โอกาสและความท้าทายในการให้บริการโทรทัศน์เคลื่อนที่

Abstract

The convergence of broadcasting and telecommunications creates a variety of innovative services, especially “interactive multimedia services” that are attractive to the audience and changing user behaviour. Mobile television (MTV) broadcasting services based on broadcast networks have been launched in North American media markets, Japan and Korea. Viewer uptake is low and slow growth. Concurrently, Mobile Television contents are streamed using cellular technologies offered by cellular operators. It has not reached sizable market and is a niche market due to large quantum of data for video and accompanying cost. As a result media market players are cautious of mobile television services as streaming against broadcasting. However, by improving the existing business model for broadcast mobile television, key players can make it not only viable but also profitable by increasing subscriber base leading to increased revenues. The major revenue source of both broadcasters and cellular operators are declining. Mobile voice service is increasingly under pressure, similarly the advertising revenue of broadcasters. By collaborating with broadcasters, services of Mobile operators could differentiate among rest by integrating mobile television with mobile broadband. Regulators, mobile operators and broadcasters need to collaborate then design, implement and operate mobile television broadcasting services.The first Thailand Broadcasting Master Plan mandates strategy for transition from analogue to digital broadcasting to ensure efficient use of radio frequencies. Mobile TV services is still underlying on the digital terrestrial broadcasting technology. This article summarizes MTV technologies, services, international case studies and the potential deployment of mobile TV services in Thailand.