视频点播市场三大产业的博弈

媒介融合是指数字新媒体在终端、网络和内容三个层面可能出现的融合，这将意味着任何一种多媒体业务，都可能出现几种不同的产业发展路径和运营模式。从互动层次、技术实现、政策管制、产业间竞争与合作等几个维度，探讨VOD互动视频点播业务的不同产业发展路径和模式，包括其在有线数字电视、IPTV、互联网视频、CMMB以及3G移动通讯网上的发展前景。广电系统与电信系统在宏观博弈与地区融合是并行的，在部门利益、地方经济的动态博弈中，视频互动业务的产业发展路径将是多元化的，最终将形成多元竞争格局。

The Game of the Video-on-demand Market Medium among the Three Industry of Media,Information and Communication

The Media convergence is a new digital media in the possible fusion of the terminal,network and content,which means that any kind of multimedia service may have several different approaches for industrial development and operation mode.From the level of interactivity,technology,policy regulation,the competition and cooperation among the industry,the paper discusses the different industrial development path and model of the VOD interactive service,including its digital cable TV,IPTV,Internet video,CMMB and 3G mobile communication net.Broadcasting system and the telecommunication system in macro game and regional integration are parallel,in the dynamic game of the departmental interests,the local economy,the development path of the interactive video service industry will be diversified and form the pluralistic competitive pattern eventually.