Using digital TV to make pay TV;

In digital TV, the two-way information transmission technology is adopted, which increases the interactive ability and endows TV with many brand-new functions, so that people can obtain various network services according to their own needs, including video on demand, online shopping, remote teaching, remote medical treatment and other new services, making TV a veritable information appliance.

The most important service provided by digital TV is video on demand (VOD). Video-on-demand is a brand-new way of watching TV. Different from traditional TV, users can only passively watch the programs broadcast by TV stations. It provides more freedom, more choices and stronger interactive ability, conveys the needs and points of users, and effectively improves the participation, interactivity and pertinence of the program. Therefore, it can be predicted that the development direction of TV in the future will be towards the on-demand mode. Digital TV also provides other services, including data transmission, graphic broadcasting and Internet access. Users can use TV for real stock trading, information inquiry, surfing the Internet and so on. , giving TV new uses, expanding its functions, and turning TV from a closed window into a communication window. Compared with analog TV, digital TV has the following advantages:

1, good viewing effect, high image definition and high audio quality, which meets people's sensory needs.

2. Strong anti-interference ability. Digital TV is not susceptible to boundary interference, which avoids the influence of crosstalk and noise.

3. High transmission efficiency. 8- 10 sets of standard definition digital TV programs can be transmitted by using analog channels in cable TV network.

4. Compatible with existing analog TV sets. You can watch digital TV programs by installing a digital set-top box in front of an ordinary TV.

5. Provide brand-new services. With the help of two-way network, digital TV can not only enable users to order programs on the Internet and freely choose various information, but also provide a variety of data value-added services.

Although digital TV is surging around the world, it is still a new thing in China. The knowledge of digital TV can't be understood in one sentence. We will introduce it to you in future TV newspapers. What is pay TV? At present, there are many similar concepts and titles about pay TV. The main reason is that these new "nouns" and "terms" are mutually contained, and the biggest difference is that some of these concepts are put forward from the perspective of management and some are put forward from the perspective of technology.

Strictly speaking, cable TV is also a subscription TV that users pay once or twice a month. Broadly speaking, cable TV is a kind of pay TV. But unlike the pay TV we are talking about here, it refers to interactive, "pay" TV, and refers to the pay channel, so it can also be called "pay TV" or "pay channel"-an optional service that charges an extra fee in addition to the basic fee of cable TV.

Pay TV is very different from the traditional "you broadcast and I watch" one-way TV broadcast. Its biggest feature is that users can choose their favorite TV programs independently without the interference of advertisements in the process of watching TV, which makes people change from passive viewing to active selection. "You can choose by yourself and there is no advertisement, of course, you need to pay extra." Therefore, it can be called "interactive pay TV". Misunderstanding 1: Digital TV equals pay TV.

In fact, digital TV is not equal to pay TV. The concept of digital TV means that the whole process from shooting, editing, broadcasting, transmission to receiving of programs is realized by digital technology. Including digital camera, digital production, digital coding, digital modulation and digital reception. To achieve the purpose of high-quality transmission of TV signals. In addition, digital TV also has rich information service broadcasting function and interactivity.

According to the chronology of digital TV development, China will stop broadcasting analog digital signals in 20 15 years, during which not only the users of pay TV will be developed, but also the digitalization of public TV channels (traditional TV) is an inevitable trend. At present, most merchants think that digital TV is equivalent to pay TV, which is different from reality.

Myth 2: Digital TV can't be matched with pay TV.

In fact, digital TV can not only walk with pay TV, but also run on the same track with pay TV, which is a trend of digital TV development at home and abroad in the future. The TV station adopting this development model can not only occupy the pay TV market, but also conform to the technical trend and gradually meet the needs of digital broadcasting. In this process, it is extremely important to integrate various resources and form a new network-platform relationship.

TV stations hope to have a digital TV platform through the construction of pay channels, while public channels should delay digitalization as much as possible, which is beneficial for TV stations to realize profits by using digital TV. Once the time limit set by the government is reached, the open channel can be smoothly transferred to the digital platform.

Myth 3: Pay TV "Technology is King"

In fact, the era of pay TV emphasizes "content is king". "The key to the success or failure of pay TV lies in content rather than technology." When talking about the profit prospects of pay TV, Li Xiaoming, vice president of CCTV, asserted this. Digitalization is an inevitable trend, and with the maturity and progress of technology, the image and sound transmission level of the Internet will compete with TV, making TV lose the advantage of simultaneous transmission of video and audio. So what really attracts the audience is the content, which will be very different from the past. Some insiders believe that ordinary people will not pay just to watch clearer programs, nor will they pay just because the TV programs you broadcast have some simple interactive forms. "How many people are willing to send money to the set-top box while watching TV when more than a dozen channels can be received in general areas?" Some experts have raised such questions. In the final analysis, what the audience cares about is what kind of content they can see, otherwise they won't pay. Therefore, it can be predicted that the biggest bottleneck in the promotion of pay TV lies in how to promote the charging mode directly related to profitability, and the charging mode depends on the broadcast content.