China Digital Television Report (Volume 1 and 2)

Author: Huang Shengmin, Wang Lanzhu, Luo Guisheng (Editor-in-Chief)
Publisher:
Publish Date: 2004-05-01
Features: China's first authoritative empirical comprehensive research report on digital television, providing a comprehensive deconstruction of the digital television market. Data from internationally authoritative television media market research institutions. Fresh! Authoritative! Detailed! Comprehensive! Systematic! Rigorous! Exclusive! Unraveling the structure of China's digital television market; cutting into the pulse of China's digital television; observing the business opportunities in China's digital television market! In 2003, the State Administration of Radio, Film and Television announced it as the "Digital Year," making digital television a hot topic of market attention. The China Digital Television Report comprehensively analyzes the current market status, progress, and development trends of digital television in our country. The research shows that nearly 75% of the surveyed residents are potential users willing to pay for digital television services, with 12.5% of the surveyed potential users being daring adopters of digital television services, and 70% being followers. Urban residents' potential users show a relatively positive attitude toward paying for entertainment services, with professional entertainment channels being the primary 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 lower proportion of users willing to pay, 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 television. However, potential users with different needs are willing to pay varying amounts for digital television, among which 15.2% are willing to pay more than 30 yuan/month. 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 field of digital television professional channels.