Mango TV calls for more TV stations to work together to create a Chinese-style Hulu

This year, Hunan Radio and Television launched a solo strategy, some industry media called "Traditional TV station to the Internet to start the first shot." At that time, some media thought that Mango TV is a "spoiler", but also the media questioned "solo, is pie, or trap?", "Is it death, or is it an attack?" BCC Interconnection CEO Zeng Author "Hunan Taiwan independence broadcast event will catalytic the new pattern of video industry", that "regardless of future television station's new media platform can occupy a place in the Internet video field, Hunan Taiwan move will have a significant impact on the entire video industry pattern, The event will even become an important watershed in the video industry. "Five months have passed, the single after the mango TV how today, the next step will be how to develop, with these problems, BCC interconnection Dvb+ott Fusion Innovation Forum to Hunan Study Exchange, in the afternoon of September 25 to Happy Sunshine Company President Zhang Juopo an interview. The picture is: Happy Sunshine President Zhang Juopo "The user is follows the content to go" "" April 20 starts alone, June time we only the PC end peak time average number of users already 14 million. In fact, users go with the content. Zhang Juopo begins directly Han. For the content copyright of Hunan TV station, Zhang Juopo said that the happy Sunshine was founded eight years ago, and Hunan TV signed a 10-year copyright contract, this year is just all the homemade programs and own copyrighted program content no longer distribution, but all in Mango TV alone. Mango TV is not only a one-way from the mother to take the copyright, "Now we're starting to get involved in all of the programming in Taiwan, Zhang Juopo says, in fact, with each channel's team to do the content, blending is getting stronger, including the Big Show now, including the Golden Eagle Festival Party, Mango TV are involved. Mango TV platform will broadcast some "TV not broadcast version", such as where the father went to do a large number of television broadcast unpublished. "There may be some more tricks in the future, that is, in our two different platforms, some of the content is in your broadcast, others are on me." "According to the introduction, Mango TV's program reserves currently reached 500,000 hours, as of this year July, on-line volume of 80,000 hours, of which high-definition programs accounted for nearly 50%." Talking about with Hunan Taiwan co-financing, build 1 billion unicast program, Zhang Juopo said, in the network of production, has been filmed completed, including the "Tricks of the River", "Gold Matchmaker" and other 4 network drama, will be more than Archie 30 original network drama number. "The Mango TV platform will be built to be a ' special ' for you," the content of which is not visible on other platforms. Zhang Juopo said, "In a short six months, our team number doubled, now 800 supposedly people." "Internet TV users, Mango TV is far more than others" Zhang Juopo said, the current video site the entire industry's flow distribution about half of the mobile end, slightly more than the PC end, the total number of users basically each accounted for half, browse the number ofThe moving end will be stronger because of its fragmentation characteristics. At that time, the "Beijing News" reporter and Bcc interconnection joint interview, the reporter asked: "Internet TV this piece of data, I heard is not mango TV is lower than Cntv, Hua number, hundred vision?" In this regard, Zhang Juopo clearly said, "Everyone is claiming these, about the number of users, I totally believe this, because they do it earlier than us, but the silence of the user is quite a lot, is to buy this one machine, activation rate is very low ..." "I've been through different channels to know how much bandwidth we all use, This is the most accurate. We have used a number of CDN service providers, through the data from the service providers, in terms of bandwidth consumption, without any modesty, in fact, so far, we use the number of users, certainly far greater than everyone. "The Beijing News" Reporter: Bigger than the number of Chinese, Zhang Juopo? Zhang Juopo says Mango TV attaches great importance to Internet TV. "We started doing OTT last year, and at the end of last year I said that this year is going to give the company its full strength, and even let Hunan Taiwan do its best to do new media business." At present, we cooperate with the set-top box manufacturers have thirty or forty, the domestic big TV brand as if in addition to Hisense has not formally cooperated with us, all the other TV manufacturers have cooperated with us. At the same time, the PC, mobile end is also necessary for us to develop, because the future many linkage, including brand building. Finally, Zhang Juopo said, our country's current OTT business total user volume is still on the low side. "The revenue to sell the copyright, that is, the money to buy coffins" for Hunan Taiwan's solo strategy, Zhang Juopo first analyzed the newspaper media was swallowed by the internet process. "Including Sina and other portals, a year to the Xinhua news agency only to hundreds of thousands of, give it at most millions of, it all the news resources taken away." Other newspapers, such as the media, Sina spent a little money, the integration of all the content, the integration of the launch to go directly to it, and then put an ad. So the rapid prosperity of Sina comes from all the media are contributing to him. "Zhang Juopo think that some of the media have also made a struggle, but because" the news overlap too high, a news more than the press will report, "You do not sell it, he sold. Even the media are playing games with each other and competing for price cuts. "" "Video site, and Sina is exactly the original intention," Zhang Juopo said, "The United States, a number of major television networks, not hesitate to change, do not look at the immediate point of this small copyright fee, this is the revenue of the sale of copyright, is the money to buy coffins." In fact, we exaggerate our previous copyright revenue, our copyright sold out of the price is not as high as you think, this money for Hunan TV, the first is not very big, the second is to bury their future, do not feel funny? Zhang Juopo believes that the newspaper has been completely defeated by the portal site, but so far, the television has not happened this matter. The core difference is that video shows are not as highly overlapping as news,It's a scarcity, "like where Papa Goes", not for you, you can't get it from another station. "" There is no essential difference between the video site and the TV station "" Can not simply split the TV station and video site into two different things ", Zhang Juopo stressed that the television station has its own production content, there are also procurement, video sites are now collaborating on some network plays, so everyone's production mode, is actually similar, There is only a slight difference in the channels of communication. Also, the user's behavior habits have shifted. Zhang Juopo cited two examples. Hulu's shareholders have struggled for some time to sell copyright to YouTube, but later thought that once you sold YouTube, there would be no rivals in the market and there would be no such high price for YouTube. "I can say today I sell a few billion out, but how much can you sell tomorrow?" he said. "There is a more important thing, that is, Youku and other video sites can actually do TV channels, because Internet television provides this technical possibility." "Zhang Juopo," I can make a phone call now, let my team on the live channel, after the call they will soon be able to use the carousel to form music channels, TV channels, movie channels and so on, this is the Internet technology. "When video sites such as videoconferencing have a large enough user base on the TV terminal, they can be put into production as high as" where Papa Goes ". However, he is still optimistic about the current live television channel, he said, "Live for a long time, even in the future, it is a rigid demand." Because the broadcast channel itself its first time (broadcast characteristics), even if the video site is very strong, when the production side of the TV series to consider who to sell, always assess who can get the greatest advertising benefits. At present, no matter whether the production organization is socialized production or who, the first time will consider selling to the television station such a mechanism, live streaming this form. "Here, Zhang Juopo seems to imply the understanding of the future TV marketing trends, that is, television and production companies are no longer one-time, but will be combined with advertising, similar to the star of the" Chinese good voice. " "PC, mobile and OTT terminal all pay mode" for the current video site play, Zhang Juopo that "in fact, is simply to fight the money, is that you have big enough dad", therefore, the video site does not establish a real sense of brand competitiveness, "video site funding threshold is really raised very high, But which day to enter is not late, Archie Art how many years before entering the video site, and then went up. Flow, to be able to guide the volume, and then have enough cash, this thing go up how difficult? technology, video site This thing is not a high-tech thing, so soon can make up. "The cost of video sites includes bandwidth and copyrights, and their advertising revenues are not even able to cover bandwidth," Zhang Juopo analysis said.Costs。 "Youku listed four years of loss of 1.7 billion, can be said that no video site has been developed, collective losses, have been so many years, which industry development is not profitable?" Zhang Juopo pointed out that the internet everyone knows to circle users, but circled for so long, not profitable, may be the video site. He cited QQ, taobao example. QQ Although free, but the surrounding industry soon developed. Taobao has been in the loop for so many years, after walking into the cat's way, it quickly became profitable. and "video site circle more users, now it is carried by the copyright, today to stop the copyright, this video site immediately gone, no brand loyalty." "Therefore, Zhang Juopo that the current video site development model is" deformed ", so he wants to" make this business model a positive. " He points out that the current video site "is not the same strategy, but that they are completely open to the use of unified mode at different terminals." Our PC, mobile, and OTT terminals will all be paid for, and users can use them on three screens. Zhang Juopo added, "In addition, some copyright owners will now require us to do payment mode to give us copyright." "Of course, Zhang always said here that the pay model, not all content is estimated to pay, the current Mango TV in the IPTV, OTT terminal to take the strategy is 70% content free, 30% content to pay, free and paid content to take the way of mixing." It may be a long process to take a toll-free, step-by-Step guide and foster a user's pay habit, and it will require more joint action from the industry. "I hope more TV stations will work together to make Hulu mode." Indeed, BCC, the CEO of Zeng, said in a speech that because of the lack of a user to pay for video content of a large chunk of revenue, so whether it is television, cable networks, video sites, etc., China's entire video industry is very sad on pay-TV, The current cable TV is charged only basic maintenance fees, the vast majority of the maintenance network is the cost of normal operation. 11 years ago began to start more than 100 sets of pay channels, but the entire industry is now basically a half-life. When there was a hothead days Sheng company to buy out the English Premier League football League, or even own channel marketing, but eventually failed to become pioneers, did the martyrs. The core reason, probably the most important point, is that alone, failed to pull the industry more players come in to change the rules of the game. Perhaps it is just like the days of the Don Quixote to pick the windmill alone, Zhang Juopo can not help but ask: "How many TV stations are willing to start acting like us?" In the analysis of video web site currently faces copyright and bandwidth double capital pressure, Zhang Juopo pointed out that the TV station is not like video sites, since there are a lot of copyright, so this thing TV can play. "such as Phoenix Video, relying on its own news and other content, the current daily average UV number of more than 13 million." It is using their own TV content, propped up a video site, this is already a case. "Zhang JuopoBlushes to the BCC interconnection, said, "I most hope that through your media guide, to guide our powerful TV station to participate in the Hunan Satellite TV strategy." Because of this, will form a video site and TV two big camp to come together to do video this business. There are a lot of homemade content, there is a certain amount of financial strength of the TV station, is able to enter the middle of this game. And when you come in, you'll be amazed to see that this thing can actually be done! " For if there are more television stations to start a solo strategy, is the formation of the overall atmosphere, or alliances tied into a team? To this question, Zhang Juopo not hesitate to say, "Is Hulu mode, is a few TV stations and together to play a video site." "Hulu here is a video site set up by several television giants such as NBC Universal, News Corp's Fox and ABC, the Walt Disney Company," said the president. Hulu in the development process, shareholders have actually been in the new media as a new distribution channels, or the future of the new Media strategic transformation carrier, ends, hesitant. So once I wanted to sell Hulu, I finally figured it out and stopped selling it. But on the whole, Hulu is still a more successful video site for traditional television stations. Zhang Juopo said, "Several television stations together to create a video site, is my most wanted to achieve the form, we can release a part of the equity." "For the main body of cooperation, he thought still need like Jiangsu, Zhejiang as strong production capacity of the large Taiwan, even for the proportion of shares take a very open attitude," according to the valuation situation, if your resources are indeed bigger than us, then you occupy the big Bai. "For the provincial Taiwan existing direct competition between TV, Zhang Juopo," television broadcast is broadcast, and then the other is on the network, Hulu is like this, the three major television networks to Hulu, they are competitors. "Of course, Mango TV itself to a certain degree, more attractive, more convincing, in order to let others to join, this is the need for process." Zhang Juopo added. "Why can't Ali vote for us?" In addition to the above joint-build Hulu model, Zhang Juopo that there is another path, the capital marriage. "Otherwise we take on other people's shares, form more of this kind of joint relationship, now this era does need to do something like this, is the so-called marriage relationship, this model may make you later in the development process more powerful, now almost no marriage, we are completely independent development." "Then, Zhang Juopo has such a statement:" But we also hope that even I can say, why Ali should not vote for us? We can let go, there is no policy obstacle, if it is also interested, I think this matter can be talked about. It seems to be an olive branch to Alibaba. "We may be a little farther apart, and this information may not be particularly unimpeded, and we welcome these peopleAlso come as our investors. This time the management of the license plate, for the video site is a blow, welcome more people to participate in our process, but also hope that the television organizations can unite. As you just said, Ali shares in the end how much significance? Because Ali was also buying some time ago, and then it has its own sales channels, such as its day cat box, so it has some special advantages, so it is the investor as a marriage relationship, is useful. We also need more people to do it, whether it's a TV agency, a resource investor, a strategic investor, and we're all very welcome. "Next year's planned income is over 800 million," according to Zhang Juopo, this year's happy sunshine income of about four billion, "a part of the copyright revenue, half of the advertising revenue." BCC interconnection estimates, IPTV may be one of the main income, up to now, Happy Sunshine and Hunan Telecom Cooperative IPTV users reach 1.38 million. For next year's goal, "hope to double on this year's basis," Zhang Juopo said confidently. On the decomposition of this goal, PC-side plan 三、四个亿, mobile phone-side operating revenue plan to achieve a billion or so, and with China Telecom, China Mobile cooperation IPTV and OTT business, with radio and television also in cooperation Dvb+ott business. For Internet television, Zhang Juopo says, "Next year must be in the payment of this thing to carry out a very benign exploration", "to the TV terminal, because the licensing limit to enter the case, we will buy a lot of content, far more than the PC, mobile end of the content, will not be limited to the own content of Hunan radio and television. "The expectation for the size of the paid users is expected to reach 20%-30%, and for paying users, the TV, PC Mobile and OTT terminals will be fully accessible and can be used simultaneously." For brand promotion, Mango TV chose to use the PC, mobile end to quickly build the brand of Internet TV, and the potential intention is also for the future of a cloud multiple screens, especially the television screen. According to Zhang Juopo's assumption, the internet television will be in accordance with the "Member" mode, the main profit direction depends on the user pay, however, the implementation of this model will need time to accumulate. Therefore, the expansion of the number of members is bound to become the primary task, so to the members of the direct broadcast of the brilliance-Yu concert, and so on, are mainly to achieve this goal. "Network premiere, TV two-wheel broadcast, it is likely to happen" Finally, for the original video site development trend, Zhang Juopo that the future will not be like all the Web site so homogeneous, all-inclusive to buy content, but will gradually move towards the brand like the current TV station, differentiation. "For example, in the United States, you go to the Netflix site to see a movie, watch a TV show to Hulu." A variety show like where Daddy went, almost became a solo on a video site. "China's good voice" now only on a website can see, that is, Tencent, other places are not seen. "TV is also the case, the original selling copyright is a five-star, a play ten stars, turn on the TV channel is all" Liang JianNow, two stars in a play. Go down again, the video site will be like this. "The final battle, ultimately, depends on how much quality you can get." "Zhang Juopo stressed," rely on the bulk of the copyright to buy TV series to prop up this video site, the current level of traffic and advertising, resulting in the collective loss of video sites. So the video site to do homemade programs, this is not simple because the homemade drama than buy a play cheap, not simply look at the price problem, a certain price, than its advertising recovery. "The video site's homemade drama can turn to the TV channel and sell it to the TV channel, which is good enough to work with terrestrial channels and even second-rate satellite channels," Zhang Juopo warns. Network premiere, television as the second round of broadcast, "You from the Stars" is so, the network broadcast the TV station again to broadcast. This is likely to happen in the future, because the advertising value of video sites, compared with the advertising value of the TV station, the unit gold is more and more convergent, it is possible to happen such a story. Now the pace of convergence is getting faster. "As soon as this article was written, I saw the flip of Netflix: Netflix's members will be free to watch them online at no extra charge next year at the premiere of the Crouching Tiger, Hidden Dragon sequel." Because Netflix's direct investment supports Hollywood's film-making, taking money for a speech, and gradually changing consumer habits.