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On: Best Solar Baoding, Hebei Broadcasting Network Carrier Tan Zhuping 2006 the pilot city for wired digital TV set-top boxes to 12.49 million reported income, will enter the operational phase; National Cable Digital TV Network's "total conversion" will be in full swing, radio and television industry as "the overall change after era" . "Conversion of the times before the whole" become difficult, "the overall transformation of the times" long way to go. Cable Digital TV Network as a "public good paid service network" [1], can profit? Not depend on "the overall conversion" after the choice of what "value added" items, but must do a good job with the "Public Service" network symbiotic financial risk prevention; improve profit network technology and management infrastructure; choose the right " diversity, personalized marketing services "[2] marketing strategy. 1 "total conversion" after the cable television digital network risk prevention Qingdao Cable TV Network Following the "overall change" after acceptance by the State, Shenzhen, Dalian, Taiyuan, Guangxi, Guizhou, Nanjing follow up, Hangzhou, "the overall conversion" to the suburbs of the city to promote the county. Lesson guide for the future. The city in the "overall conversion" before and after the completion of the main risks encountered in the following points: (1) public hearing will digital television set-top box fee pricing + configuration does not address some user does not accept digital TV and "pay television" issue. Resist the "turn the whole" backlash of resistance, resulting in recovery of monthly fee to run cash flow difficulties caused delay. Even after five to eight years, although the broadcast digital TV to increase total revenue, but operating costs have increased, the network is near collapse of state funding constraints, we must attach great importance. (2) one-way broadcast digital television income single point of access to new growth is very little room; achieve "multimedia" and continue to invest in a two-way transformation of experience bottlenecks. (3) two-way network of "full service" experience policy bottlenecks, increase value-added business and increased profits are not, profit outlook is not optimistic. How to Solve Problems? As "public welfare service network," Nature, "the overall transformation" by government pricing. "Hearings will be" charged by the digital television program is not based on scientific digital TV costing, taking full account of user acceptance of a compromise under the premise of the pricing, deviation from the actual cost, so even after five to eight years to pay off set-top box costs, still no profit at all. Therefore, it is necessary to set and guided by government pricing + the parallel market, to promote the "overall change", used quasi-two-way, two-way set-top boxes, to provide users with "collar" and "buy" two choices, lower barriers to entry, decomposition resistance of "transformation" resistance; use stored monthly fee + card (IC card) + complimentary services, raise the user to withdraw the threshold, increase retention rates, reduce the risk of arrears; establish the "all business functions, technical systems" concept, to cable television digital transformation of the network, step by step for implementation. The three elements of the crack problem of administrative and market integration reflects the development of cable digital television thinking: "general conversion" in the subject to administrative action actively guide market behavior, and strive to account for the user to purchase the total number of set-top box 1 / 3 to 1 / 2 or more (of course, the more the better). More users to buy the box "to spend money to watch TV," will form the mainstream consciousness of digital TV users; through "diversity, individual markets": the introduction of pre-existing monthly fee + card (IC card) + complimentary services to elevate the user to withdraw the threshold, improve renewal rates, consolidate the market share of the stops feeding loss of profits, "Public Service Network", will reduce the financial risk, and create a favorable operating environment for digital TV. 2 profit digital television network must do a good job of network technology, management and other infrastructure (1) support for "full service" technology system infrastructure Profitable digital TV network is using one-way or two-way? Is "the overall conversion time" cable network operators on how to develop the focus of debate. Who insist on one-way fierce as a bull. The reason is simple: pay-priced digital subscriber simulation on nearly double the mean income nearly doubled. Broadcast Digital TV + NVOD + data broadcasting is sufficient to meet 80% of the common information needs of users, there is no need to engage in bi-directional. Who advocates a two-way: two-way exponential growth in revenue, profit is not satisfactory, for some reason is not righteous. From the business perspective, providing one-way service network to provide services to its properties as "public welfare paid services." The profit margin is subject to "administrative pricing" limited, restricted. Network resources can be effectively developed, the network has not been fully developed. Two-way service network, which provides services to property as a "diversified, personalized marketing services", the service fee pricing set and guided by the market, its profit margins to fully reflect market demand; "interest driven" to the network resources can be fully developed and used. Cable Digital Network is sure to be fully developed. 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