電視運動轉播市場之分析：台、美、英三國職業運動轉播權利金的發展

The development of sports broadcasting rights fee

從各國狀況來觀察，電視與運動的產業結構，是影響運動轉播市場發展的最主要因素。在英、美兩國，一方面因為衛星與有線電視的崛起與壯大，加上媒體集團以運動轉播擴張版圖的策略，使得電視產業對運動轉播的競爭愈趨激烈。另一方面，運動產業則有朝向獨佔的趨勢。在賣方獨佔、買方趨向競爭的市場中，英美的運動轉播權利金於1990年代快速成長、紛創天價，導致近期媒體無法再負擔高額轉播成本的困境。至於台灣，則在本土職棒產業於近年復甦並恢復獨佔結構，加上有線與衛星電視的加入競爭下，帶動本土運動轉播市場的再度蓬勃；但球員涉賭弊案、與跨國運動的競爭，則是當前本土運動產業所面臨的挑戰。本文分析這些發展的成因與特性，並在結論中建議思考如何避免轉播權利金的競逐對運動文化、觀眾權益、乃至產業發展造成損害。

The market structures of sport and television industries are the determinant factors of sports broadcasting rights fee. Because of the rapid growth of cable and satellite televisions and the expansion of transnational media/entertainment corporations, the competition between buyers of the broadcasting rights market has been getting intense than ever. In both the US and the UK where the professional sports leagues are monopolistic and the televisions are competitive, the price of sports broadcasting rights has increased sharply over the last two decades. However, some media conglomerates have encountered financial crisis recently due to the dramatic escalation of the cost of sports broadcasting rights. The development of sports rights in Taiwan has followed the trajectory of these two countries but with a relatively immature and small sports industry and under the challenge of transnational sports leagues. In order to protect the public interests from the possible damage of ruthless competition for sports broadcasting rights among televisions, this paper recommends the establishment of regulations on sports broadcast in Taiwan.