A Case Study of China Multimedia Mobile Broadcasting (CMMB)

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A Case Study of China Multimedia Mobile Broadcasting (CMMB) A Case Study of China Multimedia Mobile Broadcasting (CMMB) A Thesis Submitted to the Faculty Of Drexel University By Dongchen Zhang In partial fulfillment of the Requirements for the degree Of Master of Science June 2011 ii ©Copyright 2011 Dongchen Zhang. All Rights Reserved iii Abstract A Case Study of China Multimedia Mobile Broadcasting (CMMB) Dongchen Zhang Albert S. Tedesco, Supervisor, BA, MA, MAC Beginning late in the 20th century, mobile broadcasting TV has been launched in many countries all over the world. Though it was expected to be one of the most promising technologies, each country still has its own situation, some are successful, and others are disappointing. Meanwhile, the mobile broadcasting TV is penetrating China rapidly because of the development of its special China Multimedia Mobile Broadcasting standard and network. The worldwide mobile broadcasting TV markets are active due to technology development, business models maturity, and competition is aggressive. The potential size and growth rate of the Chinese mobile TV market warrant examination of the wireless development in and outside of the country. Here, we study specifically this unique growing standard – CMMB, including the technology, the consumer demographics, and the business model. iv Acknowledgment I would like to thank my academic advisor, Albert Tedesco for his invaluable feedback and guidance. Tedesco’s teaching and insights have been a great source of knowledge and ideas for me both inside and outside of this project while at Drexel University. I would also like to thank both Min Wang and Xinquan Fan. Miss Wang has given me a lot of suggestions to improve the grammar and expression of this study. Mr. Fan helped me to understand the technical issues related to the study since he is an excellent engineer in electric engineering. I would also like to express my deepest appreciation for Haizhao Yang, Director, Broadcasting & Satellite Division, and Hubei Television Station. Mr. Yang not only guided me in critical understanding of the Chinese regulatory environment, but also helped me to obtain one copy of CBC’s Internal Manual that is one of the most important documents reviewed in this study. Also, a special thanks to Mitch Barns, President, Nielsen Greater China, for his support and kind words of encouragement during this study. Mr. Barns has given me some Nielsen reports related to the subject that helped me to improve the study. v Table of Contents ABSTRACT ................................................................................................................................ iii ACKNOWLEDGMENT ............................................................................................................... iv LIST OF TABLES ...................................................................................................................... viii LIST OF FIGURES ...................................................................................................................... ix 1. INTRODUCTION ................................................................................................................... 1 1.1. Purpose of the Study ....................................................................................................... 2 1.2. Literature Review and Study Outlines ............................................................................. 3 1.3. Limitations and Ethical Considerations ........................................................................... 4 2. MOBILE BROADCASTING TV STANDARDS ........................................................................... 5 2.1. Competing Mobile TV Broadcasting Standards ............................................................... 6 2.1.1 DVB-H ............................................................................................................................ 6 2.1.2 DMB ............................................................................................................................... 9 2.1.3 OneSeg ......................................................................................................................... 11 2.1.4 MediaFLO..................................................................................................................... 12 2.2. Standards Economics .................................................................................................... 13 3. OVERVIEW OF CMMB INTRODUCTION ............................................................................. 14 3.1. CMMB Technology System ............................................................................................ 15 3.1.1 CMMB Standard .......................................................................................................... 15 3.1.2 Channel Transmission Technology of CMMB system .................................................. 15 3.1.3 AVS-Audio Video Standard .......................................................................................... 16 3.1.4 CMMB Backhaul System .............................................................................................. 17 3.2. Key Technology of STiMi ............................................................................................... 17 3.2.1 Signal processing procedures on the physical layer .................................................... 18 3.2.2 RS encoding and byte interleaving .............................................................................. 18 3.2.3 LDPC Encoding ............................................................................................................. 19 3.2.4 Bit Interleaving ............................................................................................................ 19 3.2.5 Constellation Mapping ................................................................................................ 19 3.2.6 Orthogonal Frequency Division Multiplexing Modulation .......................................... 19 3.2.7 Timing and Frequency Two-Dimensional pilot Technology ........................................ 20 3.2.8 Beacon Technology...................................................................................................... 20 3.2.9 The Technology of Time Slot ....................................................................................... 21 3.2.10 Frame Structure ......................................................................................................... 21 vi 3.2.11 Net Data Rate ............................................................................................................ 22 3.2.12 Mobile Receiving Terminal Technology ..................................................................... 22 3.3. CMMB Network ............................................................................................................. 22 3.4. Summary ....................................................................................................................... 24 4.USER ACCEPTANCE AND EXPERIENCE ................................................................................ 26 4.1. Worldwide Mobile Broadcasting TV Subscriber ............................................................ 26 4.2. User Features in China .................................................................................................. 29 4.2.1 Mobile TV User Features ............................................................................................. 30 4.2.2 Mobile TV User Cognizance ......................................................................................... 33 4.2.3 Mobile TV Contents ..................................................................................................... 36 4.2.4 Comparative advantage of Mobile TV ......................................................................... 37 4.2.5 Mobile TV User Behavior ............................................................................................. 38 4.3. Summary ....................................................................................................................... 39 5. CONTENT ANALYSIS .......................................................................................................... 41 5.1. Content Analysis ............................................................................................................ 41 5.1.1 Short Duration and Small Screen ................................................................................ 41 5.1.2 Interactivity ................................................................................................................. 42 5.1.3 Individual Viewing and Mobility .................................................................................. 43 5.2. Introduction of CMMB Network Services ..................................................................... 44 5.2.1 Introduction of CBC Core Brand –“Jing Cai” (CBC, 2010) ............................................ 44 5.2.2 Jing Cai Radio & TV ...................................................................................................... 44 5.2.3 Jing Cai Navigation (CBC, 2010) ................................................................................... 47 5.2.4 Jing Cai Finance (CBC, 2010) ........................................................................................ 48 5.3. Summary ....................................................................................................................... 49 6. ENVIRONMENTAL CLIMATE & BUSINESS MODEL
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