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題名:停滯的媒體運動複合體:2014年職棒轉播權爭議中運動與電視產業的困境
書刊名:傳播文化與政治
作者:劉昌德
作者(外文):Liu, Chang-de
出版日期:2017
卷期:6
頁次:頁127-161
主題關鍵詞:媒體產業結構運動媒體複合體運動產業運動頻道轉播權Broadcasting rightsMedia industrySports channelsSports industrySports media complex
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:5
  • 點閱點閱:4
2014年初跨國運動媒體業者MP & Silva以6年約21億元的「天價」,標得中華職棒賽事轉播權。但因與有線系統及頻道洽談失利,由僅在中華電信MOD上架的博斯電視台播出,絕大多數有線電視系統用戶無法收看中職轉播。但下半球季MP & Silva中止合約,轉播權再回到有線電視系統上的運動頻道,權利金也回檔至過去數年的水平。雖然近年中職現場觀眾人數維持高檔,但2014年轉播權爭議後權利金仍難見成長,使運動產業進一步發展受限。本文透過對此次爭議相關當事人的深度訪談、及對電視與運動產業的官方調查等次級資料,首先說明本地運動媒體複合體的「停滯」特徵。其次,本文發現有線電視系統與頻道代理商主導的電視產業下,職棒轉播陷入「三低」困境-內容投資低、直接廣告營收低、新競爭者進入可能性低。研究結果顯示,當前媒體產業結構的困境,對運動文化產業發展與公民傳播權益造成傷害。
The broadcasting rights of Taiwanese professional baseball league (CPBL) 2014 games were acquired by MP & Silva, a transnational sports agency of media rights distribution, with a sky-high price at NT$ 2.1 billion for six-year contract. However, the CPBL games were broadcasted by the Sportscast Channel which was only carried on the MOD, the Chunghwa Telecom IPTV, due to the negotiations fail with MSOs which controlled major shares of local TV viewers. As the result, CPBL games were excluded by cable TV and most fans were unable to watch games broadcasting at that time. Few months later during the CPBL season, MP & Silva suddenly terminated the contract and then the broadcasting rights of remaining games returned to sports channels carried on cable systems. Following the period of turmoil, CPBL broadcasting rights fee was reduced to as low as that of previous years although the average number of attendants had increased dramatically in recent seasons. Nevertheless, the dispute of broadcasting rights in 2014 had resulted in the halt of rights fee while number of CPBL fans maintained growth in following years, and therefore limited the development of local sports industry. Firstly, through in-depth interviewing with the parties in local baseball league and television industry, as well as examining related governmental or industrial surveys, this paper illustrates the stagnation of Taiwanese sports media complex. Secondly, the predicament of local TV and professional baseball is examined and demonstrated through detailing the process of the dispute. Due to the monopoly by MSOs and their agencies, Taiwanese sports broadcasting market has faced the difficulties of underdevelopment, including low investing in TV rights, low income from advertising, and low degree of competition. The monopolistic structure of media industry has resulted in the impairment of both the development of sport industry and communication rights of sport fans.
期刊論文
1.王文昇、盂峻瑋(20100600)。迷失的方「象」:2009年兄弟象職棒假球案。競技運動,12(1),25-40。  延伸查詢new window
2.程晏鈴(20150609)。誰綁架了你的眼球?。天下雜誌,574,58-64。  延伸查詢new window
3.(20140623)。凱擘砍緯來授權費蔡明忠辜仲瑩火線交鋒。壹週刊。  延伸查詢new window
4.Scherer, J.、Whitson, D.(2009)。Public broadcasting, sport, and cultural citizenship: The future of sport on the Canadian Broadcasting Corporation。International Review for the Sociology of Sport,44,213-229。  new window
5.Smith, P.(2010)。The politics of sports rights: The regulation of television sports rights in the UK。Convergence: The International of Research into New Media Technologies,16,316-334。  new window
6.Smith, P.、Evens, T.、Iosifidis, P.(2015)。The regulation of television sports broadcasting: A comparative analysis。Media, Culture & Society,37(5),720-736。  new window
7.Jhally, Sut(1984)。The Spectacle of Accumulation: Material and cultural factors in the evolution of the sports/media complex。Critical Sociology,12(3),41-57。  new window
8.劉昌德(20050700)。電視運動轉播市場之分析:臺、美、英三國職業運動轉播權利金的發展。廣播與電視,25,27-57。new window  延伸查詢new window
研究報告
1.台灣經濟研究院(2015)。2013影視產業研究趨勢調查報告:電視及電影產業。台北:台灣經濟研究院。  延伸查詢new window
2.卓美玲、管中祥、彭賢恩(2013)。101年委託研究報告:電視使用行為及滿意度調查報告。台北:台灣趨勢研究股份有限公司。  延伸查詢new window
學位論文
1.蔡昕宸(2016)。教練,我想「看」棒球--2014中華職棒轉播權爭議分析與解決策略(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.吳修銘、顧佳、陳正芬、周佳欣(2013)。誰控制了總開關?。台北:行人文化實驗室。  延伸查詢new window
2.Evens, Tom、Iosifidis, Petros、Smith, Paul(2013)。The political economy of television sports rights。Palgrave Macmillan。  new window
3.Hutchins, B.、Rowe, D.(2012)。Sport beyond television: The internet, digital media and the rise of networked media sport。Oxford:Routledge。  new window
其他
1.公平交易委員會(20161031)。第1302次委員會議紀錄,https://www.ftc.gov.tw/upload/e3653366-51b4-4cf2-879f-da4152f4ba4a.pdf。  延伸查詢new window
2.(20140403)。中華職棒看不到會長道歉也難解,http://www.chinatimes.com/realtimenews/20140403001760-260407。  延伸查詢new window
3.(20160823)。轉播奧運愛爾達OTT竄出頭,http://www.chinatimes.com/newspapers/20160823000067-260202。  延伸查詢new window
4.(20140719)。MP&Silva宣布終止顧問合作關係,http://m.nownews.com/news/1329401。  延伸查詢new window
5.(20150206)。中華職棒/電視轉播權怎麼談?民視態度是關鍵,http://www.nownews.com/n/2015/02/06/1597438。  延伸查詢new window
6.(20140703)。博斯要求共營網路轉播中職婉拒,http://news.ltn.com.tw/news/life/paper/792661。  延伸查詢new window
7.(20140720)。NCC:危機是轉機或許能上架,http://news.ltn.com.tw/news/focus/paper/797553。  延伸查詢new window
8.(20130619)。曼尼離開台灣 更要進場支持棒球,http://www.ettoday.net/news/20130619/226619.htm?feature=88&tab_id=91。  延伸查詢new window
9.(20141020)。中職總冠軍/第二戰創本季最高收視 緯來三、四戰拚FOX,http://www.ettoday.net/news/20141020/415487.htm#ixzz3YcNUC9lZ。  延伸查詢new window
10.(20140320)。中職/博斯轉播中職賽事 MP稱讚最好的夥伴,http://sports.ettoday.net/news/337146。  延伸查詢new window
11.(20140512)。中職/11日獅猿戰收視下滑華視:適逢母親節,http://www.ettoday.net/news/20140512/356314.htm#ixzz3YbuY083d。  延伸查詢new window
12.(20140124)。中職/6年20.4億天價 轉播權賣國際媒體,http://sports.ettoday.net/news/319755。  延伸查詢new window
13.陳穎(20150501)。你認為中華職棒的比賽時間會太長嗎?,https://www.sportsv.net/articles/13051。  延伸查詢new window
14.(20150209)。中職/電視轉播幾乎確定民視製作吳志揚:順順走完合約,http://sports.ettoday.net/news/465536。  延伸查詢new window
15.林言熹(20140317)。從免費到21.4億元,回顧中職轉播史六大謎團,http://www.edgarlin.com/2014/03/blog-post.html。  延伸查詢new window
16.國家通訊傳播委員會(20140528)。第593次委員會議紀錄,https://www.ncc.gov.tw/chinese/files/14060/67_32219_140604_1.pdf。  延伸查詢new window
17.國家通訊傳播委員會(20140711)。NCC協助頻道與有線電視系統完成上架議約,維護觀眾收看中華職棒賽事權益,http://www.ey.gov.tw/News_Content5.aspx?n=E7E343F6009EC241&sms=E452EBB48FCCFD71&s=C458698945420E0A。  延伸查詢new window
18.監察院(20150609)。仉委員桂美、李委員月德、方委員萬富調查「據訴,廣電三法修正草案迄未修正通過涉有延宕違失;及我國有線電視產業之訂價模式及頻道代理制度,長期遭利益團體壟斷等情乙案」之調查報告,https://www.cy.gov.tw/CYBSBoxSSL/edoc/view/4462。  延伸查詢new window
19.(20140324)。MOD成主要收視平台愛爾達中職收視率飆升,https://www.elta.tv/news/news_detail.php?nid=11814。  延伸查詢new window
20.(20120918)。中華電三平台廣告收入今年達8000萬元MOD廣告效益創新高,https://goo.gl/Zo26DB。  延伸查詢new window
21.(20141021)。FOX體育台首度直播中職總冠軍賽收視創新高15歲以上收視率高達1.95週末吸引250萬人觀賽,http://www.fictw.com/foxsports_news_content.php?id=838&page=2。  延伸查詢new window
22.(20150730)。電視為什麼這麼難看? 數據告訴你真相,http://p.udn.com.tw/upf/newmedia/2015_data/20150729_tv_data/udn_tv_data/index.html。  new window
23.(20161019)。公平會罰凱擘等多家頻道代理商1.26億,http://udn.com/news/story/7238/2033767。  延伸查詢new window
24.(20150312)。3隊轉播簽FOX剩中信走著瞧,http://www.appledaily.com.tw/appledaily/article/sports/20150312/36431816/。  new window
25.(20140303)。標下中職轉播權MP & Silva在台成立辦事處,http://www.appledaily.com.tw/realtimenews/article/new/20140303/353866/。  延伸查詢new window
26.(20141010)。前晚90萬人觀戰收視率本季最高,http://www.appledaily.com.tw/appledaily/article/sports/20141010/36136532/。  延伸查詢new window
27.(20130310)。台日戰收視率又破表有線電視史新高,http://www.appledaily.com.tw/appledaily/article/headline/20130310/34877998/。  延伸查詢new window
28.(20140811)。瓊斯杯收 視率壓中職,http://www.ltsports.com.tw/basketball/other/106059-2014-08-11-10-35-45。  new window
29.(20150320)。中信義大 轉播權 緯來加碼各簽3年,http://www.appledaily.com.tw/appledaily/article/sports/20150320/36446411/。  延伸查詢new window
30.(20160404)。Dodgers fans miss out on watching opener because of continued TV fiasco,http://www.latimes.com/sports/dodgers/la-sp-dodgers-plaschke-20160405-column.html。  new window
31.(20160331)。Time Warner Cable throws in the towel on Dodger channel negotiations,http://www.latimes.com/entertainment/envelope/cotown/laetcttimewarnercablethrowsi ntoweldodgerchannel20160331story.html。  new window
32.(20160316)。Charter-Time Warner Cable deal headed for FCC approval,http://www.latimes.com/entertainment/envelope/cotown/laetctchartertimewarnercable mergerapproval20160316story.html。  new window
33.MP & Silva(20130703)。beIn Sport to launch in Hong Kong, Thailand, the Phillipines and Taiwan,http://mpsilva.com/bein-sport-to-launch-in-hong-kong-thailand-the-philippines-and-taiwan/。  new window
 
 
 
 
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