Much like in the US, the iDTV battle is being fought between telecom and CATV operators. Each side has distinct advantages. After getting a CATV license in late 2003, Chunghwa Telecom's (CHT) MOD service crossed the boundry and set foot in Taiwan's iDTV market, which ignited intensive head-to-head cometition between telecom and the CATV industry. In order to prevent MOD from capturing part of their annual $50bn. revenue, CATV operators protested that the government had made favorable policies for the telecom industry when regulating MOD; meanwhile, CATV operators are upgarding their analog systems to digital interactive TV. In 2002, China Network Systems (CNS) launched its first iDTV platform in Asia; Eastern Broadcasting Co. (EBC) initiated its digital TV pay-channel services in 2003. Nowadays three iDTV contenders, CHT, CNS, and EBC compete with each other in Taiwan. This study in the initial stage of the iDTV market, adopts in-depth interviews with executives of three platforms regarding technology, content, and marketing strategies. In addition, it analyzes data of foreign market experience and investigates the development of ITV theory. Furthermore, it takes the viewpoints of the Diffusion of Innovations theory to evaluate strength and weakness of three platforms, in order to give suggestions concerning the deployment of iDTV. In fact, telecom and CATV have different strengths and weaknesses. Even though CHT has 3-million ADSL subscribers, huge capital and advanced technology, it should run its new MOD service under a new business model and invest more resources in MOD content development, R&D of interactive services, and marketing. Only by doing so, MOD is more likely to catch the audience's eyes and alter their viewing behavior. This is important because CATV already offers a variety of channels and reaches 82.2% of families in Taiwan. In comparison, CNS and EBC provide fairly attractive content; however, these two CATV operators have delayed their schedules, and have a conservative attitude toward promoting iDTV, due to restrictions of Set Top Box price and channel fee. Based on Rogers' five creative factors to assess a new technology's adoption, this study finds that CHT outperforms CNS and EBC, especially in “triability” and “observability” aspects. Finally, after digitalization and interaction, the content and technology of iDTV is extremely complicated. Money and technology are not the most critical issues in this battle; on the contrary, those who can realize the “entertainment” essence of iDTV, renew their structure and ideology, and promote unique and affordable content, as well as enhance their strength through alliance or merger, will likely triumph.