The programming and advertising on television have been long and highly dependent on the strategies of direct and indirect manage ment in Taiwan. In this research, direct management is defined as that the programming and advertising are sponsored and managed by the TV station personnels. Indirect management is that the external broadcasting organizations are responsible for specific periods of time of advertising or programming. In the past, especially at the time of oligarchy in broadcasting, the programming and advertising are dominated by the sponsors. As a result, in terms of human resources and sponsorship, indirect management is the main strategy for the three television broadcasting companies in Taiwan. However, because of the increasing number of cable TV and satellite TV companies, the rising consciousness of protection of copy right, and increasing diversity of marketing of television, the domination of sponsorship in the process of advertising and programming has been highly influenced by the buyers or the audience. In other words, the opinions of the audience and the programmers have played an import ant role. As a result, nowadays, the strategies of management of programming and advertising have become diverse in Taiwan.
The main purpose of this research is to identify what the changes of television management and marketing are after cable television companies appears as strong competitors to each other. This research first examines the background of the management and marketing of television in Taiwan. This research also examines the influences of transformation of industries on television management and marketing. Finally, this research predicts the future of television management and marketing in Taiwan.