From August 2006 formally promulgated national terrestrial digital TV transmission standard, to August 1 this year, will spend one year transition period, the standard will be officially implemented. According to relevant regulations, after a year of transition period, existing digital TV terrestrial transmission system more into line with national standards of equipment systems. Thus, the terminal receiving equipment (digital television, set-top boxes, etc.) will also bring a wave of replacement.
figures for China's future TV market, many manufacturers have a clear understanding of the digital television will bring tremendous business opportunities. exciting new business opportunities, but also exciting, but it also gives companies a little helpless. digital television market one machine by the transmission standard and local restrictions on operators affected by the process; the current hot set-top box market, market, manufacturers of the helpless situation is even more than one machine. because the procurement is set-top boxes through local carriers to implement custom forms, and therefore hindered the set-top boxes the industrialization process. In addition, local operators in the procurement of set-top box that appears when suffering too, is the shortage of funds operators face the most pressing problems.
In addition, the mobile digital TV, IPTV and other digital TV mode is also hindered due to various reasons the process of industrialization.
However, whether Digital radio and television to China digital TV industry will start to high growth, digital cable TV subscribers is expected to grow 66% by year-end, reaching 20 million; In addition, in the Chinese market is very distinctive, cable / network mode set-top boxes and integrated digital TVs , Digital Mobile TV, IPTV, etc. will also be a large-scale promotion and application.
However, the key problem in that there are many problems with it: the standard, operators and even the funds are in varying degrees, hamper digital TV industrialization process.
the first hurdle: standard more difficult
sharing digital TV ground transmission standard has been officially promulgated and implemented soon, mobile TV, mobile TV standards are brewing or preparation, but the standard have been introduced have brought new challenges.
Tsinghua University, Institute of Information Technology Research Center, digital television technology, deputy director Wang Xingjun told reporters that the China digital TV industry, the standard have been launched to bring a more complex situation.
Wang Xingjun, said: Bureau of Standards, Ministry of Information Industry of the standard, there are still many standards promulgated. So in order to fully integrate these standards will take some time to achieve. rivers have also publicly said that in the six cities arranged GB terrestrial digital TV, take some time, because the current national standard terrestrial TV can accept digital TV receiver of information there is room for performance improvement, while the GB transmission system equipment has not to achieve industrialization, large-scale production capacity.
Some experts suggested that in the standards development process, firms should also be fully involved.
to terrestrial transmission standard, which in fact is the problem with which the tuner. ground transmission standards in different regions need different modem, you can use the card from a way that, even able to channel part of the spin-off, consumers can enjoy according to their own patch of different carriers transmitted through the module to watch TV.
second hurdle: many operators, vendors supply of hard
digital TV operators in China and abroad, compared to more complex operators, in particular, regional differences are very obvious. This is due to historical reasons, China's cable network has been in a fragmented state, in many parts of the network by the local administration, such a decentralized management system, resulting in the network can not be unified planning, the county level of development of the network is not balanced, and the use of technical standards is very non-uniform.
In addition, operators to provide value-added services, the establishment of a number of value-added services platform, including billing platform and program guide, and so many. The technology platform for the present consumption patterns, in terms of digital TV is digital TV plus set-top box. After the advent of digital television, consumers in the purchase of television and changing the product's autonomy, but to unify the procurement by the operator.
harmonization of procurement, regional differences in the set-top boxes and integrated machine manufacturer into a conflict being. Many manufacturers have told reporters that now the production and sale of set-top box manufacturers is a combination of contradictions.
TCL STB domestic sales Xiong Ying, vice minister told reporters, according to the current set-top box products are all over the custom requirements of operators, and the requirements of operators in all regions but also very different, resulting in mass production set-top box manufacturers can only wait passively.
third hurdle: the overall conversion of financial difficulties
At present, there Qingdao, Hangzhou, Shenzhen, Dalian, Foshan, Taiyuan, Nanjing, Nanning, Yinchuan city in 25 cities completed the overall conversion of digital cable, cable digital TV users nationwide has more than 12 million. In addition to the pilot cities In addition, the provinces have started at least one region for digital TV conversion, digital TV overall conversion has been from , cable operators have begun a series of problems surfaced. plaguing digital TV operators have two main problems: First, financial constraints; the second is the application of deprivation. to Beijing, for example, in addition to the digital transformation of the network costs, free distribution of a set-top boxes per household capital investment to take 40 billion, funding the development of digital cable has become the biggest bottleneck.
due to lack of funds, in the network, many operators in the region can not afford to complete the network of integration the overall transformation, digital conversion only a small number of technical standards was carried out online; in the system, the first to spend several million dollars to build a small digital front end, with the overall conduct of large-scale conversion, and then continue to upgrade front-end system; In the set-top boxes, from cost considerations, the product can only choose the lowest price.
lack of funds for the future development of cable operators planted a huge risk. Therefore, the industry stakeholders are also actively seeking to address this issue Methods.
how to solve the huge financial bottlenecks?
Song Hua Luo, Marketing Director of Operations Gehua Bush will be expressed as the idea of the future development of open ends: one is packed into the channel of non-ideological content; the other end TV manufacturers is open, pull up to encourage the industry chain.
the Law of the ideas Bush has now really attracted the attention of machine manufacturers. In CCBN2007 on Tongfang announced that the company will spend 500 million yuan, 4 ~ 5 with the domestic cable operators work together to promote the domestic cable television digital work, the future will depend on the operating conditions, will further increase investment.
fourth hurdle: the content into the promotion of the ;
According to an earlier survey showed that: the majority of the audience more than willing to pay for the future development of television requirements are: first, good content; second, increase the Number of Programs; third, to the wide-screen development, increase the screen aspect ratio; fourth, improved voice transmission quality; Fifth, improve or expand the screen resolution.
It can be seen, the audience needs most is a rich content, and this is digital TV can really attract the user's way. However, precisely at this point, China's digital cable TV content providers can use to describe the poor.
current digital cable TV content offered by most of the original analog channel , plus several film and television, music, sports and other content-based professional channels, most of the content and professional channels of analog programs through the original digitally re-processed, which caused the contents of the old and boring. < br> in the .
eCapital Ran Wang, president, said three major issues of digital TV operators is the user, programming and transmission channels, one of the most critical bottleneck is the content. the lack of high-quality program content, the user will not pay this market to do much.
is looking for a solution which, however, including the use of private resources. Communication University of China Economic Research Institute, Hong Zhou Duo media pointed out that the involvement of private television content producers the policy of digital TV content production has broken through the bottleneck , program trading market is expanding.
lack of depth competitive digital TV
With the cable operators shift to all-digital video networks and providing video on demand (VOD) and other advanced services, and in order to deploy the new services, national carriers are actively promoting its cable television facilities, digital process.
When RGB Networks U.S. executive vice president of business development that Adam S. Tom, and the United States and Europe, the Chinese digital television market, there are still level and end-users from the regulatory challenges, as well as from how to reduce the cost of procurement of equipment operators, increase revenue while taking advantage of the pressure of various modes.
two major challenges constraining China digital TV market
cable operators in China are undergoing rapid change to digital, not the same as Europe and the United States is that China's digital TV market there are still challenges from the regulatory level.
industrial chain of digital television involved equipment providers, system integrators, network operators, content providers and content carriers and end-users, and other links in the Among the industrial chain, network operators, content providers, content operators form the core, and dominated the digital TV industry, they design, packaging and promotion to the end user a wide range of value-added services, access to the largest possible returns. However, due to the special nature of Chinese policy in China under the current regulatory system, in order to enlarge and strengthen the digital TV industry, need the cooperation of many departments in order to promote the development of Chinese digital TV better.
Apart from the government regulatory level of the challenges, they face another challenge: the shift from analog to network control and management of the process of increasing the number of MPEG video and audio streams.
Adam S. Tom, told reporters To meet these video processing demands, operators must deploy scalable and flexible solutions to meet the type of subscriber growth trends and network programming and services continues to expand, the same time, by providing a its advanced revenue-generating video services provide a flexible, scalable platform. flow grooming, statistical multiplexing, digital program insertion rate conversion and provides the highest density of cable TV industry solutions. As to a single rack unit (1U) deal with more than 500 video streams, radio, network processor (BNP) to provide greatly reduced the cost of advanced digital video services. , to 22.4 million), operators need a flexible type, the next generation of video processing solutions in order to increase user demand to smooth transfer, and provide value-added, cost-effective new services.
Adam S . Tom told the the traditional network to Gigabit Ethernet networks ASI conversion and digital video services. Meanwhile, the Broadcast Network Processor (BNP) also support the future deployment of advanced applications such as graphic overlay, localization, regionalization and the target of the ad insertion , and switched digital video. In addition, general scalable modulator (USM) supports the current variety of digital broadcasting services, video on demand and switched digital video.
racing and other sporting events. . And because the program as more and more users become increasingly fragmented, advertisers can not determine the target audience, it can not distinguish the quality of the audience, therefore, give birth to the United States also sent a more subtle approach, ad insertion method will partition the user's position according to the location, area code and other partition, and to provide a relatively personalized ads, which greatly ensure the advertising effect.
aimed at market segments, if a little change, emphasizing its individual, to strengthen its localization advantages, will be better targeted. certainly better than the original market of the United States started much faster.
achieved through the set-top box user's overall shift, but industry experts believe that if only the use of such programs not only slow, but will increase the overall cost of translation.
In this case, the card from the number of characterized TV-One began to face the policy side of the opportunity. Zhang Haitao, deputy director of SARFT and the Ministry of Information Industry, radio and television equipment Changbai people everywhere stand on different occasions that the card from the digital television is to speed up an important means to eliminate the important kinds of standard differentiation techniques.
Konka TV Hyperion Instrument Development Center vice president, said, number will be significantly accelerated the pace. machine manufacturers in terms of the development of integrated digital TVs will encounter many problems, the most important is the operator of this product is not very high degree of recognition, while operators conflicts, is not uniform, electronic program menu and the definition of value-added services and inconsistent, affecting one machine the versatility to make one machine needs to be based around the specific circumstances of operators to adjust the software accordingly, can not sell a large area. Deputy General Manager of Digital TV Business Unit, said Yang Anze.
Konka TV Hyperion Instrument Development Center vice president told reporters that one machine manufacturers in the digital TV to promote a need for a process to debug. the CA system, coupled with the letter number of carriers around the place there were irregularities in flow in different regions of the digital television system to produce the difference, a national market technical factors were divided into hundreds of plates of different sizes, increasing the one machine the difficulty of rapid industrialization. compatible as long as a landmark in the increase of three Hyperion believes that national certification standards for machine performance and achieve the unity of the terminal, if the export terminal operators, also introduced the relevant certification, will be able to protect the operators and machine manufacturers, seamless connection. In other countries, for digital TV industry chain and downstream interface has established standards to regulate, through the industrial chain and consult complete breakdown of standards and interpretation.
for this Director of Marketing has a confident but calm Qin Zhikun. He said that because Tongfang in the digital TV transmitter has a considerable edge, and as long as the use of digital transmitters with the side area, with the side of the digital TV products (including one machine) Accessibility receiver can achieve unconditional.
but if Tongfang involved in the chain so that the machine manufacturers are few. Therefore, how to speed up the industrialization process of one machine manufacturers should seriously consider, after all, one machine the market is real and digital display business functions to assume responsibility. As for the hardware set-top box manufacturer's technical requirements is not high, so in the early stages of the preparatory phase of digital TV, the face of a huge market, many companies have confidently into the R & D and manufacture of set-top boxes to go. However, the advance of the process of digital TV is far below the expectations, and set-top box market because of multiple reasons for the delay is difficult to achieve.
Information Technology Research Institute of Tsinghua University, digital television technology Research Center Deputy Director Dr. Wang Xingjun that, in order to promote the development of digital television, we must reduce the cost to the receiver; To reduce the cost of the receiver, it must achieve its large-scale production; in order to achieve mass production, you have to realize UIM, which show that the machine The importance of card separation.
In fact, most professional and people in the industry realize that the set-top box market is the key card from. UIM is to eliminate TV operators around the platform and the user needs differentiation, one digital TV machines and set-top box sales volume and level of effective programs. In short, the role of card separation is to make the set-top boxes and digital TV receivers, including the production of one machine to achieve quantifiable.
present, although the card from the standard has been established, but there are still several options available on the market vendor selection, which resulted in set-top box can not be mass production, priced too high, ordinary people do not want to foot the bill, so the only free distribution of set-top boxes used to achieve the rapid development of digital TV users purpose.
the free distribution of set-top box will also bring the two industries have to face. First, who will foot the bill? the cost of the current set-top box is mainly borne by the cable operators, but such high Touru causing heavy amount of funds used from the user recycle to the maintenance costs first to pay set-top box costs, can not quickly return to capital has affected the operator's initiative, this will inevitably affect the content and system equipment investment, and ultimately affect the overall figures TV industry to grow and develop.
Second, the unified custom operators, distribution set-top box to set-top box market competition is inadequate. set-top boxes currently on the market competition is mainly reflected in the choice by the operator rather than the user selected, so it is a vertical or custom sales model, therefore, competition is not sufficient. the main way to solve this problem is precisely the implementation of card separation, soft and hard separation, the set-top box into a general-purpose products and commodities.
A box can not meet the needs of people at different levels, the best solution is to send the most basic boxes, reserved for the personalized service interface to an extension. The most fundamental benefit is to provide a scalable interface that is implemented in the general value-added services for different individual needs, from different content providers to offer different services, it is not part of the cost of content provided by radio and television sector operators to jointly undertake.
which greatly saves the cost of the overall conversion, reducing the operator's business risks. from the current development of digital television look, your hair can not afford the box operators, most consumers can not buy up or do not want to buy, set-top boxes and other large-scale production of end products and full competition in the market to bring prices down, enabling operators to reduce set-top boxes due to a large number of gifts brought by the market launch risk. The fast development of technology make it difficult to envision what the future will be value-added services, no one can make no guarantee of future value-added business to make money. is not predictable a value-added business development of your box, not as cheap now made box, only the future value-added business card replacement. the sense of set-top box free competition, the audience still can not go to the mall to buy their own set-top boxes, and the constraints must be carriers. The solution is to establish as soon as the standard card separation.
In addition, shares of Beijing Gehua television network limited The company also collected from the consumer market, some feedback on the set-top boxes, such as the high price of machine set-top box, type less, the use of human and other issues is not enough.
Some experts suggested the existence in the domestic Internet companies back machine , Internet image quality is not high, we should increase R & D investment in the first, clean up the market disturbance factors, so that the potential of the company access to development; value-added services should also develop set-top box, so that set-top box operation more convenient and easy. < br> server does not address certain death
IPTV China for IPTV improvement, then China's IPTV must be certain death, the absolute go elsewhere.
chain is empty. five or six times, talk about IPTV there is no use in China, in the end how to develop? technical obstacles that? I think these questions have no meaning. IPTV end of the year if not pick up, I believe that China's IPTV will go elsewhere out. First, there is no way on the consumer to find out. History of Wei that from China after more than one hundred million cable subscribers, in the end how many users want to use a digital TV? how many users want to have IPTV? This is the IPTV industry to analyze a very important issue.
200 000 mm to only 0.5% of users. This involves a very important issue, not to say that Chinese consumers do not need to IPTV, the problem is, now the development of IPTV is a technology-driven, that is, IPTV equipment manufacturers have technology in difficult to do, to do the concept, and although there are operators to join, but consumers do not know what is ITPV, for example, a random survey in the street, our people do not know what is IPTV, how could he go IPTV buy it? For example, I often see a lot of newspapers online news, radio and television in the promotion of digital TV, many people say, I pay a monthly cable fee is 14 yuan, but now they give me add received a lot of money, people difficult to understand. so many places to promote digital TV, that they will retain their charge mandatory channel. way, and to remember that consumption.
second time and server problems. With the development of China's information industry, originally entrenched in the technical aspects of IPTV is not the issue mm although there is debate on standards, but are difficult to solve. History of Wei believes that the biggest problem is the current IPTV services side. ? who provide services to you? If no service, I think all the IPTV users will quit. R & D facilities, China Telecom, China Netcom, and other operators in the other, if the 3G license is not issued, and that China Telecom, China Netcom will certainly do the most basic IPTV as the focus of consideration. as long as the 3G license, mobile license in there , then the operators will certainly providers can choose the room too much, but few things can be determined. and then there is, and now the development of wireless access speed, bandwidth can reach 70 trillion, the largest U.S. wireless messaging bandwidth of up to 2G. to reach the 2G, the mobile wide range of streaming video service launched, then, IPTV market, where?
third, and now one of the biggest obstacles IPTV is the unity of the various departments can not. because of IPTV's home issues, the Ministry of Construction has established a special committee of a fiber. The two-way transformation in order to solve the problem, and all departments must integration requires co-ordinated planning, to discuss, find the entry point, IPTV have hope, after all, the industry chain is not just equipment providers can lead had.
reporter observed:
HD: Desktop TV new opportunities in high-definition digital content
approaching, more and more manufacturers to increase the desktop monitor TV promotion efforts, determined to get through the bridge monitors and television, the introduction of the traditional flat TV at the same time, next-generation high-definition HDMI interface, new keywords into the recent displays, the desktop can be consumer acceptance of the concept of TV?
compared with the traditional display, desktop, TV monitors within the integrated TV tuner and control circuit response This display can watch TV programs directly from the computer, and can also connect external devices such as DVD players, so really become home media center PC.
these products has long been a matter of fact, but can not do television signals and computer signals perfect unity, it has been a tepid, but with the coming of HDTV, and more and more HD content appears, the limit is gradually being broken, LCD display makes the popularity of the and the intersection where the display manufacturers.
Desktop TV kernel is on the desktop, TV was given two meanings. The first is the competition itself, the monitor manufacturer, LCD monitors competition has been fierce, the homogeneity to watch HD content, HDMI interface, mentioned the concept of a desktop TV has naturally become the main selling point of the current ; second is high-definition TV market segmentation, it is undeniable, great business opportunities.
main push now to 19-inch BenQ Desktop TV not the space and features integrated digital televisions, digital is no longer confined to the living room. are increasingly playing the role of LCD TVs, coupled with the PS3, Wii, XBOX game consoles and other applications, l PC + TV + games r the convergence of three major application platform is the trend.
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