Triple-Net Fusion: Challenge Broadcasting Function and system

Wen/"China Digital TV" columnist Yang Jing State Council to promote the "triple-Net integration" of the New Deal finally unveiled.　　Although no definitive end was given, the fusion train was finally pushed onto the track of implementation.　　In order to accurately grasp the trend of the development of the radio and television industry, we need to study the State Council "three network integration" of the promotion measures, the "Three network integration" connotation of the definition, and the next generation of broadcasting network development strategy and the implementation of the challenges of the strategy to make some thinking. It is clear that the radio and television industry in the promotion of the policy to obtain control of the broadcast business. However, the technology progress of "triple net integration" and the challenge of business model innovation are precisely the broadcasting function and system of traditional broadcast media. This challenge has brought uncertainty to the "triple net integration" of the broadcasting industry.　　It is a coincidence that the experience of telecom NGN has made a note of this uncertainty. More and more "rich" competition in many people's view, this so-called integration of telecommunications network, radio and television network and the Internet, "triple network integration", and not directly to the integration itself to make a clear strategic deployment, but mainly related to radio and television systems and the traditional business of the telecommunications industry two-way access problem, Can even be considered as the State Council Industry Regulatory Department of SARFT and the Ministry of Industry and Information technology for each other "jurisdiction" of the operating entity to issue business license. Of course, from the process of institutional reform, the State Council's new deal breaks through the traditional government supervision function and the hierarchical relationship between the regulated enterprises, which is an important step towards the integration of supervision and the realization of scientific government governance structure.　　This also shows that the State Council has begun to "triple net integration" of the connotation to the market, to the industry itself to solve. It is interesting that after years of discussion, the connotation of "triple net integration" in the market is not only not more and more clear, but more and more rich!　With the development of technology and market, the concept of Telecommunication network, broadcasting Network and Internet fusion has been expanded to different fields in the respective industrial chains of telecommunication, radio and television, and the different sectors of different industries in the market, giving many different interpretations for different purposes.　　Only the existing audio and video products and existing television programs produced by the different transmission network to choose to play in an interactive way, there will be the radio and television industry interactive television, telecommunications IPTV, Internet service providers of network television and mobile television and other completely different application technology, business model and operating form.　　Corresponding to the broadcast of television content to television sets, computers and mobile phones and other terminals to play, but also produced a number of different technologies, services and business models, spawned a "three-screen integration" of the new concept of digital life.　　It has become the new focus of the traditional print media operation mode to bring the Internet Information Service, multimedia communication and network digital distribution supported by the Broadband Telecommunication Network and mobile network, and successfully introduce the "media integration" in the whole process of editing, making, broadcasting, marketing and distribution of TV programs. In fact, IPTV, network television, mobile TV, three-screen integration, media integration, should be said to reflect the new communications technology, computing,Network technology and information processing technology have impacted the performance of traditional radio and television media industry from different angles, especially from the outside of the broadcasting and TV industry. Of these shocks, telecommunications networks and the Internet are only platforms for technology. The impact of these three-net integration is the competition of the traditional broadcasting and television industry. So, how does SARFT plan to deal with such competition, is to keep, is the attack, is the offensive, or to defend for attack?　　This is a matter of great concern to people. Offensive and defensive trend: dilemma clearly, in the past years, China's radio and television industry has adopted a "shou", or even "closed" strategy. However, through the promotion of NGB, through the continuous acceleration of "network integration" and "separation of production and broadcasting" led by the reform of the system, through the State Council to promote the "Three network integration" of the program document, we have vaguely seen Sarft in the "triple-Net integration" of the big new strategic intention In this two-way access game, the broadcasting industry has successfully defended its own "broadcast rights."　　In this way, whether it is the radio and television industry their own interactive digital television, or through the telecommunications network access to IPTV, or through the Internet Broadcast network television, are only in the broadcast TV program broadcast control core and profit center. Under the Broadcasting system, broadcasting right is the core of the broadcasting industry. Grasp the right to broadcast, radio and television industry also put the initiative of broadcasting industry reform firmly in their own hands-through the "separation of production and broadcasting" reform, gradually formed a number of national radio and television media giant Mac, through the establishment of radio and TV broadcasting and broadband transmission network, through the establishment of radio and television network of mobile TV, through the Internet　　, the infiltration of television terminals, computer terminals and mobile terminals, the formation of radio and television "three-screen fusion" service.　　Through the broadcasting industry's information service and multimedia Communication Service, in order to promote the media integration of the radio and television industry, and further infiltration to the print media and other mass media, infiltration of various professional fields, to the culture and content production field infiltration, to international infiltration, to achieve the radio and television industry as the leading "media integration" dream.　　However, the radio and television industry, "to keep the attack" development strategy, there are still major uncertainties. We have seen that, in addition to the dissemination of technology, the recent technological reforms in the broadcasting and television media industry must be the "broadcast" function of the reform. The future broadcasting technology form is no longer based on channel resources, and the function and business model of TV station will change greatly. If broadcast broadcasting function does not change, any transfer technology and the progress of coding technology can not bring a breakthrough in the commercial model of the broadcasting industry. Once this happens, the radio and television industry will lose competitiveness in the face of "three-screen integration" and "media convergence" of competitors. But if the radio and television industry starts broadcasting function reform, when the "broadcast" function differs from the traditional broadcast broadcast, it is possible to lose the monopoly of the market-this change is also difficult, not to change the contradictory mentality, will lead to radio and television industry for a long period of time only to keep the attack, in the traditional telecommunications services such as telephone, value-added industryServices and the Internet business and telecommunications operators to compete, thus missing the aid of "triple network integration", the development and prosperity of China's radio and television industry opportunities. Another element of uncertainty is institutional. After the emergence of the new broadcasting function, which is based on the Internet technology and different from the traditional broadcast function, the production, broadcasting and transmission of the radio and TV industry will no longer be a one-way function, and the governance structure based on the two-way contract needs to be established. If this new governance structure cannot be established, the production, marketing and management operating system established under the traditional broadcasting system may not support the new broadcasting function at all, or it will have to pay a huge transformation cost.　　The result is similar to the previous one: the broadcasting industry is likely to abandon the market opportunities brought by the new broadcasting function entirely, and continue to stick to the territory of the traditional broadcast broadcasting business.　　The history of the mistakes of NGN is often strikingly similar. Over the past more than 10 years, we have seen a lot of innovation in the convergence of communications services between telecommunications networks and the Internet. From the combination of voice, multimedia communication and conferencing of pictures, videos, texts and Web pages, to combine telephone, voicemail, SMS, email, Voice interactive information and real-time messages, can be connected by telephone terminals, PC and mobile terminals to connect the unified communication, for people's lives and work has brought great convenience.　　Oddly, these businesses have been hugely successful at the user level of the Internet and at the enterprise level, but there are few examples of success in the business provided by the telecom Operators network. In fact, in the telecom development planning, the next Generation Network NGN architecture in Telecom industry, these functions have been carefully analyzed by experts and functional design, and have the ability to provide high quality business efficiently in the optimized network management and operation platform. Why is it that such a perfect next-generation network is not implemented, and that the Internet services that are considered to be low-quality are all the way?　　The reason is very simple: telecom operators try to construct a next generation telecom network business system through NGN, but this system replaces the object, precisely is the current telecommunication operator has the absolute control the traditional telephone service network! Telecom operators are pessimistic in predicting that, to achieve this substitution process, their own networks, business systems and operating systems to pay a huge cost of conversion, but still can not and the Internet provider of global and professional services competition. So what is the point of this substitution? There are two reasons for this problem. One is that the telecom operators control the traditional telephone communication business, they do not have the power to actively change the function of the communication business. The other is that there are serious institutional problems in the "convergence" of telecommunications networks and the Internet.　　At present, the one-way governance structure based on loose contract determines that telecom operators can hardly promote the fusion and innovation of communication service. The State Council from the government supervision system to promote the "Three network integration", this is the right start. The broadcasting industry maintains its own broadcast control right in the game, in order to realize its long-term development strategy, should say this step is successful. But that does not mean that the road to the development of the broadcasting industryhas been paved. The major uncertainty lurks in two issues, one is the motive power of the broadcasting industry to promote the broadcasting function, the other is how to establish the governance structure after the reform of the broadcasting function.　　I hope that the radio and television industry can be a good response to the three-network integration of the broadcast function and system challenges, NGB do not repeat the mistakes of the NGN! "China Digital TV" exclusive authorization Sina Science and Technology channel, do not reprint