Summary: | 碩士 === 國立政治大學 === 廣播電視學研究所 === 100 === Competition and strategies in Singapore’s television industries were rarely examined despite the growing phenomena of such research in other countries. The implementation of the Cross-Carriage Measure presents a timely opportunity to examine developments, competition, strategies and the impacts of the Measure on the industry. Using the Five Force model, PEST and SWOT models as the basis for the research framework, this thesis adopted the case study approach and used documents from various sources to examine the industry and discuss the changes brought upon by the Measure.
Competition in the industry showed that SingTel Mio TV achieved more than 30 percent market share in 2011 since its entry in 2007 while StarHub TV grew less than one percent from 46.9 percent in 2007 to 47.5 percent in 2011. Such increase was due to the aggressive acquisition of premium programming. Competition between FTA television and the industry saw a 78 percent market penetration for the industry in 2011 and 80-odd percent for FTA television. Both providers used a combination of differentiation and cost leadership strategies to attract audience groups of different ethnicities and specific interests.
The outcome of the Measure required dominant player StarHub TV to offer its exclusive content to SingTel Mio TV’s subscribers at similar prices and quality. With the Measure, consumers could enjoy a greater variety of content at more affordable prices without incurring the inconvenience of having multiple set-top boxes. However, StarHub TV might not wish to bid aggressively for exclusive content, considering the high acquisition costs for both its cable and SingTel Mio TV’s IPTV platforms. Content suppliers might have lesser bargaining power for their content and more signing of non-exclusive agreements with providers. However, more competition might be expected as other operators can now acquire the previously exclusive content. The Measure might also lead to further increases in market share and ARPU for both providers as current subscribers could subscribe to other genres of content at lower subscription prices while others may see more advantages in subscribing to subscription television services. Both providers will have to devote more efforts into differentiating themselves and adopt different strategies if differentiation through exclusive content offerings were no longer used.
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