Xiao Bian combined his speeches and interviews with the high-level mango table to analyze the advanced path of Mango TV in 2016 under the three major keywords.
In 2014, Hunan TV's new media platform, Mango TV, released the PC client Mango TV player. Since then, Mango TV, which has made an all-out effort in the Internet, has launched products on the PC, mobile, Internet TV and IPTV platforms. Mango TV "a cloud with multiple screens" platform.
Up till now, the number of independent users of Mango TV has exceeded 35 million, and the number of downloads and installations of mobile phone APPs has exceeded 200 million. The number of Internet TV terminal users has exceeded 16 million. Mango TV has exerted force on OTT, PC and mobile terminals, occupying A more advanced market advantage. In 2016, Mango TV put forward the slogan of "full-screen acceleration". While continuing to adhere to the "single-play" strategy, seamlessly link Hunan TV's classic trumps and the three major theaters, it also created home-made dramas. Work together to create a three-dimensional Internet entertainment platform.
Lv Huanbin first used the first experience of “swimming into the water†to describe the media convergence of Mango Taiwan in the past year. He stated that in the future full-media layout, Hunan Radio and Television’s positioning is a platform builder, integrating all the new Media business, using the Internet as its own platform, creating new media based on Mango TV, and launching positive competition with Internet companies.
Engine turned to Hunan Satellite TV reverse output product
At the meeting, Lu Huanbin first proposed that "the ultimate expression of Mango TV is not to be an online specialty store, but to accelerate becoming an engine." It has become a hot topic for a while.
For a long time, Mango TV was dubbed the "porter" of Hunan Satellite TV in the industry. How to get rid of this title becomes the focus of Mango TV's layout in the future.
In an exclusive interview, Nie Mei, chairman of Mango TV, said that mango TV can't be taken out of context for the interpretation of Hunan Satellite TV. Mango TV will gradually reduce its reliance on Hunan, but there will still be certain acceptance between the future. Strengthen the procurement of non-Hunan TV stations.
She believes that "in the face of new media integration and the need to meet market demands, it must be diversified. It is dangerous for radio and television to place its main revenue in a single organization, a single product, a single mode, or a single channel. Therefore, Mango TV will become an innovation engine for future radio and television content growth, including an engine for future eco-convergence. Now through some of our practices, the role of this engine is playing its role."
Mango TV will also take up more content from satellite TV stations. For example, according to Nie Mei, Mango TV will open a game channel in the future to fully tap IP value of TV dramas and achieve more diversified development on the entire platform.
Capitalized media control capital, capital growth media
The outside world has always paid high attention to the listing of Mango TV. As we all know, capitalization is relatively difficult to break through within the system. At present, Mango TV has achieved restructuring and has also completed the first round of financing. At present, it has started B round of financing with a valuation of around RMB 12 billion. Lv Huanbin believes that in the era of convergence, the core competitiveness of Hunan Radio and Television is to have both media and capital capabilities, so as to achieve the effect of media control of capital and capital expansion of the media.
Nie Mei disclosed that currently Mango TV has been operating in accordance with the rhythm of the market, but there are many factors to consider, such as timing, conditions, etc., but also fully consider the return of investors and users, so that the use of funds is more efficient.
This month, Ma Yun appeared in the interior of Mango TV. It was rumored that it was related to the second round of mango TV financing. Nie Mei told ElectroTech that “Mango TV has always had cooperation with Ali in business and products. As for capital, we It is a media platform that needs to meet certain requirements on media financing, such as state-owned and state-owned holdings."
Overall, there are occasional factors in the success of Mango TV. However, the mango model may not be suitable for all video sites and TV stations. The future of broadcast and TV departments should be based on either a product or a platform company. The actual situation of the media is to be judged, and the mango's advanced path has a reference and research value for a long time.
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