nationwide provider of digital television broadcasting “Zeonbud” tests broadcast pay package consisting of 20 channels, mostly foreign. run the package on the network across the country is scheduled for the first quarter of 2014 at a price of 35 USD. Subscriber . This «proIT» said one of the participants of the market.
worth noting that the intention to launch a paid package Victor Galic, director of “Zeonbud”, said at the end of 2012. Then start broadcasting was scheduled for the first quarter of 2013, and in a package of 20 channels were to enter RTR PKVS (Channel. Worldwide network), Discovery, Eurosport, National Geografic t etc.
Thus, unlike Ukrainian broadcasters who pay “Zeonbud” for broadcasting foreign channels will charge themselves with “Zeonbud”, ie to work on a scheme similar to cable and satellite operators. And, according to market participants, such a business model of private monopoly of the national terrestrial television constitutes a threat to fair competition in the market.
As experts suggest, to consolidate the market and eliminating competitors «Zeonbud” may take the opportunity to cross-subsidize pay package due to income received from a broadcast on Ukrainian television. Despite the fact that such actions are illegal prove in practice cross-subsidization fact extremely difficult. In addition, the competitive position of the national operator still strong and because he is in a privileged position as the state acquisition dates citizens digital tuners. So in 2012, the government allocated for the purchase of 885 thousand beneficiaries digital tuners 350 mln., However, in 2013 byudet not mastered another 300 mln. to buy the next batch of devices.
Given the current situation “Zeonbud” in the market and its ambitious plans before granting program service as a paid package, operator should significantly reduce the price of relaying signals to TV channels, said Konstantin Gritsak, Director of the Association “Ukrainian Chamber of Telecommunications”: “This should be good news for broadcasters Ukrainian».
However
questions is not only the integrity of the market competition “Zeonbud”, but in principle the legitimacy of paid broadcast channel package private national operator, as well as the displacement of the broadcasting network of domestic content. Olga Bolshakov, head of the National Association of Broadcasters, said legitimate reasons for the spread of pay-packet at “Zeonbud” today there is no : «The only legitimate way to legalize such activities – to undertake a competition by the National Council on TV and radio. But at a time when many Ukrainian broadcasters to the licenses are not able to continue broadcasting in digital format, for such a contest you need to make changes in the national development plan teleradioinformatsionnogo space of Ukraine. These changes should be clearly stated that the National Council considers inappropriate the further development of national television and now the priority will be the content of television programs, which would allow them to sell ».
According to Olgabol’shakovoy such changes will be appealed to the Ministry of Justice and the court, as the main principle of the state policy in the field of broadcasting is the principle of protection against the spread of the programs and domestic production. “So I think « Zeonbud “selects any less legitimate, but a simpler way of commercialization of terrestrial television. Once it is known for their choice, and it will be possible to offer proper protection strategy Ukrainian television” – said the head of NAB.
Meanwhile, in the National Council on TV and BP have been familiar with the plans “Zeonbud” and do not share the concerns of market participants. The commentary «proIT» Vladimir Manzhosov, chairman of the National Council, noted that today exists as legislative and technical feasibility of broadcasting payware national operator. “In favor of this idea, says the importance of the social function of the provider to ensure that residents living outside the major population centers, and developing cognitive channels” – said Vladimir Manzhosov. However, the chairperson of the National Council confirmed that paid for the broadcast channel package “Zeonbud” will need to amend the license of a provider that can make a National Council.
Furthermore, Larisa Mudrak deputy head of the National Council, in comments «proIT» stressed that he sees no threat to the domestic content of foreign channels in the paid package “Zeonbud”: “You do not forget that in the cable broadcasting today is also very much foreign channels. The same CNN, news channels and channels of global significance interested spectator. We can not also forget about it ».
According to market participants, the degree of impact on the market payware “Zeonbud” will depend on what channels will be included in the package, and whether they placed an advertisement. Assuming that the package includes popular foreign channels Discovery and Animel Planet, then surely 1.75 UAH. subscriber will not be enough to broadcast such programs without advertising. Especially subscribers of “Zeonbud” while a little, and the network – weekly. In this case, Ukrainian TV channels that already several years pay inflated rates several times “Zeonbud», will have to compete for advertising with popular foreign channels. We can assume that many of them will not survive this competition and will be forced to leave the market.
Konstantin Gritsak thinks it “Zeonbud” with pay package will increase competition and “pie” of subscriber money and means advertisers have to share is a greater number of players. “But now we can assume that worst off will be small operators that do not offer their subscribers new advanced services and obviously can not compete with the all-Ukrainian players,” – said Constantine Gritsak.
Other market participants do not see much of a threat to their business as a paid package “Zeonbud.” Oksana Ferchuk, CEO of Viasat, even welcomes increased competition in the pay TV market, “Another player in the pay-TV is certainly a positive development. This extension offers the consumer, it’s competition, which allows the market, the industry is developing dynamically. Main thing, in our opinion, that would be a new player to develop the market, offering quality content at the market price and not cross-subsidized services from other sources income (free TV) ».
Mihaelyan Anna, Head of Public Relations “Will” does not think “Zeonbud” his rival: “Our strategy is aimed at further development of bundle-offers” Internet + TV “and interactive television, so our target audience is different from the user terrestrial digital TV. As in the case of digital cable television, and in the case of interactive television, our company offers a more varied and rich content, so to talk about competition in this case is not entirely appropriate ».
In turn, most of the four largest Ukrainian media groups have not responded to a request «proIT». The press service of “Media Group Ukraine” plans “Zeonbud” commented dryly: “Any service provider has the right to build its contractual relationship with the owners under the existing legislation. Comment person’s possible intentions, which are not supported by facts, incorrect and believe, at least, premature ».
Howeveryet large platforms and operators do not have experienced all the “charms” of competition with national operator selling the package at a dumping price, the country has long been ideal process of withdrawal from the market of regional and local broadcasters. Financial difficulties, problems with obtaining or renewing licenses forced to curtail the business of domestic content providers. And hope for the support natsregulyatora they do not have. “The problem of regional broadcasting – is primarily a problem of the regional broadcasting, which has a fairly weak financial capacity, does not perform a full 24-hour broadcast and we talked about this back in 2010, at the outset of the project on the transition to digital television,” – emphasizes Vladimir Manzhosov.
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