News: On December 1st, the "TV New Value" of the 5th China Internet Audiovisual Conference Theme Forum - Internet TV Industry Summit Forum was held in Chengdu. The Forum focuses on the new development ideas and directions of the Internet TV industry. Focusing on the theme of “new TV valueâ€, the Forum will explore the ideological collision and wisdom blending of industrial development, practice and innovation. Luo Jianhui, Vice President of China Network Audiovisual Program Service Association, and representatives of seven licensees and industry representatives attended the event.
The forum promoter's future TV CEO Li Ming opened the poetry with the campus ballad "On the Ideal Class Composition" and talked about industrial development, opportunities, challenges, vision expectations and the responsibilities and responsibility of the licensees.
The value of video is re-recognized, and the strategic weight in the development of the network is also increasing. Internet TV has attracted many participants in the past two years and has attracted more and more attention. The industrial development space is huge and the golden era is starting. The Forum organized by the Future TV is the most widely held forum for this audiovisual conference. This also reflects the law of development of the industry, where are the outlets, where talent, resources, capital, and developers are located.
Internet TV has the unique advantage of in-depth operation, which has made Internet TV faster. The development of cable TV, IPTV, and Internet TV is a process of constantly empowering and empowering the audiovisual industry. The three major industries are constantly providing users with better services in development. Under this general trend, Internet TV has found its unique value through continuous exploration. The simple structure of OTT makes operation actions deeper and the Internet's ecological capabilities allow this public platform to introduce as many partners and development as possible. Those who can find space for different national and local subjects, plus the richness of Internet TV content, the freedom of choice, as well as good interactivity and operational extension capabilities, make this industry a platform for everyone to dance together.
The ecological value of the Internet TV industry continues to increase. At present, in the industrial chain of the Internet TV industry, the brand pattern of license providers, content providers, terminal equipment manufacturers, value-added service providers, etc. has been initially formed, and the multi-party cooperation has continuously improved the ecological value of the Internet TV industry. According to the comprehensive statistics of the China Network Audiovisual Program Service Association, as of the end of September 2017, cumulative coverage of Internet TV reached 255 million units, 156 million units were activated, and the activation rate reached 61.2%. One machine covered 181 million units and activated 1.15 units. Billion Taiwan, the activation rate reached 63.5%; OTT set-top box covers 074 million sets of terminals, activation of 041 million sets of terminals, the activation rate reached 54.4%.
Li Ming said that the Internet TV market is very large. The OTT advertising market will reach 10 billion yuan in 2019, and the audiovisual payment for users will reach 18.79 billion yuan. In the future, the Internet TV application scene will become increasingly rich. From viewing and hearing entertainment, social networking, communications, security, games, education, shopping, and other aspects, Internet TV is becoming a new platform and an important entrance for audiovisual life services.
Industrial development provides participants with higher social responsibility requirements. The continuous expansion of Internet TV users and the continuous growth of the industry have provided important development opportunities for the industry. At the same time, they have also raised higher social responsibility requirements for industry participants to jointly create a healthy Internet TV screen and realize the health of the Internet TV industry. Normative and orderly development has become the consensus of all parties in the industry. Li Ming emphasized that "this is our ideal. This is also the composition we must write."
TV in the future will grow rapidly in the seven years of development. In the future, TV is the leader in the domestic Internet TV industry. It has established a cooperative relationship with nearly 300 terminal brands such as Konka, Hisense, TCL, Changhong, Skyworth, Samsung, Xiaomi, Huawei, etc., and has established a network of 66 million households and more than 120 million users worldwide. Provide video services.
The development of the industry faces both macro and micro challenges. Li Ming mentioned that in the long-term development and exploration of TV in the future, he deeply felt the challenges facing the development of the industry. From a microscopic point of view, the industry's personalized service to users needs to be strengthened, user choice anxiety caused by mass content needs to be resolved, and thousands of people's personalized services need to be continuously strengthened.
The macro challenge is the lack of driving force of the industrial business model and lack of vertical horizontal depth. The predicament may lead to deformation of the action, and the driving force of the industry development does not reach the ideal state. It is undeniable that in the process of development, Internet TV has encountered some problems because of the above reasons, such as: its own vicious competition, inadequate balance of interests among different stakeholders, and so on. In the course of development, it will naturally be necessary to change the existing patterns of habits and interests. But when you see the deficiency, you must see the value. Li Ming proposed two reflections: “First, how can Internet TV do its job well? This is a question that our industry needs to introspect. Second, how do all parties in the market understand the requirements of the times? The times are rolling forward. The steam engine replaces the carriage and is the steam engine. Wrong? The result is that humans have therefore run faster! For new forms of service, it is better to be better understood than to accuse them of it; instead of complaining, it is better to embrace them. Although on the way to development, the seven licensees still have limited input. SVA expanded and adhered to a platform that could carry the future."
Internet TV is the entrance of information for future families. Li Ming explained through a square dance vertical product made by TV in the future. In the future, TV has been developing square dance products that will accurately serve the 100 million square dance crowd across the country. You can imagine this use scenario: One morning, Aunt Zhang, the head of the community square dance, turns on the TV and enters the "Hyun Dances to the Future" zone from the TV's dance square set-top box. He first watches the latest free dance video and enters it again. The paid tutoring area has been ordered. Here is the latest dance instructional film for the top ten tutors from National Square Dance. Facing the TV instructional film, she mastered the dance. Auntie Zhang smoothly placed a bag of health jujube in the product pushed by the online mall at the bottom of the screen. She took out her mobile phone and scanned the code to enter the WeChat Hyun Dance public number and saw the news of the square dance competition organized by CCTV, CCTV, and Future TV. Aunt Zhang reported her name. Half a month later, Aunt Zhang led the team to win the video of the local championship. She also went on CCTV's “Dance Dance†column, CCTV Sports, and the TV video of the square dance in the future. A lot of people in the city have scanned the CCTV program and entered the homepage of CCTV's audio and video contest. They like this for Zhang Aunt... This is one of the countless applications of Internet TV in the future. The original media borders have been dissolved, television has been redefined here, and our identity has been redefined. We are the full range operator of home audiovisual services. Future TV has been working closely with the six licensees to cultivate this vast market.
Opportunity and outlook. The first is the value of broadcasting and broadcasting behind the industry. There has been no live broadcast on Internet TV. Objectively, the dissemination of mainstream national sound on Internet TV platforms has not reached an ideal status. If the TV was founded in 1936 by the BBC and television was born 81 years ago, a huge value is to nurture the habit of users watching channels. If Internet TV does not have a live broadcast, passively cultivating the habit of complete fragmentation of users will hurt a huge potential value of broadcasting. Therefore, the industry should have a sense of urgency and quickly unite, with compliance as the bottom line, access to the support of the General Administration of the People's Republic of China, and the gradual opening of the live broadcast. The second is the restructuring of industry associations and interests. In his speech, Li Ming noticed a major message on the forum that day: Under the guidance of the General Administration of Administration and Network Audiovisual Program Service Association, the China Internet Television Working Committee was formally established. Satisfying the requirements for security and standardization of broadcast control is the bottom line of the industry, and it has been consolidated under the guidance of the General Administration of Administration. In the future, industry associations should move up and down this bottom line to attract all industry partners to join in, starting from the licensees, forming a solid industry organization, the licensees, content cp, video sites, local media, telecom operators Various industry players, terminals, data, technology, hardware, and value-added services are united into one big market, and they jointly keep the bottom line, attract partners, explore patterns, and sort out the interest structure so that each participating entity can be respected for its interests. Get a reasonable market position and business return. The third is the industry platform and industry ecology. Li Ming proposed that the Internet Television Working Committee should also use its own integrated platform to do a good job of public services. In the future, under the guidance of the General Administration of Directorate, a public service platform with scene development, user cultivation, habit formation, industrial clusters, and performance can be formed, allowing home users to become accustomed to watching, listening to, playing games, and singing K on Internet TV platforms. , go to education, go to medical care, go dancing, go shopping... Let this platform become both an entrance for users to obtain audio-visual services and a public service platform where all parties in the industry can find users and business models. At the same time, the industry forces are pooled together to foster the user market and create a synergy for the industry to attract more resources with the help of the industry. Li Ming introduced that the Administrative Committee of Tianjin Airport Economic Zone has prepared a park with a square kilometer area and welcomes industrial partners to enter the development together. If everyone arrives, it will form a cluster of industrial chains in the “Golden Triangle of Beijing-Tianjin-Heartâ€.
At the end of the speech, Li Ming re-emphasized that as the licensee, especially the first licensee who has obtained the authorization from SARFT, the future TV will assume the responsibility of the licensee, cohere with the industry, promote the Internet TV industry standard, health, and Order development.
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