数字电视“整体平移”及可持续发展的机制分析

Analysis on Mechanism of Digital TV Overall Conversion and Sustainable Development

数字电视的"整体平移"工作是一项牵涉到千家万户利益的社会改革事业,只有按既遵循市场经济规律又保持数字电视基本公益性质的原则,才能保证"整体平移"的平稳营运。本文在"使用与满足理论"的基础上,建构了一个适应我国实际情况的数字电视平移的理论模型,并提出用精确传播的概念来把握数字电视的营运特性,以推动数字电视整体平移工作和数字电视产业的可持续发展。

The Digital TV overall conversion work is a social reform that relates to the benefit of thousands of households. With the condition of following the rules of market economy and maintaining the basic public nature of digital television, these principles will ensure that ＂Overall Conversion＂ will work smoothly. On the basis of ＂the using and satisfaction theory＂, this paper attempts to construct a theoretical model suited to China＇s actual situation for the Digital TV overall conversion, and puts forward precision-guided communication to grasp the operation characteristic of Digital TV business, so as to promote the Digital TV ＂Overall Conversion＂ and the Digital TV industry sustainable development.