TY - JOUR
T1 - Market competition and programming diversity
T2 - A study on the TV market in Taiwan
AU - Li, Shu-Chu
AU - Chiang, Chin Chih
PY - 2001/12/1
Y1 - 2001/12/1
N2 - This article investigates the issue of the relation between market competition and programming diversity in Taiwan's TV market. For more than 20 years, Taiwan's TV market had an oligopolistic structure with 3 networks dominating the market. With the popularity of satellite TV during the 1990s, the oligopoly rapidly ended. This study examines how programming diversity was affected by the changing TV market structure in Taiwan. Programming diversity was measured by 3 methods using program data from the 3 networks operating in Taiwan: vertical programming diversity, horizontal programming diversity, and prime-time programming strategies. The results indicate a negative relation between market competition and programming diversity. Although the market competition increased from 1986 to 1996, this study discovered that the degree of programming diversity was reduced year by year.
AB - This article investigates the issue of the relation between market competition and programming diversity in Taiwan's TV market. For more than 20 years, Taiwan's TV market had an oligopolistic structure with 3 networks dominating the market. With the popularity of satellite TV during the 1990s, the oligopoly rapidly ended. This study examines how programming diversity was affected by the changing TV market structure in Taiwan. Programming diversity was measured by 3 methods using program data from the 3 networks operating in Taiwan: vertical programming diversity, horizontal programming diversity, and prime-time programming strategies. The results indicate a negative relation between market competition and programming diversity. Although the market competition increased from 1986 to 1996, this study discovered that the degree of programming diversity was reduced year by year.
UR - http://www.scopus.com/inward/record.url?scp=0040483317&partnerID=8YFLogxK
U2 - 10.1207/S15327736ME1402_04
DO - 10.1207/S15327736ME1402_04
M3 - Article
AN - SCOPUS:0040483317
SN - 0899-7764
VL - 14
SP - 105
EP - 119
JO - Journal of Media Economics
JF - Journal of Media Economics
IS - 2
ER -