研究結果發現，業界普遍認同政府鬆綁相關規範，惟認為管理思維須更放寬，回歸業者自律，消費者決定；且由於現行暫行規範存在於主管機關的「節目與廣告區分認定原則」之下，使得開放與真實情況有許多矛盾之處，建議應從此規範下移除或獨立規範；從訪談而知，現今置入行銷及冠名贊助之決定權及獲益方皆為頻道業者為主，然業者坦承財源收益仍有限，研究者認為業者亦須自省，不能只依賴政府為其解決本身問題，且業者與政府間應多增加直接溝通管道與機會，使得下情真正上達，而政府亦需制定較符合實情的規範，並規劃更有效的政策，以提升國內影視產業競爭力。 For many years, the Product Placement has been carried out, but National Communications Commission (NCC) in Taiwan began to lift a ban on product placement and sponsorship permitted in TV on October 5th, 2012. The purpose is to attract more investments and improve the quality of programs. At present, the mainly domestic research is to effect on product placement. Seldom, the research deeply understands the real problem for industries by direct interviews. The researcher use multi-professional interviews and an analysis of problem in essence in order to understand on product placement and sponsorship by government.
This research adopt deep interview to 13 senior executive TV channels, programs, producers, advertising sponsor and governing agency. To study and analyze the various factors, the strategic and procedures on product placement and sponsorship have understood after deregulation.
The research result mainly discovered that broadcasters approve of lighter and lighter restriction, but it should be liberal thinking in management and return self-regulatory mechanism and consumer choice. Also, the Temporary Directions for the Commercial Product Placement/ Sponsorship of TV Programs conflict with the Principles of the Separation of Programs and Ads and relevant laws. A lot of contradiction has happened to execute and operate the policy. Broadcasters suggested removing unrealistic regulation. However, broadcasters cannot depend on the government to solve their problems because there are more ways than government. Broadcaster should find their way to go.