|Abstract: ||近年全球盛行結合電視與網際網路兩者的數位匯流型態。中華電信2004 年於推出MOD（Multimedia on Demand）服務以來面臨有線電視業者掌握多數節目內容資源的困境，為提高MOD用戶數成長及使用率，除了努力取得其他替代節目內容來源外，更積極推出多種電視加值服務。|
Recent years, digital convergence type of combining TV and Internet has been prevailing worldwide. In order to cope with the dire straits that majority of content resources are controlled by cable operators, Chunghwa Telecom launched Multimedia on Demand (MOD) service in 2004. For the purpose of promoting MOD subscribers and their usage rate, Chunghwa Telecom has been not only striving for obtaining alternative sources of program contents, but also proactively launching a variety of value-added TV services.
Therefore, this study used questionnaires to investigate service preferences of MOD subscribers while accessing Internet through TV network. The study result shows that, in developing TV Value-Added Services, i.e., “Internet Access via TV”, the case company can focus on promoting three top-priority Internet Access via TV services, namely in sequence “online on-demand information applications”, “online video applications” and “online e-learning applications”. Through further analysis, this study also identified attributes and characteristics of subscribers with high preference for top three TV Internet services. These subscribers could be used as a target customer base to help the case company in formulating strategies and developing on-demand information contents, online video contents and digital e-learning courses consistent with the needs of target customer group. The analysis also found that Webpage searching/browsing and E-mail sending & receiving are customers’ first and second highest common online activities, while preferences of Internet Access via TV are only ranked at sixth, twelfth positions. It is speculated that operating experience might be the potential reason. A TV is not like a computer, which can be easily operated by using keyboard and mouse. The case company may develop and provide a way of achieving better operating experience, such that to increase subscriber’s willingness of using MOD TV instead of a computer to search/browse WebPages and send & receive E-mails in Internet.
The result of this study allows the case company and industry to be able more clearly in the directions of introducing and promoting Internet Access via TV services, and serves as some reference points.