General Administration of Radio, Film and Television

Some time ago, when Radio and TV rectified the box and pushed the TVOS system in the cable market, I said that it looked like a tightening signal and it was actually a step toward opening up. It is irrational to blindly criticize radio and television as the biggest obstacle to "triple play". Its policy and system burden is very heavy. It cannot be applied to completely market-oriented play. It must see its rhythmic open signal.

If you look closely, the SARFT has seen new signs of opening up in the past two weeks. It is expected to become the biggest trend in the coming year, especially with respect to the Taiwanese network convergence model.

You should have already seen: On Friday, the popular network of Liaoning TV and Liaoning TV held a press conference to announce that it would jointly produce the all-media music program “Dream Music Festival”. On July 23, LeTV.com signed a contract with Chongqing Radio and TV and Chongqing Cable. The Strategic Cooperation Agreement will jointly invest with Chongqing Cable to establish a new company with an independent legal person status and be led by LeTV. Youku potato investor Guangdong invested 50 million yuan to obtain 16.67% stake.

The grapevine said that an internet giant is also blending with online TV stations and is expected to establish deep-seated cooperation.

This reminds me of the so-called No. 1 document of the General Administration of Radio, Film and Television, which was issued by the SARFT on January 4, 2013, which promoted the mainstream media to develop Internet radio and television stations. This document actually encourages broadcasting and TV stations around the world to work hard to develop Internet radio and television stations, promotes the development of radio and television stations to meet new media, and moves toward convergence. It also emphasizes that it is necessary to adhere to the principle of "emphasis on Taiwan and Taiwan," that is, the development of Internet radio and television stations is as important as the development of radio and television stations. .

If you look back, in the past year, the interaction and integration of Taiwan and Taiwan and the network movements stimulated by the No. 1 document have a large number, but the effectiveness is still limited.

I can understand that there are still policy and institutional reasons. When the public accuses the Department of Broadcasting and Television, it is difficult for them to see that on the road leading to "triple play", radio and television have more restrictions on the pace of policy liberalization than the telecom industry, and the overall market is not balanced. When operators continue to break through the peer-to-peer access mechanism of the State Council’s original “No. 1 Document” (“Notice on Encouraging Several Digital TV Industry Development Policies”), the Department of Broadcasting and Television can only adhere to system-wide reforms. The interests, powers and responsibilities that are moved are very complicated.

However, reforms that are only initiated within the system are basically difficult to achieve. The introduction of external market forces can inject new vitality into the reform of the broadcasting and television system.

SARFT cannot possibly not understand this. We have seen that in the No. 1 document last year, it has emphasized that we must “strengthen scale, integrate traditional radio and television media and new media resources, realize centralized development and operation of various new services, and enlarge and strengthen Internet radio and television stations”. In order to encourage operational effectiveness, the General Administration of Administration also reminded that radio and television stations should set up direct specialised agencies to operate networked radio and television stations and adopt a market operation mechanism. After having a certain scale, they can turn enterprises into enterprise entities and form a special profit model.

In the advancing wave of mixed ownership economy, online broadcast television stations with more market colors are expected to become the starting point for SARFT to implement a new round of reforms, which is expected to bring about the effect of “one stone with many birds”:

1, can promote the radio and television industry reform. Infuse market vitality for the development of internet radio and television stations, re-energize the competitiveness of the entire radio and television stations in content and operations, and form a virtuous circle;

2, can expand the competitiveness of the local media. Promote the emergence of large-scale Internet radio and television stations with diversified corporate nature, open operations, and large-scale operations in the market;

3, can improve the supervision, so that those who use the content, the terminal layout of the old "playing the ball" of the Internet companies, to standardize;

4. It can purify the content market and combat the infringement of intellectual property rights;

5. To attract more capital, technology, and talent to the new media.

I never think that traditional radio stations have lost their competitiveness. Up to now, although many Internet video companies claim to be making home-made dramas, most of them are creative, and the overall quality is rough, and some of them are merely clustered. The most cattle content planning and production teams in China still focus on television stations. Just because of institutional constraints, their strong content production and talent value cannot be truly reflected.

In the past two years, several of my TV station friends have switched to Internet video companies and have become the main force. They only lack an open window.

Some commentators said that Internet companies grafted on radio and television, mainly for licenses, I feel too short-sighted. In particular, LeTV, after being rectified, remarked that there was little choice and no choice but to eat as if the cooperation with Chongqing Radio and Television was to grab a license, and even came up with such remarks: After setting up a joint venture, after applying for a license, LeTV will become the main operating entity.

This is just as ridiculous as it said it was to apply for an OTT license on its own the other day. The radio and television reform is so complicated. How could one company start a small stove first? LeTV's remarks revealed its eagerness for quick success and failure, lack of self-confidence, and the opportunist tendencies to constantly unfurl political resources in corporate operations. Of course, I am more skeptical that it has the suspicion of manipulating the stock price.

Of course, this kind of cooperative action can bring some content to the Internet companies to the sea, but I think it is an exaggeration to directly license them.

In spite of this, I think that the trend of popular, Youku Tudou, and LeTV's grafting of traditional radio stations will become the next trend. This is not merely the demand of Internet companies, but also the demands of the reform of the radio and television industry. It needs to adhere to a clear regulatory position while releasing the signal of openness for itself and for the entire industry.