台灣近年討論本地影視業的不振時，經常以過多業者競爭有限廣告量為由解釋之。對此，本文首先指出非生產性的影視業才會完全仰望廣告的支持，其發展的高度繫於工業資本的行銷支出。生產性的影視業資本為了完成自身擴大再生產的使命，會戮力投資可吸引閱聽眾直接付費的內容，在廣告量的基礎上再開發各階可收費的映演渠道，向生產性活動轉型。藉美國影視業發展經驗論證此說後，本文進而指出高度依賴廣告營收的台灣影視業，即為非生產性的低度發展格局，其總體的政治經濟前因為台灣出口導向的發展模式促成九○年代本地廣告量的非常態增長，吸引資本流入影視業的非生產性部門，即擴張頻道以利吸收工業資本變異膨脹的行銷支出。兩千年後廣告量的非常態增長結束造成影視業不振，非生產性的資本以引進境外產品救亡圖存，造成影視業生產部門進一步萎縮。

It is said that the over-competition for limited advertisements has caused the underdevelopment of Taiwan video industries. However, the argument might go intuitively that neglects the unproductive aspect of the advertisement-oriented structure. This article tries to explain the ceiling of marketing spending from industrial capital would lead the capital of video industry to develop windowing system for price discriminat ion and become a productive sector, which is able to fulfill expanded-reproduction. By illustrating this based on materials from U.S., this article argues that the abnormal expansion of advertisements in the 1990s, which was triggered by deregulat ion of market that released the accumulated potential of private consumption in Taiwan, made the capital of video industry busy on establishing new channels as many as possible, rather than improving the productive investment in this sector. This phenomena is described as the circulation part of capital has dominated the whole process. After the end of abnormal expansion of advertisements in the ear ly 21st century, the crowded exhibit ion market, which was supported by poor production sector, bought cheaper foreign products to sustain the vulnerable system while the monthly fees from subscribers have been used partially in programming. This miserable unproductive aspect of Taiwan video industry have made the production sector shrinking further.