面對OTT(V)破壞式創新，我國政策法制調適問題：
以廣電三法分組付費政策對STBA衛星頻道台流品牌業者之影響為例

電視人人看，這個百年的產業，雄霸觀眾眼球數世紀，然而面對近五年透過網路大頻寬帶動的破壞式創新，「看電視」這件事情，有了翻天覆地的變化，所謂「傳統電視台」會不會像唱片行一樣式微甚至消失？而我國的電視產業面對席捲而來的OTT（V）浪潮，是乘風破浪還是慘遭滅頂？尤其需要思考的是，電視產業代表的不只是民生育樂資訊傳播而已，更具有文化主體性的意義，在許多國家（美中韓）都被定位為「國家戰略產業」，電視產業的興衰榮枯，不僅僅是幾家商號企業的起起落落，更是國家軟實力的重要基業。我國市場規模小，不具備文化輸出優勢的情況下，我國的電視內容供應商就像無數個中小企業家的故事一樣，2000年至2011年，在亞洲創造了十年的台流風潮，有能力、也有意願製播優質內容（產品），服務國人、搶攻海外。然而我國電視台的兩大主要收入來源──頻道授權金、頻道收視率廣告，都受政府高密度管制下所導致的扭曲的市場遊戲規則所苦，我國電視內容品牌供應者雖然有能力、有意願產製優質產品（節目內容），但始終無法獲得應有之對價（價值與價格），近年來在中國大陸與韓國影視內容迅猛崛起的情況下，不僅難以滿足國人，甚至連海外市場都將被逼退，形勢之多變險峻，難以盡述。然而，電視台面臨的法制規管，卻仍深陷於高度管制舊思維廣電三法，其中尤以所謂「分組付費」政策最為關鍵，本研究整理分析政府與學術單位的研究報告，與本人長期從事電視內容產業實務觀察，再委託民調公司進行網路與電話問卷調查，結果印證若急於全面推動分組付費政策，勢將造成主流頻道無法普及率最大化廣告收入損失難以估計，也將導致分眾優質特色頻道在收視費拆帳的收入大減，一旦在當前高度開放式的OTT（V）架構下實施高度管制思維的分組付費，對於電視品牌內容業者造成的衝擊不可小覷。

關鍵字

OTT（V）；破壞式創新；廣電三法；分組付費；台流品牌

並列摘要

Over the past century, the TV industry has fascinated audience all over the world. However, the disruptive innovation brought about by massive Internet bandwidth in recent five years has transformed TV watching activities. Taiwanese TV content suppliers, who was able and willing to produce and broadcast premium contents for audience home and abroad, created a Taiwanese-style popular trend during the decade from 2000 to 2011 despite the small domestic market base and disadvantages in culture export. It may require particular attention that apart from serving as a tool for communication of civil, educational and recreational information, the TV industry has its own cultural subjectivity meaning that it is defined as one of the “national strategic industries” in such countries as the US., China, South Korea. The prosperity of TV industry stands not so much for the development of several enterprises as for a major foundation for national soft power. Nevertheless, regulations imposed on TV stations are deeply entrenched in an old-fashioned regulatory mindset representative of the three acts in broadcasting, which consist of Radio and Television Act, Cable Broadcasting and Television Act, and Satellite Broadcasting Act. The key issue surrounding these acts lies in the “Payment Options” policy. The researcher compiles and analyzes researches from governmental and academic agencies as well as personal observation from her work experience in the TV industry, and then employs a survey company to conduct on-line and telephone survey. The result shows that if the “Payment Options” policy is entirely implemented too hurriedly, mainstream channels cannot maximize their penetration rates (and the drop in their advertisement income is difficult to estimate), thereby resulting in a substantial reduction in profit sharing gained for premium and special channels. The impact on TV content suppliers will be massive if the “Payment Options” policy is enforced under freely-open OTT (V) structure.