
by Craig Stephen
All Pay-TV operators face the challenge of putting on content that viewers are willing to pay a premium rate for. In
China that task is all the harder when an ocean of cheap or free pirate content is out there.
But if there is one programme that is surely a dead cert in
Asia, it is English Premier League (EPL) soccer that is beamed from Beijing to
Bangkok, primetime to avid fans every Saturday and Sunday night.
That fervour was in evidence this week as Manchester United takes their sold-out Asian soccer tour from Macau to
Guangzhou, after kicking off to packed stadia in Japan and
South Korea. These fans at least, need no David Beckham style conversion. Also appearing in the Man U line-up is China striker Dong Fangzhou, back early after
China’s disappointing elimination from the Asia Cup.
But reports from journal TV Sports Market say Chinese digital Pay TV outfit Win TV who paid $50m for the EPL rights for the next 3 seasons could struggle to recoup its fee.
The problem is Tianjin,
Beijing and some other major urban areas are still refusing to allow any charging for digital television packages.
Some of this could be noise behind negotiations. Win TV have been looking to charge Chinese EPL fans US$24 a month which will come as a shock when analogue cable rates are US$2-3 a month.
These regulatory minefields illustrate some of the challenges facing
China as it moves to a digital era. As well as infrastructure, viable business models are needed to move content onto legitimate platforms at reasonable price points.
US$24 a month in
China for EPL will likely be a red rag to pirates.
In the past
China’s 30 million plus EPL fans have been able to watch cheaply via ESPN/Star Sports who shared the rights with
Shanghai Media Group who distributed it to regional sports channels. Officially the News Corp and Disney joint venture had rights to broadcast to luxury hotels and foreigner compounds in
China, although it’s signal ended up being far more widely distributed.
For next season ESPN/Star not only lost EPL rights but also landing rights in
China from SARFT.
For many in the industry, the purchase of rights by Win TV was seen as a pivotal move – now a Chinese company had an interest protecting its content from piracy and its investment. This should set an encouraging precedent for foreign content owners too.
But depriving soccer fans of their weekly fix of EPL could be troublesome for authorities if not handed carefully.
Regulation of both Pay-TV pricing and what content can move to the digital tier is not uncommon In Asia. In Taiwan, cable prices are capped at $16-17 while in
India digital platforms also have price caps and are prevented from showing content exclusively. And sports mad
Australia has its ’siphoning rule’ to stop key sporting content moving off terrestrial channels.
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