本文以香港電視廣播有限公司爲個案，分析其發展全球市場的策 略、成就及困難，進而探討傳媒帝國主義論述的不足之處。從該公司 的經驗可以看到，傳媒輸出者的營運策略取決於輸出者、輸入國政府 及輸入國人民三者之間的互動關係。三者的互動結果，直接影響到所 輸入的傳媒内容和形式。文章指出，傳媒帝國主義的研究，須著眼於 規範國際傳播行爲的法則和制度，以透視各方力量的互動關係和互動 的最後結果。

This study examines the inadequacy of the discourse on media imperialism by analyzing the business strategies used by Hong Kong Television Broadcasts Limited (HKTVB) in expanding its overseas market and what they have achieved. HKTVB’s experience exemplifies the case that strategies of a media exporter hinge on the institutional settings that regulate the interactions among the media exporter, the state of the importing nation and its people. The content and form of imported media products are also determined by the interactions among the parties concerned. It is also pointed out that studies of media imperialism should give emphasis to the rules and regulations in international communication to gain an insight into interactions among the media exporter, the state and the audience.