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我国的数字付费电视推广已有不短的时间,它一诞生,便显现出模拟电视不可比拟的优点:画面清晰稳定,音质逼真,节目容量大,扩展功能多等。几年来,在政府、媒体及各方的鼎力支持下,数字付费电视的观众认知度有了明显提升。然而,数字付费电视的用户数却少的可怜,全国各数字频道的赢利状况更不容乐观。数字付费电视为何吸引不了广大的电视观众?是什么造成了数字付费电视这样的局面?数字付费电视距离赢利还有多远?本文将从数字付费电视的内容、机顶盒整体转换情况、与广告关系、多元赢利模式等方面加以探讨。
China’s digital pay TV has been promoting a short time, it was born, they showed the analog TV incomparable advantages: clear and stable picture, realistic audio quality, program capacity, extended functionality and more. Over the past few years, with the full support of the government, the media and all parties, the audience awareness of digital pay-TV has been significantly improved. However, the number of users of digital pay-TV is pitiful, and the profitability of all digital channels in the country is even less optimistic. Why pay-TV can not attract the majority of television viewers? What caused the digital pay-TV such a situation? Digital pay-TV distance from profit? How far away from the digital pay-TV content, the overall set-top box conversion, and advertising, Diversified profit model and other aspects to be explored.