media diversity, program type, program scheduling, vertical diversity, horizontal diversity
Diversity is essential to quality of TV programs in broadcasting. Under the changing environment of Taiwan TV market, it is a good opportunity to examine the programming diversity of different TV channels when faced with fierce market competition. This paper reviews the related literature of diversity, tried to operationalize the abstract concept and to develop the measuring method to guide the assessment of programming diversity. Nine years of programming data from nine TV channels in Taiwan were collected for data analysis. The programming diversity was measured by the variety of the program types (vertical programming diversity) and the options of the program scheduling (horizontal programming diversity). The purpose is to provide a systematic data to show the amount of program diversity available and the diversity principle implemented under current Taiwan TV industry.