臺灣的電視市場逐漸朝向由有線電視、無線電視及中華電信MOD等三大平臺三分天下的態勢。在有線電視產業部分，又已逐漸整合成東森、和信兩大多系統經營者寡占的局面。特別是東森電視臺近年在全球化發展上尤具績效。 在數位影音新科技發展風潮推波助瀾下，文化創意產業的發展更形多元，也愈發重要。隨著競爭的激烈，媒體內容需求趨向多元、分眾、小眾的市場區隔，「專門頻道」已蔚為有線電視業者之風尚與必走之途，其中，又以電影頻道廣受閱聽眾所喜愛。 電影融合美術、戲劇、音樂、攝影等面向，位居文化藝術的最頂層，在數位內容產業發展中扮演火車頭的帶頭角色，尤其是有線電視集團所經營之電影頻道，無論資金，技術，人力，市場整合，行銷通路皆已建構出市場競爭模式。因此，本研究選擇東森集團的國、洋片頻道節目內容行銷策略進行研究分析。 在研究方法部分，本研究以關尚仁教授對於節目策略的研究，融合Easternman等人所提出之節目排檔策略：針鋒相對策略、反向策略、帶狀策略、棋盤策略、區段策略、吊床策略、阻擾策略、導入策略，以及橋樑策略等理論為基礎；輔以節目收視率的資料為判準，據以分析東森電影臺，東森洋片臺目前節目行銷策略上之優、劣，並針對東森電影頻道於臺灣邁入數位化時程之際的節目行銷策略給予建議。

The TV market has been occupied by three part-Wave TV, Channel TV, and MOD. In Channel TV Industry, it has been integrated into two main MSO-Eastern Multimedia Group and He-Xin Group. The Eastern Multimedia Group is developing global media industry with quite effective. Because the trend of new digital video technology, culture creative industry is becoming more diversity and important. During serious competition, the content of media is featuring in various for different needs. Channel to provide format program has become the only way to raise viewership. Movie Channel is one of the most popular channels to audience. Since movies stands on the top of culture and art with blended in art, drama, music, photo and so on, and it plays the leader role during the digital content industry developing process because of its capital, technology, human source, market integration, and marketing channel all structured in competition model. Thus, this paper discuss the strategy of program content played on Eastern Movie Channel. This paper basis on Professor Guan-Shan-Ren research to program policy, blend in the program principle of Easterman theory: Head to Head, Counter Programming, Strip Programming, Checkerboard Programming, Block Programming, Hammocking, Lead-in-Programming, Bridging; and standardlized with TV ratio to analyze the advantage and shortage of Eastern Movie Channel. Final, we give some advice for Eastern Movie Channel for improving its viewership overcome the digital age in Taiwan.