发布时间：2008.3
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Print: ￥7800
Electronic: ￥8800
English: $3000
摘要
This report is co-composed by the professional research institution—R&TI Reseach, SARFT and its cooperation partner GL Research.
The report is based on large amount of survey and research; full and accurate research data as well as actual situation of CATV operators in the whole country is the main supporting point of it.
This report takes questionnaire as the major survey method, and combines many other methods including telephone interview, in-depth interview, field survey. Concerning the using of research data, we cite them in related parts according to the main structure of the report.
In June 2006, China DTT standard was finally promulgated and was announced to be impulsively executed in August 2008. However, the objective law cannot be replaced by any subjective desire. Till the end of December 2007, the number of DTT terminal only reached 300,000, although there were already 200 million terrestrial analog TV subscribers in China, which left large development space for DTT. For detailed reasons please refer to the in-depth research and analysis. Also based on first-hand research data, this report comprehensively analyzes China DTT status, discusses related policies on DTT and forecasts the DTT development trends. It especially introduces all kinds of standards, industry policies, industry chain, operation model and development status and trends of DTT.
目录及图表
Chapter 1 Basic conclusion and suggestion
1.1 Basic conclusion
1.2 Suggestion to DTT operators
1.3 Suggestion to chip companies
1.4 Suggestion to equipment manufacturers
1.5 Suggestion to investment institutions
1.6 Suggestion to content providers
Chapter 2 China DTT profile
11.1 Definition and categories of DTT
2.2 China terrestrial TV development history
2.3 China terrestrial TV development status
2.4 DTV policy environment and planning in China broadcasting industry
2.4.1 “The 11th five-year planning” and 2010 planning
2.4.2 SARFT’s strong promotion on China DTT development
2.4.3 Simultaneous development of China cable, terrestrial and satellite
2.5 DTT policy and planning by China Industry and Informitization Ministry
2.6 DTT’s position in China DTV industry
2.7 China DTT policy trends
2.7.1 Policy on broadcast and operation
2.7.2 Content resource faces a new round of integration
2.7.3 Related policies and regulations are in urgent need of execution
2.7.4 Operation license regulation
2.7.5 Operation application and approval procedures
Chapter 3 Profile of global DTT development
11.1 Profile of global DTV development
3.2 Analysis of global DTT development feature
3.3 DTT development in America
3.4 DTT development in Britain
3.5 DTT development in Korea
3.6 DTT development in Japan
3.7 Analysis of global DTV feature and the inlightment
Chapter 4 China DTT technology standard and others
11.1 DTT related standards
4.1.1 Channel transmission standard
4.1.2 Information source coding standard
4.1.3 Supporting system standard
4.1.4 Service system standard
4.2 Feature of China DTV technology standard
4.3 DTT companion standard development
4.3.1 Companion standard development
4.3.2 GB test process
4.4 DTT spectrum planning made by broadcasting industry
Chapter 5 DTT industry chain structure and status
11.1 Industry chain structure
5.2 DTT operators
5.3 Chip company
5.4 Equipment provider
5.5 Technology provider
5.6 Content provider
5.7 Content integrator
5.8 Advertisement operator
5.9 Relation between all links of the industry chain and profit distribution
Chapter 6 DTT fixed reception development
11.1 Operators’ adoption of technology and standards
9.1.1 Selection of the original technology model and standard
6.1.2 Operators’ view of current technology system
6.1.3 Operators’ selection of equipment
6.2 Cases study of fixed reception
6.2.1 Hong Kong
6.2.2 Beijing
6.2.3 Shanghai
6.2.4 Chongming Island
6.2.5 Baiquan and Zhaodong
Chapter 7 Development of DTT on automobile
11.1 Operators’ adoption of technology and standards
9.1.1 Selection of current technology model and standards
7.1.2 Operators’ view of current technology system
7.1.3 Operators’ selection of equipment
7.2 Operation of DTT mobile reception
7.2.1 Business model
7.2.2 Program content
7.2.3 Channels number
7.2.4 Broadcast plan
7.2.5 Service operation
7.2.6 Revenue
7.3 Cases study of mobile reception
7.3.1 Beijing
7.3.2 Shanghai
7.3.3 Chongqing
7.3.4 Nanjing
7.3.5 Shenzhen
Chapter 8 DTT chip company
11.1 GB chip
9.1.1 Legend Silicon
8.1.2 Shanghai HDIC
8.1.3 Hangzhou NationalChip
8.1.4 Shanghai Fudan Micronano Electronics Co., Ltd
8.1.5 Maxscend Technologies Inc.
8.1.6 Others
8.2 DVB-T chip
8.2.1 ST
8.2.2 NXP
8.2.3 Montage Technology (Shanghai) Co., Ltd
8.2.4 Hangzhou NationalChip
8.2.5 Others
8.3 Information source decoding chip
8.3.1 MPEG decoding chip
8.3.2 AVS decoding chip
Chapter 9 China DTT related equipment manufacturers
11.1 Application of launching equipment
9.1.1 Technology development feature of launching equipment
9.1.2 Launching equipment market size
9.1.3 Competition in launching equipment market
9.1.4 Major launching equipment manufacturers
9.2 Receeiving equipment provision
9.2.1 Technology development feature of terrestrial STB
9.2.2 Terrestrial STB market size
9.2.3 Competition in terrestrial STB market
9.2.4 Major terrestrial STB manufacturers
9.2.5 ITV technology development feature
9.2.6 ITV market size
9.2.7 Competition in iTV market
9.2.8 Major iTV manufacturers
Chapter 10 Analysis of DTT investment opportunity
11.1 Investment opportunity in chip market
10.2 Investment opportunity in terminal equipment (STB) market
10.3 Investment opportunity in terminal equipment (iTV) market
10.4 Investment risk in China DTT market and circumvention meatures
10.4.1 Policy risk and circumvention
10.4.2 Market risk and circumvention
10.4.3 Operation risk and circumvention
Chapter 11 China DTT development forecast
11.1 China DTT development trends
11.2 China DTT development forecast
11.2.1 Influencing factors
11.2.2 DTT development forecast
11.2.3 Terrestrial HDTV development forecast
11.2.4 Forecast of mobile reception terminal (STB on automobile) development
11.2.5 Forecast of fixed reception terminal (common STB and iTV) development
11.2.6 Forecast of fixed reception terminal (iTV) development
Table catalog
Table 1 Comparison of digital and analog microwave transmission performance
Table 2 Standards adopted by some countries and the switchover timetable
Table 3 Major international DTV channel standards
Table 4 Comparison of three international DTT transmission standards
Table 5 Main working model for the fixed reception of DTT GB HDTV
Table 6 Main working model for the fixed reception of GB SDTV
Table 7 Working model parameter of large coverage of single frequency network by GB
Table 8 Patent royalty charge for different information source coding standard
Table 9 Comparison of different standards for the separation of STB and CAS
Table 10 7 DTT working models recommended by SARFT
Table 11 17 companion standards for China DTT
Table 12 Nominal carrier frequency of China decametric wave TV channels
Table 13 Nominal carrier frequencyof China decimetric wave TV channels
Table 14 Parts of original adopted standards for terrestrial fixed reception
Table 15 DTT transmitting stations in Hong Kong
Table 16 Channel standards adopted for mobile TV in different regions before the issue of GB
Table 17 Average monthly income of the individual subscribers of Chongqing TV on automobile
Table 18 Average monthly income of the household subscribers of Chongqing TV on automobile
Table 19 TV on automobile subscribers’ attitude on advertisement
Table 20 Advertising price and actual effect of Chongqing TV on automobile
Table 21 List of Tsinghua Legend Silicon’s chip types
Table 22 List of Shanghai HDIC’s chip types
Table 23 Chip types of Trident Multimedia Technologies (Shanghai) Co., Ltd
Table 24 Parts of NXP’s chip types
Table 25 Performance index of DMB-T DTV transmitter in North America
Table 26 American Harris’s product list
Table 27 Product list of Changhong’s ground-wave DTV receiver
Table 28 List of Newland’s DVB-T STB
Table 29 List Yinhe’s STB
Table 30 2006-2012 China DTT subscriber size (note)
Table 31 2006-2012 China DTT subscriber size
Table 32 Number and forecast of 2006-2012 DTT STB for TV on automobile
Chart catalog
Chart 1 China DTT development process
Chart 2 Structure of DTT working team under SARFT
Chart 3 Service scope of terrestrial, cable and satellite TV in China broadcasting industry
Chart 4 American’s TV subscribers proportion in different transmission networks
Chart 5 Britain’s TV subscribers proportion in different transmission networks
Chart 6 Head end of DTMB—China DTT GB
Chart 7 Insertion of GB COFDM into synchronizing pilot
Chart 8 Multiframe structure of GB TDS-OFDM
Chart 9 Compatibility of different China DTT techinical standards in 2007
Chart 10 AVS and MPEG standards development history
Chart 11 Test result of 2007 GB fixed reception in Beijing
Chart 12 Spectrum division of China radio & TV, mobile communication
Chart 13 DTT industry chain
Chart 14 DTT coverage in Hong Kong
Chart 15 Identification label of Hong Kong GB receiving terminal
Chart 16 Survey of TV on automobile viewing
Chart 17 Ages of TV on automobile viewers
Chart 18 Audience’s attitudes towards different media advertisement
Chart 19 Terrestrial mobile TV coverage in Beijing
Chart 20 Tsinghua Legend Silicon’s LGS-8G13 chip solution
Chart 21 Tsinghua Legend Silicon’s LGS-8G42 chip solution
Chart 22 Shanghai HDIC’s HD2810 chip solution
Chart 23 Shanghai HDIC’s “Whole-GB” chip development planning
Chart 24 Appearance and board of Hangzhou NationalChip’s DTV receiving chip
Chart 25 Hangzhou NationalChip’s DTV receiving chip solution
Chart 26 Typical application of Fudan Micronano’s FDC1100
Chart 27 Maxscend’s GB integrated chip solution MXD1320
Chart 28 Maxscend’s GB integrated chip solution MXD0320
Chart 29 NXP’s STB100 (DVB-C/S/T) chip solution
Chart 30 NXP’s two-mode chip solution STB810/STB225
Chart 31 DTV system structure
Chart 32 Industry application of Montage Technology’s M88DT2000
Chart 33 Broadcom’s BCM7405 decoding chip
Chart 34 System frame of Longjing AVS1.0 decoding chip
Chart 35 Longjing PS1000 chip structure
Chart 36 Appearance of DTT exciter DMB-TH/DVB-T
Chart 37 BBEF’s DMB-T 1000W transmitter
Chart 38 DTT exciter’s insertion into interface unit
Chart 39 Harris’s equipment including exciter and transmitter, etc.
Chart 40 UBS’s application in DVB-T system in Canada
Chart 41 2006-2012 China DTT subscriber size (note)
Chart 42 2006-2012 China DTT subscriber size and forecast
Chart 43 Number and forecast of 2006-2012 China STB for TV on automobile
Chart 44 Number and forecast of 2006-2012 China DTT fixed reception terminal
Chart 45 2006-2012 China DTT iTV number and forecast (note)
Chart 46 2006-2012 China DTT iTV number and forecast