In today's era of rapid changes in business models, business forms, communication channels, and technology levels, the broadcasting and television industry with decades of development history is in urgent need of communication (specifically, TV stations produce program content, cable TV network operators and cable TV networks, etc.) Governor (in particular, Radio and TV itself needs for capital, technology and business innovation, etc.) Second pulse.
Various changes in the market such as e-commerce, smart TV, the Internet, and smart phones should arouse the vigilance and reflection of the broadcasting system.
Smart TV and traditional radio and television interact
In the past ten years, the Rendu 2 pulse of the broadcasting and TV industry has been in a state of fracture due to various factors such as regional and industrial factors. Industry professionals are struggling with the digitization and bidirectionality of cable TV networks, and the prefecture-level cities are provincial units. The integration of decentralized cable TV networks and the marketization of broadband services in a small area, such as technology, business, products, services, business models, etc., were not attended to, resulting in little change in the industry's development pattern. The set-top box on the TV set is still large and stupid; the contents of the television programs attracting viewers' eyes are getting less and less; the huge TV sets and set-top boxes cannot play high-performance video games; the remote controllers in the hands are more and more complicated; the EPG program menu allows The elderly viewers have headaches; the statistics of cable networks have remained at the original stage for more than ten years...
With the Internet, 80, 90 and these major consumer groups have continuously improved their requirements for entertainment terminals and equipment related to their own, especially the living room TV in the home. They hope that the TVs will become thinner and thinner. Larger, voice-on-demand consoles for on-demand play, hardware performance to keep up with the trend, games and applications to be the latest and most exciting...
Faced with such a huge market demand, companies such as the Internet, online video, IT, and home appliances have adopted various policies to quickly enter traditional broadcasting and TV fields through multi-screen, cross-border, cross-network, and cross-platform approaches - Youku Tudou, Xiaomi, LeTV and other Internet companies OTT set-top boxes, routers products want to become the core of the user's home; Changhong CHiQ TV to obtain the hearts and minds of young consumers; Lenovo and other traditional IT companies to jointly explore new markets.
With the proliferation of smart terminals with Internet and home appliances genes, such as smart TVs and OTT set-top boxes, there are advantages and disadvantages for the cable digital TV industry and broadcast live broadcasts -1, which is beneficial to the bidirectionality of the cable digital TV industry through smart TVs and such devices. Make up for this short board with a weak bidirectional cable network; 2. The various applications on smart TVs will largely divert viewers of live TV, such as on-demand TV dramas and games on the OTT platform.
That is to say, according to the industry management policy, it is unrealistic for home appliance companies to cut through the smart TV to the live broadcasting field. After all, there is only one way to realize the live broadcasting of radio and television - the related content must be broadcasted on the broadcasting platform after broadcasting and editing. For live broadcasts, cable TV network operators around the world can only receive and transmit live radio and television programs from various radio and television stations to users' homes. This is also one of the main reasons why cable TV network operators are passive in content.
The only possibility that smart TV companies want to intervene in this area is that local broadcasters are trying to find new business models in the process after converting live streams into on-demand streams.
Although broadcasting and TV have highly valuable live programming resources, the innovation ability of broadcasting system is too weak. For example, the integration of complex remote control functions, information collection and analysis of ordinary TV viewers, and allowing users to watch favorite program contents at the touch of a button , separation and upgrading of TV hardware and software, users can control the TV through the entire voice, other home appliances and interoperability ...... These functions Broadcast TV and cable TV network business under the broadcasting system business has not been completed for more than ten years, but like Changhong The CHiQ TV has been implemented in only one year or so. This should lead to the attention and reflection of the broadcasting system.
Smart TV can boost the development of broadcasting industry
The report on government work in 2015 mentioned triple play and Internet+. However, regardless of triple play, Internet+, Internet of Things, and mobile internet, the converged network believes that digitalization is taking place in all walks of life. These are all Different information transmission channels are all necessary to promote the development of information flow, industrial flow, logistics, etc. in related industries on the basis of opening up different network boundaries, and eventually achieve various levels of consumption and promote the growth of domestic demand economy.
In recent years, various smart TVs have emerged in an endless stream. However, through the investigation and understanding of existing smart TV application levels, they are basically divided into uncontrollable and semi-controllable situations. -1. Live TV interfaces for broadcast television stations around the country. Managed by a cable TV network operator, the smart TV has no control; 2. The OTT platform is managed by the relevant integrated broadcast control platform and licensees, and some institutions and enterprises (for example, Youku Tudou, iQIYI, Lenovo, Youppu Music, Tencent, etc.) may jointly operate a platform through the form of a joint venture company with platform parties and licensees; 3. Some video and audio, games, education, entertainment and other content and applications may be provided by third-party agencies.
It can be seen that the contributions made by smart TVs are mainly in the following aspects:-1. They can be used as data processing centers for various information transmission channels. Currently, regardless of cable TV, IPTV, OTT and other set-top boxes, routers, routing treasures, etc., all want to become the data processing center in the user's home. If you handle and solve the problem of smart TV hardware upgrade, smart TV becomes the home of the data processing center It is much larger than all kinds of set-top boxes; 2. It can be used as the best display and presentation screen of various information and data. This function is precisely the basic function of the TV, but the TV screen this hardware is very difficult to update, the future will have certain limitations; 3, can be used as the best tool for the culture and entertainment industry. Smart TVs are geared towards family-based groups, and industries such as education, entertainment, and games are bound to take root as smart TVs enter home. Smart TV is a platform for new business exploration in non-live TV programs.
The broadcasting and television system, as one of the pilot entities, must clearly understand that trials of triple play will continue and that various competitions will not stop due to temporary industry protection. Only within this rare buffer period will the construction be completed. The ecological chain and the formation of a healthy closed-loop business, through the use or reference of a variety of external forces including smart television to open up their own Ren Duo pulse, in order to allow the majority of consumers willingly for a certain service, business, express "real money".
Looking back at e-commerce companies like Jingdong and Yixun, Suning and Gome's online and offline interactions, and the prevalence of smartphones and app stores... These industries quickly form a complete ecological chain based on user needs. The driving force of the pure business model is not to be underestimated.
Regardless of triple play, Internet+, smart TV, smart terminal, etc., it will change and promote the pace of the broadcast and television industry to accelerate its own marketization. Radio and television colleagues maintain the basic services such as live broadcasting, on-demand broadcasting, and broadband, while maintaining the same. Can be targeted with the Internet, IT, network video, not only to make up for the shortcomings of the radio and television systems in technology, capital, business, etc., but also to dig deeper and meet the needs of TV users, and eventually through this home is thin and big Smart TVs provide users with services such as superb TV games, TV applications suitable for home education, and safe and reliable provision of various types of elderly care services. As the broadcast system’s own ecological chain forms a closed loop, the broadcasting and television system is supervised by the Governor. The time will naturally be opened.
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