As part of its digital TV line-up, the station is expected to introduce channels dedicated to the coverage of the Olympic Games and other sporting events. However, media specialists have questioned the move, pointing to the limited penetration of digital TV in China and the high cost involved in acquiring digital set-top boxes, which can reach up to Rmb 1,000 (US$120).
ZenithOptimedia vice-president for strategic resources, Zoe Tan, said it was unclear whether CCTV would allow advertising on the digital pay-TV channels. "In principle, pay-TV should not carry commercials. The audience is already paying for what they choose to watch. Pay-TV should not be managed in the same way as a commercial TV station."
"Digital TV's penetration is still very limited. Although set-top boxes can be installed to convert digital signals into analogue, the picture quality won't be guaranteed. The move by CCTV makes strong political sense for the channel, more so than anything else. CCTV is getting the (digital TV) infrastructure in place for the future."