This paper explores the relationship between Taiwan Indigenous Television (TITV) and the ethnic identity construction of the Taipei urban indigenous people (UIP) and examines the roles TITV plays in forming indigenous identity. In-depth interviews with nineteen indigenous viewers from Taipei showed that TITV has increased the sense of ethnic identity of UIP from four aspects: self-identification, a sense of belonging, ethnic attitude, and ethnic involvement. Taiwan Indigenous Television has contributed to educating UIP, preserving and modernizing mother languages, maintaining social and community networks, and minimizing knowledge and cultural gaps, as well as stereotypes of UIP towards their native tribal cultures. This study also discovered particular functions (exhibited especially by UIP viewers) of TITV that differ from previous research on tribal audiences.