At present, radio and television still has advantages that telecom companies cannot match in many aspects such as program content resources, large-capacity home optical fiber, video signal transmission capabilities, and rural cable network coverage. The success of triple play will depend on the progress of radio and television, because after the restructuring of the telecommunications industry, telecom operators have achieved remarkable results in the convergence of fixed and mobile networks, as well as telecommunications and the Internet. The integration of the Internet is difficult.
In general, how to adjust the internal system of radio and television will be the key to the success of the integration. Because institutional issues are related to the game of interests between the two major industries, institutional constraints have always been the main problem restricting cultural development and revitalization. As an important part of the reform of the cultural system, the success of the reform of the broadcasting industry will play a positive role in promoting the reform of the cultural system and the development and revitalization of the cultural industry.
(1) Use the brand to expand its influence
The purpose of branding is to differentiate one's own products or services from other competitors. In the integration of triple play, broadcasting media must be clear about where to develop if they want to successfully build a brand. It represents a set of core values conveyed by TV people and audiences when they communicate, is a highly concentrated reflection of the overall image of radio and television media, and is a collective concept that integrates the quality, form, constituent elements, relationship with audiences, and reputation of programs. Viewership ratings and other aspects of the performance, has its own unique LOGO logo. A good brand can often influence the choice of consumers. When faced with the same type of products, consumers often prefer the brand they like, and put the price factor in the second place. In the media industry, CNTV and Hunan Satellite TV's Mango TV are stars in their respective fields, and they have already established their own brands, attracting more and more customers. Of course, the establishment of a brand is closely related to its own content and service quality, which is the key to measuring the strength of a brand.
(2) Use the Internet and telecommunication networks to expand business
The Internet is the most converging media platform, and it is still a communication channel at present. Online video is still largely attached to radio and television media, especially in terms of content. Short-term online video does not replace the possibility of radio and television media, but only adds a channel for audiences to watch videos. Radio and television media should give full play to the two-way nature of the Internet, strengthen communication, and shift from one-way communication to true two-way communication. Through radio and television media, not only watching movies and TV dramas, but more importantly, every audience can communicate in real time. People in different fields because of radio and television media and linked together.
The radio and television media should change their thinking, and can no longer just be traditional content producers, but should quickly turn around and open up a larger scope of work. For radio and television media, to reconstruct the needs of audiences in content production, on the one hand, we must give full play to traditional advantages and provide a large number of high-quality programs; on the other hand, we must have a cross-media concept. Computers and mobile phones are also receiving terminals. It is suitable for broadcasting on the Internet, but also suitable for viewing by mobile phone users, and attracts the audience of the three networks to participate in content creation. Triple play not only refers to technology, but more importantly, content and ideas. The advantage of Internet companies lies in the relatively stable stickiness of user scale. It has a relatively mature grasp of some network applications, is familiar with user needs, and can retain users. How to further grasp these advantages and cooperate and develop with the Internet and telecommunications in the future of "three networks in one" is the most important thing for radio and television to pay attention to. Here the audience can watch, discuss, and form a realistic influence on public opinion. Radio and television media must take the initiative to enter the process of triple play with new ideas.
(3) Integrate resources and reconstruct the hotspots of audience needs
The audience is surrounded by a large number of media. At present, the average number of channels that can be received in cities across the country is 60 to 70, more than 1,800 broadcasting frequencies, more than one million Internet sites, and countless mobile phone users. For all kinds of sub-media, the user time cannot be increased for 24 hours a day. The basis of the cable network is the TV set as the terminal. Nowadays, the digitalization of radio and television is being promoted in various places. Many families have installed set-top boxes to strengthen communication. However, the traditional mode of watching and listening, that is, the way the audience passively receives information and engages in entertainment and leisure has not occurred. Qualitative changes, especially the location of viewing is still greatly restricted, which instead increases the receiving cost of the audience including technical cost and economic cost. If it is based on the concept of traditional competition, it is difficult for the number of TV viewers to expand rapidly'8) .
With the support of the State Council and various local governments, and the strong promotion of relevant operators, my country's triple play has achieved good results, and new technologies and services are also emerging, but it is far from realizing the all-round integration of networks and services. There is still some distance. Broadcasting, television and telecommunications occupy a key position in the process of integration, but because the two industries have formed their own complete industrial chains, there are still big differences on the issue of resource allocation.
In order to achieve true integration, both radio, television and telecommunications must be encouraged to look at and understand this issue from a long-term and overall perspective. Through system reform, reasonable competition, and strengthening cooperation and exchanges, we can realize the previously expected development expectations, fully integrate the resources of program content manufacturers, operators, network service providers, and mobile terminal manufacturers, and realize our own qualitative leap. .