In the area of ​​home appliances, the rate at which TV technology is introduced is at the forefront. In recent years, with the rapid development of Internet technology, traditional color TVs have become less and less, and intelligence has become the standard for color TVs. Product innovation has gradually brought about great changes in the entire color TV industry. From the passively received TV programs, consumers gradually tap into the content they want to see. The "live broadcast" gradually becomes "on demand." At the same time, the traditional "watching TV" has gradually become "playing TV." "10-core processor", "Ultra-HD resolution", "wireless device", "camera"... As smart TVs are getting more and more fully prepared in hardware, smart TVs are ushering in content. revolution. If the configuration is the basis of smart TV, then content may be the ultimate in smart TV.
Policy control
When Internet companies hold high the banners to attack the color TV industry, the State Administration of Radio Film and Television (SARFT) has imposed a ban on Internet video content companies that have been in the gray zone and are trying to deliver. For Internet TV, the state has not completely banned it, but has adopted a general principle that can be broadcast and controlled. The “Requirements for the Operation and Management of an Internet TV Licensing Authority†(No. 181) requires that the Internet TV content service platform can only be accessed on the Internet TV integration platform approved by the SARFT, and the content service platform cannot be established on the public Internet. On the website.
At present, SARFT has issued seven Internet TV integration service licenses (integrated broadcast control licenses). The winners are CNTV, Huadian, BesTV, South Media, Hunan TV, China International Radio, and China National Radio. In addition, the "Surveillance of the SARFT on Strengthening the Management of Internet Audio-Visual Program Services with Televisions as Receiving Terminals" clearly stipulates that: Terminals can only connect to Internet TV integrated broadcast control platforms, and there can be no other Internet access channels; terminal embedded Internet The TV integrated broadcast control platform address must be completely bound. Although the industry’s “Document No. 181†has already been issued, it may be that many related companies are always on the edge because of the development of the Internet.
In 2014, as the Internet continued to invade the traditional color TV industry, the relevant state departments began to exert heavy pressure on the supervision of color TV broadcast content. On June 23rd, SARFT demanded the immediate closure of illegal video software download channels in Internet TV terminal products, and criticized Hua Zhi and BesTV as two licensees. On July 4, Luo Jianhui, Director of Network Audiovisual Program Management Department of SARFT, said that the Internet TV integration service license will no longer be issued. On July 9, SARFT requested CATV to vigorously launch TV OS 1.0 scale application trials, and requested terminals such as smart TV set-top boxes purchased or integrated by cable network companies to install and install operating systems other than TV OS. TV OS is a television operating system that SARFT organizes and develops related companies. On July 11th, the Department of Network Audiovisual Program Management of SARFT requested that some OTT TV integrated broadcast control platforms cancel the time-shifting and viewing functions of TV stations directly provided in integrated platforms. On July 11th and 15th, the State Administration of Radio, Film, and Television (SARFT) interviewed the leaders of the three major central committees (CCTV, Guoguang, and CNBC) and the four major stations in Guangdong, Zhejiang, Hunan, and Shanghai, and the local bureaus on current Internet TV management and management. Problems existed, direction and time for rectification put forward clear requirements. First, regardless of where the terminal content originated, it was counted in the management of the integrated broadcast control platform. All content on the platform was the responsibility of the licensee. The second is that different versions of the EPG must be reported to the General Administration of Administration. Third, unapproved end products (television boxes) are not allowed on the market. The fourth is to immediately stop the non-compliant cooperation with telecom operators (indiscriminate development of live broadcast) services.
After experiencing the “most stringent monitoring†in the history, color TV sets, Internet content providers, and smart set-top boxes all started to return to the right track. “The state’s control of video content will have more or less impact on the industry. Some APPs will still affect the use of some consumers. However, the normative development will benefit the industry in the future.†The person in charge of a color TV company bluntly said. The companies that have been criticized by BesTV, LeTV, etc. are adjusting themselves and continue to forge ahead in the wave of Internet TV.
Cooperation and win-win
Although the policy is severe, mainstream color TV companies currently have solutions. It is understood that as the penetration rate of smart TVs continues to increase, color TV companies have gradually attached importance to the maintenance and construction of content. According to the person in charge of TCL, color TV companies should cooperate with licensees to jointly dig deeper into the business value of OTT, conduct innovations in the profit model of Internet content, activate and nurture users to pay for premium content, and thus realize the transformation of the Internet of products and services. "We hope to work with Internet companies, including licensees, video sites, etc., to jointly develop the commercial value of OTT, and to innovate the Internet content model."
At present, the color TV industry has reached a consensus that after products are sold, in addition to responsible for maintenance and other after-sales services, they can also use the Internet and smart channels of products to push relevant content to consumers. Very colorful electric companies have even threatened to no longer produce traditional color TVs, but all bet on smart TVs. Smart TVs have become an entry point for consumers. TV companies' big data analysis and cloud platforms will rely on each smart TV. For the content of Internet TV, Peng Jin, general manager of Skyworth Group’s China Marketing Headquarters, said that Skyworth, on the basis of sticking to “complete productismâ€, will pay equal attention to hardware and content service providers in terms of smart TV back-office operations. Transformation, build smart ecological chain.
It is understood that Skyworth specifically created a "cool open platform" to provide users with video, games, e-commerce, education and other content services. In the second half of 2015, Skyworth will begin to implement value-based operations for smart TV users, including video subscriptions, games, advertising services, and e-commerce malls. At present, the mall part of the “Cool Open Platform†portal has been jointly developed and operated with Ali and Jingdong.
At present, the relationship between color TV companies and Internet companies is also growing. Cooperation and mutual benefit have brought together two camps of companies. According to Shao Yiding, chairman of Ulead Poule, 2015 will be a watershed for the color TV industry. The increase in the penetration rate of smart TVs and the acceleration of broadband have provided the foundation for the development of Internet TV. Collaboration between color TV companies and content providers should be implemented and complementary. "In the future, the hardware profits generated by each TV set will not be the main source of our business model. However, the value of color TV companies is that millions of terminals enter the home every year."
The content has become one of the objects most concerned by color TV companies in the Internet era. In 2014, Internet companies such as Xiaomi and Leshi continued to improve their content and constantly laid out hardware products. Millet television, LeTV as the new army and other industries have begun to seize the market. Internet companies such as Xiaomi and Leshi pay great attention to Internet content. According to the person in charge of Xiaomi’s introduction, in 2014, in the field of video content, Xiaomi has grown up with an open mind and partners. The integration and operation of video content is the top priority of Xiaomi at this stage. Xiaomi’s goal is to establish a complete ecological chain with a high degree of integration of hardware and software and content, and to enhance the competitiveness of Xiaomi’s products through the ecological chain. "In 2015, Xiaomi will continue to increase its investment in content and further enhance the content matrix by investing in diverse content projects."
According to the relevant person in charge of music, "Electrical" reporter, relying on music as the ecology, Super TV has a wealth of content and services, in addition to providing users with 100,000 episodes of television dramas, 5,000 hot film and television drama, there are also rich self-control, music, animation, fashion , documentary and other content. In the past two years, LeTV also successively purchased NBA, Premier League, F1 and other high-quality event broadcast resources, covering Europe's five major leagues, Super League, 2014 Brazil World Cup qualifiers, CBA, European Basketball Champions League, China Open, Australian Open, ATP, WTA, MLB, World Baseball Classic and other exciting events.
3D dead? 4K born?
Among the many contents, 4K content has attracted much attention. In 2014, with the vigorous promotion of 4K TVs by manufacturers, the popularity of such products has increased rapidly. Ovid Cloud Network (AVC) data shows that in 2014, the penetration rate of 4K ultra high-definition television was 14%, an increase of 12 percentage points year-on-year; in 2014, the number of models listed reached 283, accounting for 21% of the total listed models. 4K TV is similar to the rapid popularity of 3D TVs of the year. As we all know, although 3D has become a standard for very colorful electric devices, the 3D source and content are not perfect. “Electrical†reporter learned that even if many consumers’ home TVs have 3D capabilities, watching 3D videos at home is not the norm.
At present, although the 4K TV market is growing rapidly, the lack of content still limits the development of 4K TV. For 4K TVs, do consumers need to experience long waits and “difficulty†like 3D TVs? "Electrical" reporter noted that at present, the mainstream color TV companies are actively expanding 4K content and improve the 4K industry chain. In early 2015, Samsung entered into a partnership with Hollywood Studios, consumer electronics brands, content distributors, and post-production companies to establish the UHD Alliance to build a healthy ecosystem for 4K Ultra HD content and devices. It is reported that the alliance includes the American Live TV Group, Dolby Laboratories, etc. It aims to provide consumers with a superior ultra-high-definition viewing experience by establishing and strengthening high-end quality standards. According to the person in charge of Samsung, the establishment of the UHD alliance is consumer-centric and will provide high-quality UHD content.
Although the market share continues to decline, Japanese brands have a reputation for quality. When Chinese brands hold high the “smart†label, there are still some Japanese brands who stick to the core competitiveness of sound quality. The person in charge of Sony stated that it is very important for viewers to have 4K content to watch after purchasing a 4K TV. In 2014, Sony united parties to allow consumers to use the download method to see real 4K Ultra HD content at home.
In order to solve the problem of lack of 4K content, some TV brands launched 2K to 4K technology. It is reported that when the 2K signal is input, the built-in graphics engine of the TV sets up the point-to-point analysis of the image, and the 4K MRIT image micro-reorganization technology intelligently inserts the frame, and the 2K signal source can also achieve the equivalent 4K visual experience. “Although companies are optimistic about 4K TV and actively promote it, only 4K content is perfect is the real spring of 4K TV.â€
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