| Along with the digitization of the whole Cable TV networks comprehensive advancement, our wired digital television development yields the gradual result. Different from overseas pay television operated in the analog TV times, our pay channel is born along with the digital television technology development. Therefore, the digitization of the whole Cable TV networks not only makes the comprehensive digitized promotion to the wired digital television system, but also explore pay TV operation pattern that adapts our subscriber market.Digital TV lays the foundation for the development of Pay channel Recently, however, it encounters the problem of " viewer quality bottleneck" in lots of areas in China. Among the limited prescribers of digital TV in China, even less voluntarily prescribe the Pay TV service. The reason lies in various aspects. Studying the status quo of the current practice of digital TV, we find Pay TV does not appeal to viewers, and the marketing of Pay channel is not clear. Consequently, there is a lot to do to make TV viewers voluntarily pay what they watch instead of sticking to the routine of watching TV free of charge.Pay channel commercialized the digital TV Therefore, the exploration of the marketing strategy for Pay TV has profound realistic significance for the advancement of China Pay TV At present, there are series of problems in the marketing link of China digital Pay channel Problems, for instance, are the lack of coorporation between its commercial agents, programs being short of attractiveness, and mistakes in viewer orientation, so on and so forth. Besides, there is considerable space of perfecting in such aspects as fee-charging, promotion channels, and brand-building.Local researches on digital TV are mainly focused on technology or transforming model of digital TV and overlook research on Pay Channel, which is the main business style of digital TV. This paper aimed at problems existing in the practice of China Pay channel mainly explores marketing strategies for viewer orientation, product, price, promotion channels, and brand. Furthermore, it suggests marketing compund strategy in expectation of bringing positive influence on the healthy development of China digital Pay channel. |
PDF Full Text Request