中華電信發展數位電視及多螢服務之研究

Abstract

為推動數位匯流，政府於今年定調加速推動有線電視數位化普及率，由原訂2017年達到75％普及率上修至100％。另一方面，在寬頻普及、光纖化的發展下，帶動了多元影音應用服務及數位科技的整合，促使電信業IPTV平台創新服務，與有線電視產業之間的界限漸趨模糊，彼此跨業經營已為必然之趨勢，競爭也愈趨激烈。本研究首先運用文獻及次級資料分析探討台灣電信業發展數位電視趨勢，並觀察台灣各家電信業發展數位電視服務內容的差異，再透過深度訪談法，與中華電信進行訪談，藉以探討使用多螢服務提供客戶無縫式收視體驗對電信業者發展數位匯流版圖之影響。

研究結果發現，台灣大哥大及遠傳結盟有線電視MSO（多系統業者）挾其擁有眾多頻道商的內容，希望藉由這一波數位化轉型及提升多螢數位匯流服務。而中華電信MOD（多媒體隨選視訊服務）限於法令及MSO（多系統業者）的抵制，在內容取得不易的情形下，亟思藉由內容整合商協助提供精緻多元內容來改善目前的困境，同時亦積極發展平台之隨選互動功能來突圍。另外，中華電信MOD積極朝向多螢服務發展，提供開放式的OTT影音服務，引進優質影音內容及強化互動應用服務功能，以雲端為中心，整合中華電信三大多媒體平台，提供客戶無縫式的體驗，藉此與有線電視作市場區隔。另從MOD近期增加Android機上盒的服務類型觀察，未來將定位於家庭娛樂中心及轉型為Smart TV的企圖明顯，希望藉此轉型脫胎換骨以迎戰有線電視數位化時代的來臨。To promote digital convergence, the government set the tone for this year to accelerate penetration of digital cable TV, to the originally scheduled on 75% penetration rate in 2017 was revised upward to 100%. On the other hand, in the popularity of broadband, fiber optic technology development, led a diverse video applications and integration of digital technology, telecommunications IPTV platform to promote innovative services, the boundaries between the cable industry and is becoming blurred, another cross-industry business has been an inevitable trend, competition is so competitive. In this study, the first use of literature and secondary data analysis to explore Taiwan's telecommunications industry trend of digital television, and observe the differences in the content of digital TV services in various telecommunications industries in Taiwan, and then through the depth interviews, interview with Chunghwa Telecom, so as to explore the use of multi-service providing customers with seamless firefly viewing experience impact on the development of digital convergence carriers territory of.

The results found that Taiwan Mobile and Far EasTone Alliance cable MSO (multiple system operators), relying on its own numerous channel's content, hoping that through this wave of digital transformation and upgrading more fireflies digital converged services. And Chunghwa TelecomMOD (multimedia on-demand video services) is limited to laws and MSO (multiple system operators) boycott achieved under difficult circumstances in the content, assistance provided by content aggregators sophisticated multivariate content to improve current difficulties, while also positive development platform of choice with interactive features to break through. In addition, Chunghwa Telecom MOD positive development towards multi firefly service, provide open OTT video services, the introduction of high-quality audio and video content and interactive applications strengthen service functions to the cloud as the center, integrated Chunghwa Telecom three multimedia platform, providing customers with seamless style experience, whereby the cable for market segmentation. Another type of service from the MOD recently observed increase in the cage on Android, the future will be located in a home entertainment center and the transition to Smart TV obvious attempt, hoping to be reborn in transition to face the advent of the digital TV era.