Abstract
In Taiwan, low quality of television (TV) programs is a huge problem since a long time ago. TV producers claimed that they can not make good programs without sufficient production budget. However, TV stations indicate that the revenue has declined sharply because the advertisement market has shrunk and new media has gained more market share. In other words, they have no extra budget to produce better TV programs. As a result, the quality of self-manufactured programs became worse steadily and the ratio of rebroadcast has increased gradually. In recent years, TV title sponsorship became popular in the People's Republic of China and the sponsorship is up to hundred millions of Chinese Yuan. This special sponsorship is to put sponsors’ appointed words in front of program titles so that the audience can see those words both during the program and advertisement. The attendant deficiencies include that sponsors are able to influence the content and the scheduling of programs. The audience has complained about the irrelevant content and the competent authority is getting more and more grievance. National Communications Commission has permitted the TV title sponsorship since 2012. The main reason is to attract funds to upgrade the quality of programs. Nevertheless, the money within the TV title sponsorship is a drop in the ocean for program production due to the small market in Taiwan. However, it will influence media diversity, editorial independence, and program integrity in a negative way. The main concern of this paper is to introduce the problem of TV industry first, analyze the legislation abroad, discuss legal interest which is affected by TV title sponsorship, and then sum up with the feasibility of the TV title sponsorship as a conclusion.