Some people say that content rules on traditional television today, but Liu does not agree. In his opinion, most of the content on the 2,000-plus domestic channels tend to be very similar.

But in the digital TV era, Liu said, content will truly be king. The audience will pay if the content attracts them, he said.

This is one important reason why TBI is producing content prior to the distribution of set-top boxes. "We won't launch until the content is substantial and all platforms are in place,"said Liu.

Once demand within Hunan Province has been met, Liu wishes to promote digital TV content nationwide. TBI intends to negotiate with digital TV operators in each province and region and collaborate with them.

"The digital TV project shows great promise given the strength of Hunan TV," he said.