| 英文摘要 |
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. |
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