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the new TV platform. For digital cable TV users,
a third item, “interactive function,” was added.
For IPTV users, a fourth item, “video on demand
(VOD),” was added.
subscribers. After users subscribed to IPTV, 67.7%
(n=408) of the IPTV users maintained the same
number of viewing hours per day, 23.1% (n=139)
of the IPTV users decreased their viewing time,
and 9.2% (n=55) of the IPTV users increased
their viewing time. In other words, more than 90
percent of the IPTV users do not increase their TV
viewing time because of their IPTV subscription.
Among the IPTV subscribers, only 18.8%
(n=111) of users subscribed to cable TV. For those
who subscribed to both IPTV and cable TV, 82.4%
(n=89) maintained the same total viewing time,
11.1% (n=12) decreased their total viewing time,
while 6.5% (n=7) increased their total viewing
time. When asked to respond to cable viewing
time, 87% (n=96) maintained the same viewing
time on cable TV, 10.3% (n=11) decreased their
cable viewing time, and 2.7% (n=3) increased
their cable viewing time after they subscribed to
IPTV. Since 87% of the IPTV/cable TV subscrib-
ers maintained their cable viewing time and only
10.3% decreased their cable viewing time, the time
displacement effect of Chunghwa's IPTV on the
cable TV platform was not clear. Therefore, H1
was not supported.
Platform Displacement
The IPTV users were asked whether they also
subscribed to cable TV, whether they stopped
subscribing to cable TV after they subscribed
to IPTV, or whether they had ever subscribed to
cable TV before. If the respondents terminated
their cable TV subscription after subscribing to
IPTV, the platform displacement effect of IPTV
on cable TV is deemed to exist.
Results
1. IPTV Respondents' Profile
The data consisted of 333 females and 279 males.
The educational level of the respondents, of which
44.4% were college graduates and 8.4% had re-
ceived graduate degrees, was above the national
average. As for the age level, 34.9% were 40-49
years old, and 21.5% were 30-39 years old. The
household income of 42.57% of the respondents
was NT$80,000 (USD 2,352) or higher, 51.2% had
more than two TV sets, and 50.9% of the families
had more than two children under 20.
i. Users stopping cable subscription spend
more time on IPTV than users who still
subscribe to cable TV
According to the survey, 59.1% (n=349) of
the IPTV users stopped subscribing to cable TV
services after they subscribed to IPTV service.
The t-test shows that there was a significant dif-
ference between users who stopped their cable
TV subscription and users who still subscribed to
cable TV in terms of IPTV viewing time per day
(t[445] -6.418, p<.01). Users who stopped cable
TV subscription (M=123.69, n=337) spent more
time on IPTV viewing than users who still sub-
scribed to cable TV (M=49.6, n=110)(see Table 1).
2. Time Displacement Effects
On average, IPTV users watched TV for 159.15
minutes every day. They watched programs on
the IPTV platform for 105.56 minutes every day.
They also spent 11.35 minutes on non-TV purposes
(such as interactive services) every day.
i. IPTV does not have a time displacement
effect on cable TV subscribers
H1 hypothesizes that IPTV has a time displace-
ment effect on the users who are also cable TV
ii. Time displacement effect and the users'
demographics
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