LeTV Launches RMB 399 Smart TV STB
Sina Tech, 12/19/12
Chinese online video and Internet TV content provider LeTV (Leshi) (300104.SZ) yesterday unveiled its LeTV C1 internet TV set-top box, featuring a 1.5GHz dual-core processor, in partnership with the broadcast and control platform of CCTV's national online TV station CNTV. LeTV has already made prototypes available and will begin sales in the near future.
LeTV has adopted a "RMB 0+399" pricing strategy, offering the C1 STB for RMB 0 to customers who purchase a RMB 399 one-year LeTV content subscription package, which includes access to LeTV's film and TV archives, including 1080P HD, 3D HD, Dolby Surround Sound, and exclusive sporting event content. Users can choose whether to renew their subscription the second year, and those who do not will still receive lifetime access to LeTV's free content.
LeTV previously released its T1 STB, priced at more than RMB 1,000. Yang Fang, LeTV's newly-appointed senior VP, said the pricing was intended to position LeTV has a high-end brand and foster user adoption, and that now that the smart TV STB market is rapidly maturing, LeTV aims to quickly capture significant market share with its zero-cost hardware pricing strategy and rely on content and advertising to generate revenue.
Editor's Note: For more background on this topic, please see "LeTV to Release TV STB Next Month" MD 11/14/12 issue.
Keywords: hardware pricing television LeTV Internet TV set-top box CNTV 300104.SZ smart TV Leshi Yang Fang
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