Broadcast Industry Breaks Monopoly, Shares Market, Transforms Services under Triple Play
In the blink of an eye, 2010, a year marked by competition and cooperation, is drawing to a close. At the recently concluded Third Annual China Broadcast Industry Development Trends Conference, industry professionals reviewed the current state and issues of the broadcast sector over the past year.
China's triple play differs from that of foreign countries
Zeng Qingjun, Deputy Director of the Science and Technology Department of the State Administration of Radio, Film and Television (SARFT), stated that network convergence abroad was not initially driven by technological development but by the need to break monopolies. The primary objective of the U.S. Federal Communications Act amended in 1934 was to break down industry barriers, allowing everyone to conduct telecommunications and cable television businesses. It was not a technological concept. In contrast, China's triple play originated from continuous technological innovation. Our purpose is to create an opportunity for better user service through resource sharing and interconnection based on the existing division of labor among government departments and industries. He further emphasized the importance of adhering to separate industry supervision and common development, with broadcast and telecommunications authorities performing their respective regulatory duties while encouraging complementary advantages for mutual growth.
Broadcast's entry into telecommunications marks the beginning of breaking the monopoly
Shen Xiangjun, General Manager of China Cable Television Network Co., Ltd., stated that the broadcast industry must clearly define its positioning when participating in triple play. Participation in triple play is the responsibility of the broadcast sector, grounded in strengthening cultural dissemination capacity and the construction of main channels for cultural dissemination. Maintaining the status of broadcast networks and the main channel of cultural dissemination is crucial. He also pointed out that after more than a decade of telecommunications reform, three major groups have formed and moderate competition has been introduced. However, the fixed-line market remains monopolized. In the south, China Telecom; in the north, China Netcom — in fixed-line services, there is still one telephone line and one telecom company. The broadcast industry's participation in triple play and the permission for broadcast to conduct telecommunications services mark the beginning of breaking this monopoly.
Creating new markets and sharing new markets
Zhao Zhifeng, Deputy General Manager of Wasu, stated that triple play injects new momentum into the digital TV industry. However, given the current development of digital TV, it is necessary to address changes in four areas: network, competition, services, and market. When discussing how to respond to these four changes, Zhao Zhifeng proposed "four embraces": embracing new technologies, embracing the Internet, embracing new media, and embracing new markets. He believes that new technologies enable business growth, and the ability to grasp and control new technologies is vital to the future development of an industry. Facing the vast content on the Internet, Zhao Zhifeng said that to embrace the Internet, one must first clarify how to enter Internet services. In today's networked and digital era, the development of new media provides numerous opportunities for the digital TV industry and drives its overall growth. Regarding the new market under triple play, he stated that we must explore new markets, create new markets, and share new markets with others, thereby ensuring the stable development of the digital TV industry.
Changes in service design under triple play
Luo Xiaobu, Deputy General Manager of Gehua CATV, stated that services have shifted from traditional single-service offerings to full-service offerings, where "one technician handles everything in a single visit," which has also changed workforce requirements. He also analyzed changes in the direction of service design, the shift in design focus, changes in solutions, and changes in metrics. He emphasized the need to align with user needs and clearly understand what users require. Traditionally, service design was enterprise-centric, but now it is society-centric and user-centric. Moreover, service metrics are no longer focused on satisfaction and loyalty but on stickiness. When discussing the difference between broadcast and telecommunications, Luo Xiaobu stated that the broadcast network aligns with the nation's political system and governance, serving as a network for the underprivileged. Providing good service is an expression of party spirit. The broadcast industry emphasizes political awareness, and he hopes the telecommunications industry will also genuinely demonstrate political awareness and party spirit.
Source: Streaming Media China