On December 1st, 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. At the meeting, Shizuo Shi, vice president of Oriental Pearl and President of BesTV, shared two major aspects: First, the current situation. The second is the future trend.
Pictured: Vice President of Oriental Pearl, President of BesTV
The current situation of Internet TV - the world's entrance is changing
To communicate with a group of data, we can find out that we can use these keywords to summarize the current situation of Internet TV.
First, the scale of counterattack.
From the perspective of users, as of the first half of 2017, the number of smart TVs has reached 240 million units. Of which, the number of smart TV terminals reached 160 million units, and the number of OTT boxes increased to 72.06 million units. This 240 million terminal, the activation volume reached 126 million, more than 50%. Cable TV and IPTV data I do not say we all know. What does this mean? OTT terminal scale and cable digital, IPTV market is already three points. It is worth noting that this is not a balanced balance of power, end-to-end, 2C gameplay, the complexity of the Internet theme, and the gameplay of the capital market. We are all too familiar with it. The changes in the market structure are all in an instant. Therefore, counterattacks are visible.
Second, the viewing habits have changed.
- The overall operating rate is comparable. The average monthly boot terminals for smart TVs reached 81.12 million units, which is equivalent to the current total size of digital HDTVs (80 million). Weekly boot size can be close to 68 million units, and the daily boot size is close to 48 million units. Smart TVs are highly adhesive with users, and the monthly boot rate has risen to 77%, almost equal to the monthly boot rate of IPTV.
Third, the business model revolution.
Traditional TV builds channel entrances, relying on advertising patterns. IPTV builds the platform entrance and relies on the subscription model. The Internet TV is playing programs, relying on traffic patterns. We gradually rushed from the channel to the platform and then to the user's arrival. Platform loyalty is reduced, where good content goes, platform entrance is branded, decentralized, and the trend of ubiquitousness is more obvious, and the gameplay of time battlefield has become mainstream. Internet activity, traffic, and other keywords have entered the field of television and the artificial intelligence interface has become more open.
As an example, with the decline of traditional TVs and the drop in single-user value of IPTV, the scale of OTT's programmatic advertising has increased dramatically. Last year, 1 billion, this year may reach a scale of 2.5 billion. Although this number is still small, please note its increase. The increase is the trend.
The Future Trend of Internet TV - Our Convergence.
The future I am talking about here refers to the future of these license management entities and the new media media. I want to use six words to explain: assembling, opening, and sharing.
Assembly
An outbreak market must be a process in which many parties go hand in hand and quickly complete the upstream and downstream card positions. The current market situation is: Internet video + TV cards are the most active.
However, a regulated market must be three-fold. The first is to clarify the industry norms and standards, the second is to accurately position the industry's main body, and the third is to divide the industry's upstream and downstream interests. Therefore, we can see such a tripartite industrial model: Internet companies + smart terminal companies + seven licensees.
Looking at these three main bodies, I think that there is currently room for improvement in the subject of licensing. The most urgent task is to sound the assembly number. Only assembly has industry norms and market standards. This is not the consideration of the local interests of the licensees, but the needs of the entire industry. In the past few years, because the regulations are flawed, they have increased the cost of supervision. If you do not give them, you do not trust. At the same time, it affected the progress of market development and allowed upstream and downstream practitioners to seek development in an uncertain pattern.
Standards are formulated jointly by everyone, taking into account the interests of all parties. Saying that it is better to run faster, that is to say, the benefits can be matched with the value. We can't run very far. We can say that we have taken the wrong direction. We can't spend a lot of money.
open
For more than a decade, BesTV has been rushing to the road and trying to innovate from scratch in the new media field of broadcasting and television, but it has become somewhat closed. I have come to BesTV for the past two years and I have said that the most is opening up. I said that opening up is a historical trend and it is a stepping stone to the future. For this reason, a partnership general meeting was opened in the first half of this year. It was also asked whether the partners had any effect. I said that in the past year we have learned a lot, deployed a lot of bureaus, opened up many ideas, and passed many new models. This conference is open once a year. I also hope that all of you can go to Shanghai by the time to see and plan. The era of opening up must be a time of co-opetition. Even if it is an Internet monster, if it becomes a company that is difficult to cooperate with, it must be the beginning of a crisis.
With an open and cooperative attitude, recently our entire listed company and Xiaomi launched a full range of cooperation in shopping, Oriental Pearl Tower Store and BesTV Video. We have also started substantive cooperation with Lenovo's Sharp, PC and mobile-phone associations. These cooperations are very pleasant and efficient.
shared
Sharing is the basis of open cooperation. Our cooperative thinking is what I want to accomplish. What can I bring to my partner? Energize each other to be able to hold hands. I have several sharing modes like this -
The first is called superiority. BesTV has 40 million IPTV subscribers, 21 million OTT subscribers, and 19 million mobile monthly subscribers. These channels and subscribers serve everyone, and if these channels and users bring value to the partners, we share them together.
The second is called cooperation innovation. Our license, technology, online and offline resources, if we are in compliance, we are willing to provide services to the needy partners. This year we participate in the operation of the Huangpu River Regatta, cooperation and innovation of vertical content Internet products, video 3.0EPG projects are to provide services, common innovation and value-sharing cooperation.
The third is cross-border integration. The cross-border areas of education, medical care, pensions, maternal and child care, and tourism are all much larger than the audiovisual industry. Others are not aware of the Internet+, but we understand how to use the Internet. Now that precision poverty alleviation and smart townships are proposed, how many opportunities and values ​​are there?
In the end, Shi Zhizhuo used one word to think about the future of the industry—this era is wonderful, our mission is glorious, our future is very beautiful, one person is going fast, but walking together will go far.
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