Group of general development solutions for the pay TV market
in a modern direction, in line with the world's development trend
The basic solution for supplying in the pay TV market in Vietnam is to
focus on developing new products and services in a modern direction that is
consistent with converging technology and future development trend.
* For authority in charge
(1) Need to improve the management for the pay TV service provision in the
pay TV market
(2) Need to improve the technical infrastructure management for pay TV
service provision
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the Pay TV
market, constituting the Pay TV market, developing the Pay TV market and
managing the Pay TV market.
Second, analyzing the pay TV market of some countries with early
developed pay TV market in the world such as the US; Pay TV market
developed rapidly, creating booms and gaining a lot of achievements in
such a short period as that of Korea; Pay TV market has development
conditions and state management having many similarities with Vietnam
like China ... clarifying the development situation, state management
experience in this market, from which to draw lessons for the development
of the pay television market in Vietnam.
Third, based on the analysis of the pay TV market of Vietnam, applying
international experience lessons to propose solutions to develop and
manage the pay TV market in Vietnam to 2025, 2030 vision.
3. Research object and scope of the dissertation
3.1. Research object of the dissertation
The dissertation has the research object of the pay TV market
development problem in some countries such as the US, South Korea,
China and Vietnam.
3.2. Research scope of the dissertation
- Scope of content: The dissertation researches on the pay television market
of some countries and Vietnam, focusing on two main issues: (1) The current
development of the pay television market. In which clarifying the level and
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ability to provide pay television services in the market; characteristics and
development of the demand for pay television; characteristics and factors
affecting pay TV market. (2) State administration of the pay television market.
The dissertation only limits the research focus on the pay TV market on
the macro research perspective, does not go into the micro elements of
production techniques and business of pay TV enterprises.
- Scope of space: The dissertation uses global space for arguments and
use of case studies on specific pay TV market in some countries such as
China, Korea, USA and Vietnam.
- Time scope: The dissertation researches the pay TV market in some
countries since this market started to develop strongly, but mainly focuses
on the period 2015 to 2018 (when OTT TV appeares and thrives, competes
and transforms the pay TV market in countries); proposing solutions for the
pay television market of Vietnam to 2025, with 2030 vision.
4. Research methodology of the dissertation
4.1. Methods of studying secondary documents
- Collect secondary documents
- General analysis method:
- Statistical analysis, comparison
- Prediction method
4.2. Primary document research method
Practical survey
4.3. Other methods
- Observation method
- Method of seminars and workshops
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5. New contributions to the science of the dissertation
Firstly, the dissertation outlines the basic theoretical issues about the
pay television market, the development of the pay television market and the
management of the pay television market. This is a conditional business
market, especially the State management factor. The dissertation builds a
system of market development evaluation criteria for telecom enterprises
providing pay television services in Vietnam in the context of international
integration with control, regulation and management of the State. This is
one of the important contributions of the dissertation, currently in Vietnam,
the pay TV market is newly formed and developed, there are no systematic,
comprehensive and direct studies on this content. Besides, the pay
television business units do not have a system of unified and scientific
criteria for the development of the pay television market.
Second, by specific research methods, especially through direct surveys:
Observing, listening, viewing live reports, attending seminars, participating
directly in real activities in order to study the pay TV market development of
the US, China, South Korea and some other countries. Clarifying the "picture"
of the level of development and the role of state management for the pay TV
market of the studied countries, thereby drawing important international
experience lessons, ensuring that there are highly practical meaning and a good
reference for those interested in this field, this is a new contribution of the
dissertation.
Thirdly, from the study of the development of the pay TV market in Vietnam,
on the basis of applying international lessons, the dissertation proposes 04 groups
of solutions to develop and manage the pay TV market of Vietnam to 2025,
vision to 2030. Solutions to develop and better manage the pay TV market in
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Vietnam are given on the basis of researching the subjects of the Pay TV market
in Vietnam, including: (i) The governing body is a system of agencies that direct
and manage the pay TV market in particular and the television sector in general,
including: National Committee on application of information technology,
Ministry of Information and Communications, Department of Information and
Communication; (ii) Telecommunication enterprises providing pay television
services in the market.
6. The theoretical and practical significance of the dissertation
The research results of the dissertation will be valuable as a reference on
theoretical and practical basis for researchers interested in the pay TV
market in general and in the US, South Korea, China and Vietnam in
particular. At the same time, it contributes to perfect institutions and
policies to manage the pay TV market of Vietnam, serving the needs of the
development of the television field and national development in the context
of integration.
In addition, the dissertation is also an essential document for the
research and teaching of issues related to the high school market.
7. The structure of the dissertation
In addition to the introduction, conclusion, references and appendices,
the dissertation is structured as follows:
Chapter 1: Overview of research on the pay TV market
Chapter 2: Theoretical basis for the pay TV market
Chapter 3: Experience in developing the pay TV market in some
countries
Chapter 4: Applying international experiences and solutions to develop
the pay TV market in Vietnam.
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Chapter 1
OVERVIEW OF RESEARCH SITUATION
ABOUT PAY TV MARKET
In chapter 1, the PhD student (NCS) carries out an overview of the
research situation by groups: Firstly, the studies related to the theoretical
basis of market theory, international economic theory on trade. and service.
Secondly, the research works on the pay TV market in the world, in which
mainly overview the studies on such issues as: The current status of the pay
TV market (THTT); managing the high school market; the development
trend of the high-end market of the countries. Focus on the countries
subject to the dissertation research such as Korea, China, America. Thirdly,
the research works on the pay TV market of Vietnam. On the basis of an
overview of the research situation, making comments, evaluating and
clarifying gaps that the dissertation topic aims to solve.
1.1. Studies related to theoretical basis
During the documentary research process, the author found that Vietnam
had many works, projects, dissertations, dissertations, scientific articles ...
researches / research approaches on pay-television, but only mainly on the
aspects of psychology and sociology, there are no in-depth studies on the
pay TV market on the international economic level. Therefore, in this part,
the dissertation will mention some research projects that are related /
asymptotic / close to the research topic.
1.2. Researches on pay TV market in the world
From an overview of the research on the pay TV market in the world, it
shows that this market is developing very actively in the world; Along with
the different levels of development of economies, the level of development
of the pay TV market in countries is also different; At the same time, in the
development process, the pay TV market in countries always undergoes
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constant changes, especially due to the impact of science and technology,
economic development, and cultural changes and human needs. The
research also shows that the development of the pay TV market in countries
always requires the management of the state at different levels and the
volatility of this market due to the effects of the government macro policies
of governments.
1.3. Researches on Vietnam's pay TV market
The pay TV market of Vietnam is just developing, researches on this market
are still quite modest. The above studies mention different aspects of pay TV
and pay TV market of Vietnam, including studies from economic, cultural,
social, educational perspective ... This study are all references to the topic of
the dissertation.
1.4. Comments, reviews and issues that need further research
1.4.1. Some comments and reviews on the research situation
In general, the domestic and foreign studies on pay TV and the pay TV
market at home and abroad all show that the pay TV market is a "fertile
land", is broadcasting. The development is very active and always changing
very strongly in countries and regions. Research on pay TV market
development is an attractive topic in the international economy.
The research works in general have pointed out some characteristics of
the pay TV field compared to other types of telecommunications, analyzing
and assessing the current status of pay TV in the countries up to the time of
study , about the successes and limitations associated with the causes.
The above-mentioned domestic and foreign studies have mentioned a
number of contents related to the factors affecting the development of pay
TV on many different angles and levels. The researches all confirm the
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development trend of television and pay TV and the objective
indispensability of the state management over television activities in
general, pay TV in particular in nations; affirming that, in order to develop
the pay TV market, countries, especially Vietnam, need to pay attention to
the good management of program content; program quality; the price of the
service; technical infrastructure, television technology. Studies have also
identified that the competitive factor is the force to develop the pay TV
market, but it is necessary to have the right orientations, strategies and
policies for competition to fully play its role, at the same time, to prevent
the negativeness of the market.
However, the pay TV market up to now has had a lot of changes in quality
and quantitty, originating from technological breakthroughs, strengthening of
state management, and a tendency to separate services from TV stations, the
participation of most telecommunications units, the development of forms of
competition ... Vietnam Television itself has had an independent separation of
pay TV segments, part moved to joint ventures to link with partners, the rest
changed the mechanism from administrative and non-business to a business
mechanism to create a breakthrough in the pay TV field to match the position
of national television station. Therefore, the analysis, evaluation and proposed
solutions of the above studies have more or less reduced practicality, low or no
efficiency when applying in the current situation.
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At the same time, the research overview shows that there is a lack of
research focusing on the experiences of countries in developing the pay TV
market. Pay TV is an attractive but new market in Vietnam, so research on
how to operate, develop and manage this market in other countries to apply
experience for Vietnam is needed.
1.4.2. The gap and research direction of the dissertation
From the overview of research related to the topic of the dissertation
shows, the gap in research on the pay TV market is still very large:
Firstly, a comprehensive study of the pay TV market is needed;
clarifying the theoretical and practical basis of the pay TV market, in which
including the factors constituting the pay TV market, impact factors,
requirements and conditions for market development of pay TV; state
management of the pay TV market; study of global trends and contexts
impacting the pay TV market.
Secondly, there is a lack of research from the perspective of the
international economic approach to the pay TV market. Accordingly, it is
necessary to study the pay TV market in some countries around the world,
to clarify the development status, characteristics, impact factors and role of
governments in their pay TV markets; compare the results achieved and the
shortcomings of the pay TV market development of the studied countries
and draw lessons for Vietnam. The case studies are countries with early
developed pay TV markets in the world such as the US; a country with a
rapidly growing pay TV market, booming and acquiring a lot of
achievements in such a short time as South Korea - a country with a pay TV
market with development conditions and has many similar state regulations
with Vietnam as China.
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Thirdly, research on Vietnam's pay TV market from its constituent factors
such as supply, demand, prices, characteristics and impact factors,
achievements as well as achievements, limitations and reasons ... to apply
lessons learned from other countries, find solutions to develop the pay TV
market of Vietnam in the coming time.
This is also the content that the PhD student will clarify in the dissertation.
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Chapter 2
THEORETICAL BACKGROUND ON
PAY TV MARKET
In chapter 2, the dissertation clarifies some important concepts related to
the dissertation topic; establish a theoretical basis for the research problem.
Specifically: (i) Clarifying the basic theoretical issues about the pay TV
market, focusing on clarifying the characteristics and demand factors into
the pay TV market; to develop the pay TV market and manage the state
over the pay TV market. (ii) Along with the analysis of the emergence and
development of the pay TVschool in the world; study global trends
affecting the pay TV market; the legal environment related to the pay TV
market; and the scale of customers, the economic contributions of the pay
TV market ... Chapter 2 of the dissertation will generalize a practical
"picture" of the pay TV market, as the basis for research on pay TV market
development experience in some countries and Vietnam in the following
chapters.
2.1. Some concepts
- Concept: Development
- Concept: Pay - TV
- Concept: Pay - TV Market
- Concept: Pay - TV market development
2.2. Characteristics, the role of pay TV market development
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2.2. Characteristics, the role of pay - TV market development
- About subjects operating in the pay - TV market
- About the mechanism and mode of operation of the pay - TV market
- Regarding the structure of products and services in the pay - TV market.
- About the scope and level of competition in the pay - TV market.
2.3. Content and criteria for the assessment of the development of the
pay television market and factors affecting the development of the pay -
TV market
2.3.1. Content of development of pay - TV market
- Supply development
- Demand development
- Ensure competitive environment
- State administration of the pay - television market
2.3.3. Factors affecting the development of the pay – tv market
- Political / legal factors
- Demographic factors
- Technology factor
- Cultural - social factors
- Customer factor
- Consumer trends
- Capital and labor factors:
- The general trend of the television industry in the world
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Chapter 3
EXPERIENCE IN DEVELOPING PAY - TV MARKET IN SOME
COUNTRIES
In this chapter, the dissertation analyzes the reality of the pay - TV market
of some countries such as the US, China, and Korea; clarify the level of
development of the pay TV market in these countries and the role of the
state Administration over the pay TV market in those countries.
3.1. An overview of the development and trends of pay - TV in the world
* An overview of the history of pay television development
* Development trends
- Pay - TV digitalization trend
- The trend of transmission network convergence
- The trend of terminal convergence
- OTT television development trend in the world:
- OTT television development trend in Asia:
3.2. Pay - TV market of the US
3.2.1. Development status
- Development of service provison
- Developing demand
- Competition in the pay - TV market in the US
3.2.2. State administration of the pay - TV market in the US
- Administration agency
- Administration object
- Administration tools
3.3. Pay - TV market of China
3.3.1. Development status
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- Development of service provison
- Developing demand
3.3.2. State administration of the pay - TV market in China
3.4. Pay - TV market of Korea
3.4.1. Development status
- Development of service provison
- Developing demand
- Competition in the pay - TV market in Korea
3.3.2. State administration of the pay - TV market in Korea
3.5. Lessons learned from the pay TV market of the US, China, and
Korea
3.5.1. Lessons on supply development
Experience from research countries shows that the supply development
in the pay TV market is always associated with scientific and technological
advances; At the same time, it is necessary to always follow up with new
demands and changes in people's lives; from there, actively orienting the
public tastes.
- Quickly apply new inventions to pay – TV development
- Research new needs that arise in life
- Proactively orienting public tastes.
- Production cost optimization: Under economic pressure, broadcasters,
pay TV production units and businesses are always trying to decrease
production costs and buy programs. Some useful and easy-to-apply
methods for small-scale television stations in Vietnam can be proposed as
follows:
(1) Mass program production
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(2) Produce low cost programs
(3) Reuse of art programs
(4) Maximally use of news content
- Outlining competitive tactics and strategies based on the "flow" of
special and good content:
3.5.2. Lessons on demand development
- Using national cultural values
- Focusing on investment in specific types of works
- Establishing national development support policies and mechanisms.
3.5.3. State management lessons in the pay television market
First, the state should encourage enterprises in the same line to
cooperate with each other. This will help the State management role in the
radio and television sector in general, pay television in particular to be
focused more consistently and closely in line with the policies of the Party
and the Government. .
Second, the current pay television management policies must encourage
the development of pay television with modern technology, in order to
support the transmission of radio and television program channels for
serving the propaganda information task of the Party and State, meeting the
increasingly diverse needs for information and entertainment of the people.
Third, the state must clearly stipulate that pay television service
providers are responsible for announcing the quality of services in
accordance with regulations and immediately taking necessary measures to
resolve incurred problem, ensure service quality.
Fourthly, on the client side, the state should clearly stipulate that pay TV
subscribers are entitled to complain about service charges and quality; To be
17
reimbursed and compensated for other direct damages caused by the pay
television service provider's mistake in case that the service is not provided in
accordance with the signed contract, except force majeure specified in the
contract.
It is necessary to build the operation model and mechanism of of the
pay television market:
Connecting small television stations to the national network network;
Apply a combined financial model;
Pay TV development is associated with social norms.
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Chapter 4
APPLICATION OF INTERNATIONAL EXPERIENCE AND PAY
TV MARKET DEVELOPMENT SOLUTIONS IN VIETNAM
Chapter 4 on the basis of clarifying the current status of the pay TV
market in Vietnam, its features and shortcomings ... and applying
international experience lessons to propose solutions for better pay TV
market development and management of Vietnam in the coming time.
4.1. The current situation of Vietnam's pay TV market development
- Status of providing pay TV service
- Demand for pay television services
- Competition in the pay TV market in Vietnam
- Factors affecting Vietnam's pay TV market
- State managemant on Vietnam's pay television market
+ Management Agency
+ Management Object
+ Management Tool
- Evaluate the results, shortcomings and causes
+ The achieved results: (i) The number of enterprises participating
in the pay television market increased rapidly; (ii) The capacity of pay TV
service providers has also increased; (iii) The contribution of pay TV
enterprises to the state budget has also increased; (iv) The results of
enterprises participating in the pay television market are shown through
relatively good revenue and profit.
+ Shortcomings and causes:
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Causes: (i) Inconsistency between content management policy and service
technical facility. (ii) Limited technical, technology and service capacity. (iii)
Lack of responsibility for controlling information content of licensed cable TV
. (iv) Copyright management of foreign programs needs to be viewed and
considered more carefully. (v) Policies to promote market-oriented pay
television have not been formulated. (vi) Licensing for the installation of
equipment for receiving TV signals directly from satellites to people is no
longer appropriate, ...
4.2. Similarities and differences in the development of the pay TV
market in the US, China, Korea and Vietnam
- Similarities
- Characteristics
4.3. Viewpoints and directions to develop the pay TV market in
Vietnam
- Viewpoints
- Directions
4.4. Solutions to develop the pay TV market in Vietnam on the basis of
applying international experience
Solutions to better develop and manage the pay TV market in Vietnam
are given on the basis of researching the entity of the pay TV market in
Vietnam, including: (i) Authority in charge which is a system of agencies
that direct and manage the pay TV market in particular and the television
sector in general, including: National Committee on Information
Technology Application, Ministry of Information and Communications,
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Department of Information and Communications; (ii) Telecommunication
enterprises providing pay TV services in the pay TV market..
4.2.1. Group of general development solutions for the pay TV market
in a modern direction, in line with the world's development trend
The basic solution for supplying in the pay TV market in Vietnam is to
focus on developing new products and services in a modern direction that is
consistent with converging technology and future development trend.
* For authority in charge
(1) Need to improve the management for the pay TV service provision in the
pay TV market
(2) Need to improve the technical infrastructure management for pay TV
service provision
* For telecommunication enterprises in providing pay TV services in the
pay TV market:
4.2.2 Group of development solutions for demand
* For authority in charge
* For pay TV business units
4.2.3. Group of solution about State management for the pay TV
market
- To build delopment plans for the pay TV market properly
- To modernize administrative procedures in the pay TV market
management
- To strengthen inspection and control of the operation of the pay television
business units:
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- To train and update knowledge of State management in the pay TV
activities for managers:
- To complete policies, regimes and investments for the pay TV market
appropriately:
- To strengthen international cooperation in the State management in
the pay TV market:
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CONCLUSION
With the content of 4 main chapters of the dissertation, the postgraduate has
carried out a process of researching, exploring, deeply surveying the pay
TV market in some countries such as the US, South Korea, China and
Vietnam from the perspective of international economic research.
First of all, the dissertation systematizes the theoretical and
practical issues about the pay TV market; the development of the pay
TV market and the management of the pay TV market; entities and
trends affecting the pay TV market. On the
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