台灣影視產業困境與轉機：科技創新與新商業模式

Abstract

台灣影視產業陷入困境多年，包括廣告量、收視率、授權費、與節目重播等問題長期一成不變，隨著中國市場與新媒體的競爭，出現明顯市場委縮的危機。本研究透過實地調查與訪談，討論目前大數據在中國與台灣影視產製、收視率與廣告行銷應用，所面臨技術、法規與商業模式的問題。同時，也檢視台灣近年成立的OTT 影視平台，是否有足夠節目版權、規模經濟、與創新技術的配套可以成功，希望提供產官學能從「科技創新」與「新商業模式」的角度，共同思考台灣影視產業可能的轉機。

In recent years, the video industry got into the dilemma in Taiwan, for ceasing progress of advertising, rating, and license fee. As the competition from China and new media, the scale of market might be even smaller than before. This study will explore the application of big data in\nproduction, rating and advertising through the field observation and interview of the market players in Taiwan and China. In addition, it will review the current performance of the OTT\n(Over the Top) platforms to discuss the factors deterring the video development in Taiwan. This research hopes to rethink the possible turning point of Taiwan’s video industry from the perspectives of technology innovation and new business model.