Approach On Business Planning Of Interactive Services For Cable Netwroks In The Pilot Cities & Regions In A Trial Of 3-network Convergence

The concept of 3-Network Convergence was proposed as far back as in 1997 in the first national information meeting, and was mentioned in the following "ninth five", "tenth five", "eleventh five" planning as well, but the 3-Network Convergence made slow progress since it was limited by the demand of end users and the development of network technology. To tackle the financial crisis and boost the information construction, in January 13th, 2010, Premier Wen Jiabao of the state council held an executive meeting and decided to promote Telecom network, Broadcasting and Television network and Internet network moving forward to be 3-Network Convergence.In china, the management and operation are in completely different modes between Telecom enterprises and Broadcasting and TV enterprise. China's Telecom operators started to reform from 1994, and formed the mutual competition with 3 operators. Although China's Cable networks have been covering all the cities, but since each Cable network was built up seperately, and all of them are in a state of decentralization, there are not a real national Broadcast and Television enterprise in place. In 2009, the total incomes of Telecom enterprises are RMB 814.2 Billion, but Broadcast and Television enterprises only 196 Billion. This huge gap makes Broadcast and Television enterprises in a vulnerable position when they are cutting the big cake of 3-Network Convergence against Telecom enterprises.July 1st,2010, the first batch of pilot cities & regions in a trial of 3-Network Convergence were announced, and it signified to be the substantive step. The first batch of pilot cities & regions include HaErBin, BeiJing, DaLian, QingDao, NanJing, ShangHai, HangZhou, XiaMen, ShenZhen, Mian Yang, WuHan, ChangZhuTan urban clusters. As a pilot city & region it will meet 3 conditions basically:1) to finalize the digitalization and two-way network reconstruction of cable network and the reconstruction of telecom broadband network; 2) the users in either cable network or telecom broadband can reach a certain scale; 3) as both the approved pilot cities & regions in a trial of IPTV by SARFT and the approved pilot cities & regions in a trial of cable internet access by MIIIn order to protect the benefits of Broadcast and Televison industry, China takes the principle of non-equal-right-to-entry when setting policy. It means Broadcast and Television control and mange the content and can enter telecom area to launch the basis telecommunication services but Telecom is only involved in part of broadcast and television program production and transmission and still forbidden in content integration and broadcast areas. However, in spite of Broadcast and Television enterprises very prevailing at policy seemingly, it is difficult for them to compete with Telecom enterprises when the trial finished.Under 3-Network Convergence with opportunities and challenges coexisting, this paper works at interactive services planning, and finds suitable classification, value chain, business models, technical architecture as well for Cable operators, and discusses the strategies and emphasis, and implements in planning practice.This thesis has six chapters. Firstly, it introduces its background, purpose, significance and its research content and framework. Secondly, with the mushroomed and the rapid development of 3-Network Convergence, it introduces its referred theories and market environment. Thirdly, it analyzes different classifications, developing trend of interactive services, deeps into the research of its value chain, summarizes and gets several typical business models. Fourthly, it analyzes current technical architecture, summarizes the issues, and designs new solution for support platform accordingly. Latter, in view of pilot cities & regions, it gives some factors that should be taken into account; it raises strategies and key points on interactive services planning after the whole analysis. At last, according to the case of NanJing Cable, it will provide an interactive services planning proposal which is combined with Nanjing Cable situation, and raises the service development plan and market expectation.