互動多媒體與數位匯流:智慧電視產業的未來發展

Abstract

一直以來，電視產業的發展受限於政府法規以及地方區域的影響，使得少數媒體集團隴斷大部分的資源。數位匯流，也就是所謂電信、網路、電視三合一，打破了既有的產業藩籬，吸引更多的競爭者加入以及新媒體崛起對抗即有的產業盟主。

隨著科技的發展，電視機在產品功能上也不斷地創新，從黑白電視到彩色電視，從傳統映像管電視機到數位液晶平面電視，而智慧電視的出現代表了另一種型式的數位匯流，結合硬體、軟體、內容以及互動應用服務，帶動電視產業發展成為平台導向的生態系統，平台領導者則能領導新電視生態。

除了科技的結合及新媒體的崛起，數位匯流也表現在企業體上。為了符合數位匯流精神，本研究概括大範疇的電視媒體、新興趨勢、智慧電視及其市場展望，綜合分析電視媒體及電視機產業的發展。科技創新總是對市場的未來帶來期待，研究結果顯示，消費者對於新電視的購買態度是未來智慧電視發展中最具有挑戰性的部分。

It has been long the development of TV industry was limited by regulation and regions, media groups control the most resource of the industry chain. Digital convergence – triple play, breaks up the industrial boundaries inside the TV industry and cross different industries; the new media services and new competitors rise up against the key dominators.

Along with the development of technology, television keeps innovative as well, from black and white to color TV, cathode ray tubes to digital flat screen TV, and the emergence of smart TV presents another form of digital convergence, which is the integration of hardware, software, contents and interactive application service, evolves a new ecosystem mingled with multiple parties. Consecutively, a new ecosystem becomes platform-centralized that the platform leader would domain the ecosystem.

Digital convergence appears on TV industry in terms of technology, media services and business units. In order to fulfill the spirit of digital convergence, it is relevant to combine the analysis of TV media industry and television industry. The research starts from the big scope of TV media, emerging trend and follows by the market status of smart TV and its prospect. Innovative technology usually brings up the expectation of market, the result shows the most difficult part of the smart TV product is consumer’s purchasing attitude toward buying a new television.