[[alternative]]A Study of Digital Television Business Strategy of Cable Television Multiple System Operators in Taiwan

[[abstract]]Many countries around the world are undergoing a digital transition process. In Taiwan, various delivery platforms are interested in developing DTV (digital television) business, including terrestrial television, cable television, satellite television, Internet and even the telecom companies. Among the market participants, CATV MSO (cable television multiple system operator) is the first type of media which has obtained a license to operate DTV business. With limited market area and intense competition, CATV MSOs need to identify their strengths, set proper goals, and implement DTV business strategy without delay. Accordingly, the purposes of this study were: 1. Trying to explore the related elements of DTV business strategy for CATV MSOs. 2. Trying to construct an analytic hierarchy of DTV business strategy. 3. Trying to develop the best-fit DTV business strategy for CATV MSOs. Both qualitative (including Documentary Analysis, In-depth Interview, SWOT Analysis, Five Forces in the market Analysis) and quantitative (Fuzzy Analytic Hierarchy Process) approaches are used in this study. “Promoting the penetration rate of Set-Top-Box” is the most significant objective of DTV business for CATV MSOs in the current period. The “Differentiation Strategy” is considered the best strategy for CATV MSOs to reach this goal. The study found that “Product Differentiation”, “Vertically Integration”, “Custom Service Differentiation” will be the most important action plans when CATV MSOs implement their DTV business strategy.