A Study On The Sustainable Development Of Cable TV Industry Driven By Digital Technology

Since the first public television relay took place in Berlin,Germany,in March 1935,television has gradually found its way into every family and became an indispensable cultural medium.TV has undergone many innovations in technological upgrading.The rapid development of network and digital technologies in the late 20th century brought us into a new era of cable digital television,and opened up a broad market for the development of television industry.Digital technology and triple play integration strategy have promoted the development of the cable TV industry,constantly widening the industrial boundary and transforming its growth power,which enable the communication mode of program content to evolve from supply-orientated to demand-orientated,from one-way push to two-way interaction,and from closed systems to open systems.In December 2016,"The opinion on accelerating the integration and development of the national cable TV network " pointed out that "with the rapid development of network and digital technology,new media,new services,and new business models continue emerging.The business innovation,transformation and upgrading of cable television network are restricted by decentralized operations and segmented development,which hinders the full play of resource advantages and economies of scale.Sustainable development faces major challenges".Thus it can be seen that the sustainable development of cable TV industry has already been put on the agenda.Moreover,with the enrichment of the concept of sustainable development and its wide application,currently the existing research mostly focus on the following three aspects.First,the sustainability of management.That is through scientific methods to efficiently manage related subject,in order to obtain the sustained,rapid and healthy growth of the subject itself.Second,the sustainability of ecosystem.It refers to linking the sustainable development with the natural environment.Third,to break down the requirements of the sustainable development from the dimension of triple baselines.That is to measure sustainable development in terms of economic,social and environmental standards.This paper based on the triple baseline dimensions and management sustainable principles makes judgment on the development of the cable TV industry.This paper which based on the theories of industrial economics,carries on the theoretical research and empirical about the evolution development of cable TV industry by combining norms and empirical,static and dynamic Analysis method is:first,to clarify the essential causes under the background of digital technology.such as industrial chain structure of cable TV industry,industrial characteristics,and so on,and then based on these elements,to measure the practice level of industrial development by virtue of the total factor productivity mode land the evaluation model of the industry development efficiency,finally based on the empirical research,as well as the "seven force model"and theoretical study of "Logistic dynamic evolution model" to figure out that multi-dimensional integration which based on the industrial chain will be the upgrading path for sustainable development of the cable TV industry.The theoretical and empirical research of this paper is carried out in four chapters.The chapter III makes a brief analysis of the development of CATV industry.Based on the development of digital technology,it tracks the technological evolution of the CATV industry,indicates the development situations of the CATV under the different technical environments and divides the major market characteristics and subject behaviors in different periods into different development phases.On the basis of this,it further analyses the transformation of the industrial chain structure and industrial characteristics peculiar to cable TV in the digital age.In the current three nets fusion,fusion technology is mature,the cable TV industry development also depends on the telecommunication industry and Internet industry technology,long-term career system makes it as much on technology innovation,and technology copy to follow for a long time period,the marketization path for the cable TV industry in the future will be,the future not only in terms of system innovation of organization system improved,more on the way of technology innovation,technology import increased pace.In the current three nets fusion,fusion technology is mature,the cable TV industry development also depends on the telecommunication industry and Internet industry technology,long-term career system makes it as much on technology innovation,and technology copy to follow for a long time period,the marketization path for the cable TV industry in the future will be,the future not only in terms of system innovation of organization system improved,more on the way of technology innovation,technology import increased pace.The chapter IV points out that as an important part of the radio and television industry,the development of the CATV industry is subject to the overall development of the radio and television industry.At present,the development of the CATV industry can no longer simply rely on human and capital investment and policy protection to pull,but has entered the new normal fully competitive development period that aims at increasing TFP.In this chapter we measure the TFP changes in various provinces based on the Malmquist-DEA model,and then explore the TFP differences from the time dynamic dimension and spatial regional dimension in the radio and television industry.The results obtained further reveal the inherent laws and mechanisms of the efficiency difference evolution of the CATV industry in China in the past ten years.The chapter V is an efficiency evaluation research based on the two-stage production process with consideration of the network externality.Relying on years of operation of the CATV industry,this chapter pays more attention to the user role in the industrial chain,i.e.,"network externality",and then proposes an advanced DEA model to accurately analyze the industrial operation efficiency of the CATV industry in recent years.The efficiency value of the content transmission stage is generally higher than that of the content production stage.Maybe the reason is that "network externality" of the users is fully utilized in the content transmission stage,and the degree of marketization is higher in this stage,while the content production stage is mostly unable to respond to user' demand in time.In addition,the inputs of the first stage are the result of strategic planning and cannot be used efficiently in these three years.The chapter VI figures out that the sustainable development of CATV driven by digital technology is not only influenced by its own development mode but also restricted and promoted by the development of similar industries.First,with the help of the "Seven forces model",it focuses on the sustainable competitiveness of CATV in the market system,and then analyzes the multidimensional channel integration mode from a strategic perspective.The different industrial chain integrations contribute to the stable development of the industrial chain,and at the same time will create a scope economy and enhance the operational efficiency of the CATV industry.The research methods and conclusions drawn from the research on the evolution of the CATV industry,the changes of industrial characteristics,the measure of TFP and the evaluation of industrial efficiency based on the industrial chain deconstruction have some guiding value for the relevant theoretical research and practical development.