Digital TV: Policy-driven, cable, terrestrial, satellite three arrows
Driven by a series of favorable policies, China's digital TV industry continued to flourish in 2009. In February of this year, the State Council reviewed and approved in principle the "Electronic Information Industry Adjustment and Revitalization Plan", which clearly included the promotion of digital TV into the six major national implementation projects. Since then, the National Development and Reform Commission and the State Administration of Radio, Film and Television have successively issued policies and measures for organizing and implementing the digital TV industrialization, accelerating the development of broadcast and TV cable networks, promoting the development of high-definition TV, and implementing live star encryption, which has effectively promoted the development of China's digital TV industry. .
Wired HD drives the terminal industry
In early August, the State Administration of Radio, Film and Television issued a notice on "Several Opinions on Accelerating the Development of Radio and Television Cable Networks" ("Notice"), which made a series of deployments for the development of cable digital TV.
In terms of the overall conversion of cable TV digitalization, the State Administration of Radio, Film and Television has formulated a timetable: by 2010, municipalities and cities above the prefecture level in the eastern and central regions will realize the digitalization of cable TV. The county-level cities in the eastern and central regions and most counties in the western region The cities above the level should basically complete the digitalization of cable TV; by 2015, all cities above the county level must basically complete the digitalization of cable TV.
Gran research data shows that as of the end of October 2009, China's cable digital TV users reached 61.276 million, and the degree of cable digitalization has reached 37.50%.
Simultaneously with the overall conversion of digitalization, there is also network integration. The "Notice" requires provincial radio and television departments to organize and formulate practical and feasible integration plans, clarify the integration roadmap and timetable, and ensure that all provinces (autonomous regions and municipalities) have basically completed integration before the end of 2010. Lay the foundation for development.
Wang Xiaojie, director of the Science and Technology Department of the State Administration of Radio, Film and Television, told reporters that more than one-third of the provinces (autonomous regions and municipalities) have completed the integration within the province, but the work of promoting the integration of the cable network cannot be relaxed.
If the overall digital conversion and network integration have been steadily advancing, then the development of high-definition television can be called a major highlight of the cable TV industry this year. On August 10, the State Administration of Radio, Film and Television issued the "Notice on Promoting the Development of HDTV". 9 channels including Beijing Satellite TV, Shenzhen Satellite TV and Hunan Satellite TV achieved high-definition broadcast on September 28. Many users broadcast on October 1. Received a high-definition National Day military parade through the cable network.
Free is the principle established by the State Administration of Radio, Film and Television in the early stages of the development of high-definition television. According to the requirements, the first batch of high-definition channels to be broadcasted by the cable digital network at the end of September shall not be charged to users, nor shall they be charged extra; high-definition channels broadcast on the ground shall not be encrypted, nor shall operators be charged.
However, if users want to watch high-definition channels, they need to have three conditions: one is that the cable network where they are located must be digitally transformed, or the local digital terrestrial television has been broadcast and the high-definition signal has been transmitted and re-transmitted; High-definition televisions with standard resolution; third, high-definition set-top boxes that meet national standards.
The requirements for high-definition set-top boxes have brought new market opportunities for set-top box manufacturers. At present, Changhong, Panoramic, Skyworth, Tongzhou and many other companies are vigorously promoting two-way interactive high-definition set-top boxes, especially wired high-definition set-top boxes. Gran Research predicts that the number of high-definition set-top boxes will increase by about 2 million units in 2010.
The growth of the HD set-top box market has also brought a new problem: on the one hand, the HD set-top box market is expanding, on the other hand, the formulation and introduction of relevant technical standards that regulate production and testing are relatively lagging, which is not conducive to product specifications and the healthy development of the market .
On November 4, the State Administration of Radio, Film and Television issued the "Technical Requirements and Measurement Methods for High-Definition Cable Digital TV Set-Top Boxes" and established it as the recommended industry standard for China's radio, film and television, and solved the problem of high-definition set-top box production and testing. According to the state.
Qin Long, deputy director of the Cable Institute of the State Administration of Radio, Film and Television, told reporters that the high-definition digital set-top box standard is the basis for the production and selection of high-definition receivers, and will provide technical support for the network detection and acceptance of high-definition digital TV set-top boxes.
The increase in free high-definition programs has brought benefits to TV companies. According to statistics from market research agency iSuppli, China â€™s all-in-one sales in 2008 were around 160,000 units. With the launch of more high-definition channels and the gradual improvement of broadcast and television networks, the all-in-one market will reach 4.02 million units by 2012. "High-definition TV is an important part of digital TV. Vigorous development of high-definition TV will greatly promote the development of the terminal industry, thereby promoting the development of the national electronics industry." Wang Xiaojie said.
Financial support for ground coverage and technology research and development
In 2009, terrestrial digital TV ushered in a new development opportunity. In terms of signal coverage, the government allocated 2.5 billion yuan in financial funds and plans to complete the construction and coverage of the nation â€™s terrestrial digital TV system in 3-5 years. In terms of content broadcasting, the realization of 9 channels of high-definition and high-definition simultaneous broadcasting has greatly increased the source of terrestrial high-definition television programs.
According to the deployment of the State Administration of Radio, Film and Television, the construction and coverage of the national terrestrial digital TV system will be carried out in two stages: the first stage will broadcast high-definition programs of CCTV in 37 large and medium-sized cities, and the standard-definition channel programs will be broadcast; the second stage will be in 333 places Standard-level cities and 2861 counties broadcast standard-definition programs. This year, terrestrial digital TV will be launched in 100 cities in municipalities, provincial capitals, planned cities and some prefecture-level cities to achieve simultaneous broadcast of standard-definition television and analog TV. HD will also be broadcast in municipalities, provincial capitals and planned cities. TV show.
In addition to financial support for network coverage, terrestrial digital TV technology research and development and industrialization promotion also received financial support. At the end of May, the National Development and Reform Commission issued the "Notice of the General Office of the National Development and Reform Commission on Organizing and Implementing the Special Project on Digital TV Research and Development and Industrialization in 2009", which made directional guidance and planning for the development of digital TV in 2009, and plans to be part of the project Provide investment subsidies of not less than 5 million yuan.
According to the notice of the National Development and Reform Commission, the special implementation goal is to promote the construction of large-scale terrestrial digital TV networks, drive the comprehensive upgrade and transformation of China's television industry, and lay a solid foundation for the transformation of analog and digital broadcasting and television in 2015. The state will study and formulate supporting standards for digital TV terrestrial broadcast transmission standards, build a demonstration network for terrestrial digital TV single-frequency network applications, support AVS (China's audio and video codec standards with independent intellectual property rights) and DRA (China's audio with independent intellectual property rights) Standard) digital TV receivers and other projects provide financial subsidies of more than 5 million yuan each.
Research on supporting standards for digital TV terrestrial broadcast transmission standards, construction of a terrestrial digital TV single-frequency network application demonstration network, research and development and industrialization of key products (all-in-ones, single-frequency network broadcast systems, etc.) became the research and development and industrialization of terrestrial digital TV in 2009 the key of.
In terms of signal coverage and research and development of key technologies, terrestrial digital TV has received financial support. However, in the actual promotion process, it still faces many difficulties. The reporter learned that the financial funds are mainly used to support the coverage of wireless signals and the research and development of key technologies, but there is no support for specific operations in various regions. Since the State Administration of Radio, Film and Television has positioned terrestrial digital TV as a public service project, in the absence of certain business opportunities, the operating entities in various regions are not very enthusiastic about promoting terrestrial digital TV.
Jiang Wenbo, president of the State Administration of Radio, Film and Television, told the China Electronics News reporter that the promotion of terrestrial digital TV should explore the establishment of a good operating model, and only then can this work be done well.
Under the background of the "Electronic Information Industry Adjustment and Revitalization Plan", the Ministry of Industry and Information Technology encourages the construction of demonstration projects for terrestrial digital TV systems based on the national digital TV standard and independent audio and video standards, especially encouraging the AVS standard to be implemented on the ground Play an active role in the promotion of digital TV. AVS is China's audio and video codec technology with independent intellectual property rights. Using AVS to replace MPEG-2 can greatly increase the number of TV programs transmitted. At present, many cities such as Shanghai, Taiyuan, Hangzhou, etc. have adopted the "Ground National Standard + AVS" dual national standard to vigorously develop terrestrial digital TV. In addition, the standard ground receiving function of the whole machine is also increasingly on the agenda. Xia Pingjian, president of Shanghai HD, said in an interview with reporters that the terrestrial reception function is the basic function of TV, and any other additional functions and value-added services must be built on this basic function. The state should introduce relevant measures as soon as possible, clearly stating that the complete machine must be equipped with a terrestrial digital TV demodulation chip as standard. The reporter learned that the policy measures for the standard ground demodulation chip of the whole machine may be officially implemented next year.
Satellite bidding market has exceeded 10 million units
Benefiting from the policy bidding, the live broadcast industry received significant benefits in 2009. Since the live broadcast star mainly served the radio and television village-to-village project in China at the early stage of development, the village-to-village project is crucial to the current live star industry.
So far, the broadcast and television satellite TV receiving equipment of the village and village has passed two biddings. The total bidding amount is more than 4 billion yuan, of which the first-stage bidding amount is 1.3 billion yuan and the second-stage bidding amount is 3 billion yuan. From the perspective of the total amount of bidding equipment, after two rounds of bidding, the total number of live star set-top boxes market exceeded 10 million units.
The reporter learned that there were only 7 successful bidders in the first phase of bidding, including Sichuan Changhong, Sichuan Kyushu, Fujian Shenzhou, Qingdao Hisense, Shanghai Broadcasting and Television, Tongzhou Electronics, and Qingdao Haier. The total number of set-top box bids was 3.66 million. The number of successful bidders in the second phase of the tender increased to 15, and the number of set-top box tenders also increased to 8.65 million units.
Due to major policy adjustments, the set-top boxes in the second phase of bidding are very different from the set-top boxes in the first phase of bidding. Wang Xiaojie told reporters that since March this year, there have been unauthorized live broadcast satellite reception facilities in the society. These facilities cannot guarantee the quality and damage the interests of the people. The disorderly development and spread of these facilities have seriously affected the smooth implementation of the village-to-city project, and also destroyed the pattern of coordinated development of various means of broadcasting and television, which is not conducive to the healthy development of the direct broadcast satellite industry.
In order to curb the development of the live broadcast STB underground market, the State Administration of Radio, Film and Television adjusted the live broadcast transmission and broadcast technology in 2009. The main measures are to change the live broadcast transmission mode to a secure mode and to change the clear broadcast to encrypted broadcast.
On July 19, 2009, the State Administration of Radio, Film and Television convened 24 manufacturers with the "Certificate of Access to the Set-top Box for Live Broadcast Satellite Village Communication" for discussion. At the meeting, the State Administration of Radio, Film and Television decided to increase the conditional access function on the live broadcast satellite village technology platform.
After the adjustment of the technical plan, the 1.36 million households in the first phase can continue to receive the original programs for free. In the future, newly developed live star users will receive programs using new transmission technologies and encryption management. The set-top boxes in the second phase of bidding are all products managed by encryption.
The channel demodulation chip of the second-phase winning product was provided by three companies, Beijing Haier, Hangzhou Guoxin and Hunan Guoke. In an interview with reporters, Qiu Hongyuan, an analyst at Noda Consulting, said that commercial operations will face resistance from cable operators. After all, Livestream Star will eat into the cable market after commercial operations. If the live broadcast business operation is not aimed at the urban market, but at the village users, then it will face a new problem: the economic capabilities of the village users are limited, and the market potential for commercial operations is not great.
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