In light of the theories of strategic management and TV programming strategies, the current study employs methods of content analysis and in-depth interview to examine the content of the 9 Taiwanese celestial digital television channels, as well as the competitive strategies applied by the management of the 5 celestial TV stations. Specifically, 12 categories including program type and program source of the content analyses, and 10 in-depth interview questions are carefully analyzed in order to answer the proposed research questions. In addition to the research findings, suggestions for future studies are provided.