網路和行動科技的發展，促使全球進入OTT服務時代，職業運動產業亦深受影響。中華職棒於2014年成立CPBL TV，成為台灣職棒OTT服務之先驅；隨後發生電視轉播權爭議，下半季起改由球隊各自尋找轉播單位，各球隊並於2015年開始陸續與網路平台合作，建立球隊OTT服務。本研究運用運動媒體複合體的概念，探討在OTT服務時代下新媒體加入後，對該複合體中「運動－媒體－廣告」三角架構帶來何種變革，並分析運動組織及媒體如何看待在OTT服務時代下的中華職棒轉播權利市場，以及其因應策略。 本研究以深度訪談的方式，與八組中華職棒權利市場相關的受訪者進行訪談，試圖建構目前中華職棒轉播權利市場的輪廓，並輔以媒體報導、新聞稿等次級資料加以補充。研究發現，目前中華職棒各球隊除了與有線電視頻道業者保持密切轉播合作關係外，在網路轉播權利上，亦會考量球隊需求，包含轉播權利金、平台客群，與合適的網路平台簽訂轉播合約。然而在轉播內容上，網路OTT業者仍無法突破由有線電視頻道業者所掌握，製作賽事內容的能力，因此新媒體只能透過增加轉播隊數、自製節目內容、提升平台附加功能等服務上做出差異性。 從台灣職棒OTT服務發展來看，在運動媒體複合體的架構中，運動組織與媒體的角色儼然轉變，球隊受惠於網路科技，建置球隊媒體頻道／平台的門檻已大幅降低，提升其自主性。OTT業者將增加運動內容的投資，甚至轉型為以運動為主的媒體平台。然而，OTT服務發展仍受限於媒體的內容產製能力，在轉播權談判中球隊因此無法獲得太多自主空間。 / Along with the emergence of OTT service development in modern society, broadcasting rights market in Taiwanese professional baseball industry has changed radically. A broadcasting rights controversy occurred between Chinese Professional Baseball League (CPBL) and international sports agency MP & Silva in 2014. This forced the baseball teams to seek for broadcasters by themselves. At the same time CPBL TV, the first formal OTT service in CPBL, was established, and thereby inspiring the teams to establish their own OTT service. This research employs the concept of Sports-Media Complex to analyze the impact of OTT service on Taiwanese professional broadcasting rights market. Methods include in-depth interviews and document analysis. Besides keeping partnership with cable television operators, teams also look for the suitable broadcast partners on the Internet platform. Broadcasting rights fees and the users are their concerns while signing contracts. Unlike cable television operators, OTT service providers are still unable to broadcast on scene..Therefore, OTT service providers can only make a difference by increasing the number of broadcast teams, enriching the content of self-made program and upgrading the platform's additional functions. To sum up, the role of sports organizations and the media has changed in the structure of Sports-Media Complex. Sports organizations nowadays intend to build their own media channels and platforms, enhancing their ability of autonomy. OTT service providers increase the investment of sports content, and create a sports-based media platform. However, each team’s autonomy and negotiation chips are still limited by their media production abilities.