China Digital Television Report, Up and Down

Author: Huang Shengmin, Wang Lanzhu, Luo Guisheng (Editor-in-Chief)
Publisher:
Publish Date: 2004-05-01
Features: China's first authoritative empirical digital TV comprehensive research report, providing a comprehensive analysis of the digital TV market. Data from international authoritative television media market research institutions. Fresh! Authoritative! Detailed! Comprehensive! Systematic! Rigorous! Exclusive! Unraveling the structure of China's digital TV market; cutting into the pulse of China's digital TV; observing the business opportunities in China's digital TV market! In 2003, the State Administration of Radio, Film and Television declared it the "Digital Year," and digital TV became a hot topic in the market. The "China Digital TV Report" comprehensively analyzes the current market status, progress, and development trends of digital TV in our country. The research shows that among the surveyed residents, nearly 75% of potential users are willing to pay for digital TV services, and 12.5% of the surveyed potential users are daring to try digital TV services, while 70% are followers. Urban residents' potential users have a relatively positive attitude toward paying for entertainment services, with professional entertainment channels being the key choice and showing a trend of professional segmentation. Traditional Chinese opera is favored, while personalized professional content such as news, services, education, knowledge, and appreciation will be important reasons to attract users to pay. Although some professional channels have a low proportion of willing payers, the amount they are willing to pay is not low. Among the surveyed urban residents, 73.8% of potential users are willing to pay less than 20 yuan/month for digital TV. However, potential users with different needs are willing to pay different amounts for digital TV, among which 15.2% are willing to pay more than 30 yuan/month for digital TV. The survey shows that among the professional channels planned to be launched in the next 5 years, entertainment and news channels have the highest launch possibility. Among the top 20 channels with the highest launch possibility, 10 are entertainment channels. Some professional channels closely related to daily life or highly valued have formed new highlights in the digital TV professional channel landscape.