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THE IMPACT OF STAR TV IN TAIWAN:
CAN CULTURAL IMPERIALISM EXPLAIN IT?

BY

Pei-Lin Chu

A THESIS

Submitted to
Michigan State University
in partial fulfillment of the requirements
for the degree of

MASTER OF ARTS

Department of Communication
1 994

ABSTRACT

THE IMPACT OF STAR TV IN TAIWAN:
CAN CULTURAL IMPERIALISM EXPLAIN IT?

BY

Pei-Lin Chu

Recently Taiwanese government restrictions on programming
have been broken by 'free to air' satellite TV, particularly by the
signals from Star TV (Satellite Television Asian Region). Star TV
offers not only English channels but also a Chinese channeL This
Chinese channel makes the phenomenon of Star TV more complicated
than before and suggests that a simple theory of media imperialism
cannot explain the Taiwan case. This paper examines if media
imperialism can now explain the Taiwanese experience, and studies
how local Taiwanese stations react to this challenge. Three
hypotheses deal with the origins of local TV's programming: national,
regional and western. By using a content analysis, the paper
investigated which steps have been taken by local TV in order to
hinder competition from Star TV on general and prime time.
Unexpected, however, the change of local stations is found to be
minimal in this study. Implications and recommendations for future

research are discussed.

ACKNOWLEDGMENTS

First of all, a special thanks to Dr. Wilson, my advisor, for his
precious guidance and encouragement throughout my master study.
Gratitude also go to Dr. Straubhaar and Dr. Johnson for their
invaluable help as committee members.

Next, I must express my sincere appreciation my friends for
their help as Supportorts while this study was undertaken.

Finally, I would like to share this thesis with my famly,
especially my mother and father. Without their endless love and
support , I would not have the privelige‘ to complete this degree.

TABLE OF CONTENTS

LIST OF FIGURES

LIST OF TABLES

CHAPTER ONE: INTRODUCTION

STATEMENT OF THE PROBLEM
BACKGROUND
RESEARCH QUESTIONS
THE SIGNIFICANCE OF THE RESEARCH QUESTION
METHODOLOGY AND THE SCOPE OF THE STUDY
CHAPTER 2: TAIWAN AND TAIWANESE MEDIA ECOLOGY
GENERAL BACKGROUND ABOUT TAIWAN
THE TAIWAN MEDIA ECOLOGY
TAIWANESE DESIRE MORE INFORMATION
./ CHAPTER THREE: LITERATURE REVIEW
THEORETICAL FRAMEWORK FOR THE STUDY
HYPOTHESIS FOR THE STUDY

LITERATURE REVIEW IN TAIWAN RELATES TO
THIS STUDY

OTHER LITERATURE REVIEW ABOUT STAR TV'S
PHENOMENON

CHAPTER FOUR: STAR TV IN TAIWAN

WHAT VIEWERS SEE ON STAR TV
(The programming)

NATIONAL RESPONSE TO STAR TV
CHAPTER FIVE: CONTENT ANALYSIS
METHODOLOGY
SAMPLING
DATA ANALYSIS

ii

ii
iv

UIAJSNI—I

11
12

18
21

23

24

27
3O

41
41
42

CHAPTER SIX: CONCLUSION

DISCUSSION AND CONCLUSION 60

THE LIMITATIONS OF THIS STUDY AND FUTURE

RESEARCH 63
APPENDIX I: DEFINITION OF CATEGORIES 72

APPENDIX 11: ONE WEEK SCHEDULE FOR LOCAL STATIONS 75
APPENDIX II: ONE WEEK SCHEDULE FOR STAR TV STATION 82

BIBLIOGRAPHY 89

iii

LIST OF FIGURES
Figure 1: Economic Growth in Taiwan--Selective Indicators 9

Figure 2: The Growth of VCR Penetration in Taiwan Area 14

Figure 3: Star TV households in Taiwan 35
Figure 4: Star TV penetration Of Taiwan 36
Figure 5: Taiwan's highest rating "news" programming over
past three years (1991-1993) 37
Figure 6: Taiwan's highest rating "game shows" programming
over past three years (1991-1993) 38
Figure 7: Taiwan's highest rating "children" programming
over past three years (1991-1993) 39

Figure 8: Taiwan's highest rating "soaps" programming
over past three years (1991-1993) 39

Figure 9: Taiwan's highest rating "variety" programming
over past three years (1991-1993) 40

Figure 10: Taiwan's highest rating "film" programming
over past three years (1991-1993) 40

Figure 1 1: The average weekly telecast time (hours) and the
percentage Of the programming produced by
national, regional and western in the local

' networks (1991-1993). 43
Figure 1 1.1: The average weekly telecast time of total
three local networks (1980-1993) 45

Figure 1 1.2: The average weekly telecast time for total
three local networks 46

iv

LIST OF TABLES

Table 1: Local programming produced by national
(Taiwan) sources from 1991 to 1993
(two week period)

Table 2: local programming purchased from
regional (98% Hong Kong +296 Japan)
sources from 1991 to 1993 (two week period)

Table 3: Local programming purchased from western
(95% American +596 British) sources from 1991
to 1993 (two week period)

Table 4: Prime time local programming from 1991 to 1993
(two week period)

Table 5: Contingency table for a 2*3 Chi-square (H#1)
Table 6: Contingency table for a 3*3 Chi-square (H#1)
Table 7: Contingency table for a 2*3 Chi-square (H#2)
Table 8: Contingency table for a 3*3 Chi-square (H#2)
Table 9: Contingency table for a 2*3 Chi-square (H#3)
Table 10: Contingency table for a 3*3 Chi-square (H#3)

48

49

SO

52
54
54
55
S6
57
57

CHAPTER ONE: Introduction

Statement Of the problem
T In the 19905, the role of television in the global arena of

cultural domination has been reinforced by new delivery systems-
communication satellites and cable networks (Schiller, 1991). In
Chin -chuan Iee's book, Cultugal Imperialism Regonsidered, he
thought that Taiwan did not fit the idea of cultural imperialism very
well because less than 20% of programming was imported, owing to
government's stringent quotas on imports Of foreign programming
(lee, 1980). Recently, however, Taiwanese government restrictions
on programming have been broken by 'free to air' satellite TV,
particularly by the signals from Star TV (Satellite Television Asian
RegionM This paper examines if media imperialism, or the
unbalanced media flow from western countries, can now explain the
Taiwanese experience, and studies how local Taiwanese stations
react to this challenge. Furthermore, Star TV offers not only English
channels but also a Chinese channel. This Chinese channel makes the
phenomenon of Star TV more complicated than before and suggests
that a simple theory of media imperialism cannot explain the Taiwan
case. As far as local stations are concerned, losing revenues on top of
losing ratings makes the problem of Star TV even more serious. This
creates a more heated national media competition. This paper
investigated which steps have been taken by local TV in order to

hinder competition from Star TV. The origin of local TV's
programming, national or foreign, shall be taken into consideration.

Ba un

Taiwan used to be one of the most self-reliant nations in the
realm of media because of stringent quotas on imports of foreign
programming. New technology, however, seems to have overcome
government restrictions on television viewing, both in terms of the
amount of foreign programming and the political and moral content
of that programming (Tracy, 1988). In response to the impetus from
DBS (Direct Broadcasting System), the Taiwanese government issued
the legalization statements of Ku-band satellite operations in
November1988 and C-band satellite operations in July 1992. These
actions are an outdated response to a flourishing underground
industry. Although cable television was officially banned in Taiwan,
some 300 unlicensed cable stations, most of them very small, already
serve about 350,000 of Taiwan's four million households (The China
Egg, 1992). Police sporadically raid the illegal stations, snipping
Wires and conflscating equipment, but operations are soon resumed.
Obviously, satellite TV is approaching the status of rice as a staple in
the Taiwanese diet.

Star TV (Satellite Television Asian Region) is an example of free
-to-air TV. Free -to -air indicates that there is no charge to
receivers. Its signals are not scrambled, so anyone who has a dish
can receive the programming. This makes it harder for authorities to
control what is received. It also allows any individual with a dish to

become a small entrepreneur since he can charge other people to

hook up to his dish. The programming is free of charge because Star
TV receives revenue only from advertising, not from customer fees.

Hong Kong based-Star TV is broadcast from the AsiaSat-l
cOmmunication satellite. AsiaSat-l, launched in 1990, is owned by
China International Trust and Investment Corp., Britain's Cable and
Wireless and the foreign-investment arm of Li Ka-shing's
Hutchvision Whampoa and China (The Wag Strgt logrng, 1991). Its
footprint covers a region from Egypt in the west to Japan in the east
and from the common wealth of Independent States in the north to
Indonesia in the south. Its major 10 target markets are Hong Kong,
Taiwan, South Korea, the Philippines, Singapore, Malaysia, Thailand,
Indonesia, India and Pakistan. Among these countries, Taiwan is
home to the largest number of households which receive satellite TV
penetration through cable systems (The CemmonWealth, 1992). Star
TV currently broadcasts five channels as part of its pan-Asian
Television. These are the MTV channel, Sports Channel, BBC WSTV,
and a Chinese Channel (entertainment programs from Taiwan, Hong
Kong and regional countries) as well as the Star Plus Channel
(entertainment programs from America and other Western
Countries).

Due to satellite TV, millions of Taiwanese now know American
newsmen such as Ted Kopple and Dan Rather more intimately than
they know their local newscasters. Struggling oriental rock groups
jostle for air-time on MTV with Madonna and Ice-T. American soaps
sometimes outrank Cantonese soaps (The China Pest, 1992). As far
as local TV stations were concerned, in order to compete with Star
TV, Taiwanese TV stations started to rebroadcast Cantonese drama

series and to provide a bi—lingual system for people who do or do not
want to listen to "English" programs such as "Who '5 the boss" and
"The Golden Girls".

W
The Research Question in this paper is: Has the introduction

of Star TV led local stations to change their programming
over time? to import more western or regional
programming? or to produce more national programming?
This paper will investigate which steps have been taken by local TV
to compete with Star TV. The origin of local TV's program, national
or foreign, will provide the evidence to demonstrate changes by local

stations.

The signiflegce of the Remh Questien

D88 and cable are always assumed to be vehicles of western
programming by electronic colonialism scholars. In Asia,
there is a great distance between indigenous Asian Culture and the
western lifestyle. In order to attract the greatest majority of the
Chinese- speaking audience, Star TV offers a Chinese channel as well
as English channels. The Chinese Channel of Star TV and local
stations attract the same audience and chase the same advertising
dollars. Losing revenues on top of losing ratings makes the problem
of Star TV even more serious for the local station. Taiwan is the
major market for Star TV. The events occurring in this country will
serve as a model for the rest of Chinese-speaking Asia. How the
existing Taiwan systems respond to the new player in the market, is

worth studying because it provides an opportunity to test the
general media imperialism view which may not fit the developments
in the important test country well. This paper is going to provide
some insights into a different outlook on media imperialism where
the existing general theory is oversimplified.

M 10 Th f th s It

This paper will analyze the existing empirical and research
data collected by various market research companies and some
academicians.

To answer the research question, three hypotheses were
formed and a content analysis were conducted. In order to
investigate how local stations deal with the signals combining
western and regional programming from a transitional company,
there are several background discussions which should be provided.
The first is some general background about Taiwan and the role of
the Taiwanese TV industry as it relates to the political and economic
system which are in transition. Then, the factors that influence Star
TV's penetration into Taiwan's viewership need to be determined.
These issues can be approached by focusing on Taiwan's growing
affluence which gives access to DBS technology and spurs
dissatisfaction with the current program standards. Despite the
factors of a flourishing underground industry and a tolerant
government policy, this dissatisfaction is perhaps the most obvious
reason for Star TV's success. The analytical approach in this paper
will look at the growth in VCR sales and existing academic data to

show the growing dissatisfaction with current TV broadcasts.

@Ond, the nature of Star TV's program content needs to be
studied. In order to understand the Star TV‘s program content and
structure, the researcher provides a one week program schedule for
March of 1993. The format of Star TV‘s five channel will be covered
in detail. Some literature review about Star's phenomenon is also
being provided in literature review section.

CTEird, the national response to Star TV will be covered in the
same chapter. Using a triangle-interaction structure, an analysis of
the Star TV phenomenon which focused on the responses of the
government, the industry and the public is being provided. The
evolution of government policy as well as Star TV's current success
among Taiwanese TV viewers will also be discussed. Moreover, the
effects of Star TV on local programming need to be studied. Some
market rating report will be offered.

CHAPTER TWO: Taiwan and Taiwanese media ecology

General Background about Taiwan

(1) The geegraphy
About the size of Netherlands in Europe, Taiwan is located in

the western Pacific Ocean, 100 miles off the coast of mainland China,
200 miles north of the Philippines and about 700 miles south of
Japan. Two-thirds of the island is covered with forested mountains.
Since most of the island is covered by mountains and hills, there is
little flat land for economic purposes. Most of the flat- land is along
the west coast; a few limited flatlands exist along the east coast (A
Glance at Taiwan, 1989, p.7).

(2) The @218
At the end of 1989, the population of Taiwan exceeded 20

million. The population density was 550 per square kilometer in
1989. This gives Taiwan the second highest population density in
the world. Due to Taiwan's geography, more than 80% percent of the
population is distributed over the west coast. Approximately 84
percent of the population is Taiwanese, 14 percent is mainland
Chinese and 2 percent is aborigines (ibid., p.8).

(3) The histogt
Chinese immigration to Taiwan began as early as the T'ang

dynasty (AD 618-907). In 1628, the Dutch took control of the island.
In 1683, the Manchus of mainland China conquered the island and
made Taiwan a province of China. The island was ceded to Japan
following the Sino-Japanese War of1895 and remained under
Japanese control until 1945. In 1949, when the communists gained
control over the Chinese mainland, President Chiang Kai-Shek led his
division across the Taiwan Straits, establishing the provisional capital
of the Republic of China in Taipei (ibid., p.9).

W4) Th onomi l m nt
Taiwan has participated in the economic miracle of East Asia

growth. Over the past three decades, Taiwan has changed from an
agricultural to an industrialized economy. Economic development in
Taiwan may be divided into three phases (Tien, 1988). During the
first phase 195 3-1 960, the government encouraged private
investment in labor intensive light industries. Import substitution
policy was pursued to protect domestic industry. Industrial products
and consumer goods were manufactured mostly for domestic
demand. The government adopted a series of financial reforms and
incentive industries and chemical industries in order to guide
Taiwan's transition from light to heavy industrial development.

‘ As Figure 1 indicates, the average annual growth rate of
Taiwan's industrial production was 1 1.7 percent during 195 3-1962,
18.5 percent during 1963-1972, and 9.6 percent during 1973-1986.
Gross national product (GNP) also grew at an annual rate of 7.5

percent,10.8 percent and 8.1 percent, respectively. The proportion of
industry in relation to the nation's GNP also rose from18.0 percent in
1975 to the 47.3 percent of 1986. By the end of 1987, industrial
output exceeded 50 percent of the nation's domestic product, thus
qualifying Taiwan as a highly industrialized nation.

Industrialization and high economic growth brought affluence
to the citizens and contributed to structural change in the social
system. Per capita income rose from US. $50 in 1952 to about US.
$5000 in 1987. As the income improved so did the material
conditions of life on this island. Popular access to the media and to
modern transport vehicles also helped facilitate social mobilization
on the island (ibid., p.5). With a GNP growth rate averaging about 9%
annually over the past three decades, People in Taiwan are
experiencing a fast changing society with rising income, higher
standard of living, and more leisure time for media consumption.

Figure 1: Economic Growth in Taiwan--Selective Indicators

 

Years % Industrial Production GNP --
1953-1962 11.7 7.5

1963-1972 18.5 10.8

1973-1986 9.6 8.1

 

Source: Council for Economic Planning and Development and
Development, Taiwan Statistical Data Book (Taipei: Executive Yuan,
1987, p.2)

(5) Social Sfltifieation
When the KMT (Kuomintang) arrived in Taiwan in1949, the

island's social structure was relatively simple. As the
industrialization and urbanization progressed the island's social
structure became increasingly complex and differentiated. From the
19505 to the19805, the middle class broadened; they had great
impact on the political process. In general, they supported political
reform and demonstration. They stood in the front of Taiwan's
mushrooming social reform movements-such as the consumer
movement, the ecology movement, the human rights movement, the

woman's movement, etc. (Tien, 1988).

46) The mlitical development
In the 19803, Taiwanese political participation increased. The

opposition forces against the KMT legally formed the Democratic
Progressive Party. (DPP) in 1986. In 1987, martial law ended in
Taiwan after thirty -eight years. The government facing several
harsh criticisms from the DPP decided to liberalize several
regulations and policies. One of the most significant improvement is
that: the government lifted the previous restrictions on publication of
the new daily newspaper in 1988. After Chiang Ching -Kou died in
1988, Lee Teng -hui became Taiwan's new President. Competitive
elections were held; new political parties formed; the press became
independent. Students and various other groups including veterans,
women and labor began to seek political influence. Taiwan is still not
a democracy. It is more democratic than authoritarian regimes, but

as Winckler (1988) asserts, its democratic practices will remain

10

subordinate to a party-state apparatus that reserves to itself the
choose of highest leaders and basic policies and defines the limits of
political competition.

$13.1.mmedlaecolggy

Proposals for the establishment of television stations in the
Republic of China were first heard as early as 1947. But it was not
until May 16, 1957 that the first demonstration of TV broadcasting
was held in Taipei. The NTSC system, which is currently in use in the
US, was adapted for use in ROC. It took another four years before
the first TV station, Taiwan TV Enterprise ('ITV) was born. After
TTV started on Oct.10,1962. China Television Company (CTV) went
on the air on Oct. 31,1969, and the Chinese TV Service (CTS) started
Operation on Oct.31, 1971. There are three commercial television
networks in Taiwan (Republic of China year book, P439).

’ TI‘V is a joint venture of the Taiwanese Provincial Government
and private Taiwanese and Japanese interests. CT'V is owned by the
ruling KMT party (50% of the shares), private radio stations and
other private investors (50% of the shares). The ownership has
shifted to 63% owned by the KMT and the remaining 37 percent is
owned by private radio stations in 1991. CTS stocks are owned by
the Ministry of National Defense (49 %), Ministry of education and
private investors (5 1%). The government and the ruling party are
major owners of these networks, but they are run purely as
commercial enterprises (Republic of China year book, P66).

In the TV ownership structure, there was a solid

superstructure formed by political society and civil society: the

11

government shares were owned by the political society and the
private shares by the civil society (Chen,1992). Moreover, many so
-called "private" investors were also owned by the government of
the KMT. The combination of political society and civil society made
the state more stable and consolidated the political power.
Government has great control over the industry's major

appointments, finance and content.

xix Taiwanese desire more informappn

Taiwan's developmental experience shows a close pattern of a
relationship among industrialization, social change, and political
development. As the social-economic conditions rapidly improved
throughout the 19703, a strong demand for political reform became
desirable. The local stations increased programming to catch up with
the fast growth of social development. For example (see Figure 1 1),
the average weekly telecast time of local stations increased from
174.8 hours (1980) to 223.4 hours (1985).

The government in Taiwan, however, was quite conservative
because of the consideration of national security. This simple
improvement still could not satisfy the strong needs of the residents
in the aspect of diversity of television programs and information.) It
often takes a long time for the government to decide whether an
innovation Will be proper for the public, especially when the
innovation involves a communication technology.{ Nevertheless, the
economic growth changed people's lifestyle, most Of the people want
to enjoy better lives. Thus, the yearnings for better entertainment

and broader range of information become even more urgent.

The adoption of the VCR and the backyard dishes and the
invasion of "the fourth Channel" are three good examples from

above situation.

(1) VCR mnetratien in Taiwan

Since the economic level is getting higher and higher, more and
more people in Taiwan are able to afford the price of the VCRs.
Esccording to consumption theory, Cable TV and VCR are substitutive
products so the demand of VCRs can be used to estimate the
potential market for cablei (Boyd, Douglas and Straubhaar, 1985;
Shrikhande, 1993). VCRs were introduced in Taiwan in 1976. Since
then, the numbers of households that own VCRs has increased
rapidly (see Figure 2).

According to the survey conducted by the government
Information Office (GIO) in 1987, 32.31 percent of the respondents of
Taiwan have VCRs. In addition, the increase of household ownership
introduces the demand for the VCR video rental stores. There are
more than five thousands licensed video rental stores in 1984. In
Taiwan, moreover, the rental revenues in 1984 reached 100 million
US dollars.

Figure 2: The Growth of VCR Penetration in Taiwan Area

1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1987

Penetration of Households
.03%5
.70%i
.73%5
1L83%i
1303%i
fi78%s
'L32%5
10.01%
14IXB6
28IXN6
3 2.3 1%

Source: Government Information Office, 1987.

14

According to the government survey in 1984, expenditure on
VCR videos and movies are about 107 US dollar a year. As
mentioned earlier, the penetration of VCRs is 32.3 1 percent , while
46.20 percent of people in the Taipei area who don't have VCR plan
to buy one in the future. 50.7 percent people buy a VCR because
they are tired of the boring programs on broadcasting television

(Government Information Office, 1987)

(2) fickyatd dishes
A couple of years ago, some people began to set up the

backyard dishes on the roofs of their own houses to receive the
signals from the satellites of Japan. Since then, backyard dishes
became more and more popular. Upon failure to prohibit all those
people from setting the dishes and because of the pressure of public
opinions, the government finally legalized the set -up of Backyard
dishes in November 1988.

In fact, Community Antenna Television system (CATV) was
established in Taiwan as early as in the 19705. Taiwan is a
mountainous land and is always attacked by typhoon at least once a
year. These natural limitation make it difficult for some area to
receive clear broadcast signals from the traditional antenna. In
addition, some communities were cut off from the broadcast signals
due to geographical constraint or other disabling terrain, while other
areas were simply too far away from broadcasting center to receive
anything more than the weaker end of the signals. As a result ,
several appliance dealers and repair shops began to look for a way to

solve this problem. CATV, the technicians erected an antenna on a

15

nearby hill top to receive broadcast signals, and disturbing them via
a hardware connection to individuals' home receiver (Baldwin &
Macvoy, 1988). As a medium, cable was supposed to play only an
ancillary, adjunct role to broadcast TV. This system could also
receive television signals from satellites.

In 1983, there were more than 60 CATV systems in Taiwan
and more than 45 thousand subscribers. At that time, the total
number of television sets was 5,230,000, and the penetration of
CATV was 0.86 percent (The Art of the Republic of China Today,
1988).

(3) "the fourth e1"
During those years," The fourth Channel "emerged and spread

rapidly. So named because they are viewed as an alternative to
Taiwan's three existing legal TV stations. This again implied that the
mass were dissatisfied with the program offered by the three local
stations (Chg Times, 1990). " The fourth Channel System" is one
kind of satellite master antenna television system (SMATV), which is
a small cable system serving residents of areas. It provides not only
the programs from the three television networks, but also one or two
additional channels whose programming is from the video rental
stores, including soap operas from Japan and Hong Kong. For the
programs which are transmitted through cable to the subscribers'
houses, the installation fee is NTS 1500-3500 ( US $60-140), and the
subscription fee is around NTS 200-500 (US 38-20) a month.

16

" The fourth Channel System" emerged in 1979 and now has
become widespread over the whole island. Because of the
competition from CATV, "the fourth channel" systems have started to
offer satellite programs (e.g., Star TV) to the subscribers. This illegal
business involved a lot copy right issues. More details about "the
fourth Channel' and Star TV will be covered in Chapter 4.

17

CHAPTER THREE: Literature Review

In this chapter, three kinds of literature are reviewed in order.
The first one is the theoretical framework for this study, the theories
discussed. Then, three hypotheses based on above theories are
conducted. Secondly, the researcher reviews some Taiwanese
literature about the issue of spillover from Japanese DBS. Finally,
some literature review about Star's phenomenon is also being
provided.

Thgretigal fmework fer the study

Over the last two decades, global television programming has
been a one-way flow that started in developed countries, in this case,
the United States, and flowed to developing countries. This sort of
unbalanced media flow has been labeled as" [media imperialism"
(Nordenstreng, K&Varis, 1974). Scholars also claimed that the west
offers to the Third World countries with appealing western cultures
and subsequently, dominating their cultural -communication
structures. Media imperialism assumes that there is a strong
programming dependency relationship between developed and
developing countries. The dependency relationship established by
the importation of communication hardware, foreign-produced
software, along with engineers, technicians and related information

protocols, vicariously establishes a set of foreign norms, values and

18

expectations which, in varying degree, may alter the domestic
cultures and socialization processes (Mcphail, 1981 ). Qtldfiigyi

’ Wdomestic systems respond to international competition by

JEEB‘SPC wgmore . "western" programming.“ T I

In Beyond Media Imgriaiism, Straubhaar (1991) asserted

that while VCRs, Cable TV, and DBS bring more American television
to elites, the decreased cost of production that resulted from the new
technology also increased both the numbers and the diversity of
programs on television in latin America. He also concluded that , in
the Third world, changes in Technology have facilitated both an
increased in the flow of First World television programs and an

increasetin nafionaLproducfiom- _ -

The decreased cost of technology makes local systems better
equipped to produce more domestic programming; new technology
not only increases the flow of First world television programs but
also allows an increase in national production. Both Hong Kong and
Taiwan are good example of this case.

Tvkchnoloy diffusion does not equal cultural-diffusion_,_.A study
on technological changes in video media assumed that technological
development simply reinforces the unequal flow of the media
between countries by adding a new set of channels favoring US.
export programs over other television possibilities (Mattelart &
Schmucler, 1985). This prediction, however, seems to be
oversimplified. US television, does not exert the inevitable...

\d/Qtninance that is often assumed. «For instance, the first major cross-

border satellite— to-cable TV flow took U.S. cable channels into

(SS-‘3' .s '

Canada (Raboy, 1990) and the Caribbean (Hoover and Brette, 1991). l ‘
\I . “j \'

19

The programming had an extensive impact in English-speaking
Canada and the English -speaking Caribbean, but it had less impact in
the Spanish-speaking Caribbean (Straubhaar, 1989). Therefore,
,GIIEEi-aifiéféiiéfiéééblay an important role in determining what
[audiences aCtIIally Watch. In Pppttfl Cplture and The Economies Of
global Teleyision, Michael Tracy (1988) argued that " According to
empirical evidence, national cultural preferences play a much larger
part in determining what audiences actually choose to watch than
many like to believe". US television, Tracy concluded, does not exert
the inevitable dominance that is often assumed since television
traffic was not just a one way street. In 1991, Joseph Straubhaar
also claimed that "audiences make an active choice to view
international or regional or national television programs, a choice
that favors the latter two when they are available, based on a search
for Elitéréikrelemss or proximityf'l
This cultural proximity will make programming that is
culturally similar to the audience have a greater appeaLthanihat

-_u.__. AW)

competitive advantage over other DBS (NHK-l, NHK-Z, which offers
Japanese programming) systems in Taiwan. :Different from Asian
countries with non-Chinese-speaking majorities, the phenomenon
facing Taiwan is not just unbalanced information flow from western
sources but Star TV '5 Chinese broadcasts as well. J/

According to market surveys, the services of Star TV can reach
approximately 1,060, 000 households in Taiwan (95% is illegal),

which is 24.7% of the number of households with a TV set (The China.

Times, 1993). The Chinese channel is the most popular channel and
its share of audience increased from 9% to 15% in 1992. It made the
local TV industries extend their program time to broadcast about 19
hours instead of 15 hours a day (The China Times, 1993). Moreover,
the Chinese channel receives its highest rating time from 9:00 to
1 1:00 PM. This adversely affects other programming since Star TV's
rating are sometimes higher than those of local progms.,fl&._._,__-
atyaetiwmumbers present an alternative to local advertisers-m At-
presentLStarm biggest advertising revenues come from Taiwan
W(70—80%L(TheCommpn Wealth, 1992), most of which goesto the -
Qmmemmel-l1mg amount is more than the total ofallthe other
MEQEDQ’ESQGQEQ together. ForStar TV, the first Asian regional
commercial satellite, making profit is its top priority. In order to
make the biggest financial profit, in its marketing strategies, Star TV
has already bought and produced more programs to fit Taiwanese
audiences with diverse entertainment tastes (The China Times,
1993).

Has the introduction of Star TV led local stations to change
their programming over time? to import more western programming
which similar to Star TV'S English channels or to produce more
national programming or import more regional programs which
similar to Star TV's Chinese channel? Following discussion will

answer the research question.
H th f r
Based on the cultural imperialism view, the domestic systems

might responses to international competition by introducing more

21

western programming rather than regional or national programming
over time. Hence it is hypothesized that:

1' Hypothesis #1: the local station will import more programs which
are similar to Star TV's English Channels. Therefore, we Should see
more importation of western (American or International)
programming in the categories of news, sports, pop music,
soaps, cartoons, drama series, movies and discussion over
time.

The hypothesis need to be clarified. One is the definition of the
western programming, those are programs originally produced in
American or British, imported to Taiwan and showed in Taiwan
exactly the same origin. The other is the reason of choosing those
categories. I studied the TV guide for Star TV in March 1993 and
September 1993, these categories appeared with high frequency in
Star Plus Channel (Soaps, Discussion, Cartoons, Drama series and
Movies), Sports Channel (Sports), BBC (News) and MTV channel (POP
music) during this time period.

instead of importing more western program, local stations.
might response to Star TV'S competition by introducing more
Egrammingwith cultural proximity. IhQEEBYEIWO options. One isw
“to purchase regional programming and produce national
wprogramming which are similar to the most popular Channelin Star _
“357999859 Channel. The other is producing more national
\programming which is unique to the country of origin anddissimilar

-to Star's regional channel. . The hypotheses are:

@ypothesis # 2’: the local station will introduce more programs which

”a ”w..-

are similar to Star TV's Chinese Channel. Therefore, we should see

more regional and national programming in the categories of pop
music, variety shows, soaps, drama series, movies and
discussion over time.

The hypothesis need to be clarified. The first one is the
definition of the regional programming, those are programs originally
produced in Hongigong or Japan, imported to Taiwan and showed in
Taiwan exactly the same origin. Next, the national programming is
those programs made in Taiwan. The reason of choosing those
categories is that I studied the TV guide for Star TV in March 1993
and September 1993, these categories appeared with high frequency
in Star's Chinese Channel (Soaps, Discussion, Variety show, Drama

series and Movies)

KHyflpothesis # 3: the local station will produce more programs which

:Sfar'Tvcannot Offer. Therefore, we should see more national
programming in the categories of news, discussion, religious,
cultural, sports, comedy, documentary and child
entertainment over time.

The reason of choosing those categories is that I studied the TV
guide for Star TV and local stations in March 1993 and September
1993, these categories were not offered frequently by Star TV.

Litemtare review in Taiwg related to this study
There has been increasing concerns over cultural imperialism

when Japanese DBS went on air on L984.“ What has stimulated
increaSi-ngconcerns and debates among such issues of spillover
television is thatflthe intrusion of foreign programs might threaten.
£39993“ sovereignty, blur cultural identity by colonizing the mind of

23

people, and further establish a basis for economic domination in a
reEEMmg nation (Hyeon Dew Kang and Sewon Kim, 1990).

The geographical proximity as well as the historical
relationship between Taiwan and Japan urged an investigation by
government of the issue of spillover. Pan (1989) concluded that the
spillover from Japanese DBC does not directly bring what is called .

‘cmu‘itural exchangeor cultural imperialism, it just provided more
“diversity for the audience. Moreover, the phenomenon showed a

:Endency that audiences are dissatisfied with local stations'
programming and suggested that the cultural identity in Taiwan is
weak and more people are disconnected with their own culture. 2

In Jing-Erl Chan's " The development of TVRO in Taiwan"
(1991), she also concluded that the reception of Japanese satellite's
spillover is not a crisis unless the Taiwan continued with the current

@ficy of " no policy" and suggested that local authority should
develop its own DBS system. As to concerning the impact of DBS,
some scholars suggested the government need to institute proper
cultural policies since DBS crosses national boundaries without the
prior consent of the receivers that results in the unwanted reception
of foreign programming. For example, Peng (1992) suggested that

the Taiwanese government ought to issue a cable law to manage the

programming resource.

Other litegtttre about Sta TV‘s Phenomenon

Star TV phenomenon is significant because it caters to an area
which is largely under-served by broadcasting. Three channels are
accessible to most viewers in Asia. compared to 25 channels via

24

/ satellites, cable and terrestrial services available to TV audiences

I,“ in EurOpe and the US (Westlake,1991). In many Asian countries,
broadcasting services are owned and controlled and offer only
limited hours of programming a day. Star TV's five 24-hour
channels are likely to turn the broadcasting scenario in these
country upside down. Another significant factor is that Star TV
obtains most of its programming from Western resources, the
content of which may be objectionable in the more conservative

\ and diverse societies of Asia (Jayakar. 1993).

Tuen-yu Lau (1992) had investigated government policy
responses to satellite television through a case study of the Hong
Kong Administration's negotiations with Hutch Vision (the holding
company of Star TV) over the granting of unlike facilities to the
broadcaster from the colony. He identified three key players in the
broadcast regulation—the government, the media industries and the
public.

I I Following lau's format, Krishna P. Jayakar developed a case
study of Star's reception in India revealing a triangular interaction
between the three. In his" national response to international satellite
television", he concluded that: First, Industry has responded by
providing both hardware and services. An entire hardware industry
dealing with receiving antenna and cable equipment has come up in
the wake of Star TV. Second, the diversity of programming that Star
offered has been welcomed. There have been some voices of
criticism against foreign content, but this has not affected the
popularity of star TV programs. Third, Government views Star TV
primarily as a commercial/ economic threat to the domestic

broadcasting agent, rather than as a propaganda or social-cultural

influence. Since Star TV has not yet diverted a major share of
audience or advertising revenue from local station, the government
has not given priority to its regulation. Fourth, in the meantime, no
attempt has been made to gain the right of prior consultation and
consent of spill -0ver guaranteed by international law (Jayakar,
1993).

Both studies are inapplicable to other nations in the satellite
footprint, which has a majority Chinese-speaking population. It has,
however, lead the researcher to exam the Taiwanese national
responses to Star TV through a?. triangle interaction by focusing on
governmental response, industry response and public response,

respectively.

26

CHAPTER FOUR: STAR TV IN TAIWAN

In order to understand the nature of Star TV's program
content, the format of Star TV's five channels will be discussed at
first. Then, using a triangle- interaction structure, an analysis of the
Star TV phenomenon which focused on the responses of the
government, the industry and the public is also being covered. The
evolution of government policy as well as Star TV's current success
among Taiwanese TV viewers are discussed. Moreover, some market
rating report are provided in order to study the effects of Star TV on
local programming.

What viewers see on St;a_r TV (The prpgramming)
According to Shrikande's study (1993), star TV currently

broadcasts five channels. Broadcasts began on April 19,1991, and
were comprised of one channel EZTV (a music and entertainment
Channel) that was on the air for 7 hours a day. Soon two more
channels were added and broadcasts were expanded to 24 hours. In
early October of the same year BBC World Television went on Star TV
with two hours of programming. By November, these broadcasts had
expanded to an entire day service.

Z Each of the channels currently provides a joint venture with a
programming company, so that Hutchagision has not had to invest in
the production aspect of the business. /The Chinese Channel was
provided by a Hong Kong Company. EZTV (MTV) is a joint venture

27

with Viacom's MTV network, which will provide Asianized fare to
viewers. The sports channel is the product of a joint venture of the
Denver and Hutchvision to operate and program the sports channeL
The network will telecast not just select United States Sports events
but regional Asian sports and major international sports as well. The
initial BBC broadcasts consisted of World News, Asian news, Business
news and continual weather information. The expanded 24—hour
service includes current affairs and other programming from the BBC
such as newsnight and Tomorrow's world. Although, initially, the
service will be delivered entirely in English, it will gradually include
simultaneous translation in a range of Asian languages.

The English language entertainment channel, Starplus, has a
mix of programming that would appear to be a combination of
different cable channels. It includes movies, soap operas (The Bold
and the fluml), documentaries, cooking, talk shows (Donahue)

Children's programming (Chgppy and Princess, Children's 3mm), and

popular syndicated shows like Lifestyles of the Rich and Paous.
Although the program providers are in a largepart not from the. .

legion, each one is making an attempt to regionalize the content for .-

__g_r_e_a_t,er‘_appeal,and thereare also plans to gobeyond the audience

ghaLlingush language programming will appeal to. The entire make-
up of Star TV English Channels' programming may be classified into
major categories: news, sports, pop music, soaps, drama series,
movies, discussion and cartoons. News, Sports and MTV Channels'
programs on Star TV encompass almost every single format available

in broadcasting system. Other entertainment programs on Star Plus,

28

literally cover all the possible format and varieties available in the
U. S. ( See appendix :Weekly Star TV's program).

As indicated before, the/Chinese channel is the most popular
channel among Star' 5 channels in Taiwan. Therefore, I provided
more details about the Chinese channel. The entire make-up of
Chinese channel programming may be classified into three major
categories regarding their content, entertainment, cultural, and
journalistic programs. Entertainment programsare the most
prevalent form of Chinese Channel. Included in this category are:
Hong Kong's drama series and soaps (e.g., Hit guys, City Swordsman).
Japanese drama series (e.g., The 101 proposal, After the children
have gone to bed), drama series (Shanghai Family) from Mainland
China ,variety show, (Eggs Crash Rocks-Taiwan),kChinese MTV (A Star
A Day-Taiwan, Music beat). The formsiof Cultural programs includes
documentary (e.g., The nature of Taiwan, Yellow River), Japanese
cartoons (e.g., Doraemon) and soft discussion programs (e.g., Pa—Pa
time). News programs are some straight business news
programming translated from BBC Channel (e.g., World news report
and Financial News report). ‘ Chinese Channel concentrated on
entertainment. Hence, Chinese Channel created a niche in which'it
would efficiently operate in style just like " Fox" channel in American
media history. '

Even though its overall rating is lower than other local stations,
Chinese Channel still seems to be satisfied and stands an excellent

chance of becoming a successful channel in Taiwan.

National resmnse to Star TV
As indicated before, the quality of the current TV programs in

Taiwan is generally recognized to be unsatisfied (The Government
Office, 1987). This explains why when VCRs and video shops were
introduced in the early 80's, their demand mushroomed because
they have provided another alternative for leisure. By the end of
1984, just as the _VCR approached maturity and this competition
seems to level off. The TV industry faced another competitor which
is more dynamic and technologically advanced backyard dishes. This
has led to the initial growth and demand for CATV and the fourth
channel system in Taiwan. Because of the competition from CATV,
"the fourth channel" systems have started to offer satellite programs
(e.g., Star TV) to the subscribers. It is estimated that there are about
350,000 of Taiwan's four million households which can receive "free
on air" signals from satellite TV, particularly by the signals from Star
TV. With the anticipation that the price for satellite dishes would
gradually decrease once this product matures, demand for Star TV
will increase as well. Using the triangle-interaction structure, an
analysis of the Star TV phenomenon has to focus on the response of
the government, the industry and the public. As mentioned in
previous studies, a limitation in analyzing the growth of Star TV is
that the cable system operates wholly in the unorganized sector in
Taiwan; the same is true of other countries in Asian area. Therefore,
audience ratings and statistics on the number of cable operators are
available only from market research agencies, and the available

figures from different sources vary (Jayakar, 199;).

(1) Governmental Respense
DBS and cable go far beyond the technical and economic aspects

of message transmission to create another set of diverse issues that
are cultural, political and sociological in nature (Mcphail, 1981): ‘In
Taiwan, new technology seems to have overcome government
restrictions on television viewing and to have brought a variable to
media ecology.)

The most important part of a satellite TV reception system is a
receiving antenna systems. The great popularity of the live coverage
- of the Gulf war gave a boost to the receiving antenna industry and
attracted a number of manufactures to the sector. The Olympic
Games were another hit for this new technology, the number of
many factories increased dramatically. Small operations have come
up in cities. Recently, an entire industry has grown up around the
Star TV phenomena, attracted by enormous profits to be made in the
booming market for services.

1 Like a number of the countries under the Asiasat footprint
legislators have been slow to react to the rapid changes in the
broadcasting environment. late regulation of the new technology
instituted in time allows the illegal adoption of the technology to go
unpunished.5 Government finds itself inadequately equipped to deal
with this technological revolution. ; Outdated laws and problems of
policing violations have resulted in a situation where the technology
is way ahead of the laws. ,«

leith the already widespread of backyard dishes in Taiwan , it
is difficult to prohibit the use of satellite dish equipment either
technically or politically. The popularity and growth in demand for

31

these receivers together with a lack of sound regulations from the
authorities certainly pose a great danger to Taiwan's media
environment. The Fourth channel also involved a lot copyrights
issues. \ (For example, the illegal cable operators routinely ran recent
American movies--sometimes even while they were in Taipei movie
theaters. Under pressure from the US, which is deeply concerned
about foreign cable operators' widespread flouting of broadcast
copyrights, Taiwan was trying to push a cable -TV law through the
legislature by starting a bidding process to set up legal franchises.

(The Taiwanese government issued the legalization statements
of Ku-band satellite operations in November 1988 and C-band
satellite operations in July 1992. After years of delay, the
government finally brought the industry out into the open. Not until
1993 August, did the Taiwanese government pass the ordinances .
that regulate cable television (Cable law) Still, it did not prohibit
governmental and political investment, which made some scholars
worry that it might become another bureaucratic-commercial
alliance resembling three local stations (Chung, 1993):

As noted earlier, scholars in Taiwan view the Star TV
phenomena as offering an opportunity to provide more diversity of
programming for the audience. However, since DBS can cross
national boundaries without the prior consent of the receivers, it
results in the unwanted reception of foreign programming. Peng
(1992) suggested that the Taiwanese government issue a cable law to
manage the programming resource.

Since it is hard for government to prohibit the use of satellite

dishes either technically or politically, some researchers such as

32

Tung—Tai Li and James C., Hsiung have suggested to develop a cable
system on the island to counter the undesirable medium system
already existing (Chen, 1991). The development of a DBS system can
be divided into the construction of the DBS software and hardware.
The regulation of the hardware facility, the DBS transmission and
receiving equipment should fall into the jurisdiction of the
Telecommunication Bureau, while the software of the including the
programming production and planning would be under the television
stations' and the Information Bureau's responsibility. Both are
expected to encounter difficulties judged by the current status of the
television industry in Taiwan.

(2) at 111 T levi i nT hn l Indu Res n

Even though the cost of dishes is dwindling, for the average
Asian household this is still expensive. In Taiwan, a 3 meter dish
capable of picking up the Asia Sat signals costs about $2,500. The
size and the cost makes it more practical to set up community
antenna for a metropolitan market and then distribute the signals by
microwave or coaxial cable rather than installing these in tens of
millions of individuals households.

Cable systems have become the providers of the hardware that
takes the signals into homes. Small cable operations have prevailed
in most cities before Star TV (e.g., the Fourth channel).
Approximately, 300 unlicensed cable stations already serve about
350,000 of Taiwan's four million households (China Post, 1992).]
During the largest crackdown launched by the government, 814,000

pounds of cables were ripped out in a fqur—mouth period. Police

33

sporadically raid the illegal stations, snipping wires and confiscating
equipment, but operations are soon resumed} /Therefore, Taiwan
becomes the first market that Star TV targets because the illegal
cable system is widespread.(

(Nowadays, these smali businessmen have already combined
themselves into three big groups to gain profits and investment in
new technologies after the government regulation.)

According to the updated statistics (Peng, 1992), in Asia,
Taiwan is one of the countries which has the most satellite dishes in
terms of the amount of family. Estimably, each 49 families has one
satellite dish, and totally there are 410,000 dishes in Taiwan. Still,
only ten thousand of them can receive C-band Signals. On average,
41% of TV household can receive Star TV. The monthly household
income of Taiwanese Population TV homes is NT$ 59,300 (US$ 2372)
.The monthly household income of Taiwanese Star TV homes is

NT$63,850 (US$ 2554).

(3) the Peblic resmnse
In a survey conducted by local agencies (Cable & Satellite TV

guide,1993), the growth rate for Star TV market share from 1992
January( 1,000,000) to 1992 June (1,200,000) was 13% and the
growth rate from 1992 June to 1993 January (1.900,000) is 66%. The
number of "Star TV household' increased to 900,000 from
January1992 to January1993. And HunchVision estimated it would
increase to 2,300,000 by the end of 1993, which is increasing 40%
(Figure 3). This survey also reported the penetration of Star TV five
channel (Figure 4). A survey conducted based on 2,090,000 people,

the fieldwork period was one month from December 1992 to January
1993. As Figure 4 demonstrates, the total four weeks penetration of
"Any Star" (1,896,000) is very close to local channels (2,061,000,
2,016000, 1,981,000) and Chinese Channel is the most popular one
among Star TV Channel (1.694,000). Those next to Chinese Channels
are in following order: Sports (1.061,000), MTV (997,000), Star Plus
(928,000) and BBC (655,000). And the other two Japanese channels
are NHK-l (680,000) and NHK-Z (534,000.) In particular, the age of
the majority audience is from 15 to 19, most are students. The next

major age generation is from 20 to 29.

Figure 3: Star TV Households in Taiwan

 

StarTV household in Taiwan
(unit: 1000)

    

l"

 

 

 

 

.0

 

 

94 1

household
Thousands
o m —- U: m m

Jan,l992 Jan,1993
Jun,1992 Nov,1993

month

 

 

 

35

Figure 4: Star TV penetration of Taiwan

 

 

Star TV penetration Of TV

Taipei (unit : 1000)

 

 

 

 

 

 

 

 

Thousands

 

the amount of people

 

 

 

Channels

 

Source: local advertising agencies (Cable & Satellite TV guide, 1993)

. The'effects of Star TV on local programming need to be studied. 7
Using market ratings research, I developed a study of six one-week
periods over three years (the same periods as the content analysis).
This research categorizes programs with the highest ratings into six
types: variety show, game show, soap series, news, films and children
programs. Within each program type, the show(s) with the highest
ratings will be listed (Figure 5-10). For example, a "news" program

received a rating of 35.7 during March of 1991, the following

September the rating was 34.2. In March of 1992 the rating was
34.2, the following September the rating was 33.2. In March of 1993
the rating was 33.5, the following September was 29.8.

Using such a method we can derive the following chart:

Figure 5: Taiwan's highest rating "news" programming over past
three years (1991-1993)

 

 

Fiatin g

 

Mar. 91 Mar. 92 Mar. 93
Sep. 91 Sep. 92 Sep. 93

Month

 

37

Rating are used to determine the profitability of programming
and to set advertising fees. This chart shows a negative tendency!“ It
does not prove that there is a cause and effect relationship between
the introduction of Star TV and the losing ratings of the local stations
Nevertheless, it does demonstrate there is a correlation between
these two variables}

(”These statistics suggest that the net effect of the Star TV
phenomenOn may have been to reduce the viewership of the
domestic stations. I/ The nature of commercial media is profit—driven,
if some kind program makes profit, then there will be more
programs with a similar theme. A program with "lower" rating soon
goes off the air. In order to give a complete picture, the next chapter
is going to study how the existing Taiwanese television industry

responded to the new player in the market.

Resource based on local advertising agency (Figure 5- Figure 10)
Figure 6: Taiwan's highest rating "game show" programming over

past three years (1991-1993)

game show

 

 

 

Mar 91 Mar 92 Mar 93
Sep 91 Sep 92 Sep 93
month

 

 

 

Figure 7 : Taiwan's highest rating "children" programming over past
three years (1991-1993)

 

I children I
30

§°lIIFT
lllill

Mar 91 Mar 92 Mar 93
Sep 91 Sep 92 Sep 93
month

 

    
 

 

 

 

 

 

 

Figure 8: Taiwan's highest rating "soap" programming over past three
years (1991-1993)
30

£ 20

E10 i l

 

 

4G

 

0
Mar 91 Mar 92 Mar 93
Sep 91 Sep 92 Sep 93
month

 

 

 

Figure 9: Taiwan's highest rating "variety" programming over past

three years (1991-1993)

 

 

fi

 

Mar 91 Mar 92 Mar 93
Sep 91 Sep 92 Sep 93
month

 

 

 

Figure 10: Taiwan's highest rating "film" programming over past

three years (1 991-1993)

 

 

  

3O

   
 

”Hill“
”IIIIII

Mar 91 Mar 92 Mar 93
Sep 91 Sep 92 Sep 93
month

 

O

 

 

 

CHAPTER FIVE: Content Analysis

Methodology
In order to examine how local TV changed its programming to

compete with Star TV, a content analysis is employed here. By
providing more content, local TV may be responding to the new

competition with Star TV.

Emil—iris
There are three local stations in Taiwan. All of them are

analyzed during a 3-year period. The sample periods are one week
periods in March and September from 1991 to 1993. In Taiwan, it is
normal to use March as a sample month due to the fact that January
and February often have a lot of special holiday programs. Since
this research is conducted at six-month intervals, September was
naturally chosen as the second testing period. 3150 programs in six
one- week periods (over three years) were categorized.

The researcher and another female graduate student, who is
also from Taiwan and whose major is sociology, served as coders.
The second coder has blind to the research hypotheses. The coders
independently categorized each program based on the Coding system

 

which Straubhaar (1992) developed and used in 16 countries,
including Taiwan (see Appendix). The system classifies each

 

program into two directories based on TV program schedules;

41

“wt 4,».

(,1..__,-

(1) the nation of originh(7 categories; e.g., Taiwan, Hong Kong, US),

p-.
uwunmdfl-I"’-

t
and (Z‘ffliéprogramgenres/types (24 categories; e.g., news, sports,
music).HAfter classifying the number of programs from local TV, and
filling each of the 168 categories, the number of programs in each
categories was multiplied by the length of the program (minutes)
and then divided by 60 minutes to derive an index of quantity of
programming (hours) in each category. By comparing each
distribution and the proportion of total programming hours of every
category in each year, we can know what kind of programs they
offer and whether proportions are different over the time period
tested. Moreover, the research also distinguished prime time from
the total broadcast day. This permits a rough measure of what
programming was relatively more popular because it is relatively
‘safe assumption that more popular programming tends to be
concentrated in that period of time when the most people are
watching. There is no authorized definitions for Taiwanese prime
time. I consulted local industry and scholars, who agreed that prime
time is between 7 and 10 p.m. (Ku, 1993; Shien 1993)2.

One week's programs from January 1 1 to January 17 1993 were
chosen as a pre-test sample. Pretest intercoder reliability3 for the
(1) the nafionofongin was 0.91 and (2) the program types was 0.87
During the actual analysis, inter-coder reliability for (1) the nation of
origin was 0.92 and (2) the program types was 0.88.

Date analysis
After getting the distribution of each country category over

time, I combined Hong Kong and Japan into a regional category, and

42

the ”US. and International into a western category. Prior to analyzing
hypotheses about specific content (categories), I will analyze changes

in the total amount of programming over time.

(1) W

Figure 1 1 displays the average weekly total telecast time in
hours for domestic, regional and western programming shown on the
three local stations over three years. The average weekly telecast
time for domestic production increases 4.12 hours from 1992 to
1993. The average weekly telecast time for regional production
increases 1.60 hours from 1992 to 1993 and increases 5.60 hours
from 1992 to 1993 for western production. Although the percentage
of the imported programming remained consistent at about 20% in
Taiwan in the 905, the amount of programming in all three categories

increased over time (Figure 1 1).

Figure 1 1: The average weekly telecast time (hours) and the
percentage of the programming produced by national, regional and
western in the local networks(1991-1993).

 

 

 

 

 

 

 

 

 

 

Year domestic(%) Regional(%) Western(%)
1991 281.5 (80.76) 4.41 (1.27) 62.67 (17.98)
1992 276.4 (81.17) 4.41 (1.30) 58.2 (17.17)
1993 303.9 (81.14) 6 (1.60) 63.8 (17.26)

43

All TV stations in Taiwan rely on advertising revenues to run
the stations (Chen, 1992). Although in 1985, due to economic
depression, the advertising revenue of the three networks presented
was for the first time negative (-1.48%), generally the advertising
volumes of Taiwan increased rapidly in terms of the economic
growth and a large quantity of import production in the late 19805
(Advertising, 1988). ‘Despite the fact that the three commercial TV
stations faced competition from many new media such as dishes,
VCR, and illegal cable TV, the advertising revenue of the three
networks still increased. Due to the need of the large advertising
market, the weekly average hours of programming increased from
174 hours up to 318.3 hours in 1989 (Figure 1 1.1). The number
increased gradually. Contrary to the trend, the number fell in 1992,
but increased sharply again in 1993 (Figure 12.2).

Figure 1 1.1 The average weekly telecast time of total three local
networks (1980-1993)

Year Total (hours)
1980 174.8
1981 171.5
1982 174.7
1983 174
1984 185.1
1985 223.4
1986 231
1987 251
1988 282.6
1989 318.3
1990 336.2
1991 348.6
1992 339
1993 373.7

Source: Calculated from Television YearBook of the Republic of China
1 980- 1 993

45

Figure 1 1.2: The average weekly telecast time for total three
networks

The average weekly telecast time
total three networks

400 )

350

)W I Data A

8 300
>~
250 TX

I I
year86 year88 year90 year92
year87 year89 year91 year 93

year

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Source: Calculated from Television YearBook of the Republic of China
1 980- 1 993

One explanation for this pattern during 1991-1993 is that the
telecast time increased again in 1993 only because it responded back
to a historical trend. The other explanation for this change is that
local stations increased their programming gradually and since Star
TV telecast its five channels around November 1991, local stations
increased more telecast time in response from 1992 to 1993.

Eln fact, the change may reflect changes in response to Star TV
over time); During the coding, the researcher observed that the local
stations increased their programming during the sample month
(September 1991). The format of this month was very similar to
those of March 1993 and September 1993. During 1991, Star TV

46

already had announced that it would have five channels on air so the
local stations might have wanted to adjust themselves before the
advent of Star TV. Since the Star TV didn't have the strong
penetration in the first year, local stations cut some morning
programming time whose rating and advertising revenue was
apparently low and went back to the old format in 1990.
Unexpectedly, the penetration of Star increased from 1,200,000
in June 1992 to 1,900,000 in January 1993.2'insing rating and
advertising revenues, local stations apparentl\y increased more
telecast time and like Sheng-Wen Lee, a spokesperson for TI'V
station, said that local stations extended to about 24 hours a day and
improved the programming which Star TV can't offer, such as, local

news programming (Commonweelm, 1992). .

(2) Programming in Smeific Content Areas
Results from the trend of the programming in each area are

listed in Tables 1-3. Prime time programming is listed in Table 4.

47

Table 1: local programming produced by national (Taiwan) sources
from 1991 to 1993 ( two week period )

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

programming 1991(%) 1992 (%) 1993(96)
cultural 20.75(2.98) 30.75(4.5 1) 25.33(33 8)
documentary 65.5(9.39) 6 1.92(9.13L 87.58(1 1.69)
overnment 9.30.34) 9.3(1.38) 6.5@.88)
‘ggiious 10.17(1.46) 11.33(1.67) 15.67(2.09)
adult education 5.83(0.84) S.75(0.84) 13.33L1.78L
s rts 10.66(1.52) 7.83(1.16) 10.08(1.35)
comedy 11.5(1.65) 9.67(1.42) 7.5(1.00)
traditional music 0 0 0.5(0.06)
classical music 4.83(O.69) 4(O.59) 6(0.80)

p music 11.33L1.63) 15.75(2.32) 12920.72)
discussion 1 1.1(1.5D 9.330.38) 12.92(1.72)
news 151.33(21.70) 155.75(22.90) 159.1(21.24)
game show 22.56.23) 18.75(2.77) 18.17(2.43)
variety 61.66(8.84L 62.42(9.19) 81.66(10.9)
evening soaps 46.67(6.70) 37(5.46) 42.5(5.67)
daytime soaps 38(S.4S) 41.16(6.07) 42.5(5.67)
child education 0 0 0
c-entertainment 21.91(3.23) 25.58(3.37) 20.83(2.78)
cartoons 0 0 0
historical drama 22.67(3.25) 0(0) 1(0.13)
drama series 18(2.58) 33.67(4.96) 25.33(3.38)
action series 3( 0.43) 2(0.29) 3(0.40)
movies 16.33( 2.34) 11.17(2.02) 15.33Q.04)

 

 

Listed in Table 1, local stations made domestic programs
across lots of categories. There are a few medium size categories and
a lot of small proportion categories. The largest categories among the
proportion of local programming mm by national (Taiwan)
sources from 1991 to 1993 are documentary, variety shows, and
movie programming. The increasing categories among the proportion
of local programming produced by national (Taiwan) sources from
1991 to 1993 are religious, adult education, and variety show

programming.

Table 2 : local programming purchased from regional (98% Hong
Kong +2%Japan) sources from 1991 to 1993 (two week period)

 

 

 

 

 

 

 

 

programming 1991 (%) 1992 (%) 1993 (%)
types

drama series 6 (0.56) 1(0.15) 7(0.93)
movies 4.83( 0.7) 7.83(0.16) 5(0.68)

 

Shown in Table 2 , the data showed that the local stations
purchased programming from regional sources from 91 to 93 only of
two kinds: movies and drama series programming. Both are small
sized proportion categories.

Table 3: Local programming purchased from western (95% American

+5% British) sources from 1991 to 1993 (two week period)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

rogramming 1991(%) 1992(%) 1993(%)
cultural 0 1(0.15) 0
documentary 5(0.64) 2.5(0.38) 1.5(0.18)
government 0 0 0
religious 0.5(0.07) 0.5(0.07) 0
adult education 1(0.56) 0 0
s orts 27.25(3.9L 22586.33) 16.25(2.17)
comedy 0 0 0
traditional music 0 0 0
classical music 0 0.5(0.07) 0

p music 0.5(0.07) 1.83(0.27) 2.5(0.33L
discussion 0 0 0
news 3.92(0.56) 1.67(0.25) 10.5(1.40)
_ga_me show 0 0 O
variety 1 (0.14) 1(0.15) O
evening soaps 0 0 0
daytime soaps 0 0 0
child education 0 0 0
c- entertainment 0.5(0.07) 0.5(0.27) O
cartoons 31.42(4.94) 24(354) 25.59(3.42)
movies 10( 1.43) 24,508.61) 38.33(5.12)
__drama series 32(4.59) 32.3(4.97) 24.75(3.30)
action series 10(1.43) 3.5(0.51) 10( 1.34)

 

 

Displayed in Table 3, the distribution of half of the categories
are 0 and the rest of the categories are small size categories. The
increasing categories among the proportion of local programming
purchased from western sources from 91 to 93 are movies and pop
music and the decreasing categories among the proportion of local
programming purchased from western sources from 91 to 93 are

documentary and sports programming.

51

Table 4: Prime time local programming from 1991 to 1993 ( two

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

week period)

national 1991(%) 1992 (%) 1993 (%)
production

movies 5.5(4.17) 3.33(2.79) 9(7.52)
action series 0 2(1.67) 0

drama series S.17(4.02) 8(6.69) 533(4.46)
historical drama 8.17(6.63) 0 0

series

cartoons 0 0.5(0.42) 0
evening soaps 32.5(2639) 3005.73) 32(26.74)
variety 1300.55) 1805.24) 153302.84)
_game show 2(2.84) 1.50.25) 3.5(2.92)
discussion 3.5(2.84) 1.50.25) 3.5(2.92)
news 27(22. 19) 27(22.56) 29.33(24.5 1)
comedy 10(4.06) 4.17(3.48) 2.5(2.09)
_sports 0 0 0.5(0.42)
gocumentary 11(8.93) 11(9.19) 11.5(9.61)
cultural 3.5(2.84) 4(3.34) 3.660.67)
Regional 1991 (%) 1992 (%) 1993 (%)
Mction

movies 0 0.83(0. 67) 0

drama series 2.5(3.25) 0 20.67)

 

 

 

 

 

52

 

 

 

 

 

 

 

 

 

 

western

1991(%) 1992(%) 1993(%)
production
movies 0 0.83(0.67) 0
dramas 4(3.25) 2.5(2.09) 2.5(2.09)

 

As previously mentioned, it is worth looking at the proportion
of prime time programming because prime time has proven to be a
strong indicator of audience demand and preference. We can see
that the local production is predominated in this part. As Table 4
shows, there are 14 kinds of programming from national sources, and
most of them are medium size categories. The largest size categories
are evening soaps, variety shows, news and documentary
programming. The increasing categories among the proportion of
prime time programming produced by national sources from 91 to
93 are news and documentary programming. The data only appears
in two regional categories and western categories. They are drama

series and movies categories; both are small size categories.

(3) Research Hymthegjms
In order to test H#1(whetherfllocal stations purchase more

western programming - in the categories of news, sports, pop music,

 

.3935}: cagg92§19wserie§emovies and discussion Overtime: thesis
fi programming similarto Star TV‘s English Channels), I combined
the above programming categories into a most affected categories -~
( i.e., western news, sports, etc. ) the rest of the programming

categories into aanything else categories ( i.e., other western

program types, plus allregional and national programming). First ,

53

conducted a 3*2 chi-square test to assess whether differences exist
between these two categories over 3 years (Table 5). Second, I
conducted another 3*3 chi-square test to assess whether difference
exist in the most affected content categories (i.e., news, sports, etc.)
among national, regional and western production over 3 years (Table
6).

Table 5: Contingency table for a 2*3 Chi-square

 

progamming types 1 99 1 1 992 1 993

most affected categories 59.5 55.2 64
anything else categories 289.5 284 310

chi-square =0.10, d.f.=2; not significant ( For year 91-93)
* Frequencies reflect the average hours per week

Table 6: Contingency table for a 3*3 Chi-square

 

country of origin 1991 1992 1993
national 164.5 156.8 162.30
regional 4.40 4.40 6.00
western 59.5 55.2 64

Chi-square=0.5 8, d.f.=4, not significant (For year 91-93)
*Frequencies reflect the average hours per week of minutes for the
most affected programming

which are based on H#1 like Star TV's English Channel

The data shows that the difference between the most affected
categories and the anything else categories is not significant (Table
5). Besides, Table 6 shows that differences in the most affected
categories among national, regional and western production over 3

years also is not significant. Thus, hypothesis#1 is. not supported.

 

To tesfiiwhether local stations increase regional and ‘
nationa programming in the categories of pop music, variety shows
soaps, drama series, movies and discussion over time; those are

my!- June-m"
-""-‘ "" he. a..-

programming similar to Star TV's Chinese channel), I combined the
.awb‘o-vfiewprogramming categories into a most affected categories
and the rest of the programming categories into a anything else
categories (i.e., other regional and national program types, plus all
western programming). First, I conducted a 3*2 chi-square test to
assess whether differences exist between these two categories over 3
years (Table 7). Second, I conducted another 3*3 chi-square test to
assess whether difference exist on the most affected categories
among national, regional and western production over 3 years (Table

8).

Table 7: Contingency table for a 2*3 Chi-square

 

programming types yearl yearZ year3

most affected categories 1 13.3 106.0 162.30
anything else categories 238.5 233.2 256.4

chi-square =0.13, d.f.=2; not significant (For year 91-93)
* Frequencies reflect the average hours per week

55

Table 8: Contingency table for a 3*3 Chi-square

 

country of origin 1 991 1 992 1 993
national 108.8 101.6 1 1 2. 1
regional 4.4 4.4 6.0
western 26.8 3 1.6 37.8

Chi-square= 1.4, d.f.=4; not significant (For Year 91-93)
*Frequencies reflect the average hours per week for the most
affected programming

which are based on H#2 like Star TV's Chinese channel

The data shows that the difference between the most affected
categories and less affected categories is not significant (Table 7).
Furthermore, Table 8 show that the difference that exists in the most
affected content categories among national, regional and western
production over 3 years is also not significant. Thus, $52.15“??an
supported.

 

To test(H\#‘3n(whether local stations increase netienal

programming in tne‘eaie‘gones "news,- religIOus, cultural, sports.

Foggy“, documentary and child entertainment over time; those are

 

programs similarwtg traditional Taiwanese interests), I combined the

 

above programming categories into a most affected categories
and the rest of the programming categories into a anything else
categories (other types of national programming, plus all western
and regional programs). First, I conducted a 3*2 chi-square test to

assess whether differences exist between these two categories over 3

years (Table 9). Second, I conducted another 3*3 chi-square test to
assess whether difference exist on the most affected content
categories among national, regional and western production over 3
years (Table 10).

Table 9: Contingency table for a 2*3 Chi-square

 

progamming types 1991 1992 1993
most affected categories 156.10 160.8 172.8
anything else categories 192.9 178.4 201.8

chi-square =0.5, d.f.=2; not significant (For year 91-93)
*Frequencies reflect the average hours per week

Table 10: Contingency table for a 3*3 Chi-square

 

country of origin 1 991 1992 1993
national 156. 10 160.8 172.8
western 1 7 14.4 14.0

* note: programming produced by regional production on these
categories is 0 minute.

Chi-square=0.65, d.f.=2, not significant (For year 91—93)

* Frequencies reflect the average hours per week for the most
affected programming

which are based on H#3 like traditional Taiwanese interest.

The data shows that the difference between the most affected
categories and the less affected categories is not significant (Table 9).
Besides, Table 10 show that the difference that exists in the most
effected categories between national and western production over 3
years is not significant. Wsnot supportedanx

In general, there is no major finding for three hypotheses
during general telecast time. Using the same procedures, I did a
parallel study on prime time4. However, the major finding for prime

time is also no difference over time5.

Endnotes

1. Based on Taiwanese TV Guide in September 1993, there are only
17 programming categories. Seven of American categories do not
showed in Taiwanese categories are: action series, historical series,
classical music, pop music,children education, game show and
comedy. Taiwanese local stations put action series and historical
series into a drama series categories, classical music and pop music
into a music categories, children education into a children categories,
game show and comedy variety into a variety show category. There
is a cultural difference between Taiwan and America in the
definition of comedy . In America, comedy includes sitcoms and
comedy variety. In this thesis, .the researcher put comedy variety
into a comedy category. Because almost 90% sitcoms came from
western source and were broadcast once a week like a drama series,
the researcher put sitcoms into a drama series category.

2. interpersonal communication.

3. According to Cohen(1984), inter-coder reliability is computed by
the formular: Kappa=(p'-pc)/ (l-pc)

where p'=the. observed percentage agreement among coders and pc is
the proportion of chance agreement (pc=1/ k, where k-the number of
categories in the coding scheme.

4. The research did the same analysis as are shown in TablesS-10
for prime time, and that all of the chi-squares were not significant.

5. More research should be provided. One possible explanation for
this result might be that severe competition still exists among three
local homogeneous- commercial stations. Therefore, local stations did
not change the structure of prime -time programming significantly to
compete with Star TV.

59

CHAPTER SIX: CONCLUSION

-.__....._.-.___. D i n l i n
/,_,,.

LMedia imperialism assumed that there is a strong programming
dependency relationship between developed and developing
countries. Under this unbalanced media flow from western
countries, the domestic systems were assumed to respond to
international competition by introducing more "western"
programming. In the 19908, DES and cable are always assumed to be
the vehicles of western programming byLelectrong colonialism f
scholars Because the role of television in. the -global’arena of cultural .
dominatignhas been reinforcedby. these new delivery systems. _ w

In %in order to attract the greatest majority of the Chinese—
speaking audience, Star TV offers a Chinese channel as well as
English channels. The Chinese Channel of Star TV and local stations
attract the same audience and chase thesame advertising dollars. ..

Closing revenues on top of losing ratings makes the problem of Star
TV even more serious for the local station. This creates a more
heated national media competition. ThisChinese channel makes the

\phenomenon of Star TV more complicated than béfore and suggests

\that’agmple theory of media imperialism cannot explain the Taiwan

case. This thesis examines if media imperialism can now explain the

\Taiwan/ese experience, and studies how local Taiwanese stations react

to this challenge. Three hypotheses deal with the origins of local

TV‘s programming: national, regional and western. Based on the

cultural imperialism point of view, the local station will import fl ____
more programs which are similar to Star TV's English Channels (H#1).
Instead of importing much more western program, local stations
might search for cultural proximity by choosing two options. One is
to purchase regional programming and produce national
programming which 91391111131" to the most popular Channel in Star
TV-Chinese Channel (H#2). The other is producing more national
programming which is unique to Taiwanese and dissimilar to Star' 5
regional channel (H#3). By using a content analysis, the paper
investigated what stepsflhave been taken by local TV in order to
hinder competition from Star TV on general and prime time. x

The data provided evidence that local stations have increased
their total programming time in 1993. The major finding for general
telecast time is that the increasing categories are religious programs,
variety shows and movies (national sources), pop music and movies
(western sources)1.;' "The main genres are local documentary, news
and variety shows. The major finding for prime telecast time is that
the increasing categories is national news programmingz. The main
genres are local news, soaps and variety shows.‘

. As mentioned earlier, there are two possible reasons that might
have contributed to the phenomenon of the increasing programming.
One is the historical effect and the other is the introduction of Star
TV which has led local stations to increase their programming in

"my.”

1993. However, we should also consider the programming format

since the programming format is also play an important variable to
this programmmg trend. There are two possible factors that local

61

stations might take into account when they increase their ‘
programming higher rating demand and lower production cost
(Straubhaar, 1991). Western pop music and western movies are the
best examples for this assumption simply because they are popular
and their production cost already be covered by their producing
company.

Examining the Taiwanese TV‘s programming schedule, in order
to fill up those marginally profitable hours in the morning and
afternoon or in some late night extra hours, local stations broadcast
some rerun programs, such as religious programs (lower cost),
documentary, soaps and variety shows. 'B'ince the national
production is already a dominated resourCe, local stations may
import some cheaper western programming to provide an alternative
for the audience. J As the TV' 5 programming schedules revealed,
local stations filled up these imported programming mostly on
marginally profitable hours in the morning and afternoon or in some
late night extra hours. Thus, Taiwanese stations may increasingly
import western programming, however, they are only used to fill
’ new, relatively less -watched hours of the broadcast day. This use
and function of imported programming is also found in Brazil /
(Straubhaar,1984). Brazilian TV programmers apparently use
imports as filler materialm when the audience did not support the
cost of a Brazilian production. The same practice may occur in the
Taiwanese case.

Taiwan's economic prosperity and industrial growth have
generated the requisite social-economic conditions for progressive

change: As the social-economic conditions rapidly improved through

out the 19705, Taiwanese generated strong demand for political
reform. These factors plus the general affluence of the citizens, the
rising educational level, and broader exposure to mass media have
helped to set the stage for political reforms since the early 19705.
In order to keep up with the fast changing path of the society,
national daily news has become the most effective channel for
Taiwanese to follow the path of the progress. TherefordEEs
Wg has become the most dominating and increasing
categories in Taiwanese in prime time.) Besides, more documentary
programming was being produced not only to lower production‘c‘ofist
but also because a plural society needs to be presented on TV owing
to the growing complexity of social stratification and diversification
of interests.

'* K to three hypotheses, unexpectedly, the major finding is no
difference over time in total programming nor in prime time: Since
the programming format in 1993 is similar to that in 1991fit is
weak for the researcher to conclude that the local stations have
implemented a "big" change in terms of programming structure for
general telecast time. Much more discussion is provided in next

section.

The limitations ef mis study Que future reseagch
With findings summarized and interpreted as mentioned
above, a few limitations of the study must be acknowledged. First of
all, it is difficult for the researcher to draw causal conclusions about
the impact of Star TV based on only a limited result of local TV

J

The best way to do this research may be in

station programming. I

63

investigating the degree of program similarity between Taiwanese
local stations and Star TV, particularly in connection with programs
and formats. In this research, however, all the coding processes are
based on TV guide's programming schedule. Even though the coders
are familiar with Taiwan's programming, sometimes it is still hard to
identify the nature of the origin of the foreign programming without
the video presentation, not to mention that Star TV has more than 10
countries' programming resources. Hence, they are difficult to
conduct a parallel research in depth and code all the Star TV's video
presentations simply because they are expensive and time-
consuming. '

[Also there is a limitation about the researcher being one of the
coders, since the researcher could influence the result of the coding. \
For example, there is a cultural difference between Taiwan and "
America in the definition of comedy. In America, comedy includes
sitcoms and comedy variety. The other coder didn't know how to
categorize two programs during the pre-test time. After discussed
with the researcher and consulting a local scholar, the auther put
comedy variety into a comedy category in the actual analysis.
Because almost 90% of sitcoms came from western sources and were
broadcast once a week like a drama series, the researcher put
sitcoms into a drama series category}, One suggestion for future
research in this field is that researchers should take cultural
difference into consideration when defining coding categories,
otherwise, researchers may define categories arbitority, and bias the

coding result. .

Apart from the limitation of the coding procedurEhere are

three possible reasons why there is no difference over 3 years for

local Taiwanese TV‘s programming content} Théfirstone is that
Ee’veregompetition still exists among three’JlocaI homogeneous
commercial stations. In the short term, the competition among one
another is more serious than the competition with Star TV\ The
(seconcyone is that the television industry in Taiwan is private but
under strong interference from the government. Government control
may make change difficult. ? The third one is that local stations may
be focusing on some dominating genres instead of on overall
categories when they respond to Star TV. ”l
All Taiwanese TV stations rely on advertising revenues to run
the stations. The keen competition created highly homogeneous
programming: If some kind program makes profit, then there will be
more programs with a similar theme. In fact, the audience does not
really have many choice over thei'l'" types" of programs but only
different versions at different scheduled times to choose during this
broadcast period. One possible reason why the change of local
stations is limited is that severe competition still exists among three
local homogeneous commercial stations, since their prime time
programming (news and soaps) still own the biggest market shares
and have the major advertising revenues. In the short term, the
competition among one another is more serious than the competition
with Star TV. Thus, local stations did not engage in major change on
the structure of programming. long term research might focus on
the difference among three local stations and further investigate the

impact of Taiwanese TV on the indigenous audience.

In the Taiwanese case, 1X33.fibureja‘ucratic‘commerdal
alliance (Chen, 1992f The TV industry may be changed only after
theistructure of the social environment has been changed; it is
unable to change by itself.“ This implies another explanation why this
research did not find any significant result. Because Star TV is only
one of the external factors to change Taiwanese society, local stations
just made minor change on some categories and reacted with a
similar pattern like 1991) Speaking in a strict sense, TV in Taiwan is
still the most conservatiVe medium. Taiwanese media is driven by
competition for money; Hocal stations did not change their structure
greatly after the introduction of Star TV since they still own the ’ ’
largest market share: In addition, ownership of television is
restricted to the three television companies designated by the
government. local TV stations have so many structural problems
that need to be changed. For example, the standards of contents and
the distribution of time of programs is stipulated by the G10 ( the
government Information Office of the Executive Yuan), and the
amount of imported programming is still regulated to facilitate the
development of local production. These very problems make change
difficult. fin order to provide a whole picture, future research might
reconsider the ideological representations behind Taiwanese culture
industryfl‘A contextual analysis which examines the TV industry
with the external factors (political, economic, social and cultural
factors) and the internal factors (ownership, organization,
programming, and policy) within the historical context is needed. 7
(Chen, 1992).

._/

The Satellite television is one example of presumably beneficial
outcomes of competition for common and loyal audiences. Because of
the popularity of Star TV's Chinese Channel in Taiwan, there already
have been businessmen who were started to invest in another
private network in order to try to compete with Star TV
programming by offering another Chinese Entertainment channel. It
also indicates that the local audience has already started to change
its viewing patterns (China Times, 1993) and simply suggested that
local stations will face a more heated competition in the futurel’rfiA
long term study to look at the interaction among another private
network, Star TV and local stations might be interesting in the
futureh

[From 1991-1993, there was a significant increase in national
news programming during prime time. This may mean that local
stations reinforced some programs that Star TV can not offer} It
implies that local stations may only use a limited strategy by
focusing on some dominating genres instead of on overall categories.
Thus, we should do research on more specific categories in the
future. Aside from sampling from the program schedule, we should
consult more local scholars and broadcast exporters to choose those
categories.

y [ During the broadcasting time, the majority programming of
local stations is produced by local production. Instead of importing
more western programming, contrary to cultural imperialism view,
local stations continued to produce a large amount of national
programming in general and prime time during all three yearszhe
data for general and prime time did not reveal that local stations use

67

any particular strategy like this research assumed. However, the
causal relationship between Star TV and local stations is still worth
studying in terms of the change of the whole structure of telecast
time and programming formats since we can still study some
interesting programming trends.

Wiggmost Chinese television programs in South-East
Asia were produced in Taiwan. However, after 1975 and especially
in the mid 1980's, a dramatic shift happened within Hong Kong-TV
programs and video tapes because by using technically advanced
special effects and equipment, Hong Kong has produced better
quality programs (Chang, 1991). Taiwanese government has been
applied pressure against Hong Kong programming because of political
reason—Hong Kong will be return to Mainland China in 1997 (lee,

r 19B; Chen, 1992). Still, Hong Kong drama series are one of the "’
favorite video tapes in Taiwanese video market (Wu, 1986). Not
only the series but also the Hong Kong actors became popular in
Taiwan. Therefore, many Hong Kong actors came to Taiwan for
entertainment business (Wu, ibid.). Recently, the local stations'
programming package became more similar to Hong Kong's
programming because the directors, main actors and production
teams are mostly from Hong Kong. After the introduction of Star TV,
this phenomenon become more popular (Chme Times, 1993).;lt
implies a competition between regional programming and natEfial
programminJ Moreover, Star TV started to offera Japanese series
in July 1993, geographical proximity as well as the historical
relationship between Taiwan and Japan, which also brings a new

variable to this battle. lifhus, long-term prime time research
/ a

regarding the audience preference is needed. In order to provide a
whole picture, the independent variables such as class (both
economic and educational), sex and age should also be considered.

There are threexconditions tha; may be met before future
researcher can formally demonstrate cause and effect between Star
TV and local stations: correlation, time order and no spurious
variable. A limitation in analyzing the growth of Star TV is that the
cable system operates wholly unorganized in Taiwan; therefore,
audience ratings and statistics about the number of cable operators
are available only from market research agencies. Even though the
researcher tried to draw the correlation between the introduction of
Star TV and the lower ratings of the local stations by using the
second hand data (Chapter 4). We still need more specific genres
rating on both Star TV and local stations to draw the correlation.

Regarding to time order, lye should not overlook one possibility
that local stations also might have effect on Star TV and vice versa.
For example, local stations reinforce news programming that Star TV
cannot offer. Star TV also add Japanese drama series that local
stations cannot offer3. Thus, a long term research is needed because
a three- year period may be not long enough to see a change.

Next, we should not find a reasonable alternative explanation
for the association we observed. For example, local stations
increased programming time in 1991. Contrary to the trend, the
number fell in 1992, and then increased sharply again in 1993
(figure 12.2). One explanation for this pattern is that the telecast
time increased again in 1993 only because it responded back to a
historical trend (other spurious variable). The other explanation for

this change is that local stations increased their programming
gradually and because, in 1991, Star TV already had announced that
it would have five channels on air so the local stations might have
wanted to adjust themselves before the advent of Star TV. Since the
Star TV didn't have the strong penetration in the first year, local
stations cut some morning programming time and went back to the
old format in 1990. Without a long time series, it is impossible to
rule out the possibility that the apparent occurrence might due to
local stations' historical trend. Therefore, in order to achieve internal
validity and make sure that there is no spurious variable to influence

the occurrence, more research is needed.

/

\
Aside from problems in drawing causal inference, how the

 

audience VIEW\S Star TV should be take into consideration Much of
the resources from newspapers and magazines just provide a
superficial report about audience reaction. Audience characteristics
and the psychological perspective have hardly been investigated.
Hence, it is hard to know the usage of Star TV in Taiwan. Related to
this, other research should attempt to collect much more data about
the audiences' common value and psychological reasoning?

Finally, while the present study is primarily interested in the
impact of Star TV, it should be equally interesting to investigate the
impact of Taiwanese TV on the indigenous audience. This kind of
study could provide a picture of the internal interaction of media and

audience factors.

Endnotes
1. The chi-square of all this categories are all significant at p<0.05

2. The chi-square of all this categories are all significant at p<0.0S

3. In 1895, Taiwan was ceded to Japan as one of the spoils of the
Sino-Japanese War. For almost fifty years (till 1945), Taiwan
remained part of Japan. With a history of Japanese domination, the
Japanese influence was extensive.

71

APPENDIX I
DEFINITION OF CATEGORIES

APPENDIX I: Definition of categories

a. National-made in Taiwan

b. Hong Kong- made in Hong Kong
c. J apan-made in Japan

d. Regional-Asia, other than above
e. US.-made in America

f. International-other than above
g. other

1. movies- film or motion picture. Theme or plot is completed in one
programs (sometimes, follow-ups are produced), length of which is
usually 90 minutes or more. Originally produced to be shown in
theater (theater movie). But some are produced originally for TV
(TV movie).

series: a television serial in which the major characters are usually
the same but other characters are replaced each time. Each episode
has a independent plot which is usually completed in one (sometimes
in two, but hardly in three) program. Series included both action
oriented series such as police serious and dramatic series (e.g., rural
family series), it usually runs 8-9 month duration.

2. action series
3. drama series

4. historical drama series: a drama program in which the basic plot is
based on real historical record but for dramatic interest some
fictional characters and stories are add.

children: a program, the target audience of which is mainly children
(up to six grade) usually almost all cartoons, some game showed
some movie and some series (sometimes soap Opera type) for
children to this category. Children programs usually hold educational
contents, but unless a children program is formal (lecture or
demonstrate type) educational type, it will be considered as children
entertainment program.

5. cartoons

6. other child entertainment

7. children education program of which, as in formal school lectures,
the delivery of educational content for children instead of
entertainment is the major purpose.

8. miniseries: a television serious of short duration that threats a
single, complete theme or plot in a predetermined number of
episodes (usually less than 10-15 episodes)

soap opera: a television serial dealing especially with domestic
situations and frequently characterized by melodrama and
sentimentality. It is composed of usually more than 50 episodes and
plots extends long period of time. It is into weekday soap opera
which usually runs 5 days a week for usually 60 minutes and
weekends soap (twice a week) during weekend.

9. daytime soap

10. week evening soap

1 1. weekend soap

12. variety: a program which is composed of a variety of contents
such as comedy, song, magic, sometime gossips mamly for
entertainment purpose.

13. game show: program in which the participants compete with.
14. news: every kind of news programming

15. discussion: discussion programs which are dealing with both
political, public affairs and general matters. Talk shows and
interviews are included.

music- music shows and MTV type program

16. pop music

17. classical music

18. traditional music

19. comedy- A program the main purpose of which aims to make
audience laugh by some ironic or funny plot. comedy mainly includes

73

comedy show and comedy variety (when comedy composes a major
portion of the show)

20. sports: a program which telecasts major sport events. Sport news
which is a portion of regular news is news. However, a separate
sports news, documentary, non-fiction sport drama are sports.

21. secondary/ elderly education: a program the main focus of which
is providing alternative school education (formal lecture type
programs : direct education programs) or valuable information (for
example, health, leisure activities: indirect education program) for
adult social member.

22. religious

23. government / election: a program which directly telecasts the
presidential address, government announcement, military
announcement, or major government events or ceremony, political
meeting, election, etc.

24. documentary/ information: include travel history and nature.
a nonfiction program on single topic in which images and
commentary and music are combined. It is usually produced for
general audience.

25. cultural program: a TV program which deals with classical
genres of arts such as, ballet, painting and sculpture, arthiture, and
traditional culture exploration, etc. cultural program includes
documentary.

26. adult program

27. other

74

APPENDIX II
ONE WEEK SCHEDULES FOR LOCAL STATIONS

APPENDD( 11: One Week Schedules for local Stations (March 7 to 13,

1993)

TV Today}:

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80:10 WWI-M
(Earl-h)

22:30 11th

23:30 ManduinOm-Actflly

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com ummm)

01m RmnkMudc‘jj

moo Soddidticafionm _j
CTVCI'IANNEI. '

Han - -
11m 1' famVM '
11.30 CulturalSwll‘

12m C‘I'VWNM
Sunday

~1101110 Dian-Sula:

- :owo
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16:” mam 1 ”fl“ 121m.C‘l‘ShloSniigmNew!.zt
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05:10 Cool 1‘. ' " 5"” 17:00 Children's?“ 7“" " ' )
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MM? IWTmDranuSu-lq' _ MOI-0mm
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with gay» 3. “ Show) ,3 g 1910005 ’ MN
10100 magnum. 1900 CW World 19.30 Vuiatyfl'tow
10:3) Mocha/gum 20100 Manda-lam 1.. 1m MandarlnDnnaSarla:
woodman . _ .ggwmmmr -‘mmumm
Pomgt' Fflmm " " hogan 3 - Social ucahon
‘OpcntionSnila'. 7 7 21:!) C‘I‘V’aDnnu’Worbhop': I“ 21:03 'Intumtiomll’uapacdvo
Kong , W . -.. 'I'haPurkaoli .31.-21.30 MandarinDranaSa-laa
11:15 Tl'V aiwarnaaNm ~ .Q- 1” CWNightlim m 22:00 Uqu‘aSuy .'
Mthlaporton ,. 1.11” Wendi-3w e'JI 23100 Cl'ShuNiguNam
madam) 1 ‘l’uaday.flamh9, 1000 M mm.
1200 "‘1?" ”'1’ _: um Nathaniel-lam .
flumvmflww) . 10051191111111.5111 ~ ,
02:30 mmp_
13:00 waamDranaSari- - :3 . CTSCHANNEI. )1
1&3) Taiwanhovlndalm .77 .1? ~--' '
13:40 Norman-5 % Mmmfirf”
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14.30 TI'VSponI ' ‘ HMO Emil-13W
10:00 Childm’shoganmwrh M m
,uas mam. . 1, was cumming-angst...
16:50 Mountain(Canaan).3 a... ,1... 09.10 mm k
17:20 Today‘aSong » ; f' 10:10 WWI-n ‘1 ,1
17:30 @0001:an r! “u- 40=35 3116th 1”
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(Qulehow) . . 1050 ‘TaiwanyaDranuSqi-
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19m 14..., {1"} 15. r1200 mammal.“ '1
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gnaw ,- "‘1‘93135 WMSd-fig,
21:00 Sodalfiducationfln'7’ 3,. w ,,, My)“; 1%,...
21:00 M
21:” ySpin '
2200 Nomi-locum
23100 SodalEdmdonw
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23:30 1TVNamWotldlapon
TMV,HINIIO,1Q”
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W) ,.
01.10 Popularlukabox
CTVCHANNEL

76

 

11:00 MandarinDranaSuh: r7'
«Mal-W1... :

21:00 50:101me mg: .
21:03 Sufism AW ‘
21:30 in clay
mo 335’s" - 7 -
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23:03 Chimnl’alnmpa'fl)
23:11 ‘ITVNcwaWodd

m,m10.1000
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01:30 Good - .

$15 mum 1

O33 A um’sloumalm

m Children'sWorId 77’

0330 TaiwanonDIanaSui.

10:00 1101dele

1100 CBSEvmingNom

11:1) C'WHakh/‘I'aiwamaNm

1200 CTVNoontlmNm

1230 TaiwamaDnnuSaI-Ia:
11anatP1-inoa ' '.

13:00 rumvmam

 

W T d 13:30 Mum-5.1.: 14:33'muutkci' .
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Tm“! mm”. I.” 11330 gout: 1.17:00 mum
1TVCHANN8L. :3 #:1101111“ . 13%|.» :4 ,
“Coolant. . . .mp1“!!! , .1 -afialyfluy '.
01:30 Tummy.“ * 17:00 Wodddeldian'ojl’aI-a '7 M'vmsw
00:30 Sunflawan 17:30 Sodalfidu‘cadonflln ‘ mmm
09:00 CookingWithPuPd-nd 17:33 W 17:11:00 Wham-Saris
fix Mm ' I MT‘mmwa 17:11" ‘ ham 1
10:00 FmTodayqrflle lw‘VMSIum " .411” Socialiducaflatfiln
1w mwgcm 14;:thuhc “MSW 'Zlmfl'VhogmAbnnhb
10:45 ColdnflcllAmrd 1990 CNN” 0|" 21:” MOI-0mm
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10:00 mam: .. (”:10 ”all“ a:
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16:50 LimaGcniua ' ' i; 10:10 vane . M”: .
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19:40 ShiningAvanua ‘7‘ an 1:13-39 Wm:
13:” Maggi-M

 

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10:6 GoldenBellAwud " “- ' « 'WWo-fl: "' 0):"; 1730 MW’

Mflmm 10:00 TWDmmSubfu; » 1w.c13v-uysw¢ I 1‘
5.1g ' . : 1330 1111101111108“th 10:3) Taiwan-00mm”
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1115 WTdmnaeNc-m J ~m WM ‘ ' 19:” VUWSW'” ” I!” 11‘
(wimeW) 2100 WWW 20:00 14.111111111000111-5001-:W
1200 TfimVarktme: 3. ,1 . 21” WWW”. ’ 'hoChho-dm ' ’ A
HappyDays - 2130 GonMui— 21m Sod-1m '
12.-30 mmmm ' '- ’2'" 7.. Emile-W! 7 1 21:03 FNMA
mun: 11m.,f;:.31'hm.w11.1m
1430 mum new); ' mun-1cm" mum .‘
15m 01131181“er . I" ‘ _ m mm‘ A. |
1330M¢mpdu "0195mm 1.2:.
10:00 Chfldm'sl’rognm ‘ ' “<3 ‘ ' - .1 ‘ ir'. 1
10:25 mm: , .' - CTSCHANNEL 3:1
mympm “:55 MWo-dl’otmmy'

19:10 ShiningAvenue 2" 1 ‘I 8 1,1050 U... . .

20:00 WWI-Sets: ‘ .3 ‘18in W
5.0.7de 10:6 wwwhthmy

21m Soddiduafimfilm 10:30 Tammi-'50!!-

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09:1!) Taiwan-10090110103001: I
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(lull-1|) .
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(Sch-11111010011301.1110”)

 

TV Today

Thursday. March 11, 1993

06:20
Mm
(3:11
09m
09:”
10:”
10:45

11:15
12:00
12:1)
13:00
13:30
1430
15:00

15:11

16:1!)-
16:25
15:50
17:1)
17:30
10:00
18:3).

19:00

19.40
mi
21:00;
21:00;

21:30
m.

M'
23:00:
23:11

TTV CHANNEL
Cool Place
TTV Morning News
Good Deeds Beget Happiness
Social Education Film
11v Lecture
Mother's Classroom
Golden Bell Award
Foreign Film Screening
'Seals/ Dying Flamingoes/
Back To Africa" (Part 2)
South Africa
TW Taiwanese News
(With Report on Agriculture)
Happy Days .
(Taiwanese Variety Show)
TTV Mandarin News
Taiwanese Drama Series
Mandarin Drama Series: -
Postman Rings Thrice
(Rerun)
30 Minutes
on filial
Moving mu] Note
Children's
Teen Wolf (Cartoon)
Urban Adolescents
Today’s Son
(laser-vation ost ' "
Good Strike (Quiz Show)
Taiwanese Drama Series

1519171523: 31%;.

'and Weather

Shining Avenue .

Mandarin Drama Series:
of Me Hsin-i

Social Education Film '

Forum on National Affairs

Happy 5 ' (Variety Show)
Drama Tutu:

Heaven's Eye

Social Education Fi1m~

yTtlktPW)
NewsWorldllepat

-* Friday, March 12.1993

(”:10
01:10:
0130'

a
C
l
.-

“:11;

Regular Seri 'V"
Popular Julieta: .
UMP.
CTV CHANNEL
Good Friends -

“03* Good Morningaina

: Q15

Q30:

09:00
9:”.

10:00

Tips On Living

Foil: Arts (PW)

World 01 Children's Tales
Taiwanese Drama Series
Drama Sense:

Llle Goes On (Englbh)

11:00 0.0. CBS Evening News

11:20 .
12.-00:

12:”

13:00-

(500%)

CW Hakka] Taiwanese News
CTV Noontime News
Taiwanese Drama Series:

The Great Prince

Taiwanese Variety Show

13:30 MandarinDramaSeries:

.a.

14:1)
15:30
16:“)
16:30
17:0)
17:30
17:33

18:“)

‘ 18:”

19:11)
20:1!)
21:0)
21:03

21:30
23:00

Chen Yuan-yuan

Sports Program

Modern Encyclopedia
Feature on Taiwan
Program for Parents '
and Children

Children's World

Short Feature

PW Program:

Children's Play
Taiwanese Drama Series
When the Egg Meets the Stone
(Variety Program)

CTV News World Report
Mandarin Drama Series
Short Feature

PTV Program: Columbus
and the Age of Discovery
Vari 100 -
CTV Ni htline News

23:40 Drama ries:

House or Elllot (English)

Friday, March 12, 1993

(1140
00:55
01:25

05:35
05:40
0810
06:55
07:00
00:10

09:40

Music From The Heart
Shining Stars '
m Lineup

CTS CHANNEL
Chinese Word for the Day
Economics
Information
Chinese Word 0!
Good Morning Today
Feature Pr ram
Feature on aiwan ~

nt
Day

10:10 0.3. no English News '5

105
1045
1&50

ltm'

Buddhist Program '
Chinese Word for the Day ,
Drama Series (Replay) 3 ‘
CTS Hakka/Taiwanese News
C15 Noontime News

Lucky Draw Game Show

Mandarin Drama Series

(Rerun)

CTS Chinese Opera

Feature Program

Long Live Daddy

(Replay)

Felix the Cat‘

(Cartoon)

Children's Program

CTS Variety Show

Drama Series:

Miner's Wife Chiu-lien

CTS Evening News

Variety Show

Mandarin Drama Series:

Pao Ching-tien

Social Education Film

Getting to Know Chinese

Medicine: Mint (PTV)

Drama Series

22.00 News Magazine

23:11) CTS Late Night News

23:45 Route 0! the Stars
Friday, March 12, 1993

00:18 Reasonable Doubt

(English)

01:15 Music From The Heart

01:45 Buddhist Program

01:50 Program Line-up

13:35

14:35
16.05
16:30

17:0)
17:”
18:“)
18:30
18:55
19:30
20:00

21:00
21:03

21:3)

 

TV Today

;' Friday. March 12, 1992

-TTV CHANNEL

3 “:20 Cool Place

[ 06:30 Good Morning

‘ 13:” Everyday is Book

. Reading Day .
09.00 Uncle Sun Tells Stories
09:11 Classroom of Life
10:20 Feeling For Countryside
10:50 'lTV Taiwanese News

; 11:30 Happy Stage

“‘1’?! 0m -
12:” TN Mandarin News
13:00 Taiwanese Drama Series
13-30 Mandarin Drama Series
14:!) Taiwan Landscape '

‘ 15:00 Filial Piety
15:30 Caring For You and Me
1611” Children s Fragrant
16:25 Jillian (Cartoon)
16:50 ‘ Widget (Cartoon)

1:
:1
8

.1930 gunman“ "
'-.' ' - Golden Bell AWId-I .'
. -'-'StoryoiMaHs1n-i

02m: Popular “0 ‘;

Mainline-up" 'ng
' moi-:11. CTVCHANNEL

“:15 i ' A ,Ti “pf”... 1.3 , .3.
16;:331 W? -‘:‘f§1~‘?‘f’;¢7
.Flo'raand Failna' - 11
0'00 DEC Prectléal English :'
09-30; Taiwanese Drama Seriesf- .
10:00:1‘llilt'y'eolnethlng (English) ~ -.
111005 CBS Evening News: - 5 (11:5

 

14:30 Highlights ‘ .7
15:11-10 Rhythm ' 3' -

16m flasher City oi Kaohsiung
16:31 Happy. Swat Home .
1700 Cartoon -

17.” Start Feature

17:33 Musical Program (PW) ~
10.00 Taiwanese Drama Series

13:3 When the Egg Meets the Stone

111100ch «crquwala Report

-__——-——-—- —.-—— - “w ”o...

20:1!) Mandarin Drama Series:

“Yellow Earth'

2100 Short Feature

21.03 FTV Program:
Countryside Coolung

21.30 Surpassi

22:30 Comedy rise:
Room For M (English)

23:11) CW Nightline News

23: 40 Friday Movie:
Great LA Earthquake

Part II (English)
Saturday. March 14, 1003
Program Line-up .
CTS CHANNEL
06:55 Chimomi Word for the Day
07:00 CoodM oda‘.
. 03:10 Everyday Engileh( play)
3 13:15 Good Morning Today

e-- c—s _—-——.-g-v v---—-.———-‘—--o.—

09:10 Farminghoyam (Replay)
09:40 Farmers' World

“535° 21.1? "1"” '

‘- 1 u st

1045an WWW Day
10:50 TaiwaneseDramaSeries

(3* Y) ' L... _. ~
11:20 WW
1200 Cl'SNoontimeNews -.
12:30 LllcltyDrawGamefltolw.
13:00 RockMusic

13:11 OutlieDeiellee

14100

'9‘?!

15100
17:00
1730.
two . . .
.1M‘Drama ' ”if?

1356 CTSBveningNews
10:11 :VarietyShow-- ~ g. '

21:00 SodalEducationPlognm"
2193 From‘l'oday'til‘l'omorrow

'21-30 %in
22:!) AnimatedDra'maSu-iee

 

2.23100 crsyuwmm _

23:30 Super Film:-
- . Wholethelaller‘t
Part2 (English)
Saturday. March 13, 1003
i 01:30 Yumum _
‘ 02:00 W . P

i

TV Today

Saturday, March 13, 1993

TTV CHANNEL

06:20 Cool Place

1 06:” TTV Morning News
08:35 CartoonNew Popeye
08:50 Cartoon ’
09:20 Happy Farmer
09:50 Cartoon: Wish Kid
1020 NBA Special Report

' (Basketball)
1050 5 ring in The Little Town
11:20 olden Stage
11:50 Happy Stage
12:” TN Mandarin News
12:50 Chinese Foil: Tales
14:10 Dari: lustice’
15:10 Over The Top

- 15:” innocents

. 16:” 885 Heat Transfer
16:” Drama Series:

St oiChan San-fen
17:” 11:33:.» ldersnity‘ 8
18:” Chinese Heart
19:” 'lTVNews.S rts
. and Mather
19:” Series: "Head theClass"
20” Film Series: ”Raven"
21:” TheCountetstrilte‘
22;” Ros N132:
23:40 Min -se '
“Home Front" (English)
Sunday, March .14, 1003

01:40 Mini-Series: “Strauss

' gyarmfinvAnthm Higgins
1 - and Std‘ven Mccznn
03:40 Social Education Film
CTV CHANNEL
06:” Good Friends
. 06:” Good Morning, China
08:15 Tips on Living ~

08:” FeaturePr

09:” Taipei Forward
.09'.” Aerobics

110:” Head of theFamily
10.” Cartoon

. 11:” Religion and Life
11:” Lovin Heart
13 CW oontime News
1 Variet Program: Ha Fax
13:” ' OscaryTh'eater: PP,
'Biloxi Blues“ Starring
Matthew Broderick and
Christopher Wallten
15:40 Variety Show
16:10 Youth Program
17:” Hot Microphone
18:” Ha py Equation
19:” News World Re
. 19:” Program on Mainland China
20:” Variety Show:
Date With Hsiao Yen
21:” Variet Show:
New a nd
22:” Chinese ovie
From Hon Kon

8 8
Sunday, March 14, 1093
00:00 Weekend Movie:

 

81

.—‘--

“Steallng Home” (English)
Starring Merit Harmon
and Jodie Foster
02:” Short Feature Film
CTS CHANNEL

07:” Good Morning Today
00:10 Feature Program (Replay)
09.40 Bright World
1010 Introduction of

' This Week's Program!
10:25 Chinese Word for the Day

- 10:” Farmer's World

1057 Social Education Program
11:” Disne Theater

1%” C15 oontlmeNewe
12:30 Variety Show

' _——-—-.—.o w
-O‘-‘ .

13:”' Legend‘oiCNld Deity Nacha

14:10 GoodNewsl-Happy News! :
(Wavy Variety) . '

15:10 introducingMainlandCluna

16:” introduci Taiwan

16:” World of ischiei

17:” 1’ Chart
19:” agEvening News
19:30 ThisFamil of Ours
20:” Bi Silver
( 'nese Film) '
21:55 Quilew. Mainland
Chinese Landscapes
Sunday, March 14,1003
00:00 CTS Movie Theater:
“False Witness” (English)
01:57 C15 Movie Review
02:”- ProgramLine-up

APPENDIX III
ONE WEEK SCHEDULE FOR STAR TV

STAR PLUS CHANNEL

March 7, 1993

Choppy 4: The Princes
Ovid 8c The Gang
Wide World Of Kids
Smoggies
Children '3 Room
Shadow Of The Stone
Terrahawks
The STAR Kid Show
The lndia Show (Replay)
Treasure Hunt: ”Suffolk"
The Best Of Donahue:
'1! The Sex is No Good
it's The Woman's Fault!”
14:” Ruth Rendell:
'i'he Speaker Of Mandarin"

1 (Part 2 of 3)

15:” Movie: ”Swordkill"

17:” White Shadow

18:” Movie Televia'on

18:” Eye On Asia:
”Roads to Xanadu”
(Part 2 of 4)
In The Picture
Movie: 'Superoarrier — Pilot
Love At First Sight
Lifesgies Of The Rich
And arnous

inThePicture
March 0,1993

The Wonder Years
00:40 The Diamond Brothers -
South By South East
”10 Movie: “Supercarrier 11"
03:10 The Travel Magazine
“ 03:” The Bold & the Beautiful
04:10 Santa Barbara
05:” Donahue: “How AIDS
Changed
The Face Of America"
' (Part 1)
06:” Attitudes
, seams CHANNEL

! March 7,1003
30730 Various:Wheeisln
;0a00

10”

07.00
07:”
08:”
08:”
09:”
09:”
’. 10:”
1 10.”
' 11:”
12:”
13:”

19.”

22:”
23:”

”10

MissouriAtOklahoma
GolfiUSMen's PGA
LoeAngICOpenDa 3
FromLmAnglaa.

12”

15:” Various: Wheels in Spar.
16:” Soccer: E Seem
17:” Various: Trans World
18:” 012’: US Men's PGA
Angles n Da 4
From Los Anorles. USyA
2%” Auto Racing: 24 Hours
Oi Dayton 1993
21:” Equestrian: McDowells , ‘
MW _indian Derby
22:” Rugby: ' ’ '
5 Nations Championships

- Wales vs. lreland (Replay)

2300 Cricket: West indies
vs. Pakistan From Durban

; 18:”

unset College WI

vs Scotland (Replay)

March 3, 1993

01)” Soccer: European Soccer
01:” Various: Trans World Sport
02:” Golf: US Men's PCA
Los Angles Open Day 4
From Los Angles, USA
04:” Auto Racing: 24 Hours
Of Daytona 1993
05:” Equestrian: McDowells
indian Derby
05:30 Rugby:
5 Nations Charnpionshipe -
Wales vs. England (Replay)
0700 Cricket West indies
vs. Pakistan From Durban____

T ‘ MTV Channel
March 7, 1003

09:” MTV Rockumentary:
Genesis (Replay)

 

'09:” Week In Rock

10:” Classic MTV
11:” MTV Mon Amour:
With Tommy Page
12:” Music Video
(VJ Angela Chow)
15:” Music Video (VJ Sophiya)

(Re by)
op 20:
Video Countdown Asia

(Farley)

I 20:” MTV Unplugged:

Steve Ray Vaughan]
Joe Satriani (Replay)
20” Gone Taiwan: Harlem Yu
(Chen Ching) (Replay)
21:” Classic MTV (Replay)
22:” Dial MTV
Widt Tommy Page (Replay)
March 8, 1
' 01300 MTV Top 11:
Video Countdown Asia
(Replay) -
02:” The Grind (Replay)
02:” Week in Rock (Replay)
03” Music Videos
(Vi Ansel- Chow) (Real-r)
”t” Awake On the Wild Side
(Angela Chow)
CHINESE CHANNEL ‘

March 7, 10”

07 Nature of Taiwan (11)
~ 07:” Seddi
Hits Cuy
Fortune Explorer
HK Classified Cases
Seddi
Wisdom Age
A La Mode (End)
UFO Saturday Night
Carnival
HK Classified Cases
Nature of Taiwan (11)
Seddi
Johnny Walker hernias:
House On Fire
A La Mode (End)
A Star A Day: Liu Ho Qing
Wisdom Age
Polygram Supreme Hits
Seddi

A Star A Day: Liu Ho Qing
Pei Pet's Time (111)
Happy Fam11y

82

(Repeat of Friday Editio_n_)___ _

APPENDIX II: One Week Schedules for Star TV (March 7 to
13, 1993)

19:” A Star A Day: Liu Ho Qing
19:02 Chinese Acrobatics
19:30 Master Of Art in Japan
20.” Fitto Music World
21:” A Star A Day: 1.10 Ho Qing
21:06 Taiwan All Stars

Baseball Match

March 08, 1903

Fence, Woman 4: Dog
Happy Family

Master Of Art in Japan
Chinese Acrobatics
Fitto Music World
Wisdom Age
Polygram Supreme Hits
Pei Pei's Time (111)
Music Beat

Happy Family

”:” Chinese Acrobatics
M” Master Oi Art in Japan

aac'Wsrv CHANNEL

March 07, 1003

07:00 World News
07:20 Food And Drink (Hopi-y)

”:”
01:”
01:”
02:”
02:”
03:”
04:”
04:”
05:”
”z”

- ”:00 WoridNewe
-' ”:23 WorldNewsWeek(Repiey)

”:00 World News

”:10 Assignment (Replay)

10:00 World News

10:23 Film '03 (Replay)

11:” World News

11:26 Kilroy (Rephy)

12:00 World News

12:20 Public Eye (Replay)

13:00 World News

13:25 A Dilestion oi Sport
(Real-v)

14:00 World News

14:20 Network East Extra
(Real-v)

10:00 World News

10:25 The Late Show

10:00 World News

10:23 How Do You Manage?
(Bani-v)

11:00 World News ,

11:23 World News Week (Replay)

10:00 World News

14:28 Public En (Real-v)

10:00 World News

10:23 Mastermind (Rephy)

”:00 World News

20:10 Aaslgnrnent (Replay)

21:00 World News

21:23 The Late Show (Replay)

22:00 World News Headlines

2:” Frost

23:00 World News

”:20 On The Record

March 03,1003

”:00 World News

”:28 Question o1 Sport (Replay)
01:00 World News

01 :25 World News Week (Replay)
01 :20 World News Week (Replay)
”:00 World News

”:20 The Late Show (Replay)
”:00 World News

”:23 On The Record (Replay)
04:00 World News Headlines
04:” Frost (Replay)

”:00 World News

”:20 Question o1 Sport (Replay)
M:00 World News

I:23 World News Week (Replay)

STAR PLUS CHANNEL

0700
07 :30
”m
08:30
09:”
09:”
101”
10:30
1 1:”
12:00
13:”
13:50
14:”
14:30

15:30
16:”
17:00
17:30

 

07:30
”:”
09:”
10:”

12:00
1300
1330
15:00
I 16:00
18.00

18:30
19:”

21.00

23:”

March 5. 1003
Sharky 6: George
Wide World Of Kids
Force Five: Danguard Ace
Sharky & George
Wide World Of Kids

Force Five: :1 Ace
Jack Thompmn Under

Jupiter Moon

.Attitudes

image Workshop
Santa Barbara
Hollywood Stars

The Bold And The Beautiful

Donahue: "Squabblirg
Teen Sisters”

Slim Cooking
Attitudes

Riviera

Wide World of Kids
KTV

Jack Thompson Down Under

Video Fashion Special:
'Be Beautiful"

Thailand Panorama
Movie: "Superarriar 11"
Riviera ‘

HollmoodStars
The dlsT'heBeautifiil
SantaBarbara

March 0, 1000
Remington Steele
Movie: 'Supercarrier 111'
Movie Television
The Bold 6: The Beautiful
Santa Barbara
Donahue: 'How Aids
Changed The Face Of
America"
Attitudes

SPORTS CHANNEL

March 0, 1003
Cricket: West Indies
vs. Pakistan —
From Durban
Soccer: European Soccer
Various:
Tram World Sport
Golf: US Men's PGA
Los Angles Open Day 4
From Los Angela. USA
Auto Racing: 24 Hours
Of Daytona 1990
Equestrian:
McDowells lndian Derby
Rugby: 5 Nations
'onehips
Wain vs. lreiand
(Keri-y)
Cricket: West Indies
vs. Pakistan
From Durban
W1: College
Basketball CBK
UNCC At Louisville
Various: Primebodies
Auto Racing:
British F3 1992 Series
Tennis: Tennis
Championships —
Scottsdale USA
First Semi-Final
Tennis: Tennis
Championships —
Scottsdale USA , 7
Second Semi-Final
Cricket: South Africa
vs. Pakistan
From Centurion Park

March 9, 1903

23:20 Financial News Report

00:00 Basketball: College
Basketball — UNCC (Keri-xv) ‘
At Louisville 23:30 The Best Of Chlna
02:00 Various: Prirnebodies
0230 Auto Racing: 23:55 A Star A Day --

British 1992,10 Series Wins 08" Fens

03:” Tennis: Tennis Marc" 9- ‘993
Championships — 00” Paradise Of Love
Scottsdale USA 01.00 Thunder Knight
First Semi-Final 0?.” S.T.U.

05:” Tennis: Tennis 02:30 Stardust Memories
(Ihgmpiomhir — 03:00 Merciless LIV
Second Semi- inal 04:” The Best Of China

MTV CHANNEL 0‘30 5883 Crash Rocks (11)
05:” Four Generations
March 0. 1000 0600 Thunder Knight

0890 MW . Mo" WM aac wsrv CHANNEL
(VJ Nome)

09.00 Dial MTV (v1 Nonie) March 8. 1993

10:” Classic MTV (VJ Danny) 07:00 World News

11:00 MTV Prime (VJ David Wu) 07:25 World Business Report

13.00 V) Danny McGill 00:00 World News -

16:00 VJ Sophiya 00:15 Asia Today

18:” MTV Prime 00:25 The Money Program
M David Wu) (Replay)

(Replay) 00:00 World News

20:” TheDayinRock 00:25 HowDoYou Manage?

20:10 3 From One (Replay)

20:30 The Grind 10:00 World News

21:” MTV’s Most Wanted 10:15 Asia Today
(Replay) 10:25 On The Record

2200 Dial MTV (Replay) (Reel-v)

23:” MTV Mon Amour 11:00 World News
(Angela) 11:15 Asia Today

Narchv0, 1000 "=3 50.3.31! W

”” ClasschTV(Rsplay) 12:00 WorldNewa

01:00 v1 hiys( lay) . no“ me,
00:00 MuicPVidefiighy) ‘2'” On F
MW” “_lms Kilroy

(Reel-v)
05:” The Day in Rock 14:00 World News
05:10 3 From on. 14:30 BBC Business Homing
05:” TheCr-ind M ) 15:00 World News
06:00 Awake On 0.. win sea. 15:2: Horizon (neat-v)
(Algal. Chow) 10:00 World News

CHINESE CHANNEL 13:3 512,133”

March 0, 1000 17:25 World News Day
07:” Pei Pei'e Time (in) 10:00 World News
07:” Seddi 10:25 World News ”y

”r” lWisdom Age 10:00 World News
”:” olygram Supreme Hits 10:25 Holiday
09:” Fence. Woman 5 20:00 World NM
1000 Chinese Acrobatics . NJ! The lion-v Mm
ilk” Polygram Supreme Fits (9.91.”
11:” Taiwan All Stars 21:00 World News

Baseball Match 21:25 News From London
14.00 Fitto Music World n00 World News
15:” Fence, Woman, & Dog 22:25 The Clothes Show
16:” Mater OfArt (Reel-v)

23:00 World News

inJapan
16:” A Star A De - 23:15 World Business Report
Wan Dan 23:25 Floyd On Frsnos -
16:32 S.T. . (Replay)
17m Ear-Crahkocblm March 0,1990

17:” Peter Pan

18:” A Star A De —
Wang Dan .

18:02 Music Best

18:15 Stardust Memories

18:6 A Star A Day -—
Wang Dan Feng

18:47 Thunder Knight

19:45 Fitto Music World

20:” Financial News Report

2010 A Star A Day-
Wan Dan

20:15 Paragise OfRLonisre

21:” Stars From UFO

21:25 Merciless Law

22:25 Stars from UFO

22:30 Four Generations

83

00:00 World News

00:05 Food And Drink
(Replay)

01:00 World News

01:15 The Money Program
(Replay)

02:00 World News

02:25 News lrorn London

03:00 World News

03:25 Challenge By Fire

04:00 World News

04:25 Challenge By Fire

05:00 World News

05:25 News From London

00:00 World News

06:25 Film '03 (Replay)

STAR PLUS CHANNEL

07:”
07:”

23:10

01:10
”:10

|”:40
04:10
”l”

it”

March 0,1000
Choppy and The Princess
Dinky Dog
Force Five: Starvengers
Choppy 6: The Princess
Dinky Dog
Force Five: Starvengere
Just For The Record
Jupiter Moon
Attitudes
Jarte Wallace
Santa Barbara
Hollywood Stars
The Bold 6: the Beautiful
Donahue. “Love American
Style: Russian Import
Brido'

YanCan Cook

Attitudes

Riviera

Kaboodle 11

Streetnoiee

Just for the Record

The Best of Donahue:

”if the Sea: is No Good
it’s The Woman's Faulti"
Movie: M'Supercarrier 111'

11011;:de
d and the Beautiful
Santa Barbara

March 10. 1003
Perfect Scoundrels

Movie: ”The A

Video Fashion w
'1} New York'

The Bold 6: the Beautiful
Santa Barbara

Donahue: ‘The Busine- Of
Selling Your Body Pam“
Attitudes

SPORTS CHANEL

07:00
9 00:00
' 10:00
10:30
11:10

13:00

15:”

16.00
18:”
18:30
21:”

23:”

March 0,1000
crlclreesoererrrla

From Centurion Park
Lacrosse: Major Indoor
lacrosse League
Baltimore At Pthadelphia
Various: Primebodies
Hockey: College

Ice Hockey - CCHA
Tennis: Tennis
Championships
Scottsdale, USA (Final)
Cricket: South Africa
vs. West indies
From Blowemfontein

March 1 0. 1000

”:” lacrosse: Major Indoor
Lacrosse League
Baltimore At Philadelphia .
Various: Primebodia
Hockey: College
ice Hockey — CCHA
Tennis: Tennis
Championships
Scottsdale, USA (Final)

MTV CHANNEL

March 0, 1000
MTV's Most Wanted
(VJ Nonie)

Dial MTV (VJ Nonie)
Classic MTV (VJ Danny)
MTV Prime (VJ David Wu)
Music Videos

(VJ Danny McGill)

02:”
02:30

0500

”:1”

09:00
10:”
1100
13:00

16% Music Videos

hi a)
10:00 W; M David Wu)
(Replay)

11:” The Day' in Rock
”:10 3 From One
20:” The Grind
21:00 MTV‘s Most Wanted (kph!)
22110 Dial MTV (Replay)
2300 MTV Mon Amour (A0301!)

March 10,1000
”l” Classic MTV (30107).”
01:00 Music Videos

‘ 02” MT'VUnplusxflisop.‘I

Elton John
02:” MTV Rocumsnlll'y: Acm
”:1” Music Videoscc

m The Day Mira
”:10 3 From One
(530 The Grind (Replay)
”m Awake On The
Wild Side (Angela Chow)

CHINESE CHANNEL

M01011 9, 1000

0700 Eggs Crash Rocks (I!)
Mr” Peter Pan

S.T.U.

Stardust Memorio
Four Generations

Thunder “'3“
Fitto Music orld

Paradise 0! Love

The Best of China
figs Crash Rocks (I!)
Peter Pan

Four Generations
Stardust Mernoriss
Merciless Law

A Star A Day .

nurtg Da Chun

S.T. U.

Eggs Crash Rocks (11)
Peter Pan

A Star A De - X1011“
Music Best TV)
Stardust Memories

A Star A Day - Xie Jin
Thunder Knight

Fitto Music World
Financial News Re

A Star A Day - Po“
Zhang Da Chun
Paradise Of Love
Stars From UFO
Merciless law
Stars From UFO

Four Generatinne

84

18: 1 5
18:45
18:47
19:45

”:10

”:15
21:20
21:25
22:25

----o-. ..

23:20 Financial News Report

(Repyia)

23:30 ThePBestofChina
23:56 AStarADay-

Zhang Da Chun
March 10, 1093

”:” Paradise Of Love
01.00 Thunder Kniilht
"02.” S.T.U.

Stardust Memories
Merciless Law

The Best Of China
Eggs Crash Rocks (11)
”c” Four Generation
”t” Thunder Knight

BBC WSTV CHANNEL

March 0, 1003
07:00 World News
07:25 World Business Report
”:00 World News
”:15 Asia Today
”:25 Newsnigll
”:” World News
”:15 Panorama
10:” World News
10:15 Asia Today
was Newsnight (heel-vi
11:” World News
11:25 Question 01 0001‘
12:00 World News
was Mastermind (Henley)
13: ” World News
13:25 The Clothes Show (Berti-vi
14: ” World News
14:30 000 Business Homing
(Roi-v)
15:” World News
15:25 Rehtive Values
(Reel-v)
15:” World News
10:25 Relative Values

02:30
”r”
04:”
04:30

(Reel-v)
17:” World News
17:25 World News Day
10:” World News
10:” World News Day
10:” World News
10:25 Nooknsy’s Fa! All

March 10, 1003
”z” World News
”:25 3O .
01:” World News
01:15 Panorama M)
02:” World News
was News From London
”:” World News
”:25 DEA

' 04:” World News

04:25 OEA

”z” World News

”:25 News From London
”:” World News

”:25 Floyd On France (300“!)

STAR TV

STAR PLUS CHANNEL

March 10, 1993

0790 The little Flying Bears
0730 ’
03.00 Force Five: Spaceketeers
”:30 The Little Flying Bears
0900 Smoggies

09:30 Force Five: Spaccketeers
10:” Jack Thompson Down Under
1030 Jupiter Moon

11.0) Attitudes

12:” What Every Baby Knows
12:30 Mother's Day

13.00 Santa Barbara

13:50 Hollywood Stars

14.00 The Bold And The Beautiful
14-30 Donahue

1590 Today's Gourmet

16'30 Attitudes

17:” Riviera

17” Smoggies

18:”

18:” Jack Thompson Down Under
19:” Beyond 2000

20:” Perfect Scoundrels

21:” Remington Steele

22:” Riviera

22:30 Hollywood Stars

De” The Bold & T'he Beautiful
23:10 Santa Barbara

March 11, 1993

”:” Crystal Maze

01:10 Hill Street Blues

02:10 Holiday

03:40 The Bold Jr The Beautiful

04:10 Santa Barbara

05:” Donahue: "Can
Alternative Medicine
Replace The Doctor?“

06:” Attitudes

SPORTS CHANNEL

March 10, 1993

01:” Cricket: South Africa

vs. West indies From

Bloemfontein
”:” lacrosse: Major indoor

Lacrosse League

Baltimore At Philadelphia
10110 Various: Primebodies
10’.” Hockey: CCHA

College ice Hmkey

‘

13:” Tennis: Tenrds

Scottsdale. USA (final)
15:” Cricket: South Africa

vs. WU Indies

From Bloemfontein
1690 Water W Bis 1°

Women's Swimming &

Divin MW
18:” Variorsn: Primebodles

1w Hockey: international!“

20:00 Table Tennis:
Asian Team Cup —
Table Tennis
Women's Singles Final
21:30 The Mountain Bike Show
22” Soccer Wednesday Night
Soccer Scottish Cup
5th Round — Hiberian
vs. St. Johnstone

March 11, 1993

”t” Water Sports: Big 10
Women's Swimming &
Diving Championships

02'” Various: Primebodies

0230 Soccer: European Soccer

03:30 Cycling:

Mountain Bike Show

04.1!) Soccer: LIVE
League Cup 2nd Semi-Final
Arsenal vs. Crystal Palace

06:” Soccer: Wednesday Night
Soccer: Scottish Cup
5th Round — Hiberian
vs. St Johnstone

MTV CHANNEL

March 10, 1993

”.00 MTV: Most Wanted

(VJ Nonie)
09:” Dial MTV (Nonie)
10:” Classic MTV (Dartny)
11:” MTV Prime (VJ David Wu)
13:” Music Videos

(VJ Danny McGill)
16:” Music Videos (VJ Sophiyl)
18:” MTV Prime (VJ David Wu)

(Replay)
1930 MTV Sports
20” The Day in Rock

, 20:10 3From0ne

”:11 The Grind

21.00 MTV's Most Wanted (Replay)
22.00 Dial MTV (Replay)

23:” MTV Mon Am (Angela)

March 10, 1993 .
arm Eggs Crash Rocks ,
Peter Pan - '
”:” S.T.U.
”:11 Stardust Memories
09:” Four Generation
10:” Thunder Knight
11:” Fitto Music World
11:30 Paradise Of Love
12:” The Best Of China
13:” Eggs Crash Rocks (11)
13:!) Peter Pan
14:” Four Generations
15:” Stardust Memories
15:30 Merciless Law
16:30 AStarADay—UnXinWei
16:32 S.T.U.

17.00 Eggs Crash Rocks (11)
Hockey Tournament Sweden Peter Pan

_ Sweden vs. Canada

17:”

um AStarADsy—UnXinWei

18:02 Music Best

18:15 Sbrdust Memories
18:45 AStarA Dav— UnXinWei

85

(Schedule issubject tochange.)

13:47 Thunder Knight

19:45 Fitto Music World

20.00 Financial News Report
20:10 A Star A Day — Lin Xin Wei
20:15 Paradise Oi Love

21:20 Stars From UFO

21:25 Merciless Law

22:25 Stars from UFO

22:30 Four Generations

2.3220 Financial News Report

23:30 The Best Oi China

23:56 A Star A Day — Lin Xin Wie

March 11, 1993

0090 Paradise Of Love

omo Thunder Knight
02.00 S.T.U.

02:30 Stardust Memories
0300 Merciless Law

04:” The Best Of China
04:30 Eggs Crash Rocks (ii)
05:” Four Generations
”:” Thunder Knight

BBC WSTV CHANNEL

March 10, 1993
07:” World News
07:25 World Business
”a” World News M
”:15 Asia Today
”:8 Newsnight
09:00 World News
05:15 Everyman
10:” World News
1&15 Asia Today
1%” Newsni ”KW
11:” World N’ehws
11:15 Asia Today
11:25 The Clothes Show (Replay )
1h” World News
1225 Holiday (Replay)
13:” World News
13:15 Kilroy
14” World News .
14:30 BBC Business Morning
15a” World News
15:25 Chall 8 Fire( )
16:” Worltic'ihl‘efwsy .9“?
16:25 Chaiien B Fire
17:” World was’ Ml.”
17:25 World News Day
10:” World News
10:25 World News Day
19:” World News
19:25 Film '93
I!” World News
8:10 Everymani i )
21:” World News” .’
21:25 News from London
m World News
2225 Top Gear
23:” World News
23:15 World Business
8:25 Holiday (Replay)
March 11, 1993

ilk” World News

M The Clothes Show (Replay)
01:” World News

01:10 Everyman( la )
02:” World New?” ’
02:25 News from London
03:” World News .
”:25 Commanders

04:” World News

04:25 Commanders

05:” World News

05:25 News from London
05:” World News

06:25 Mastermind (Replay)

 

as..-

 

 

STAR TV

STAR PLUS CHANNEL

March 11, 1993

07m Ovid & The Gang
07:” Gig'glesnort Hotel
08:03 Force Five: Gaiking
(3:1) Ovid (r The Gang
09m Gigglesnort Hotel
09:30 Force Five: Gaiking
moo Just For The Record
10:30 Jupiter Moon
11:“) Attitudes A “
12:0) Image Workshop -'
13m Santa Barbara
1350 Hollywood Stars
14110 The Bold And The Beautiful
14:!) Donahue: "Street Performers
Get Their Big Chance
On Donahue"
15:3) Wok with Yan
16:0) Attitudes
17m Riviera
17:30 Gigglesnort Hotel
18m Terrahawks
18:1) Just For The Record
19:“) Holiday
20:00 The Crystal Maze
21m Hill Street Blues
2200 Riviera
22:30 Hollywood Stars
22:40 The Bold & The Beautiful
23:10 Santa Barbara
March 12, 1993
Gth Tour Of Duty
01:10 Stay Lucky
Q10 Beyond moo
”:10 Travel. Travel:
"Stowe, Vermont"
(3:40 The Bold l: The Beautiful
00:10 Santa Barbara
05:00 Donahue: 'Doctor Ruth
Tells How To Enjoy
Safer Sex In Today's
1 Modern Society”
; (5:0) Attitudes .
SPORTS CHANNEL
March 11, 1993

1 arm Water Sport: Big 10
Swimming
& Diving Champiornlips
100) Various: Primebodies
10:30 . international Ice
Hockey Tournament
Sweden—- Sweden vs. Canada
12:00 Table Teruiis: Asian Tarn Cup
Table Tennis Women's
Singles Final
13:!) canal): Mountdn
um Soccer: Wednodey "is”
Soccer —- Scottish Cup
5:11 Round -— l-libenan

 

!

 

In The Big East
17m Athletics: T”
Trail Endurance Ruiz
18:“) Various: PW
1390 Various: Wheels tn 59°"
1990 Auto Racing:
International
Motor-sport NM
201]) Various: Tram
World Sport
21:00 Coll: Kent Hon; Kons

n H/L
25:... Golf Tournamenl

.21» Soccer: Cup Night

League Cup
2nd Semi~Final
Arsenal vs. Crystal Palace

March 12, 1993

0090 Baseball: Talking

Baseball

(”:30 Basketball: College

Basketball — This Week
In The Big East

0190 Athletics: Texas Trail

Endurance Run

02.00 Various: Primebodies
02:30 Various: Wheels 1n Sport
moo Auto Racing: international

Motor-sport News

0490 Various: Trans World Sport
05.00 Golf: Kent

Hong Kong Open H/ L
Asian Golf Tournament

06:00 Soccer: Cup Night League Cup

2nd Semi-Final Arsenal
vs. Crystal Palace

MTV CHANNEL
March 11, 1993

03m MTV‘s Most Wanted (Nonie)
09:00 Dial MTV (V) Nonie)

10:00 Classic MTV (VI Danny)
1190 MTV Prime

(V) David Wu)

. 13:00 Music Videos

(VI Danny Mill)

'1 1600 Music Videa

(VI hiya)

' 1890 MTV rimeMDavid Wu)

(Replay)

"zom TheDsyinRock
20:10 3FrornOne

 

2150 The Grind

mo MT'V's Most Wanted (Repla )
22:00 Dial MTV (Replay) y‘
23:00 MTV Mon Amour (Angels)

March 12, 1993

00:00 Classic MTV (Replay)
own Music Videos

(V) hi
m Mafisli‘w'”

(V) Dann McG'l Re
(5:00 The Day [it RockI I) ( Pk”
own Awake Oanle’ild Side -

(Mad- Chow!)

CHINESE CHANNEL

March 11, 1993
W1!) Eggs Crah Rocks (ll)
07:!) Peter Pan
(lull) S.T.U.
moo Stardust Memories
0990 Four Generations
10:00 Thunder Knight
moo Fitto Music World
11:30 Paradise Of Love
121) The Best of China
13cm Eggs Crash Rocks (11)
13:30 Peter Pan
14:00 Pour Generations
15m Shrdust Memories
15:!) Merciless Law
16:30 A Star A Day - Chen Xin Yi
16:32 S.T.U.
17m Eggs Crash Rocks (I!)
17:30 Peter Pan
10m AStarA Day- GtenXinYi
10:02 Music Best (MTV)
10:15 Stardust Memories
1&45 AStarA Day— QtenXinYi

10:47 Thunder Knight (Fad)

19:45 Fitto Music World
20:“) Financial News Report

86

-

20:10 A Star A Day — Chen Xin Y:
20:15 Paradise Of Love

21:20 Stars From UFO

21:25 Merciless Law

2225 Stars From UFO

22:30 Four Generations.

23:20 Financial News Report

23:30 The Best Of China

23:55 A Star A Day — Chen Xin Yi

March 12, 1993
0000 Paradise Of Love
01.00 Thunder Knight (End)
02:00 S.T.U.
02:30 Stardust Memories
(BAX) Merciless Law
04.00 The Best of China
04:30 Eggs Crash Rocks (11)

 

05:01 Four Generations
06:“) Thunder Knight (End)

BBC WSTV CHANNEL

March 11, 1993
om World News
07:25 World Business Report
00:00 World News
00:15 Asia Today
00:25 Newsnight
09:00 World News
09:25 Reportage (Replay)
into World News
10:15 Asia T
10:25 Newsni (R Is
111!) World 13:: .P y)
11:15 Asia T
11:25 Tomorrow’s World

(Replay)

12:” World News
12:25 Design Classics (Replay)
13:00 World News
13:25 Public Eye (Replay)
was World News
was BBC Business Morning
15:” World News
15d5 DEA (Re
:3 gorld News

BA (R |
1m World (3:?
17:25 World News Day

. 10‘ World News

10:25 World News Day
rm World News
10:25 Sal-on Run
m World News

”:25 Reportage (Replay)
orld News

‘MW

21:25 News From London

was World News

22:25 Food and Drink

2m World News

23:15 World Business Report
11:25 Hocknefs Fax Art (Replay)

March 12. 1993

cars World News
was Tomorrotfs World (Replay)

our World News

01:25 Reporta e( la )
02:” World Nsewsn.’ y
02:25 News from London
03:“ World News
03:25 Florian

M World News

04:25 Horizon ,

osso World News

05:25 News from London
om World News

“:25 Holiday (Replay)

(Sohedule is sufiect to changes.)

 

STAR PLUS CHANNEL

07”
07:”
”z”
”:30
0%”
09:30
it)”
10.30
11.00
12:”
12:30
13:”
13:50
14:”
'14:”

 

”:30
”r”

”c”
”:”
0:”
11k”

10;”
11:”

. Motorsport News

March 12, 1993
Size Small '
Children‘s Room (Replay)
Force Five: Grandizer
Size Small
Children's Room (Replay)
Force Five: Grandizer
Jack Thompson Down Under
Jupiter Moon ‘
Attitudes
Your Baby and Child
Growing Up Together
Santa Barbara
Hollywood Stars
The Bold and the Beautiful
Donahue: ”Shot By Husband's
Alleged Lover..."
Cooking At the Academy
Attitudes
Riviera
Children's Room (Replay)
Northwood
Jack Thompson Down Under
Movie Television
The Wonder Years
Tour OF Duty
Stay Lucky
Riviera
Hollywood Shrs
The Bold It The Beautiful
Santa Barbara
March 13, 1993
Lifestyles Of The Rich
Ir Famous
Lou Grant
Crime Story
St. Elsewhere
Treasure Hunt: Suffolk
The Tony Randall Show
Runaway With The Rich
ls Famous (Replay)
Adventure
Travel, Travel:-
- Austria, Viena

SPORTS CHANNEL

March 12, 1993
Baseball: Talking l‘bnll
Basketball: Culley
Basketball This Week ,

In The Big East

Athletics: Texas Trdl
Endurance Run

Various: Primebodi.
Various: Wheels InSport ,
Auto Racing:

International

mania"

0‘” MTVTmeId”

07:”
1%”
”:”

09:”
10:”
11:”
11:”

Countdown Europe

“mm,
Muchiderl

The Grind (Replay)
Music Videos

0’] Danny McGill)
CHINESE CHANNEL

March 12, 1993
Eggs Crash Rocks
Peter Pan
S.T.U.

Stardust Memories
Four Generations
Thunder Kni HEM)
Htto Music orld
Paradise 0‘ Love

....-

12:30 The Best of China
13:” E835 Crash Rocks

13:”
14:”
15:”
15:”
16:”
16:32
17:”
17:”
18:”
18:02
18:15
18:65
18:47
19:15
19:5
20:”
2010
2015
21:”
21:25

23:”
23:25

23:35
23:55

01:”
01:”

02:”
03:”
12:”

14:”

° 32

1:”

Peter Pan

Four Generations

Stardust Memories

Merciless law

A Star A Day — U )u Ming

S.T.U.

Eggs Crash Rocks

Peter Pan

Music Best (MTV)

Stardust Memoirs“

A s.“ A Day — u,“ Mina

China Scene

5 Star Showcase

Fitto Music World

Financial News R290“

Paradise of Love

Stars From UFO

Stars (r Shows: Crescent Moon

(Siqin Cows)

Stars rm UFO

Financial News Report

(Kepler)
' Of A Nation

AStarA Day—Lilu Ming

March 13, 1993
Paradise Of Love
China Scene
5 Star Showcase
S.T.U.

Stardust Memories
Diary Of A Nation
Fitto Music World
S.T.U.

Various:

Trans World

"I L — Asian 01! Tour
Soccer: Cup Night logos
Cup Semi-Final —
Arsenal vs. Crystal Palace
Various: '

Fish International
Basketball: College
Basketde R

Wrestling:

Wrestling‘fpotlight
Soccer: Asian
Football Show

Golf: Dan Marino
Celebrity Clarics
Billiards: European
Snooker League
Garcia vs. Williams NABF
Championships

ls Hopkins vs. Baptist
USDA Title

From Denver, USA

March 13, 1993

Various'Fish Internatlatal
anketball:

College Basketball Report
Wrestling.

‘ e—n

- WWF Wrestling SW

i 5:3 3

_CCIebrityCIasia_

Soccer: The Asian
Football Show

Golf: Dan Marino
Billiards: ' '—-—- w
European Snooker W” -
Boning: USA Bord“ _.
Garcia vs. Williams NABF
Heavyweight Chunpiornu
Ir Hopkins vs: tin
USBA Title From ,
USA

87

08:”

09:”
10:”
11:”
13:”

16:”
18:”

20:”
20:10
20:30
21:”
22:”
23:”

MTV CHANNEL

March 12, 1993

MW's Most Wanted

(Vl Nonie)

Dial MTV (V) Nonie)

Classic MTV (V) Danna
MTV Prime (W David u)
Music Videos

(V) Danny McGill)

Music Videos (VI Sophiya)
MW Top 20

Video Countdown Europe
The Day In Rock

3 From One

The Grind

MTV's Most Wanted (Replay)
Dial MTV (Replay)

MTV Mon Amour (VI Angela)

-1-“o——— -._

04:30 Eggs Crash Rocks
05:” Paradise Of Love
06:” Stardust Memories
06:30 5 Stars Showcase

BBC WSTV CHANNEL

07:”
07:25
00:”
06:15
00:25
09:”
09:25
10:”
10:15
10:25
um
11:15
11:25
12:”
12:25
13:”

14:”

iiiifiifiiiifiiii E ifiifiiéiiiéiéifiiiifi

March 12, 1993
World News
World Business Report
World News
Asia Today
Newsnight
World News
Question Tirne
World News
Asia Today
Newsnigltt (Replay)
World News
Asia Today
Top Gear (Replay)
World News
Filrn ’93 (Replay)
World News
Kilroy
World News
BBC Business Morning
World News
The Commanders
World News
The Commanders
World News
World News Day
World News
World News Day
World News
Mastermind
World News
Question Tile (Replay)
World News
News From London
World News
30
World News
World Business Report
Film ‘93 (Replay)
March 13, 1993
World News
7°? Gear (Replay)
World News
Question Tirne (Replay)
World News
News From London
World News
Relative Values
World News
Relative Values (Replay)
World News
News From London
World News

Public Eye (Replay)

(Schedule is subject to change.)

STAR TV

STAR PLUS CHANNEL
March 13, 1993

Sharky 8: George

The Little Flying Bears

Size Small

Dinky Dog

Gigglesnort Hotel

Cartoon:

Last Of The Mohicans

The STAR Kid Show

Family 5 ecials:

”Lies Of The Heart"

Attitudes

Today’s Gourmet

Cooking At The Academy

Matinee Classics:

”Jane Eyre”

Holiday

The Travel Magazine

The Spectacular World

Of Guinness Records

' 18:” Video Fashion Special-

“Be Beautiful

; 19.” Environmental Documentary

' - After The Warmim

(Part 1 of 2)

The Tony Randall Show

The Diamond Brothers:

South By South East

Lou Grant

Crime Story

St. Ebewhere

March 14,1993 ’

Ruth Rendell:
An Unwanted Woman

07:”
07:30
08:”
08:”
09:”
09:”
10:”
l 1:”

-' 12:”
13:”
14:”
14:”

16:”
17:”
18:”

Movie Television

The Travel Magazine

White Shadow

Beyond 2W

Environmental Documentary
- After The Warming

(Part 1 of 2)

.' SPORTS CHANNEL

j . March 13, 1000
Various: Fish International

 

S

11:” Golf: DanM-ino

12.00 Swim.”
illiard:
Snooker

14:” Boxing USA '

Garcia vs. William A”

Heavyweight Championship

H kins vs. Baptist

U A Title,

From Denver, USA
Basketball:

College Basketball Big 8
— Nebraska At Kansas

16:”

~*-

.1 ”r”v_~_____ A-

18:” Table Tcnms: Asian team
Cup Table Tennis Men’s
Singles Final

19:30 Water Sport: Get Wet

20:” Wrestling: World
Wrestling Federation
(WWF) Wrestling Mania

21:” Golf: Doral Ryder Open
From Miami, USA Day 2

23:” Squash: Leekes Welsh
Classic uash

March 14, 1993

”2” Basketball: College
Basketball Bi 8 —
Nebraska At ansas

02:” Table Tennis:

Asian Team Cu

Table Tennis From Shanghai
Finals Men's Singles

8: Doubles

04:” Wrestling World Wrestling
Federation Wrestling Mania

05:” Golf: Doral Ryder Open:
From Miami USA Day 2

MTV CHANNEL

March 13, 1993
09:” MTV Top 20 Video
Countdown Asia
11:” Gone Taiwan: Zhou Zhi
11:” MTV 5 rts (R. lay)
12:” Music ideo Nonie)
15:” Music Videos (VJ Danny)
(Re I- )
18:” M 110p 20 Video
Countélown USA
11'”. M1 V acumentary:
AC/m (Replay)
2030 Week In Rock
21:” MTV P zen.
March 14, 1900
”,5” MTV Top I)
Video Countdown USA

02:00 W
(Repeat of Friday Edition)

' _- ,

0000 Music Video M Nonie) ' '

(Kerk )
0500 M - 'a N
(Batty; .0 M so? y.)
CHINESE CHANNEL

March 13, 1000
07” Crash Rocks
07:” Pet's: Part (In
00:00 Clu'na Scene
”:” Star Dmt Memories
0900 Stars 8 Show:
Crescent Moon
— Si in Gaowa
Fitto usic World .
Paradise or Love \
S.T.U.
China Scene
Peter Pan
5 Star Showcase
Stars h Shows:
Crescent Moon _
Siqin Goawa
Stardust Memories
A Star A Day —
Wang Xiu Feng
Wisdom Ar
Nature of aiwan (I!)
Seddi
A Star A Day —
Wan Xiu Feng
Hits guy
A Star A Difé' '
_, Wang Xiu Feng
19:02 Fortune Explorer

88

11:”
11:”

13:00

14:00
14:30

16:”
16:30

16:32
17:”
17:”
18m

18:02
19:00

- ——.a-

1930 Kismet ‘3! A". ;:~ ;.~.f:.\n
20H) Entertainmenfihcw
21:00 A Star A Day: Wan; \iu Feng
21:06 Yellow River (Replay)
22:00 UFO Saturday Night
Carnival
23:00 Hong Kong Classified Cases
23:30 A Star A Day —
Wang Xiu Feng
23:35 Vigorous Life
With Great Fun

March 14. 1993

”:00 Wisdom Age
”:30 Nature Of Taiwan (11)
01.00 Hits Guy
0200 Fortune Explorer
02:30 Master Of Art In Japan
”:00 Entertainment Show
04:” Vigorous Life
With Great Fun
04:30 Yellow River
05:30 UFO Saturday
Night Carnival
”:30 Wisdom Age

BBC WSTV CHANNEL
March 13, 1993

07:00 World News
07:20 How Do You Manage?
00:” World News
00:8 Nswsnlght
”:00 World News
”:8 Mastermind (Replay)
10:00 World News
10:8 Newenlght (Replay)
11:00 World News
11:8 Kllroy (Replay)
12:” World News
12:8 Network East Extra
- 13:” World News
13:8 Film ‘03
(Hopi-v)
14:” World News
14:8 Now Do You Manage?
(Replay)
10:” World News 3,
10:8 The Late Show
10:” World News
10:8 Public Eye
17:00 Australlan Election
Coverage
10:” World News
-. 10:8 World News Week
. 10:” World News
10:8 A Ousstlon of Sport

02:” World News

00.
00:8 Network East Extra
(Realty)

00:” News Headlines
00: DEA (Replay)

: World News

UN World (Replay)
.World News
Design Classics

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' Chang, Chin-Han (1990) " Cultural Hegemony and television Cultural

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Chung, Wei-Wen (1993) "Cable TV" in Chang , Jui- Cheng( Ed)

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Jayakar, krishna (1993) Natlgnal Rgmngg to Internatigng Satallita
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R 11 k l O- 1 _(1991). Talpei,Taiwan.

" Satellite TV no pie in the sky in so-called Asian managemarket."
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Scott, Margaret. " News from nowhere." (1991) W
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Shrikhande,Seema (1993) SQ TV: Tha Aga at” Fag-Agata Telavisign,
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Straubhaar, J.D (May 25-29,1989) Tha aga aagl affagls gf gable TV in
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Straubhaar, J .D (1991) "Beyond Media Imperialism: Asymmetrical
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Straubhaar Joseph,et al. " Regional TV Markets and TV program
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Straubhaar, JD (1984) Brazilization Television: The Decline of
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Tracy, Michael (1988) " Popular culture and Economics of Global
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53

Tara UNIV. LIBRARIES
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