B&T Industry’s Stategy In Triple Play

Triple play refers to the convergences of the provisioning and the techniques, when telecommunication, television and internet evolve to the next generation of internet. Triple play is able to provide vast services to their users such as voice service, data service and broadcast television. In China, the pilot programs of triple play have been announced in several cities. The launch of triple play in such cities not only brings the provisioning of those services provided by telecommunication, television and internet, but also leads to the competitions among such industries. Therefore, there are three questions should be taken into account in the age of triple play. Firstly, how the enterprises in broadcast television and telecommunication, provide competitive services to their customers. Secondly, how the enterprises attract their customers. Thirdly, how the enterprises maximize their profits, are becoming the questions that should be taken into account.In terms of the background as it has been mentioned above, this dissertation studies the development of domestic triple play through comparing the triple play in Europe and the United States. In this dissertation, the SWOT theory and Michael Porter’s Five Forces Model have been applied to analyze the strategies adopted by the competitors such as China Telecom, China Mobile and some new media enterprises that are the rivals to the enterprises from broadcast television industry. The strategies in triple play for the identity of broadcast television industry including television stations, especially the local television stations have been also analyzed. Based on the analysis, the perspectives of the further development of broadcast television industry therefore have been made.The dissertation is organized as six chapters. Chapter1introduces the background of triple play. Chapter2presents the progress in foreign countries. The analysis of competitors through the case studies on China Telecom and China Mobile is made in Chapter3, while Chapter4presents the analysis of the strategies for broadcast television industry. In terms of Chapter3and Chapter4. the suggestions for the enterprises in broadcast television industry are given in Chapter5. The conclusion of the dissertation is made in Chapter6.During the writing of the dissertation, the list of cities included in the second step of the pilot program of triple play has been announced by the government. The operators have been involved in the implementations of their plan for triple play. The competitions among those operators will be more intense in future. Therefore, this dissertation is up to date and contributes on the reform of broadcast television industry.The defects of this dissertation include:a) lack of deep analysis on political aspect; b) concentration on strategy analysis, but lack of analysis on legal, managerial and capital operational aspects; c) lack of analysis on new media--these enterprises which would change the advertising model so that the broadcast television as the content provider will be affected.