Internet TV without internet content?

Why does content suddenly become important? Li Ruigang said that when the channel becomes divided, the content will be strong. The contention for content will become the main focus of ecological competition in the future. Let's take a look at ecology, it has always been from the platform to the content, to the terminal, to the application, the overall around the user in building TV; millet crazy layout content, but also to create their own closed-loop ecology. Of course, whether Jabez or Reebs, the two are learning Apple...

However, the recent outbreak of the ecological crisis of China's recent channels and smart platforms cannot be separated from the "strong supervision" of relevant departments, allowing the crisis to erupt in advance. Titanium media editors have made a thorough review of the supervision actions taken this year and how the contents have been forced to be "king" step by step, which is also a summary. The channel platform hookup content is the only way out, and the hardware-centric Internet TV is being eliminated step by step.


Since LeEco prosecuted the content of the millet box infringement in June this year, Internet TV has experienced a period of “painful and painful” pain. The supervision of the SARFT has entered like a fist, and it’s killing. This directly leads to what we often say, and Internet TV has lost. "Internet content."

However, Internet TV is far less fragile than we thought. In the past double 11th, the TV industry is still extremely busy. The single "Tmall" platform has made three "firsts", and both Internet TV players and traditional manufacturers have announced that they are the first.

According to the Tmall data cube, the total sales of LeTV, Xiaomi, Kukai, and Mocha branded Internet TV brands broke 440 million, and Hisense, TCL, Skyworth, Changhong, The total turnover of the six traditional TV brands of Sharp and Konka exceeded 550 million, and LeTV, Hisense and Xiaomi respectively accounted for the top three.

From the data point of view, the gap between the two camps does not seem to be large, but in the entire TV market, Internet TV sales are still far less than traditional TV, traditional manufacturers are still large players.

The living room became more expensive...

Although LeTV and Xiaomi have a loud noise in Internet TV, the popularity of Internet TV still needs time to resolve. First, the awakening of user awareness and the cultivation of user habits take time. Second, the popularity of high-speed broadband also takes time. Matching high-speed networks, Internet TV is no different from traditional TV.

According to the analysis of iResearch Consulting, the sales of connected TV terminals in China will increase by 38% year-on-year in 2014, which is the peak of growth in recent years. Apart from Internet companies such as LeTV and Xiaomi, which are pushing hard, traditional manufacturers have also played a significant role.

Like the TCL iQIYI TV launched by TCL and iQIYI, Coocaa and Glory, the Coocaaut Glory A55 smart screen, the smart TV “VIDAATV” launched by Hisense, and the Internet TV KKTV launched by Konka Group and CNTV, etc., One of the most worth mentioning is the cool open A55 smart screen, is considered a subversion, the entire TV has no interface, no remote control, there is no non-hierarchy UI, can only be manipulated through the phone, and all the content on the phone Can be pushed to the TV via mobile phone. For example, Cool Open offers genuine HD video resources. You only need to press Push in the video related interface on your mobile phone, and the smart screen can display the content you want to see.

Although traditional manufacturers have rushed into the Internet TV industry, they still rely on hardware to make money, and Internet companies represented by music are different. They started off as low-price tactics and are not interested in selling hardware to make money, such as LeTV. When it first entered the field of television, the most subversive is probably its price, which is not a small innovation in the hardware thinking of the traditional television industry.

When LeTV appeared on the market last year, Jia Yueting said that LeTV's revenue from the content package will be the most important profit point in the early days of Super TV.

For the living room, which has become less and less attention due to the decline of ratings, there has been an infinite imagination after the Internet access. Almost all people think that the future of television will be more than a viewing center. It will also be a consumer center and a family entertainment center. They will watch movies, play games, purchase tickets, pay for water charges, and so on. Let’s come seeing music. Ali comes, Xiaomi. Also followed, all of a sudden, the living room became more expensive.

Internet TV's "barbaric" growth was halted

For Internet TV, “seeing” will become one of the choices. Users will have more time to spend on “playing” and “using.” This is precisely where SARFT is not happy if it is released. , Not only a major problem in the supervision, even the fate of broadcasting and television systems are worrying, so SARFT has always been a rejection of Internet TV.

Ten years ago, Chen Tianqiao, CEO of Shanda Networks, shouted, "Turn the TV into a computer." In 2005, she launched the "grand box" and was stopped by the SARFT the following year. The reason given by Broadcasting and TV is that all those who have put Internet content on television without a permit have been suspended.

However, no one can ignore the development of the Internet. Since 2008, even domestic color TV manufacturers have begun to transform their production of Internet TV. However, due to lack of supervision, many Internet TVs can directly access the public Internet. This made the SARFT very worried and called for a stop. Different from before, the suspension of this radio and television has been boycotted by six domestic color TV vendors such as TCL, Skyworth, and Konka. The China Electronics Video Industry Association also represented the six color TV manufacturers and jointly signed the General Bureau of Radio, Film and Television. Pretty internet television.
SARFT was thus forced to award Internet TV licenses in batches: the content broadcast on the Internet box must be provided by the owner of the content service license, and it must be reviewed and managed by the owner of the integrated business license before it can be broadcast.

Cooperation with licensees began to allow Internet TV to enter a period of rapid development. Until 2013, LeTV and Xiaomi released their TV brands one after another. Internet TV really entered a period of “barbarous” growth. The result of barbaric growth was the SARFT’s wave. With the "Document 181" this sickle began to castrate.

According to "Document No. 181", "Internet TV terminal products must not have other channels for accessing the Internet, and must not be connected to the relevant management systems and databases of network operating companies." SARFT issued an order regarding the immediate closure of Internet TV terminal products. Video software download channels, including all kinds of video APP, video aggregation software and Internet browsers.

As a result, Internet TVs have lost "internet content." To make "TV become a computer" was not a decade ago, it is still difficult now. At least, radio and TV don't want to see such things happen in their lifetime. The radio and TV industry hopes to see that, as it is now, all terminal contents, regardless of their source, are counted in the integrated broadcast control platform management, and all content on the platform is the responsibility of the licensee. Of course, if you do something, you will first ask the licensee for an offence.

As a result, most of the features of smart TVs have been castrated, and smart TVs have returned to fool TV. This is a comment from netizens. Although it is a bit overwhelming, it tells us a truth. “Look at” is the most important priority of current Internet TV. What is plain is content, copyright content.

Therefore, Jia Yueting said in an interview with the media not long ago that strict policy oversight is good for LeTV's development in the long run. Behind this is the natural support for Jia Yueting is "LeTV."

Hardware-based Internet TV will be completely eliminated

For Xiaomi TV, after a variety of video apps were unloaded, a single Thunder would not be enough to support its "ecological heart" and it would be slightly shabby compared with music.

So we saw that Xiaomi had dug up Chen Wei from Sina. Lei Jun immediately sent a gift of US$1 billion to meet with Youku. He first invested in Youku Potato, and then he became a shareholder of Iqiyi. Now, Lao Chen and Guo Degang’s “crawl” on Weibo. It is necessary to talk about the content operation and investment. In the future, it is necessary to take a leg with the Sohu video. The content of this thing is an urgently needed shortage for Xiaomi.

Of course, no matter if it is for the sake of land or for iQIYI, the stronger content platform also hopes to have more channels to display. Moreover, cooperation with Xiaomi can sing capital dramas, why not do it?

When it comes to content, the licensee has its own content. For a long time to come, the number of content resources of the licensee will determine the choice of TV manufacturers. However, this standard is naturally not the most important choice for players like LeTV and Xiaomi to engage in ecology.

Let's talk about ecology, it has always been from the platform to the content, to the terminal, to the application, the overall around the user in the creation of television, millet crazy layout content, but also to create their own closed-loop ecology, of course, whether Jabez or Rebus Both are students of Apple.

The Internet TV of the future may be really like everyone thinks, not only the viewing center, but also the application of consumer centers and home entertainment centers, and perhaps as expected by broadcasting and television, in addition to watching, it is to look at it, no matter where One type of Internet TV with hardware as its core will be completely eliminated.