Television Scheming In High Definition Television Era

"Being digital!"With the evolution of technology, Nicholas Negroponte's predictions have come true. Broadcasting has also caught the worldwide digital wave. In the 21st century, digitization of broadcasting becomes a hot topic. The digitization of broadcasting will realize a high quality, advanced-function broadcasting media, providing multi-channel, diversification of programming content and interactive services to clients.History shows that new technologies are always consumer-driven innovations. People's changing competitive demand is the fundamental driver of creating new technologies. High Definition Television (HDTV) has its distinct characteristics that meet people's need, both visually and artistically. Therefore, digital HDTV will be the third generation television, following analogy black television and analogy color television.After analyzing and comparing HDTV development in Japan, United States and China, the article indicates that the lack of adequate HDTV content is the main obstacle in China HDTV industry. Content is King in analogy broadcasting while good content is king in digital broadcasting. HDTV content should have specific appeal to its target audience.Based on the research, including first hand survey of HDTV potential target audiences and other latest HDTV reports, the article points that China HDTV Channel's strategic positioning------ HDTV News Channel.During the"10th Five Year Plan", China makes great efforts on developing independently owned intellectual property core technology in DTV. In the upcoming"11th Five Year Plan", China should devote to build"Content Highland"to promote HDTV industry. HDTV News Channel strategy will not only satisfy different shareholders in industry chain, but also serve as the powerful engine for digitization in China!...