| China's TV industry is changing revolutionarily. CATV begins its whole transition from simulation TV to digital TV, which signifies the time of "digital TV" is coming. In the "digital TV" time, there is an essential change—the emergence of pay TV. In the traditional simulation TV period, audiences can only watch free TV programs, and the TV station's main revenue is from advertisement. While after many years of increasing, only narrow margin was left for TV ad to grow. Excessive dependence on TV ad brings a result that many channels look alike, and makes those professional channels can not survive though audiences need them eagerly. Now pay TV can resolve these puzzles thoroughly.The research about digital pay TV is initial since it is a new branch of TV broadcasting. Digital pay TV covers many bodies: cable network operators(Dalian Tiantu company); pay channel integration operation institutions(Zhongshu media, Dingshi media, Shanghai Wenguang Co.); pay channels run institutions(Weather channel, National defence and military affairs channel); digital TV equipment suppliers, etc. This article mainly focuses on the former three parts and discusses the characteristics, contents structure and marketing skills of digital pay TV. The study includes foreign digital TV development, China's digital TV industry background, and try to find an appropriate management and profit-earning mode of China's digital pay TV. The author considers that government should be the main power in the promotion of set-top-box. But the digital pay TV's management must choose a mature commercial mode, which includes ample and different contents; skillful marketing; exploration of profitable business and suited policies.Data shows that from 2005 to 2010, China's digital TV can develop rapidly. It is expected that the number of China's digital TV costumers can reach 10 million. Under the commercial mode, China's digital pay TV can receive a bright future. |
