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1、上篇1.Afuzzypicture（TheEconomist,Jan5th,2006）“THISisareallyexcitingtime—aneweraisstarting,”saysPeterBazalgette,thechiefcreativeofficerofEndemol,thetelevisioncompanybehind“BigBrother”andotherpopularshows.Heisreferringtotheupsurgeofinterestinmobiletelevision,anascentindustryattheintersect
2、ionoftelecomsandmediawhichoffersnewopportunitiestodevice-makers,contentproducersandmobile-networkoperators.Already,manymobileoperatorsofferaselectionoftelevisionchannelsorindividualshows,whichare“streamed”acrosstheirthird-generation(3G)networks.InSouthKorea,televisionisalsosenttomobil
3、ephonesviasatelliteandterrestrialbroadcastnetworks,whichisfarmoreefficientthansendingvideoacrossmobilenetworks.InEurope,theItalianarmof3,amobileoperator,recentlyacquiredCanale7,atelevisionchannel,withaviewtolaunchingmobile-TVbroadcastsinItalyinthesecondhalfof2006.Meanwhile,AppleComput
4、er,whichlaunchedavideo-capableversionofitsiPodportablemusic-playerinOctober,isstrikingdealswithtelevisionnetworkstoexpandtherangeofshowsthatcanbepurchasedforviewingonthedevice,including“Lost”,“DesperateHousewives”and“Law&Order”.Despiteallthisactivity,however,theprospectsformobile-TVar
5、eunclear.Forastart,nobodyreallyknowsifconsumerswillpayforit,thoughsurveyssuggesttheyliketheidea.Informa,aconsultancy,saystherewillbe125mmobile-TVusersby2010.Butmanyothermobiletechnologiesinspiredhighhopesandthenfailedtoliveuptoexpectations.AndevenifpeopledowantTVonthemove,thereisfurth
6、eruncertaintyintwoareas:technologyandbusinessmodels.Atthemoment,mobileTVismostlystreamedover3Gnetworks.Butsendinganindividualdatastreamtoeachviewerisinefficientandwillbeunsustainableinthelongrunifmobile-TVtakesoff.Sothegeneralconsensusisthat3Gstreamingisapreludetotheconstructionofdedi
7、catedmobile-TVbroadcastnetworks,whichtransmitdigitalTVsignalsonentirelydifferentfrequenciestothoseusedforvoiceanddata.Therearethreemainstandards:DVB-H,favouredinEurope;DMB,whichhasbeenadoptedinSouthKoreaandJapan;andMediaFLO,whichisbeingrolledoutinAmerica.WatchingTVusinganyofthesetechn
8、ologi
