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During this year's China International Radio and Television Information Network Exhibition (CCBN), China Electronics Press, CCBN organizing Committee and domestic famous digital television network DVBCN, together with upstream and downstream enterprises of digital TV industry chain, held 2009 China Digital TV Technology Trend Forum. At the forum, government officials, related enterprise leaders and experts and scholars, for the digital TV industry development hot spots, published wonderful views.
At present, the digital TV industry is developing rapidly. Under the vigorous promotion of the State Administration of Radio, Film and Television, the digitalization process in the fields of terrestrial wireless, direct broadcasting satellite and mobile multimedia broadcasting has been promoted in an all-round way, and important achievements have been made. In addition, the direct broadcast satellite system has been used for signal coverage in remote areas since 2008. Mobile multimedia broadcasting technology also successfully served the Beijing Olympic Games. At present, CMMB(China Mobile Multimedia Broadcasting) coverage network has been established in 157 cities. The development process of digital broadcasting and TELEVISION can be said to be the process of transforming traditional media with new technology and improving traditional media with new media in the field of broadcasting and TELEVISION. In this process, there are many new technologies that need further research and discussion. We need to study and master these new technologies and explore and develop the core business of new media.
This year is the 60th anniversary of the founding of the People's Republic of China, and China's radio and television has stood at a new historical starting point. The radio and television industry is in a new stage of digitalization, networking, economization and large-scale development. I hope that China's radio and television will prosper and make greater achievements in the digitalization process of radio and television. The number of digital TV subscribers in China has surpassed 45 million. But, with the large-scale popularization of digital TV, digital TV industry problems highlight is the following three aspects: one is the user's digital TV capture to expend standards have been raised, the digital TV channel also will increase, but the increase of channel is simply repeat, users are not interested in to increase the content of the channel; Secondly, radio and television operators have spent about 20 billion yuan to buy set-top boxes. Generally speaking, after an industry has invested 20 billion yuan, at least 20% of the cash income will become profits, but the radio and television operators have not gained corresponding profits. Third, suppliers of technology, equipment and terminals are having a hard time because of the price of set-top boxes. The above three problems need to be solved urgently.
There are two stages in the development of digital TV: one is the overall translation stage, the other is the post-translation stage. In both cases, despite the industry's efforts, frankly, the results were not satisfactory. At present, the overall translation mainly needs to solve two aspects of the problem: one is to do a good job of public service, such as sunshine broadcasting work; The other is to maximize customer satisfaction, as viewing prices have gone up. In fact, enhanced value-added services have two main effects. One is to enable operators to gain more revenue from the network through some new business. The second is to help operators capture users by offering attractive services. But generally speaking, in the first round of development after the overall shift, the users' use of digital TV is not high, so we should in the second round of development, users can choose their favorite business, to catch users. We can take advantage of televise-based broadband services to give cable networks a greater competitive advantage.
Since the 1970s, the performance, function or business of TV has been successfully expanded or improved in three aspects: first, the color of TV picture has been changed from black and white to color, and the picture quality has been changed from STANDARD DEFINITION to high definition. We have successfully made it possible for users to watch TV more comfortably. Second, the television was expanded from being connected with VCRS to DVDS, which solved the problem of the source of content. Third, game console has become a supporting product of TV set, game function has become an important function of TV set. It is worth thinking about whether it is possible for us to create TV broadband network programs based on the business characteristics of TV sets by combining with the Internet. Digital TV value-added services need the interaction and joint promotion of operators, users and enterprises.
From now on, in the overall translation of the digital TV industry chain, the set-top box software industry is certainly a piece of cake. However, the set-top box software industry can develop truly only when it conforms to the development trend of digital TV industry and technology. At present, the overall translation of digital TV in many areas has entered the post-translation stage, and the digital TV market and the whole industry will enter a benign development stage in a relatively short time. When our value-added business products can develop in a healthy way, and the set-top box can also enter the stage of market sales, the business of set-top box software will achieve great development.
The international financial crisis in 2008 did not have a great impact on the global set-top box market. At present, the global set-top box market presents the following three characteristics: first, the set-top box market is still in the boom cycle; Second, from the perspective of product type, satellite set-top box shipments in the global set-top box market are the largest; Third, the resource supply and product demand of the set-top box industry are undergoing a series of changes. Now China has become a global set-top box manufacturing power. In 2008, the total shipments of Set-top boxes in China increased significantly, and the shipments of Set-top boxes made in China accounted for 66.83% of the global total shipments. Of that total, nearly half were satellite set-top boxes. At present, industrial clusters of set-top box manufacturing are forming in Shenzhen, China.
In 2008, most of the set-top boxes made in China were sold overseas. The set-top box products for overseas markets are mainly satellite set-top box and ground set-top box. Among them, satellite set-top box exports are the largest, mainly exported to the United States, India, UNITED Arab Emirates, Germany, Egypt and Romania. At present, China has occupied a pivotal position in the satellite set-top box supply market. The export volume of China's ground set top box is second only to that of satellite set top box. North America and Europe are the most important export markets of China's ground set top box. Among them, support DVB-T standard set top box mainly sold to Europe and the Middle East and other regions.
China exported a relatively small number of cable set-top boxes in 2008, but a big increase from 2007, mainly to the United States and other countries, according to a survey by Glenn Research. At present, China's export set-top box products are mainly medium and low-end set-top boxes. OEM for foreign SET-top box brands is a major feature of China's export set-top box market. China's set-top box market has been developing steadily from 2006 to 2008. China's set-top box industry has maintained a steady growth in shipments in 2008 despite the impact of the Wenchuan earthquake and the international financial crisis, according to a survey by Glenn Research. By the end of 2008, Shipments of set-top boxes in China reached 34.553 million units, up 12.84 percent from 2007. China's set-top box market will continue to maintain steady growth due to factors such as increased demand for satellite set-top boxes and the continuous development of the cable market. Global shipments of Chinese-made set-top boxes are expected to exceed 100 million units in 2009, with domestic shipments expected to reach 41 million units, and overseas markets remain important for Chinese set-top box makers. In terms of the development trend of set-top box technology, Chinese set-top box chips will be developed to the direction of high integration. In terms of coding technology, MPEG2 is still the technical mainstream in the current Chinese set-top box market, and the proportion of products conforming to MPEG4, h.264 and other coding technologies will be increasing.