Satellite TV in China: Potential US$4 Billion Receiving Device Market by 2012
In-Stat/MDR, January 2009, Pages: 19
On June 9, 2008, the Zhongxing-9 broadcasting satellite was launched from the Xichang Satellite Launch Center in southwestern China. The satellite was used for live television broadcasts prior to the Beijing Olympic Games.
The Zhongxing-9 satellite uses China's home-grown broadcasting standard, ABS-S, and broadcasts 48 standard-definition and high-definition channels to those areas of central and western China that cable TV cannot reach.
As of now, there are over 100 million cable TV subscribers in China. Almost 30 million of these received cable via the State Administration of Radio, Film, and Television (SARFT) policy of whole system shift; however, there remain about 200 million households with a TV set but no cable connection; these currently receive TV signals via analog terrestrial transmission or illegal satellite STB and antennae; as such, the launch of Zhongxing-9 should generate a huge market for satellite receiving systems and their related chipsets.
Executive Summary
Definitions
Huge Potential for Satellite TV
China’s Potential Market
Government Promoting Home-Grown Satellite TV Technology
Standard, ABS-S
Regulation 129 to be Revised
Value Chain and Main Players
Exclusive Satellite Operators
Content Integrators, Traditional TV Integrators
Ground Operators Still to be Established
STB Manufacturers
STB Chip Suppliers
Availink
NationalChip
Goke Technologies
Business Model Evolution
Market Drivers and Barriers
Market Drivers
Strong Demand From Consumers
Low Cost for Satellite TV
Cable TV/IPTV Growth Slow
Market Barriers
Insufficient Sales and Service Channels
Business Model Still to be Established
Viewing Household and STB Shipment Forecasts
Methodology
Glossary
Related In-Stat Reports
List of Tables
Table 1. Satellite TV Viewing Household Forecast, 2008–2012 (Households in Millions)
Table 2. Satellite TV STB Shipment Forecast, 2008–2012 (Shipments in Millions)
List of Figures
Figure 1. Satellite TV Viewing Household Forecast, 2008–2012 (Households in Millions)
Figure 2. Zhongxing-9 Satellite Coverage in China
Figure 3. Value Chain of Satellite TV Industry
Figure 4. ABS-S STB by Coship
Figure 5. ABS-S STB by Yinhe
Figure 6. Diagram for Availink’s ABS-S Chipset
Figure 7. NationalChip Chipset
Figure 8. Goke Technologies Chipset
Figure 9. Cost Comparison Between Cable and Satellite (US$)
Figure 10. Satellite TV Viewing Household Forecast, 2008–2012 (Households in Millions)
Figure 11. Satellite TV STB Shipment Forecast, 2008–2012 (Shipments in Millions)
- Availink
- NationalChip
- Goke Technologies
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