Organizational ecology examines organizational behaviors by looking at the interaction between an organization and its environments. Organizational ecologists believe that the appropriateness between an organization and its environment is the main reason for the survival of this organization. Unlike media economists, organizational ecologists define market competition from a different perspective.. According to organizational ecology, whenever there is overlapping between two organizations or two populations, they are in competition against each other. Therefore, competition is not always direct, nor is conscious. This study adopts the perspective of niche theory, which is one of the theories from organizational ecology, to analyze the impact of market competition on the terrestrial TV networks in Taiwan.
According to Dimmick (1993), the most critical resources in TV industry are advertising income, audience, and program content. This study employed one of the three resources, program content, to examine the impacts of satellite TV on the terrestrial TV networks in Taiwan. Data analysis shows that as the market competition increases, the niches of the terrestrial TV networks become narrower, and that the degree of program overlapping between satellite TV and terrestrial TV is high, so the competition between them are strong. More findings are discussed in the paper.
中文關鍵詞
市場競爭，生態理論，區位理論，區位寬度，區位重疊度，衛星電視
英文關鍵詞
Market Competition，Organizational Ecology，Niche Theory，Niche Breadth，Niche Overlapping，Satellite TV