Digital TV technology brings the television industry: opportunities and challenges

The tide has swept through the global digital TV industry, digital TV, with its high quality, high-capacity, interactivity, and value-added services, such as load-bearing capacity is strong advantages become historical necessity. United States for cable TV has completed the digitization and plan 2006 completion of terrestrial digital television from analogue to digital transition; Japan is scheduled in 2006, the implementation of digital TV national coverage; the EU also calls on all its Member States in 2012 the full realization of digital radio and television. In our country, the work of digital radio and television had been included in the Department of State, the State also has developed the process table and TV digital, plan 2015 a nationwide off analog TV. Digital technology for broadcasting, is a double-edged sword, while promoting the broadcasting digitalization, information and industrialization, on the one hand, and brought foreign strong media and competition in the domestic industry. Some multinational companies and media giant has been eyeing, would like to take advantage of the financial and technical advantages to our areas of radio, film and television; and telecommunications and the Internet industry, the rapid growth of its business is gradually expanding to video audio field. In this environment, our television industry have to accelerate the pace of digital and meet the challenges and opportunities. First, our progress and TV digital work in our radio and television programme production and playout already digitized, satellite and fibre-optic cable trunk line transmission has also been launched digital, wireless and cable television distribution network transmission or analog signal, that is, client or simulation, radio and TV digital essentially receive terminal digital. Our own 3.4 million television households and 1.15 million cable TV users, huge user base, SARFT hope from impact starting with large cable television, digital cable TV overall transformation programme to efficiently achieve DTV transition. Since 2001, SARFT national 66 cities and regions, launched a pilot project of digital cable TV. Currently, Qingdao, Dalian, Hangzhou, Foshan, pilot cities has become a more successful overall conversion mode, information technology, localization, personalized service to promote the conversion of digital cable television, so that the whole digital cable television households become into integrated service platform and modern information services important platform. In these places, General cable TV households can "set-top box + TV" way to enjoy radio and TV, culture, entertainment, information, services, and other multimedia information service. This year, the television and the China Development Bank signed the development finance cooperation framework agreement, the implementation of the overall transformation of pilot cities in financing, operating across regions, and diversification of the services granted adequate incentives, in order to actively promote cable TV digitization process. Second, the development of digital video services to make online video digital technologies have already realized, IPTV, mobile TV as new media, has become the current digital video technology development of hotspots. Operators are optimistic about this emerging media potential business opportunities, develop value-added services in order to attract more end users, to win greater market and profit margins. 1. the IPTV market is interactive IPTV, Internet TV is a broadband network to home users for digital TV, VOD services, information services, and features customized services, and other interactive services of new technology. IPTV can be an "Internet + computer" mode or "wired network + STB + TV" mode. Since 1999, the United Kingdom telecom operator Video Networks first to offer IPTV services, global, warming up IPTV craze step by step. Currently, the European and North American portion of the country's telecom operators are already actively promoting the IPTV service, France Telecom has launched business in Lyon, Netherlands Belgium Telecom, Telecom, Telecom Austria Telecom and Norway are for IPTV commercial experiments, some internationally renowned company is also committed to research and development to promote the development and application of IP network equipment and programmes. Foreign current basic by Telecom operators in its DSL network and optical network providing IPTV service, generally use and Telecom bundling of tariff policy, making full use of the telecommunications market advantages have to provide the user with more novel and more favorable service, a cable television company strong competitors. According to market research company MRG publishes research reports, it is expected that in 2008, global new IPTV user quantity from 2 million in 2004 increased to 26 million.

Domestically, IPTV has become the focus of development in 2005. China Netcom announces expansion into IPTV, you want to add this as a new profit growth point; Dalian Netcom, Telecom, Yichun Netcom, Sichuan, Shanghai, Shanghai Telecom and mobile operators to test IPTV business, has been able to provide the business; at the end of 2004 at Beijing radio and China Netcom to build the "Beijing NET vision" SMG's subsidiary Dongfang network television limited first got television issued a licence for IPTV, allowed to operate to a TV set, a handheld device to receive terminal of audio-visual programmes communication business, currently they formally and China Telecom, China Netcom, UTStarcom, merchants join forces in the country 18 City secret doctrine of IPTV. 2. Mobile TV market v mobile TV is the use of an associated operating system and video capabilities of the mobile phone to watch TV programs, including news, sports, mobile TV, etc. People in any free time, you can listen to a mobile phone to watch their favorite programs, this will be a very huge potential market. Currently, Japan, Korea, the United Kingdom, Italy and other countries have begun to offer mobile TV business. United States in the 20th Century Fox television companies also established a new Department, specializing in the production of mobile TV, already provide over 100 Mobile program fragment. According to the Ministry of information industry, statistics show that as of the end of April this year, the number of mobile phone users in China to 3.53711 million, mobile penetration rate 25.9%. It is estimated that by the end of 2005, China Mobile phone user will have half the mobile phones using color cell phone WAP page at the same time browsing and sending MMS (multimedia messaging, namely "

MMS "), by 2010, mobile phone users will exceed 4.5 billion. With the proliferation of mobile phone function and the improvement of the network environment, the development of mobile value-added business valued highly, and mobile TV is considered secondary SMS after a tremendous profit business. Shanghai recently and China Mobile to provide mobile TV business, including Oriental TV, news, integrated channels, sports channels, entertainment channels, business and lifestyle six television channels, while also providing news download service. BMAC mobile television will be launched to the public in the second half of this year 10 copies or more mobile phone TV. Third, the television industry opportunities and challenges with IPTV, mobile TV and new media in the test, other parts of the press operator wishes to enter into radio, audio/video services market surging undercurrent. Digital technology and the opportunities and challenges always co-exist, which makes the television industry has clearly felt the face of competition, the market for digital radio and TV for a change of employment not much time. Therefore, we must use our limited time, take advantage of the current policy of strong support and accelerate the pace of digital, the consolidation of the television industry has been in the market, and develop new business, develop new markets. (A) the television industry opportunities the television industry from the day of birth is positioned as the mass public service career. The nature of the institutions for many years, so that the television industry has been a lack of market management strength and experience. Decades of technology and management mode, so that the television industry has long relied on television advertising as a primary source of income, it is difficult to find a more appropriate value added services to develop and grow industry market. Digital radio and television to broadcast television industry has brought a surge of the spring breeze, digital platform greatly expand the television industry's business areas. 1. grasp the technical opportunities of digital technology, network technology enables the diversification of radio and TV services. The television industry not only provides traditional radio and television services, but also to seize the terrestrial television, satellite broadcasting, mobile phone TV, IPTV and other new technologies, new market development, popularization of radio, film and TV multimedia information terminal, on the basis of the public service, pay TV, multimedia information services, video-on-demand, e-commerce and other value-added service that implements a variety of business integration, open, personalized information services to meet all types of users in urban and rural areas where access to a rich, multidimensional information needs, the formation of competitive forces. Development of radio and television services has three advantages: (1) more powerful audience base

Relative to the telecommunications and computer technologies, television development started relatively early. According to statistics, in the city, the computer penetration rate was 26%, the television is reached 126%, whereas in rural areas, only 1% of computer penetration rate, and color TV penetration rate reached 65% of radio and television programmes has become a lot of family entertainment and education of the primary ways, so the television industry has a strong audience base. (2) of the content industry's advantage in film and TV production and management is currently the television industry's leading industries, is vigorously promote the development of digital television, to a certain extent also pull up TV content industry development, speeding up the exchange of content resources. Currently, the country on content creation and playback is not fully liberalized, the television industry occupies a video contents of absolute advantage. "Content is King", the content determines to listen to, ratings, leading the user loyalty. Currently, despite the fact that many businesses focus on IPTV and mobile TV and other new technologies in the hidden business opportunities, but lack of attractive programming content backed by. Radio and television can use their strong content resources and network operators to jointly develop IPTV, mobile TV as new market, so that the content industries more diversified and market-oriented. (3) broadcast quality advantage currently restricted because of network speed, telecommunications operators via a DSL network provides network television service quality far cannot and digital cable television provides quality, especially compared to the big screen TV's rising, HDTV, the requirements of the program quality, the more reflect the wired broadband network of absolute advantage. 2. seize market opportunities as IPTV present circumstances, it is suitable for doing VoD, not fit for doing a lot of broadcasting operations and the live business, so also does business with radio and video fiercely conflict. The television industry can seize the time to promote and grow their digital works in IPTV, mobile TV, new media, new technologies market cultivation period, a delegate of some enterprises in the lead market test to gain experience for future large-scale marketing Foundation. Digital radio and TV industry will make a new service and management mode, but also fostering the enterprise more market opportunities. IPTV, mobile TV and video service also totally utilize video aspects of great content inventory, let them flow, producing assets can be profitable. TV industry you can break through the advertising alone to generate a profit of "legs" of the situation, provides the user with a variety of public service and special services. At the same time, value-added services with telecommunications operators to compete in the television industry in the industrialization of the road can go faster.