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The DTH market in Central and Eastern Europe (CEE) has expanded at lightning speed in the last few years. Despite the first signs of consolidation, it now encompasses between 40-50 platforms, some of which have a presence in several countries.
Many of these platforms are also highly successful. Russia’s Tricolor TV, for instance, ended 2009 with 6 million customers and the distinction of being the fastest growing DTH operation in Europe; truly remarkable for a service that had made its debut only four years earlier.
Meanwhile in Poland, the long-established Cyfrowy Polsat has managed to retain the number one spot in a market served by four other platforms, claiming over twice as many subscribers as its closest rival Cyfra+.
Skylink has proved to be a revelation in the Czech Republic and Slovakia, while in Romania Dolce has become the most successful DTH platform operated by an incumbent telco in the region, and probably Europe as a whole.
DTH platforms in CEE are driving innovation in its TV industries, as well as the take up of digital services. HD channels, now widely available on DTH and cable platforms throughout the region, were first introduced by Poland’s n, quickly followed by Cyfra+ and Russia’s NTV-Plus. Now, Cyfra+ has positioned itself to be a key player in the upcoming 3D revolution, and other DTH platforms are likely to follow.
It has long been felt that some markets are incapable of sustaining a large number of DTH platforms – five in the case of Poland, Russia, Slovakia and Romania – and that consolidation is inevitable. Although it has finally started to happen – Tricolor TV, for instance being recently taken over by Gazprom –Media and Bulgaria’s ITV Partner by Mid Europa Partners – the process is slow and still in its infancy.
Arguably more advanced is the polarization in the sector between on the one hand individual, single country platforms and on the other those serving several markets. The latter include UPC Direct and its sister service Focus Sat, which have just switched to the one degree West position and come under the unified control of a newly created Luxembourg-based company; Romanian RCS/RDS-owned Digi TV, present in six regional markets; and Mid Europa’s Total TV, providing services in the former Yugoslav countries and in Bulgaria.
While Digi TV looks unlikely to enter any more markets at this stage, there is certainly a possibility that both UPC and Total TV will do so, quite possibly by acquiring existing operations. MTG has already taken such a step through its recent acquisition of a 50% stake in Russia’s Raduga Holdings.
This report, which is part of the Broadband TV News briefing series, looks at the development of digital satellite broadcasting in CEE. Focusing on the 12 largest markets in the region, and providing general overviews on the state of play in smaller territories, it includes full and up-to-date descriptions of the leading players and the services they offer.
Given the dynamic and fascinating nature of the sector, it should prove an invaluable reference tool for anyone interested in digital satellite broadcasting and the CEE region’s TV industry as a whole.
Published June 2010
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