【作者】 陈敏利；

【导师】 夏琼；

【作者基本信息】 武汉大学 ， 新闻学， 2005， 硕士

【摘要】 模拟电视时期,以广告为主的盈利模式已经衰退,开掘新的盈利点成为电视产业发展必然。随着数字技术在世界范围的普及与应用,广电媒介的数字化应运而生。电视产业的数字化、产业化将改变原有的运营模式,创造巨大的产业价值。 从80年代开始,美、英等西方国家已经开始电视产业的数字化进程,美国、英国为代表的西方国家发展最成功,产生了HBO、BSkyB这样的跨国集团。南非的经济水平与中国接近,但其数字电视运营集团MIH却已发展成熟。介绍国外数字电视产业的成功经验,可以为国内数字付费电视的发展提供借鉴。 中国的电视产业数字化进程始于90年代末,在2004年广电总局提出“数字发展年”、“产业发展年”后进入快速启动期。政府在数字化进程中,扮演着重要角色,因此,本文用一章节对广电总局对发展数字付费电视作出的相关政策与政府规划进行了梳理。在广电总局的力推下,“整体转换”模式在全国铺开试点。前期的试运营情况如何,产业价值链的协作通畅与否,运营模式是否合理,付费电视市场能否打开……经验的总结与分析将对中国数字付费电视发展具有重大借鉴意义。电视的数字化与产业化,造就了由内容提供商、平台运营商、各地网络接入商、设备生产商及终端用户构成的新的产业价值链。对各环节发展中出现的问题进行分析,并探寻中国数字付费电视发展的途径是本文的重点,也是本文最大的价值所在。 数字付费电视在中国还是一项新事业,盈利模式的建立、付费电视市场的培育与发展、市场的开放政策力度等困难不可避免,但是从政府决策层到产业界,从社会资金到各方力量,都对数字付费电视的发展充满信心。更多还原

【Abstract】 In the imitated television period, the earnings mode focused on advertisement has already declined, turning on the new earnings mode become necessarily. Along with the popularization and applications of the digital technique at world, the digital broadcasting medium turns to emerge .The digital television trade will change the original management mode, and create great industry value.Since 80’s, some west countries have already started the progress of digital television turn progress, and the trade developed successfully, produced some multinational groups, such as HBO, BSkyB. The economic level of South Africa is closed to China , but its digital television trade group, MIH, has already developed maturely .To introduce the successful experience of the foreign countries can contribute to our country’ digital television enterprise.In China, the progress of digital television trade began from the end of 90’s, and went into a quickly start period after Broadcasting Bureau putting forward the 2004 as "digital development year" & "industry development year" .The government acts as an important role in the progress ,so, it will be necessary to know the related policy and the government programming. Under the "holistic switch" policy, there are some experimental units around the country, that experience will benefit the digital television enterprise. The television’s digital and industry formed an industry value chain, including program provider, program-integrated flat, everyplace network-service, equipment producer and the end users.The pay digital television in China is still a new trade; it will face many problems, such as the establishment of the earnings mode, the development of the market, the policy on the enterprise etc. The difficulty can’t be passed, but from the government to the industry field, from social funds to everyone’s power, all have the confidence to conquer the difficulty and are ready to promote the enterprise in China.更多还原