Development Strategies For Mobile TV With The Tri-Networks Integration

CMMB is the abbreviation of China Mobile Multimedia Broadcasting,which known by Chinese as ‘China Mobile Multimedia Broadcast TV',is the technology to provide broadcasting programsto mobile phones,automotive navigation systems and other terminals by using S-band signal to achieve ‘air and ground unified coverage' and the nation-wide roaming.China Broadcasting Group Co.,Ltd.,established in June 2005,which is a state owned organization specializing in development of China Mobile Multimedia Broadcasting network constructions and business operations.October 24,2006,the State Administration of Radio,Film and Television(SARFT)formally set standards for China Mobile multimedia broadcasting industry and the confirmation of adoption of Chinese self-development researched mobile multimedia broadcasting industry standards.CMMB has laid down service frequency rangein the broadcast.January 13,2010,Premier Wen Jiabao chaired State Council executive meeting,decided to accelerate the convergence of telecommunications network,broadcasting TV networks and the Internet networks,which usually refers to triple play or threenetwork convergence.The meeting confirmed that the qualified broadcasting network companies are permitted to have added value telecommunications services and some basic telecommunications services and Internet networks services as well.The three-network convergence does not mean that the combination of physical location of three networks,but mainly refers to the integration of high-level business services.They interact with each other which in return formed an inter-dependent relationship.It is undoubtedly the most favorable news for CMMB technology which is relying on both the broadcasting and telecommunication networks.With shared resources and close cooperation,CMMB technology will embrace its best time for developments.Triple play could be used to enhance user recognition,the low brand awareness has become a significant bottleneck restricting its development for the CMMB,therefore strengthen promotion and marketing on triple play has become a top priority.Therefore,mobile TV operators should use the triple play opportunity to raise the publicity of CMMB which will improve the users' awareness of CMMB in a multidirectional and multi-channel way to the maximizing in exploiting potential of CMMB users and thereforeexpanding CMMB users base.