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China Media & Entertainment - Part I: Television
China eCapital Corporation, Jan 2004, Pages: 88
This 88-page report, published in English contains a comprehensive analyses on the landscape of the Chinese television industry, providing a detailed interpretation of the latest policy shift reflected in a SARFT circular issued on December 30, 2003. There are 24 companies covered in this report, including:
-Phoenix Satellite TV
-TVB
-Sun Media
-Time Warner
-Viacom
-News Corporation
-Walt Disney
Major Themes of this report:
-We estimate that the total TV advertising market in China grew 20% in 2003 to reach $3.3 billion at the end of 2003 while total cable subscription market grew 24% to reach $2.2 billion. We project TV advertising revenue to grow another 22-25% in 2004. This would put China ahead of all other major countries in television market growth.
-While ownership of broadcasters remains largely off-limits to investors, according to a recent SARFT circular, joint ventures can be set up to operate TV channels. The separation of ownership and commercial operation of TV channels makes it possible for outsiders to participate in the broadcasting sector. We are seeing an increasing number of private Chinese companies acquiring de facto control of selected TV channels in China.
-We also expect the programming sector to further open up. Under the new SARFT policy guidelines, qualified foreign companies will be allowed to own a minority stake in programming joint ventures with state-owned Chinese partners. We expect that restrictions on partners’ background and ownership percentage will be eased in the foreseeable future.
-The ongoing roll-out of digital channels will give rise to demand for quality content, creating significant opportunities for both Chinese and foreign content providers. Content will be the king in China as well.
-The future landscape of the industry will likely be shaped by three forces: CCTV, dynamic provincial and overseas broadcasters (particularly SMG, Hunan TV and Phoenix), and leading private programming companies that have successfully ventured into broadcasting. be further liberalized in the near future, creating significant opportunities for global heavyweights such as Viacom and News Corporation.
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