Study On Technological Evolution And Business Mode Innovation Of China's DTV Industry

Since China's launch of digital TV transformation in 2003, after more than 10 years' development, China has basically completed the overall conversion of digital broadcast television, and has entered the new era of digital TV. In the era of digital TV, media audience's demand for television content has undergone a fundamental change, in addition to pursuing a more realistic sensation of viewing experience, TV subscribers also hope to watch TV at any time and watch their favorite TV shows selectively. Meanwhile, along with the widespread use of smart phones, tablet PCs and other smart devices, consumers' consumption habits for digital content has also undergone a tremendous change. All these changes cause consumer to put forward new demands for the TV industry.Under the background of the convergence of “three networks”, i.e., the internet, the telecommunication network and the cable network, it is necessary to conduct an in-depth research topic on meeting the diversification and customization of subscribers' need along with the rapid change of technology, thus to promote the innovation of China's digital TV industry business modes and its sustainable development. It is necessary to research on business mode innovations of China's digital TV industry, to analyze the inherent dynamics of business mode innovations, and to explore the development strategy of China's digital TV industry accordingly.This paper firstly outlines the concept of business mode innovation and the dynamics model of business mode innovation, and also analyzes the general process of business mode innovation and the interaction between business mode innovation and technology evolution. Then, on the basis of reviewing the development process of digital TV industry, this paper focuses on two kinds of new business modes of digital TV, i.e., IPTV and OTT TV, and also analyzes the dynamics of these two business modes and the trend of the business mode of China's digital TV industry. Finally, from the perspective of business mode innovation, this paper puts forward some suggestions for China's digital TV development, such as focusing on common technology innovation, focusing on consumers' demand change, strengthening cooperation between related parties, building sub-ecosystems among related parties, and promoting the government regulatory changes of China's digital TV industry.This paper will enrich the literature of technology evolution and business mode innovation, and will be of significance for China's digital TV enterprises and for relevant regulatory policy-making by China's regulatory departments.