Cross-strait politics, home team loyalties and licensing disputes are combining to limit support for the Games. According to Nielsen, the opening ceremonies had a reach of 32 percent in Taiwan, compared to host nation China’s 60 percent.
In Taiwan, the rating for the opening ceremony broadcast, averaged for two terrestrial stations TTV and CTV, was 3.90.
“We had expected something more in the range between eight and nine” said Robert Hsieh, CEO of ZenithOptimedia.
Similarly, Hsieh has seen no gain in advertising. “There has been no boost,” he said. “Clients are spending more, but the money is coming out of the annual budget.”
Taiwan’s lack of enthusiasm is not entirely political. Christine Che, manager of the programming department at CTS, said: “The Beijing Olympics is a very important event, but Taiwan is just not that crazy about sports.”
Baseball is the domestic exception to this rule, and ratings grew for Olympic matches involving Taiwan’s baseball players.
During the first Olympic week, Taiwanese viewers vigorously protested the scheduling of contests featuring Taiwan athletes being broadcast at odd hours, and demanded that the National Communications Commission (NCC) tell the TV stations to give them top billing.
The four terrestrial channels TTV, CTV, CTS and FTV paid NT$260 million (US$8.3 million) for rights to broadcast the Olympics, and have divided the programming among themselves.
But in a hotly contested move, Chunghwa Telecom obtained rights to live-broadcast the Olympic games on its IPTV-based Multimedia-on-Demand (MOD) service.
MOD, due to its ownership by the national telecom, is defined as an open platform for content providers. CHT had to sell its shares in Elta Technology, the company with digital rights to the broadcast, before the NCC would approve their broadcasting.
CHT claims 190,000 viewers watched the opening ceremony live, more than double the 90,000 level for previous popular telecasts.
In Taiwan, the rating for the opening ceremony broadcast, averaged for two terrestrial stations TTV and CTV, was 3.90.
“We had expected something more in the range between eight and nine” said Robert Hsieh, CEO of ZenithOptimedia.
Similarly, Hsieh has seen no gain in advertising. “There has been no boost,” he said. “Clients are spending more, but the money is coming out of the annual budget.”
Taiwan’s lack of enthusiasm is not entirely political. Christine Che, manager of the programming department at CTS, said: “The Beijing Olympics is a very important event, but Taiwan is just not that crazy about sports.”
Baseball is the domestic exception to this rule, and ratings grew for Olympic matches involving Taiwan’s baseball players.
During the first Olympic week, Taiwanese viewers vigorously protested the scheduling of contests featuring Taiwan athletes being broadcast at odd hours, and demanded that the National Communications Commission (NCC) tell the TV stations to give them top billing.
The four terrestrial channels TTV, CTV, CTS and FTV paid NT$260 million (US$8.3 million) for rights to broadcast the Olympics, and have divided the programming among themselves.
But in a hotly contested move, Chunghwa Telecom obtained rights to live-broadcast the Olympic games on its IPTV-based Multimedia-on-Demand (MOD) service.
MOD, due to its ownership by the national telecom, is defined as an open platform for content providers. CHT had to sell its shares in Elta Technology, the company with digital rights to the broadcast, before the NCC would approve their broadcasting.
CHT claims 190,000 viewers watched the opening ceremony live, more than double the 90,000 level for previous popular telecasts.
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