Milestones in Television Broadcasting
Nearly 100 percent of Taiwan's households have television sets, a
reflection of the pervasive and influential role this medium plays in
Taiwan. Currently, there are five nationwide broadcasting stations,
including the newly inaugurated Public Broadcasting Service. With many
new challenges facing broadcast television, new developments in
technology, and continuous changes in our social and political
environment, each station is attempting to position itself in a unique
niche that caters to the needs of its diverse and
increasingly-sophisticated audiences.
A landmark development in the history of Taiwan's television
industry was the inauguration of a fourth over-the-air television
station in June 1997. Kaohsiung-based Formosa Television (FTV) joined
the three existing companies, Taiwan Television Enterprise (TTV),
established in 1962; China Television Company (CTV), established in
1969; and Chinese Television System (CTS), established in 1971. FTV is
affiliated with the opposition Democratic Progressive Party and
telecasts on VHF low-band.
After 18 years of delays, the Public Television Service (PTS)
finally began broadcasting on July 1, 1998, with its own channel. The
creation of public-interest television was first proposed in 1980, and
four years later the Government Information Office established a task
force to produce public-interest programs to be aired on a rotating
basis on the three commercial stations, before it finally got its own
channel.
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The scope and variety of broadcasting in Taiwan expanded in 1997, with
the inauguration of the nation's fourth television station, Formosa
Television (FTV).
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PTS offers educational programs, documentaries, dramas, cultural
programs, news shows for indigenous peoples, and a range of
investigative reports. It serves the interests of minority groups, as
well as the greater public, and is commercial-free, as required by the
Public Television Law. PTS does not focus on market share, but instead
is committed to excellence in programming, while aiming to increase the
public's cultural awareness. Although PTS is being subsidized by the
government during its first year of operation, the subsidy will be
gradually reduced in subsequent years.
The past decade has witnessed unprecedented competition within
Taiwan's television industry, with the legalization of private cable
operations and the increased popularity of satellite broadcasting.
Taiwan's over-the-air TV stations are being severely threatened, as
more and more viewers are tuning in to cable TV. Stations are feeling
intense pressure to preserve their market share by improving
programming and technical facilities.
Undoubtedly, cable television is one of the greatest media
developments of the past ten years. Regulated cable television
operations arrived relatively late on Taiwan. When the Cable Television
Law was passed in August 1993, illegal cable systems were already
serving viewers throughout Taiwan, some improving reception of
over-the-air television broadcasts in hilly areas and others offering a
wide selection of satellite and videotape programming.
Legalization of cable TV has led to an unprecedented growth to over
140 cable TV systems in operation, each offering over 70 channels of
programming. The penetration rate of cable TV has increased from 44
percent in 1994 to 80 percent today, the highest in the Asia-Pacific
region.
These cable systems have since registered with the GIO and will
remain in temporary service, until authorized cable systems under the
Cable Television Law begin providing programming in the service areas
concerned. Despite the initial rush to apply for legal cable
operations, the number of cable systems that have won construction
licenses has fallen steadily from 143 in 1996 to 103 in October 1998,
primarily because of mergers and takeovers. Nine of these stations have
received operating licenses and, of these, seven have begun operations.
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Keen competition for news coverage among TV stations is on the
increase in Taiwan. The news channels of the cable TV, TVBS, and
Global TV provide viewers with the most up-to-date news.
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When all 103 cable operations begin service, the present 140
systems operating outside the Cable Television Law will become a part
of history. The programming distributed by satellite TV services
through cable TV operators continues to eat away at the viewership and
advertising profits of the over-the-air TV stations in Taiwan.
In 1995, the ROC government initiated a project to build Taiwan
into an Asia-Pacific media center. The primary goals of the project are
to globalize the ROC media industry and develop Taiwan into a regional
center for the production of Chinese-language movies and TV
programming. From a commercial standpoint, the project aims to
encourage private investment, spur the production of quality high-tech
movies and TV programs, and create a dynamic market for such
Chinese-language productions. To implement the Asia-Pacific media
center project, the Government Information Office has improved Taiwan's
environment for media growth, completed legislation of the ROC's
Satellite Television Bill, and liberalized cable TV operations.
Cultivating and training media professionals; establishing a
consultation committee comprising business, government, and academic
sectors; soliciting plans for a "media park" project; and coordinating
land tax incentives, lower tariff rates, and preferential loans with
the appropriate governmental agencies are essential elements of the
Asia-Pacific media center project.
In November 1998, the first National Conference on Radio and
Television Affairs was held to discuss preparations for digital TV and
satellite technology. The conference drew government attention to the
fact that new legislation was necessary to deal with future
broadcasting techniques and market changes, as well as increase the
global competitiveness of the domestic broadcasting industry.
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