Internet TV encounters embarrassment of content and profitability to fight for victims

Because of its features such as intelligence, comfort, and sharing, Internet TV is expected to become the preferred choice of entertainment and leisure for consumers in the context of triple play. According to statistics from the National Information Center, domestic consumers' acceptance of online TV reaches 80% or more, and consumers who have a willingness to purchase reach about 55%. It can be foreseen that in the era of triple play, consumer demand for online television will continue to be prominent.

In terms of supply, in the face of consumer demand for converged terminals, China's color TV industry has entered a new stage of development in flatness, networking, and intelligence. The competition in the color TV industry has gradually evolved from relying solely on product technology competition as a bargaining chip. Content, software, chips and other multi-element integrated platform competition. At present, TCL, Changhong, Hisense, Haier, Konka, Skyworth and other home appliance manufacturers have launched TV products with Internet connectivity, and the domestic Internet TV market has become more competitive.

There is still a gap compared to foreign products

Although faced with rare opportunities for development and has shown good momentum of development, it must be noted that at present, there are still development problems in China's Internet TV industry that are difficult to balance interest games, lack of program resources, unclear profit model, and loopholes in content supervision.

First, in the game of interests, online TV has been branded with the marks of multi-games such as broadcasting and TV, telecommunications, and home appliance manufacturers since the day of its inception. The entry of color TV companies into content platforms and the development of IPTV services for telecommunications have touched the "cheese" of broadcasting systems. TV crickets are the victims of the fight. At present, network television licenses are only in the hands of several state-owned radio and television enterprises, making it difficult for private content providers and home appliance manufacturers to enter the front end of the industrial chain. The "Cool Open Network" developed by Skyworth and Thunder, for example, ultimately was blocked by the SARFT because Thunder did not have the qualification to provide content resources.

Secondly, in terms of content, in the initial period of network television, the number of programs available for on-demand users is very limited, and most of them have serious homogenization, and the powerful Internet function of Internet TV has not been fully realized. In addition, according to interactive and bi-directional program features of Internet TV, there should be a large number of interactive programs for users to watch. However, currently, operators simply compress and convert film and television works, and the interaction is not highlighted.

On the other hand, international competitors have previously launched Google TV, which can provide users with existing television experiences and add Internet capabilities. The user can set up a personalized TV interface through Google TV, enabling web search, downloading web videos, landing social networking sites, and playing online games. The massive resources owned by Google TV will have a stimulating effect on the consumer experience of domestic TV consumers. Users will use this as a benchmark to measure the quality of existing Internet TV content in China. How to catch up with the use of international advanced products in the short term has become a key test for domestic Internet TV products.

Third, in respect of the profit model, the current domestic network TV sets the popular “free card” to gather popularity, but its future is bound to usher in the charging stage. By then, the lack of payment channels will become the soft underbelly of the profit model. From the point of view of business revenue, online TV is distributed nationwide through home appliance stores. However, in the fee collection system, it is difficult for both home appliance manufacturers and license providers to adopt a fixed monthly fee model. In addition, the existing network television industry is only targeting the new market of networked TV all-in-ones and does not take into account hundreds of millions of TV inventory markets. How to achieve stock-keeping and incremental sharing has yet to be implemented and explored by all network TV operators.

Fourth, so far, the network television industry not only lacks a standardized content review system, but also lacks professional departments to conduct comprehensive and real-time monitoring of content, which has given some operators an opportunity. In order to attract users and reduce costs, they do not hesitate to broadcast some content that has a negative impact on the society, such as television companies constructing content platforms that involve yellow or infringement.

Future or scale using UI technology

Under the trend of triple play, how various industrial entities solve the above problems and seize the opportunity to develop themselves will play a decisive role in their future development. To this end, all industrial entities must integrate multiple resources and implement effective development strategies based on their original advantages.

First of all, we must strengthen the development of new technologies. Internet TV is a typical technology-driven media. Every breakthrough in color TV hardware and every breakthrough in network technology will have a profound impact on the development of network TV. Triple-play convergence is also a powerful booster for the replacement of technology and products. . If domestic color TV manufacturers want to take a place in the wave of triple-play technology, they must pay attention to the development and use of new technologies.

In fact, it can be seen that significant innovations have recently been made in the input and control of terminals, and technologies such as motion sensing and multi-touch have been widely used on game consoles and mobile phones, and “empty-hand remote control” technologies that do not use remote controls have Become a reality and will move toward commercial scale in the coming years. However, these new UI technologies have not yet been adopted on Internet TV sets. With the shift of industry focus to Internet TV, UI technologies suitable for Web and TV will break through in the future.

Second, we will actively build the next-generation wide-grid power grid. With the construction of the next generation of broadcast television networks, China's broadcast and television industry will enter a new stage of development. To build the next-generation broadcast television network, it is first necessary to realize the digitization and bidirectionalization of broadcasting and television, carry out business in accordance with the needs of users and the market, and develop the unidirectionally received broadcasting and television in the direction of interactive television through digital networks to realize interactive services. Participate in information service competition. Unlike conventional unidirectional broadcast television, next-generation broadcast televisions need to be innovative in core application technologies. They also need to work on the interconnection and interaction between the broadcast television business itself and broadcast television users in order to truly realize the next generation of broadcast television. The connotation of the network and efforts to truly build the next generation of broadcast and television networks that are interconnected, interactive, and interoperable.

Third, promote media integration. Under the current trend of media convergence, under the premise of making full use of its own existing information platform and resource advantages, it is an inevitable choice for traditional television media to intervene and integrate emerging network media. This requires cooperation between the three networks so that they can use resources more efficiently and save costs, so that all parties can benefit from triple play.

Fourth, take the road to winning content. The content has always been a strong and advantageous resource for the broadcasting and TV industry, and it is also an important magic weapon for the competition between the broadcasting and TV industry in the current triple play process. Over the years, the content of broadcasting and television has undergone fundamental changes. It is no longer just television stations that produce linear programs. Two-way interaction has become an important trend in content development. Improving the interest efficiency of the media asset management system and replacing the simple linear broadcast mode with the media resource library structure has become an important trend in the production, broadcasting, and operation of broadcast media content.

Fifth, innovative and diversified applications. In addition to Internet access, Internet TV will also integrate e-commerce, voice and video communications, security monitoring, and home control. In view of the current unclear profitability model of online television sustainability, it is possible to diversify business innovations as breakthroughs and explore profitable models that are suitable for the sustainable development of online television.

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