The Development Of Digital Tv In Japan And Implications For China

The push of digital affords TV with a multi-channel era. This new integrative communication way is gradually introjected with the information and correspondence field technically and functionally, which helps the 21^st audiences enter the "using TV set" era from the "watching TV" era. But at the same time, it also changes the transmission environment and subtly changes the relationship between the provider and the audience.The digital TV operators hope to please the audience maximumly and attract the paid audience, so as to get more economic income. But the responsibility of the pubic media requires the digital TV to promote the progress of the society besides affording colorful programs and service. The audiences control the remote device by themselves, so they become more careful to chose or not chose one when facing paid TV programs. The integration of information, ordering programs, shopping, games and exchange makes digital TV- "fighter plane" of the media-drive the audience's control desire, and let them can't tolerate the unsatisfied programs.The replacement of simulation by digit is an unavoided trend. In order to occupy the start, all of the world speed up the digital process. The Chinese government pays much attention to the push of digital TV in our country so we have strong policy support and huge market potential. The successful holistic change mode also appears in Qingdao, Foshan, Hangzhou etc. The development at the beginning is very good, but the popularization is very difficult. And now we are faced with the problem of lacking capital and programs. The reasons can be concluded as the following two: the weakness of both hardware and software.The development and application of the digital TV technology in Japan is at the top of Asia, and even the whole world. The digital TV transmission has developed for many years. Most of them are very successful and now the operation mode is more and more mature. Through the comprehension of the digital TV development process and operating characteristic in Japan, and researching their under- implement plan, we can see that the popularization of the digital TV has many obstacles. But supported by its advanced technology and highly attention to the software, now the popularization road is more and more smooth.China and Japan has many mutual sense on the plan and importance of the digital TV. We can absorb Japan's experience and lessons, especially their understanding and implement of the "simultaneous development of the hardware and software", which is very helpful theoretically and practically. So this thesis is trying to find out the solution to this problem on the base of the above research and analysis.This thesis restudies the digital TV firstly and summarizes the development of the digital TV in the world. And then the thesis reviews its development process in China, coordinates the condition of satellite digital TV, ground digital TV and cable digital TV, and summarizes the policy plan of the digital TV development in China. Through our analysis of the present condition of the digital TV, we find out the two confusing issues. On one hand, we are worried about to what degree the digital TV will change the relationship between the applier and the audience, about if it is good for the audience to use the new media actively and about if it will affect the cultural progress of the society. On the other hand, in practice we encounter the bottleneck—pinch of program content, capital scarcity, immaturity of practical mode, the low enthusiasm of the audience, etc—that restrict its further development.And beginning with the general development of digital television in Japan, this thesis reviews its development pathway and finds the main characteristics of its extension and practice: advanced technical standard, concern of government, publicity and promotion of digital, leading practical institutions, programs and price , and research of the audience. Taking the advanced service system of Sky PerfecTV in Japan as an illustration, the representative development of digital television in Japan is learned through practice. Then the baffled situation, including little interest of people, audience's lack of correlative knowledge, costliness of digital television devices, hackneyed program content and etc, is found. According to the springting plan of overall closure of analog signal before 24^th July 2011 in Japan, they have found solutions to the existing problems and new measures for popularizing course to make all of the country full of confidence of carrying-out all-around.Chapter eight, the most important of this thesis, gives out the illumination of digital television progress in Japan-great support from government, encouraged nongovemmental power and temperate supervising of statute make sure success of digital television in Japan; dominance of content and emphasis on both hardware and software play a key role in its success ; embedded propaganda posing a good public atmosphere, attention to audience's advise and diversification of service, and well-timed transformation are important causes of its success. Based on the mentioned summary, this thesis at last tries to make suggestions for the future development of digital television in our country: emphasis on researches of audience , advocation of training the quality of medium , carrying-out the content-dominanted philosophy, persistent expanding of resource reserve, promoting the mature of management mode, expediting integrating of network and strengthening studies and training personnel.