| Along with the strategy implementation of Broadband China and the development of Triple Play, China’s OTT TV ushered in the great opportunity of the development.People can watch a huge number of video through the OTT TV. TV became an entertainment center of the family again. The living room culture regained the important part in people’s mind, which is the hot topic in recent years.This thesis is from the research background of OTT TV industry, from interpretation of OTT TV industry. First of all, to figure the concept that the thesis involves, to discuss the history of the global OTT TV’s development and the situation of current development. Then in the third chapter of the thesis, to analyze and summary the business mode of the OTT TV, to study the effect that the policy regulates the OTT TV in China. And with the policy’s change, the three stages of the development of Chinese’s OTT TV and every part of each industrial chain in each stage, which explore and practice to the operation mode. The fourth chapter of this thesis uses Le TV and Mango TV as the example to research the operating method, to analyze the respective character in order to offer the reference to other participants of OTT TV. Finally, it is from four aspects, such as the industrial chain, the value-added service, the precision marketing, and the Internet Thinking to prospect the future development of Chinese OTT TV industry.The studies suggest that the OTT TV industry in China is still during the primary stage of the development. But OTT TV is the inevitable trend of the audio-visual media industry’s development in the future.Although the current profit mode is still in groping,the prospect of development is the extremely impressive. Along with the further development of science and technology, the OTT TV will become a dominant form of mass media, the industry operation mode will be more mature. The every part of the industry chain will also promote the development of the OTT TV industry with the attitude of win-win cooperation. |
