- 學位論文
美國衛星數位音訊廣播產業分析：SIRIUS和XM的競爭與合作個案研究
American Satellite Digital Audio Radio Service Industry Analysis: SIRIUS and XM’s Co-petition Case Study
摘要
新產業的形成常常導因於新技術創新而造成的結果，而新技術的導入到普及是一項富挑戰性且不容易成功的工作，政府的政策，經濟的好壞，社會的變遷，需求面的確立，應用面的培植，產業供應鏈的成熟與大眾化的價格將決定新產業的成功或失敗。 廣播技術從馬可尼於1895年無線電試驗成功開始，經歷了AM與FM的技術迄今已逾百年，無線電的技術仍持續演進。從只有聲音的地面廣播AM和FM發展到包含有影像與聲音的地面電視廣播，又再發展到衛星電視廣播。而影像與聲音的技術，從類比發展到數位並提供更佳的畫質與音質。無線電廣播（收音機）產業這一歷史最久的廣播產業，歷經AM與FM後，現在又再發展到DAB與衛星廣播等。 美國紐約的一座廣播電台WEAF在1922年接受長島房地產公司付出50美元購買10分鐘廣播時間，讚揚紐約市某住宅有利之處，這是第一座收費做商業廣告播放的電台，商業廣播的歷史就從此開始，而民眾在收聽免費的廣播節目時也能接受商業廣告的播放。 世界上最早開通衛星數位音訊廣播服務的是WorldSpace公司於1999年在非洲所推出，在美國本土推出此種服務的業者為XM Satellite Radio和SIRIUS Satellite Radio，這兩家公司的服務分別在2001年與2002年開始。這三家公司推出的廣播服務採收費制，民眾除了必須購買特殊的衛星廣播接收機外，還需付費以收聽衛星廣播，而民眾早已習慣收聽免費的廣播節目，會不會接受付費的廣播節目？ 本文將嘗試去分析美國衛星數位音訊廣播產業的發展。
並列摘要
The creation of new industry often resulted from the technology innovation, and the widely adoption of new technology is a challenging job. The government's policies, economics and social factors, the demand established, the driven by application, the maturity of industry supply chain and the popular price, all the factors above will determine the success or failure of the new industry. The radio communication successfully tested by Marconi in 1895 to create the radio world. It’s more than a century since radio broadcasting technology to be brought to people, rado broadcasting technology experienced the AM and FM technology, it continues to evolve. Broadcast technology started from AM and FM to evolve to terrestrial TV broadcasting to include video, then the satellite TV broadcasting to be introduced to people. AM and FM radio such the oldest broadcast technology now moves to the development of DAB and satellite broadcasting. In 1922, a New York based radio station WEAF got 50 dollars payment from the Long Island real estate company to help them to broadcast 10 minutes advertisement. This is the first time to do commercial broadcast radio, and people accept the advertisement to be delivered while listening to the radio program for free. In 1999, WorldSpace Corporation launched the world's first satellite digital audio radio service (SDARS) in Africa. XM Satellite Radio and SIRIUS Satellite Radio launched such services in the United States in 2001 and 2002 seperately. The SDARS service is not free of charge, people need to buy special satellite reveiver, and to pay monthly fee. People got used to listen to radio program for free, whether they will accept to pay for the service? This paper will attempt to analyze the U.S. satellite digital audio radio service industry.