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伴随数字电视而来的不仅是更高级的视听感官经验,也有受众收视习惯的改变。由于数字电视和网络具有共同的数字技术基础,电视行业产业链有可能在数字化来临的时候,在赢利模式、终端、版权保护、广告模式、运营策略等方面重新定义。1．一个实际案例所启示的数字电视赢利模式2005年开播的数字电视频道“The Tube Music Net- work”,或许昭示了数字电视经济革命的方向。该频道由著名音乐频道MTV和VH1的创始人发起,目前只能在较小市场抵达700万可以接收数字电视信号的观众。该数字频道只播放音乐电视,但每小时只播放6分钟广告,远远低于传统电视台的广告播出频率。该频道的主要收入来自节目带动的DVD、CD销售,以及各种歌迷订购的T恤衫、
With digital television come not only from the more advanced visual experience, but also the audience’s viewing habits change. Due to the common digital technology foundation of digital TV and network, it is possible that the TV industry chain may be redefined in terms of profit model, terminal, copyright protection, advertisement mode and operation strategy when digitalization comes. 1. A Practical Case Studies Revealed Digital TV Profit Model The Tube Music Net-work, a digital television channel launched in 2005, may reveal the direction of the economic revolution in digital television. Launched by founders of the prestigious MTV and VH1 music channels, the channel currently reaches only 7 million viewers in smaller markets for digital television signals. This digital channel plays only music videos, but only plays 6-minute advertisements per hour, far below the frequency of traditional television broadcasts. The channel’s main revenue comes from program-driven DVDs, CDs, and T-shirts ordered by fans,