The Discussion On Operation Mode Of Cable Digital TV In China

Nowadays, with the development of digital TV, the digital technology has undergone much dramatic changes, so has TV. Each country is doing much effort to make the digital TV perfect. Although digital TV has more advantages than traditional analog TV, without a present operation mode (hereafter referred to OM) for the reference, as a new technology, it faced much more difficulties and obstacles than before. It is appeared in such aspect, insufficient fund, superficial content, inefficient promotion, old system and transformed network. If we want to make the cable digital TV developed favorably, it must have a feasible OM.The article first introduces the historical development and current situation of the domestics and overseas and the background and purpose of the OM. Consequently, it analyzed the indispensability of the development of the cable digital TV, and the competition, along with the positive and negative element that we meet. In such aspects, investment capital, profit analysis, finance mode, program combination, market subdivision, marketing, customer service and so on, the article has an discussion about the ideas of the specific operation. At last, based on the analysis of the experience( the author, as a member of the planners of QD cable operation program), the author makes detailed arguments about the problem that people will meet before the operation, in the process of the operation, and after it put into service. Then he brought forth to some feasible suggestions. At the same time, with the sum-up of the arguments, he put forward a OM of the cable digital TV. It consists of four chains of value, main value chain, decision making chain, supporting chain, and value evaluation chain. He stated that cable digital TV is a huge system. Only if every aspect linked and coordinated, we can eliminate the bottle-neck effect and promote the development of the market. Only doing emphasis on one process, with ignoring another, will bring in bottle-neck effect, and has a bad effect on the favorable circulation of the cable digital TV.