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Assessing the Economic Value of Public Service Broadcasting in Taiwan Using the Contingent Valuation Approach

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  • Yih-Ming Lin
  • Tsu-Tan Fu
  • Powen Yeh
  • Mei-Ying Huang

Abstract

The objective of the study is to provide empirical evidence on the value of public service broadcasting (PSB) in Taiwan, which is a critical factor when considering the provision of more public funding. Being based on a nationwide telephone survey in Taiwan, this study uses the contingent valuation method to elicit citizens' willingness to pay (WTP) for maintaining the current PSB in Taiwan. The results show that household average WTP per year for PSB is estimated to be NT$982 (US$29.89), which is equal to 0.18% of GDP per capita in 2007. Such WTP estimate is much higher than the current government subsidy for PSB per household, which implies respondents' high appreciation on PSB as well as the potential benefit that Taiwan PSB could bring to the family. Our estimates of WTP provide important information for government authorities and policy-makers when making funding decisions. Furthermore, our survey results also point to some prioritized functions as potential niches on which the Taiwan PSB could focus in the future.

Suggested Citation

  • Yih-Ming Lin & Tsu-Tan Fu & Powen Yeh & Mei-Ying Huang, 2013. "Assessing the Economic Value of Public Service Broadcasting in Taiwan Using the Contingent Valuation Approach," Journal of Media Economics, Taylor & Francis Journals, vol. 26(4), pages 186-202, December.
    • Handle: RePEc:taf:jmedec:v:26:y:2013:i:4:p:186-202
    DOI: 10.1080/08997764.2013.842921
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    Cited by:

    1. Tsuji, Masatsugu & Ichikawa, Yoshiharu, 2014. "Evaluating the product portfolio of Japanese public service broadcaster: Consumer vs. citizen's view," 20th ITS Biennial Conference, Rio de Janeiro 2014: The Net and the Internet - Emerging Markets and Policies 106883, International Telecommunications Society (ITS).
    2. Walid Merouani, 2019. "The Impact of Mass Media On Voting Behavior: The Cross-Country Evidence," Working Papers 1330, Economic Research Forum, revised 21 Aug 2019.
    3. Okuyama, Naoko, 2017. "The value of public service broadcasting in Japan: The life satisfaction approach," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168530, International Telecommunications Society (ITS).
    4. Okuyama, Naoko, 2019. "A valuation of viewing public broadcasting with endogeneity: The life satisfaction approach," Telecommunications Policy, Elsevier, vol. 43(9).

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