China's digital TV market will reach 500 billion yuan in 2014

Digital TV accounts for more than half of the total and the layout has basically been completed. However, the imbalance in the existing layout shows a large number of business opportunities. In the next 10 years, the market value of the industrial chain driven by the rapid development of digital television is huge.

The "Decision of the Central Committee of the Communist Party of China on Deepening the Reform of the Cultural System to Promote the Development and Prosperity of Socialist Culture" adopted at the Sixth Plenary Session of the 17th CPC Central Committee pointed out: "The development of a modern communication system will enhance the radiation and influence of advanced socialist culture. It is necessary to speed up the construction of a modern communication system with advanced technology, rapid transmission, and extensive coverage. At the same time, “encourage powerful cultural enterprises to cross-regionally, cross-industry, and cross-ownership mergers and acquisitions to cultivate strategic investors in the cultural industry.”

At the same time, according to the triple play policy, we have found that the triple play path of the broadcast system will experience three important stages: the competitive preparation period from 2010 to 2011. In this stage, the driving forces of industry growth mainly come from the staking and running of cable TV users, that is, the development of the industry fully enjoys the user growth dividend brought about by the overall conversion of cable TV digitization; the competition buffer period from 2012 to 2015, “whole network "The driving force of the stage comes from the in-depth operation of users, especially the full exploitation of the living room culture and living room entertainment; the competition opening period after 2016. The driving force of the "three-network" phase comes from the improvement of the overall business operations and the integration of industrial chains. In 2012, it was at the stage of the strategic stage of triple play and began to prepare for market development.

From 2003 to 2014, the scale of China's digital TV market will expand from 40 billion yuan to 500 billion yuan. In 2011, the scale of China's entire digital television industry is expected to exceed trillion yuan, and the market potential is immeasurable. In the next 10 years, digital TV in China will surely develop rapidly. The market value of the industry chain driven by this will be even greater.

The development of China's industries is inseparable from the policy support. On November 1, 2011, as a supporting standard of the “National Standard for Terrestrial Digital Television”, the “General Specification for Terrestrial Digital Television Receivers (Devices)” was formally implemented, and its production and sales in China. All digital televisions must have digital terrestrial television reception. This is definitely good news for many IC companies and the HD industry.

On the other hand, the popularity of digital television for users is also very high. According to Noda Consulting's survey, 98% of users reveal that they want to use instant messaging products based on TV terminals. Among them, 76% of users said they would definitely use instant messaging products based on TV terminals, and 22% said they are not sure to use TV-based terminals. For instant messaging products, only 2% of users said they would definitely not use instant messaging products. Because the user's preference for instant messaging terminals at home is second only to computers, but higher than mobile phones. The popularity of television is much higher than that of mobile phones and computers. It is feasible to develop an instant messaging tool based on TV terminals under triple play conditions.

In addition, the future potential cannot be overlooked. There are 408 million TV users in China, so far there are 275 million cable TV users and 13.5 million live broadcast satellite village users. In addition to these users, nearly 200 million users rely on terrestrial TV to watch TV programs. Therefore, the potential market space in the future is still very large, which will fully break out after the triple play.

Although the development of television digitization has begun to take shape, its geographic distribution is very uneven. From the absolute point of view, digital TV users in some provinces have reached a “ten million” level. The number of cable digital TV users in Zhejiang, Guangdong, and Jiangsu provinces exceeds 10 million, accounting for about 27% of the total market share of digital cable TV in China.

From the perspective of digitization, it is another scene. The provinces with slower development of cable television have achieved a one-step approach. Digitalization rates in Qinghai, Xinjiang, Ningxia, Inner Mongolia, and Guizhou provinces all exceed 70%, and digitization rates in Qinghai Province. Up to 96%.

According to the total amount and the digital development mode, Sichuan, Henan and Jiangxi have the greatest potential. First of all, these regions have a huge cable TV subscriber base, and secondly, their digitalization level does not exceed 30%, and the market potential for cable-to-digital is huge; Shandong, Jiangsu, Guangdong, Zhejiang, and Hubei, etc. The development space can be tapped, and its potential is mainly reflected in the digitized conversion of the remaining cable television; while the slow development of cable television in Qinghai, Xinjiang, Inner Mongolia and other places due to one-step development approach coupled with its rapid economic development in recent years, television data The layout is even better than in developed regions. Apart from the above three types of areas, the development of the remaining areas appears to be slightly underpowered, cable television is still developing, and the digital awareness is not strong, so it is not classified as a potential area.