日前行政院提出施政報告時指出，將以「挑戰二OO八」作為目標，研議一項為期六年的「國家總體建設計畫」，計畫中又以「兩兆雙星」的產業政策最受矚目，計畫中，數位內容產業是其中一環，希望能在2006年達到三千七百億台幣的產值，增加四萬個以上就業機會﹔經濟部甚至將成立「數位內容學院」，幫助數位產業培養傑出人才，強化國家的競爭力，台灣更訂定2006年為數位電視元年，全面轉換現有類比電視系統，進入數位化電視時代。 所謂「數位電視」時代，泛指數位電視之節目訊號採用數位影音訊號壓縮技術（Digital Video/Audio Compression），透過數位編碼（Digital Coding）與數位調變（Digital Modulation）來傳輸，並具有結合其他數位資料一起廣播之能力。 台灣的無線電視台早在2000 年舉行試播典禮，每天有五小時的數位節目播送﹔五大有線電視多系統經營者，（Multiple System Operator，簡稱MSO），包括東森、和信、台灣寬頻通訊顧問公司、太平洋聯網科技及其他，五大系統商掌控全台將近90%的有線電視收視戶，發展數位電視也最積極﹔衛星電視台如年代，也以衛星直播網路（Direct PC）方式播送數位電視﹔連電信業者如中華電信，更於2000年中成立「互動式多媒體處」，提供用戶互動式影音服務。 本文研究以「創新行銷」、「價值擴散」之理論為主軸，主要探討數位電視相關產業，未來能否成功，或被視聽大眾所接受，本研究之主要目的如下 一、 數位內容與創新擴散模式之關係：不同之數位電視業者，提供哪些不同　　　　　　之數位內容？能吸引哪些消費大眾 二、 數位電視之系統採用與創新擴散模式之關係 三、 數位電視之價格策略用與創新擴散模式之關係 四、 數位電視之使用簡便性與創新擴散模式之關係 本研究以歷史文獻分析法為研究主軸，蒐集國內外相關文獻、書籍、報告、期刊、論文等資料來源加以整理分析，並以國內現有之數位電視業者及其發展之商品，如何進行創新擴散，加以介紹、分析、比較，進而探討出其未來可能之發展與建議。 / The administrative Planning Report passed recently by the Executive Yuan indicates that taking [Challenge 2008] as the target, plan and discuss a 6-year plan, named [National General Construction Planning], and of which the policies for [The Two Trillion, Twin Stars] industry attracts more attention and the digital industry is one of sectors in the planning. We expect the production value would be up to NTD 370 billion in 2006, and increase more than forty thousand job opportunities; even the Ministry of Economy would establish [Digital Institute], for helping educate the outstanding talents in digital industry and sharpen the national competitive edge; and the year of 2006, which was regarded as the Digital Video Year by the Taiwan government, will witness the process of changing the simulating video system into digital video era completely. What is called [Digital Video] era, it is generally referred to the program signal for digital video adopted with Digital Video/Audio Compression technique, and through Digital Coding and Digital Modulation to transmit the message, and has the capability of broadcasting combined by other digital information. Early in 2000, the trying-out broadcasting cerebration of the Radiovision Station in Taiwan was held, and the digital program was broadcasted for five hours everyday; The big five CATV Multiple System Operator (MSO) includes Eastern Television, KG Telecom, Taiwan Broadband Communication Corporation (ANET), Pacific Broadband Company Limited, and others, which control nearly 90% CATV audiences, and develop the Digital Video actively too; The satellite TV station like ERA also broadcasts the digital video by the way of Direct PC; and the communication operator like Chunghwa Telecom established “Interactive Multimedia Office” to provide the interactive video service in 2000. The theory of “Innovative Marketing” and “Value Extending” is taken as the principle in this research, discussing mainly the digital video and interrelated industries, whether it is successful or not, or accepted by the audience. The main proposes as followings: I. The relations between digital and innovative extending; will different digital video operator provide different digital programs? What kind of audience would be attracted? II. The relations between digital video system and innovative extending model III. The relations between the price strategy of digital video and innovative extending model IV. The relations between the convenience of digital video and innovative extending model This research took historic literature analysis as its researching principle, based on the collection and analysis of interrelated literature, book, report, periodical and article etc. information in domestic and oversea, and introduce, analyze and compare how they innovate and extend upon the existing products developed by the digital video operator in domestic, and further discuss its future orientation and suggestion.

台灣有線電視早期因業者惡性競爭，採大量增加頻道、降價促銷方式爭取訂戶，形成獨特的「大碗公」收視文化，民眾支付六百元月租費，即可收看約一百個基本頻道。有線電視頻道雖多，但消費者事實上無力收視，卻仍需為其付費，同時無法選擇符合個人需求的頻道內容。在「大碗公」收視文化下，消費者收視權益難以保障，頻譜無法有效利用則造成社會資源浪費。 近年來消費者意識抬頭，反應希望收看較少的頻道並支付較少費用；為回應消費者擇其所好之收視需求，政府方面提倡實施「分組付費制度」。分組付費制度可落實使用者付費觀念，有助於業者提高市場運作績效、杜絕私接戶，並可保護青少兒收視環境。 過去業者曾經實施分級付費，然而並不成功；其後，政府方面亦提出數種分組付費模式，但截至目前各界仍未達成共識。分組付費立意良善，未能推動實為可惜，因此研究者針對產、官、學進行深度訪談，探討分組付費過去失敗因素、目前面臨問題、各界對分組付費之態度，試圖匯整不同意見，探討分組付費未來可能實施之方式。 研究結果發現，現階段分組付費面臨諸多問題。「大碗公」收視文化使消費者欠缺「使用者付費」精神；加上消費者對於目前有線電視滿意度頗高，推動新制動力不足。此外數位機上盒裝機意願低，亦影響分組付費之推動。業者方面，分組付費將使系統業者收視費之收益降低、購片成本提高；頻道業者廣告收益大幅減少，宣傳行銷成本上升，因此業者反對實施。政府方面認為現階段推動分組付費確有一定困難，但為維護消費者收視權益，未來仍應繼續推動。學者專家則呈現市場開放與加強管制的兩極意見。 雖然分組付費議題目前仍然缺乏共識，但研究者由研究過程中釐清現階段分組付費面臨問題，可供未來研究者針對問題擬定解決方案。研究者亦發現，分組付費並非孤立之政策，其與產業結構、數位化…等議題息息相關，建議未來可由結構面進行探討，同時思考有線電視數位化、相關法規之研議修訂…等議題。此外，為促使有線電視費率合理化，建議相關單位積極輔導其他媒體平台，促成市場公平競爭機制，並擬定具體之數位化政策，提供有線電視業者誘因與獎勵，以較有彈性的角度來思考分組付費問題。 / Because of the serious competition, during early developing time, Taiwan’s CATV system operators provided lots of channels and greatly lowered the CATV price to promote channel services. This promotion strategy has run for years and formed a very unique CATV environment in Taiwan. CATV consumers only have to pay NTD. 600 per month, then they can watch about 100 basic channels nowadays. Although CATV consumers can watch so many channels, they don’t really have so much time watching them all but still have to pay for them. Besides, the CATV bundling price doesn’t allow consumers to choose the channels they really need and want. On the social resource perspective, the CATV bundling pricing strategy keeps CATV channels from being used effectively and brings a waste. In recent years, consumers’ awareness of their rights is getting stronger. Consumers begin to find out the possibilities of paying fewer CATV price and watch fewer channels. In order to respond to the need of consumers, the government advocated CATV channel tiering policy. Channel tiering brings several advantages: consumers can be more active and own more choices; the CATV industry can work more effectively and system operators can prevent those who access CATV services illegally. Also, the advanced technology and hardware of channel tiering can prevent juveniles from watching inappropriate CATV programs. In the past, some CATV system operators tried to implement channel tiering, but it was not successful. The government also advocated several kinds of channel tiering models, but until now, there is still no consensus. CATV channel tiering is basically a good policy for consumers, and it’s a pity that this policy can’t be successfully execute. Therefore, by in-depth interview, the researcher of this study collects opinions from managers of CATV industry, government members and professors to discuss the failure reasons of channel tiering, the problems of execute channel tiering nowadays and different attitude toward this issue. Furthermore, the researcher tries to integrate different opinions to find out possible executive ways of channel tiering in the future. According to the research findings, CATV channel tiering faces many complicated problems now. First, because of the “bowling CATV culture”, Taiwan’s CATV consumers lack for the spirit of “user-payer” principle. Besides, they are pretty satisfied with the CATV services now and have no intention to push a new policy. Furthermore, consumers’ intentions to order digital CATV services and the distribution of DSTB are pretty low, and this situation barriers to the implementation of channel tiering, too. As to the CATV industry, the implementation will affect both CATV systems and channels, so the CATV industry objects to this policy. In order to preserve the rights of consumers, the government members hold that CATV channel tiering policy should execute in the future although it faces many difficulties now. They suggest the government should find an appropriate way and keep pushing this policy. The opinions from professors are very divergent. Some consider that the government should open the CATV market and give the industry more freedom, but some consider that the government should regulate more strictly. Although there is still no consensus on CATV channel tiering, the researcher has some findings during the research process. CATV channel tiering is a very complicated policy which relates to lots of other policies, laws and issues. Therefore, the researcher advices that the channel tiering issue should be considered together with other issues like digital policies, the problems of CATV industry structure and so on. Furthermore, in order to make the CATV service price more reasonable, the government should encourage more medium to provide services equivalent to CATV channel services, give consumers more choices, and build an equally competitive market. To summarize, the research advices that channel tiering issue is not a single policy and we should rethink it in a more flexible way.