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Title: | 多元傳播平台時代下競爭規範對轉播權交易模式的形塑:以職業運動聯盟賽事為中心 The Shaping of the Transaction Model of Broadcasting Rights by Competition Law and Policy in the Era of Multiple Communication Platforms:with a focus on the Professional Sports Leagues |
Authors: | 廖家儀 Liao, Chia-Yi |
Contributors: | 鄭菀瓊 Cheng, Wan-Chiung 廖家儀 Liao, Chia-Yi |
Keywords: | 職業運動 運動聯盟 轉播權 著作權 交易模式 授權型態 競爭法 競爭規範 傳播法規 多元傳播平台 數位串流 注意力經濟 權利可用性 資訊知情權 消費者權益 數位匯流 競合關係 Professional sports Sports league Broadcasting right Media right Copyright Transaction model Licensing model Competition law Competition policy Communication law Multiple communicative platforms Digital Streaming Attention Economy Availability of rights Right to information Consumer rights Digital convergence Co-Opetition |
Date: | 2021 |
Issue Date: | 2021-03-02 14:54:07 (UTC+8) |
Abstract: | 職業運動聯盟及其賽事轉播自問世以來,便與傳播媒體、廣告贊助業者共同發展出以直播時效性為核心,高度商業化的共生經濟型態。進入21世紀後,網際網路促進多元傳播平台的出現,更帶動整個產業在商業模式上的轉變。本研究首先綜合分析職業運動聯盟轉播產業鏈的市場結構,賽事轉播的經濟特質與法律定性。進而透過歐美競爭法的立法例與案例見解,分析發展出現行主流轉播權交易授權架構,意即以集中交易與獨家授權為主要模式的影響因素,包括職業運動聯盟的運作須仰賴內部競爭平衡的維繫、高額轉播權利金的分配以及促進交易與營運效率等。而透過前述分析與對我國中華職棒聯盟轉播權交易模式現狀的綜合比較,本研究進一步發現多元傳播平台與注意力經濟結合產生的新興商業模式,非但徹底改變終端消費者的使用習慣、賽事觸及消費者注意力的管道,更形成市場的角色多重性,使權利人與轉播業者等市場參與者轉化轉播權收益的途徑產生顯著變化,渠等因此在選擇與規劃交易授權模式時,納入確保權利運用彈性、品牌建立與維繫、多角化經營與市場拓展等考量。
而在前述商業模式的改變下,由於市場參與者間的整合與結合策略可能形成潛在或強化既有的限制競爭風險,因此有必要以不同於過往的角度關注所牽涉的消費者權益。本研究先從運動賽事本身具有之社會性功能切入,分析各國傳播法規對大眾資訊知情權的保障機制,在適用於具商業性的職業運動賽事上,及因應現今消費者收視習慣變化的不足之處;並循此脈絡,探究競爭規範可能採行之執法措施,如何從重視職業運動聯盟賽事的市場驅動力、增加權利可用性、數位匯流下平台競合關係,及以賽制性質差異區分監管措施與強度等觀點,避免市場過度集中以促進消費者選擇的可行性。最後,則分別從市場參與者和監管角度,提出規劃授權交易模式時的考量因素和具體建議,期許此一研究成果,有助於我國經驗作為在不同市場條件與法規環境下,其他職業運動聯盟採取轉播權交易授權模式的對照與參考。 Since the professional sports leagues and their match broadcasts appeared around the world, they have developed a highly commercialized symbiotic economy collaboratively with media and advertising industries with focus on the timeliness of live broadcast. After entering the 21st century, Internet has promoted the emergence of multiple communication platforms, which has led to drastic changes in the business model of the entire industry. First of all, this research comprehensively analyzes the market structure of professional sports league broadcasting industry chain, economic characteristics and legal characterization of match broadcasting right. Next, it analyzes the factors impacting the development of mainstream broadcasting rights transaction structures, which are the collective / joint selling and exclusive licensing, through the European and American competition law legislation and case insights. Specifically, the factors include that the operation of professional sports leagues must rely on the maintenance of internal competition balance, the distribution of high broadcast royalties, and the promotion of transactional and operational efficiency. Afterwards, through the comprehensive comparison between the analysis mentioned above and the broadcasting rights transaction model of CPBL, this research further discovered that the multiple communication platforms and the attention economy have both changed the consumer habits and the path to touch attention of consumers. Moreover, they formed the multiplicity of roles in this market. All of these phenomena have made the channels for market participants such as rights holders and broadcasters to transform the benefits of broadcasting rights significant differently. This situation enables these participants to choose and plan their transaction models in consideration of such as ensuring flexibility in the exploitation of rights, the establishment and maintenance of brands and the expansion of diversified markets.
In addition, under the changes of the business model mentioned above, the strategies of integrations and mergers by the participants in the professional sports league broadcasting market might generate potential or strengthen existing risks of restricting competition. Therefore, it is necessary to focus on the related consumer rights from different perspectives from the past. Based on the social functions of sports, this research analyzes the insufficiency of the protection mechanisms of public’s right to information in communication laws in response to commercial professional sports and those changes of consumer viewing habits. Subsequently, in order to avoid excessive market concentration and promote the feasibility of consumer choice, this research explores the feasibility of the possible measures in competition law and policy from the perspectives of focusing on the driving power of professional sports leagues matches, increasing the availability of rights, the competitive relationship among market participants under digital convergence and distinguishing between regulatory measures and intensity based on the nature of the match systems. Overall, this research summarizes and proposes specific considerations and suggestions for planning the structure of transaction models from the perspectives of market participants and supervision, which tries to enable other professional leagues take the experiences of Taiwan (ROC) as reference under different market conditions and regulatory environments. |
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(二) 專書論文 Carl Shapiro, Competition and Innovation: Did Arrow Hit the Bull’s Eye?, In: Josh Lerner & Scott Stern (eds) THE RATE AND DIRECTION OF INVENTIVE ACTIVITY REVISITED (2010). Deborah A. Garza , Vertical Nonprice Restraints of Trade and Bundled Discounts and Rebates, In: Mary L. Azcuenaga & M. Howard Morse (eds) Antitrust Counceling & Compliance 2010 (2010). Michael W. Doedle, The regulatory geography of market competition in Asia (and beyond): a preliminary mapping, In: Michael W. Doedle, John Gillespie & Imelda Maher (eds) ASIAN CAPITALISM AND THE REGULATION OF COMPETITION: TOWARDS A REGULATORY GEOGRAPHY OF GLOBAL COMPETITION LAW (2013). Ronald H. Coase, The Nature of the Firm, In: Estrin S., Marin A. (eds) ESSENTIAL READINGS IN ECONOMICS (1995).
(三) 期刊論文 Angelo Chetcuti, The Exploitation of Football Media Rights in the EU: a competition law analysis (2017), available at: https://www.academia.edu/974423/The_Exploitation_of_Football_Media_Rights_in_the_EU_a_competition_law_analysis (last visited: 2020/07/07). Clara-Luz Alvarez, Rethinking Must-Carry and Retransmission Consent Regulation in the Digital Era, 12 THE LAW, STATE AND TELECOMMUNICATIONS REVIEW 9 (2020). Eli Noam, Cloud TV: Toward the next generation of network policy debates, 38 TELECOMMUNICATIONS POLICY 684 (2014). ECON., In Press, doi: 10.1177/1527002518784121 (2018). Published version see 20 JOURNAL OF SPORTS ECONOMICS 603 (2019). Edan Lisovicz, Protecting Home: Are MLB`s Television Market Protections Reasonable under Antitrust Law, 24 SETON HALL JOURNAL OF SPORTS AND ENTERTAINMENT LAW L. 203 (2014). David S. Evans, Attention Platforms, the Value of Content, and Public Policy, 54 REVIEW OF INDUSTRIAL ORGANIZATION 775 (2019). Johan Lindholm, The Netflix-ication of sports broadcasting. 18 THE INTERNATIONAL SPORTS LAW JOURNAL 99 (2019). James M. Buchanan, An Economic Theory of Clubs, 32 ECONOMICA: NEW SERIES 1 (1965). K.J. Cseres, The Controversies of the Consumer Welfare Standard, 3 J. THE COMPETITION LAW REVIEW 121 (2007). Lapo Filistrucchi, Damien Geradin, Eric van Damme & Pauline Affeldt, Market Definition in Two-Sided Markets: Theory and Practice, 2013(9) TILEC DISCUSSION PAPER 1 (2013). Luke Archer, First Draft Pick or Benched Indefinitely? The Future of the Single-Entity Doctrine in Sports Antitrust, 30 MARQUETTE SPORTS LAW REVIEW 169, at 174 (2019). Michael Lynn, Scarcity effects on value: A quantitative review of the commodity theory literature. 8 PSYCHOLOGY & MARKETING 43 (1991). Nathaniel Grow, American Needle and the Future of the Single Entity Defense Under Section One of the Sherman Act, 48 AMERICAN BUSINESS LAW JOURNAL 449 (2011). Nathan M. Hennagin, Blackout or Blackmail? How Garber v. MLB Will Shed Light on Major League Baseball`s Broadcasting Cartel, 8 BROOKLYN JOURNAL OF CORPORATE, FINANCIAL & COMMERCIAL LAW 158 (2013). Natali Helberger, The “right to information” and digital broadcasting – About monsters, invisible men, and the future of European broadcasting regulation, 17 I ENTERTAINMENT LAW REVIEW 70 (2006). Oliver Budzinski, Sophia Gaenssle & Philipp Kunz-Kaltenhäuser, How Does Online Streaming Affect Antitrust Remedies to Centralized Marketing? The Case of European Football Broadcasting Rights, 128 ILMENAU ECONOMICS DISCUSSION PAPERS (2019). Philip Kienapfel and Andreas Stein, The application of articles 81 and 82 EC in the sport sector, 2007(3) COMPETITION POLICY NEWSLETTER 6 (2008). Paul A. Samuelson, The Pure Theory of Public Expenditure, 36(4) THE REVIEW OF ECONOMICS AND STATISTICS 387 (1954). Pei-Yu Chen & Lorin Hitt, Switching Cost and Brand Loyalty in Electronic Markets: Evidence from On-Line Retail Brokers, 13 ICIS 2000 PROCEEDINGS. 134 (2000). Peter Mottershead, Play To The Whistle – The Proposed Meger Between Manchester United Football Club and BSkyB, 31 UEL, DEPARTMENT OF ECONOMICS WORKING PAPERS (2000). Robert Butler & Patrick Massey, Has Competition in the Market for Subscription Sports Broadcasting Benefited Consumers-The Case of the English Premier League, J. SPORTS Robert Butler & Patrick Massey, Has Competition in the Market for Subscription Sports Broadcasting Benefited Consumers-The Case of the English Premier League, 20 JOURNAL OF SPORTS ECONOMICS 603 (2019). Reddi Kotha, Phillip H. Kim & Oliver Alexy, Turn your Science into a Business, 2014(11) HARVARD BUSINESS REVIEW (2014). Steve Cornelius, The legal nature of media rights in sport: part two, 6 GLOBAL SPORTS LAW AND TAXATION REPORTS 8 (2015/3). William F. Saldutti IV, Blocking Home: Major League Baseball Settles Blackout Restriction Case; However, a Collision with Antitrust Laws is Still Inevitable, 24 JEFFREY S. MOORAD SPORTS LAW JOURNAL 49 (2017).
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Description: | 碩士 國立政治大學 科技管理與智慧財產研究所 107364209 |
Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1073642091 |
Data Type: | thesis |
DOI: | 10.6814/NCCU202100209 |
Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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