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In light of the growing TV industry in Sweden competition is intensified. Production companies have increased in number and public service has gone through major organizational changes in order to adapt to the new market conditions. Stockholm is the major cluster for TV production. As a consequence production firms are located there. The thesis reveals that competition has risen and a certain trend of specialization has taken place. The Swedish public television provider has increased its collaboration with other production companies and also exports its own formats. As quality plays a crucial part in TV production it is relevant to understand the stakeholders and their definition of the concept of quality in relation to production and what role it plays in the interconnection between the decision makers and the creators. This thesis addresses two subjects. First the geographic nature of the Swedish TV industry: Its location, district and the network within the Stockholm region. Second the concept of quality and how the different stakeholders’ within the Stockholm region define quality in TV production. Using qualitative interviews similarities and differences in the concept of quality were discovered. The major differences are related to stakeholders’ relation to the cultural and economic spheres. Two formats were singled out for comparison: Reality shows and TV-series (all genres).  Firstly gate-keepers definitions in relation to formats and genres are analyzed through interviews. Secondly a participatory observation of the Swedish drama series Real Humans was conducted. By observing and interacting with the production and those involved the concept of quality is addressed in the creative context. I argue that there are similarities in the conceptualization of quality between different stakeholders but differences when prioritizing and crafting quality. Hence there is a complexity in the definition within TV-production which is identified and discussed in this thesis. / quality, TV-industry, gate-keeper, network

Playing an active supporting role in the development of film and TV industry is becoming an innovative city marketing strategy adopted by local governments in Taiwan recent years. The performance of a film and the outcome of city marketing policy involve a myriad of factors, and there lacks systemic indicators for local governments to evaluate the effect of city marketing through films and TV grams. This study, by exploring the cases of Kaohsiung City Government¡¦s efforts in supporting the development of film and TV industry, attempts to shed light on the strategic thinking in city marketing where ¡§public sector¡¨ is the main body, ¡§local¡¨ is the focus of marketing, and ¡§developing film and TV industry¡¨ is the methodology. This study employs the case study methodology, using the audiovisual policy of Kaohsiung City Government for case study. Through literature review and examination of theories on city marketing, this study sums up indicators and success factors mentioned in the literature to develop operational definitions for the film and TV industry and establish preliminary evaluation indicators. Furthermore, the study seeks out a representative panel of experts and uses the ¡§modified Delphi methodology¡¨ to obtain judgments and feedbacks for the indicators to render the construction of indicators more emblematic. Through questionnaire survey of 20 experts from the film and TV industry, academia, media, interested parties and public sector, this study constructs 38 evaluation indicators in five aspects, which are ¡§long-term goal oriented and using local resources¡¨, ¡§strengthening executive team and building local consensus¡¨, ¡§enhancing policy consensus and consolidating local resources¡¨, ¡§strengthening the contents of film or TV works with award-winning potential and stepping up international marketing¡¨ and ¡§establishing city brand and bringing in tourists¡¨, for city marketing through film and TV industry.

Den teknologiska utvecklingen öppnar möjligheter att utnyttja teknologi för att skapa konkurrensfördelar. Traditionella aktörer ställs inför utmaningar vid anpassning mot ny teknologi. Den här studiens syfte var att undersöka hur teknologisk utveckling har påverkat traditionella aktörers marknadsstrategier. Det har gjorts genom att studera traditionella svenska tv-bolags strategiska anpassning mot SVOD-tjänsternas ökade inflytande på den svenska tv-marknaden. Genom en kvalitativ metod bestående av fyra semistrukturerade intervjuer med tre stora svenska tv-bolag samt sekundärdatainsamling har empiriskt underlag samlats in och analyserats utifrån en teoretisk analysmodell bestående av Porters generiska strategier samt Kim et al.:s integrerade strategi. Resultatet indikerar att samtliga studerade tv-bolag implementerar integrerade strategier i olika konstellationer, samt att kostnadsledarskap är av ökande betydelse. Vidare används data i högre utsträckning i tv-bolagens marknadsstrategier. / Technological advances opens up opportunities for companies to utilize new technology to create competitive advantages. Traditional companies faces challenges when adapting to new technologies. This study aimed to explore how technological advances has affected traditional companies’ competitive strategies. This has been examined within the scope of the Swedish television market by analyzing how traditional Swedish television companies has adapted their competitive strategies to the market entry of SVOD services. The data was collected through a qualitative method including four semi-structured interviews with three major Swedish television companies and through secondary data collection. The data has been analyzed through an analysis model composed of Porter’s generic strategies and Kim et al.’s integrated strategy. The findings indicate that all studied companies implement integrated strategies in different constellations, and that implementation of overall cost leadership is of increasing importance. The findings also shows that big data is increasingly used in the examined companies’ competitive strategies.

本研究旨在探討台灣電視產業中，商品為何、商品的特性、商品的生產過程，以及與生產結構間的對應關係。本研究採行批判的傳播政治經濟學視野，對台灣四十餘年來的電視事業進行考察。研究結果指出，電視事業中的商品，首要應為節目本身，而台灣的電視節目的首要消費者，是廣告業主而不是觀眾。同時因為國民黨時期無線三台特殊的經營體制，形塑本地節目製作業的特性：規模小、業務人員為公司主要人力。導致台灣節目的廉價化與廣告化，不論在三台寡占市場時期，或衛星電視頻道百家爭鳴時期，皆是如此。 / My objective is to find out the commodity in TV industry in Taiwan, and figure out the characteristics of the commodity, the production process, and the relationship between the commodity and the production structure. Therefore, I studied the TV production process in Taiwan for 40 years from an critical political-economy perspective. At the end, I figure out that the commodity in TV industry is programmers, and the very first consumer of this commodity is advertisers rather than audiences. Because of the special operate model of three main TV broadcasters protected by KMT, TV program producers are small and poor, and they spend too much time in maintain the relationship with advertisers and TV managers. After all, TV program in Taiwan looks like advertisement and the quality of it is low end. No matter the market is monopolized by the three main broadcasters, or opened for hundred of satellite channels, the circumstance are all the same.

隨著傳播、網路、資訊等科技等發展，電視服務已可邁向互動電視服務。然而，因於互動電視服務不僅涉及科技、商業、政策等層面，更因其具有電視服務的大眾傳播特點，而影響社會大眾、法律規範，並促使商業運作的改變，故互動電視服務的研究，可以非常廣泛與深入。然而本研究為促研究聚焦而著力電視傳播產業投入互動電視觀看型、購物頻道型與商務型服務時，所需考量的觀念面和營運面之探討。 其中，可發現電視傳播產業提供互動電視觀看型、購物頻道型與商務型服務，具有的共同點：業者需具有的能力，包含提供互動電視轉播、附增與插播內容與服務等以滿足用戶觀看、交流與交易所需的前端與後端能力、對訂戶端收視情況與收視意見的回傳資料直接取得與運用的能力；而用戶需具有可與接收業者內容與其交流的家庭終端設備與操作設備。 互動電視服務與目前多頻道電視服務異同處是電視傳播產業業者在運作互動電視服務時應考量的要項。本研究發現可以延伸多頻道電視市場之市場結構－行為－績效而建構電視傳播產業運作互動電視服務時應考量的項目與架構。另外，多頻道電視服務演變為互動電視服務是需要時間；電視傳播產業業者應有互動電視服務市場開創期（即多頻道電視服務為主，而互動電視服務為副的時期）與互動電視服務市場競爭期（即互動電視服務普及化的時期）之觀念。業者身處於市場開創期之策略思維與身處於市場競爭期之策略思維應有異。 而業者投入互動電視觀看型服務，應了解此型互動電視服務乃著重提供用戶不涉及商務交易之觀看及交流的內容與服務，則拓展用戶的閱聽範圍與收視便利性是其著力點；用戶於節目收視面與廣告效力面的回傳資料是可幫助業者了解用戶的收視而利於營運的改進。至於探討電視傳播產業投入此型互動電視服務的市場結構－行為－績效分析，可以劉幼琍(1997)所提的多頻道電視市場結構－行為－績效分析為基礎，但須增加「資訊科技」以表達對直接互動層次與附增內容範疇等直接互動化層面之重視。而個別公司投入績效之探討，於開創期時，可從扮演互動電視服務先驅者角色之權威性優勢、附加互動電視服務而建立有線電視服務之差異化優勢、或以掌握訂戶直接回應而強化有線電視服務之資訊性優勢等探討之；於競爭期時，可從公司於以訂戶收視為終端、以企業廣告為終端、以回傳資料應用為終端等價值鏈之角度探討之。 而業者投入互動電視購物頻道型服務，應了解此型互動電視服務乃著重以提供用戶電視線上購物的內容與服務，則提供吸引用戶進行電視線上購物的內容及便利性是其著力點，亦即完善提供吸引用戶購物之前端內容以及購物前、購物時與購物後的（包括物流、客服等）商務流程，是提供此型互動電視服務的要件。而用戶呈現於購物前反應與購物後意見的回傳資料，可助業者對商品挑選、流程設計、服務內容等營運層面的改進。至於探討電視傳播產業投入此型互動電視服務的市場結構－行為－績效分析，可以互動電視觀看型服務市場結構－行為－績效分析為前端內容基礎，並於節目製作項目納入電視購物服務內容分析之考量，以表達對電視購物情境設計的重視，再加上流通業與Scherer and Ross(1990)產業研究的結構-行為-績效模型發展後端買賣執行的市場結構－行為－績效分析。而個別公司投入績效之探討，可以與其相近的線上零售商 (Afuah and Tucci,2003) 為探討方向。 而業者投入互動電視商務型服務，應了解此型互動電視服務乃著重提供用戶與加盟的第三方業者進行電視線上交流或交易的內容與服務為主，則拓展用戶進行電視商務的便利性是其著力點，即互動電視商務平台經營商須著重提供吸引並完善導引用戶到加盟的第三方業者視訊網站的（互動電視）內容/服務，而購物前、購物時與購物後的商務流程是加盟的第三方業者所需注意。而用戶呈現於要求導引前的回傳資料有助業者改進包含導引服務的內容與服務、導引後的反應及與加盟的第三方業者交易之回傳資料會影響業者與第三方業者加盟條件，故皆須注意、用戶於節目收視面與廣告效力面的回傳資料，可助業者對商品挑選、流程設計、服務內容等營運層面的改進。至於探討電視傳播產業投入此型互動電視服務的市場結構－行為－績效分析，可以互動電視觀看型服務市場結構－行為－績效分析為前端內容基礎，但部份項目須加入擔任導引服務提供者的考量，並須加上「入口加值服務」項目，以表達對導引服務提供者的注重。而個別公司投入互動電視商務平台經營商績效之探討，可以訂戶收視為終端或以企業廣告為終端等兩種價值鏈斟酌追求權威性、差異化或低成本策略為探討方向。 本研究期藉由對電視傳播產業投入互動電視觀看型、電視購物型、商務型服務運作的探討，而鼓勵資訊與電視傳播產業投入互動電視服務，以利互動電視服務的實務營運，進而發展電視商務，開創另一商務高峰，即是本研究目前貢獻。 對後續的研究建議，從研究內容與研究方法提出。在研究內容方面，一則可深入互動電視服務運作以外層面的探討，如與收入、投資、產業合作等層面，以利互動電視服務的實務發展。二則可深入其他互動電視服務類型的探討，如Tsaih et al. (2005)所提的互動電視網際網路型服務等類型，以促研究的完整。在研究方法方面，一則可以個案方式進行研究，而以第一手的實務資料擴大或深入研究。二則可以量化方式進行研究，而以數據資料的佐證、統計檢定的類推、真偽假說的實證等量化資料而強化研究。 / The development of information and televisual technology has led to a nascent market for interactive TV (hereafter, itv ) service. Since the provision of itv involves numerous sectors, this study discusses the different aspects of itv service including viewing, shopping and business service. In this study, the performance of individual service provider is analyzed at two different phases: the phase of development and the phase of competition. The study of the former focuses on pioneering authority, service differentiation and information, whereas study of the latter examines the value chain of user-viewing, business-advertising and data collection. The study shows that providers of itv shopping channel service are concerned with creating attractive content and managing easy shopping service. In analyzing the market structure, conduct and performance, this study includes the “TV shopping service content” and “design of TV-shopping surroundings” factors in investigation of the front end, and utilizes the model of market structure and economic performance of Scherer and Ross (1990) for examination of the back end. The study demonstrates that providers of business service are concerned with enhancing the content and improving communication service for users and third parties. Market research on viewing and communication patterns can offer significant insights for service providers. In analyzing market structure, conduct and performance, this study builds upon the model of front end research with the addition of “portal service” with particular emphasis on the factor of “guidance”. The performance of individual provider is assessed by examining the value chain of user-viewing, business-advertising and data collection. Issues of authority, differentiation and operational costs are taken into consideration.

本研究是以產業分析結合情境分析法找出台灣液晶電視產業的過去、現在影響發展的因素和未來的可能的情境及策略層面，以供關心台灣液晶電視產業發展的同業參考。在完成產業的情境分析之後，本研究也將以個案:奇美新視代為例分析其可能的因應策略。 本研究對產業因素及產業情境分析主要是從產業環境、產業結構、廠商行為三個面向結合相關財務的資料佐證本加上五力分析的結果，作為情境分析法的影響因素來源。 而後是以對應產業情境分析法，將其分析結果，結合競爭優勢和相關產業策略以及白地策略產生相關台灣液晶電視產業的相關情境下之可能策略並對應個案奇美新視代的因應策略。 而根據情境分析的結果，立即應進行的是產業內競爭力的提升，透過垂直整合和水平購併使台灣液晶電視產業相關業者區域內競爭力提升。 就長期而言，要培養具國際視野和最新技術的國際頂尖學者，也要針對產業和新技術的政策擬定針對性市場技術開發策略，以利後續產業國際化和國際品牌的配合與銜接。 / This research applies Industrial and Scenario Analyses to figure out the factors that are affected from the history and current states to generate the future developments of Taiwan’s LCD TV industry. It also acts as a reference to companies who concern about the developments of this industry. Besides, after the Scenario Analysis of Taiwan’s LCD TV industry, this research will take the company, CHIMEI Nexgen, as an example to analyze its possible responding strategies to this industry. The research starts with the analysis of 「Structure-Conduct-Performance, SCP」 and the related financial information. Moreover, it uses five forces as the factors of Scenario Analysis. Afterwards, it corresponds with the industrial analysis to use the result and competitive advantage, related industrial strategies and White Space Strategy. According to the results of scenario analysis, what CHIMEI Nexgen should do is to uplift its competitiveness in Taiwan’s LCD TV industry through vertical and horizontal integrations of the value chain. As a long run, it is important to develop international top scholars with the global vision and state-of–art technologies for Taiwan’s LCD TV industry. Moreover, for industrial and high-technology policies, Taiwan’s LCD TV industry should map out the expending technical developing strategies that focus on international market in order to correspond to its follow-up products and international brand.