台灣有線電視產業之系統與頻道市場集中度研究
Concentration and Conglomeration of Taiwan ’s Cable Television Industry

陳炳宏、鄭麗琪、楊雅雯
Chen, Ping-Hung

本研究以台灣有線電視系統台的訂戶數與頻道公司的營業額，來測量台灣有線電視產業的系統市場與頻道市場的集中度，包括系統市場以及頻道市場的前四大集中度(CR4)與前八大集中度(CR8)；此外本研究也由產業市場集團化的角度，同時測量集團掌控的系統台與頻道公司的市場集中情形，包括前四大集團集中度(chain CR4)與前八大集團集中度(chain CR8)。結果發現，若以CR4超過35%即代表該市場中度集中，超過50%即代表該市場高度集中，或CR8超過75%代表該市場高度集中的標準來判斷，台灣的有線電視產業中的系統市場與頻道市場，不管是個別系統或頻道公司，還是由企業集團掌控的系統與頻道市場，計算結果都證明是「極高度」集中的市場。

隨著全球媒體產業集團化與聚合化的發展，本研究建議媒體產業市場集中度的測量，除應關注於單一媒體市場的集中情形外，未來研究也應隨著媒體集團的跨媒體整合策略，而注意媒體集團跨媒體產業所引發的跨媒體集中度的情形，以便更精確掌握市場變化動態，不過如果台灣要建立媒體產業市場集中趨勢的話，不管是媒體內或跨媒體集中度，首先都應先有客觀且公開的媒體產業基本資料，否則集中度的計算便會困難重重。

This study examines ownership concentration in Taiwan ’s cable television industry, including its system and channel markets, by using concentration ratios (CR4 and CR8). In addition, this study also focuses on ownership concentration of media conglomerates in Taiwan ’s cable industry by calculating its chain CR4 and chain CR8 ratios. This study found that Taiwan ’s cable systems and channels were highly concentrated in the hands of few media conglomerates, meaning that the cable industry has become more oligopolistic. Recognizing the trends of media conglomeration and convergence, communications researchers in Taiwan should pay more attention to media ownership concentration across various communications industries or conduct further studies on cross-industry concentration in the communications sector. However, the goal will be achievable only if the basic data of the cable industry is reliable and can be publicly accessed.

有線電視，集中度，集團化，傳播產業，媒體併購

cable television，concentration ratio，media conglomeration，media industry，mergers and acquisitions

2000.06.26

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台灣有線電視產業之系統與頻道市場集中度研究.pdf