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Business Pitch: How to profit from Taiwans digital TV deficit

Jun 12, 2008
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Category: Entrepreneurs, Ideas, Media, Taiwan Tags: , Business Pitch, Digital, HDTV, Taiwan, Television The Business case for selling a new type of digital TV box in Taiwan

Having left journalism to take up business development with one of Asias more successful serial entrepreneurs, Im always on the lookout for new business opportunities. This idea strikes me as quite complex to accomplish alone, but too compelling to drop. For that reason, I wrote it up and now share the idea here online in the hopes of feedback or who knows potential partners. What do you think? Executive Summary: Taiwan companies export most of the worlds large flatscreen televisions, but Taiwanese buy relatively few. Why? Taiwan television is bad. Really bad. Hampered by regulations, cable companies in Taiwan have no incentive to invest in compelling content or

Hampered by regulations, cable companies in Taiwan have no incentive to invest in compelling content or develop new distribution models. Stuck in the 1990s, Taiwan suffers one of the worlds biggest digital TV deficits. Taiwans digital TV deficit is so great that it may actually offer a business opportunity. For my full idea, please read below the fold. The Business Case for Selling a New Type of Digital TV box for Taiwan June 10, 2008 By Thomas Crampton

Taiwan is one of the worlds most high tech and developed places - A population of 22 million with GDP per capita of around US$15,500 makes Taiwan an attractive consumer market. - Taiwans broadband penetration ranks in the worlds top 20, according to the ITU. - Taiwan companies supply the world with everything digital, from laptops to flat screen televisions. - The Taiwan government has long nurtured high tech ambitions, with a current goal of making Taiwan the WiMax capital of the world.

Taiwan cable television penetration is among the highest in the world One of the first markets in Asia to liberalize pay-TV, Taiwans cable penetration has increased from 17 percent of households in 1990 to nearly 90 percent today, according to Media Partners Asia.

Yet digital television virtually does not exist in Taiwan Digital delivery of television, which allows High Definition TV, movies on demand, pay-per-view, etc barely reaches six percent of the population, according to CASBAA. Irony alert: Almost nobody in Taiwan is able to use the HDTV sets so successfully exported by Taiwans manufacturers. Why do Taiwan cable companies invest so little in digital TV? No incentive. The national government restricts Taiwan cable operators to subscription fees of roughly NT$500 (US$18) per month. Local officials further influence pricing, with the Taipei mayor recently making lower cable fees part of his election platform. Faced with dismal returns, Taiwans cable companies invested an annual average of US$68 per household, compared with US$230 in Hong Kong, US$281 in Singapore and US$605 in the United States, according to CASBAA. Why are Taiwan TV programs so bad? There are more than 100 channels, but no way for cable operators to charge a premium for special programs. The only hope is to make everything cheap, mass market and hope to sell advertising. As a result, all cable operators offer a very similar set of programs. Government regulations inhibit selling premium-priced bouquets of special channels. Subscription restrictions mean that revenues at cable companies are roughly 70 percent from advertising and 30 percent from subscription, I am told.

What is the market context for Taiwans cable companies? Taiwans cable companies have divided up the market with little geographical overlap. The top 3 players control a 60 percent market share, according to the Government Information Office. Private Equity, of course Taiwans top 3 cable players received investment from private equity investors in recent years: CNS: Former Carlyle Asia chairman Michael Kim bought a 60% stake for a reported NT$30.9 billion in 2006. KBRO: Carlyle Group acquired KBRO in 2006. TBC: This month (June 2008) Macquarie Korea Opportunities Fund (MKOF) is set to buy Macquarie Media Groups 60% stake in TBC for $400 million. This is a 34% rate of return from the two years of MMG ownership. Stagnant revenues While private equity investors streamlined internal operations, there seems to be little opportunity for them to increase actual revenues until regulations are dropped. The average monthly fees per user in Taiwan increased 0.4 percent over 2003 to 2006, compared with a fee increase of 14 percent in Australia, 6 percent in the UK and 5 percent in the United States, according to CASBAA.

What is Digital TV state of play? The major cable companies have nascent digital offerings with 20 to 30 thousand subscribers, but the government-owned Chunghwa Telecom claims the largest number of set top boxes. How many people really use Chunghwas digital TV? Claiming roughly 400,000 boxes so far, Chunghwa hopes to reach 1.2 million homes by the end of this year, thanks to their exclusive rights to broadcast the Olympics online. The only way for people in Taiwan to watch the Olympics in High Definition will be through Chunghwas service. Based on calls to consumers in Taiwan, however, I really wonder how many Chunghwa boxes are actually operational. One consumer I called described the Chunghwa broadband installer as insisting that he leave a digital TV box, even though the customers television was too old to use the service. But I am not permitted to bring the box back to the office, the repairman told the customer. That box now sits unopened in the original packaging. What does Chunghwa offer consumers? Chunghwas offering, called MOD, costs NT$89 per month, with the NT$800 installation fee waived for a 12month contract. You get 14 channels for the basic subscription and then a range of other channels if you pay more. The extra channels heavily promote their adult content. Unlike Taiwans cable companies offerings, you can select specific channel subscriptions and even order movies on demand. Movies range from free to NT$20 to NT$90 for recent hits. So where is the business opportunity? So long as the restrictive regulations remain in place, Taiwans broadband-enabled households have televisions stuck in the analog era. How do you bring digital TV without being a digital cable company? Theres a number of boxes, but none I know designed to suit Taiwans exact situation. You would need: Timeshifting: A digital video recorder such as TiVo could record the 100 cable channels and allow for a later viewing of the content, a sort of video on demand. On Demand: Additional content could be brought in through a system similar to Vudu, which downloads movies, TV shows and HD films over broadband. Wireless: Wimax, being pushed heavily by the government, could offer a wireless route for downloading content, while Fon routers could be another. Or, to simplify things, the box could be

downloading content, while Fon routers could be another. Or, to simplify things, the box could be hooked up to a regular broadband connection by wire. Transactional: E-commerce should be built in, so that revenue could continue after selling the box. Cheap: It must be cheap. Super cheap. Preferably US$20 to the consumer (perhaps with subscription to make up the remaining cost). What content? One difficulty is cutting deals with content providers, who usually work on a geographical basis through agents. If the device were left open to show any program on the Internet, users could watch any program available online. More and more US programs are available through the web, for example. Or perhaps you work with Hulu or Joost, providing them with a direct link to Taiwans television sets. The sales pitch You must convince consumers that in addition to their cable subscription they should buy a box. In order to make the box business worthwhile, there should be a subscription or way to encourage further purchases. The danger! One inherent danger with this project is, of course, that government regulations change and cable companies can install digital boxes. Presumably they have already put the infrastructure in place for this to take place quickly. The recently elected government of Ma Ying-Jeou has promised economic reforms and deregulation, but taken no steps on the cable TV so far. On the other hand, such a device might be applied to other markets with similar problems and with similar potential demand. China and India come to mind. What are your thoughts? This is an open business pitch. If you have any further thoughts, refinements, ideas or desire to develop, coinvest or partner, contact me. Update: Paul Denlinger at ChinaVortex suggests looking at: 1- Gaming company Shandas launch of Ezpod with 1,000+ systems engineers at the height. Test launched in Yiwu flopped, leaving retailers stuck with unwanted dead boxes. 2- TiVos Taiwan launch could have some useful lessons. Here are Tivo Taiwan advertisements. Bill suggests looking at Gigamedia, which may have been doing something similar before they switched from broadband/convergence into a gaming company. You might also like: IPTV service for Taiwan and China? New Google dictionary defines China as Taiwan Can Taiwan change China?
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Michael Turton

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Excellent and insightful post. I think your perceptions here drove both the purchase of TBC by Macquarie (from Carlyle) and Carlyle's own acquisition of KBRO nee Eastern Multimedia. I have to agree with Corbett -- Taiwanese love their shitty TV. I'd be curious to see if HDTV and premium services can overcome the stinginess of all the elderly parents dominating TV vewing in so many homes. One "in" there might well be children's programming. And with prices like you propose, I might finally get cable. Can I watch my Browns on it? Michael
3 years ago Like Reply

corbett

Hi Tom, I'm actually in Shanghai these days! If you plan to be here anytime soon it'd be fun to chat. When I was running an entertainment and media company in Taiwan 10+ years ago, we worked a lot with CHT, as well as EBT, TVBS, Sanli, and some others. They've been talking about HD and MOD since back then! Go figure this: Taiwan Gas was even considering running fiber along all it's gas lines to compete with CHT. CHT finally got MOD out on the market after years of infighting corruption and expense. SoNet started with a media push concept Then China Trust and KG investments puts together their debacle Gigamedia and hollow about 400mill

out of that Then the whole three card shuffle of EBT getting bought by Carlyle for whatever ridiculous amount, something like 700mill There's a bunch more. I saw the same pattern happen with the music industry. The bait and switch, take the money and run, leave the industry dead. I guess what I'm trying to say is that media in Taiwan is notoriously shortsighted, and they've had plenty of opportunity to get things right (Yes, Taiwan can get things right if they really want to), but have always taken the money and ran with it. Also, cable is completely run by the mob. MTV ran away. HBO is on again off again. It's just another form of white collar extortion for the gangsters. CHT is well aware of this, and this is probably why they keep plugging away, but they are the govt, and need to plug away, and their pockets are endless. If it were run as a profit center, they'd've also pulled out years ago. So how does all this link up with customer satisfaction? I believe the vast majority of Taiwanese still like to watch what's on TV and don't see anything wrong with it that needs to be fixed. The providers are all aware of this, and will do as little as possible to improve. Why bother? How do you sell a better mousetrap to people when they don't mind mice running around their house? What will more than likely happen is that you will eventually see all the same bad content in HD, so you can watch feathered dancers and guys stuck to a velcro wheel, and half naked girls playing pool or throwing water balloons at each other on a plasma screen in excruciating detail. It's just like the line of guys I've seen who play Taiwan taxi music on their audiophile custom tube amp sound systems. Technology improvement didn't necessarily improve their tastes. Same goes for the record industry. The shift to 24bit digital with super duper a/d convertors didn't make for better Mandocrap music, just 24bit even clearer Mandocrap music. Anyway, I do enjoy the posts. Keep it up! And yes, Apple Daily did come in and wipe up. They sensed a need from consumers for sensationalism like in HK, and they ran with it. Still the medium of distribution was the same and they didn't make a technology jump. It was just racier print journalism. The corollary in our discussion would be more like adding a Playboy Channel to the cable operator's selection rather than changing the delivery, payment, and technology methods.
3 years ago Like Reply

thomascrampton

Corbett, I do totally disagree with your notion that people need dissatisfaction to switch to something new. There are so many examples: It was not a lack of satisfaction with horse buggies that invented cars. Look even at Taiwan media market: People were pretty happy with their newspapers until Apple Daily arrived. Now, the China Times blames Apple Daily's success for their recent downsizing. My concept might not be correct, but I would not judge it from whether people think they are happy with their current TV offering. That said, I am in Taipei tomorrow and would enjoy discussing this further if you are free for a coffee!
3 years ago Like Reply

corbett

Having lived in Taiwan since 1988 and a part of the media industry for many of those years, I can say with confidence that most Taiwan people aren't relly dissatisfied with their TV programming, and actuall like what we call "bad programming." Here's a clip from a column I usd to write for the local English language newspaper. http://www.3q2u.com/words/intu... One thing you didn't account for in this plan is whether the people are really dissatisfied with what they are getting, even if it often is unbearable to a Westerner.
3 years ago Like Reply

Andrew

I find that this phenomena is widespread throughout Asia. Hong Kong, for example, just this year launched digital TV and HDTV. I think it's a poor attempt though because only one channel is broadcast full-time while the other only shows from 7pm till 11pm. Moreover, these two HD channels don't always show HD shows. I think the problem is that more TV shows need to be shot in HD here.
3 years ago Like Reply

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IPTV service for Taiwan and China? - Thomas Crampton 06/30/2008 04:15 AM [...] I pitched this business idea about a week ago in a blog post, I received numerous emails of encouragement ...
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About Me Thomas Crampton was a correspondent for the International Herald Tribune and The New York Times for more than a decade, reporting from five continents, writing a column on Asia and covering Asian politics, economics and culture. Currently based in Hong Kong, he writes here about China, the Internet and New Media seen from Asia, while also advising companies on digital communication strategies. For more information click here... This work is licensed under a Creative Commons Attribution 3.0 Hong Kong License Developed by Oursky Limited