| Abstract: | 長久以來，收視率調查被視為是一個很重要的回饋機制，因此收視率數據牽動了電視公司、廣告主、製作單位龐大的利潤，也決定了節目播出的長短。因此透過了解收視率的角色與台灣收視率調查產業狀況，本研究分析有線電視業者藉由數位機上盒切入收視調查產業的可行性進行分析與探討。 本研究以Porter 的五力分析架構作為研究主軸，採取次級資料分析與深度訪談兩種方法。 研究發現現有收視調查業者間之競爭態勢，處於寡佔的AC尼爾森，面對大環境的轉變及數位化的議題之後，已經準備好進行轉型與開發新方法與新技術以維持競爭力；潛在新進收視調查公司威脅，進入障礙低，且數位化電視台能藉由數位機上盒進行資訊收取，此一作用力的威脅將會大大提升；替代品的威脅部分，由於有線電視數位化發展的競爭實力以及其他相關有線、無線寬頻平台的同步發展，數位機上盒取代目前常用之個人記錄器的替代品威脅作用力有日增之現象。供應商部分收視調查市場之相關硬體提供廠商如電信業者與個人記錄器均已是成熟產品因此在議價能力上不足，然一旦數位機上盒成為收視調查市場之收視工具時數位機上盒之議價能力將相對大增；最後，客戶議價力部分，廣告客戶與電視節目，由於收視調查公司擴增，依供需角度評估，廣告客戶議價力則有微幅提升的現象。 最後有線電視最大的優勢在於因為政府法令規定將進行全面數位化，機上盒的鋪置將比其他廠商所能獲得的回收利益較大，因此可行性相對其他市調公司高。
TV rating has long been seen as an important feedback mechanism. Its results greatly affect the immense profits of TV companies, advertisers, and program producers, and also determine the length of the programs. Therefore, through study of the role of TV rating and the Taiwanese TV rating industry, this paper will analyze the possibility of cable TV proprietors’ entrance into the current audience rating industry through the digital television set-top-box device. This study adopts Michael Porter’s “Five Forces Model” to examine the TV audience rating market in Taiwan, and employs both secondary data analysis and in-depth interviews as its research methodology. The study first looks at the intensity of competitive rivalry within the current audience rating industry. AC Nelson, currently cornering the market, faces a climate change in the industry and more specifically, the topic of digitalization. In order to maintain its core competence in the industry, it has gone through steps of transformation and developed new methods and new skills. In the discussion of new entrants, since there is a low level of entry barriers, and digital TV stations are able to access information from Digital set-top-boxes, the threat of this particular force will be greatly increased. As for the threat of substitute products, because of the profitability of cable TV digitalization and other co-existing development in cable and broadband TV platforms, the threat that digital set-top-boxes hold against the individual recording devices currently in use has also seen a steady increase. In terms of suppliers, since the development of hardware in the audience rating industry, such as telecommunication apparatuses and individual recording machines, have become stabilized, the suppliers of such hardware are lacking in bargaining power. Conversely, once the digital set-top-box becomes the viewing method for the audiencerating market, its bargaining power will increase. Finally, in the evaluation of bargaining power of costumers, in this case the advertisers and TV shows, this study shows that judging from the supply and demand principle, advertisers have a slight bargaining power advantage due to the expansion of the TV rating industry. In conclusion, the greatest advantage for Cable TV lies in that according to recent legislation, the audience rating systems will soon become completely digitalized. In this case, the distribution of set-top-boxes by Cable TV proprietors will generate more profit than that of other industry competitors. Therefore, the level of feasibility for this method by Cable TV proprietors is higher than that of other TV rating organizations. |
