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Mobile television, Screen test 手机电视: 屏幕上的考验

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Mobile television  
手机电视

Screen test  
屏幕上的考验
Sep 6th 2007 | SEOUL
From The Economist print edition

Lessons from South Korea's experiment with mobile TV   
韩国Screen test 试验的经验

RIDE on the Seoul metro or take a bus around the city's streets and you will see passengers gazing at their mobile phones with rapt attention, earplugs firmly in place. They are watching television. Since the first services were launched in 2005, mobile-TV services have garnered over 7.5m customers. The signals are delivered via terrestrial and satellite broadcasts, a far more efficient approach than sending individual data streams to each viewer's handset, as is mostly done in other countries.
无论乘坐汉城的地铁或是搭乘巴士在城市的街道上，你都会看到乘客全神贯注地盯着他们的手机，紧紧地塞着耳塞。他们在看电视。自从2005年首个移动电视服务开始以来，该服务已累积了超过750万用户。与其他国家大多的做法不同，电视信号通过地面和卫星传送，比直接向个人的手机上发送数据流的方法效率高得多。

Of the 6.3m users of the terrestrial service, which is free, about one-third watch on their phones, and the rest on screens installed in motor vehicles or on other portable devices. Another 1.2m people watch the satellite service, which costs about $11 a month. The government predicts that by the end of next year the number of terrestrial customers will reach 10.8m and the number of satellite subscribers will grow to 2.8m. In other words, more than one-quarter of the population will be tuning in.
在免费的地面服务的630万用户中，有三分之一在手机上观看，其他则是通过摩托车上的屏幕或其他便携设备观看。还有120万人使用卫星服务观看，每月大约花费11美金。政府预测在明年年底地面服务用户将达到1080万而卫星服务订户将增长至280万。换句话说，全国四分之一以上的人都将收看。

SK Telecom, the biggest mobile operator, has been pushing the satellite service, which is offered by its subsidiary, TU Media. It has spent about $435m on the service so far and needs 2.5m subscribers to break even, says Kwang Heo of TU. Its customers are mostly sports-loving young men. Soap operas and variety shows were at first available only with a time delay, but in July TU struck a deal with MBC, Korea's biggest private broadcaster, to provide a live feed.
SK电信，韩国最大的手机运营商，正在推动由它的子公司TU Media提供的卫星服务。TU的Kwang Heo表示，公司在该项服务上目前已花费大约4.35亿美元，需要250万订户才能做到盈亏平衡。该项服务的主要用户是热爱体育的年轻男性。肥皂剧和各种节目最初在播出之后一段时间才能看到，但在七月TU和韩国最大的私人电视台达成协议，为用户提供实时节目。

Meanwhile SK Telecom's two main rivals, KTF and LG Telecom, have been pushing the free terrestrial service. Although it cannot charge for it, KTF hopes that mobile TV will bring in new customers and enable it to sell more expensive handsets and service plans. Soap operas and news bulletins are the most popular programmes, it says. Providers of the terrestrial service grumble that advertising revenue does not yet cover their costs. MBC says there need to be 10m terrestrial users for its dedicated mobile-TV channel to break even. The clear winners in all this are the handset-makers, Samsung and LG, which have been able to sell lots of pricey new phones, says Ahn Taegho of MBC.
目前SK电信的两个主要对手KTF和LG电信，都在推动免费的地面服务。虽然不能收费，但KTF希望移动电视能带来新的用户，以便能售出更多昂贵的手机和服务套餐。KTF表示，肥皂剧和新闻快报是最受欢迎的节目。地面服务提供商抱怨说广告收入还不足以补偿成本。MBC说需要1000万地面用户才能使它致力推广的移动电视频道收支平衡。MBC的Ahn Taegho表示，最明显的赢家是手机制造商三星和LG，他们能卖出大量昂贵的新手机。

But even if mobile TV does prove successful in South Korea, it does not necessarily bode well for similar services elsewhere. Its rapid rise in South Korea is largely due to the government, which set technology standards, allocated spectrum and insisted on a free terrestrial service to promote uptake, thus kick-starting the market—none of which is likely to happen in Europe or America.
但即使移动电视在韩国被证明是成功的，也不一定预示在其他地方类似服务一定会成功。这一服务在韩国的快速崛起很大程度上应归于政府。政府设定技术标准，分配频段，坚持地面服务免费以促进正在启动的市场——这些在欧美都不太可能会发生。
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