從美國有線電視經驗，思考台灣雙寡占系統競爭未來

From the Experiences of US Cable Television to Evaluate the Future Competition of Duopoly Cable Systems in Taiwan

曾國峰(Kuo-Feng Tseng)

《傳播與管理研究》 9卷2期 (2010/01) Pp. 3-48

https://doi.org/10.6430/CMR.201001.0003

摘要

本研究比較88家雙寡占與191家獨占的美國有線電視系統，結果發現收視戶數目與住戶密度是影響雙寡占市場能否維持的主要因素；一區兩家雙寡占的有線電視系統比一區獨占的系統，提供較低的基本月費、較多的頻道數目與多樣化的選擇；不過，同時也發現，雙寡占有線電視系統的競爭時間愈久、兩者規模大小差距愈大，競爭強度將愈減弱，市場行為會愈趨近於獨占系統。從美國例子可知，由於自然獨占的特性，台灣有線電視系統彼此互跨經營區的可能性不大，主管機關NCC應該儘量排除其他的進入障礙，例如，來自電信固網業者所提供的數位互動視訊服務，讓有線電視系統面對更多的競爭對手，未來才可能增加消費者福利。

關鍵字

有線電視 ； 多樣化 ； 價格 ； 雙寡占 ； 競爭

並列摘要

This study analyzed 88 duopoly and 191 monopoly US cable TV systems and found that the degree of overlap was mainly associated with the number of subscribers and the household density in the franchise areas. The competition of duopoly cable systems resulted in better consumer welfare, such as lower monthly prices, more programming channels and diversities. However, the intensity of competition declined as the relative size between the incumbent and new entrant became bigger and the duopolistic cable systems operated for a longer time. From the experiences of the US case, since the characteristics of natural monopoly, it is almost impossible for cable systems to enter each other's franchise areas in Taiwan. NCC (National Communication Commission) should create incentives of duopoly from other industries, such as, the possible duopoly competition from the interactive video service of telephone companies, to increase more consumer welfare.

並列關鍵字

Competition ； Cable television ； Duopoly ； Price ； Diversity

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