Research On The Operation Mode Of The Interactive TV Service Of The Broadcast And Television Operators

With the Party Central Committee and the State Council on the triple play work steadily,broadband telecommunications network,Internet,cable television network mutual penetration continues to improve,the market which fierce increasingly competition,both cable TV operators and telecom operators,or Internet TV giants have begun to market their own strategic layout.At the same time,the majority of domestic radio and television network operators to digital process and two-way network transformation,to high-definition interactive business oriented competition strategy to become the radio and television operators has become a wise choice to the market.In the traditional TV market share continues to shrink,after the integration of radio and television operators to survive have to find new profit growth point,in recent years,in the interactive business to bring more profit for the radio and television operators at the same time,also for radio and television operators to provide greater development space.High definition interactive TV is a new type of media,it is the future of cable TV.The development of high-definition interactive TV broadcasting network can make full use of existing resources,to cable TV operators in the future can not only bring huge returns,but also can effectively improve the network quality of service,enhance the value of its users.Fujian radio and television network group as a network to speed up the implementation of Fujian Province,a network of radio and television network,to enhance the overall strength of the province's Radio and television network industry and the establishment of a large state-owned cultural backbone enterprises.Since May 18,2013 HD interactive TV launch since,as of July 2016,has interactive two-way users 1 million 100 thousand.Interactive TV business has become one of the important transformation of Fujian radio and television network group.However,with the further integration of three networks,interactive TV market continues to be IPTV,OTT TV extrusion,the shape of the interactive TV business model need to be further explored in many aspects of optimization,therefore,the research on interactive TV business model is a rich and important and realistic significance.This paper firstly puts forward the background of interactive TV and radio and television broadcasting system under the research purpose and significance of interactive TV operation mode,then from the radio and television broadcasting system interactive TV business operation and development status of the development of the environment,China interactive TV services market competition structure are compared and analyzed,then Fujian radio and television network groupinteractive TV business model includes a series of issues related to types of business customers,operation status and income structure,and industry value chain are analyzed,on this basis,combined with my working practice,put forward the optimization strategies of interactive TV service operation mode,hope can be used as one of reference for future development of domestic radio and television operators.