Video websites rely on 3G to make money and wait 3 years

Yesterday, LeTV announced that it had received approval from the State Administration of Radio, Film and Television and was allowed to start mobile video services in the future. In fact, a group of websites, including LeTV, have obtained red headers from the General Administration of Radio, Film and Television. Using the mobile phone platform to provide audio and video programs seems to be a new opportunity for the video website industry to break through from the bottleneck. However, industry insiders said that the 3G dream of a video website still has many questions about terminal adaptation, copyright disputes, and supervision, and its development is not a one-day success.

The red header file is only a matter of expediency

Although the first batch of websites that received mobile video licenses were only a few, industry insiders believe that, similar to video licenses, approvals for mobile videos will also be issued in batches, just a matter of time.

According to the documents approved by the State Administration of Radio, Film, and television, 3G LeTV can provide on-demand and download services for "TV series and entertainment programs. The State Administration of Radio, Film and Television also said that the units that have obtained the approval must go to the State Administration of Radio, film and television to apply for a license redemption or value-added special procedure within two months with the original "information network broadcasting audiovisual program license. This means that the State Administration of Radio, Film and television will soon conduct standardized management of service providers engaged in mobile phone audio and video programs.

According to relevant sources of cool 6, the State Administration of Radio, Film and Television has not yet released specific management measures on 3G mobile phone audio-visual services. The State Administration of Radio, Film and Television is exploring whether to issue a separate license for 3G mobile phone audio and video services, or combine it with the Internet audio and video license that attracted great attention last year.

"3G is a very big development opportunity for video websites ." Wei Ming, vice president of Youku network operations, told reporters that the company has not yet received approval from the State Administration of Radio, Film and Television. However, he pointed out that the General Administration of Radio, Film and Television needs a process to issue any licenses and approve them. Just like last year's audiovisual licenses, the mainstream video websites will eventually get their licenses.

Various video website practices

It is estimated that the investment in 3G network construction nationwide will not be less than 800 billion yuan. Such a big 3G cake has no doubt been coveted by all parties. Youku, 56, and other domestic video websites are even more eager to expand in the mobile video field.

It is understood that 3G video services include mobile video services, video sharing and videophone services, which can ensure that users can demand high-definition video and audio programs at any time, you can control the playback progress at any time during the VOD process. This means that in the 3G era, mobile phones will become the "third screen" in addition to TVs and computers, and will become a new outlet for video content.

During a conversation with various video websites, the reporter found that all video websites had taken positive actions against the cake of mobile phones and videos. Gu Yongyu, president of Youku, told reporters that in terms of mobile video applications, Youku has formed cooperation with Lenovo mobile phones and has already had reserves in terms of technology. In terms of mobile phone applications, we are willing to cooperate with well-known mobile phone manufacturers with 3G and Wi-Fi functions. Zhou Juan, CEO of 56, revealed that he was concerned about the combination of mobile phones and internet videos after the issuance of 3G licenses, and hoped that the Internet video sharing network would find a value-added breakthrough on 3G, for this reason, they also dug up Wang Jianjun, former vice president of Sohu, to seek a revolutionary business model for video sharing websites. Tudou said that Tudou already has its own WAP website, but it has not been widely promoted.

To make money, you still need to overcome many bottlenecks.

The promotion and orderly development of mobile video services will certainly not be as simple as obtaining a license. It may take at least three years to achieve significant growth in revenue.

Fu Xinghua, chief analyst of Yiguan International, believes that video websites need to make breakthroughs in the 3G business phase and pay attention to two points: first, they need to solve the mobile terminal adaptation problem, ensure that video content can be viewed on different 3G mobile terminals, and solve the problem of secondary video content development based on the usage habits of 3G mobile phone users. Second, pay attention to the video content copyright. To develop 3G services, we need to cooperate with all parties in the industry chain to continuously improve the industry chain and explore new business models.

Li Zhu, CEO of Youshi, told reporters that the biggest problem with the 3G video service is the internet connection of mobile phones. Currently, the business model of all video websites is similar to that of media, and users are offered free of charge. 3G audiovisual services, as a value-added service of operators, must adopt a charging mode. Therefore, if mobile operators do not adopt a more open approach, the 3G service of video websites has no significance.

Fu Xinghua said that 3G will greatly promote access and mobile value-added services. However, as many problems have not yet been solved, 3G will be applied to emerging mobile value-added services, such as mobile video, it may take at least three years to increase revenue.

In addition, there is still no clear demarcation between the supervision of mobile videos. Internet analyst Yang Huaman said that there will be a huge variable in the future supervision of the 3G mobile audio-visual service of video websites, it is difficult to clarify whether the content management is dominated by the Ministry of Industry and Information Technology (MIIT) or the State Administration of Radio, Film and Television (DTV). Currently, management issues similar to those in the SP market and mobile phone reports may occur. Business news reporter Jin Chaoli