels, or pay-per-view programs according to their own requirement. However, until now, the policy is still not been formally implemented yet. Many development bottlenecks have been created in the implementation of the current policy. The legal norm is more difficult to implement the ＂Multiple Choice Payment Mechanism＂ policy due to the various backgrounds of the law. This research is to submit the development direction from the three aspects of officials, civilians, and industry.
Applying Porter Five Forces Analysis Theory to explore the five forces that currently influence the implementation of the multiple-choice payment mechanism in the cable television industry. In addition, including the sixth force, the influence of the government, examine the factors affecting the competitive situation of the industry after the government promotes the digitalization policy of the overall industry. In terms of research methods, the literature analysis method, secondary data analysis method and in-depth interview method are used to target the government, consumers, and industry, respectively, to understand the current obstacles to the implementation of the ＂multiple choice payment mechanism＂ policy by the three parties.
The results of the study found that the five forces in the cable television industry have gradually changed with the development of the digital age. Among them, in the ＂threat of new entrants＂, Taiwan′s digital TV market will have a great threat to the entry of multimedia players such as emerging video platforms in the future. Regarding ＂supplier′s negotiating power＂, the ＂three-in-one＂ role of cable TV system operators, program providers and program agents appears, and the key influence of agents on the cable TV industry is gradually increasing. Regarding ＂Threat of Alternative Products＂, digitalization has brought service improvements to cable TV, but it has also increased the threat of multimedia industries such as Chunghwa Telecom′s MOD and emerging video platforms. In addition, the ＂government force＂ can not only directly or indirectly affect the changes in the five forces of the entire industrial structure but is also a key element for the smooth development of the ＂multiple choice payment mechanism＂ in the cable TV industry.
In 2010, under the influence of the Covid-19 epidemic, people reduced their number of outings and reduced people-to-person contact and other epidemic prevention models, which also changed without notice consumers′ viewing behaviors, and promoted opportunities for the development of online TV and OTT streaming services. With the rapid development of the Internet, the cable TV industry should also step into the future generation of technology, with the development of enriching its own company′s network services, digital set-top boxes and APP streaming, and blaze a diversified path for tradition. | en_US |