The Analysis Of French ITV Industry

The "Chinese State Administration of Radio, Film and Television" declared 2004 the year of the development of digital Television,For the broadcasting corporations one of its main interests is the possibility brought by ITV (Interactive Television) to increase the benefits.From an economic point of view, digital Television makes it necessary to diversify the suorces of profit,considering publicity as the only suorce of profit does not allow the braodcasting coporations to protect themselves against economic hazards .and it increases the risks.Before, analogue Television did not permit the multiplication of channels .and so it gave the existiong channels a sort of monoploly;as a consequence the profit made from publicity was sufficient for them, But with digital television .the number of channel explodes, which raises a new problem:more increased .it is then more difficult for broadcasting corporations to invest and it may weigh down the rate of profitality of the channels. Practice and surveys have shown that publicity depends very much on the ecomonic health, if economy ,slows down, publicity slows down (although not necessarily instantaneously).Intercativity brings a completely new starting point to a television sector which is already reorganizing its economic system.In most developed countries ,broadcasting corporations have started developing ITV for several years. In China digital Television contributes to the development of ITV .Since 1994.whenthe regulation authorities began to give more importance to digital television, more and more people have been interested in ITV.Bill Gates'scoming to China in the 1990ies has played a Key role ,Even if the Venus poject was abandoned following frictions between China and the USA,the interest raised by ITV has not weakered ,the network of cable Television has been reorganized,studies have been made about the norms of digital television and internet television .In 2004 CCTV launched the first paying Chinese digital Television ,which represented a major step. Since then ,several regional paying digital Television have been launched.However, even if ITV offers new opportunities and represents a potentially enormous market, several factors still restrain its development: the limits of infrastructures, the requirements of the technical norms .the inadequacy of the traditional management of television, the competitive longely spread free television, etc...Faced with these problems the Chinese groups turn towards foreign coutries .But they only turn towards the USA and the United Kingdom, yet it is in France ,in 1997, that the first interactive system in the world was launched.Today still, France is at the top in tis field in europe. A quarter of the french population ,i.e. about 15 million people,has access to the interactive services proposed by the bouquets of channels of paying television.That is why ignoring the french experience would be a mistake.Though researches conducted in the field about the conditions of the development of interactivity in France, the main braodcasting corporations, the type of interactive services proposed, the difficulties encountered and the economic models considered ,this thesis aims at proposing the Chinese authorities in charge of ITV seven recommendations concerning the services, the regulations, the economic and commercial models, the management of programmes,the governmental policies,etc...The regulation environment and the television market are slightly different in China and in France Nevertheless from the point of view of the industrial and commercial environment, the study of the french market can allow us to understand better some factors of uncertainty in the current process of development ,Thus theChinese authorities in charge of ITV can have a more detached attitude and seize better the opportunities offered by ITV.