Marketing Strategy Of Chinese Cable Dtv In The Integration Of Telecommunications Networks, Cable Tv Networks And The Internet

The development of Communication techno logy has opened the door of the integration of broadcasting industry and the Telecommunications industry. At the same time, media industry also had a great shock by Digital Technology. it is a trend whatever traditional media like it or not ,that they have to fertilize the content they offering and adapt to new player platform to prosperity of new media in world wild. Promoting cable digital TV, which means to offer mountains of information for the user in broadband services.is a bright way for TV industry in China As traditional media to get into the media convergence.In 2010, relevant government departments had proposed the new policy to accelerate the integration of telecommunications network, cable TV networks and the Internet, as the great potential of cable digital TV will face more challenges and opportunities. At present, the quantity of cable subscribers in China has break through 150 million, of which more than 50 million are digital TV users. The prospect of cable digital TV is been said as lactiferous. However, with the competition of new media, digital cable TV also poses a threat in the market. Although the major cities had completed the overall conversion of digital TV, but faced with its interactive value-added services, the user reaction was not as stirring as Cable TV Company expect.Considering the background of the integration of telecommunications networks, cable TV networks and the Internet,this paper analyzes how harsh it will be in competition of this integration between broadcasting industry and the Telecommunications industry in the third and fourth part. Also analyze the advantages and disadvantages of the every parties and what kind of macro and micro marketing environment cable digital TV is facing. Meanwhile, introduce the next generation of broadcast television networks (NGB) as a mew stander of broadcasting Cable, and pointed out that the characteristics and trends of the next generation of broadcast television networks. It also discusses how users will accept and use the new digital cable television infotainment services. In the fifth part of this paper, brand strategy, diversified product strategy and pricing issues are been considered by combined with case study of various cable company such as Chongqing Cable TV Networks company.