More and more local TV stations want to join the network TV market

Absrtact: Under the background of three nets merging, the network video has been displayed in the huge market space of trillions. Anhui TV received the first provincial network television license plate, more and more local TV also want to join the network

Under the background of triple-net fusion, the network video has been displayed in the huge market space of trillions. Anhui TV received the country's first provincial network television license plate, more and more local TV also want to join the network TV market. An online video war is underway.

Is "national team" and "Defangjun" can use the policy, the content resources superiority one alone big, or the private camp relies on the high marketability to continue to occupy the opportunity? Network video market will face shuffle or go to concurrence?

Radio and television system

Triple-Net fusion "kill into" network video

Recently, Anhui TV announced the state Administration of radio and television issued by the network TV license, the local satellite TV reporting network of the process is also accelerating.

Jiangsu Radio and Television new Media division director Fei told reporters, Jiangsu Radio and television should be able to access the second half of the network TV approval. "We are the first to score in the unit awaiting trial," he said. "Fei revealed. Zhejiang Radio and Television new Blue Network director Ninchow said, Zhejiang Radio and television also joined the network of the reporting ranks. Once licensed, Zhejiang Radio and television's full set of programs will be implanted in its own new Blue network broadcast. "Our new Blue Network to transform into network TV there is still a gap, after all, as a portal, not only provide video content, there are a lot of text and pictures, and the future of network television will be mainly video." In the technology to make a big adjustment. ”

It is understood that in the country to promote the "Three network Convergence" news just released soon, Beijing, Shanghai, Jiangsu, Canton and other broadcasting systems to cater to this trend, the radio and television network integration. Reporters learned that at all levels of local Taiwan to establish their own network of television stations, it is incorporated into their "three-net" framework.

Although the current has not been profitable, the number of users to expand only 1 million people of the scale, but Shanghai SMG has also been in Shanghai, Suzhou and other countries with China Telecom cooperation, large-scale IPTV (ie, interactive network TV) access. "Once IPTV is not particularly approved by the SARFT, now the policy has been liberalized, more than the network of telecommunications coverage, you can connect with any carrier, no longer with the use of cable television network, instead of using computers or set-top boxes." Shanghai SMG related official said.

Jiangsu Province, radio and television network company related to the responsible person told reporters, Jiangsu Radio and Television Network incorporated into the formation of corporate entities, is a TV station by 10 cities, Jiangsu Province Radio and television and strategic investors together to form a company, a total of 17 shareholders, registered capital of 6.8 billion yuan, cash accounted for 30%. At present, 13 cities and 36 counties (cities and districts) of the province have achieved full network, interconnection and interconnection, the provincial network of CATV users up to 10.67 million, accounting for the total number of CATV users 70%, of which the number of digital TV users 5.06 million, accounting for the total number of users of the province's 88%.

In addition to these local television stations, CCTV's online video business has also hit a hefty profit. Just finished the World Cup, making Chinese network television (CNTV) scenery Unlimited. Authorized by FIFA and CCTV, China Internet television has exclusive access to the Chinese mainland for the 2010 South African World Cup final phase of the game broadcast (including real-time transmission, delayed transmission and on-demand) rights. Other domestic video sites and portals if you want to share a cup of the World Cup, you must pay a 15 million yuan transfer fee. Soon, Tencent, Sina, Sohu, potatoes, cool 6 and Youku and other websites scramble to hand in the cheque. In the end, CCTV through television advertising and broadcasting rights to sell income 2 billion yuan, while the CNTV only to 6 sites sold new media on demand to achieve the expected income of 100 million yuan, advertising revenue is not published, originally they expected advertising revenue accounted for the estimated total revenue of 100 million Yuan 30%.

Private Camp

Formidable accelerates "food"

"The impact of Internet television on video sites comes from content. When the media is widely developed, the content is the only advantage they have to live on. Whether it is genuine content or pirated content, it is the video site to provide users with the content of resources to support the industry, and gradually mature. Network television to enter the market, news, topic-type programs fear will be network television monopoly, video site content transformation has become inevitable. "New media Research researcher Wang Tao thinks, the arrival of network television, will completely transform the video site existing content model."

Facing the menacing network television station, the video website formidable, the partial already began to adjust the content pattern.

Reporter learned that, since the network of television licences issued, Youku, potatoes, cool 6 and other sites have launched a "self-play" program. such as Tudou recently launched a network of homemade drama "Welcome Love", as well as the previous joint venture with the Chinese film Group to make a new media drama "Mr Thunder", and a few days ago, the first original movie "First Sight" also had a premiere.

Perhaps "self-portraits" will become the last of the video site "life-saving straw." Facing the content superiority of the network television, Wang Tao thinks, the video website has been slowly approaching the TV station's audience rating, taking Youku as an example, the number of clicks on its own play has occupied about 30% of its total clicks.

In the "Private" field, potatoes, Youku and other video-sharing sites, PPLive, PPStream, leisurely, such as peer-to-peer sites, exciting nets, the first video and other video-like sites, as well as Sina, Sohu and other portal-type video in the online video market in one side. 2010 The beginning of the new Year, NetEase launched a video channel, Baidu also announced on January 6 to form an independent network video company, full access to genuine High-definition Network video field.

The head of a well-known video website in China admits that many of its video content comes from the TV station, "If the TV company cut off the cooperation with us, our video content will be reduced 15%-25%." It would be a fatal blow. " Talking about their own advantages, he believes that video sites will have three magic weapons to counter the impact of network television. "The video site attracts users to the point of content, speed and user experience three points." Users want to find convenient, fast browsing, this is the video site can retain users of the main reason. "And the reporter log in to China Network television experience also verified this statement." The reporter found that China network television broadcast related resources response time about 5 seconds, while the login Youku and potatoes and other sites only in 1-2 seconds.

The content of "Regular Army" is king

"Private Camp" user first

Portal sites, search engines, traditional media, online games and other power to kill into the network video market, set off a new round of fierce competition.

Industry insiders believe that video site's profit method usually has three kinds of ways: advertising revenue, user paid income and copyright income. The most lacking for a commercial web site is the third, where a lot of content has to be paid for, which is not a problem for Chinese internet TV stations.

"CCTV has abundant resources, especially for the Beijing Olympic Games, the new China 60 anniversary celebrations and other major events, major activities have exclusive coverage of the advantages, so that a large number of video content can be generated at a time and through different communication platform and terminal multiple use, to achieve multiple value-added." Mindahong, associate researcher at the Institute of Journalism and Communication at the Chinese Academy of Social Sciences, said the copyright program would be expected to be an important trump card for Chinese internet TV. "but also want to see, the Chinese network television broadcast, then included in the national 30 Provincial Taiwan TV program, from the future development look, obviously CCTV station also need to deal with the provincial and municipal television station resources benefit distribution problem." ”

Another person in the industry concluded that the network television stations organized by all levels of television, inherent with the license plate copyright, media channels, content resources, the three major advantages of the current network to broadcast film and television programs video sites, portals related businesses have formed a huge challenge. However, the existing video sites and portals have gathered strong user resources, network television if you want to "Rob" users is not easy.

However, the content and policy support of the best of all levels of television stations, in the process of network television is not smooth sailing. Industry experts from the current media environment and its own characteristics of the analysis, subordinate to the "national resources" of the television network television, its bigger also to solve a lot of major problems, especially the official traditional media into a highly marketable new media field, the mechanism of change is a big problem. Moreover, the network television station also must face the video website "The profit pattern is not clear" the question.

Professional analysis, television, despite its rich financial resources, but in the bandwidth and video software technology is far less than the construction of private websites. "There is a systemic problem. Video site in the market for nearly five years, from hundreds of sites eliminated to now more than 10, the rest of the video site is undoubtedly in the bandwidth and technology occupy an advantage, network television in this respect can not be compared. ”

In the listing, according to the reporter understand, China network television last year officially on the line, has been synchronized to start the financing and listing related plans, but did not give a specific timetable. It is widely believed that the private video site after several years of development still failed to achieve profitability and real listing, so the "national team" in the introduction of investment has certain advantages, but want to complete the market in the short term is also very difficult.

Complementary resources

Change Shuffle to concurrence

A large number of local satellite TV access to network television license plate, will completely change its previous attachment to some portal sites, video site output their own program pattern, facing the network TV "Regular Army", private video site This "militia force" of the survival of the state how much it seems a bit awkward, They invariably take the competing development and differentiated competition strategy, also try to occupy the commanding heights of the market.

The reporter learned that CCTV's China network television specifically included in two services, one is similar to Hulu's online live Products "Love Cuckoo", through which it can watch film and television blockbuster, and support 7 days unlimited time to look back. Another is a YouTube-like product, "grapefruit," a video-sharing channel generated by the user's original content.

"Love Cuckoo" and "Love Grapefruit" last year, once launched, that caused the "national team" to kill into the video site market opened the industry reshuffle prologue. The industry believes that China's network television will "target" to the current mainstream of the two major models, one is based on PPS video live, on-demand mode, another is based on Tudou, Youku-oriented video sharing mode.

In this connection, CCTV, a person involved in the construction of China's network of television stations, said CCTV video site will not be launched with the existing video site to form a competitive relationship, but a business partnership, because the model is different. The introduction of video sites and Chinese network television, both fancy the new media and video site of the huge market space, but also to build a video site of the state-level media.

In cooperation with the existing video site, the director said that CCTV video site is not only a channel and platform, but also a new media copyright holders, so will be with the existing video site cooperation to achieve a total win.

"I don't think it has much impact on portals and video sites," he said. We still work with video sites. "Fei said, take the current situation of China's cultural industry, the export of cultural products is far from enough, take the" Big Brother "CCTV network television, has been working with the video site, they will not cut their own way, but will strengthen and excellent, with user accumulation and technical advantages of the video site cooperation. "The survival of the video site will not be limited by our own network TV, because after all, everyone's content is different." ”

Wang Tao thinks, the video website and the network television station is not only "fights" this way to go. The future video website will coexist with the network TV station, but the interspersed "exchange" of the content resources will bring more wealth to both sides.

"At present, CCTV, Xinhua news agency, etc. are entering the video industry, it will squeeze the private video company's living space, but the network video industry is now more needed is a form of open cooperation." For example, China Network television, such as ' state-owned ' has a large number of video content, but due to enter the market time soon and lack of a broad user base, the need for a release of its content resources advantages of the window. and Youku, Tudou and other ' People's money ' in the country has tens of millions of users but the main role is still the client software, content resources is its soft rib, the two sides can complement each other, together from the advertising revenue into. The future, only ' state-owned ' + ' private ' can really achieve substantial cooperation, and the development of the entire industry will enter a virtuous circle. ”

Commercial news reporter Zheng Jie li Xu Nan/Wentian/comics