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  Explosive 1H08 DTV STB Growth In China  
September 12, 2008

In 1H 2008, China's digital TV set top box (DTV STB) shipments reached 11.69 million, up 110.1% YOY. DTV STB revenues reached 4.18 billion Yuan, up 73.6% YOY. Revenue declines were mitigated by more expensive high definition STBs. The Beijing Olympics helped spur STB growth, as DTV viewing was an important aspect of enjoying the Games.

However, in 2H08 and post-Olympics, CCID consulting expects growth to decline where shipments for the second half will equal the first.

Many vendors.

Changhong enjoyed the highest shipment share for the half, at 13.6%, as it maintained its performance through 2Q08. Jiuzhou, following closely behind at 13.1%, did well both domestically in China as well as internationally in 2Q08. DVN, at 11.8% share, and Skyworth, at 10.5%, round out the top four STB vendors. Other vendors listed below performed well, some have improved their market shares.

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1H08 DTV STB Vendor Shipment Shares

source: ccid consulting, July 2008

Cable TV is still the dominant digital transmission mode.

However, there has been activity in other modes as well, which affect corresponding DTV STBs. In 1H08, Beijing, Shanghai, Shenzhen and Tianjin have launched digital broadcasts, while the cities of Qinhuangdao, Qingdao, Shenyang and Guangzhou plan to start, but such broadcasts and corresponding STBs will not be available to the ordinary consumer initially.

For China's satellite DTV, ChinaSat 9 satellite was successfully launched on June 9, but its live broadcasting policies with broadcasters have yet to be finalized. Therefore, shipments of satellite STBs have not realized its potential. In IPTV, China Telecom continues to focus more on this mode, and has increased its investment of STBs for its customers.

On the digital television front, some vendors such as Toshiba have launched TVs with integrated STB functionality that can process DTV broadcast signals. This will have a negative impact on standalone STBs.

DTV STB Shipments (thousands)

1H07

1H07 Share

1H08

1H08 Share

YOY Growth

Cable

5,128

92.2% 11,128 95.2% 117.0%

Broadcast

119

2.1% 140

1.2%

17.6%

Satellite

46 0.8% 63 0.5% 37.0%

IPTV

271 4.9% 358 3.1% 32.1%

Total

5,564 100.0% 11,689 100.0% 110.1%

Note: Broadcast DTV STB include those for transit mobile DTVs.

source: ccid consulting, July 2008

STB focus mostly in China's developed, urban areas.

STB sales are mostly focused mostly in China's more urban areas of the North, East and South regions, which have the benefit of more advanced economies, larger populations, and more developed SARFT specifications. (SARFT stands for China's State Administration of Radio Film and Television.) In 1H08, cable DTV users in Guangdong, Jiangsu, Guangxi and Zhejiang increased rapidly, as China's South and East regions had the largest STB shipments.

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1H08 DTB STB Shipment Share by China Region

source: ccid consulting, July 2008

For more information

Please contact us for these and other China-related data, information and products.

Unless otherwise specified, all information provided is sourced from CCID Consulting.

 
         
         
     

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