In 1998, a major discussion around the concept of "triple play" sparked widespread interest in the industry. After over a decade of development across broadcasting, television, and telecommunications, the long-awaited breakthrough for "three networks integration" finally arrived. On the 13th, the State Council executive meeting announced plans to accelerate the integration of the three networks, signaling a new phase in the sector. Starting this year, pilot programs for two-way access between broadcasting and telecom services will be launched, with full implementation of the "three networks integration" expected by 2015.
**What are the benefits of triple play?**
According to Xinhua News Agency, the State Council officially confirmed that China's "three networks integration" has entered a critical stage, with clear targets set for the next few years. From 2010 to 2012, the focus will be on two-way pilot projects between broadcasting and telecom services. By 2013 to 2015, the goal is to fully realize the integration and establish new systems and regulatory frameworks. The Beijing Morning Post noted that this plan was the result of years of effort from both broadcasting and telecom sectors, having gone through 13 drafts. Meanwhile, radio and TV have started building a national broadcasting network company, while both sectors are submitting proposals for pilot cities and provinces.
Experts suggest that the new policy marks a historic breakthrough, allowing broadcasting and telecom to enter each other’s markets, though the degree of integration varies significantly. In many foreign countries, such integration has been in place for years, but in China, it has faced delays due to internal competition among departments, particularly over control of the "three networks integration."
**Economic impact and job creation**
Industry experts predict that the integration of the three networks could stimulate investments and consumption worth 600–700 billion yuan, potentially creating 200,000 new jobs and driving economic growth. Whether viewed in the short or long term, the initiative plays a key role in addressing the global financial crisis and boosting domestic demand. For example, if 100 million people watch one hour of online TV daily and spend $1 per day, the economic impact would be massive. Some analysts believe that once the integration is complete, revenue from media and entertainment services on fixed broadband networks could surpass mobile communication, contributing about 0.8 percentage points to China's GDP growth.
**One device, multiple functions**
According to the Chongqing Morning Post, "three networks integration" refers not to the physical merging of the three networks (telecom, computer, and cable TV), but rather the convergence of business applications. Through technological upgrades, these networks can deliver integrated multimedia services like voice, data, and video. With this system, users can handle everything from browsing the web to watching TV and making calls using a single network.
**Five major benefits of triple play**
First, information services will shift from single-channel to integrated multimedia services, including text, voice, and video. Second, infrastructure investment and maintenance costs will be significantly reduced. Third, network performance and resource utilization will improve. Fourth, the integration of the three networks opens up more value-added services like IPTV, VOIP, and online gaming. Finally, it breaks the long-standing competitive cycle between telecom operators and broadcasters, leading to bundled packages for TV, internet, and phone services.
**Three-network integration design**
1. **Overall Plan Design Basis:**
EPON (Ethernet Passive Optical Network) is an emerging broadband access technology that delivers data, voice, and video services through a single fiber access system. It offers excellent cost-performance and combines the advantages of passive optical networks and Ethernet. EPON is ideal for access networks due to its low installation and maintenance costs, especially in large-scale deployments.
EOC (Ethernet Over Coax) is another access technology that uses the existing coaxial cable infrastructure of the cable TV network to support high-speed internet, HD/SD TV, IPTV, VOD, and VOIP. EOC is easy to maintain, reliable, and well-suited for the "last 100 meters" of connectivity.
**Advantages of EPON + EOC**
Combining EPON and EOC provides a powerful solution for broadband access. EPON handles the main network backbone, while EOC covers the final connection to the user. This setup allows centralized management, reduces fault points, and makes expansion and maintenance easier. It also supports efficient networking and faster project deployment.
**Market opportunities and future technology trends**
From a media perspective, the integration of the three networks brings new opportunities for content producers, but also challenges for traditional advertising models. Advertisers will need to adapt to new on-demand advertising formats, and traditional media must evolve to stay competitive. While traditional media still holds an advantage in news and content production, online platforms now offer similar content, forcing them to innovate.
As technology advances, we can expect traditional media like TV and newspapers to remain relevant, just in different forms. Companies like Apple and Hulu are already reshaping how people consume media, and as the market matures, the integration of the three networks will continue to redefine the industry.
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