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This study examines the impact of cable television on Taiwan's election campaign strategies, the implications of political affiliation/ownership of cable television for political campaigns and cable's role in Taiwan's democratization process. The results show that cable has provided an alternative platform for the opposition parties and encouraged the emergence of rational politics in Taiwan. More campaign media budget has been allocated for this emerging political medium, campaign candidates and staff are taking a proactive role in expending their cable airtime, especially in popular political call-in/debate programs, and the nature of the cable political programming is fostering more issues-based campaigns.