A Study of Internet Protocol Television Business Model

本論文研究目的是針對通訊傳播話題、電視市場的發展歷程、通訊架構與傳輸的理論方法、法令規章等，從科技層面的創新演進以至於世界各國在IPTV（Internet Protocol Television）產業發展的策略制訂等，來解析數位通訊平台的經營現況；也盼望能透過國內外文獻資料的參考蒐集，以及彙整分析來暸解其IPTV產業之未來應用趨勢與走向，並針對未來不斷產生的新需求，能夠以日益成熟的資訊科技，搭配在校所學，能提出更為周延的經營模式來逐漸提昇IPTV應用層級，並廣泛地推行到日常生活中，提供更多元化的傳播服務。 本文研究範圍包括﹕「IPTV」演進背景、研究動機發想、預估達成的目的，來設定研究範圍。從整體架構、定義探討到產業價值鏈及數位內容、MOD（Multimedia On Demand）等應用現況，做分析報告與結論；針對IPTV整體產業之經營模式、市場面臨之挑戰與潛在機會來探討與建議，並尋找關鍵成功因素及探索未來可能的應用情境；與未來可以再著墨的延伸研究方向做建議。The study topics included: Communication, Broadcasting, Television marketing status, Trends, Evolution, Architecture, Theorey, Regulations, and Research from worldwide IPTV related technologies; we hope to got current worldwide business model and provide our own innovation ideas from EMBA program and implement to future living environment to every family and persons. Study area targeted on IPTV’s background, definition and value chain and discuss with Taiwan’s policy for Dihgital content, M-Taiwan project, Chunghwa Telecom MOD( Multimedia On Demand) project, Cable TV, WebTV and related applications in current market and take actions for analysis and find out the weakness, strenth and chellange of market current status; this study will be generate key successful factors and discover in future oppoprtunities