The Countermeasures of Improving the Willingness to Pay for the Pay Channel

Abstract

Along with common use of the digital technology, the development of digital television industry has become the trend of the world. In July 2003, the State Administration of Radio came up with the conversion concept of digital television and approved 33 cities as the first batch of cable digital TV pilot. Since then, the number of cable television subscribers in China has been growing at a high speed, according to the data of the State Administration of Radio and Television. Until the end of January of 2011, China’s digital cable TV users has exceeded 90,000,000, reaching 90,392,000. The degree of wired digitalization reached 48.26%. (The basic users of cable TV were 187,300,000. China digital cable TV users increase steadily, and the level of cable digitalization rises steadily. However, the development of the digital pay channel of China is not so satisfactory. We should pay attention to some problems, for example, the purchase intention of pay channel is not so high in China. Here we are going to summarize the reason that the purchase intention of pay channel is not so high. Besides, we are going to try to find out the countermeasures.