再探台灣有線電視市場集中度

Cable Television Concentration in Taiwan-Revisited

柯舜智(Shun-Chih Ke) ； 莊春發(Chuen-Fa Chuang)

《新聞學研究》 94期 (2008/01) Pp. 149-192

https://doi.org/10.30386/MCR.200801_(94).0004

摘要

學術研究結果顯示，台灣的有線電視屬於中度集中市場，其HHI指標約為1,400左右，與一般大眾認知有線電視屬高度市場集中的生活經驗並不相符。為了獲得合理且精確的有線電視市場集中度，本研究重新探討集中度的計算原則，同時考量不同媒介的地理市場屬性，提出測量台灣有線電視市場集中度的另一種實證分析方法。研究結果發現，台灣的有線電視市場HHI指標高達8,084，屬於高度集中的產業；各集團的市場集中度，則以東森集團為最高。

關鍵字

多系統經營者 ； 有線電視 ； 集中度 ； 賀氏指數 ； 媒介經濟

並列摘要

The primary objective of this study is about the cable television concentration in Taiwan. The result indicated that cable television industry is a moderately concentrated market (HHI 1,400); thowever, this result is far different from common life. In order to obtain a reliable and reasonable concentration ratio, it is necessary to rethink media concentration with a new way. This study then examined cable television concentration ratio from the logic of statistic measurement with the consideration of media geographical market. At the event, alternative proposal is put forward for a better measurement. The result indicates that Taiwan's cable television is a highly concentrated market (HHI 8,084), which is much closer to common knowledge.

並列關鍵字

multiple system operator MSO ； cable television ； concentration ； Herfindahl-Hirschman Index HHI ； media economics

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