Difference between revisions of "Future of Internet Television"

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==System Diagram==
==System Diagram==


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  <td width="16%"><font size="2" face="Times New Roman"> Scenario 1</font></td>
<body bgcolor=white lang=ZH-TW style='tab-interval:21.0pt;text-justify-trim:
  <td width="16%"><font size="2" face="Times New Roman">Scenario 2</font></td>
punctuation'>
  <td width="16%"><font size="2" face="Times New Roman">Scenario 3</font></td>
  <td width="16%"><font size="2" face="Times New Roman">Scenario 4</font></td></tr>
<tr valign="top"><td height="21"><font size="2" face="Times New Roman">Government
  control</font>
  <ol type="1">


    <li><font size="2" face="Times New Roman">No control</font></li>
<div class=Section1 style='layout-grid:15.6pt'>
    <li><font size="2" face="Times New Roman">Control of content</font></li>
 
    <li><font size="2" face="Times New Roman">Control of distribution</font></li>
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    <li><font size="2" face="Times New Roman">Control of channel</font></li>
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  <p class=MsoNormal><span lang=EN-US>Driving forces</span></p>
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  <p class=MsoNormal><span lang=EN-US><span style="mso-spacerun:
  yes">&nbsp;</span>Scenario 1</span></p>
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  <p class=MsoNormal><span lang=EN-US>Scenario 2</span></p>
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  <p class=MsoNormal><span lang=EN-US>Scenario 3</span></p>
 
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  <p class=MsoNormal><span lang=EN-US>Scenario 4</span></p>
  </td>
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<tr style='height:21.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
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  <p class=MsoNormal><span lang=EN-US>Government control</span></p>
 
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l4 level1 lfo1;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>No control</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l4 level1 lfo1;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Control of content</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l4 level1 lfo1;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Control of distribution</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l4 level1 lfo1;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>4.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Control of channel</span></p>
 
  </td>
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  <p class=MsoNormal><span lang=EN-US>3, 4</span></p>
  </td>
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  <p class=MsoNormal><span lang=EN-US>1, 2</span></p>
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  <p class=MsoNormal><span lang=EN-US>2, 3, 4</span></p>
  </td>
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  <p class=MsoNormal><span lang=EN-US>2, 3, 4</span></p>
  </td>
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  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:20.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>IP</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l2 level1 lfo2;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>No patent</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l2 level1 lfo2;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>protected patent</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l2 level1 lfo2;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>implementation failure</span></p>
 
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
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  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>2</span></p>
  </td>
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  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>2/3</span></p>
  </td>
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  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>2</span></p>
  </td>
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  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>2</span></p>
  </td>
</tr>
<tr style='height:21.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:21.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>Future Technology</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l1 level1 lfo3;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>IPTV</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l1 level1 lfo3;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Google video</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l1 level1 lfo3;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>P2P</span></p>
 
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  </td>
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  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>1, 2, 3</span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>1, 2, 3 </span></p>
  </td>
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  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>/</span></p>
  </td>
</tr>
<tr style='height:20.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:20.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>PVR (TiVo)</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l5 level1 lfo4;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Prosperity</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l5 level1 lfo4;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Failure</span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
 
   <p class=MsoNormal><span lang=EN-US>2</span></p>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">3, 4</font></td>
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>2</span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
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  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
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  <p class=MsoNormal><span lang=EN-US>2</span></p>


   <td><font size="2" face="Times New Roman">1, 2</font></td>
   </td>
   <td><font size="2" face="Times New Roman">2, 3, 4</font></td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
   <td><font size="2" face="Times New Roman">2, 3, 4</font></td></tr>
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
<tr valign="top"><td height="20"><font size="2" face="Times New Roman">IP</font>
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
   <ol type="1">
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
    <li><font size="2" face="Times New Roman">No patent</font></li>
   <p class=MsoNormal><span lang=EN-US>1</span></p>
    <li><font size="2" face="Times New Roman">protected patent</font></li>
   </td>
</tr>
<tr style='height:21.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
   height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>Media Mix</span></p>


    <li><font size="2" face="Times New Roman">implementation failure</font></li>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
   </ol>
  l8 level1 lfo5;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Convergence</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l8 level1 lfo5;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Divergence</span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
   <p class=MsoNormal><![if !supportEmptyParas]>&nbsp;<![endif]><span
  lang=EN-US><o:p></o:p></span></p>
   </td>
   </td>
  <td><font size="2" face="Times New Roman">2</font></td>
  <td><font size="2" face="Times New Roman">2/3</font></td>
  <td><font size="2" face="Times New Roman">2</font></td>
  <td><font size="2" face="Times New Roman">2</font></td></tr>


<tr valign="top"><td height="21"><font size="2" face="Times New Roman">Future
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
   Technology</font>
   none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
   <ol type="1">
   mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
    <li><font size="2" face="Times New Roman">IPTV</font></li>
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
    <li><font size="2" face="Times New Roman">Google video</font></li>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
    <li><font size="2" face="Times New Roman">P2P</font></li>
  </ol>
   </td>
   </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><![if !supportEmptyParas]>&nbsp;<![endif]><span
  lang=EN-US><o:p></o:p></span></p>
  </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><![if !supportEmptyParas]>&nbsp;<![endif]><span
  lang=EN-US><o:p></o:p></span></p>


   <td><font size="2" face="Times New Roman">1</font></td>
   </td>
   <td><font size="2" face="Times New Roman">1, 2, 3</font></td>
</tr>
   <td><font size="2" face="Times New Roman">1, 2, 3 </font></td>
<tr style='height:20.25pt'>
  <td><font size="2" face="Times New Roman">/</font></td></tr>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
<tr valign="top"><td height="20"><font size="2" face="Times New Roman">PVR
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  (TiVo)</font>
  height:20.25pt'>
  <ol type="1">
   <p class=MsoNormal><span lang=EN-US>Payment</span></p>
    <li><font size="2" face="Times New Roman">Prosperity</font></li>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l3 level1 lfo6;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Pay by user</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l3 level1 lfo6;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Free for user (gov./ ads)</span></p>


    <li><font size="2" face="Times New Roman">Failure</font></li>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
   </ol>
  l3 level1 lfo6;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Mixed payment</span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>3</span></p>
  </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>2</span></p>
 
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal style='text-indent:10.5pt;mso-char-indent-count:1.0;
  mso-char-indent-size:10.5pt'><span lang=EN-US>| 3</span></p>
  </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  </td>
</tr>
 
<tr style='height:21.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>Internet Technology</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l10 level1 lfo7;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Full capacity</span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l10 level1 lfo7;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Not sufficient</span></p>
 
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
   <p class=MsoNormal><span lang=EN-US>1</span></p>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">2</font></td>
   <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
   <td><font size="2" face="Times New Roman">2</font></td>
   border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
   <td><font size="2" face="Times New Roman">2</font></td>
   mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
   <td><font size="2" face="Times New Roman">1</font></td></tr>
   padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>


<tr valign="top"><td height="21"><font size="2" face="Times New Roman">Media
  <p class=MsoNormal><span lang=EN-US>1</span></p>
   Mix</font>
   </td>
   <ol type="1">
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
    <li><font size="2" face="Times New Roman">Convergence</font></li>
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
    <li><font size="2" face="Times New Roman">Divergence</font></li>
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  </ol>
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>2</span></p>
   </td>
   </td>
  <td><font size="2" face="Times New Roman"> </font></td>
</tr>
<tr style='height:20.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:20.25pt'>


   <td><font size="2" face="Times New Roman">1</font></td>
   <p class=MsoNormal><span lang=EN-US>Information gathering</span></p>
   <td><font size="2" face="Times New Roman"> </font></td>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
   <td><font size="2" face="Times New Roman"> </font></td></tr>
  l7 level1 lfo8;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
<tr valign="top"><td height="20"><font size="2" face="Times New Roman">Payment</font>
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
   <ol type="1">
   lang=EN-US>fixed supplier</span></p>
    <li><font size="2" face="Times New Roman">Pay by user</font></li>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
    <li><font size="2" face="Times New Roman">Free for user (gov./
  l7 level1 lfo8;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
    ads)</font></li>
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>individuals</span></p>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l7 level1 lfo8;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>info online</span></p>


    <li><font size="2" face="Times New Roman">Mixed payment</font></li>
  </ol>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">3</font></td>
   <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
   <td><font size="2" face="Times New Roman">2</font></td>
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
   <td> <font size="2" face="Times New Roman">| 3</font></td>
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  </td>
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>123</span></p>
   </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>


   <td><font size="2" face="Times New Roman">1</font></td></tr>
   <p class=MsoNormal><span lang=EN-US>123</span></p>
<tr valign="top"><td height="21"><font size="2" face="Times New Roman">Internet
  Technology</font>
  <ol type="1">
    <li><font size="2" face="Times New Roman">Full capacity</font></li>
    <li><font size="2" face="Times New Roman">Not sufficient</font></li>
  </ol>
   </td>
   </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  </td>
</tr>
<tr style='height:21.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:21.25pt'>


   <td><font size="2" face="Times New Roman">1</font></td>
   <p class=MsoNormal><span lang=EN-US>Advertisement</span></p>
   <td><font size="2" face="Times New Roman">1</font></td>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  <td><font size="2" face="Times New Roman">1</font></td>
  l0 level1 lfo9;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
   <td><font size="2" face="Times New Roman">2</font></td></tr>
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
<tr valign="top"><td height="20"><font size="2" face="Times New Roman">Information
  lang=EN-US>existing forms of Ads on TV</span></p>
  gathering</font>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
   <ol type="1">
  l0 level1 lfo9;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
    <li><font size="2" face="Times New Roman">fixed supplier</font></li>
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>mandatory ads on line </span></p>
  <p class=MsoNormal><span lang=EN-US>(including ads in programs)</span></p>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l0 level1 lfo9;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Interaction in ads</span></p>


    <li><font size="2" face="Times New Roman">individuals</font></li>
    <li><font size="2" face="Times New Roman">info online</font></li>
  </ol>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">1</font></td>
   <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
   <td><font size="2" face="Times New Roman">123</font></td>
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
   <td><font size="2" face="Times New Roman">123</font></td>
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>1, 3</span></p>
  </td>
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>2,3 </span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>1,3</span></p>
  </td>
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  </td>
</tr>
<tr style='height:20.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:20.25pt'>


   <td><font size="2" face="Times New Roman">1</font></td></tr>
   <p class=MsoNormal><span lang=EN-US>User expectation</span></p>
<tr valign="top"><td height="21"><font size="2" face="Times New Roman">Advertisement</font>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  <ol type="1">
  l9 level1 lfo10;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
    <li><font size="2" face="Times New Roman">existing forms of
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
    Ads on TV</font></li>
  lang=EN-US>user expect it to be free</span></p>
    <li><font size="2" face="Times New Roman">mandatory ads on
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
    line </font></li>
  l9 level1 lfo10;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
   </ol>
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
   <p align="justify"><font size="2" face="Times New Roman">(including
   lang=EN-US>to be on demand </span></p>
   ads in programs)</font></p>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l9 level1 lfo10;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
   lang=EN-US>to be interactive</span></p>


  <ol type="1" start="3">
    <li><font size="2" face="Times New Roman">Interaction in ads</font></li>
  </ol>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">1, 3</font></td>
   <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
   <td><font size="2" face="Times New Roman">2,3 </font></td>
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
   <td><font size="2" face="Times New Roman">1,3</font></td>
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>23</span></p>
  </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>123</span></p>
  </td>
   <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
 
  <p class=MsoNormal><span lang=EN-US>23</span></p>
  </td>
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:20.25pt'>
  <p class=MsoNormal><span lang=EN-US>2</span></p>
  </td>
</tr>
<tr style='height:21.25pt'>
  <td width=149 valign=top style='width:149.4pt;border:solid windowtext .5pt;
  border-top:none;mso-border-top-alt:solid windowtext .5pt;padding:0cm 5.4pt 0cm 5.4pt;
  height:21.25pt'>


   <td><font size="2" face="Times New Roman">1</font></td></tr>
   <p class=MsoNormal><span lang=EN-US>Source of profit changing</span></p>
<tr valign="top"><td height="20"><font size="2" face="Times New Roman">User
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
   expectation</font>
  l6 level1 lfo11;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>1.<span
   <ol type="1">
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
    <li><font size="2" face="Times New Roman">user expect it to
   lang=EN-US>Ads</span></p>
    be free</font></li>
   <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
    <li><font size="2" face="Times New Roman">to be on demand </font></li>
  l6 level1 lfo11;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>2.<span
    <li><font size="2" face="Times New Roman">to be interactive</font></li>
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
   </ol>
  lang=EN-US>User </span></p>
  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l6 level1 lfo11;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>3.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
   lang=EN-US>Government</span></p>


  <p class=MsoNormal style='margin-left:18.0pt;text-indent:-18.0pt;mso-list:
  l6 level1 lfo11;tab-stops:list 18.0pt'><![if !supportLists]><span lang=EN-US>4.<span
  style='font:7.0pt "Times New Roman"'>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span><![endif]><span
  lang=EN-US>Mix</span></p>
  </td>
  <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>4</span></p>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">23</font></td>
   <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
   <td><font size="2" face="Times New Roman">123</font></td>
   none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
   <td><font size="2" face="Times New Roman">23</font></td>
   mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
   <td><font size="2" face="Times New Roman">2</font></td></tr>
   padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
<tr valign="top"><td height="21"><font size="2" face="Times New Roman">Source
  <p class=MsoNormal><span lang=EN-US>1</span></p>
  of profit changing</font>
  <ol type="1">


    <li><font size="2" face="Times New Roman">Ads</font></li>
    <li><font size="2" face="Times New Roman">User </font></li>
    <li><font size="2" face="Times New Roman">Government</font></li>
    <li><font size="2" face="Times New Roman">Mix</font></li>
  </ol>
   </td>
   </td>
   <td><font size="2" face="Times New Roman">4</font></td>
   <td width=70 valign=top style='width:69.9pt;border-top:none;border-left:none;
  border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>4|2</span></p>
  </td>
  <td width=70 valign=top style='width:69.95pt;border-top:none;border-left:
  none;border-bottom:solid windowtext .5pt;border-right:solid windowtext .5pt;
  mso-border-top-alt:solid windowtext .5pt;mso-border-left-alt:solid windowtext .5pt;
  padding:0cm 5.4pt 0cm 5.4pt;height:21.25pt'>
  <p class=MsoNormal><span lang=EN-US>4</span></p>
  </td>
</tr>


  <td><font size="2" face="Times New Roman">1</font></td>
  <td><font size="2" face="Times New Roman">4|2</font></td>
  <td><font size="2" face="Times New Roman">4</font></td></tr>
</table>
</table>
</div>


==The Scenarios==
==The Scenarios==

Revision as of 13:16, 9 May 2006

Group Members:

Introduction of "Internet Television"

Research Questions

BASIC

Current Situation

General Idea

Marketing analysis

  • SWOT analysis normal TV and Internet TV?
  • Are people ready to accept Internet TV?
  • How large is the current market? what are most potential audience’s ages? locations? their expectations?
  • what is the bottleneck in the current web technology to realize internet tv?
    there maybe some problems, like bandwidth, continuity of streaming?


Profit/expenses

  • Advertisement How does it work in normal TV? How will it work in Internet TV?
  • Is possible to explore other profit sources?
  • How is the current expense? Broadcast station’s cash out flow’s direction.
  • How about future profit/expense.
  • Interactive advertising


Migration

  • What will happen with the “normal” TV if the Internet TV successes?
  • What will happen with the key players of the normal TV?
  • Conflicts with the government
  • what is the impact of globalization. pros and cons?
  • what are other barriers in the way of migration?
  • Intellectual property? Creative Common, DRM?
  • what is the rime we expect to make Internet TV form a large enough popularity?
  • what is the potential route from nominal TV to Internet TV?

Media mix

Driving Forces

System Diagram

<style> </style> </head>

<body bgcolor=white lang=ZH-TW style='tab-interval:21.0pt;text-justify-trim: punctuation'>

Driving forces

 Scenario 1

Scenario 2

Scenario 3

Scenario 4

Government control

<![if !supportLists]>1.       <![endif]>No control

<![if !supportLists]>2.       <![endif]>Control of content

<![if !supportLists]>3.       <![endif]>Control of distribution

<![if !supportLists]>4.       <![endif]>Control of channel

3, 4

1, 2

2, 3, 4

2, 3, 4

IP

<![if !supportLists]>1.       <![endif]>No patent

<![if !supportLists]>2.       <![endif]>protected patent

<![if !supportLists]>3.       <![endif]>implementation failure

2

2/3

2

2

Future Technology

<![if !supportLists]>1.       <![endif]>IPTV

<![if !supportLists]>2.       <![endif]>Google video

<![if !supportLists]>3.       <![endif]>P2P

1

1, 2, 3

1, 2, 3

/

PVR (TiVo)

<![if !supportLists]>1.       <![endif]>Prosperity

<![if !supportLists]>2.       <![endif]>Failure

2

2

2

1

Media Mix

<![if !supportLists]>1.       <![endif]>Convergence

<![if !supportLists]>2.       <![endif]>Divergence

<![if !supportEmptyParas]> <![endif]><o:p></o:p>

1

<![if !supportEmptyParas]> <![endif]><o:p></o:p>

<![if !supportEmptyParas]> <![endif]><o:p></o:p>

Payment

<![if !supportLists]>1.       <![endif]>Pay by user

<![if !supportLists]>2.       <![endif]>Free for user (gov./ ads)

<![if !supportLists]>3.       <![endif]>Mixed payment

3

2

| 3

1

Internet Technology

<![if !supportLists]>1.       <![endif]>Full capacity

<![if !supportLists]>2.       <![endif]>Not sufficient

1

1

1

2

Information gathering

<![if !supportLists]>1.       <![endif]>fixed supplier

<![if !supportLists]>2.       <![endif]>individuals

<![if !supportLists]>3.       <![endif]>info online

1

123

123

1

Advertisement

<![if !supportLists]>1.       <![endif]>existing forms of Ads on TV

<![if !supportLists]>2.       <![endif]>mandatory ads on line

(including ads in programs)

<![if !supportLists]>3.       <![endif]>Interaction in ads

1, 3

2,3

1,3

1

User expectation

<![if !supportLists]>1.       <![endif]>user expect it to be free

<![if !supportLists]>2.       <![endif]>to be on demand

<![if !supportLists]>3.       <![endif]>to be interactive

23

123

23

2

Source of profit changing

<![if !supportLists]>1.       <![endif]>Ads

<![if !supportLists]>2.       <![endif]>User

<![if !supportLists]>3.       <![endif]>Government

<![if !supportLists]>4.       <![endif]>Mix

4

1

4|2

4

The Scenarios

Scenario 1: Internet TV with us of the traditional distributor

IPTV-Scenario 1.gif

Scenario 2: Internet TV dominantion

IPTV-scenario 2.jpg

Scenario 3: Co-exist

IPTV-scenario 3.jpg

Scenario 4: The same TV industry structure

IPTV-scenario 4.jpg

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