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Market Competition and Programming Diversity: A Study on the TV Market in Taiwan


  • Shu-Chu Sarrina Li
  • Chin-Chih Chiang


This article investigates the issue of the relation between market competition and programming diversity in Taiwan's TV market. For more than 20 years, Taiwan's TV market had an oligopolistic structure with 3 networks dominating the market. With the popularity of satellite TV during the 1990s, the oligopoly rapidly ended. This study examines how programming diversity was affected by the changing TV market structure in Taiwan. Programming diversity was measured by 3 methods using program data from the 3 networks operating in Taiwan: vertical programming diversity, horizontal programming diversity, and prime-time programming strategies. The results indicate a negative relation between market competition and programming diversity. Although the market competition increased from 1986 to 1996, this study discovered that the degree of programming diversity was reduced year by year.

Suggested Citation

  • Shu-Chu Sarrina Li & Chin-Chih Chiang, 2001. "Market Competition and Programming Diversity: A Study on the TV Market in Taiwan," Journal of Media Economics, Taylor & Francis Journals, vol. 14(2), pages 105-119.
  • Handle: RePEc:taf:jmedec:v:14:y:2001:i:2:p:105-119 DOI: 10.1207/S15327736ME1402_04

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    References listed on IDEAS

    1. Jeffrey K. MacKie-Mason & Hal Varian, 1994. "Economic FAQs About the Internet," Journal of Economic Perspectives, American Economic Association, vol. 8(3), pages 75-96, Summer.
    2. Shenker, Scott & Clark, David & Estrin, Deborah & Herzog, Shai, 1996. "Pricing in computer networks: Reshaping the research agenda," Telecommunications Policy, Elsevier, vol. 20(3), pages 183-201, April.
    3. Bodnar & Peter Dilworth & Salvatore Iacono, Judith, 1988. "Cross-sectional analysis of residential telephone subscription in Canada," Information Economics and Policy, Elsevier, vol. 3(4), pages 355-378.
    4. MacKie-Mason, J.K. & Varian, H.L., 1993. "Some Economists of the Internet," Papers 93-16, Michigan - Center for Research on Economic & Social Theory.
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    Cited by:

    1. Richard Wurff, 2005. "Competition, Concentration and Diversity in European Television Markets," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 29(4), pages 249-275, November.
    2. Françoise Benhamou & Stéphanie Peltier, 2007. "How should cultural diversity be measured? An application using the French publishing industry," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 31(2), pages 85-107, June.

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