Internet TV: Capital Impulse and realistic dilemma

Shawiding CEO, who met two investors, is making the final round of funding before landing a shares. The company, which engages in internet television, is in contact with various capitals and has contacted more than 10 investment agencies for one months.

Shawiding to this newspaper that the Internet TV is the PC, mobile phone after a few years, the largest, and also the last Super "gold", will likely give birth to giant companies.

According to Digital TV, China's Internet TV market will increase its revenue capacity from $50 million trillion in 2010 to $1.38 billion in 2016. By 2017, the number of internet TVs in China will increase from only 2 million in 2010 to 93 million units, overtaking Japan as the world's second-fastest-growing market.

Internet TV is being stared at by all kinds of capital, especially the cultural industry fund. Of course, the same time shot and the Lei. However, a few days ago, the "millet box" is not so good luck-Lei accidentally, step on the footsteps of Chen Tianqiao. Recently, Millet has just released its own concept of a product "millet box" after a few days, on the bulletin said "the Millet box because of system maintenance, November 23 at first suspended video content services."

Now the "millet box" to let people realize that can not be bypassed is SARFT, but the pace of capital chasing Internet television is not stagnant.

The abacus of the capital

Although the two screens of mobile phones and PCs have created great commercial value, in the eyes of investors, the television screen or virgin land, the future commercial value of the imagination space is very large.

At present, the TV boot rate is very low, people either go to the internet to watch movies, TV dramas, variety shows, either on the big screen TV to pick up the computer, if you can put the high-quality content on the internet to the television, is entirely watching the control experience of television, relaxed, simple, and the cost of users to pay only to eat a meal of money-as long as under 399 yuan , the user needs exist and are strong, the previous product did not meet this demand.

Based on the above judgments, a senior analyst at a leading venture capital agency said they had counted the accounts: 400 million households in China, more than 400 million TVs, and fixed broadband in China at the end of 2011, which is 140 million, and the annual sales of color TV is 40 million units, of which 40% are smart TVs, According to 300 yuan a box calculation, the market size of the box is 40 billion yuan.

A smart TV based on 5000 yuan, this part of the market size is 80 billion, add up to 120 billion of the market size. And these 120 billion hardware is only the market size, but also add video value-added services, such as the music as a VIP on demand, this initial although not too big, but will be more and more big.

The frequency of television updates is 7-10 years, and the market on the stock of television already has 400 million, broadband 140 million, this 140 million-stock TV market can be turned into smart TV through a hundreds of-block box-although the box's profit is very low, but if the volume is large, but also considerable. In addition, it is also a high margin of smart television test water.

And the video is just the first step, the future around the imagination of the television space There are many, such as video games, now in Europe and America has been very hot, such as Xbox360, in addition to video calls, E-commerce and so on.

In addition to VCs, internet companies are pouring in. November 12, the founder of the Music network, CEO Jia Yue Pavilion said that Kai-Fu Lee has invested in the music of the network's subsidiary music as a new. Lok See investment of 28.28 million yuan in cash and the original music video TV division of assets to the new company, accounting for 72% of shares. Le Vision Network announced in 9 months to launch the video TV Super TV, to become the world's first to launch its own-brand TV internet companies. Before the video Super TV, Le Vision is about to launch its own box in December.

With the intervention of Internet companies, play also immediately "internet" up-the first enclosure and then collect money is a sign of practice.

Enclosure

Millet co-founder, Vice President Li Vanchang to this newspaper said: "The current" millet box "in accordance with the relevant national policies, with the Internet television integrated platform and the licensing agencies to work closely to start the next round of testing as soon as possible."

Of course, the Millet box is not a grand box, Lei is not Chen Tianqiao, Lei investment is not as high as the original Chen, the rice box was not blocked like a grand box of abortion to Chen so cold biting.

The newspaper learned that Millet was in close contact with another 2 million OTT encoded by the hundred-vision.

The smell of sensitive internet giants in the field of television has been flashing, but the broadcasting industry is not as open as the internet industry, the first to make the rules, the Internet companies used to do their own import business logic and the benefits of the benefit of the good I am afraid it is difficult to replicate. In the field of radio and television, they must find a licensed "lover", mostly through the formation of joint ventures to get a piece of the opportunity.

Hundred-Vision, Lok Vision are on the fast floor of their own box, speeding up the enclosure. Gifted friend of the CEO Shawiding revealed, gifted friends have with more than 20 provinces, municipal telecom operators began to cooperate, by 2013, the built-in gifted punk terminal Skyworth TV shipments will be more than 2 million units.

In July of this year, Archie selected the license of one of the central radio, central and New media company, and Jiangsu Television set up the operation of Internet television joint venture company-Galaxy Internet Television Co. Archie Public relations director of the frozen to this newspaper said that the current project in the technical reserve phase.

Tencent, in March, reached a partnership with future television (CNTV). However, it can be heard from Ma's words, not only video, Tencent's goal is actually to its more product services, such as QQ, are introduced into the Internet television-but so far there is no further action.

Hardware manufacturers are also eyeing. The newspaper learned that Skyworth is about to launch a built-in pay channel "Hollywood" Cool TV, the channel behind the holding of the Southern media licence of the gifted peer-music platform to provide services, will be divided into the mode of cooperation.

CIBN (China International Radio and Television network) has not been as bad as the internet company's own money. Liu Xiaoxian, general manager of China's Guangdong side, revealed that CIBN Internet TV will be taken by the terminal expansion model is likely to be a cooperative model, CIBN will develop a rigorous and reasonable division of rules to encourage terminal manufacturers and in the CIBN Internet TV platform content, application and other partners to promote common.

Problem

It seems that "internet TV" is not only a capital, technology and operation of the industry, but also a "partner" business. If you want to make the Nuggets Internet TV, you must have three conditions: licensing, coding and access control platform.

According to SARFT's "holding internet television licensing agency operating management requirements" (Industry said 181th) in the provisions of "Internet TV integration platform can only choose to connect the SARFT approved the Internet TV content service agencies set up a legitimate content service platform, before providing access to services, Internet TV Integration agencies should check the legality of Internet TV content service platform.

And the 181th document clearly stipulates: "The Internet TV integration platform can not be linked with the site set up on the public Internet, not to the public Internet content directly to users." ”

At present, SARFT has issued two batches of Internet television licences.

The first batch was sent to Chinese network television (CNTV), Shanghai Media Group (the company), and Zhejiang Television and Hangzhou Radio and television joint venture company. The second batch was sent to the southern media, which provides operational support for it, Hunan Television, cibn and Central People's radio.

Liu Xiaoxian, general manager of CIBN Internet television, said the SARFT's stated intention was that television was a public screen, not as private as a PC or a mobile phone, and that it had to be controlled by a licensee and responsible for the content.

In fact, the so-called "Internet TV" is not the content of the Internet directly connected to the television, but through the internet will be the closed content of radio and television users can be on demand at any time. This means that content is still limited. Will this reduce the appeal of Internet TV? Also, profitability is a problem.

China Interactive Media Industry Alliance Expert Committee members, the digital culture industry group leader Bao on the profit prospects of internet television is doubtful, Chinese users do not have such a strong willingness to pay, and domestic TV dramas with serious homogeneity. "Radio and television in order to solve the problem of the homogeneity of the TV series walked for ten years, finally found a self-made variety show road." "Bao said.

This is clearly also the painstaking of Internet TV nuggets people think.

CIBN Internet TV general manager Liu Xiaoxian now consider more from the user personalization as the core level to design its platform and business model. In his view, users in the future to open their product interface to the best of their minds, so as to introduce more models-for example, according to the same characteristics of the crowd to recommend, guide consumption.

Liu Xiaoxian revealed that, in fact, CIBN Internet TV platform from the beginning of the use of a variety of content and application service model go hand in hand, he does not want users to think that Internet television is only video or an application. And once users find their favorite products and services, profitability is not a problem.

Le Video network vice president, music as a new senior vice President Yang said, le Vision will be established a "platform + content + Terminal + Application" of a set of ecosystems. It is responsible for the development and sales of hardware, System software, LeTV UI system including Super TV.

Shawiding expects more than 1 million paid subscribers to TV terminals and set-top box terminals by 2013. By then, the goal of the cooperation channel between you and the telecom operators will also reach 1 million paying users, and the 2013 will realize the "double hundred" goal of paying subscribers.