For the cable TV network, it is necessary to "goodbye to the one-way network" and develop this argument in two-way and interactive aspects. The industry, especially the cable TV network companies all over the world, have formed a consensus. But through the following set of data, we can see the difficulty and status quo of two-way business development -
According to the author's incomplete statistics, as of the beginning of October 2009, China's cable TV industry has completed digital conversion and has become a cable digital TV user breakthrough of 60 million mark, the penetration rate of cable digital TV is only 37.5%.
Talking about the application of several major two-way network modification programsAmong the 60 million cable digital TV users, the number of users covering the two-way network has reached about 17 million to 20 million, but the areas where the two-way and interactive services are actually opened are still “rare†– mainly concentrated in the part. Coastal areas, such as Shanghai, Hangzhou, Shenzhen, Jiangmen, Xining, Ningbo, etc., and the total number of users in the above-mentioned areas that are using two-way and interactive services will not exceed 2 million (2 million to achieve the use of two-way services) March 2009).
For the above data - 60 million, 20 million, 2 million... People who have been paying attention to the digitalization process of China's cable TV since 2003 know that this data is spent by local radio and television people, especially cable TV companies around the country, for about 7 years. It took time to achieve such an achievement.
When the concept of the next-generation broadcast television network (NGB) and the "wired" and "two-way" appeared, now no matter the industry conference, the small meeting, the big guys, the small people have bundled the NGB with the two-way network reform. Words such as "Management Mode under NGB" and "Two-way Network Reform Scheme under the NGB Era" have come to the fore.
As the author is blunt, I have not yet understood whether NGB is a concept. Still a technology? In the end, what kind of business can it be achieved? For this reason, the author also only talks about several areas in China that have characteristics to carry out two-way network reform business.
Multiple technical solutions can achieve two-wayWith the advent of new technologies such as EPON and EoC, the original and unique CMTS technology solution has been tested to a considerable extent. People from outside the industry have also discussed the technology solutions for several years. . However, we can see from the foreword that the users who actually use the two-way network service are still “rarely arrogant†and “all the way to Romeâ€. The technology of two-way network reform in China should reach the stage of results and standards.
On the other hand, the two-way, interactive business carried out by cable TV stations around the country, the author found that the top leaders of cable TV network companies in the world are actually "love and add" to the two-way business - if you do two-way network transformation, two-way business, future business planning and prospects At present, there seems to be no specific model; if you do not do two-way network reform and two-way business, you should face the trend of continuous integration with the regional one-way network in your hands. How many voices you have at that time is also considered. thing.
After digitization, whether it is competitors from their own industry or external development strategies such as the fiber-to-the-building, village-to-village and even-to-home developments in the telecommunications industry, they have to ask the colleagues in the Chinese cable TV industry to give up the past. The idea of ​​"only I am alone".
In the recent period, cable TV network companies across the country have adopted the EPON technology to transform the two-way network in cities (such as Hangzhou, Ningbo, Dali, Haining, Dongguan, Jiaxing, Tieling, etc.), but according to the author, the current Most areas are mainly tested and tested to facilitate future technology selection.
Based on this, the author will introduce the two-way network transformation or two-way business of the cable TV industry to the outside world.
The regions where the two-way business has been particularly good in the country are Shanghai, Hangzhou, Shenzhen and other places. However, when I chose the case, I chose some economically underdeveloped and even small cities for analysis. The fundamental reason is that with economically developed regions. Especially in Beijing, Shanghai, Shenzhen and other digital models, there is no comparability between the two -
There are millions of cable TV users in economically developed regions, and the number of users in small cities is generally around 100,000.
Economically developed regions, especially in places such as Beijing and Shanghai, have less financing channels and difficulties than small cities;
The digital model of economically developed regions cannot be applied to small city cable, without any demonstration effect...
Tianwei video: relying on two-way to achieve gorgeous turn
Two-way network modification technical solution: CMTS
Two-way network reform implementation effect: On September 18, 2009, with the help of Jiu Dawei's high standard definition broadcast, Tianwei Video launched a program called “HD Interactive TV Family Planâ€. Tianwei Video will use the cable TV network as the bearer network. It realizes the full integration of high-definition broadcast TV, interactive TV, high-speed Internet and high-quality voice services. On this basis, it can also provide a variety of new interactive value-added services such as e-government, e-commerce, family finance, home entertainment, television education, health care, and community services.
At present, Tianwei Video is a two-way interactive business platform. Its own high-definition video program content is uploaded and added to new HD programs (such as movies, TV series, sports, variety shows, etc.) every day on the basis of more than 2,000 hours. Go to the library of HD interactive business.
According to Tian Bo, the general partner of Tianwei Video Content Co., Ltd., as of September 28, the total content of high-definition programs in Tianhua Century has reached 2000 hours. The 2000-hour HD program type is mainly In addition to movies, documentaries, humanities, sports, and variety shows, there are also a small number of high-definition TV series.
Lu Weijie, chairman and general manager of Tianwei Video, also publicly stated that at the end of 2010, there will be no less than 50,000 hours of program libraries (high-definition programs of no less than 10,000 hours).
Compared with the VOD interactive business of Shanghai Wenguang, Hangzhou Huashu and Median Media, the biggest advantage of Tianhua Century is to fully utilize and play the “high-definition interactive business aceâ€, thus integrating with the above three contents. The business carried out misplaced marketing.
In addition, for many years, Tianwei Video has also conducted a small-scale GEPON-based broadband access network system test in areas such as Bao'an District in Shenzhen.
Ningbo Cable: relying on economic leverage to develop two-way business
Two-way network modification technical solution: EPON+EPCN
The effect of two-way network modification: At present, the mainstream mainstream technology in the access layer is nothing more than CMTS and EPON. For CMTS, Ningbo Cable believes that after years of testing, it has been proved that the technology is not acceptable in China and cannot be promoted on a large scale. Finally, Ningbo Cable adopted the technical solution of “EPON+EPCNâ€.
Ningbo cable related people said that the IP data network based on EPON technology has been widely used by operators. From the metropolitan area network to the access network construction, ALLIP is the development direction, and it has become the mainstream technology of the two-way network transformation of broadcasting and TV. .
After several years of actual operation of the two-way business, the two-way network business launched in the past few years has brought profound impressions to people inside and outside the industry.
According to Ningbo cable people, in some local counties and towns in Ningbo, including some residential quarters and rural areas, the speed of two-way business development is very unexpected. “In some local communities, 2,000 two-way set-top boxes were delivered in the morning.â€
In response to this phenomenon, the author had communicated with the locals more than a year ago and finally solved the mystery of "why there is no such scene in other places." People living in the northern region must admit the cultural background of their region. There is a gap between economic development level, personal affordability, and entertainment culture consumption awareness.
As the most economically developed city in Zhejiang Province and one of the 14 central cities in the country (sub-provincial level), Ningbo has the fourth highest per capita income and the second highest level of consumption in the country. The level of economic development is high. Young ladies will hang a LCD TV, HDTV, two-way set-top box, etc. at home, as a fashion, but only if they have the conditions for this consumption.
Dali Radio and Television: Turning TV into TV
Two-way network modification technical solution: EPON+LNA or EPON+EoC
The effect of two-way network reform: Since the two-way business in the region at the end of 2008, there have been thousands of users in just one month, which has made Dali cable people receive the basic cable digital TV maintenance for the first time. Other business income other than fees.
Yang Chengsen, general manager of Dali Branch of Yunnan Broadcasting and Television Information Transmission Network Co., Ltd., said that before the two-way implementation, Dali Radio and Television Network is doing the same as other brothers and cable TV network operators in other provinces and cities, only a single cable TV maintenance fee. This income source; after the two-way implementation, at present, the business that Dali Radio and Television Network can carry out has expanded to include three aspects: cable TV viewing and maintenance fee, Internet broadband access service and private line (referring to the large group customer) business.
In view of the long-term cultivation of individual user market and the long-term capital recovery, Dali Guangdian people have issued an “invitation†to the local industry on the basis of fully exploiting their own advantages – that is, during this transition period, more and more expansion Some large-scale networks (such as banks, transportation, etc.) have a large group of businesses, so that during this transition period, the cable digital TV industry can generate more cash flow.
It is reported that the Dali Broadcasting and Television Network has already cooperated with the Dali Municipal People's Government, the Dali Public Security Bureau and the Dali Security Company on the “Dali City Ping An Projectâ€.
Jiangmen Cable: Ten years of grinding a sword
Two-way network modification technical solution: CMTS
Two-way network reform implementation effect: Recently, Dai Weiping, deputy director of Jiangmen Broadcasting and Television Station of the Southern Broadcasting and Television Media Group and Jiangmen Cable Network Co., Ltd., officially introduced the latest development of the two-way business in Jiangmen area in the telephone interview of the author - as of 2009 At the beginning of March of the year, cable digital TV users in Jiangmen area have exceeded 120,000 households. The network of 120,000 users has already achieved two-way development. "Users can open corresponding services according to their respective needs."
According to Dai Weiping, at present, the number of broadband Internet users in Jiangmen has accounted for 26% of the total number of users. The revenue contributed by this broadband Internet user to Jiangmen Cable has become the second largest source of revenue for Jiangmen Cable. Maintenance fees are still the largest source of revenue for Jiangmen Cable. At present, the cable TV viewing and maintenance fee in Jiangmen is 17 yuan/household/month, and this source of income currently accounts for about 40% of total revenue."
As of December 2008, compared with before the network transformation, Jiangmen Broadcasting and Television cable network users increased by 71%, cable TV viewing fees increased by 91%; broadband Internet users reached 26% of total cable TV users; the number of interactive TV users Growing.
In 2008, the total network revenue was 3.3 times that of 2000 before the network was changed. The network revenue increased by 27.5% per year. The data business income reached 50% of the total network revenue. The annual average household income (ARPU) reached 438 yuan. The revenue of data services will once again reach a new level.
Jiangmen Cable has also made full use of bandwidth resources to develop and expand a series of two-way services. At present, the two-way services that have been realized and gradually matured in Jiangmen area mainly include broadband Internet access, time-shifted TV, interactive TV and HDTV (from the Beijing Olympic Games, The high-definition TV programs in Jiangmen are mainly CCTV HD channels and Huacheng HD channels.
In addition to the above-mentioned business, Jiangmen Cable also launched related businesses for government agencies, industrial and commercial enterprises (such as the group line in Jiangmen area, Jiangmen e-government network, banks, securities companies, tax bureaus, etc.) - such as cable financial network, cable Education network, network engineering business, etc.
Xining Cable: Decision-making layer promotes two-way network reform
Two-way network modification technical solution: CMTS
The effect of two-way network reform: Zou Wenbin, general manager of Xining New Century Cable TV Network Co., Ltd. (hereinafter referred to as “Xining New Century Cableâ€) said in a telephone interview with the author that the two-way transmission of HFC was realized at the beginning of digitalization of cable TV in Xining City. Network, this is mainly due to the accurate cable TV network that was implemented by the implementation department of Xining Cable TV Digital Transformation and the overall radio and television management department in response to the overall conversion of cable TV digitalization in Chengxi District and Chengbei District of Xining City. The bold positioning of the upgrade.
"According to this bold positioning, in 2000, the company started to study the development status of domestic digital TV and planned the transformation of digital TV network in Xining. In 2002, the company actively raised funds and invested a total of 53.92 million yuan for HFC two-way transmission network. In the beginning of 2006, a two-way transmission network for digital TV multi-function services was established. In June of the same year, it was first completed to include public information services, personalized professional digital TV programs, two-way interactive video on demand and cable broadband. Two-way multimedia service operation platform such as content; In July 2006, the two-way network and backbone network of Chengxi and Chengbei districts of Xining City were officially opened."
The author's notes:
Through the case of two-way network reform in the above-mentioned regions, we can see that cable digitalization in various regions will face practical problems such as financial pressure, selection and unification of technical standards, and unclear business development mode, but the most important point is that cable TV is everywhere. Network companies must firmly grasp the strong support of local leaders for cable digitization, and seek the assistance of partners and brothers, the understanding and active cooperation of local people, the hard work of employees and the unremitting efforts.
At present, Xining New Century Cable is giving full play to the important role of the digital information platform in promoting urban informationization, modernization construction and the government's implementation of the Sunshine government affairs, and has completed the columns of “Sunshine Government Affairsâ€, “Love Charity†and “Convenience Serviceâ€; Open new rural construction, party building work and interactive channels for party members' distance education.
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