Research on the Development Strategy of Taiwan DTV Receivers

• Main Authors: Ju-Song Kao, 高如松
• Other Authors: Houn-Gee Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/55425017059283250510

碩士 === 國立清華大學 === 高階經營管理碩士班 === 91 === Research on the Development Strategy of Taiwan DTV Receivers Student: Ju-Song Kao Advisor: Dr. Houn-Gee Chen Abstract: With the progress of digital television broadcasting in many countries, the traditional analog television would be replaced by the digital television in the near future. Taiwan government hopes that the television in Taiwan will enter the digital age in 2004. However, the standards of digital television products are still not clear in Taiwan at present. It makes the digital television vendors difficult to develop and invest. In this thesis, the product design is taken as the base to investigate the development strategy of the digital television receivers in different fields, which include the digital terrestrial broadcasting, digital cable and digital satellite broadcasting. Based on an empirical study, a development strategy is proposed by this result; it can be a reference for the digital television vendors to make the investment and development effectlier. This thesis uses the characteristics of digital television on the transmission standards, the standard of data broadcasting and the payment standard as the aspects to research. We interview the experts in the digital television market at first. The research hypothesis can be got from these interviews. Then we use the questionnaire investigation to confirm our hypothesis. Finally, we propose the summaries and suggestions on the development strategy of the digital television receivers: 1. Digital terrestrial TV receivers: (1)Focus on the European DVB standard. (2)There is no possibility on data broadcasting and payment system. 2. Digital cable TV receivers: (1)Focus on the European DVB standard. (2)The OpenTV data broadcasting and CSA-type payment system will be the main stream. 3. Digital satellite TV receivers: - We suggest a strategy similar to the digital cable TV receivers’. Keywords: digital television receiver, digital terrestrial broadcasting, digital cable television, digital satellite television, transmission standard, data broadcasting, payment system.