| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 107 === In the past 25 years, the promotion of the group payment policy seems to be in the same situation as the enemy. From many foreign experiences, this policy should be necessary without any major expenses; but the development of Taiwan's cable TV The process is analyzed or can be seen as a topic of historical work. Recalling that cable TV was converted from a common antenna to a fourth station, and then onverted from a cable television transmission system to a cable television system, it took a full 20 years.
In the era of the Warring States Period, cable TV operators had to promote the full-fledged charging scheme in order to speed up the market penetration rate, thus also ruining the people's consumption habits. In this way, the promotion of cable grouping and multi-payment selection mechanism not only faces the difficulty of changing the viewing habits of the people, but also thinks about how to break through the stable profit of the operators, and has less willingness to break the rule of thumb of the existing charging mechanism; The tricky issue is that the authorities have to deal with the complexities of system and channel operators discussing licensing fees and channel frequency every year.
Therefore, it is not difficult to understand that the crux of the attempt to change the rules of the game in the market lies in the timing of the promotion. It is only unexpected that it is such a long process. Taiwan Cable TV has not been able to promote the reason for group payment. It is caused by channel operators and system operators, due to private access or other factors, resulting in the upstream and downstream has been unable to use the correct data and create a reasonable trading model.
Beginning in 2012, the competent authorities began to actively promote the comprehensive digitalization of the cable, and continued to implement the mechanism of redemption of the cable rate for the growth of the cable rate. In addition, the “Cable Network Operation Area Expansion and Inter-regional Operation” and “Open New Operator Application” were launched. The two policies have indeed stirred up the ecology of cable system operations. These key issues have gradually affected the major changes in cable TV price wars and channel agency market share, and the topic of group payment has been included in the discussion.
The reason for the delay in the wired packet payment policy is indeed much more complicated than imagined. The promotion of such as the group payment mechanism may lead to the existing interests of the mainstream channel advertisement, the upstream and downstream channel authorization and distribution mechanism between the channel agent and the system operator will be affected, and the fixed income and channel purchase strategy for the cable audience will inevitably fluctuate.
As well as complex factors such as the deconstruction of new and nonhomogeneous new market entry strategies, they are all interlocking issues. In particular, the elections in Taiwan have often brought to the competent authorities the decision-making dilemma of "taking a rat or a dilemma" and have to persist in the "leading of technology and market decisions, industry-led and consumption decisions, and even policy-led and business decisions." . The wired grouping mechanism has several major features, but it can be confirmed that the path is still grouped down. For example, the most economical combination of ice and ice needs to be less than two hundred yuan, single-frequency single-buy or channel package ingredients package combination, breaking through the previous maximum limit of 600 yuan.
In addition, the following adjustments to the supporting measures are also worthy of attention, including the basic channel combination must be highdefinition or ultra-high-quality channels, and the basic channel licensing expenses account for 50% of the viewing fee income. In the 600 yuan fee specification, the system operator is allowed to assemble the basic channel combination of the third group or above, and the system shall not refuse the channel business to set the viewing price for the channel operated by the channel to allow the subscriber to purchase and other programs.
The upstream and downstream operators of cable TV are based on improving the rate of return on investment. If they can implement the payment of the group, the market will start to return to the quality considerations from the business model. The service has been adjusted and adjusted. It can be expected that the problem of paying for cable grading is not just a single issue, but it can be used to whitewash the peace. It is imperative that a reasonable charging model should be developed between the operator and the consumer as soon as possible.
|
|---|
