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Asia Pacific TV

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Asia Pacific TV

“ At end-2015, the Asia Pacific region will have more than 400 million digital homes; triple the end-2009 figure.
Adam Thomas, Research Manager, Informa Telecoms & Media ”
Our analysts have just completed the first of our market-leading set of regional TV market forecasts and analysis. These look forward
over the next five years and provide a valuable insight into the varying patterns of change within the TV markets of each country.
Informa Telecoms & Media forecasts show that the Asia Pacific region will have 784 million TV households by 2015 and pay TV
will increase to more than 400 million subscribers by that time. This research report will give you access to our highly granular TV
forecasts and in-depth analysis of all the important developments in the Asia Pacific broadcast markets.

What’s new in this year’s edition: This research is an essential resource for:
• Comprehensive forecasts to 2015 – including penetration rates • TV operators – learn more about how the experience of Asia
for triple-play and new operator specific forecasts Pacific TV can fit into your business strategy
• Secondary set analysis – for a full picture of multichannel • TV set manufacturers – find out where new technologies are
penetration gaining traction
• The most up-to-date, crucial information – enabling you to • Investment Banks – gain valuable insights into which countries
maximise your opportunities within the region will enable you to maximise your investment opportunities
• Market movements – new quick guides to the key developments • TV content owners – discover the strategies your competitors are
in each country using and find out valuable insights into Asia Pacific viewing patterns
• Country-by-country analysis – for 16 key territories, including • Analysts, legal and financial – use our forecasts, historic data and
the Indian and Chinese markets independent analysis to build your knowledge of this region and to
• TV sets per household – what is the full extent of your target identify where your own expert knowledge may be required
market? • Broadcast technology companies – as a fast-growing region,
the Asia Pacific offers important new revenue streams. .

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Asia Pacific TV
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About the analysts
Informa Telecoms & Media’s team of analysts are based on the ground throughout the world and includes a dedicated in-house
team of specialist forecasters. Together by analysing the key drivers and dynamics of each market they provide a comprehensive
and accurate picture of the entire global TV marketplace.

Adam Thomas, Media Research

Manager, Informa Telecoms & Media
Adam Thomas is the Media Research
Manager within Informa Telecoms &
Media’s Industry Research division,
responsible for Informa’s output in the TV
sector. His team is responsible for much
of the content on the TV Intelligence
Centre. Adam has published research
on the TV sectors in Asia Pacific, Latin
America, North America, the Middle East,
Africa and across Europe.
Ted Hall, Senior Research Analyst,
Informa Telecoms & Media
Ted Hall is a Senior Research Analyst in
Informa Telecoms & Media’s TV reports
team. He has analysed all aspects of the
TV industry and has covered countries in
all the geographical regions. His areas of
expertise cover some of the world’s most
active and lucrative markets, such as the
US, UK and Japan.

Adrian Reynolds, Media Research

Analyst, Informa Telecoms & Media
Simon Molony, TV Analyst, Informa
Telecoms & Media
Adrian Reynolds joined Informa Telecoms &
Media in February 2010 as a Media Research
Simon Molony joined Informa Telecoms
Analyst. His primary area of research is the
& Media as a TV analyst in 2009. He writes
TV industry, covering topics including cable,
country profiles for the TV Intelligence
satellite, IPTV, mobile TV, HDTV and TV
Centre, focusing primarily to date on the
advertising. Additionally, he focuses on region-
Western Europe, Asia Pacific and Latin
and country-specific organizations and TV
America markets. He also contributes to
networks. His research covers a wide range
the Digital TV and Television Business
of countries providing updated information
International yearbooks.
for the Intelligence Centre, Digital TV and
Television Business International yearbooks.

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ASIA PACIFIC TV
18 June 2010
Adam Thomas

The Asia Pacific region will have 784 million TV households by 2015, an increase of more than 94 million
compared to 2009. TV households have an average 1.4 TV sets per home, leading to well over 1.1 billion sets
across the region by 2015.

Of the 784 million total, 43% will subscribe to cable (both analog and digital). This puts it well clear of the
second-placed platform - DTH with a 9% share, which is being boosted by strong growth in India. Some 33%
of TV households will take only analog terrestrial signals by 2015. These 259 million homes show that
subscription and digital systems will still have plenty of room for growth beyond the forecast period.

Pay TV will have more than 400 million subscribers by 2015, generating revenues in excess of US$40 billion.
In addition to good progress from the regional giants China and India, strong pay TV subscriber growth will
also be experienced in emerging markets like Vietnam and Indonesia (see fig. 1).

Fig. 1: Asia Pacific, pay TV growth markets 2009-2015

Despite lower pay TV subscriber growth than most of its regional neighbors, Japan‟s higher ARPU level
means it remains dominant in revenue terms, accounting for 31% of the region‟s pay TV revenues in 2009.
This share will fall to 29% in 2015, mainly at the expense of China, which is catching it up fast and will be just
behind, also with a 29% share, in 2015 (from 20% in 2009).

The region‟s big success story of recent years has been the growth of pay DTH services in India. India
overtook Japan as the region‟s leading DTH market in 2008 and by 2015 will account for 63% of the region‟s
DTH subscribers. This trend is reflected in Informa‟s operator forecasts for 2009-2015, with five Indian DTH
operators expected to add more than 20 million subscribers between them in that period – led by Reliance
with a 6 million increase (see fig. 2).

www.informatm.com © 2010 Informa Telecoms & Media

Fig. 2: Asia Pacific, top 10 pay TV operators by forecast subscriber growth, 2009-2015

There are increasingly positive signs for digital TV in the region. Competition between the platforms is
intensifying – which has pushed digital upgrades up the agenda of many operators. Informa Telecoms &
Media is therefore forecasting that a 21% digital TV penetration rate at end-2009 will increase to 54% by end-
2015. By 2015, digital penetration will have reached 100% in four markets, with another four expected to have
achieved a penetration rate of 70% or more.

Despite this generally positive picture, digital upgrades will not be easy to achieve in some markets. In the
cable sector in particular, subscribers are taking some convincing of the need to upgrade from analog to
digital. China‟s recent more conservative approach to media reform has also continued, meaning that the
market will take some time to reach its potential. While the Chinese government has become more cautious
on some issues, such as DTH roll out, its proactive approach to converting analog signals to digital is more
positive. It is also experiencing significant IPTV growth and by 2015 is expected to account for 45% of the
region‟s IPTV homes.

Broadband network upgrades in some territories make IPTV well-placed to become a significant rival to cable
and DTH, although it will not be a ubiquitous success. A lack of compelling content, plus insufficient network
capacity, will hold back IPTV from greater growth. This environment will often restrict it to be marketed as a
„free‟ add-on service within a multi-play bundle.

One of the advantages of a relatively late move towards digital conversion is that the region has not had to
take risks with untried technologies or business models, allowing nations elsewhere to learn these lessons for
it. However, several Asian countries have well-established electronics manufacturers and these companies
are keen to develop proprietary hardware and software not only for their domestic markets but also for the
lucrative export sector.

China overtook Japan as the region‟s digital leader in 2007 and by end-2009 took 46% of the regional total.
The sheer size of China will see it become an even-more dominant force and by 2015 China will account for
more than half (55%) of the region‟s digital homes. India will take 20% and Japan 9%, leaving only 16% - or 63
million – for the other countries in the region. South Korea will rank fourth and contribute 14 million digital TV
homes – or 3% of the region‟s total.

www.informatm.com © 2010 Informa Telecoms & Media

Average revenue per subscriber (ARPU) will increase in the short-term, as the number of services on offer –
and the subsequent tiering of channels and introduction of PPV/VOD packages – rises. But ARPU will start to
decline in some categories towards the end of the forecast period, with the impact of dual- and triple-play
bundles pushing down prices (see fig. 3). Regional ARPU will remain relatively low, but this reflects the major
influence that India, and particularly China, (where subscription fees are low) have on the region.

Fig. 3: Asia Pacific TV, pay TV ARPU 2005-2015

AUSTRALIA TV UPDATE

The number of pay TV subscribers continues to rise, with Foxtel still comfortably leading Austar
However, online and IP-based services may disrupt the pay sector – Telstra has launched a
download-based offering, Fetch TV is set to launch IPTV with local ISPs, and several other companies
have introduced online TV services
Telstra faces government pressure to divest its cable TV holdings and to sell its stake in Foxtel.
Network Seven and Liberty Global have expressed interest in acquiring its Foxtel stake
Foxtel launched HD services in June 2008 and Austar followed suit in November 2009. All national
networks are required to broadcast a portion of their content in HD
Interest in DTT remains strong, with 61% of TV households using the platform by end-2009. A free
satellite service will be launched to fill gaps in coverage. All the national networks are expanding their
digital portfolios.

1.1 Overview

The Department of Broadband Communications & the Digital Economy put pay TV penetration at 33% in early
2010. Three conglomerates dominate the pay TV sector: Publishing and Broadcasting (PBL), News Corp. and
Telstra. Each company has interests in terrestrial TV, pay TV and telecoms. The three companies are also
partners in pay TV market leader Foxtel.

Most pay TV subs take DTH, as the cable sector is small and IPTV is yet to launch. However, the market
dynamic could change in 2010. Telstra has tentatively entered the IP-based TV sector by launching a
download-based service T-Box in December 2009. It has so far stopped short of moving towards full-IPTV in
order to avoid angering its Foxtel co-owner News Corp.

Malaysian-backed Fetch TV, on the other hand, has no such loyalties and therefore looks set to push a highly
competitive IPTV service. In partnership with local ISPs, it is reported to be going after crucial content, such as
the Australian Rules Football (AFL) contract for 2011-2016.

www.informatm.com © 2010 Informa Telecoms & Media

In September 2009, the government announced its intention to split dominant telco Telstra into two separate
entities to increase competition. Telstra was informed it would have to divest itself of its cable TV holding and
separate its wholesale and retail businesses.

While the reforms are technically voluntary, Telstra faces stiff penalties for refusing to cooperate; including the
government preventing the company from acquiring new wireless broadband spectrum. As a final assurance
for compliance, the government has threatened to, if necessary, pass legislation forcing the reform on Telstra.

A relaxation in media legislation in 2007 ended foreign and cross media ownership restrictions. Previously a
free-to-air channel owner could not also control more than 15% of a newspaper in the same city, and vice
versa. Foreign companies were restricted to a 15% stake in a broadcaster or 25% of a newspaper. The
relaxations allow media companies to own up to two of the three media assets (TV, radio or print) in the same
region.

Another review of the terrestrial sector is set for 2011. The government is concerned that, with content moving
online, “many regulations are out of date already and others soon will be”.

Those with interests in pay TV continue to voice their opposition to the „anti-siphoning‟ list, which prevents pay
TV providers from securing exclusive rights to listed sports events. News Corp. has called the anti-siphoning
regulations a “protection racket” for the commercial networks. News Corp has also criticized the government‟s
decision to allow the commercial networks to offer one extra DTT channel, thus creating more competition for
Foxtel.

While the anti-siphoning list will continue, one change to it could benefit Foxtel. Terrestrial broadcasters can
still acquire rights to major sporting events before pay TV operators, but the 2007 regulation changes
introduced a „use-it-or-lose-it‟ clause to prevent the terrestrials from buying rights on the list but not fully
screening them.

DTT was in 61% of households (including homes using it as a secondary service) by end-2009. Uptake was
boosted when services relaunched under the Freeview banner in November 2008.

Fig. 1: Australia, split of TV households by platform, 2003-2009

www.informatm.com © 2010 Informa Telecoms & Media

Asia Pacific TV
Report contents

New Report format: designed for sharing. Delivered as a convenient set of PDF, XLS and PPT files, this new format report is designed to provide you with
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Executive Summary (Powerpoint) Brief
colleagues with a complete overview of findings
in a clear, concise presentation. The file includes
re-usable trend analysis, charts and graphs.
Reports (PDF) A combination of individual
reports, profiles and overviews containing
complete analysis of the research topics
and markets covered, and integrating all
the key data.
Forecasts (Excel) Data and charts offering
the most comprehensive and accurate
assessment of the market now and in the
future – an ideal foundation for your planning
models and processes.

EXECUTIVE SUMMARY
REGIONAL REPORTS (PDF): PRESENTATION (POWERPOINT) FEATURING:
• Summary • Asia Pacific TV overview • Key regional factors
• Forecasts • Asia Pacific TV: Good news • ARPU (Average revenue per user)
• Cable/MMDS • Asia Pacific TV: Forecasts (2015) • Asia Pacific: Pay TV ARPU patterns
• Digital Pay DTH • Pay TV revenues by country • Digital progress
• IPTV • Selected pay TV operators • Digital TV penetration of TV households
• DTT/Free DTH

FORECASTS AND HISTORICAL MARKET DATA (2005-2015)

SPREADSHEET (EXCEL) FEATURING:
TV COUNTRY FACTSHEETS TO END-4Q09: • Pay TV subscribers as a % of TV households • Digital cable TV revenues: Triple-play subscribers
• Split of TV households by platform • Pay TV subscribers • Digital cable TV revenues: Dual-play subscribers
• Multichannel market share by major operator • Monthly IPTV ARPU • Digital cable TV revenues: stand-alone subscribers
• Ownership structures for the main pay TV operators • IPTV: Triple-play ARPU • Digital cable TV revenues
• Broadband subscribers • IPTV: Dual-play ARPU • Analog cable TV subscription revenues
• Audience share by channel • IPTV: Stand-alone ARPU • Digital cable TV subscribers as a % of TV households
• Mobile subscriptions by operator • IPTV: Triple-play TV revenues • Digital cable TV: Triple-play subscribers
• Digital Terrestrial TV • IPTV: Dual-play TV revenues • Digital cable TV: Dual-play subscribers
• Households converted to digital by region • IPTV: Stand-alone TV revenues • Digital cable TV: Stand-alone subscribers
• Share of primetime viewing by channel • IPTV revenues • Digital cable TV subscribers
• Top ranked programs 2009 • IPTV: Triple-play households • Analog cable TV subscribers as a % of TV households
• Top ranked regular programs 2009 • IPTV: Dual-play households • Analog cable TV subscribers
• Ownership structures for the main channels • IPTV: Stand-alone households • Cable TV subscribers as a % of TV households
• Gross advertising spending for commercial TV networks • Primary IPTV households as a % of TV households • Cable TV subscribers
• Share of advertising revenues by commercial TV networks • Primary IPTV households • Digital Free DTH TV households as a % of TV
• Total IPTV households as a % of TV households households
ASIA PACIFIC FORECASTS BY COUNTRY, 2005-2015: • Total IPTV households • Digital Free DTH TV households
• Asia Pacific TV forecasts • Monthly digital DTH ARPU • Pay Digital Terrestrial TV revenues
• Pay TV subscribers by operator • Digital DTH revenues • Total Digital Terrestrial TV households as a % of TV households
• Monthly pay TV ARPU • Digital pay DTH homes as a % of TV households • Total Digital Terrestrial TV households
• Pay TV revenues • Digital pay DTH households • Primary Digital Terrestrial TV households as a % of TV
• PPV/VOD revenues • Monthly cable TV ARPU households
• IPTV VOD revenues • Monthly digital cable TV ARPU • Primary Digital Terrestrial TV households
• Digital pay DTH PPV revenues • Monthly analog cable TV ARPU • Primary Digital Terrestrial TV households
• Digital cable VOD revenues • Cable TV revenues • TV sets per household
• Subscription revenues • Digital cable TV: Triple-play ARPU • TV sets
• Digital TV households as a % of TV households • Digital cable TV: Dual-play ARPU • TV households as a % of households
• Digital TV households • Digital cable TV: Stand-alone ARPU • Households
• Population

PROFILES OF 16 COUNTRIES
COUNTRIES COVERED BY THE ASIA PACIFIC TV REPORT: INCLUDES FORECASTS FOR 14 COUNTRIES:
Contents: • India • New Zealand • South Korea • Overview • DTT
• Australia • Indonesia • Pakistan • Sri Lanka • Pay TV platforms and operators • Online TV and video
• China • Japan • Philippines • Taiwan • IPTV • TV viewing and programming
• Hong Kong • Malaysia • Singapore • Thailand • Mobile TV • TV advertising
• Vietnam • Forecasts

Please note: Contents correct at time of printing. For a full table of contents visit www.informatm.com/asiapacifictv
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