政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/117812
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51069913      Online Users : 911
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/117812


    Title: Sports media complex in stagnation: The dispute of CPBL broadcasting rights in 2014 and the predicament of Taiwanese sports and media industries
    停滯的媒體運動複合體：2014年職棒轉播權爭議中運動與電視產業的困境
    Authors: 劉昌德
    Liu, Chang-de
    Contributors: 新聞系
    Keywords: 媒體產業結構;運動媒體複合體;運動產業;運動頻道;轉播權
    broadcasting rights;media industry;sports channels;sports industry;sports media complex
    Date: 2017-12
    Issue Date: 2018-06-19 15:30:41 (UTC+8)
    Abstract: 2014年初跨國運動媒體業者MP & Silva以6年約21億元的「天價」，標得中華職棒賽事轉播權。但因與有線系統及頻道洽談失利，由僅在中華電信MOD上架的博斯電視台播出，絕大多數有線電視系統用戶無法收看中職轉播。但下半球季MP & Silva中止合約，轉播權再回到有線電視系統上的運動頻道，權利金也回檔至過去數年的水平。雖然近年中職現場觀眾人數維持高檔，但2014年轉播權爭議後權利金仍難見成長，使運動產業進一步發展受限。本文透過對此次爭議相關當事人的深度訪談、及對電視與運動產業的官方調查等次級資料，首先說明本地運動媒體複合體的「停滯」特徵。其次，本文發現有線電視系統與頻道代理商主導的電視產業下，職棒轉播陷入「三低」困境－內容投資低、直接廣告營收低、新競爭者進入可能性低。研究結果顯示，當前媒體產業結構的困境，對運動文化產業發展與公民傳播權益造成傷害。
    The broadcasting rights of Taiwanese professional baseball league (CPBL) 2014 games were acquired by MP & Silva, a transnational sports agency of media rights distribution, with a sky-high price at NT$ 2.1 billion for six-year contract. However, the CPBL games were broadcasted by the Sportscast Channel which was only carried on the MOD, the Chunghwa Telecom IPTV, due to the negotiations fail with MSOs which controlled major shares of local TV viewers. As the result, CPBL games were excluded by cable TV and most fans were unable to watch games broadcasting at that time. Few months later during the CPBL season, MP & Silva suddenly terminated the contract and then the broadcasting rights of remaining games returned to sports channels carried on cable systems. Following the period of turmoil, CPBL broadcasting rights fee was reduced to as low as that of previous years although the average number of attendants had increased dramatically in recent seasons. Nevertheless, the dispute of broadcasting rights in 2014 had resulted in the halt of rights fee while number of CPBL fans maintained growth in following years, and therefore limited the development of local sports industry. Firstly, through in-depth interviewing with the parties in local baseball league and television industry, as well as examining related governmental or industrial surveys, this paper illustrates the stagnation of Taiwanese sports media complex. Secondly, the predicament of local TV and professional baseball is examined and demonstrated through detailing the process of the dispute. Due to the monopoly by MSOs and their agencies, Taiwanese sports broadcasting market has faced the difficulties of underdevelopment, including low investing in TV rights, low income from advertising, and low degree of competition. The monopolistic structure of media industry has resulted in the impairment of both the development of sport industry and communication rights of sport fans.
    Relation: 傳播、文化與政治, No.6, pp. 127-161
    Data Type: article
    Appears in Collections:[Department of Journalism] Periodical Articles

    Files in This Item:

    File Description SizeFormat
    127161.pdf2242KbAdobe PDF2482View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback