New media and e-business marketing communications research series (c)- IPTV network TV media marketing of a number of issues.doc

 PAGE \* MERGEFORMAT 6 New media and e-business marketing communications research series (c): IPTV network TV media marketing of a number of issues IPTV Internet TV is a form of Internet-based interactive TV, in essence, belongs to the network media, IP-based technology, and IP phones belong to the same logical type of technology. Here, we conducted the analysis of the Shanghai market. A, IPTV development The Case of Shanghai, IPTV is growing very rapidly .2005, SARFT issued to the four units of the national IPTV licenses, permits can be understood as: Shanghai Media Group, CCTV International, the South radio and television media, the China Radio International. second half of 2005, Shanghai Telecom IPTV began the trial, by 2007 Shanghai IPTV subscribers reached 300,000, as of early 2011 has exceeded one million, Shanghai thus became the “IPTV Interactive Television City.” Similarly, by 2011 4 months, the global IPTV subscribers reached 50 million. Many households have IPTV, its marketing approach, that is, when the family package on the Internet, such as 1M annual cost of 1,300 yuan for broadband to bundled IPTV, send a set-top boxes, and broadband router at the same time and TV connections, you can selective network television. I am also a user, in 2007 and 2008, when, IPTV development and user experience better, but as the number of users increase, since 2011, often was not smooth playback of IPTV . IPTV technology model there is a huge business opportunities. Shanghai is the current promotion strategy is to allow users to see most of free IPTV, but look forced see ads before, IPTV operators to make money mainly advertising revenue. Such as IPTV in Shanghai in 2011 operations, for example, many programs such as lt;lt;Date with Lu Yugt;gt; lt;lt;Wentao stroke the tablegt;gt; lt;lt;a tiger Yixi Tangt;gt; Phoenix TV programs such as IPTV, can be free to see, but before being forced to look to see ads, such as UPS Logistics Advertising, SK-II cosmetics a