Comparative Study on the Development of DTV in Taiwan and Japan

數位科技的快速興起與發展，對傳統電視之價值鏈造成相當大的衝擊，促使整個電視產業的再造，重塑產業的競爭模式。日本政府由總務省精密規劃與強力主導之下積極推動廣播電視的數位化，早已1996年透過衛星電視開播日本首例之數位電視平台狹帶域CS，其進程快於台灣。 本研究期望藉由日本發展數位電視之經驗為借鏡，尋找出台灣未來數位電視之發展方向為前提，利用Porter之國家競爭優勢的鑽石模型理論，試圖從台日之發展現況比較分析台灣和日本兩國數位電視產業之競爭優勢，並嘗試針對台灣數位電視之平台發展方向、廣電法修訂方向及營運發展方向之三點，導出未來發展之分析建議，供以參考。 本研究對台灣數位電視發展方向之建議為如下： 一、 台灣政府可參考日本政府推動數位電視的方式加強積極度 二、 台灣應儘早建立「國家通信傳播委員會（NCC）」 三、 台灣可發展衛星電視，作為專門負責提供數位電視頻道之頭端 四、 本研究所提之數位電視播放的平台機制架構，可咨台灣數位電視未來發展參考 五、 台灣發展新衛星電視平台時，應參考日本之經驗，導入製播分離制度 六、 台灣應儘早建立數位電視之付費機制 關鍵字：數位電視、數位衛星電視、數位有線電視、數位廣播、鑽石模型The rapid rise and development of digital technologies have caused a major impact on the traditional television's value chain. The impact will compel the whole television industry to restructure and reconfigure their competition model. Through the careful planning and strong initiatives of its Ministry of Internal Affairs and Communications (MIC), the Japanese government has been aggressively pushing for digital television broadcasting. Japan’s first digital TV platform, "narrow band area Communication Satellite (CS)," was already in service by 1996. Thus, progress in converting to digital television was quicker in Japan compared to Taiwan. The premise of this research uses the Japanese development experience in digital TV as a reference point for the development direction for the future of digital TV in Taiwan. The research tries to apply Porter's diamond model to analyze the competitive advantages of the digital TV industries in Taiwan and Japan based on current development conditions. From the comparison of the competitive advantages, the research derives analytical suggestions for the future development of digital TV in Taiwan focused on the following three points: 1. Development direction of Taiwanese digital TV platforms. 2. Revision direction of Taiwanese Broadcasting and Television Law. 3. Development direction of Taiwanese digital TV operations. The suggestions for the development direction of digital TV in Taiwan are as follows: 1. The Taiwanese government can consult the initiatives taken by the Japanese government in aggressively promoting digital TV. 2. Taiwan should create a National Communications Commission (NCC) as early as possible. 3. Taiwan can develop the satellite television; specifically as a site for providing digital TV channels. 4. Taiwan’s future development in digital TV should follow a design for the digital broadcasting platform mechanism provided by this report. 5. When Taiwan develops the new satellite television platform, they should consult the experience in Japan where they separate the institutions for production and broadcasting. 6. Taiwan should create a payment mechanism for digital TV as early as possible. Keywords: Digital TV, Digital Satellite TV, Digital Cable TV, Digital Broadcasting, Diamond Model