In the night of August 8 , started four hours of the Olympics opening ceremony, leaving the global audience of 4 billion is endless topic of conversation. According to the television ratings company AGB Nielsen Media survey data show that the 2008 Beijing Olympic Games opening ceremony of China set a record high ratings, according to data provided by the CSM, lit the Olympic cauldron moment, the Olympic Games opening ceremony of the national television ratings share climbed 90 Percent, to the opening night audience in the process of the highest points.
In the meantime, the Beijing Olympic Games is also the practice of using high-definition digital television technology to the world for broadcast commitments. According to the plan, the Olympic Games during the opening of the new CCTV HD channels in Beijing, Shanghai, Tianjin, Shenzhen, Qingdao, Shenyang, Qinhuangdao, Guangzhou and other cities on arrival, so 2008 is also considered the first year of terrestrial digital television.
At the same time, Morgan Stanley recently released report shows that in the current market penetration at 10% -50% of the "China Digital TV and the Internet is in the best investment."
Pay channel advertising revenue will exceed
"China is a surplus in the channel, TV channel 3000, of which more than 130 channels of pay, but the content is scarce, so everyone isæ¢you, and you can have content to influence the media." Attempts have been made since Built cable channels light media CEO Wang Changtian, in an interview with this reporter said.
But at the current stage, in foreign countries has been confirmed that the "content is king" of the law in China seems not so obvious, according to Morgan Stanley's report, China's content producers in the digital pay-TV industry in the chain " Often from very few ": the typical form of income distribution network operators 50:40:10 - with 50 percent, with 40 percent of television programmes are integrated with 10 percent, compared to U.S. cable operators Usually 20-30 percent of income for the purchase of television programmes.
Morgan report, for example, "said Song, Beijing --- Beijing monopoly of cable operators, not only its basic subscription fees under the 70 sets of programming content to pay the cost, but also to content providers to receive" landing fees "."
Therefore, in this case, content producers would prefer to pave the way into high-quality content channels, earn advertising revenue. Statistics show that in 2006 China's TV advertising revenue pay-TV revenue is 90 times.
However, an analyst at Morgan Stanley in view, the current growth rate, this kind of "advertising revenue and subscription television," the imbalance is only temporary, pay-TV in 2006 with revenue growth of 60 percent. " In the next 3-4 years, the average income for each paid channel will be more than the average open channel of advertising revenue, we believe that when content producers will have enough money and power production of high-quality programs to please the pay-TV The audience. "
Digital TV will be the turning point profit
Digital
Show that China's nearly 30 million digital TV users, and is expected to China's digital cable subscribers to the end of 2008 China's TV households will reach 13 percent of the number of viewers in 2009 will exceed the number of Internet users - because of its foundation China's cable TV subscribers and more than twice the number of Internet users.
But at the same time the industry have pointed out that the high rate of duplication of content, allows users to experience the advantages of less than pay-TV, hampering the domestic pay-TV growth. Figures show that China's cable TV household expenditure (APRU) was only 2-3 percent of the United States, under such circumstances, the value of the content industry will be further highlighted.
At the same time, the profitability of digital TV model diversification, have voted in the securities analysts that the digital television may soon will celebrate its earnings inflection point. "The cable television network operators, enterprises, the overall two-way conversion and network transformation is complete, profit model will be a fundamental change, from a simple cable network operators into a comprehensive information service provider." After the whole transfer Era ", pay-TV business, VOD on-demand, digital TV value-added services, information access business, and so on of those operations, will enable cable operators rely on transforming good network, the network continued to make marginal benefit increase, the marginal cost reduction. "
CSM Media Research and General Manager Wang Lan-chu said that "We are pinning hopes on the charges, the traditional TV is not charging this was a problem too long« But even if the charges, income is also limited, imagine if, in the digital TV e-commerce platform can be achieved, perhaps far more than the current size of the profits. "
In the meantime, the Beijing Olympic Games is also the practice of using high-definition digital television technology to the world for broadcast commitments. According to the plan, the Olympic Games during the opening of the new CCTV HD channels in Beijing, Shanghai, Tianjin, Shenzhen, Qingdao, Shenyang, Qinhuangdao, Guangzhou and other cities on arrival, so 2008 is also considered the first year of terrestrial digital television.
At the same time, Morgan Stanley recently released report shows that in the current market penetration at 10% -50% of the "China Digital TV and the Internet is in the best investment."
Pay channel advertising revenue will exceed
"China is a surplus in the channel, TV channel 3000, of which more than 130 channels of pay, but the content is scarce, so everyone isæ¢you, and you can have content to influence the media." Attempts have been made since Built cable channels light media CEO Wang Changtian, in an interview with this reporter said.
But at the current stage, in foreign countries has been confirmed that the "content is king" of the law in China seems not so obvious, according to Morgan Stanley's report, China's content producers in the digital pay-TV industry in the chain " Often from very few ": the typical form of income distribution network operators 50:40:10 - with 50 percent, with 40 percent of television programmes are integrated with 10 percent, compared to U.S. cable operators Usually 20-30 percent of income for the purchase of television programmes.
Morgan report, for example, "said Song, Beijing --- Beijing monopoly of cable operators, not only its basic subscription fees under the 70 sets of programming content to pay the cost, but also to content providers to receive" landing fees "."
Therefore, in this case, content producers would prefer to pave the way into high-quality content channels, earn advertising revenue. Statistics show that in 2006 China's TV advertising revenue pay-TV revenue is 90 times.
However, an analyst at Morgan Stanley in view, the current growth rate, this kind of "advertising revenue and subscription television," the imbalance is only temporary, pay-TV in 2006 with revenue growth of 60 percent. " In the next 3-4 years, the average income for each paid channel will be more than the average open channel of advertising revenue, we believe that when content producers will have enough money and power production of high-quality programs to please the pay-TV The audience. "
Digital TV will be the turning point profit
Digital
Show that China's nearly 30 million digital TV users, and is expected to China's digital cable subscribers to the end of 2008 China's TV households will reach 13 percent of the number of viewers in 2009 will exceed the number of Internet users - because of its foundation China's cable TV subscribers and more than twice the number of Internet users.
But at the same time the industry have pointed out that the high rate of duplication of content, allows users to experience the advantages of less than pay-TV, hampering the domestic pay-TV growth. Figures show that China's cable TV household expenditure (APRU) was only 2-3 percent of the United States, under such circumstances, the value of the content industry will be further highlighted.
At the same time, the profitability of digital TV model diversification, have voted in the securities analysts that the digital television may soon will celebrate its earnings inflection point. "The cable television network operators, enterprises, the overall two-way conversion and network transformation is complete, profit model will be a fundamental change, from a simple cable network operators into a comprehensive information service provider." After the whole transfer Era ", pay-TV business, VOD on-demand, digital TV value-added services, information access business, and so on of those operations, will enable cable operators rely on transforming good network, the network continued to make marginal benefit increase, the marginal cost reduction. "
CSM Media Research and General Manager Wang Lan-chu said that "We are pinning hopes on the charges, the traditional TV is not charging this was a problem too long« But even if the charges, income is also limited, imagine if, in the digital TV e-commerce platform can be achieved, perhaps far more than the current size of the profits. "
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