我国数字付费电视发展研究

华中科技大学硕士学位论文我国数字付费电视发展研究姓名：陶元申请学位级别：硕士专业：新闻学指导教师：石长顺20041001I2003:IIAbstractweadvancedthestrategythatchangeCable-TVfromcybertodigital,andusethemeansofdigitizationtointegratethedigitalnetworksystem.However,untilnow,DigitalP-TV,whichgainsmuchapplauseofsomeexpertsoneyearago,isstillinaverydifficultcondition,anddoubtedbymanypeople.Fromearly2003,ChinaBroadcastingAgencyhadenactedsomepoliciesthatuseDigitalP-TVtopromptthedevelopmentofDigitalTV.Butinpractice,wefoundthatbecauseofthelackofexcellentDigitalP-TVprogramandthelongwaythewholemarketsstillneedtogo,DigitalP-TV,justastheonlypowertopromptthedevelopmentofDigitalTV,isespeciallyhardtoaccomplishthegoal.ThisthemefirstlyprovedthatDigitalP-TVnowhasbecomethemainstreamofthewholeworld;SecondlydiscussedthepolicieswhichhadissuedbynationaladministrationfrommicrocosmicandmacroscopictwoaspectsandthenscannedthewholeprocedureofDigitalP-TVfromyoungtostrengthen,illuminatedthekeyrestrictivefactorthatexistedinthedevelopmentofDigitalP-TVofourcountry.What’smore,thisdisquisitionsuggestedaseriesofactivestrategiestomeetthosecrucialproblemsthatrestrictthedevelopmentofDigitalP-TV.Undoubtedly,itisalsothecontributionofthistheme.Keywords:DigitalTVPay-TVStrategy_____11·“[1]200321.1“”DTV20901-11(HDTV)70035mm(SDTV)500(LDTV)200-300VCD2()()()3“”PayTV3PPV“”“”1.216-8DVDCD230144590%[2]1.35500622.1ABNAMRO3.44336%2.934[3]84%64%48%39%30%13%ABNAMRO200691%75%50%CASBAA201045%1.572.281.28533579020101.66CASBAA58%2002130201031081%20102/3DTH19%12%4.520105.55[4]IDC20035240020074900[5]()20052004(2500)72.1DataMonitor2.1.119982006200435200620071600103720299.35%200616782003153020041600[6]20061231FCC8FCCBroadcastFlag20061FCCPowellPowell(1)20022003HBOShowtimeDTV(2)2003121()100DTV(HDTV)(3)(750MHz)(4)HDTVDTV(5)DTVDTV2006123113[7]2.1.219966CS(CommunicationSatellite)1998720001211000BS(BroadcastingSatellite)200118110CSCS20032006201085%201592.1.3ITC2002123141%2003(BskyB)700(NTLTelewest)220(Freeview)16043.9%[8]BskyB20039126302002-20032.6BSkyBBritishSkyBroadcastingGroupPlc2003199813.3680[9]2.2120038310200312122003112920299.35%200320022.3%20033200220032003Euro1080SA200231%200339%SA[10]20031084199320075FCC200611Informa20021040001900200090eMarketerHDTV550020032002.3BskyB7002003BskyBBskyB1BSkyB1998850040BSkyBBskyB2BSkyB50EnglishPremierLeagueBSkyB2000BSkyB1166BSkyB2003639585160120Sky[11]3BskyB96122-22-2SkyBskyBSkySportsActiveDiscoveryQVCMTVHits2002211MTVHits450%/13320033.1120033200032003220021224142003711[12]32003114152003724[13]3.2200311141121635001231500300017290[14]1830[15]33319332448203.3200342010200530002010201512200520082010201532005200820102015421200311463.12003406[16]2004839223.22003.9.1122004.8.92004.5.82003.9.173242003.11.12004.1.12003.9.12003.12.12003.12.1232003.12.12003.11.12003.11.12003.11.12003.12.282003.11.12003.12.12004.1.12004.6.12004.6.12004.5.12004.6.12004.8.1243.44620053.4.190004003971800900012%750010%200261001802001002510061000100[17]IT23.4.22003771.840%41921.95%2663.41%10.02%20.05%[18]263.4.31031009312zEPGEPG273.4.470016802003121228420031002004100020053000200320100199910215121320240002004.129130199455()[19]231700[20]50100ChannelVESPN4.232201511000/100020001081006007006725334.3ATSCDVBISDB200162002332003DVBC[21]DVBC?ATSC304034300DVBC1998DVD2000DVDDVB-C4.4CA35VPNInternet5200484.520151600160036(CA)CACA[22]375BskyBDirectTVEchostarCanal+385.1WTOOFCOMOfficeofCommunications2003(2003CommunicationAct)OfficeofCommunications(OFCOM)OFCOM20031229OFTELtheRadioAuthorityOFCOM[23]OFCOMOFCOM3920022003200820085.240-20005.4%20014.8%20024.5%3[24]3110415.342/CNNMTVESPN10%20801590602003[25]21434462003200445[1].,,2003318[2].,.2004(4)[3],.2003(1)[4],.2003(2)[5].,.2002(17)[6],.2003(11)[7],.:,.1999(9)[8].,2004.1.15[9].,.2003[10]..:.2004[11]..200202[12].2003,,2004(1)[13].,,2004(2)[14],,.2003,,2004(1)[15],,.,IT,2004(1)[16]2003,,2004(1)[17].,,2004.3.23[18]2003,,2004(1)[19].:,2004(2)[20],,.,IT,2004(15)[21].2004,2004(5)[22].,.2003(15)[23].,2004.1.1546[24].:,2004(2)[25].,2003(6)4748[1],..:,2000[2]..:,2000[3],..:,1997[4].,2001[5].,.2003[6].,.2003[7].,:.2004[8]..:.2003[9]..:,1998[10]..,1996[11]..,1998[12]..:,2000[13]..:,2001[14]..:,2000[15]..,2001[16]..:,2002[17]..:,1999[18]..,2002(2)[19]...1999(4)[20]..,1996(5)[21].,.2004(2)[22].:,2004(2)49[23]..:,.1999(9)[24]..200202[25].,.200305[26].,200311[27].,,200401[28].2004(2)[29].,.2004(4)[30],.,.2000(5)[31].,.200104[32],.,.2002(1)[33],.,.2002(4)[34]..2002(2)[35].,.2002(17)[36].,.2003(5)[37].,.2003(15)[38].,2003(6)[39].,.2004(2)[40].,2004(3)[41].,2003(8)[42],,.,IT,2004(1)[43].,2003.12.1[44],,.2003,,2004(1)[45]2003,,2004(1)[46].2004,2004(5)50[47].,2004.1.15[48]M.JosephSirgy.IntegratedMarketingCommunications.PrenticeHall.1998[49]JamesR.Wilson.MassMediaMassCulture.McGraw-HillCompanies.1998[50]FrankE.Beaver.WorldFamiliesWatchTelevision.McGraw-HillCompanies.1983[51]DavidBordwell.TV:TheMostPopularArt.Routledge.1988[52]DavidBordwell.ViewersinDiapers:TheEarlyDevelopmentofTelevisionViewing.AlfredA.Knopf,Inc.1985[53]EvanBlythin/larryA.Samovar.CommunicatingEffectivelyonTelevision.WadsworthPublishingCompany.1985[5