For a big discussion about "triple play" in 1998, many people in the industry still remember it. After 12 years of gaming in the broadcasting, television and telecommunications sectors, the moment of "three networks integration" breaking ice finally arrived. On the 13th, the State Council executive meeting released the signal of accelerating the "three networks integration" - starting this year, piloting the two-way entry of radio and television and telecommunications services, and fully realizing the "three networks integration" from 2013 to 2015.
According to the Xinhua News Agency, the State Council announced on the 13th that China's "three networks integration" has entered a critical period and has made breakthrough targets: from 2010 to 2012, focusing on two-way pilot projects for broadcasting and telecommunications; 2013 to 2015 In the year, we will fully realize the development of “three networks integration†and establish new systems, mechanisms and new regulatory systems. The Beijing Morning Post reported that this was a plan drawn by the broadcasting and telecommunications sector for many years, and it was followed by 13 drafts. Radio and TV has begun to build a national broadcasting and television network company, and both radio and television and telecommunications are submitting alternative “three-network integration†pilot provinces and cities.
Experts said that the new policy is a historic breakthrough, allowing radio and television and telecommunications to enter each other, but the specific "degree" is significantly different.
In foreign countries, “three networks integration†has been smooth all the way many years ago, but it has been pushed all the time in China. The most fundamental obstacle lies in the competition for interests between relevant departments, which is manifested in the competition for the dominance of “three networks integrationâ€.
Forming an industry scale of more than 600 billion
Experts predict that the integration of the three networks will economically drive investment and consumption of 600-700 billion yuan, and it is also possible to increase 200,000 jobs and create new economic growth points. Regardless of the long-term or short-term perspective, responding to the global financial crisis and expanding domestic demand, “three networks integration†is a very important measure. If 100 million netizens in the 300 million netizens order one hour of TV programs every day, each person spends one dollar, which is one hundred million, and the economic effect is very obvious. Some agencies predict that if the "three networks integration" is realized, it is expected that the revenue of media and entertainment services carried on China's fixed broadband network will exceed the part of mobile communication, and this alone will promote China's GDP growth by about 0.8 percentage points. .
One machine can call to watch TV online
According to the Chongqing Morning Post, the so-called "three networks integration" is a broad, socialized statement. At this stage, it does not mean the physical integration of the three major networks of telecommunication networks, computer networks and cable television networks. Refers to the convergence of business applications. Through the technological transformation, the three major networks can provide comprehensive multimedia communication services including voice, data and images. The common people can complete almost all daily information processing such as surfing the Internet, watching TV, and making telephone calls through a network.
The triple play brings five major benefits: First, information services will shift from a single service to multimedia integrated services such as text, voice, and video; it will also greatly reduce infrastructure investment and reduce maintenance costs; third, it will improve network performance. The level of resource utilization is further improved; the integration of the three networks is the integration of the business. Through the integration of the network, a more abundant value-added service type has been derived, such as TV, VOIP, video mail and online games, which greatly expands the service provision. Scope; triple play has broken the long-term vicious competition of telecom operators and radio and television operators in the field of video transmission. Major operators will grab food in a pan, and watch TV, Internet, and telephone charges may be packaged down.
Three-network integration design1. The overall plan design basis:
EPON is an emerging broadband access technology that integrates data, voice and video services through a single fiber access system and has a good price/performance ratio. EPON combines the advantages of passive optical network technology and Ethernet technology. Passive optical network technology only needs passive components in its point-to-multipoint topology and transmission. It has the advantages of saving installation cost and eliminating post-maintenance. It is especially suitable for access networks and has become a popular optical access network technology. Provides the most efficient broadband method for end users of access networks through cost-effective structures and technologies.
EOC (Ethernet Over Coax) is an access technology based on the cable TV coaxial cable network using the Ethernet protocol. EOC technology can carry a variety of business applications including high-speed Internet access, HD/SD, broadcast, IPTV, VOD, VOIP. EOC has the following characteristics: It relies on the one-way cable TV network in the unit corridor to make full use of the coaxial cable resources of the HFC network. The maintenance is simple and the reliability is high. The branch branch distribution equipment is the same as the EPON network, and has fewer fault points and is easy to maintain. The network has strong adaptability, two-way symmetric high bandwidth, strong anti-noise interference capability, and can withstand large link attenuation. Easy to install, users can access the EOC terminal and use it. It is the best "last 100 meters" access technology.
Advantages of EPON+EOC: EPON adopts a point-to-multipoint structure. The head-end equipment OLT and the remote equipment ONU realize one-to-many communication through the optical splitter, which is the same architecture as the optical transmitter is connected to the optical receiver through the optical splitter. . For the cable TV fiber network to be laid, there is no need to make many changes to the original fiber network. Just place the head end OLT in the equipment room, place the optical splitter at the connection box, and place the remote device ONU at the optical receiver. Broadband access is possible. Use EOC to achieve the "last 100 meters" access, place the EOC office at the optical contact, and place EOC terminals in the user's home to access TV, telephone and broadband. Moreover, EPON+EOC provides great convenience for centralized unified network management. In this way, the OLT and the digital TV front-end system are placed in one place for easy management; the digital TV fiber network has the same structure as the broadband data fiber network, which is helpful for fault analysis and judgment; the optical receiver, ONU and EOC board at the optical node The end can be centrally maintained. The whole system is convenient for networking, and the time required for the project is short, which is convenient for expansion, convenient for management, and simple to maintain.
How to look at the market opportunities and technological prospects after the integration of the three networksFrom the perspective of the media, the integration of the three networks will bring a spring to the content producers, and the advertising agents will be washed once, and the transformation of the domestic media will be extremely difficult.
After channel integration, traditional media that rely on channel advantages will suddenly find changes in data immediately, such as the ratings of local TV stations. Previously, even though the content of the programs was not good, the advantages of relying on viewing coverage have always been favored by advertisers. Even if the same TV series of the same broadcasts can still earn their own money. The integration of the three networks will change this situation, so there is a prophet of Hunan Satellite TV to propose the idea of ​​reform, and actively try to separate the production and broadcasting.
After losing the protection of the cable network + TV channel, the traditional media was forced to connect with the online media and compete directly in the video field. Aside from the influencing factors of licenses, traditional media based on years of experience in program production, including human resources, equipment and other resource advantages, maintain a certain advantage in content competition. However, in the field of event broadcasts, film and television dramas and other online media stations on the same starting line, CCTV5 or PPTV watch football broadcast, is in a TV drama channel or in Youku watching TV series, the choice is in the hands of the audience. Entertainment programs rely on traditional media and independent content producers. In addition, the news is subject to license restrictions, which is still the advantage of traditional media.
The mode of advertising operation must change. The on-demand advertising model is completely different from the current in-stream mode. Advertising agencies with interactive technology will emerge, and traditional media-based advertising companies must also transform, such as Changrong in China. The company has begun testing the digital TV advertising operations.
Regardless of the progress of the triple play, the trend of technology development will not be reversed. We can see some clues based on the trend of foreign media development. For example, Apple TV has changed the user's viewing habits and triggered a TV war. Hulu is also considered a foreign media giant. Test the water. On the day when technology matures, we will find that traditional media, like broadcasts and newspapers, will not die.
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