Views On The Current Developing Situation Of Digital Pay TV In China

Digital pay TV has been a heated topic in the TV field in recent years. Many people once placed great hope on it. They thought it not only brought completely new visual effect, but more significantly, the change of TV operating form which caused the reformation of the TV industrial chain and people's renewal concept towards program receiving. However, the development of digital pay TV in China is not as smooth as expected.Based on the concept of digital media and some ideas of the Communication scholars, this paper analyzes the characteristics of digital media and then concentrates on digital TV, contrasting digital TV and analogue TV, and analyzing the development of digital pay TV on the basis of digital TV theory. First of all it makes clear the general situation of foreign and domestic digital TV, based on which it analyzes the significance and value of the research on digital pay TV. Combined with the latest data, it systematizes the development of the digital pay TV in our country. After simply summarizing the current developing situation, it analyzes the factors for preventing the development of digital pay TV. The author considers them as follows:Firstly, national protection policy is a great force for the growth of digital pay TV; on the other hand, having depended on the national tendentious policy for a long time, the digital pay TV has not stepped into the right track of market operation. Can it stand up to the market tests? Once losing the policy protection, what kind of situation will it face? With the development of Internet Protocol TV (IPTV) and mobile TV, these questions become more and more visual.Secondly, there is no clear standard. National standard hasn't appeared on the stage. Therefore, different districts can't reach an agreement on the standard of developing digital pay TV industry, which influences the enthusiasm of the producer and the ordinary customers. Meanwhile the standard of such rising digital TV as IPTV and mobile TV is relatively simple, thus the impact of the new media undoubtedly becomes a challenge for the development of digital pay TV.Thirdly, the industrial mode lacks maturity. In the three biggest fields of the...