A Study of Digital TV Strategy in Taiwan :Chunghwa Telecom MOD V.S Cable TV Multiple System Operators

A Study of Digital TV Strategy in Taiwan :
Chunghwa Telecom MOD V.S Cable TV Multiple System Operators

《Abstract》

For the progress of technology , the limit between TV broadcasting and telecom becomes vague. In Taiwan, various delivery platforms are developing digital TV business, including cable television and the telecom companies. This study uses qualitative (including Documentary Analysis, In-depth Interview, Value-net Analysis, Five Forces in the market Analysis) approaches , focus on cable MSOs (Multiple System Operators) and chunghwa telecom MOD(Multi-media on Demand).Try to figue out the competing and cooperating strategies of cable MSO and MOD.
The conclusions of this study are:
一、 Chunghwa Telecom MOD
（一） Five forces：The power of supplier and buyer ; the threats of subsititute are high.
（二） Value-net strategies：Introduce new chanel suppliers ; expand personal services ;combine industry and complementary resources.

二、 Cable MSOs
（一） Five fources：The power of competitor is limited ; the power of supplier depends on its programs ; the power of buyer in the short run is high , but it’s low in the long run.
（二） Value-net strategies：Introduce new chanel buyer ; cooperate with other MSO.

三、 Consumer welfare
（一） Classsification will rise the payment of heavy-user ,and reruns of programs.
（二） Cross or exchange sections will lead to monopoly situation.
（三） Cable MSOs can bind consumers by different type of set-top box .