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Viewing report
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China TV Industry 2005
Analysys International, Oct 2005, Pages: 12
Our Findings
The government has and continues to actively improve the reform of its enterprises and institutions. Cultural reform has become the key issue of the TV industry in 2005.
The technology revolution has induced industrial transformations.
The main hindrances for TV series investments are an immature market, undeveloped production operations and policy factors.
Local satellite TV stations occupy the regional markets
The urban network construction expenses have increased from between 300,000 to 500,000 RMB to 1,000,000 RMB since 2005. We believe that most provincial satellite TV stations will reconsider their investment and output and most of them will choose to focus on local markets. The “countrywide-regional-local channel” mode of operation will become increasingly obvious. Several large TV stations will monopolize the countrywide channels.
The Animation industry chain has been preliminarily shaped.
In 2004, the global production value of gaming, animation and derivative products reached over $500 billion. The animation industry has become the biggest industry in the UK and the second biggest in Japan. The production value of the Chinese animation industry recorded over RMB 30 billion in 2004, RMB 70 billion in 2005 and is projected to reach RMB 300 billion in 2009.
The author believes that an environment conducive to the development of the Chinese animation industry has been securely formed; and that since the industry chain is becoming increasingly mature, the industry will start developing rapidly after several years of adjustment. An upsurge in Chinese animation investment, which is represented by substantial private capital in Jiangsu and Zhejiang provinces, has caused Hangzhou (capital of Zhejiang province) to become a significant animation base in China. Animation manufacturers such as Hengdian Group and SNDA will become the first Chinese animation manufacturers with international competitiveness. The continued development of the animation industry will bring about a profound impact on TV program markets. China-made animation programs will reach 70% of the overall Chinese TV animation market by the year 2009.
Satellite-based live TV broadcasting is in rapid development.
The satellite-based live TV broadcast will enter the market promotion stage in 2006 after three years of preparation. By then the satellite-based live broadcast may well meet the demands of high-end TV audiences. The satellite-based live TV broadcast market will obtain five percent market share in 2009. The satellite-based live TV broadcast has advantages in terms of technology and content, such as the number of channels and service modalities. The high resolution and interaction of digital TVs are satellite-based televisions specific advantages and they have become profound development trends in the TV industry.
Content providers face various opportunities.
Private content providers expect to acquire development space by exploring new promotion channels. Order No. 41 has increased the opportunities for private content TV providers to receive foreign capitals. With the trend of programming-and-broadcasting separation, private TV program producers will obtain more development opportunities. However, channel resources are still unavailable to private and foreign capitals.
TV advertisement market share declines.
The TV advertisement value will reach RMB 44 billion in 2005 after a long period of rise, with its market share dropping to 20% and a growth rate of 4.5%. In the long term, Order No. 17s influence will gradually become obvious. The long-term development of the TV advertising market depends on the media environment after the industry structure adjustment. We forecast that the TV advertising market will maintain a share of 30% in 2009.
Transformation of the production and broadcast models will change the present three-level TV station establishment mode.
As the production and broadcast separation trend becomes increasingly obvious, the production and management organizations outside the TV and broadcasting systems have become important components of TV production and publication. The production industry for Chinese TV programming has developed to a considerable scale and has become an important factor for the promotion of TV industry development.
The Urban mobile digital TV market is developing rapidly.
It is forecasted that the Chinese digital TV market shipment will increase from 4.8 million units in 2004 to 23 million units in 2009, with a compound annual growth rate (CAGR) of 37%. The Chinese digital TV markets penetration rate will dramatically increase in several years and will reach 28% in 2009 according to this forecast.
We believe that the resulting trends in digital TV market promotion will include price decline, resolution improvement, the popularization of digital TV content, and continuous production transfer to China by foreign manufacturers. Urban mobile digital TV investment is being rapidly promoted and the individual mobile digital TV market has promising future development.
Our Suggestions
Suggestions for Chinese TV Stations
Strengthening IT strategies, focusing on media resource administrations and the informationization of TV stations.
Separating leased–out assets, looking for strategic cooperators and building up media companies with high competitiveness.
Hatching professional channels and preparing for future development.
Suggestions for Chinese Private TV Stations
The trend of production and broadcast separation is becoming increasingly apparent. Therefore, private TV companies need to seek out publication channels when producing high-quality TV programs.
Authorizing the publication rights to professional TV program publishers, and decreasing investment risks through cooperation.
The program individuation represents the leisure industrys development trend.
Suggestions for Media Investment Organizations
Similar to the global TV industry, competition in the Chinese TV industry is fierce. Several strong media enterprises are the only ones who actually profit.
The market segments for television medias, such as mobile TVs and large size LCD screens, obtain certain investment potential. However, these medias require detailed market analysis and effective promotion plans, and it is necessary to prevent economic bubbles.
TV corporations with effective broadcasting channels have high investment potential.
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