China Digital TV hindered consumer acceptance is the Key
At present, many countries around the world have launched digital television services, in which some developed countries in Europe is most common in Asia are also more popular in Japan and South Korea, Singapore, India and other countries have also started. China in the field of digital television beginning with the technologically advanced countries to keep pace: In 1995, CCTV began to use encrypted channel broadcast digital TV system, cable television transmission by satellite to the 4 sets of encrypted TV programs; 1996 through satellite transmission digital television signals.
Application as a leader in digital television, digital television technology will affect our development, equipment manufacturing and the development of such programming, which will promote the development of China's dominant industry, optimize the industrial structure. However, the development of digital television in the many problems encountered, so that consumers are still waiting to see wait.
Two characteristics of consumer demand
First recognized the value of set-top box users decide to purchase behavior. In the course of the popularity of digital television, set-top box who is to pay into a focal point. CCID Consulting on the city cable television pilot sample survey showed that users explicitly refused to bear the cost of consumer set-top boxes less than 1 / 10; and from 300 to 1499 yuan price range, customer acceptance, the difference was not significant, indicating Most consumers have the strength to purchase set-top box, but worth buying, the main problem.
Second, demand for digital HD TV as hot. CCID Consulting's TV products for consumer behavior survey, digital high-definition television as the most prominent hot spot selection, 34.9% of the respondents said they buy in the next five years, digital high-definition TV will be the preferred product, while in 2002 this ratio was also only 9.5%, indicating that the concept of digital high-definition has been widely accepted by consumers, and caused a strong demand for resonance
.
It is worth noting that, although the digital high-definition TV business last year TV has become the biggest selling point, and this year will continue, but as a digital TV receiver set-top box terminals, and no explosive situation in the market.
Zhang Haitao, deputy director of SARFT, said the current number of television stations or networks of domestic operators are actively promoting digital television pilot, but in set-top box sales process has given rise to "2 million phenomenon", that is, a TV set-top box or network operators to reach 2 million units sold since it is difficult to grow again. These problems had to face up squarely in the digital TV development problems.
Four constraints
Users currently relevant agencies of the cable digital TV consumer behavior survey:
current television ratings are basically to meet consumer demand, the quality of digital television programs, higher demands, the contents of digital television for consumers choose whether or not the key.
ads flooding into the existing TV shows consumers are not satisfied with the most concentrated point of complaints, not only is the main reason for streaming TV users, but also indirectly to the user to explore new channels of information and entertainment on television to challenge the existing profit model .
lack of nurturing the market power, digital television literacy is insufficient, the majority of consumers still in the blind spot in understanding.
the user's own choice to expand and can avoid the ads disturbing the charm of the digital television, high-definition attraction is relatively weak, reflecting the consumers on television, "content is king" and look forward to.
news and TV programs as willing to pay an additional choice, reflecting the consumers not only prefer two types of programs, but also more demanding on the quality of programs.
the city's economic ability to pay users not to promote a major obstacle to digital television, the content identification and valuation is the crux, therefore, test the user satisfaction on word of mouth to promote the popularization of digital television is essential.
most consumers are not very familiar with the case of digital television, more willing to adopt a wait and see attitude, not hastily try to accept this new thing, but to the practical development of a decision on whether access to digital television signals.
From the survey results, the current digital TV development is faced with the following key issues: first, content bottlenecks, lack of digital television programming source is restricting the development of the most important factor. People care about is not new technology, but what can be seen. In fact the content has become the biggest bottleneck in the development of digital television. Beijing University Professor Huang Shengmin media that content is king in the information age, the source program does restrict the users to develop, limiting the development of Chinese digital TV. Digital TV and audience interaction, the user can choose the program will start to make universal service fees, but not novel, the applicability of content, even if the function of another powerful digital television terminal products and network equipment can not be local audience.
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