摘要
这将是一场真正的革命,不管带来革命的是一直雷声大雨点小的数字电视,还是当下风风火火的IPTV。
Alter the last year's European Cup soccer matches were ended, very few people paid attention to a simple statistical analysis which indicated that TV viewing rate was significantly dropped because many websites offered splendid parts of video recording of last night matches. Recent survey shows that about 55% families which own TV sets will have at least one connection with non-traditional networking systems. People of the industry have sensed the change and begun to make preparation for the change. They are willing to invest on these new gadgets, such as digital TV and IPTV. Though everybody knows that Chinese TV market is a gold mine, they don' t know how to get access to the market. There is no a clear-cut path leading to the market. Differed from the Internet or 3G, the former possessed some grass-root characteristics and the latter becomes the state determination and is driven from top to down, the transformation of the TV industry lies between the two industries. The emergence of IPTV further extends the industrial chain of the TV industry, not only telecommunication carriers and broadcast operators join the game, but new comers like Shengda, a winner in the capital market and giant equipment vendors such as Huawei appear in the industry. People may neglect the real transformation when they eagerly talk about who will obtain the 3G license or which solution will be adopted for streaming media. What needs to be solved for either digital TV or networking TV is the technology of transmission channel. Individualization and interaction are the real targets for the future TVs, that need to transform from mass production to large-scale customization. The present mass-oriented program production and marketing cannot meet the needs. In order to initiate the new market, the TV industry must show the revolutionary brave-ness which is the real challenge as well as the chance. (see p66)
