The hottest radio and television reflect on the ne

Radio and television reflect on the construction of networks and integrate new thinking in the arms race

seeing that telecommunications are growing stronger and stronger, and new technologies and new media are changing the industrial pattern, but the integration and reform within the radio and television system are progressing slowly, and the gap with telecommunications is growing

"in the past few years, radio and television have been storing energy. The next 10-15 years will be the stage of great development of radio and television." Gao Wen, member of the CPPCC National Committee and academician of the Chinese Academy of engineering, expressed such feelings at the CCBN (China International Radio and television information network exhibition) forum. Is this not the wish of every radio and television person

seeing that telecommunications are becoming stronger and stronger, new technologies and new media are changing the industrial pattern, but the integration and reform within the radio and television system are progressing slowly, and the gap with telecommunications is growing

as every year, CCBN always has many new hot spots. Ott (Internet TV without on-demand), social TV, 3D TV, etc. have become the new focus of this year. However, in the face of these new applications, the radio and television system needs to no longer blindly pursue new hot spots, but change its thinking and start to consider the possibility of its landing from the perspective of users. The way of thinking of radio and television people needs to start the transition from competition to integration, and from television to interconnection

reflection on the arms race in network construction

at present, the radio and television industry needs to answer several basic propositions: the difference between TV viewers and TV users, at what level TV users still need TV, what businesses need to be transmitted through cable, and how the future consumer psychology of TV users constitutes

at the just concluded two sessions, Miao Wei, Minister of the Ministry of industry and information technology, revealed that the Ministry of industry and information technology has made a comprehensive plan for broadband construction during the 12th Five Year Plan period, and the broadband China strategy has risen to the national level. At present, there are relatively mature promotion plans. In this plan, we should promote optical fiber and optical cable through "light in and copper out" and develop broadband urban infrastructure construction. The goal of broadband speed-up in China is to achieve 20m bandwidth in urban households and 4m bandwidth in Rural Households by the end of 2015

in 2011, China Unicom and Chinatelecom have begun to upgrade broadband in some key cities. Many users in Beijing and Shanghai have enjoyed free upgrade to 10m or 20 when pulling force to increase m bandwidth

correspondingly, the radio and television system proposed to upgrade to Ngb (next generation cable television network) three years ago, with a bandwidth of up to 30m at present and even 100 megabytes in the future. According to the national 200million cable TV users, the total investment in the construction of Ngb network is more than 300billion yuan, which will greatly stimulate the development of the industry. While upgrading the network, it will promote the rapid development of new video applications such as interactive TV, high-definition TV, somatosensory games, information, three screen interaction and targeted advertising

not only is the wired network being vigorously upgraded, radio and television have also begun to consider wireless network access. "In the field of telecommunications, every operator has its own mobile, and radio and television only rely on its own cable. If it is not for the coordinated development of cable, wireless and satellite, radio and television only based on cable to join the three integration strength is far from enough." Shen Xiangjun, general manager of China cable television network Co., Ltd., said during CCBN

under the premise of "three integration", both Telecom and radio and television hope to vigorously expand their networks to integrate more businesses, and a network arms race will begin early

as the earliest pilot, the Ngb demonstration in Shanghai has been put into operation at the end of 2011, and many new businesses such as 30 channels, 5-day review, video on demand, recording and playback, hydropower and coal TV payment, TV mall, TV banking and so on have been opened. However, in the trial operation, it was found that in addition to watching back and video on demand, other functions such as convenient payment, interactive mall, TV finance, and so on, users did not buy it very much. Whether it was paying water, electricity, coal, shopping, or using TV to transfer money, they always felt uneasy and were not used to it. TV users are mostly middle-aged and elderly users who are slow to accept new things and groups with low income. In the words of Luo Xiaobu, deputy general manager of Gehua cable, "telecom users are high-end groups, and TV users are vulnerable groups"

"Ngb was in the fog last year and in the cloud this year. So far, all Ngb schemes are beautiful, but they have no characteristics." Luo Xiaobu is a "pragmatist" in the radio and television industry. He advocates that the development of Ngb should not use the "thinking of all-round war", because the radio and television industry has a weak user base compared with telecommunications, the national development is very uneven, and there is a strong "farmer awareness" within the system

"at present, the cable industry needs to answer several basic propositions: the difference between TV viewers and TV users; at what levels do TV users still need TV; what businesses need to be transmitted through the cable line; and how is the future consumer psychology of TV users formed." Wu Chunyong, an expert in three convergence research, believes that only by solving these problems can the radio and television system really find the needs of TV users

integration of new thinking

the trend of three integration must be towards the diversification of terminals and the enrichment of applications, so there is no need to be too entangled in the competition for local businesses. Integration is not competition and substitution, but the same goal

almost all the keynote speeches at the opening of CCBN every year are opened by Zhang Haitao, deputy director of the State Administration of radio, film and television. In the past few years, the focus of Zhang Haitao's speeches is the reform of radio and television, the transformation and integration of cable television networks and other topics. Great changes have taken place in this year's keynote speech. Wang Gengnian, President of China Radio International, talked about "understanding and exploration of all media". In previous speeches, the radio and television system is a main body, which is more about how to change radio and television. This speech is about how to change and integrate the industry, and how radio and television should adapt to change. In fact, this is the manifestation of fundamental changes in radio and television thinking under the continuous promotion of the three integration. "In the context of the integration of traditional media with new technologies and new channels, as a traditional media, there should be a reflection." Wu Chunyong said

under the impact of new media, traditional TV production, theme, communication, users and other links are facing great challenges. It is an indisputable fact that traditional channel users are losing, and the diversification of terminals, including, tablet computers, and the change of audience age, makes young audience groups flow to the network. TV startup rate has become a big problem

during the two sessions, Zhu Hong, a spokesman for the State Administration of radio, film and television, said: "new media is an important project for the future development of radio, film and television. Radio, film and television should actively transform and improve traditional media and traditional industries, and accelerate the development of new media and new formats." Radio and television has taken the transformation to all media operators as a new direction. This means that the vision of radio and television is changing. In the past, it only stared at itself, then at its competitors (Telecommunications), and now it has finally learned to "look forward"

three convergence has been proposed for ten years. In the hearts of radio, television and Telecommunications people, convergence refers to two-way entry, that is, entering each other's business fields. Naturally, the relationship between the two sides is competition and substitution. This is also the fundamental reason for the slow progress of the three integration

"in this era of developed information transmission channels, it is not just the competition and integration of radio and television, telecommunications and Internet. In the future, more, newer and cost-effective information transmission channels will certainly appear with the promotion of corresponding technologies and their industrial chains." Wu Chunyong analyzed

although the awareness of "competition" still exists, with the rapid renewal of new technologies and new applications, radio and television continue to try and make mistakes in the reform, and finally realize that the real meaning of integration is ordinary ball screw: the trend of "three integration" must be towards the diversification of terminals and the enrichment of applications, so there is no need to be too much entangled in the competition for local businesses. To some extent, whoever masters users, user data and user behavior will become the leader of the future three convergence and mobile Internet industry chain. Integration is not competition and substitution, but the same goal

zhaozhifeng, vice president of Huashu digital TV media group, once proposed in an interview with China Business Daily that radio and television and Telecommunications should not only look at each other's existing businesses, but also look forward. Both telecommunications and radio and television are essentially information infrastructure. We should grasp the trend of digitalization and informatization and expand the increment

Xia Xiaohui, deputy general manager of China network television, said in an interview: traditional media are always bound by traditional thinking. In terms of business operation, management mode and work style, we must ensure the export environment and learn from Internet companies. He cited two examples, such as the concept of user first in Internet enterprises. Traditional media has the mentality of educating users, and Internet enterprises are centered on user experience. Another example is an open mind. Internet enterprises stress openness and cooperate with various excellent companies, while traditional media are more arrogant and have a dominant mind set

Luo Xiaobu always mentions apple in every speech. "Radio and television people should remember Apple's Creed: simplicity is king, experience is supreme, and focus on winning."

background

the next generation of radio and television networks is facing challenges from telecommunications

201 it can be seen that in April, the Ministry of industry and information technology put forward the requirement in the "opinions on promoting the construction of optical fiber broadband networks" that "we should fully recognize the importance of the construction of optical fiber broadband networks and speed up the construction of networks". According to the opinions, by 2011, the average access capacity of urban users will reach 8m and that of rural users will reach 2m, and the goal will be basically achieved

in 2012, the "broadband China" strategy was launched to the effect that it would take several years to "reduce prices and speed up" China's speed. This project is implemented by the Ministry of industry and information technology, striving for national policy and financial support to accelerate the development of 3G and optical broadband networks and expand coverage. By the end of 2015, the bandwidth of urban households will reach more than 20 trillion, that of rural households will reach more than 4 trillion, and that of urban households in the provincial capital of the eastern developed regions will reach 100 trillion

in 2012, China will implement the broadband speed-up project with the goal of increasing speed, popularizing, benefiting people's livelihood and reducing prices. At the same time, we will continue to promote the establishment of universal service funds, and thoroughly implement the communication project for every village and the information to the countryside. Continue to promote TD-LTE research and development, industrialization and scale-up trials. Actively and steadily promote the development and evolution of next-generation interconnection, carry out IPv6 small-scale commercial pilot, and explore and form a mature business model and technology evolution route

as a local specific implementation, for example, Beijing Unicom has gradually increased the speed of all broadband users of Beijing Unicom for free from March 1. This speed increase includes all ADSL and LAN broadband users. After the speed increase, the original 512k users' speed increase is 1m, 1m users' speed increase is 2m, 2m users' speed increase is 10m, and 4m/8m users' speed increase is 20m. However, some customers need to complete the transformation of optical fiber into their homes before they can enjoy a broadband rate of more than 10m

since February 17, Beijing Telecom has officially completed the acceleration of home broadband for 512k, 1m and 2m speeds. After the acceleration, 512k, 1m speeds up to 2M and 2m speeds up to 4m. Beijing Telecom's home broadband speeds have all reached the level of 2M and above, and the free acceleration of 4m and above broadband will also be launched in the near future. China business daily