The digital television market is expanding in China and a larger number of consumers are leveraging the benefits of network and media convergence and the convenience of video on demand. In fact China digital TV, which is stated to have been the focal point of such growth, has installed its conditional access systems at more than 300 digital television network operators across mainland China.

In an ongoing effort, the provider of conditional access systems claims that it has reached an agreement with Heilongjiang Broadcast Television Network Co. Ltd, which is expected to deploy China Digital’s Super VOD (video-on-demand) system in China's Heilongjiang Province, located in the Northeast of China at the northernmost end of the country.

Initially, VOD will be deployed in the city of Harbin, which is stated to have one million cable users. Subsequently, it will be extended to the rest of the Heilongjiang province, which is stated to have four million users.

"By building out intelligent, multi-functional and multimedia features, this cooperation will make an important contribution to the transition of cable TV to interactive TV for users in Heilongjiang, and will significantly improve the quality of our services in the province," noted Dong Li, president of China Digital TV.

The Super VOD platform will allow cable operators to offer interactive TV coverage without the need for heavy investment in two-way network reconstruction or replacement of set-top boxes. This is expected to significantly increase the company’s competitive edge.

China Digital TV's Super VOD system has already been deployed in Zhangzhou, Fujian, Guizhou and other provinces.

Stated to be a leader in China's broadcasting and television industry, China Digital TV, according to Li, has been focusing on innovating its value-added services to address the challenge of China's three-network convergence.

The planned network convergence project is expected to enable telecoms and broadcasting companies in China to deliver Internet Protocol Television, mobile TV, and telephone and Internet services over a unified network, and the current effort is viewed as a movement in that direction.