视听新媒体运营模式研究

华中科技大学硕士学位论文视听新媒体运营模式研究姓名：向颖轶申请学位级别：硕士专业：新闻学指导教师：石长顺20080602IIPTVIPTVIPTVIPTVTrigle-PlayIPTVIIAbstractThenewaudio-visualmedia'sappearanceisfollowingthetechnicalfastdevelopment.Itmusthaveitsownwaytodevelopcommercialapplications.Thispaperresearchesthebusinessmodelforthenewaudio-visualmediafromthestartofresearchingtheconceptofnewmediaandthestatusofthenewaudio-visualmediaindustry.Accordingtotheabove,thepaperalsodisplytheanalysisoftheChinesedevelopmentofnewaudio-visualmediaandtheproblemsandadvantagesofthenewaudio-visualmedia.Inlastpartofthepaper,Iputforwardmyownviewsandinnovativeideasaboutthedevelopmentofthenewaudio-visualmediainfuture.Inthecombinationofkindsofresearches,wecancometoaconclusionthatnewmedia,asaconcept,whichtheconnotationhasalreadybeenrecognizedbymostofthepeople,butthevergehasbeensortofvagueinextension.Theextensionofnewaudio-visualmediainvolvedinthisdissertationincludesIPTV,cellphoneTVandmobileTV.Thenewaudio-visualmediahasbeenrapidlydevelopedaroundtheworld.ThecommercialoperationofIPTVandcellphoneTVinmostpartofdevelopedcountriesanddistrictshasacquiredacertainscaleofusers.Theoperationinourcountryhasbeendevelopedabitlate,orjustininitialstarting,andthecommercialapplicationwhichattractsdiffuselyinterestandparticipationofmanyindustriesandoperatorsincludingradio&televisionandtelecomhasalsobeeninexplorativeperiod.Thecommercialapplicationandtestingofavarietyofnewaudio-visualmediainmanycitiesanddistrictsofourcountryhasrevealedarapidlydevelopingtendency.Afterthecommercialoperationalactivitiesofthenewaudio-visualmediahavebeenrepeatedused,theoperatingmodeisestablished.ThepaperdiscussestheoperatingmodesofIPTV,cellphoneTVandbus-mobileTV.AndthesemodesareIIIclassifiedas:theTrigle-PlaymodeofforeignIPTV;thediversemodesofforeigncellphone;theregiondifferenceofthemodeofchineseIPTV;thestruggleofstandardofthechinesecellphoneTV;thecooperationmodeofthechinesemobileTV.Byanalyzingtheoperatingmode,thepapersortoutthefollowingissues:thepolicyissuesofthenewaudio-visualmediaindustry,theproblemoftrademonopoly,aclearstructureoftheindustrialchainandsoon.Fortheabove-mentionedproblems,thepaperputsforwardthedevelopmentStrategiesofthenewaudio-visualmedia.KeyWords:Newaudio-visualmediaOperatingmodeDevelopmentStrategies_______“√”112006401967CBSNTSCP.EVRNewMedia11969E.2IPTV120064p12220021p202330IPTVIPTVIPTV(1)(2)+SprintCMMB,,1.IPTV32005p13832.IPTV53.4.4culturediscount5.1252IPTV2.12003IPTVIPTV200320018150015020032006IPTVIPTVMaLigneTVBTVisionPVRNexTVTUMedia055S-DMB200511200666ABCNBC200645%370860067%42006IPTV2007IPTV14703620041906684.2%500%2011136IMSResearch20101.25(DMB)DMB2006328(DMB)71362.21999420101.2520069215200511106DMB3282006615720017108IPTV20042.2.1IPTV2004PITVDSL2004520046IPTV2004620048110200410IPTV3IPTV20054IPTV20055IPTV20055IPTV20058CCTVIPTVIPTVIPTViSuppli2008360IPTV20101740lPTVIPTV61.236%200711IPTV114.22005110%720087IPTV2008028115630IPTVADSLIPTV2-1IPTVSITV114.22007112.2.2200420043GPRS5GPRS2020055TDMBDMBIDG200610249(CMMB)200612GPRSCD-MAIX,CCTV8200820084183GTD-SCDMA2-22004.052005.092006.122007.089020072006.09DAB20081002.2.3IPTV2002928102003720044BTLDMT2020061024,,111,20079[2007]33200712CCTV302-32002.0995%2003.0895%2003.013025000470002003.013058112005.042007.12269.5IPTV121333.13.1.1Triple-PlayTriple-PlayTriple-PlayIPTVTriple-PlayTriple-PlayMTSMTSTVIPTVDSL12.5%Triple-PlayIPTVARPUAverageRevenuePerUserSureWest60%Triple-Play2003ARPU103142%3.1.23.1.2.13G3.1.2.23.1.2.3153.13.13DVB-HDVB-H16BTMovio3.23.2.1IPTVIPTVIPTV3.2.1.11+12IPTVIPTVIPTVIPTVIPTVIPTVIPTV1417,IPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTV,IPTVIPTVIPTV18IPTV1+123.2.1.21+123IPTVIPTVADSL,2Mbit/s3Mbit/s,2Mbit/s4Mbit/s,46Mbit/sIPTVIPTVIPTV119IPTVIPTVIPTV1+12IPTV3.2.1.3IPTV,IPTV20IPTVIPTVARPUIPTVIPTVIPTV,3.2.1.4IPTVIPTVIPTVIPTVIPTV,IPTV,IPTVIPTV21IPTVIPTVIPTVADSLIPTVIPTV,3.2.1.5IPTV20056IPTVIPTVIPTVIPTVIPTVIPTV3.2.2(CCTV)22CMMB20061024CMMB()CMMBSTiMi8()20071820070301233.2.33.2.3.1200292895%90%600097.7%(BUSONLINE)24200020064351%()80002.558%602.51503.2.3.220031T2003912T20041T800140100(DMG)DMG200325DMG2Linux3.2.3.3DVD20033253030250004700020079[2007]33CCTV261218CCTV3.33.3.1IPTVTriple-PlayIPTV27IPTVIPTVIPTV9IPTVTriple-PlayIPTV115630IPTVIPTVITPVIPTVIPTV3.3.23.3.2.1IPTV9IPTV2008.0228IPTVIPTVIPTVIPTVIPTVIPTV;IPTVIPTVIPTV3.3.2.2IPTV2005IPTVIPTV293.3.2.3ITU20064IPTV(ITUTFGIPTV)200610CMMB3044.1104.1.1IPTVTriple-Play4.1.21020041p24231IPTV4.1.3324.24.2.1SWOTSWOTstrengthsweaknessesopportunitiesthreats.SWOTSWOT4.1SWOT334.2.2SWOTSWOT4.2.2.1SW3GP2P21344.2.2.2OT3511500-60020IPTV12300150%13200811112IPTV2008031113IPTV222007122636IPTV44.2.2.3SWOTSWOT//SOWOST37WT4.34.3.1B1B2B1B2S144.2IPTV14IPTV2006.1638IPTVIPTVIPTVIPTVIPTVIPTVIPTVIPTVSIPTVSP39IPTVIPTVIPTV4.3.2154.3.2.1IPTV15200510p94020081210002009KPIIPTV4.341164.3.2.2IPTV16200212p68424.3.2.3IPTV43IPTV4.3.344171720077p24645181820083187462005IPTV2005PITVPITV2006ST47!20085205530148[1]..,20041[2]..,20066[3],,..,200510[4][]·...,20026[5]..,20071[6],.,20067[7][]·...,20072[8]..,20064[9]..,20047[10].2004.,20047[11],.——.,20077[12]··,·A·.COO,,.,200410[13]..,20069[14]..,