2015, can internet TV be a comeback

After half a year of chicken-flying dogs, the internet TV industry is completely quiet.

Once actively or passively involved in the internet TV nuggets boom in video sites, television manufacturers, licensing and small entrepreneurs, began to collectively aphasia, as if it had been 2013 years ago, as if it had never happened.

At one time played the most Hi music, has been more than half a year no more new TV, music video box is still in the state of sale. Their last three sessions, there are smart toys, a car UI system, and the possibility of the launch of the video phone this afternoon, but there is no Super TV, the old rival of music, like Millet, is scheduled to appear at the end of last year, Millet TV 31 postponed, the date of the day is not available; and Sohu Video, has also been a vigorous formation of the hardware team, but NetEase technology recently got the news is that the team has been quietly compressed and even dissolved; PPLive was also not spared, earlier last year, Lenovo on behalf of Lu Yan as PPLive's new CEO, the somewhat marginalized video site to bring the hope of hardware redemption, but the situation changes too quickly, Not to the end of Lu Yan was the Su Ning Department representative Zhijun replaced.

For the participants in the crumbling old order and the new order that has not yet been established, Internet television is a piece of meat that is close at hand, but cannot be easily succeeded. They all hesitate, wait and see, all waiting for a common answer: When will the spring of internet TV come?

It can be expected that the wheels of history will roll forward, and this day is not too far away, but it is debatable whether the old system is to be destroyed or rebuilt.

The slow march of Temptation and repression, gaming and compromise may be the main theme of the 2015 Internet television industry.

Status quo: Regulatory challenges remain to be broken

When it comes to internet television, it has to be regulated. Many people interviewed by NetEase Technology believe that regulation has become the biggest obstacle to the progress of the whole industry.

Since June last year, the Internet television industry's competent department of state Press and publication of SARFT (hereinafter referred to as "SARFT") issued a ban, request the next video app, rectification of illegal terminals.

This means that the video content of internet TV and the content of public Internet strictly distinguish, video site into the living room channel blocked, profit model will be limited.

Although the SARFT series of rectification measures attracted a lot of criticism, but in fact, according to the basis is the 2011-year SARFT issued the "holding Internet television licensing Authority operating management Requirements" ("181th").

Article 181th, the content of Internet TV must be connected to the SARFT approved the establishment of integrated broadcasting control platform (also known as "Licensing Party") on the compliance. So far, there are seven licensees, namely, China Network television, Shanghai Media Group, China Media, southern media, Hunan TV, China International Radio and CNR.

Do you give the license to the licensee to operate the copyrighted material you buy? A number of video site owners in interviews with reporters have said that it is impossible to achieve, the reason is: first, the video site does not have the right to speak, is in a passive position, cooperation means that for the licensing party to do the wedding dress; second, there is no reasonable mode of sharing, take the real money bought copyright free or cabbage price to license to use, Video site unwilling to heart.

In fact, whether it is the video site as a representative of music, or millet as the representative of the latter, all want to build their own ecology, rather than simply to do a content provider. The benefits of a self-built ecology need not be much: first, in hardware, Application Mall, user pay, advertising revenue and other aspects, can find a profit point; secondly, the hardware shop, content charging strategy easier to quickly expand their own forces; third, the television users, can be in the living room to carry out electrical business, education, medical and other services.

In order to build the ecology of the 2013, the manufacturers have to rush into this field, the 181th text was in a non-existent. The 2014 problem is that, after all, Internet TV is not a purely incremental market, and it is not quite the same as video, search, social, gaming and other pure Internet forms.

The honey of a, the arsenic of B. The tide of internet television has brought a very serious challenge to the old broadcasting System. To a certain extent, internet television is in the disintegration of monopolies and privileges, and its bright prospects are also representing the new monopoly, the establishment of new privileges.

It is not surprising that SARFT has been reorganized.

Careful analysis of the SARFT rectification measures are not difficult to find: its core is still content "controllable", which is beyond the industrial and economic aspects of the consideration. Of course, the intention of protecting the old system, delaying the pace of internet power, and striving for the time window for transition is also contained therein.

In short, sarft a heavy blow to the Internet television industry back to the original road.

To solve the bell also need to tie people, the current lonely Internet television industry, to be again prosperous still have to feel, waiting for policy easing.

Response: Guerrilla warfare continues

Policy, there are countermeasures.

The temporary stranding of the Internet television industry has not completely extinguished the enthusiasm of the participants. We have been looking for a viable means of survival by partnering with the licensing authority, exploring other application forms, technology avoidance and so on.

Article 181th objectively promoted the licensing side of the industry status, making it a popular video site and TV manufacturers welcome the sweet cakes. Last year, Youku potato shares in the country, Guangdong, Archie Art Internet television division by the Galaxy "incorporation", Alibaba shares in China, Lok see in the face of the licensing crisis also announced the emergency and Chongqing Radio and television set up a joint venture.

Video site together with the license plate is rife, but it looks more like a self-preservation, the real significance of how much remains to be seen.

However, the ecological dream will not sit still, you can see a lot of manufacturers around the video this sensitive area, trying to focus on games, education, electricity, medical and other areas to seek new growth. But the total number of users of Internet TV is still very small, the ecological circle has not yet formed, killer application did not appear, user habits need to be nurtured, the interactive way also need to improve. For a variety of reasons, leading to the core of video-bypassing the development of Internet television is not smooth.

Fortunately, although the video site can not be justified to provide content for Internet TV, but users through the DLNA, Flash, Miracast and other protocols, using WiFi to the mobile phone, PAD, PC playback of video content onto the television. Although the steps are cumbersome, but it is also a curve into the living room of one of the channels.

As a technical tool, and almost no cost of software features, the multiple screen interaction through WiFi is not likely to be targeted by SARFT, even if the video app itself does not provide such a function, in the Android system on the basis of open, users can use the same third-party software to achieve. SARFT wants to plug the access to Internet content freely into television, and there is no other way than to force internet TV to use its own operating system.

It is reported that the television operating system developed by the SARFT TVOS1.0 has been vigorously promoted within the system, but a reporter interviewed the top of the TV manufacturers do not optimistic about it, "TVOS1.0 experience, openness is very poor, and the mainstream of the TV UI can not be compared." ”

This means that, under the premise of unchanged policy, multi-screen interactive technology will be a great way. Of course, many third-party aggregator video apps, such as Tetje videos, TV cats, and VST can actually run as usual.

Guerrilla warfare, waiting to open up, this is the common mentality of many industry participants.

Waiting for the Dawn

No matter what the ups and downs, the popularity of internet TV popular by users is inevitable.

Data show that the current user size of cable TV is 224 million, IPTV is 32 million. 2013 Internet TV users are about 10 million, the current Internet TV users about 30 million. Through two years, Internet TV has reached the number of users accumulated in IPTV8 years.

It is not hard to predict that there will be more significant growth in 2015.

The current situation of the traditional TV industry will find that the trend is more obvious. According to the statistics of Oviyun net, last year domestic color TV market total was 44.61 million units, fell 6.6%, for the first time in 30 years decline. Sales of 146.2 billion yuan, down 14.5% year-on-year. TCL, Skyworth, Changhong and other manufacturers have also appeared in different degrees of decline.

The big picture of internet TV replacing traditional TV is self-evident.

However, as an extension of the Internet to traditional industries, the growth of internet TV shipments does not equal the prosperity of the entire industry. In the age of interconnected things, hardware is becoming the medium of content and service, and its importance has changed.

In order to develop the Internet TV industry, content and application are the key, and it is urgent to build an open and healthy ecological environment.

This eco-SARFT wants to do, video sites want to do, home appliances manufacturers want to do, start-up companies also want to do. Content and copyright are dispersed in the hands of several video giants, and the application market is the top of the hill. 2015, the Internet television to want healthy development, resources integration, build platform may become the breakthrough point.

How to control the contents of the premise, the establishment of a large open and win the platform, so that many benefits, each out of its force, users see what they want to see, experience the services they want to experience, this is the need for all participants to think about the problem.

(Responsible editor: Mengyishan)