台灣電視產業市場結構與經營績效關係之研究

Abstract

本研究係利用產業經濟學理論的產業結構－廠商行為－經營績效（Structure-Conduct-Performance）分析模式，選擇台灣電視服務產業為研究對象，以電視台的廣告營收、節目收視率，以及得獎紀錄等，作為其經營績效的評估指標，來探討台灣電視市場由原先的無線電視台寡占市場轉變成多頻道競爭市場之後，電視產業的市場結構變遷是否對無線電視與有線電視業者的經營績效產生影響，以及兩者間勢力的消長情形。分析結果發現，在台灣電視服務產業結構由寡占市場變成競爭市場型態後，電視事業的經營競爭日趨激烈，雖然無線電視在金鐘獎得獎數量上仍保持領先，但在廣告營收與節目平均收視率等兩項評比指標上，則已經被有線電視所超越，且兩者間的差距並可能日漸擴大。

This study employs the structure-conduct-performance model of industrial organization to investigate the relationship between the market structure of Taiwan`s television industry and the performance of television stations. The applied criteria in evaluating the performance of television stations include advertising revenues, program rating points, and the amount of Golden Bell Awards granted. This study finds that total advertising revenues and program rating point s of all terrestrial television stations dramatically decreased when cable television was legalized, resulting in Taiwan`s television market becoming more competitive, shifting from its oligopolistic structure to a multichannel environment. In total, the advertising revenues and rating points of cable television have exceeded those of terrestrial television stations, while the amount of Golden Bell Awards granted to terrestrial television stations still outnumber that of cable television.