頻道商以行政戶數15％做為頻道銷售計價基礎問題的研究

A Study on the Problem Of Using 15% Administrative Households as the Pricing Basis For the Channel Selling of Channel Suppliers in Taiwan

台灣有線電視市場的結構上游的頻道市場屬於高度集中的市場；相對的，下游的系統商市場亦為高度集中之市場。而且上下游具有市場優勢力量的廠商均屬同一集團，例如凱擘集團在系統商市場擁有30％的收視戶，而在上游同時擁有凱擘頻道商與優勢代理商共擁有20個現行市場上播放的頻道。另外擁有系統市場優勢力量的中嘉集團，它在系統市場擁有23.78％的市場占有率，頻道市場則擁有11個重要的頻道。在頻道市場上，廠商一旦在市場擁有市場力量之後，它會藉此力量提高頻道價格出售，一方面藉此獲取更高的營業利益，二方面則藉此手段提高新廠商或跨區廠商的經營成本，使其處於競爭的不利地位，從而達成阻止新系統廠商進入市場之目的。經由實證分析，發覺具有優勢力量的頻道商與新系統商之交易，採行以經營地區行政戶數15%做為交易的最低數量，其結果是將頻道的銷售價格提高3-5倍。此交易制度將顯著提升新系統商的經營成本，限制新系統商在市場的競爭能力，阻礙新廠商的進入市場；同樣的，也將造成既有廠商的跨區經營的阻礙，嚴重的阻礙主管官署推動競爭政策的施行，主管機關國家通訊傳播委員會應立即禁止此不適當的交易模式。

The upstream market structure of Taiwan's Cable TV industry is highly concentrated which, hence, results in a highly concentrated in downstream market either. In addition, the firms with dominant strength in upstream and downstream market belong to the same groups. For examples, the Kbro, a downstream system firm, owns 30% of subscriber and owns 20 channels in upstream market through its own Kbro Channel subsidiary and the agents with advantages. Another system group, the China Network Systems, which also owns the dominant power in the downstream, also owns 23.78% of system market and 11 important channels in upstream channel market. In the channel market, once a firm gets the market power, it will abuse this power to raise the prices of channel selling. On the one hand, it can earn more commerce returns and, on the other hand, prevent the new entrants in the system market. Through the empirical analysis, we find that the trade between the channel firms with dominant market power and new firms in system market, which is based on the minimum guaranteed subscriber number of 15% administrative households, will rise up the prices of channels 3-5 times. This trading institution will obviously mark up the operation cost of new entrants in system market and limit their market competency as compared with the incumbents. In addition, this will also result in the obstacles of incumbents' entrance of cross operating in other districts and strictly impede the competition policies implemented by the authorities. Therefore, the National Communication Committee(NCC) should prohibit such an inadequate trading institution.