Digital TV is an information service platform where digital signals are adopted from the TV programs, signal emission and transmission to TV sets. With information capacity four to fivefold that of ordinary TV and horizon definition three-odd-fold that of ordinary analog TV, Digital TV not only supports the future Scanning Standard signal, but also supports certain horizontal scanning signal of cable TV, AV, DVD, Progressive DVD, computer, digital camera and digital video camera ,etc.

Globally, from the satellite digital TV started in 1994 to the Digital Television Terrestrial Broadcasting started at the end of 1998, digital TV has started up completely. By the end of 2005, there have been 170 million consumers of digital TV worldwide, increasing by about 40 million consumers compared to 2004. UK has the highest pervasion ratio of digital TV all over the world at 70%, followed by USA with a pervasion ratio of 55%;While in Japan 50% and in Europe about 30% ; globally a little more than 16% on an average.

Pervasion Ratio of Digital TV in Some Countries, 2005

Source: ResearchinChina

It is obvious that the digital TV pervasion ratio in China is much lower than that of the globally average level, even a bigger gap between UK and USA respectively. Reasons for this are various, including policy, fund and the lack of content, etc.

China's cable TV (CATV) industry has a history of 30 years up to 2006 and through years of development, CATV is now the largest cable TV network throughout the world and becomes one of the most important components in China's radio TV industry. Currently, China's digital TV is mainly cable digital TV relying upon the CATV network.

Digital mobile TV realizes the broadcasting and receiving of digital programs through radio digital signal emission and ground digital receiver, taking buses, taxis, subways, light rails, business cars and personal cars, etc as its carriers. In a sense, mobile TV has become the best information channel of some citizens.

China started to transmit CCTV programs nationwide with communication satellites in 1985. For the past 21 years, China has made a great progress in satellite broadcasting & TV technology. The adoption of satellite digital compression technology elevates the signal quality of TV programs from CCTV or provincial broadcast TV stations and expands the population coverage of broadcast and TV. Thanks for the satellite television 1,226 million Chinese are covered in 2005, with a coverage ratio of 95.81%, much higher than 68.3% in 1985. Yet due to a certain policy factor, live broadcast of digital TV in China is still being restricted to some extent. Anyway, nothing can hinder its development trend in the long term.

Though compared with developed countries, China is lagged far behind in the field of digital TV, yet it made rapid progress in 2005; altogether 4.13 million Chinese subscribed digital TV, increasing by over twofold compared to the previous year. Among them, 3.97million were digital cable digital TV subscribers. 

China's Subscribers of Cable Digital TV and Digital Pay TV, 2004£­2005

 
Source: SARFT of PRC

Also, problems can be found in China's DTV industry: backward standard, difficulties in network consolidation, deficient terminal, immature market, serious shortage of content, deep-rooted receiving habit, want of price system, immature core technology, incomplete DTV industrial chain, need of further probe in business modes and systems. All these factors severely restrict the development of the DTV industry in China.

It can be seen from the development trend that DTV is bound to substitute for analog TV,. However, as to digital pay TV, China is still exploring a suitable operation mode and there is still a long period of time before its maturity. SARFT (The State Administration of Radio Film and Television) of P.R.C. is always vigorously popularizing DTV in China. The Chinese government, along with channel suppliers, channel integrators and cable network operators is zealous about the popularization of DTV, offering a fairly good and unique circumstance for the development of digital pay TV. With the rise of DTV, China has established relevant policies to gradually eliminate analog TV and enter the era of DTV. China has planned to stop the transmission of analog TV programs nationwide by 2015. Meanwhile, as the wide spread of DTV, there will be some new trends in operation modes. Thereupon, we can say that DTV will have a bright future in China.

2.Background of China's TV Industry
2.1 General Situation of China's TV Market
2.1.1 Overview
2.1.2 Development of CATV in China
2.1.3 Development of Satellite TV in China
2.1.4 Three Abnormal Phenomena in China's TV Industrial Development
2.1.5 Three Main Trends of China's TV Market 
2.2 Current Business Operation Modes of China's TV Industry
2.2.1 Analog TV
2.2.2 Digital TV
2.2.3 Free TV
2.2.4 Pay TV

3. China's Guiding Policies for DTV Development 
3.1 Development Programming of DTV in China
3.1.1 The Tenth Five-Year Plan and Perspective Plan of Radio, Film and TV Technology in 2010
3.1.2 A Time Table for the Transition to Cabled TV Digitalization
3.2 Policies on Technologies and Their Influences
3.2.1 Directive Opinion on Digital CATV Channel Scheme
3.2.2 Access Network Technological Requirements and Evaluation Techniques of the Condition Access 
System (CAS) of Digital CATV
3.2.3 Implement Opinion on Building a New Technology System for Digital CATV
3.2.4 Directive Opinion on Reconstructing the Cable Digital TV Network
3.2.5 Directive Opinion on Constructing Cable Digital TV Service Platform
3.2.6 Certain Opinions of SARFT on Promoting Integrated Conversion and Digitization of Cable Television 
by Experimental Units (Trial)
3.2.7 Summary of National Site Conferences in Digital CATV Experimental Units
3.3 Policies on Operation and their Influences
3.3.1 Summary of Symposium Regarding Operation of Digital Cable Pay Television Channels 
3.3.2 Provisional Administrative Measures Regarding Operation of Digital Cable Pay Television Channels (Trial)
3.3.3 Circular of SARFT on Collecting Operation Taxes of Cable Digital Pay Channels of Radio TV
3.3.4 Opinions on Promoting the Industrialization of the Operation of Digital Cable Pay Television Channels
3.3.5 Provisional Administrative Measures Regarding CATV Basic License Maintenance Fee
3.3.6 Circular of SARFT on Reinforcing the Administration of Application and Broadcasting in the Operation of 
Radio TV Cable Digital Channels
3.4 Policies on Investment and related Influences
3.5 Relevant Standards of DTV

4 Operation Mode of Digital Cable TV
4.1 Operation Mode of Digital Cable TV
4.1.1 DTV Industrial Chain 
4.1.2 Main Operators
4.1.3 Content of Channels
4.1.4 Analysis of DTV Operation
4.1.5 Pricing Strategies
4.1.6 Popularization Mode
4.1.7 Current DTV Operations in China
4.2 Operation Mode of Digital Terrestrial TV
4.2.1 Building TV
4.2.2 Mobile TV
4.3 Operation Mode of Digital Satellite TV
4.3.1 Operation Mode of Digital Satellite TV
4.3.2 New Business Brought by Digital Satellite TV
4.4 Operation Mode of IPTV
4.4.1 Introduction of IPTV
4.4.2 Main Operators
4.4.3 Profit Mode
4.4.4 Analysis of IPTV Operations

5. DTV Operators Abroad
5.1 Situation of DTV Operation Abroad 
5.2 Comcast: American DTV Operator
5.3 SKY: British DTV Operator
5.3 SKY Perfect: Japanese DTV Operator

6 DTV Operators in China
6.1 Beijing DTV
6.1.1 Operators and their Partners
6.1.2 Operation Mode
6.1.3 Development Course and Status Quo
6.1.4 Prospect
6.2 Shanghai DTV
6.2.1 Operators and their Partners
6.2.2 Operation Mode
6.2.3 Charging Standard
6.2.4 Development Course and Status Quo
6.2.5 Prospect
6.3 Qingdao DTV
6.3.1 Operators and their Partners
6.3.2 Operation Mode
6.3.3 Charging Standard
6.3.4 Development Course and Status Quo
6.3.5 Prospect
6.4 Foshan DTV
6.4.1 Operators and their Partners
6.4.2 Operation Mode
6.4.3 Charging Standard
6.4.4 Development Course and Status Quo
6.4.5 Prospect
6.5 Hangzhou DTV
6.5.1 Operators and their Partners
6.5.2 Operation Mode
6.5.3 Charging Standard
6.5.4 Development Course and Status Quo
6.5.5 Prospect
6.6 Taiyuan DTV
6.6.1 Operators and their Partners
6.6.2 Operation Mode
6.6.3 Charging Standard
6.6.4 Development Course and Status Quo
6.6.5 Prospect
6.7 Suzhou DTV
6.7.1 Operators and their Partners
6.7.2 Operation Mode
6.7.3 Charging Standard
6.7.4 Development Course and Status Quo
6.7.5 Prospect

7. Developmental Trends of China's DTV Industry and Conclusions
7.1 Main Influential Factors of China's DTV Industry
7.1.1 Advantages
7.2 Disadvantages
7.3 Developmental Trends of China's DTV Industry
7.3.1 Technology Developing Trends
7.3.2 Developing Trends of DTV Operation
7.3.3 Forecast of the Consumer Market Scale
7.4 Investment Opportunities in DTV Industry