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Satellite TV in China: Potential US$4 Billion Receiving Device Market by 2012

Published by: In-Stat

Published: Jan. 6, 2009 - 19 Pages


Table of Contents


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)

Abstract

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.

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