July 22, 2009, 500 years of a solar eclipse astronomy wonders attract much attention at the same time, the long-awaited "Cultural Industry Promotion Plan" has also been the State Council approved in principle.
The process of broadcasting a number of digital work is included in the "Culture Industry Promotion Plan", from the cable TV network,glue stick mobile multimedia broadcasting, Internet radio, mobile TV and other emerging technological upgrading of cultural formats and business services to improve and enhance the national Industrialization of height, can not be said to be a solar eclipse is also valuable than the history of development opportunities, face challenges and opportunities,glue gun radio and television industry, how to revive it?
"Planning" should be made to revitalize the cultural industry must adhere to structural adjustment as the main line, accelerating major projects to expand the industrial scale, and enhance the overall strength of the cultural industry and competitiveness. To this end, eight key tasks to do: First, to accelerate the development of cultural creativity, film and television production, publishing, printing and reproduction, advertising, performing arts and entertainment, culture, exhibition, digital content and animation and other key cultural industries. The second is to fully mobilize social forces to accelerate the demonstration effect and the industry have a significant role in driving major projects. The third is to promote cross-regional, cross-industry joint or reorganization, training leading cultural enterprises. Fourth, overall planning, accelerate the construction of a number of industrial demonstration bases, development of regional and national characteristics and cultural industries. Fifth, the consumption structure of urban and rural residents continue to adapt to new changes and new demands of the aesthetic, innovative culture products and services, expansion of cultural consumption. Cinema Six is the development of theatrical performances to promote the cable network, cinema, digital cinema and publications issued by regional integration and prosperity in urban and rural cultural market. Seven is a positive development of mobile multimedia broadcasting, Internet radio, mobile TV and other emerging culture formats, and promote cultural industries upgrade. Eighth, to encourage and support the implementation of cultural goods and services export policy, expansion of international cultural trade.
1, the television media "soft edge" status: new opportunities for cross-border integration.
Paul called the Raleigh media philosopher Vincent in his "soft edge: history and future of the information revolution," the book pointed out that technology is only decide things can happen, not that the technology will have the inevitable consequence of the absolute.
Cable Digital technology allows urban families to be used for set-top box to watch TV, but the frequency of such use and users of the tenacity of this product is not just rely on technology driven.
TV media forms has undergone fundamental changes, from the division of the media channels are wired and wireless, open and closed the points, related to cable networks, satellite TV, terrestrial TV, mobile multimedia broadcasting, Internet radio, mobile radio and television many areas, especially since the first half of 2009, all appliance manufacturers have introduced Internet TV, the production advantages of the device hardware extension to the upper reaches of media content to the major Internet portal alliances, be downloaded to play online digital media services, forming a cable TV "border bottlenecks."
From the social, political, economic, technical people to seek the four dimensions of technology products to meet the rational and emotional level, is the only way for a new media development.
"Cultural Industry Promotion Plan" for the television digital process to provide more policy support, but also to the cable operators put forward higher requirements.
Shanghai Media Group launched cross-media expansion plans, the number of full-Hangzhou, China media business, Jiangsu, Kunming, cable and digital TV business integration, Shaanxi Broadcasting Network's "name collection" activities and "premium channel promotion program planning," and so on TV media in the "soft edge" status under the innovation and development.
Pre-digital conversion in order to promote policy-oriented, into the era after the conversion, you need to promote business and capital in order to get digital sound and rapid development process.
"Plan" to lower the access threshold, and actively absorb foreign capital into social capital and the cultural industries policy allowed to participate in joint-stock reform of state-owned cultural enterprises, the formation of public ownership is dominant and diverse forms of ownership pattern of the common development of cultural industries.
Capital to enter the cable television industry, emerging business fields, is the digital inflection point, into the healthy development of the time.
Shaanxi Broadcast & TV Network's chairman, said party secretary MASS MEDIA VOCATIONAL TECHNICAL, digital, users can see not only hundreds of sets of television, listening to the broadcast of high quality, but also self-demand TV, browse the TV magazine, send and receive television messages. Users can go shopping by television, pay water, electricity and other costs, the stock market trading, video calls and enjoy the training, distance education, the TV into a multimedia information terminal, as work, study, entertainment and integration tools.
When the next generation of TV households in emerging businesses in the people, the television media of the "soft edge" digital TV has become the "soft power."
2, cable TV, "the border bottleneck": business promotion, or administration to promote?
Development of network technology, has been for the whole interconnected network provides a physical link in the bottom open. Digital cable television business, in theory, would require the introduction of industrial mass production system in order to obtain the lowest cost on the economic significance and benefits maximized.
Basic digital cable service, only increased the number of channels, while in the graphic user interface design, customized television, part preview, the information stored query information, new business orders clearing of new television distribution formats, and many did not get to watch the market to use test case, the cable television executive, driven by cross-regional, cross-sectoral integration is also only a palliative.
Cable digital TV industry chain involves content providers, program integration, signal transmission, operations services, regulatory and user six links, each link and multilateral cooperation and trade within and outside the unit intertwined mix, particularly in information technology, Internet and digital technology continues to under development, cable television's "border bottleneck" phenomenon more and more obvious, cable TV is really unlimited wonderful?
Brought about by the business sector to promote the joint, in the Internet business model has been many times proved to be an effective market economy rules.
Alibaba B2B model, Taobao's B2C model, numerous buyers and sellers through the Internet, this information exchange platform for publishing and business to realize the social benefits of more than 2 1 1.
Cable TV is the MAN for the urban households, only the family's spiritual needs and life is a huge market demand, both far from being a very good demand for market development and use of smart cards through the cable TV network binding properties credit registries and the high-level personality traits with the user's special content consumption behavior of digital channels of data acquisition and analysis, developed a variety of value-added business services to users, with broad prospects for development, in the second largest cable television business, driven by better integration can only sustainable development.
3, the pay channel's cross-border cooperation "corona effect": The cultural products and services.
Total solar eclipse, the sun outside is a dark silver-white light, like a hat Side buckle in the sun, so called the corona. If the metaphor of a pay channel the sun, the moon compared to the digital media industry, content delivery, broadcast, order and other aspects of co-operation, when the parties to separate orbit, the Space Theatre will not produce astronomical wonders, will not attract many eyes to give full attention.
Media audience, "the phenomenon of fragmentation of time" and the media access "multiple selection" feature to enable customers to meet the diverse cultural needs of individual difficult, pay-TV content producers, like from the upper reaches of the river as media penetration to the lower reaches thousands households need to cross-border cooperation within and outside the industry, innovative cultural products and services in order to effectively break through the bottleneck into a virtuous "path dependence" state of media industries, "production, ordering, feedback, upgrade," the appreciation of the cycle.
"Path dependence" theory is that, once people made a choice, like a path of no return, inertial forces cause the choice of self-enhancement, and so you can easily go out.
The first clearly stated, "path dependence" theory is the U.S. economist Douglass North. He was with the "path dependence" theory successfully explains the evolution of law of the economic system, which won the 1993 Nobel Prize in Economics.
North believes that path dependence is similar to physics, "inertia", when entering a path (whether it is "good" or "bad") may become dependent on this path. Established a path in the future development direction will be self-reinforcing. People used to determine the choices they present and possible future options. Good positive feedback path will play the role of enterprises, through the inertia and momentum, resulting in the flywheel effect, and thus enter the virtuous cycle of business development; poor paths will play a negative feedback role in business, as bad luck cycle, firms may will be locked in a state of inefficiency caused by stagnation. Once these options lock, you want to get out will become very difficult.
The current premium channels industry, due to industrial B2C chain broke, "premium channels black", "black and white promotion program", landing some issues such as cable TV network, has fallen far short of "path dependence" of the virtuous circle, and even There may be reduced to a "doom loop" of the crisis.
Fully into the "post-conversion" era of how the cable operators will continue to enhance the operational capability? Conclusions based on authority, pay channel marketing is the best value-added services, digital television, all networks is the full-scale development of sustainable economic growth.
More than 100 TV channels, more than 1,000 columns show how to allow users to easily and efficiently check the content of information of digital television programs? High-quality digital media content to effectively transferred to the Order-to-home television screen?
Let the user take the initiative to order digital TV channels, digital TV will let users understand new features and advantages of the content of premium channels, only to know more, to love more widely, pay channels and excellent digital media content itself needs to be more more promotion and publicity.
Huaguang digital media interactive TV magazine TV-72, through the DVB data version "Horizon Navigation," and graphic printing Tribune "TV Wizard" media remediation strategies, the use of fixed directional custom, graphic video information with the new means of digital media content distribution, effectively break the constraints of digital media content distribution, transmission constraints, both operators can solve the bottleneck problem of dissemination of pay channels, but also solve the data broadcasting program viewing conditions are not good for two topics.
Interactive TV, TV-72 by the unique technical performance advantages of magazines and pictures of beautifully packaged text effects, Hua digital media combined with the actual digital broadcasting, providing various forms of digital media content, allowing operators plagued the launch of premium channels to find more close to the user's particular information access, pay TV subscription services to achieve continuous improvement, is the cable TV operators to effectively enhance the value of digital TV users in emerging media, the audience is to communicate the upstream content providers, users and the rainbow bridge.
Digital Cable in the process of experiencing "network is king, content is king and service is king" several times, the introduction of Cultural Industry Promotion Plan, the era of cross-border integration, "cooperation is king" is a beautiful "corona effect "landscape.