Research On Beijing High Definition Interactive Digital TV Operation Mode And Innovation

In recent years, Analogue TV was replaced by Digital TV gradually and was extensively accepted by most of users. All the broadcasting system across the country launched the paid-DTV programs, HDTV and interactive VOD to get the value added revenue.As time of the "post panel-mobile TV" and under the background of integration of three-networks, along with the competition of the market and fast technical update, the broadcasting operation institutions have to reform so as to make the cable TV users get totally different experience, and enhance the users’dependence to the DTV, transfer from watching TV to using TV or playing with TV, so that the operation institutions could grasp and explore the market and make sustainable profit.This article is based on the background for integration of three-network, along with the study case of BGCTV, applying the marketing management and strategy management to elaborate the risks and advantages. After deeply analyzing of HD and interactive TV business in Beijing area, and analysis for the business model and product operating model, combined with comparison for broadcasting operation institutions both domestic and abroad, to find the best way of market positioning and operating strategy, also under the consideration of the local environment, this article presented an innovative solution for DTV operation model in Beijing. The solution aims to provide basic theory for DTV operation and at the same time to provide reference for product development and market strategy so that to make progress of DTV business in Beijing.