Abstract

  China broadcasting industry is in the process of overall digitalization. According to the statistic of R&TI Research, there were already 12 million cable DTV subscribers in China until the end of 2006. After the establishment of national standard, DTT will also be in the phase of experiment, and then will gradually develop. In direct broadcast satellite (DBS) field, although "inosat—2"is unable to work because of technical faults, the launching of "ChinaSat—9" in the latter half of 2007 will become the prologue of China DBS Industry.

As one of the advanced forms of DTV, HDTV has been developing in a fast pace in America and Europe. China HDTV had comprehensively started since 2006, and CCTV HDTV, Shanghai Media Group and Huacheng Film and Television Digital Program Co., Ltd of China Film Group Corporation all officially launched HDTV channels one after another. Although at the end of 2006, the marketing of HDTV channels was not very satisfied, along with the deepening of switchover of cable DTV in each region, the deploying of DTT and direct broadcasting business, and the boosting function of 2008 Beijing Olympic Games, China HDTV is sure to develop faster in the coming years.

The "2007 China HDTV Industry Report" makes a comprehensive analysis about the technique standard and status of the industry chain; gives a general introduction of global HDTV development; makes a full and accurate analysis about the development history、industry background、industry planning and relevant policies, and gives a description about the status of HDTV as well as market development based on first-hand research data. Additionally, based on a large quantity of research data obtained from first-hand subscribers' needs, this report analyzes and forecasts the development direction and trends of China HDTV as well as putting forward suggestions to all parties of the industry chain. The HDTV industry development will boost the transfer of content making in our country from analogue to digitalization,from SD to HD. Concerning network operators, HDTV provides new product forms for the construction of DTV profit mode. Meanwhile, the head end and termination equipment manufacturers will welcome a huge market opportunity, and there will also be great investment opportunities for investment institutions. 

As the first research report of China HDTV industry, this report makes a comprehensive and systematic analysis as well as doing research on the whole HDTV industry chain, therefore it poccesses high reference value to establishment institutions of HD channels,HD program making companies,CATV network operators,HD system providers, HDTV manufacturers、investment institutions and so on.

Table of content

Preface  -3-
Chapter 1 Definition and Industry Position of HDTV  -1-
1.1 Definition of HDTV  -1-
1.1.1 About SD and HD  -1-
1.1.2 Definition of National Working Group for DTV Receiving Equipment and Performance-related Standard Establishment  -2-
1.1.3 Definition of High Defenition Television Given by ITU  -2-
1.2 HDTV System Structure  -3-
1.3 HDTV is the Development Trends of Radio&TV  -3-
1.4 HDTV Development Background  -4-
1.5 HDTV Industry Position -5-

Chapter 2 HDTV Related Standards  -7-
2.1 Standard for HD Program Producing  -7-
2.1.1 Introduction of HD Program Producing  -7-
2.1.2 Current Technical Standards in China  -7-
2.1.3 Suggestion on the Technical Standards for Program Producing  -8-
2.1.3.1 Scanning Format for Program Producing  -8-
2.1.3.2 Compression Format for Program Producing  -10-
2.1.3.3 Networked HD Non-linear Editting  -12-
2.2 HD Information Source Compression Standard  -12-
2.2.1 Introduction of HD Information Source Compression  -12-
2.2.2 Introduction of Existing Domestic and International Standards  -12-
2.2.2.1 MPEG Standard Series  -13-
2.2.2.2 ITU H Standard Series  -13-
2.2.2.3 AVS Standard  -14-
2.2.2.4 MPEG2, MPEG4, MPEG4-AVC and WM9  -15-
2.2.3 Suggestion on Technical Standard for Information Source Compression  -15-
2.3 Channel Transmission Standard  -16-
2.3.1 Channel Transmission Introduction  -16-
2.3.2 Existing Domestic and International Standards  -16-
2.3.2.1 ATSC Standard in US  -16-
2.3.2.2 European DVB Standard  -17-
2.3.2.3 Japanese ISDB Standard  -18-
2.3.3 Channel Transmission in China  -18-
2.3.3.1 Chinese GB for DTT  -19-
2.3.3.2 SD and HD Working Model for Terrestrial Standard  -21-
2.4 HD Display Standard  -22-
2.4.1 Introduction of HD Display Types  -22-
2.4.2 Standardized Content of HD Display Technology  -22-
2.4.3 Comparison of LCD and PDP Display Terminal  -23-
2.5 Standard for Content Copyright Protection  -25-

Chapter 3 Profile Global HDTV Development  -27-
3.1 Profile of Global DTV Development  -27-
3.2 Analysis of Global DTV Development Features  -28-
3.3 Profile of Global HDTV Development  -29-
3.3.1 Popularization of Global HDTV Sets  -29-
3.3.2 Status of Global HDTV Service  -29-
3.4 US  -30-
3.4.1 DTV Industry Planning in US  -30-
3.4.2 Milestone Events of HDTV Development in US  -30-
3.4.3 Statistic Data of HD Products Market in US  -30-
3.4.4 HDTV Operation Model in US  -32-
3.4.5 Status of HDTV Industry Scale in US  -33-
3.5 Japan  -33-
3.5.1 Japanese DTV Industry Planning  -33-
3.5.2 Milestone Events of HDTV Development in Japan  -34-
3.5.3 Statistic Data of HD Products Market in Japan  -35-
3.5.4 Status of HDTV Industry Scale in Japan  -36-
3.6 Europe  -37-
3.6.1 HDTV Development Progress in Europe  -37-
3.6.2 EURO 1080 Development Status  -37-
3.6.3 HDTV Planning and Progress in European Countries  -39-
3.6.4 Analysis of European HDTV Features  -43-
3.7 Global HDTV Development Features  -44-
3.7.1 National Economic Power has Great influence on Developing HDTV  -44-
3.7.2 Significant Sports Events is the Catalyst of Developing HDTV  -44-
3.7.3 HDTV Needs to be Strongly Promoted by the Government  -44-
3.7.4 Popularization of HDTV Sets Should Come Before HDTV Service  -45-
3.7.5 Two Dissemination Channels—HD Disk and Downloading Cannot be Ignored  -45-

Chapter 4 Macro Environment for China HDTV Market  -47-
4.1 Economic and Policy Environment for China HDTV  -47-
4.1.1 The Steady Growing of National Economy Provides Favourable Environment for HDTV  -47-
4.1.2 China HDTV Industry Planning and Policy  -49-
4.1.2.1 Research and Development History of China HDTV  -49-
4.1.2.2 China HDTV Industry Planning  -50-
4.2 Development Status of China Broadcasting Industry  -51-
4.2.1 2006 Revenue from China Broadcasting Industry Broke 100 billion  -51-
4.2.2 Revenue Structure of China Broadcasting Industry  -52-
4.3 Profile of China DTV Development  -53-
4.3.1 Profile of China DTV Development  -53-
4.3.2 Analysis of China DTV Development Features  -54-
4.4 Profile of China Pay TV Development  -57-
4.5 Technology and Standard  -57-
4.6 Profile of Program Content and Terminal Markets  -58-
4.6.1 Status of China Program Content Market  -58-
4.6.2 Profile of China Panel TV Market  -59-

Chapter 5 Analysis of China HDTV Industry Chain and Operation Model  -61-
5.1 Industry Chain Structure  -61-
5.1.1 Program Provider  -61-
5.1.2 Program Integrator  -62-
5.1.3 Network Operator  -62-
5.1.4 Service Provider  -63-
5.1.5 Equipment Provider/System Integrator  -64-
5.1.6 Subscribers  -64-
5.2 Industry Chain Relation  -64-
5.3 End-to-end Operation Model  -66-
5.4 Integrator-lead Model  -67-
5.5 Operator-lead Model  -67-
5.6 Operation Model of Cooperation Between Links of Industry Chain  -68-
5.6.1 Cooperation Model Between Operator and Program Integrator/Provider  -68-
5.6.2 Cooperation Model Between Program Provider/Integrator and Equipment Provider  -68-
5.6.3 Cooperation Model Between Network Operator and Equipment Provider  -69-
5.6.4 Cooperation Model Between Network Operator and Service Provider  -69-
5.6.5 Cooperation Model Between Program Provider and Service Provider  -69-
5.6.6 Cooperation Model Between Network Operator, Program Provider/Integrator and Service Provider  -70-

Chapter 6 Analysis of HD Program Producing Market  -71
6.1 Relevant Policies and Market Environment  -71-
6.2 Status of HD Equipment Possessing by TV Stations  -71-
6.2.1 CCTV  -72-
6.2.2 BTV  -73-
6.2.3 Shanghai Television  -73-
6.2.4 Guangdong Television  -74-
6.2.5 Jiangsu Television  -74-
6.2.6 Liaoning TV  -74-
6.2.7 Tianjin TV  -75-
6.2.8 Zhejiang TV  -75-
6.2.9 Other Television Stations  -75-
6.2.10 Overview of the HD OB Vehicle Equipment in TV Stations  -77-
6.3 Status of HD Program Production in China  -83-
6.4 Status of HD Program Introduction in China  -84-

Chapter 7 Analysis of HD Channels Operation Market  -85-
7.1 China DTV Media-CCTV HD Channel  -85-
7.2 SMG-New Vision  -87-
7.3 Huacheng Film and Television Digital Program Co., Ltd -HD Home Theatre   -87-
7.4 Others  -88-
7.4.1 Shenzhen HD Channel  -88-
7.4.2 Beijing HD Channel  -88-
7.5 Problems Existing in HD Channels and Suggestion on Them  -89-
7.5.1 Analysis of Problems Existing in HD Industry  -89-
7.5.2 Establishment of Public HD Channels is Suggestecd  -90-
7.6 Suggestion on HD Channel Marketing  -91-

Chapter 8 Transmission Channel and Operation Status of HD Channel  -93-
8.1 Cable Network  -93-
8.2 DTT  -94-
8.3 DBS  -95-
8.4 Telecom Network  -96-
8.5 Analysis of Competition Pattern in Transmission Channels  -96-

Chapter 9 HDTV Receiving Equipment Market  -99-
9.1 HDTV Set  -99-
9.1.1 Global Market Size  -99
9.1.2 Chinese Market Size  -100-
9.1.3 Price Flutuation Trends  -101-
9.1.4 Leading Manufacturers  -102-
9.1.4.1 Panasonic  -102-
9.1.4.2 Hisense  -103-
9.1.4.3 Hitachi  -104-
9.1.4.4 Sony  -104-
9.1.4.5 Haier  -105-
9.1.4.6 TCL  -106-
9.1.4.7 Kongka  -107-
9.2 HD STB  -108-
9.2.1 Market Size  -108-
9.2.2 Price Flutuation Trends  -108-
9.2.3 Leading Manufacturers  -109-
9.2.3.1 Panasonic  -109-
9.2.3.2 Changhong  -109-
9.2.3.3 Coship  -110-
9.2.3.4 Hitachi  -111-
9.2.3.5 Zhejiang Dahua  -111-
9.3 Digital Audio  -112-
9.3.1 Leading Manufacturers -112-
9.3.1.1 Dolby  -113-
9.3.1.2 DTS  -113-
9.3.1.3 Guangzhou Digirise  -114-
9.4 Status and Problems of Integrated HDTV  -115-

Chapter 10 Research on HDTV Subscriber Market  -117-
10.1 Subscribers' Cognition of "HD" and "HD Program"  -117-
10.1.1 Analysis of HDTV Subscribers' Requirements  -119-
10.1.2 Cognition of HDTV  -119-
10.2 Status of Subscribers' Possession of HD Receiving Equipment  -119-
10.3 Status of Subscribers' Requirements of "HD Program"  -120-
10.4 Bottleneck of Subscribers' Requirements of "HD Program"  -121-

Chapter 11 HDTV Industry Trends and Development Forecast  -123-
11.1 Global HDTV Development Forecast  -123-
11.2 Major Influencing Factors in Market Development in Future Three Years  -123-
11.2.1 Drive/Hinder Factors  -123-
11.2.2 Influencing Power Estimation  -126-
11.3 Forecast of Market Capacity Development  -126-
11.3.1 HD Camera, Record, Edit and Play Equipment  -126-
11.3.2 HD Channels Number and Operation Revenue  -127-
11.3.3 Forecast of HDTV Subscribers  -127-

Selected charts

Table Catalog
Table 1.DTV Scanning Format in US  -2-
Table 2.Suggested Scanning Format for HD Program Producing  -9-
Table 3.Comparison of All Kinds of Compression Formats  -10-
Table 4.Comparison of Several Compressed Coding Formats  -15-
Table 5.Main Working Model for Fixed Reception of High Definition TV  -21-
Table 6.Main Working Model for Fixed Reception of Standard Definition TV  -21-
Table 7.DTV Receiving Equipment —Display Standard  -22-
Table 8.Switchover Time and DTV Penetration Rate in Some Countries  -27-
Table 9.List of HD Channel Service Providers in US  -32-
Table 10.Relevant Information of HD Channels in Japan  -36-
Table 11.HDTV Plan of Major European Broadcasting Institutions  -39-
Table 12.European HDTV Development Features  -43-
Table 13.1993-2004 China GNP  -48-
Table 14.China CATV Subscribers Development  -94-
Table 15.Profile of 2005 Terminal Equipment Production and Marketing  -101-
Table 16.Forecast of Global HDTV Penetration Rate  -123-
Table 17.Influencing Power Estimation of Cable Digitalization  -126-

Chart Catalog
Chart 1.Three-dimensional Development Direction of Radio&TV  -4-
Chart 2.Head End of China DTT GB Transmission System  -19-
Chart 3.GB COFDM Insertion into Synchronizing Pilot  -20-
Chart 4.GB TDS-OFDM Multiframe Structure  -20-
Chart 5.List of the 57 HD Channels and Broadcast Standards in US  -31-
Chart 6.1982-2006 Total Renvenue of China Broadcasting Industry  -52-
Chart 7.Composition and Ratio of 2006 Revenue of Broadcasting System  -52-
Chart 8.2002-2006 China Cable DTV Subscribers Development  -54-
Chart 9.HDTV Industry Chain  -61-
Chart 10.China Media Operation Model  -67-
Chart 11.China CATV Development History  -93-
Chart 12.1983-2006 China CATV Subscribers Development  -94-
Chart 13.2004-2006 Global Large Screen Television Distribution Amount (Unit: 10 thousand)  -100-
Chart 14.2002-2006 Global Distribution Amount of TV Sets Above 40 Inches (Unit: 10 Thousand)  -100-
Chart 15.Inner Structure of Dahua's HD Two-model STB DH-STB120D  -112-
Chart 16.Sample of Subscriber Survey  -118-
Chart 17.Forecast of China HDTV Subscriber Development (Unit: Ten thousand)  -127-

Published Time	Pages	Publisher	Price
May/2007	--	R&TI Research	$2,500(PDF)
			$2,400(Hard Copy)