Study On The Development Of CMMB Handheld TV Under The Industry Convergence Perspective

Industry convergence of communications and media industry has a huge role inpromoting the industry. Countries in the world from a strategic high Greater degree ofintegration of industry support. Handheld TV as the core of mobile media applications,known as3G Era of the "killer copper", a typical business integration as an industry, anexcellent entry point into the integration and industrial A breakthrough. In the currentgovernment policy, driven by the industrial development of fusion-breaking entitledhandheld TV has brought new opportunities. Compared with foreign countries, therelatively slow development of China’s handheld TV, there are many problems. First,the lack of regulatory policy, with serious non-clarity, uncoordinated, non-adaptive;second, GB Dislocation, but the introduction of the implementation of the standard ofcompetition is still chaos, seriously affecting the hand-held TV industry chain formationand strengthening; Third, the program resources plaque, content homogeneity, becomean obstacle to the development of hand-held television the biggest problem; Fourth, ledby an independent broadcasting and telecommunications business model inefficient,fragile chain; Fifth, profit eating Force is high tariff, the profit outlook bleak. Hand-heldtelevision and industrial integration complementary and mutually reinforcing. Threenetworks Integration context, the development prospects of handheld TV to reproduce.First, the industrial capital into faster, user rules mode to expand, making the industry’smarket scale; Second, broadcasting and telecommunications will co-operate toachieve the content capital source more secure, more efficient network services,increase consumer choice, broadcasting telecommunications complement each other,work together Win-win situation; again, market competition become more rational, theformation of relatively full of competition.Through the development of hand-held TV analysis of problems, combined with theintegration of industry-based handheld TV prospects Hand-held television developmentcan take the following strategy: First, to strengthen policy-oriented supervision,implementation of the three networks Integration of the relevant rules, to establish asound platform for monitoring mechanisms, and set up the integration of the governingbody; second, Telecommunications and broadcasting should be based on win-winco-operation for the purpose of implementation, to create a mature industry chain, areasonable interest Allocation mechanism, to scientific and rational profit model, to develop hand-held television professionals; third, to enhance the user Audience analysisand market development, based on user location and user viewing behavior analysistraining user consumer market Field; Fourth, innovative hand-held TV contentproduction, including program content, program formats, programming and copyrightprotection; Fifth, the use of flexible and efficient marketing methods, such as eventmarketing, database marketing, experience Marketing and co-marketing.