日本数字电视的发展及对中国的启示

【作者】 杨豪；

【导师】 赵中颉；

【作者基本信息】 西南政法大学 ， 新闻学， 2008， 硕士

【摘要】 数字化的推行使电视迎来了高清晰的多频道时代,这一新兴的综合交流信息平台逐渐实现了在技术上、功能上与信息、通信领域的相互融合,使21世纪的广大受众从“看”电视时代进入了“用”电视时代。随之,传播环境将发生一系列改变,传受双方关系也会产生微妙的变化。数字电视运营方希望最大限度地取悦受众,吸引受众付费收视,从而获得巨大经济效益。但同时,大众传媒的责任又要求数字电视在提供丰富多彩内容与服务的同时,必须产生促进社会进步的意义。受众自主地掌握遥控器,选择什么和不选择什么都在付费面前有了更多的慎重。并且,资讯、点播、购物、游戏、互动等一系列功能的综合使数字电视这个媒介中的“战斗机”对受众的控制欲产生了极大的怂恿,使他们再也难以忍受那些不能满足自己需求的内容。数字取代模拟已是必然趋势,为了在数字化发展中抢占先机,世界各国都加快了广播电视数字化的进程。我国数字电视的推行得到了政府部门的高度重视,有着强有力的政策支持与巨大的市场潜力。在整体转换上也一度出现了如青岛、佛山、杭州等的成功模式。可以说在发展之初是比较顺利的,但却在推广道路上困难重重,如今更是面临着资金短缺与节目匮乏之类的瓶颈。究其原因,大致分为两方面:硬件落后、软件不足。日本在数字电视技术的开发与应用上一直处于亚洲乃至世界领先水平,数字电视转换之路已行多年,大部分取得了相当的成效,如今的运营模式也趋于成熟。通过对日本数字电视发展路径的了解,对其运作特点进行分析与解读,并通过他们的困惑来研究其即将实施的计划等,可以看出,日本数字电视在推广运营初期虽遭遇了不少麻烦,但依托其先进的技术,加上对软件的重视,如今的普及之路逐渐步入了坦途。中日间对数字电视的发展在目标规划与重视程度上有着许多共识,走在前端的日本有不少经验和教训是值得我们借鉴的,尤其是他们对“软硬兼施”的理解与落实,无论在理念上还是行动上都能对我们产生极大启示。因此,本文在上述内容的研究与分析中试着找寻“可以攻玉”之“他山石”。本文首先对数字电视这一新事物进行了重新认识,并简单概述了目前数字电视在世界上的发展情况。然后回顾了我国数字电视的发展历程,对卫星数字电视、地面数字电视、有线数字电视的基本情况进行了梳理,并总结了我国数字电视发展的政策规划。通过对我国数字电视目前状况的分析,考察了我们在数字电视发展中困惑:一方面,担忧数字电视将在何种程度上改变传受双方的关系格局,这些改变是否有利于受众对这一新兴媒介的积极使用,又是否会影响社会文化的进步。另一方面,我们又在实际运作中遭遇到了制约其进一步拓展的瓶颈,即节目内容匮乏、资金不足、运营模式不成熟、受众积极性不高等。接着,本文从日本数字电视发展概况出发,考察了日本数字电视的发展路径,并从以下几方面总结出其在运营推广的主要特点:先进的技术标准、政府色彩浓厚、数字化推进及宣传、主要运营机构、节目与价格、受众调查。同时,还以日本Sky PerfecTV先进的服务体系为例,集中地对日本数字电视发展的典型进行了实际层面的感受。于是,分析出日本数字电视在运营中产生的困惑,包括国民兴趣不大、受众相关知识的缺乏、数字电视相关设备昂贵、节目内容缺乏新颖等。根据此再来研究日本在2011年7月24日模拟信号全面关闭前的冲刺计划时,发现他们不仅针对已有的问题提出了针对性的解决方案,还在普及进程上采取了新的措施,使全国上下都对数字化的全面实行充满了信心。本文最为重要的第八章提出了由日本数字电视发展所带来的启示。政府大力支持、积极鼓励民间力量、适度利用法规指导是日本数字电视成功的保障;“软硬”兼施、内容为王是其成功的关键;深入宣传以形成良好舆论氛围、注重受众意见与多样化服务、把握时机推进转换工作等都是其成功的重要因素。基于以上总结,文章最后试着对我国数字电视的未来发展提出建议:应注重将受众研究摆在关键位置,积极倡导媒介素养的培养,落实内容为王的运营理念,并在把握持续性拓展的资源储备中,促进经营管理模式的成熟化,加快网络整合,加大研发力度,加强人才培养。更多还原

【Abstract】 The push of digital affords TV with a multi-channel era. This new integrative communication way is gradually introjected with the information and correspondence field technically and functionally, which helps the 21^st audiences enter the "using TV set" era from the "watching TV" era. But at the same time, it also changes the transmission environment and subtly changes the relationship between the provider and the audience.The digital TV operators hope to please the audience maximumly and attract the paid audience, so as to get more economic income. But the responsibility of the pubic media requires the digital TV to promote the progress of the society besides affording colorful programs and service. The audiences control the remote device by themselves, so they become more careful to chose or not chose one when facing paid TV programs. The integration of information, ordering programs, shopping, games and exchange makes digital TV- "fighter plane" of the media-drive the audience’s control desire, and let them can’t tolerate the unsatisfied programs.The replacement of simulation by digit is an unavoided trend. In order to occupy the start, all of the world speed up the digital process. The Chinese government pays much attention to the push of digital TV in our country so we have strong policy support and huge market potential. The successful holistic change mode also appears in Qingdao, Foshan, Hangzhou etc. The development at the beginning is very good, but the popularization is very difficult. And now we are faced with the problem of lacking capital and programs. The reasons can be concluded as the following two: the weakness of both hardware and software.The development and application of the digital TV technology in Japan is at the top of Asia, and even the whole world. The digital TV transmission has developed for many years. Most of them are very successful and now the operation mode is more and more mature. Through the comprehension of the digital TV development process and operating characteristic in Japan, and researching their under- implement plan, we can see that the popularization of the digital TV has many obstacles. But supported by its advanced technology and highly attention to the software, now the popularization road is more and more smooth.China and Japan has many mutual sense on the plan and importance of the digital TV. We can absorb Japan’s experience and lessons, especially their understanding and implement of the "simultaneous development of the hardware and software", which is very helpful theoretically and practically. So this thesis is trying to find out the solution to this problem on the base of the above research and analysis.This thesis restudies the digital TV firstly and summarizes the development of the digital TV in the world. And then the thesis reviews its development process in China, coordinates the condition of satellite digital TV, ground digital TV and cable digital TV, and summarizes the policy plan of the digital TV development in China. Through our analysis of the present condition of the digital TV, we find out the two confusing issues. On one hand, we are worried about to what degree the digital TV will change the relationship between the applier and the audience, about if it is good for the audience to use the new media actively and about if it will affect the cultural progress of the society. On the other hand, in practice we encounter the bottleneck—pinch of program content, capital scarcity, immaturity of practical mode, the low enthusiasm of the audience, etc—that restrict its further development.And beginning with the general development of digital television in Japan, this thesis reviews its development pathway and finds the main characteristics of its extension and practice: advanced technical standard, concern of government, publicity and promotion of digital, leading practical institutions, programs and price , and research of the audience. Taking the advanced service system of Sky PerfecTV in Japan as an illustration, the representative development of digital television in Japan is learned through practice. Then the baffled situation, including little interest of people, audience’s lack of correlative knowledge, costliness of digital television devices, hackneyed program content and etc, is found. According to the springting plan of overall closure of analog signal before 24^th July 2011 in Japan, they have found solutions to the existing problems and new measures for popularizing course to make all of the country full of confidence of carrying-out all-around.Chapter eight, the most important of this thesis, gives out the illumination of digital television progress in Japan-great support from government, encouraged nongovemmental power and temperate supervising of statute make sure success of digital television in Japan; dominance of content and emphasis on both hardware and software play a key role in its success ; embedded propaganda posing a good public atmosphere, attention to audience’s advise and diversification of service, and well-timed transformation are important causes of its success. Based on the mentioned summary, this thesis at last tries to make suggestions for the future development of digital television in our country: emphasis on researches of audience , advocation of training the quality of medium , carrying-out the content-dominanted philosophy, persistent expanding of resource reserve, promoting the mature of management mode, expediting integrating of network and strengthening studies and training personnel.更多还原