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The Study on the Operation of the Programs of Digital Subscription TV Channels

Author: PengPeiCheng
Tutor: YuXiongHua
School: Hunan Normal University
Course: Journalism
Keywords: Digital pay- TV channels Value chain Program operation Core competitiveness Marketing
CLC: G229.2-F
Type: Master's thesis
Year: 2009
Downloads: 172
Quote: 2
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Abstract


Digital pay- TV channels in recent years has developed rapidly , the number is growing , growing user . At the same time, the development of the premium channels face many difficulties : the lack of quality of the program content , not form an effective profit model , there is no advantage in the digital TV industry . In the theory of competitive advantage , Porter , industry structure analysis ( \buyers and suppliers , strategic analysis, structure and industry analysis provides an excellent framework for analysis ( strategic groups , strategic positioning , barriers to entry ) , as well as industry evolution ( life cycle , evolutionary process ) . Pay channels lack the core value chain , it can not be on the program resources advantage , client resources also unable to obtain additional revenue . In this case , the digital TV pay-per-view channels to form their own core competitiveness , greater development , it is necessary to attach importance to the operation of its programs . Paper the analysis of the first chapter focuses on the status of the digital pay- TV channel program operation . In recent years, the rapid development of digital television , more and more premium channels ; At the same time , the domestic television market is changing ; However, the development of pay-per-view channels are still subject to a number of factors . Departure from Porter's theory for the second chapter , to explore the status of the pay channels in the television market and digital TV industry value chain , concluded : pay-TV is in an unfavorable position , the need to build up their own core competitiveness . Chapter stressed that the operation of digital television pay-per-view channels programs should focus on brand strategy , brand advantages provided by public television platforms actively construct their own brand , master program resources to focus on brand differentiation : to focus on the industrial chain to create superior brand . Chapter stressed that the operation of the digital TV programs pay channels should pay attention to the marketing strategy , differentiated marketing , database marketing ; Chapter stressed that digital TV pay-per-view channels program operation should attach importance to the integration strategy , make an inventory of the resources of industry , the introduction of the benign assets , to build a new profit model .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China
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