By Atkinson, Lisa
The China Business Review , Vol. 24, No. 2
During 1996, more than 950 million Chinese people spent time in front of the television. As in other countries, the future of television in China appears to be cable and satellite television. The Chinese government has formed its own satellite, pay-per-view, and cable television stations, and has created numerous joint ventures to finance or acquire programming from US suppliers like The Walt Disney Co., home Box Office (HBO), Entertainment Sports Network, Inc. (ESPN). CBS Broadcast International, and Turner Broadcasting Systems. An effort to develop educational and entertainment programming (such as games and CDROMs) for computer viewing also is under way. In 1994, Microsoft Corp. signed an agreement with Shanghai TV ' officials to create Microsoft TV, a joint venture to develop such programming for direct computer viewing.
Last year, according to industry analysts, 40 million Chinese households subscribed to cable TV services. By 2000, industry reports estimate that cable tI)Vi will reach 60 million households and nearly 300 million viewers. Recent studies conducted by the Beijing Meilande Information Co. …