发布时间：2008.7

摘要

The "Middle Kingdom" has long attracted the satellite industry with a set a demographics that seems to make it an ideal market: large and diverse landmass, enormous population with substantial ethnic and linguistic diversity, a fast growing middle class, rapidly rising penetration of pay television and broadband services, and a government actively seeking to "bridge the digital divide" between the relatively wealthy eastern half of the country and the economically disadvantaged rural, western regions.

Commercial satellite operators have certainly had their successes in the Chinese market, but not without a substantial struggle that often leaves them wondering if their efforts might not garner a better return were they focused elsewhere in Asia. Even the country's domestic satellite operator has had its share of struggles, but it is probably too simplistic to write the country off as a closed, monopolistic market as is too often done by the industry.

This latest NSR study takes a detailed look at the recent history of satellite services in China, and by extension Hong Kong and Macau, and delves into the specifics of satellite applications such as video distribution, DTH, video contribution & occasional use TV, telephony & carrier services, broadband & narrowband VSAT networking, and a mix of other services. Forecasts generated for this report are not only for commercial C- and Ku-band capacity, but NSR also employs extensive efforts to segment satellite transponder demand between domestic and foreign satellites serving the region. Further, NSR provides forecasts for channel and feed carriage, DTH subscribers and revenues, VSAT sites and revenues, and transponder leasing revenues. All told, this body of research is unquestionably the most extensive assessment of the commercial satellite market for China, Hong Kong and Macau available to the industry.

It is difficult to treat China as a monolithic market, which is the key reason NSR has included an assessment of Hong Kong and Macau as part of the research. First, Hong Kong has long been a major telecommunications hub for the entirety of Asia for numerous applications for which substantial capacity has been leased. Secondly, and perhaps more importantly, is the treatment of the issue of overspill video signals into mainland China. Numbers vary, but NSR generally agrees with the assessment that there are some 25 million illegal satellite TV dishes in China receiving programming that is nominally broadcast for the Hong Kong and Macau markets or the entirety of Asia. Broadcasters are well aware of this "grey" market for satellite television and quite intentionally target it when it comes to their capacity leasing decisions. NSR's breakout of capacity demand on domestic and foreign satellites, especially for the various video services, helps to highlight and quantify this China-specific phenomenon.

Beyond the original research into the Chinese, Hong Kong and Macau markets based on extensive interviewing with key market players, this report draws upon NSR's library of existing research to both underpin and validate the forecasts made for this study. Base year data and forecasts have been integrated with NSR's Wireless Backhaul via Satellite, 2nd Edition, Broadband Satellite Markets 7th Edition, and Global Assessment of Satellite Demand 4th Edition studies. Further, as is NSR's standard practice, Excel data sheets with data from all tables and charts (more than 80) are included with the study.

目录及图表

1. Report Overview
  1.1 Market Trends and Top Level Findings
  1.2 Main Players & Regulatory Issues

2. C- & Ku-Band Demand Assessment for China, Hong Kong and Macau
  2.1 Methodology Overview
    2.1.1 Supply Assessment Methodology and Assumptions
    2.1.2 Demand Assessment Methodology and Assumptions
  2.2 Demand Assessment of Commercial Satellite Applications
    2.2.1 Video Distribution
      2.2.1.1 Overview
      2.2.1.2 Video Distribution Channel and Leased Transponder Analysis
    2.2.2 Direct-to-Home
      2.2.2.1 Overview
      2.2.2.2 DTH Subscriber Analysis
      2.2.2.3 DTH Channel and Leased Transponder Analysis
    2.2.3 Video Contribution & Occasional Use TV
    2.2.4 Telephony & Carrier Markets
    2.2.5 Broadband & Narrowband VSAT Markets
      2.2.5.1 Overview
      2.2.5.2 Tele-education
      2.2.5.3 Satellite VPN
      2.2.5.4 Remote Data Gathering
      2.2.5.5 Broadband Information Broadcasting
      2.2.5.6 Emergency Response
      2.2.5.7 General Telecommunications Service
    2.2.6 Other Services Markets
  2.3 Total Demand Assessment by Application for Domestic and Foreign Commercial Satellites

3. C- & Ku-Band Supply and Demand Forecast for China, Hong Kong & Macau
  3.1 Supply & Demand Forecast for Station Kept Commercial Satellites

4. C- & Ku-Band Revenue Forecast for China, Hong Kong & Macau
  4.1 Transponder Price Estimates for China, Hong Kong & Macau
  4.2 Revenues Forecast for China, Hong Kong & Macau
 
- top -
 
 
List Of Exhibits
Chapter 1
Ex. 1.1  Total Chinese C- & Ku-Band TPE Demand by Application
Ex. 1.2  List of Regulators in the Mainland Chinese Satellite Market
 
 
 
Chapter 2 
Ex. 2.1  Application Demand Segmentation and Forecasts Chart
Ex. 2.2  Domestic C-Band Video Distribution Channels
Ex. 2.3  Domestic Ku-Band Video Distribution Channels
Ex. 2.4  Domestic C- & Ku-Band Video Distribution Channels Chart
Ex. 2.5  Foreign C-Band Video Distribution Channels
Ex. 2.6  Foreign Ku-Band Video Distribution Channels
Ex. 2.7  Foreign C- & Ku-Band Video Distribution Channels Chart
Ex. 2.8  C-Band Video Distribution TPE Demand
Ex. 2.9  C-Band Video Distribution TPE Demand Chart
Ex. 2.10  Ku-Band Video Distribution TPE Demand
Ex. 2.11  Ku-Band Video Distribution TPE Demand Chart
Ex. 2.12  DTH Subscriber Forecast
Ex. 2.13  DTH Subscriber Forecast Chart
Ex. 2.14  DTH Services & CPE Revenues
Ex. 2.15  DTH Service & CPE Revenues Chart
Ex. 2.16  Domestic DTH Channels
Ex. 2.17  Domestic DTH Channels Chart
Ex. 2.18  Foreign DTH Channels
Ex. 2.19  Foreign DTH Channels Chart
Ex. 2.20  Ku-Band DTH TPE Demand
Ex. 2.21  Ku-Band DTH TPE Demand Chart
Ex. 2.22  Domestic C-Band Video Contribution & OUTV Feeds
Ex. 2.23  Domestic Ku-Band Video Contribution & OUTV Feeds
Ex. 2.24  Domestic C- & Ku-Band Video Contribution & OUTV Feeds Chart
Ex. 2.25  Foreign C-Band Video Contribution & OUTV Feeds
Ex. 2.26  Foreign Ku-Band Video Contribution & OUTV Feeds
Ex. 2.27  Foreign C- & Ku-Band Video Contribution & OUTV Feeds Chart
Ex. 2.28  Commercial DSNG operators in China, 2007
Ex. 2.29  C-Band Video Contribution & OUTV TPE Demand
Ex. 2.30  C-Band Video Contribution & OUTV TPE Demand Chart
Ex. 2.31  Ku-Band Video Contribution & OUTV TPE Demand
Ex. 2.32  Ku-Band Video Contribution & OUTV TPE Demand Chart
Ex. 2.33  C-Band Telephony & Carrier TPE Demand
Ex. 2.34  C-Band Telephony & Carrier TPE Demand Chart
Ex. 2.35  Ku-Band Telephony & Carrier TPE Demand
Ex. 2.36  Ku-Band Telephony & Carrier TPE Demand Chart
Ex. 2.37  Chinese Commercial VSAT Networks in 2007- List of Deployments
Ex. 2.38  VSAT Networks For "Telephone Cuntong Project"
Ex. 2.39  One-Way & Two-Way VSAT Sites
Ex. 2.40  One-Way & Two-Way VSAT Sites Chart
Ex. 2.41  VSAT Networking Services & CPE Revenues
Ex. 2.42  VSAT Networking Service & CPE Revenues Chart
Ex. 2.43  C-Band Broadband & Narrowband VSAT Services TPE Demand
Ex. 2.44  C-Band Broadband & Narrowband VSAT Services TPE Demand Chart
Ex. 2.45  Ku-Band Broadband & Narrowband VSAT Services TPE Demand
Ex. 2.46  Ku-Band Broadband & Narrowband VSAT Services TPE Demand Chart
Ex. 2.47  C-Band Other Services TPE Demand
Ex. 2.48  C-Band Other Services TPE Demand Chart
Ex. 2.49  Ku-Band Other Services TPE Demand
Ex. 2.50  Ku-Band Other Services TPE Demand Chart
Ex. 2.51  Domestic C-Band TPE Demand by Application
Ex. 2.52  Domestic C-Band TPE Demand by Application Chart
Ex. 2.53  Domestic Ku-Band TPE Demand by Application
Ex. 2.54  Domestic Ku-Band TPE Demand by Application Chart
Ex. 2.55  Foreign C-Band TPE Demand by Application
Ex. 2.56  Foreign C-Band TPE Demand by Application Chart
Ex. 2.57  Foreign Ku-Band TPE Demand by Application
Ex. 2.58  Foreign Ku-Band TPE Demand by Application Chart
 
 
 
Chapter 3 
Ex. 3.1  China DBSAT Fleet Details
Ex. 3.2  Domestic & Foreign C-Band TPE Supply
Ex. 3.3  Domestic & Foreign C-Band TPE Supply Chart
Ex. 3.4  Domestic & Foreign Ku-Band TPE Supply
Ex. 3.5  Domestic & Foreign Ku-Band TPE Supply Chart
Ex. 3.6  Total C-Band TPE Supply and Demand
Ex. 3.7  Total C-Band TPE Supply and Demand Chart
Ex. 3.8  Total Ku-Band TPE Supply and Demand
Ex. 3.9  Total Ku-Band TPE Supply and Demand Chart
Ex. 3.10  Domestic C-Band TPE Supply and Demand
Ex. 3.11  Domestic C-Band TPE Supply and Demand Chart
Ex. 3.12  Domestic Ku-Band TPE Supply and Demand
Ex. 3.13  Domestic Ku-Band TPE Supply and Demand Chart
Ex. 3.14  Domestic Ku-Band TPE Supply and Demand without DTH
Ex. 3.15  Domestic Ku-Band TPE Supply and Demand without DTH Chart
Ex. 3.16  Foreign C-Band TPE Supply and Demand
Ex. 3.17  Foreign C-Band TPE Supply and Demand Chart
Ex. 3.18  Foreign Ku-Band TPE Supply and Demand
Ex. 3.19  Foreign Ku-Band TPE Supply and Demand Chart
 
 
 
Chapter 4 
Ex. 4.1  Assumed Average Annual TPE Pricing
Ex. 4.2  Total Revenues for Leased C-Band TPEs by Application
Ex. 4.3  Total Revenues for Leased C-Band TPEs by Application Chart
Ex. 4.4  Total Revenues for Leased Ku-Band TPEs by Application
Ex. 4.5  Total Revenues for Leased Ku-Band TPEs by Application Chart