Now it will take a great deal more effort for the average person to know what each of the new technologies is about and keep pace with the times.

Among these new technologies, the broadband network has the strongest impact on people's lives. We sometimes hear in the media that broadband technology has been applied in a newly completed residential area and that a certain IT company is devoting itself to the development and application of broadband technology. Still, it is not likely that many people will be able to explain what changes this technology will bring to their lives.

Broadband, in brief, is a system that can raise the speed of network transmission by several dozen to several hundred times and completely solve the inadequate bandwidth and slow online speed that have long impeded the development of the Internet in China. The kernel of broadband Internet technology is the enhancement of information obtainment on a broadened band, the transfer of more aspects of our daily lives to the Internet to make them an easy reality, and the creation of a greater value.

As the chief executive of Zhaodaola China Internet, I would compare the existing narrow-band network to a narrow winding path where traffic jams and traffic accidents frequently occur and the broadband network to a broad, even expressway where all the vehicles run in the proper lanes without hindrance.

The increase of Internet speed is the key to the development of broadband technology, and the content and service of the Internet are fundamental to its value. Broadband Internet demands better and faster content. This is reflected not only in the transmission of words, pictures, and audio and video signals but also in the interactive services. When the broadband network is finally formed, the value of content providers will be greatly enhanced.

Broadband will not only enable Internet users to enjoy fast surfing but will also offer interactive multi-media audio and video services. Online entertainment, the application of interaction, and online financing will become the principal broadband services. Users of Zhaodaola China Internet can now talk directly with a movie or television star in The Studio of Celebrities, a talk show offered once a week. At present, the company features word and audio online broadcasts and video-program re-broadcasts on request. The next goal is to realize a multimedia online live broadcast similar to those on television.

In short, the crux of the matter for traditional websites who want to stand firm in their positions in the course of the development of the IT industry is to establish ties with investors in the development of the basic facilities of broadband, to familiarize themselves with the process of broadband development, to try as soon as possible to develop products that the market demands, and to offer more specific services for the netizens.

Broadband will have an impact on people's lives and form a brand-new social structure as well. In the days to come, television and radio broadcasting, flat image, and other mass media will be incorporated into the Internet media.

(China Pictorial 08/06/2001)