published_or_final_version / Business Administration / Master / Master of Business Administration

by Ma Hon-chung, Paris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [B-1]-B-3. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Cable TV as an Advertising Media --- p.1 / Chapter 1.2 --- Cable TV as a Direct marketing Tool --- p.3 / Chapter 1.3 --- The Research Objectives --- p.8 / Chapter 1.4 --- The Hypothesis --- p.10 / Chapter 1.5 --- The Significance of the Research --- p.11 / Chapter CHAPTER II --- RESEARCH DESIGN AND METHODOLOGY --- p.13 / Chapter 2.1 --- Variables --- p.14 / Chapter 2.2 --- Literature Survey --- p.16 / Chapter 2.3 --- Brief Technical Study --- p.16 / Chapter 2.4 --- Sampling Plan --- p.17 / Chapter 2.5 --- Sampling Criteria --- p.18 / Chapter 2.6 --- Product Design and Demonstration --- p.20 / Chapter 2.7 --- Consumer Research --- p.21 / Chapter 2.8 --- Analysis and Conclusion --- p.22 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.23 / Chapter 3.1 --- The Early Systems --- p.23 / Chapter 3.2 --- Home Shopping through Viewdata System --- p.25 / Chapter 3.3 --- Industrial Experience of Home Shopping through Cable TV --- p.27 / Chapter 3.4 --- Other Related Studies --- p.30 / Chapter CHAPTER IV --- A BRIEF TECHNICAL STUDY --- p.32 / Chapter 4.1 --- Compostion of a Direct Response Cable TV System --- p.32 / Chapter 4.2 --- Cable System in Hong Kong --- p.33 / Chapter 4.3 --- HDTV and Future System --- p.35 / Chapter CHAPTER V --- CONSUMER RESEARCH - RESULTS AND ANALYSIS --- p.38 / Chapter 5.1 --- Summary of Procedure --- p.38 / Chapter 5.2 --- Samples Achieved --- p.40 / Chapter 5.3 --- Shopping Habit and Shopping Decision --- p.42 / Chapter 5.4 --- General Reception and Expectation --- p.44 / Chapter 5.5 --- Preference on Format and Program View Time --- p.46 / Chapter 5.6 --- Merchandise and Presentation --- p.47 / Chapter 5.7 --- Price Tolerance --- p.48 / Chapter 5.8 --- Response Method --- p.49 / Chapter 5.9 --- Delivery Option --- p.50 / Chapter 5.10 --- Payment Option --- p.51 / Chapter 5.11 --- Merchandise Return Policy --- p.51 / Chapter 5.12 --- Other Attributes --- p.52 / Chapter CHAPTER VI --- CONCLUSION AND RECOMMENDATION --- p.54 / Chapter 6.1 --- Limitation of the Research Reinstated --- p.54 / Chapter 6.2 --- Conclusion and Suggestion --- p.55 / Chapter 6.2.1 --- Group Difference - Inference --- p.55 / Chapter 6.2.2 --- General Reception and Expectation --- p.57 / Chapter 6.2.3 --- Program Format and View Time --- p.58 / Chapter 6.2.4 --- Merchandise and Presentation --- p.59 / Chapter 6.2.5 --- Price --- p.59 / Chapter 6.2.6 --- Response Method --- p.60 / Chapter 6.2.7 --- Order Acknowledgement --- p.60 / Chapter 6.2.8 --- Delivery --- p.60 / Chapter 6.2.9 --- Payment --- p.61 / Chapter 6.2.10 --- Merchandise Return Policy --- p.61 / Chapter 6.2.11 --- Others --- p.62 / Chapter 6.3 --- Recommendation --- p.62 / Chapter 6.4 --- Areas for Further Research --- p.65 / Chapter CHAPTER VII --- SUMMARY OF FINDINGS --- p.67 / APPENDIX / Chapter 1. --- Consumer Research Focus Group Discussion Guide --- p.Al-1 / Chapter 2. --- Consumer Research Visual Aid ´ؤ Contents --- p.A2-1 / Chapter 3. --- Consumer Research Sample Quota Sheet --- p.A3-1 / Chapter 4. --- Sample Profile --- p.A4-1 / BIBLIOGRAPHY

by Yang, Grace Rosa, Lau Tat-chi, Edmond, Wong Chi-keung, Wilson. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 19-20. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF CHARTS AND TABLES --- p.vi / PREFACE --- p.ix / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- RESEARCH OBJECTIVES --- p.3 / Chapter 3. --- CABLE TELEVISION: DEVELOPMENT AND BIBLIOGRAPHY / Development of Cable Television in the West / Origins --- p.4 / Growing Popularity --- p.5 / Changing Nature --- p.5 / Present Situation --- p.6 / General Services Offered by Cable Television --- p.6 / History and Development of Hong Kong Cable TV --- p.14 / Advertising on Cable Television / Information on Cable Television Subscribers --- p.17 / "Cable TV vs ""Traditional"" TV with respect to Advertising" --- p.17 / Bibliography --- p.19 / Chapter 4. --- PROFILE REPORTS / Company Profile --- p.21 / Product Profile / Programming --- p.22 / Advertising --- p.24 / Market Profile / Media Scene --- p.25 / Television --- p.26 / Demographics --- p.30 / Advertising --- p.33 / Future Development --- p.38 / Chapter 5. --- RESEARCH METHODOLOGY / Research on Advertisers/ Advertising Agencies / Objectives --- p.39 / Research Design --- p.40 / Data Collection Instrument --- p.40 / Response --- p.41 / Research on Household Subscribers / Objectives --- p.41 / Research Design --- p.42 / Data Collection Instrument --- p.42 / Response --- p.42 / Chapter 6. --- FINDINGS AND INTERPRETATION / Research on Advertisers/ Advertising Agencies / Response and Demographics of Respondents --- p.43 / Advertising --- p.43 / Cable Advertising --- p.44 / Research on Households / Response and Demographics of Respondents --- p.48 / Factors affecting decisions about subscribing to cable TV --- p.48 / Media time-spending pattern --- p.52 / Families' opinions on TV programmes --- p.56 / Chapter 7. --- RECOMMENDATIONS / Marketing Objectives / Household --- p.64 / Programming --- p.65 / Advertising --- p.65 / Marketing Strategies for Household Subscription / Product --- p.66 / Pricing --- p.67 / Promotion --- p.68 / Marketing Strategies for Advertising / Product --- p.69 / Pricing --- p.70 / Promotion --- p.71 / APPENDICES / Chapter 1. --- Chinese Version of Questionnaire for Households / Chapter 2. --- English Version of Questionnaire for Households / Chapter 3. --- Questionnaire for Agencies /Advertisers / Chapter 4. --- List of Channels Proposed by Hong Kong Cable Communications / GLOSSARY

Abstract An information transmission revolution within cable television companies in Kaohsiung City has proclaimed for years,of which playing the role on company registration to government authority from illegal to legal since telecommunication energized through scattered dispatching to , integration which contains information and entertainment programs as represent to the subscriber by its essential factors recently.However,vicious competitions among consortiums make the correlative cable market centralization.By the time being,according to an investigation survey for medias,government authorities,and science reports indicate that the majority of subscribers are dissatisfied with the dispatching quality prior to the first receiving relevant services.Consequently,appeal to resolve regards cable television program qualities by scholars in terms of protecting customers¡¦rights and interests become a topical subject recently. A raging fire like price competition launch into local cable television companyies give integration opportunity for consortiums for their fortune,which they participate in the business after a number of bankrupt cases happened to local cable companies.However,as compare to the present cable rental to the previous schedule,the rental charges have been risen from two to three time than ever before,yet the price decision making only by those new cardinals prior to the the beginning of 1991.Regarding protest against rising rental charge by consumers,of which whether it is an alternative acceptable by consumers and capaibility of against cable companies¡¦rental charge? In this study by adopting a survey onto a period of primary rental adjustment in 1991,catalogue it into several topics of integrated quality satisfaction about cable companies¡¦service,a rental adjustment satisfaction responded by consumers¡¦visual impression as subjects perceiving the programs and those package whether comply with expected qualities.First,to catalogue the local subcribers whose age are from 16-year to 70-year and living in northern area of Kaohsiung County.Second,adopt individual interview as the manner to survey and employ layer random sampling to retrieve total 500 valid samples.Afterward,implement one-way ANOVA analysis,and linear structrual relation(LISREL) staistics analysis tools to process data analysis as for understanging local cable television subscriber satisfaction. In this survey documentation procedure may featured by several layers; such as service qualities,program qualities,and price factors.As investigating individual compositional variables valid level as the manner to provide reference for local cable television company to promote their entertainment programs,channel program arrangement,and attached rental policy formation.Moreover,business promotion employed by the cable companies through consumer-integrated satisfaction as for secures their superiority positions in the future aggressive telecommunication market.

Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references.

Thesis (M.C.P.)--Massachusetts Institute of Technology, Dept. of Urban Studies and Planning, 1982. / MICROFICHE COPY AVAILABLE IN ARCHIVES AND ROTCH / Bibliography: leaves 80-81. / by Marsha Regenstein. / M.C.P.

Taiwan's new media have developed quickly since the mid-1980s. However, media legislation has lagged behind the introduction of new media technologies. For instance, the wide-spread but still entirely illegal cable television-linked service, the Fourth Channel, is a unique feature of the development of new media in Taiwan. This idiosyncratic situation in Taiwan's media industry cannot be simply described as due to the rapid development of technology. The aim of this thesis is to provide a context in which to examine the development of television broadcasting and the introduction of cable and satellite television in Taiwan and its idiosyncratic nature. This thesis (1) explores the major factors in influencing the development of the television system in Taiwan; (2) identifies the similarities and differences of the introduction and development of television, cable and satellite television systems between Taiwan and the United States, the United Kingdom, Australia, Japan and Hong Kong; and (3) analyses the implications of the introduction of new media (cable and satellite television) in Taiwan. The study reveals that Taiwan's television system has been heavily influenced by its unique sociopolitical, economic and cultural circumstances. As a result, a particular form of the television system, which does not fit into the models provided by the five selected case studies, has developed in Taiwan.

Cable television is an essential part of Taiwanese¡¦ life and its penetration has been already over 80%. However, the community public are lacking of positive identification toward system operators because of some problems resulting from rapid development of the industry and industrial features. The system operators not only serve the principal client, the community public, but also play the key roles in the whole working. Unfortunately, cable system continues to merge and to converge since the Cable Radio And Television Law enacted.Besides, due to the financial default of over-competition, the cable television system operators ignore the operation and development of community relationship, which is highly associated with sustainable running itself. This is also the main discord between the cable television system operators and the community public.To make a comprehensive survey of the related research on cable television, most of them focus on the performance, management strategy, rating, satisfaction and program planning. Generally speaking, these researches lack of the discussion of community relationship. Therefore, the purposes of this research include three dimensions. n To discuss the operation of cable television system operators in managing community relationshipn To find out the requirement of the community public toward cable television system operatorsn To offer operational suggestions to the cable television system operatorsThis research aims at the cable television system operators in Kaohsiung as the target group. In order to understand the community public¡¦s needs of the cable television system operators, this research first takes advantage of focus group discussion to survey the community opinion leaders¡¦ comment and depth interview method to discuss how system operators manage their community relationship as well.The third step of this paper is to add quantitative dimension to complete the research. In this part, a survey to understand the opinions of community public regarding to the community relationship that cable television operate is processed. The last part of this paper explains the data with relationship marketing in three dimensions: identification, satisfaction and participation. This paper expects to offer operational suggestions to the cable television system operators.The main results as follow:n The cable television system operators offering the basic service obtain the identification and satisfaction from the community public.n The cable television system operators view the constructional participation as the highest level in building up the community relationship.n The community public highly expects the cable television system operators to play a local media role.n The cable television system operators should improve the participation and the relationship with community public.

In recent years, information are digitalized with anything, beside internet, local cable companies are trying to upgrade their existing cables to provide many digital services to give their customers other than watching television. The boundary between traditional Internet Service Provider and local cable company slowly diminished. However, this new market require a huge investment with complex government regulation and face of many new competitors. Therefore it is believe a strong strategy tool will come in handy to help the existing company make better business judgments. This study will intend to use Strategy Map, Balanced Score Card to simulate a dynamic review upon this market of digitalized television market, together will create a system dynamic model capable of evaluate many decisions the company will be making in the future. 1. The decision of this business is often under limited resource in different stages, therefore different strategy will be carefully apply to give their best outcome, this model will tend to analysis these situation and come up with best result. 2. Under government¡¦s new digital television regulation, pay per view policy start to merged and been accepted by the consumers. This model will show how this new trend of consumer habit tend to effect the company¡¦s market decision. The study shows that: 1. Digital competition comes with many hidden factors, a robust entry to this market will result a failure on other segment which fail to follow up, this will eventually brings a chain reaction of total devastating outcome. 2. Human capital is another key factor of this subject, most scenario suggest company will be better taking this matter outside the film by using outsourcing. 3. The whole digitalized network require huge amount of capital, a shortage of capital pool forms a ¡§V¡¨ shape in the time curve, resulting a slowly drop of effeteness, this is adjustable by the different type of strategy company use in this matter. 4. Consumer¡¦s extra spending is the key income to the market, Company will need to provide better service to increase the amount of money customers willing to spend to the television service. 5. The model shows a ¡§pay per view¡¨ system will generate less income in the beginning, but better consumer satisfaction in the long run. Once the consumers are believed in the service, they will willing to try out and spend on other service.

This thesis examines broadcast policies and policy documents in Canada and the United States to determine whether and to what degree they make provision for the public's access to television. Government policies and policy documents are examined at the federal and local level, and a case study of two cable systems, one in Vancouver, B.C. the other in Seattle, Washington, supplies empirical data to corroborate how policy provisions for public access to television are interpreted and implemented. A neo-Gramscian concept of ideological hegemony broadly frames this study of the impact of public policy, specifically broadcast policy, on social structure and behaviour. Because a very small portion of the general population have access to television production and programming, they dominate the television discourse. Research that documents television’s pervasive stereotypic and derogatory treatment of women and “racial"/ethnic "minorities" as well as its perceived effect of contributing to the social and economic subordination of these populations in North American society is used as a basis for this study. This thesis argues that broadening the body of people who have access to the television production and programming process might encourage more accurate, positive and/or relevant television images and relations with positive social consequences. On one level, this is a matter of having broadcast policies which ensure such broadened access. Canada and the United States each have policy provisions for the general public's access to television which are based on notions of civic democratic participation in society. Analysis and comparison of these policies results in the conclusion that although both countries provide access to the public through policy, many of these provisions limit access in four areas: access to production, access to distribution, access to input, and access to viewing. Because television access policies limit the public's access increasingly, the broadening of the access base is impeded along with the challenge to the current structure, message and function of television. On this account, traditional agendas and images continue to dominate the airwaves and their educational power. Further study should be undertaken on: 1) the effects of television, 2) the public's use of community television/public access television, 3) the effects of community channels on viewers and whether they are different than the effects of broadcast television and 4) the effects of broadcast policy on the structure and function of television.