| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 90 === The utilization of new information communication technologies （ICTs）is changing the way we communication , organize our work and companies or do business in general. Dealing with altered industry structures through mutual innovation , traditional frameworks have to be revaluated and will be modified or extended in order to give direction for an adequate strategy. This study analysis the phoneme of convergence between the online servers and TV industry, and introduction the TV development in recent years.
The conclusions of this research revealed as follow：with the thrive of cable TV and satellite TV, the advertising revenue and rating of broadcasting TV in Taiwan have decreased. The introduction of interactive TV(shorten as iTV) was seen as an opportunity to break the old marketing systems of TV stations if the innovating company would be able to establish a quasi monopoly in the sense of Schumpeter. Competitors in iTV industry include telecom , cable TV and satellite TV operators. The factors that are obstructing the iTV development include cost , network and service structure, policy , integrated staff with media and information technology expert and marketing. The entry barriers of the new market are capital requirement , economies of scale, product differentiation, legislation and absolute cost advantage .
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