Disappointing subscription numbers force regulator to consider key changes
The mainland is considering allowing providers of digital cable pay-television services to run commercials as part of efforts to help them survive disappointing subscription revenue.
The possible rule change - expected to take place as soon as next year - suggests the State Administration of Radio, Film and Television (Sarft) may have been too aggressive in pushing digital cable pay-television services.
The agency wants to have 30 million subscribers on the mainland by next year, but there were just 201,000 at the end of last year, according to Media Partners Asia. It had targeted one million viewers by the end of last year.
According to sources close to Sarft, slow subscriber growth for the services in large cities such as Beijing and Shanghai had alarmed the agency and triggered the proposed change. A Sarft spokesman declined to comment.
It is estimated that Shanghai Cable has just 10,000 subscribers. Chinese Central Television, which had planned to launch pay-television operations this month, has delayed the start after signing up fewer than 10,000 subscribers in Beijing.