CIBN Internet TV is working! Big hand layout new layout
[HC360] "Internet TV is a new runway, neither yours nor mine. On the new runway, everyone's concerns will be less. This is an opportunity for us to jointly establish new rules, so that cooperation can be formed. , to create a true fusion business.†Guo Yingfang, the deputy editor-in-chief of Guangdong Fangfang Network (Beijing) Co., Ltd. (hereinafter referred to as “Guangdong Fangfangâ€), was interviewed by the “Special Broadcasting and Broadcasting†reporter at the 2016 (15th) China Internet Conference. Said.
As a subsidiary of China Radio International, the core business of Guangdong is responsible for the construction and operation of CIBN Internet TV platform, mainly through cooperation or providing services with a wide range of content parties, platform parties, channel parties and various terminal companies. Traffic and value are realized.
What is the current status and trend of Internet TV development? How does CIBN Internet TV play a dual role? What are the advantages of its content in terms of content?
Radio and TV exclusive: What is the current status and situation of Internet TV development?
耿英嫈:
According to the survey of the 2015 China Internet TV Development Blue Book, the living room economy has been revitalized and energized with the help of the development of Internet TV. The next generation of Internet big screen revolutionary era is coming, and the application of Internet TV is becoming an indispensable part of family life. The Internet TV ecosystem built around such a new industry chain will bring greater industrial space and better market opportunities. This is a big background and a period of important opportunities.
The healthy and orderly development of the Internet TV industry cannot be separated from the guidance and norms of the policy. Beginning in 2008, from the "No. 56 Order", "No. 181" to "No. 229" and "No. 6 Order", the State Administration of Radio, Film and Television has been accelerating the policy guidance and supervision of the OTT industry, from industry management to state control. OTT industry, all aspects of content regulation. The "Order No. 6" implemented on June 1 this year has clearly included Internet TV as a subject of supervision.
The national policy environment has a certain degree of directivity. How to play this game within this rule is what we need to study. It is not impossible to do things without rules. With rules to do things better, the most test is the wisdom of everyone.
Since 2015, the domestic TV market has been dominated by digital TV, traditional digital TV IPTV and OTT. The TV market was originally dominated by telecom operators, but the new media of IPTV has gradually strengthened its participation in the TV market through new services such as IPTV, and even formed a dominant position in the local market.
In fact, the radio and television media is doing a two-way transformation. The development of new on-demand services on its traditional radio and television cable network shows that radio and television media have realized that traditional business cannot support the future, so it simply decides its own life. In some places, before the “light reform†and the two-way transformation, the “pull†business has begun, and the users are first included in their own “layoutsâ€.
OTT/IPTV service is a new business form based on telecommunication communication network. It is a new runway, neither my nor yours; it is an intermediate format that connects old and new media - you can put video website, micro Bo and WeChat regard pure media, but Internet TV is not pure new media. On the new runway, everyone's concerns will be less. This is an opportunity for us to jointly establish new rules. At this time, it is possible to form a cooperation and become a truly integrated business. However, this rule is very complicated. At present, everyone is trying to find a way to make this game. It is either to fight for their own lives, or to build a runway to play together. It needs to be built while breaking.
Where is the user where is the battlefield, where there are users to where to serve the user. If you want to hold the portal, you must form and carry out business on your own platform and network. You can't really play your original advantages, so you can open the portal and realize resource sharing.
Radio and TV exclusive: What is the specific response of CIBN Internet TV?
耿英嫈:
It is not realistic to let the new media run on the old runway, just like the traditional body running on the new runway. Fortunately, all parties involved in the OTT/IPTV business have gradually reached the concept of “integration and win-winâ€. Among them, licensees, radio and television network operators, radio and television new media, telecom operators, Internet video companies, and terminal manufacturers are interdependent. There is a deep alliance and a multi-faceted situation of many-to-many cooperation.
With a completely open mind, the Guangdong side has opened up the entire industrial chain by means of capital, and has cooperated with companies with unique advantages in the industry to form a closed loop of the content of the industrial chain. At present, we have established 9 subsidiaries, which involve operator market, games, VR/3D, hardware terminals, e-commerce, news clients, government public cultural communication, and end-to-end technology solutions. Among them, Global One is a joint venture between Guangdong and Youku Tudou Group, which is mainly engaged in vertical market business; Global Entertainment is our game platform; Oriental Tianmai is our TV program processing and news client product platform; Mainly engaged in Southeast Asia business; Oriental Guochang is mainly engaged in government public cultural communication business; Oriental Vision is mainly responsible for 3D/VR business; Yana is responsible for cross-border e-commerce business; Global Zhida is responsible for Internet intelligent terminal business; Guoguang Bridge SNSOS based on independent research and development provides end-to-end technology and platform solutions to develop regional markets.
The above business has formed an all-industry ecological layout from news to film, from video to game, from content to terminal, from product to technology, from entertainment to e-commerce, from domestic to overseas, with the expansion of industrial cooperation and integration of group resources. The number of branches and subsidiaries may continue to increase.
In this ecology, the Guangdong side as the core driver of the license operator and the overall layout, we must first do a good job of broadcasting control from the content, terminal and user, and shoulder the responsibility of establishing an Internet TV harmony that can be controlled, legal and compliant. Ecological responsibility. Today, the number and content of video companies in the management and auditing of the Guangdong Broadcasting Control Platform ranks first among the seven licensees. In terms of monitoring terminals, CIBN Internet TV launched the industry
The first OTT terminal CANbox that supports both TVOS and ChinaDRM to ensure the security of the broadcast control content.
Based on the user's most important appeal on the Internet, "watching video", CIBN Internet TV has benefited from the investment of Youku Tudou and cooperation with the Internet video industry, and is forming a big screen ecosystem centered on video business. Take Youku as an example. Its budget for content this year reached 8 billion. It purchased the exclusive rights of the British BBC "Sherlock" and "Night Manager". At the same time, it won the "Chinese New Song" in the variety show ( Formerly known as "China Good Voice"), "Ace to Ace", "Extreme Challenge", "Golden Star Show" and other exclusive rights to more than ten phenomena-level high-definition TV variety, and joint investment with professional TV program producers "Mars Intelligence Agency "", "National Beauty Girl" and other network variety, including the introduction of the Dutch BigBrother original model of the post-90s social practice real-life show network "roommates together".
In addition to open cooperation, we must constantly forge our own products and business competitiveness. Based on the new Internet technology, the Internet TV platform can more easily create more featured "carousel zones", giving full play to the advantages of the Internet mass and long tail to meet the segmentation needs of more segmented users. At present, CIBN Internet TV has formed an Internet TV carousel group, including film carousel group, TV drama carousel group, cultural entertainment carousel group, vertical industry carousel group, etc. Currently, there are 18 carousel areas. It will grow to more than 30 by the end of this year.
Generally speaking, the content of CIBN Internet TV is very popular among the public. For example, the coverage of domestic TV broadcast TV series and variety shows such as “ç…çŠæ¦œâ€ and “Happy Puppet†is over 80%, and there are also niche that certain people will like. Content, this is also the direction we seek to differentiate competition.
At present, we are looking for some talents with professional ability in the upstream of the industrial chain to jointly set up special columns. For example, our domestic first-generation script series "Screenplay", which is being co-operated with Shangshi Xingying, will be the main guest of China's highest level of first-line scriptwriters, popular film and television writers, and talented young and new screenwriters. The program is the first interview program targeting scriptwriters. It focuses on the role and value of scriptwriters and scripts in the entire film and television industry. From their views on the film and television industry, they look at the changes in China's cultural industry and perceive the pulse of social progress. There are also several content incubation projects that have been collaborating with well-known self-media people, and the layout of the content upstream will gradually expand.
Radio and TV exclusive: What are the specific advantages of CIBN Internet TV? What is the manifestation?
耿英嫈:
Our business not only has a TV terminal, but also a mobile phone terminal, and the dual screen is open. The application scenarios of TVs and mobile phones are different from the way they meet user needs. For busy people, the high frequency period of using the TV may be the weekend, the mobile phone is different, people can't do without the mobile phone almost every moment, which is why the mobile phone user is much more active than the TV. the reason. The big screen end of the TV far exceeds the mobile phone side in terms of the playback experience. Our multi-screen access is to take care of different people, and the different needs of the same person in different time periods and different scenarios. Which terminal the user uses depends on who he is and in what time and space scenario. ——To the left, it is Internet TV, which is developing towards higher quality, richer content and more applications. To the right, it is mobile TV, which is developing towards anytime, anywhere, faster, more convenient and more socialized.
CIBN Internet TV also has some actions in the direction of not yet industrialization, such as the live broadcast of music performances. China's performing arts market is very large. It is just a few big cities in the north, Guangzhou and Shenzhen. There are hundreds of performances every year. If you can turn music performances into "music performance + internet" through CIBN Internet TV, then we think, "With the boat, you can enjoy the performance in the living room with your family, save time and effort and get a high quality experience." User needs will be greatly mobilized to form a new industry service model.
In addition, CIBN Internet TV is introducing new technologies such as 3D and VR. The user experience brought about by these new technologies will subvert everyone's imagination in the future. In 3D, the Oriental Vision of the joint venture between Guangdong and Kangde New won the 3D version of the "China New Song" (the fifth season of the original "China Good Voice"), which will provide users with a different view than before. The new way of viewing experience; VR, the game joint venture company has begun to do some exclusive distribution rights for online movies and online games, and also participated in the construction of VR industry base.
Furthermore, as far as the smarter home industry is concerned, we are doing some pilot projects, but there is still a long way to go before industrialization and popularization. In China, smart life is more of a concept, and does not form a mature application model, which also implies that there is great development potential and huge market space in this field. The Guangdong side hopes to use TV big screen as the core and mobile phone small screen as the interaction, connect more smart home equipment and application providers, build more and more sophisticated and smart home solutions, and upgrade the home life experience.
Why are so many industry partners willing to work with us? I think this is related to the open mindset of the platform itself, which may be part of our core competencies. The industry is big enough, it is difficult to cover up the sky, open cooperation and create an ecosystem to achieve a win-win situation.
Editor in charge: Li Senzhong
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