subject: On The Interactive Television Content System - Interactive Tv, Digital Tv, Cable Operators - Hc [print this page] 2008: building a solid foundation Interactive TV
2008, for radio and television cable operators, is not only a comprehensive Digital Year, two-way interactive television for years, is to meet the "triple play" of a solid base for building on! In the past year, our National Cable Digital TV Doubled the number of users are pleased, but even more to realize that the user not the same as the growth of business growth and breakthrough! In fact, the lack of business models for digital pay-TV-depth research, leading cable operators take a lot of detours, most attempts the results were counterproductive.
Into 2008, this "interactive TV start the year", Radio and TV Cable operators need to sum up experience, adjust their mentality, respect the objective laws of reality and industry to explore the cable operators are broadcasting their own "blue ocean strategy." Looking at cable operators to "interactive TV" in focus, how to conduct business and applications are often mentioned issues. Notice that this is not simply business or market planning issues, but also interactive television strategy.
At present, the "two copy" phenomenon is more common, the consequences rather passive.
First, copy the Internet. To many applications, copy, listed in the interactive television interface, as the application is suitable for television? Suitable for user needs? Content providers are able to get ongoing support? Have not done intensive research. Be described as "think of one is a" result of the research and development, marketing and other aspects of the great waste.
Second, copy the practices of foreign carriers. As everyone knows, the field of interactive television abroad has not yet achieved the success of a large number of events (BigThings), we are being explored. And because national conditions, legal and cultural environment, enterprises of different attributes, many applications do not apply to China. This "copy" in the IPTV The performance of the development is more significant, not only lost the advantage of television media, but lost the TV content of the practical and artistic.
Interactive television content system of different research directions, will naturally have different opinions and conclusions. In this article, the author is based on personal research, talk to the interactive television content system, some preliminary understanding of reference for colleagues.
Grasp the development and application of interactive television direction
For interactive television, the author will be classified as value-added services of digital television. Therefore, repeat I argue, "What is the direction of digital TV value-added services? "(Articles November 2007 No. P27?? Editor's note) the basic point of view?? From" attractive "to" useful "from" invisible "to" visible "from his own to use. Since the value-added services will include interactive TV, it means its not as traditional Radio and TV Alternative but to fall for a new market for interactive TV or their own new business, the following six key application.
1, TV replacement product direction and orientation of his choice. Popular talk is to study the "people at home if you do not watch TV, to what the media consumption?" "If people are not at home, to do what?" The purpose of the research direction is to allow interactive television to absorb as much as possible alternative part of the business as interactive television content.
2, non-media group's direction and the direction of non-telecommunications businesses. Words, is not seeking a large media group and the telecommunications group competition, but to find a new way out. Both telecommunications and broadcasting, both in the public nature of the service, the main focus of their business over the past two to monopoly or protagonists act of thinking; rather than supporting the position of standing for other public nature of the cause. Interactive TV application space, not just the business for their own services, but also in other public services as an accessory to do better, that is active as a bridge to other public services.
3, daily consumption of service providers, user direction.
