Between TV makers and cable operators, can millet chew it?

Millet phone fans and sunspots attention!

Now is the time to test your professionalism: Do you remember that the only product that was released at the last Millet press conference is the one that insists on staying in the futures market but has not been delayed? If you're racking your brains and you can't remember, then there's nothing to be embarrassed about. , because this gadget and millet are good at the mobile phone is actually not a lot of correlation, it's normal to have no attention, but if someone can blurt out "Mini HD cable TV set-top box," Then I suggest you go to rebels for a reward, because whether it's a fan or a sunspot, Lei His ladyship must praise you for your attention to millet ...

But in fact, this little thing that was lei in the mouth and mentioned, if it is only for ordinary millet mobile phone users, in fact, there is no attraction, but, those who every day thinking about the day to quickly know what kind of millet TV industry people, this small thing will bring a very big shock.

To say the reason, in fact, quite simple: just into the TV industry millet, on the first it is directed at the hardest nut to chew-solve the relationship between TV manufacturers and cable operators to go straight, as long as you use this small peripherals, you can hate the set-top box dour bye, Use the TV remote control directly to watch the rich live content of the set-top box, and get a perfect integration experience. But this little thing has never really happened.

Transforming the live experience is the "Huashan Road" of millet making TV

Not long ago, the millet forum suddenly appeared a gathering of millet high-definition cable set-top box test personnel posts, and the six months has gradually disappeared eyeball hooking up back: have been measured ah, then the goods will be officially on sale! All kinds of circles outside the media reporter began to rush to inquire: in the Mall for many years, has been cunning like a loach rebels, this time is missing what warn't, must pick up such a hard nut to chew? That radio and television swollen Bureau is good to deal with, really not afraid to be hit once again fart?

Millet Choose this Huashan road, there are two motives:

First, the so-called "subversion"

There is a fact that is hard for everyone to accept, that is the use of television to the present, the worst experience is to watch live TV programs: From the beginning of the early 90 radio and television network digital transformation, the cable set-top box to the thousands of households in the TV cabinet, but also countless troubles to the TV users: the tea table was added to a remote control , set-top box slow response speed, poor interface design, people could not help but doubt the purpose of radio and television operators is to make people better listen to the party's voice or hone the will quality?

The pain point of watching TV is 20 years old. Millet HD Set-top box is to solve it: the set-top box with a USB interface in the form of peripherals and integrated with the television, only the use of TV remote control can easily watch the radio and television operators to provide high-quality live signal, will miui simple and smooth use experience extended to live TV watching behavior. This would be the most subversive design on the millet TV.

Secondly, the so-called "complementarity"

In all fairness, the millet does not have the foundation and the superiority: The project just starts, the television domain ability almost is 0, has traveled Daiqingsong from Shenzhen to preside over the entire research and development work, but in the intelligent television most attractive function--the on-line video aspect also only has the future television the copyright content, and music to see a huge media pool can not be compared to the game content and the industry to stand at the same starting line (in fact, everyone is very scarce), really take the shot, and only interactive design a ... But no good interaction, no content is in vain, therefore, the Millet TV team will focus on television, should be said to be a very correct choice: Live TV content as a publicly available free content resources, the use of no copyright threshold restrictions, at the same time the user has a long habit of use, is still just needed to use the scene. Therefore, in order to solve the problem of "content" of millet TV, to enhance the viewing experience of live TV, so that users are willing to spend more time watching live TV content, is the only feasible way at this stage.

Radio and TV operators: efforts to get out of OTT predicament

These, they look good, and they're very well analyzed, but this is completely standing in the millet and the user's point of view of the way of thinking, if standing in the opposite of the problem--the radio and television operator's point of view, then now the problem is: you have to replace my terminal, why should I accompany you to play AH?

The answer is simple: play also have to play, do not play also have to play.

The past year has been called OTT years: The popularity of micro-letter, so that communications operators have been OTT to become a micro-letter flow of the pipeline, and OTT set-top box and the advent of intelligent television, so that broadcasters feel more and more deep crisis: more pay capacity and willingness of young users, Spend more and more time on tablets and mobile phones and OTT devices, on-demand video is not only richer in the content of the program, it can provide popular elements such as young people's favorite American dramas and foreign comprehensive arts, and it can be compatible with this fast-paced society.

Instead of watching the loss of users, it is better to spell one, to see if there is the possibility of self-help, after all, in China, which has almost no cable TV "subscribers" in the country, the light by the so-called "maintenance costs", or can not fill the system so a whole body of the belly of the people ... How to make cable TV service and OTT service harmonious, has had to become the cable operators need to think about the problem.

Still from the Millet high-definition TV set-top box field test This example to analyze, in this case, Jiangxi Province Network as a radio and television operators, radio and television content package as a network conditions, requires each participant in the field test volunteers to buy 300 yuan/year content marketing package (including basic viewing services and interactive on demand, look back and other services), In the millet high-definition TV set-top box solution Provider-good view interactive development support, the success of its services fell on the millet TV, can be regarded as the result of four win: radio and television increased income, good view of the team, millet enriched the content, the user enhanced the experience. If we look at the details of this cooperation, can discover this time the Millet high definition digital set-top box is actually the 1 yuan symbolic price to the user, to the user and radio and television all did not increase the burden, expected in the follow-up formal service mode, the hardware cost will not become hinders the service advancement the resistance.

There may be outside the radio and television circle readers are not clear about the role of good visual interaction, it is necessary to do a simple science here. It should be noted that in our current use of digital set-top box, usually will need a plastic card inserted in order to normal use, this card is called CA card, Simple is mainly responsible for licensing, that is, the license set-top box can be normal and the head of the data communication and interference to make the program play normally, And because the various radio and television departments use the CA vendors and different, therefore, if the millet TV directly content a CA card slot, to achieve compatibility with all CA vendors is a very difficult thing, here will need a good view of the interaction to provide CA solution disturbance of the service, because of Jiangxi Radio and television use is a novel of the CA system, And good view of the interaction as a novel of the company's subsidiaries, so good view can be very easy to solve the problem of CA solution here.

Ecological Circle Integration Road is long

Careful you must be found that the above mentioned in almost all the elements related to intelligent television, but the lack of online video content quotient, is not that content business and such cooperation is not? We said of course not, don't forget for radio and television operators, the hands of the master in addition to the monopoly of the State, There is also a treasure everywhere in the radio and television network.

Think of this as a private network of the grid, bandwidth is basically a negligible cost, and often wasted, but the valuable bandwidth is the online video operators in addition to the copyright content of the largest cost of procurement, so if radio and television can open arms, Let online video operators will CDN server directly cloth in the radio and television private network, will be idle bandwidth effective use, while vigorously promote the use of proprietary wired broadband Internet services, so that on the one hand to help online video operators to enhance their own users with more economic means of VOD on-demand experience, At the same time from the cable broadband better adhesion users, and continue to gain benefits, so that the entire ecosystem more closely integrated.

On the other hand, we have to say more about CA vendors. Jia-Vision Interactive parent company Xin Bo, is already the largest CA enterprises in China, its business scope in the nationwide comprehensive accounting for more than 50%, means that the Millet digital high-definition TV box can be in more than 50% of the country without technology development can solve the problem of technology adaptation, This has also become the core competence of the interaction in this field of cooperation. However, in addition to the novel, there are digital video, Nagra, NDS and days Bellaidid, such as many CA vendors, then how to integrate them into the ecosystem, it is not a good view interaction can solve the problem.

In fact, at the end of last year, the Beijing song Hua Cable Nagra with the help of a similar project with Millet on the rumors, and until the novel expo CA-covered provinces have begun to test also did not see further news, In a sense also shows: Millet in the partner's competitor integration is a very difficult problem.