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on whether there is “platform displacement” of
IPTV on cable TV.
In recent years, there have been studies that
have analyzed the competition between cable TV
and IPTV. Liu (2006) analyzed the advantages
and disadvantages of CHT's IPTV and cable
TV. In studying the impact of IPTV on cable TV,
she concluded that IPTV lacked channels and
its programs were not timely. However, because
CHT had a lot of resources and its IPTV provided
VOD and interactive services, it was believed
that it would serve as a threat to the develop-
ment of cable TV, if it provided more channels.
Lee (2007) also demonstrated that IPTV service
would compete directly with cable companies in
Taiwan. Therefore, in addition to time displace-
ment and functional displacement, this chapter
also analyzes whether IPTV subscribers who
also subscribe to cable TV will stop subscribing
to cable TV. What, then, are the main reasons
why IPTV subscribers stop subscribing to cable
TV? This chapter also analyzes whether there is
a platform displacement effect of IPTV on cable
TV. If there is, then what are the factors that are
related to IPTV subscribers? Hence, the following
research question is proposed:
Q5: Since competition exists among different
TV platforms, will there be a platform displace-
ment effect of IPTV on cable TV subscribers? If
there is, on what will their considerations be based?
were successfully interviewed. The acceptance
rate was 47%.
Measurement
Use of Different TV Platforms
This study focused on the use on different TV
platforms (such as cable TV and IPTV). Kaplan
(1978) and Grotta & Newsom (1982) suggested
that future studies should measure the use both
before and after the users adopt the new media
(such as cable TV). In this study, the respondents
were asked to estimate their total viewing time
(in minutes) in relation to each TV platform per
day. They were asked to state whether the time
they spent on TV increased, remained the same,
or decreased after they subscribed to IPTV.
Time Displacement
When users spend more time on a new medium
and they also tend to spend less time on existing
media, then a time displacement effect is estab-
lished. We can also ask: “For the users who have
more than two TV platforms, if they spend more
time on a new platform, do they also tend to spend
less time on existing platform?” Therefore, if the
total viewing time of the IPTV users who are also
cable TV subscribers does not change or decrease,
the hypothesis of ''more-less'' is supported, i.e.,
the time displacement effect is deemed to exist.
However, since we want to know whether there
is a time displacement of IPTV on cable TV sub-
scribers, if the cable viewing time of the IPTV
users who are also cable TV subscribers does not
change or decrease, the hypothesis of IPTV's time
displacement effect on cable TV is not supported.
Methods
Data
The research methods adopted include a literature
review and telephone survey. With regard to the
telephone survey, the research team outsourced
the interviews to a survey company in May 2007.
It dialed 2,814 numbers selected systematically
based on the name lists provided by the service
provider. After subtracting the non-human fac-
tors, 1,301 households were asked to answer
the questions. Finally 612 of CHT's IPTV users
Functional Displacement
With regard to the functional displacement ef-
fect, the respondents were asked what their major
concerns were when they decided to subscribe to
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