Transcript DTV Development in China

DTV Development in
China
Guo Ke
DTVIA
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Review of DTV development in China
Preview of DTV development in China
Chinese DTV development strategy
Challenges
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Review of DTV Development in
China
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Initialization phase —— mid 80’s
R&D phase —— late 80’s ~ mid 90’s
Intensive attention & promotion
phase by the government and
industry —— late 90’s ~ now
Industrial preparation and the
current status
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Standardization
Development and industrialization of the
products
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Review of DTV Development in China
Initialization phase —— mid 80’s
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In 1985 some survey and research projects were carried
out around in China by some universities, research
institutes and corporations, from which the output is
so called “Digital Processing Television” (DPTV) which
is based on the chips from foreign companies. During
this phase the most important result is the preparation
of people and capabilities for the future research work.
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Review of DTV Development in China
R&D phase —— late 80’s ~ mid 90’s
For High Definition TV
 In 1989 the “HDTV Soft Science Expert Group” was set up
by the former National Science Committee.
 In April 1993 the “HDTV Strategy Research Expert
Group”，and spent several years on prequalification
and preparation.
 In May 1996 the research on HDTV functional prototype
was started.
 By the end of 1998 the first HDTV functional prototype
had been finished.
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Review of DTV Development in China
Intensive attention & promotion phase by the
government and industry —— late 90’s ~ now
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In early 1999, the “National DTV Research Development and
Industrialization Leading Team” was founded and led by Mr.
Zeng Yanpei, the Vice Prime Minister and Director of
National Development Planning Commission. The current
members come from the National Development and Reform
Commission, MOST (Ministry of Science and Technology), MII,
State Bureau of Quality Technical Supervision and SARFT.
– Coordinate and formalize the development of Chinese DTV
industry.
– Organization
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Standardization system of DTV
Promotion schedule
Mission of development
Planning and policies
– MII also set up a “DTV Industry Development Special Team” in
order to push the progress of DTV industry development in
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China.
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Review of DTV Development in China
Intensive attention & promotion phase by the
government and industry —— late 90’s ~ now
Achievement of China DTV Industry over the past four
years:
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Setup the overall strategy of DTV development in China:
independent standardization and cable-based
implementation；
Active standardization works by local corporations and
institutions；
The experimental broadcast of HDTV for the 50th
National Day Ceremony in Beijing in 1999 by using selfdeveloped equipments.
Starting from 2001, DTV terminal testing lab and DTV
system testing lab were set up in the testing areas of
Beijing, Shanghai and Shenzhen；
Prepare an environment for local manufacturers to
develop DTV products as well as for industrialization.
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Review of DTV Development in China
Industrial preparation and current status standardization
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Standards of transmission systems:
– DVB-S: has been accepted as a national standard.
Home reception is still under discussion by the
State Department;
– DVB-T: independent R&D work has been carried out by
domestic research institutions and several proposals
have been submitted;
– DVB-C: national standard is prepared based on the
published National Cable TV Industry Standards.
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Other standards:
– Signal Encoding Standard, Conditional Access
Standard, Terminal Performance and Functionality
Standard, Interface Standard and Middleware Standard
have already entered their finalization phase.
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Review of DTV Development in China
Industrial preparation and current status – product
development and industrialization
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Local industry has made rapid progress in the
area of digital TV transmission, cable frontend system, conditional access, middleware,
STB, DTV receiver, MPEG decoding chip, video
processing chip, HDTV tube and optical engine.
Digital Picture TV and SDTV/HDTV products by
Changhong, Konka, Xoceco, TCL and West Lake
have already been put to the local market as
well as the foreign market.
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Preview of DTV Development in China
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Transmission method and market
initialization
Business development
Estimation on the market and
industry scale
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Preview of DTV Development in China
Transmission method and market initialization
Among the three DTV transmission methods that can be used
in China,
 DVB-S will not be widely implemented in a short time as
restrained by the current policies;
 Due to complexity in technology, difficulty in
implementation, and lack of business models, DVB-T is
not ready to be widely implemented. (Standardization
problem)
 DVB-C comes with inherent advantages such as good
signal quality, low cost, high security level and a
convenient subscription system. (more than 100 million
users in China)
It is widely accepted that DVB-C should be the
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entry point of China DTV
DTV
industry and market.
Preview of DTV Development in China
Business Development
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The current DTV infrastructures under construction include
Streaming Media Server, Content Server, Service & Channel
Quality Management System and Task Management System.
The broadcasting methods includes Multi-program TV
Broadcast, Multiplexed Audio Broadcast, Near VOD, Program
Associated Data and Interactive Service.
DTV broadcast provides a platform for the TV stations to
provide more contents and service to meet the various
requirements of the users by adding more contents and
specialized channels.
And the requirements of the users will lead to new DTV
integrated services. As a result the huge market effect will
bring large profits to this industry.
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Preview of DTV Development in China
Estimation of the market and industry scale
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Currently
– The installed quantity of TV set in China is about 300 million.
– The number of cable TV users is about 100 million, and is
expected to grow to 120 million by the year 2006.
– The road map of DTV development in China will start from 2004,
during which year some cities will initialize the DTV market
based on cable TV;
– There will be more than 100 DTV programs by the year 2005,
– By the year 2008, the major cities in China should have
implemented the digital HDTV commercial broadcast based on DVB-T
and DVB-C, and the Beijing Olympics will be broadcasted live
worldwide with digital HDTV.
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The DTV development will also bring us new market
opportunities in the studio equipments, transmission
equipments, cable front-end systems, receiver terminals as
well as the specific ICs, software and display components.
– A market value of more than 140 billion RMB can be estimated in
2006 for DTV and related products,
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– A market value of 500 DTV
billion
RMB by year 2015.
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Chinese DTV Development Strategy
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Self-development of Chinese DTV national standard
based on existing technologies;
Initialization of domestic DTV market and industry
with standard definition and cable-based digital TV;
Construct the Chinese DTV industry chain;
The DTV terminal products will follow the policy of
“separated CA and Box”
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Main Challenges
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Limited contents
Unbalanced development of the
current broadcasting system and
the market
Technical shortage and inherent
defect of the relative industry
Lack of profitable business modes
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Main Challenges
Limited Contents
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The insufficient number of available programs has
been the bottleneck of our DTV development. It is
necessary to enhance the overall content authoring
capabilities.
Restriction from the current content control policy.
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Main Challenges
Unbalanced development of
the current broadcasting system and the market
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The reform of Chinese broadcasting and television
industry is still in the initializing phase. The new
operation system is still on the way towards market
transformation.
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Main Challenges
Technical shortage and inherent defect of the relative industry
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The domestic industries are neither strong enough, nor
well prepared for the new areas of DTV front-end,
specific IC, core software, new display components and
DTV testing equipments.
The current policies are not refined for the new
requirements of DTV product industrialization.
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Main Challenges
Lack of profitable business modes
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As a brand new multimedia service, DTV still lacks a
profitable business model after several years of trial.
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