有線電視數位化困境與解決之道─以AHP法檢視

TAIWAN’S CABLE TV DIGITIZATION PROBLEMS AND SOLUTIONS –A SURVEY OF ANALYTIC HIERARCHY PROCESS

黃志雯(Chih-Wen Huang)

指導教授 ： 周韻采

元智大學/資訊學院/資訊社會學碩士學位學程/碩士(2012年)

https://doi.org/10.6838/YZU.2012.00055

摘要

由於頻譜的稀有性，各國無外乎將電視朝向數位化發展，台灣亦是如此。不過，有線電視具有八成的佔有率、系統業者與頻道商又有高度上下游垂直關係，導致台灣影音服務市場相當的特殊，造成數位化關鍵之一就是有線電視的轉換。
根據理論指出，競爭會帶來效率，而效率又可分為靜態與動態效率。在靜態效率上，售價符合邊際成本將是關鍵；在動態效率中，業者進行投資與產品革新將會是重點。從該理論觀台灣有線電視數位化的發展，各影音平台雖彼此競爭，但在靜態效率上，卻未見業者針對價格調降；在動態效率-投資上，有線電視業者僅完成頭端數位化、消費者端則未完成；動態效率-過程革新則呈現民眾習慣「吃到飽」之商業模式，造成業者不願意進行分組付費機制；動態效率-產品革新則因機上盒與有線電視非垂直關係，機上盒製造商彼此競爭的結果，產生了一定的效率。總結上述，可以發現台灣影音市場雖處於競爭，但僅有產品革新達到效率，造成有線電視數位化難以完成目標。
本研究蒐集過去建議數位化的文獻，歸納出3大構面、14項準則的政策方案並採用層級分析法(AHP)進行業者問卷調查分析，經由計算其權重後找出最適之政策方案，以推動我國數位化。
從研究中發現，業者「高度重視」的準則分別為解除類比費率上限、解除數位化頻道費率審議、放寬三分之一戶數限制、補助數位機上盒。本研究建議管制者在發展數位化上，短期目標應可從「高度重視」做規劃，其餘的準則可分別納入中、長期計畫，或是直接刪除。本研究以量化的方式提供管制者重新思考現階段數位化政策，以減少資源浪費與提高數位化比例。

關鍵字

有線電視，費率管制，水平管制，機上盒，層級分析法

並列摘要

Since the spectrum is valuable, several countries have developed digital TV and Taiwan have followed the path. The community discussed that the main issue is because 80% of household has cable TV and it is a vertical integration industry. Therefore, if Taiwan's cable TV industry does not convert to digital, digital TV development in Taiwan will not be successful.
According to the theory, competition brings efficiency and it can be divided into dynamic efficiency and static efficiency. However, the cable industry doesn’t follow the theory. Instead, Taiwan is handling it differently. In the static efficiency, it emphasizes the prices are in line with costs but there has not been a price decrease among cable TV industry for a long time. As for the dynamic efficiency, the basic purpose of competition is to bring about an efficient use of investment and to stimulate innovation. First, in the investment, entrepreneur just build head end but they are reluctant to give the set-top boxes. Second, the innovation can be divided into process innovation and product innovation. The cable TV doesn’t improve their business model and consumers just pay NT600 dollars to see 100 channels in Taiwan. It is a failure in the process’ innovation. As for the product’s innovation, it has certain extent of efficiency because it isn’t vertical integration between CATV and set-top box (STB); the result of manufacturers has competition. In summary, we can see that while Taiwan’s media service is a competitive market. However, Taiwan has yet to face many development obstacles in making implementing the digitalization of the cable TV.
The thesis emphasizes on drafting three dimensions and fourteen items for cable TV digitization through literature review. The study adopts the Analytic Hierarchy Process (AHP) by analyzing questionnaire survey for industrial experts and discovered which is the important.
In conclusion, industrial experts think that the so-called “top priority” is the deregulation of rates for analog channel. During the digital channel rate deregulation review; one-third of households are in favor of relaxing the restrictions and the STB’s allowance. The study suggests that government can follow the “top priority” to plan digital policy in short term, and other items can be planned for future policy revisions. In this study, postgraduate used quantitative methods to provide regulators introspection about digital TV policy at this stage, reduce the waste of resources and improve the general proportion of digital TV.

並列關鍵字

CATV ； rate-of-return regulation ； horizontal regulation ； STB ； AHP

參考文獻

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