China Digital TV Market Operation Report, 2008-2009
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By the end of 2008, China had had almost 400 million TV subscribers, of which 164 million are cable TV users and more than 200 million wireless TV users. DTV subscribers just take a small proportion in China. By the end of Mar 2009, China has had 49.86 million DTV users, less than one third of cable TV subscribers.

Number of China’s DTV Subscribers, 2005-Mar. 2009
 2009070708.gif
Source: SARFT, ResearchInChina

Despite China has a small quantity of DTV users, the number grows rapidly; annual average growth rate exceeded 50% during 2005 to 2008. As scheduled, China will halt analog TV programs before 2015. It is estimated that the growth rate of DTV subscribers in China will rise by above 20% from 2008-2015, calculating by 164 million subscribers up to 2015.

As for digital TV Operation, China sets both terrestrial wireless digital TV and satellite digital TV as the public-interest, while cable digital TV has certain commerciality despite for public service. Operators always promote subscription fee to offset costs on freely providing an STB for each subscriber. At present, subscription charge of per user is between CNY20-26, while the ordinary STB is worth CNY400-800. There is a large gap between China and developed counties in many subscription fee, digitalization level, subscriber scale, etc. With the growth of subscribers and value-added services, Chinese DTV operators will have more opportunities of profit making.

Based on the authoritative statistics from SARFT, CCBN Forum, Justice Department and companies’ annals, this report analyzes the developments of China TV operation industry and market operations of cable, territorial and satellite TV, as well as makes an in-depth study on relevant policies to DTV operation, progression of segmented markets, performance of key TV operators and development trend of cable digital TV operation market.

1. Overview of China DTV Market Operation
1.1 Development Profile
1.2 Classification of TV Operation Modes
1.2.1 Analog TV and Digital TV
1.2.2 Free TV & Pay-TV
1.2.3 Satellite, cable and Terrestrial TV
1.2.4 HDTV & SDTV
1.3 Developments of Segmented TV Markets 
1.3.1 Cable TV
1.3.2 Satellite TV
1.3.3 Terrestrial (Wireless) TV

2. Policies on DTV Development in China
2.1 DTV Development Plan and Relevant Policies 
2.1.1 The Tenth Five-year Plan and Perspective Plan by 2010 of Radio Film and Television 
Technology
2.1.2 The Timetable for Transition of CATV to DTV
2.1.3 Notice on Further Improving Work on Village to Village TV Coverage in New Era by General Office of the State Council
2.1.4 Notice on Management of Satellite Receiving Facilities Involving in Village to Village TV Coverage by Office of SARFT
2.2 Related Policies to DTV Technology 
2.3 DTV Operation Related Policies
2.3.1 Notice on Taxation Polices on Village to Village TV Coverage by Ministry of Finance and SAT
2.3.2 Notice on Further Strengthening and Standardizing Digitalization of Cable TV by SARFT
2.3.3 Notice on Strengthening Management of Automotive and In-building Public Audio-visual Equipments   
2.4 Investment policies
2.4.1 Suggestions on Stimulating Development of Radio, Film and Television Industry
2.4.2 Decisions on the Non-public capital Entry into Cultural Industry by the State Council
2.4.3 Polices on Encouraging Development of Digital TV Industry

3. Operating Mode of DTV Market
3.1 DTV Operation Pattern
3.2 Cable DTV Operation 
3.2.1 Development Overview
3.2.2 Businesses
3.2.3 Profit Model
3.2.4 Pricing 
3.2.5 Promotion Pattern
3.3 Terrestrial DTV operation
3.3.1 Overview
3.3.2 Development Course 
3.3.3 Planning
3.3.4 In-Building TV
3.3.5 Mobile TV
3.3.6 Controversy on Mobile TV standards
3.4 Satellite DTV Operation 
3.4.1 Development Overview
3.4.2 New Businesses Brought by Satellite DTV
3.4.3 Live Broadcasting Satellite TV Operation
3.4.4 Development of European Satellite DTV 
3.5 IPTV Operation 
3.5.1 Introduction to IPTV
3.5.2 Industrial Chain
3.5.3 Profit Model
3.5.4 Key Operation Modes 
3.5.5 Obstacles to Development 

4. Overseas DTV Operation Companies 
4.1 DTV Operation Abroad
4.2 USA COMCAST
4.3 SKY(Britain)
4.4 SKY Perfect (Japan)

5. China DTV Operation Companies
5.1 Beijing Gehua CATV Network Co., Ltd 
5.1.1 Company Profile
5.1.2 Operations
5.1.3 Financial Results
5.1.4 Operating Mode 
5.1.5 Prospect 
5.2 Oriental Cable Network Co., Ltd
5.2.1 Company Profile
5.2.2 Main Business
5.2.3 Prospect
5.3 Shanghai Oriental Pearl ( Group ) Co., Ltd
5.3.1 Company Profile
5.3.2 Operations
5.3.3 Financial Results
5.4 Shanxi Broadcast & TV Network Intermediary Co., Ltd
5.4.1 Businesses
5.4.2 Network Coverage
5.4.3 Price Standard
5.5 Hunan TV & Broadcast Intermediary Co., Ltd
5.5.1 Company Profile
5.5.2 Businesses
5.5.3 Operations
5.5.4 Development History and Strategies 
5.6 CITIC Guoan Information Industry Co., Ltd
5.6.1 Company Profile
5.6.2 Businesses
5.7 Shenzhen Topway Video Communication Co., Ltd
5.7.1 Company Profile
5.7.2 Businesses

6. Development Trend of China's DTV Industry 
6.1 Forecast of DTV Subscribers
6.2 Tendency of Separation between STB and Card
6.3 Prospect of Two-way Interactive STB
6.4 Prospect of Integrated DTV
6.5 Development Trend of DTV Operation
6.5.1 Market Orientation Will Replace Government Orientation 
6.5.2 Private TV Operators Will Play An Important Role in the Market 
6.5.3 Regional Broadcast Center Will Established Very Soon 
Total Revenue of China’s Broadcast TV, 2004-2008
China's Number of Cable TV Subscribers, 2004-2008
China TV Users’ Comprehensive Coverage, 2004-2008
Merits of DTV
Comparison Between HDTV and SDTV
Four Development Stages of China Cable TV
Ads Revenue Proportion to Total Revenue of China Cable TV
Cable Channel Grouping And Price Control in Countries 
Key Cable TV Network Operators and Subscribers in China 
Development Course of Satellite TV in China
China's Digital TV Development Planning and Construction Policies 
Related Policies Concerning Digital TV Technology
Related Policies Concerning Digital TV Operation
Related Policies Concerning Digital TV Investment 
Industrial Chain of Digital TV Operation
DTV Operation Flow
Analogy between Industrial Chain of Digital TV Operation and Telecom Value-added Industry
China’s Number of Cable Digital TV Subscribers and Its Growth Rate, 2004-2008
Digitization Rate of China’s Cable TV, 2004-2008
Number of Cable Digital TV Subscribers by Province (by the end of May 2008)
Digitization Rate of Cable TV by Province (by the end of May 2008)
Classification of China’s Cable Digital TV Business
Charges of Cable Digital TV in Part of Regions in China (by early Jun 2009)
Comparison of Key Three Modes of Cable Digital TV
China’s Development Plan on Terrestrial Digital TV, 2008-2010
Targeted Users of Mobile TV Users 
Bus Taking Situation in Key Cities 
Quantity of Bus Mobile TV Terminals in China, 2006-2008
Provincial CMMB Operators in China
Forecast of Mobile TV Subscribers in China, 2011E
Development Course of China Satellites TV
IPTV Subscribers and Growth Rate in China, 2005-2008
Partial Relevant Institutions of IPTV Industrial Chain in China
IPTV Operators in China
Total Revenue and Revenue from Digital TV Business of Comcast, 2007-2008
Quaterly Revenue of Comcast from Digital TV Business, 2006-2008 
Clients of Comcast, 2007-2008
Digital TV Subscribers and Penertartion Rate of Comcast, 2006-2008 
Business Development and Clients’s Growth of SKY Businesses
Net Increment of SKY’s Clients, 2006-2009
ARPU of SKY, 2004-2009
Total Revenue of SKY, 2007-2008
Operating Profit of SKY, 2006-2008 
Operating Profit Margin of SKY, 2007-2008
Total Profit and Net Profit of SKY Perfect, 2008-2012E
Changes in SKY Perfect’s Subscribers, May 2009 
Revenue of SKY Perfect by Business 
Subscriber Quantity Proportion of SKY Perfect by Business by the End of May 2009 
Subscribers’Growth of SKY Perfectby Business, 2008-2009
ARPU of SKY Perfect, 2007-2008
Cost on Winning One Subscriber of SKY Perfect, 2007-2008 
Property Rights and Control Relationship among Actual Controllers of Gehua CATV Network 
Development Course of Beijing Gehua CATV Network Co., Ltd
Operating Revenue of Beijing Gehua CATV Network Co., Ltd 2006-2008
Operating Revenue of Beijing Gehua CATV Network Co., Ltd 2006-2008 in Beijing 
Registered Subscribers of Beijing Gehua CATV Network Co., Ltd 2006-2008
Digital TV Subscribers of Beijing Gehua CATV Network Co., Ltd 2007-2008
Solvency of Beijing Gehua CATV Network Co., Ltd
Profitability of Beijing Gehua CATV Network Co., Ltd
Operation Ability of Beijing Gehua CATV Network Co., Ltd
Interactive TV Equipment and Pricing Standard by Function
Operating Revenue of Shanghai Oriental Pearl (Group) Co., Ltd 2007-2009
Revenue of Shanghai Oriental Pearl (Group) Co., Ltd 2008 by Sector
New Media Service Platform Operation of Shanghai Oriental Pearl (Group) Co., Ltd
Solvency of Shanghai Oriental Pearl (Group) Co., Ltd 2007-2009
Profitability of Shanghai Oriental Pearl (Group) Co., Ltd 2007-2009
Operation Ability of Shanghai Oriental Pearl (Group) Co., Ltd 2007-2009
Revenue of Shanxi Broadcast & TV Network Intermediary Co., Ltd 2008 by Business
Revenue of Shanxi Broadcast & TV Network Intermediary Co., Ltd 2008 by Region
Main Business Revenue and Net Profit of Shanxi Broadcast & TV Network Intermediary Co., Ltd 2005-2008
Revenue Proportion of Hunan TV & Broadcast Intermediary Co., Ltd 2008 by Business 
Revenue Proportion of Hunan TV & Broadcast Intermediary Co., Ltd 2008 by Region
Main Business Revenue and Net Profit of Hunan TV & Broadcast Intermediary Co., 2005-2008
Development Course of Hunan TV & Broadcast Intermediary Co., Ltd
Development Strategy of Hunan TV & Broadcast Intermediary Co., Ltd
Main Business Revenue and Net Profit of Shenzhen Topway Video Communication Co., Ltd 2005-2008
Sales Gross Profit Margin of Shenzhen Topway Video Communication Co., Ltd 2005-2008
China’s Number of Digital TV Subscribers, 2007-2010E

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