OTT Internet TV terminal market appeared Caton

Broadcasting waved, overweight OTT Internet TV terminal market temporarily appear Caton.

A few days ago, the State Administration of Radio, issued a document requesting Internet TV licensees and BesTV to rectify, close all of its Internet TV terminal products in various video APP and video aggregation software, Internet browser software download channel, and the downloaded software immediately Technical processing. Corresponding box products "Lynx Magic Box" and "Little Red Internet TV Box" also named. "This means that radio and television cut off the box connected to the Internet, the contents of the box will be limited to the content of Internet TV licensees businesses." Insiders pointed out that this means that the content of the box on the content of the gold content is greatly reduced.

According to insiders told the "China Business" reporter revealed that in addition to the network exposure of the number of Chinese named and BesTV, the State Administration of Radio set out this time asking for correction of the actual scope of the actual involving four or five. Coupled with the recent release of SARFT intelligent television operating system TVOS1.0, the system is designed specifically for the operating system of television terminals, TV applications can be controlled. There are indications that the SARFT started moving. The rapid explosion of the OTT box market is most likely to face shuffling. Strict management of the box, the next step to strengthen supervision will be the Internet smart TV.

Change the situation

In the past year, the OTT box market quickly broke out.

In 2013, about 10 million OTT boxes were activated in China. The real outbreak was in the first half of 2014, with an annual growth rate of 20-30 million. This is Hu Hao, general manager of Baidu Vertical Search Department, in 2014. The seventh digital marketing conference released data. In Hu Hao view, OTT television terminal city distribution is relatively uniform, "19% in first-tier cities, second-tier cities 23%, third-tier cities is 58%," take the situation of rural encircling the city.

"In such a trend of development in full swing, this time the SARFT responded quickly," insiders pointed out, had placed hope that the Internet video terminal into the living room video site was injured.

According to the radio and television criticism, the number of TV's Internet box "Lynx Magic Box" contains Ikki, Sohu, Youku and other video APP and video cats, Thai video, video and other video software Rabbit and Internet browser software for Serious infringement of political, harmful and obscene pornography and vulgar non-performing programs and infringement of piracy programs into television sets and the provision of technical support and access roads have seriously violated the relevant policies; BesTV's Internet box "Little Red Internet TV set-top boxes" has commercial video APPs such as Youku A large number of non-state-approved foreign films and television programs containing pornographic content such as micro-movies and TV shows have provided technical support channels for television sets, seriously violating relevant policies.

"SARFT issued the closing letter is not actually a new policy for Internet TV management," general manager of Mango TV Business Cheng Hongrong said in an interview with the SARFT is "Internet TV license holders operating management requirements "(Industry, No. 181) implementation and strengthening. According to "Circular 181", Internet TV integration agencies choose the cooperation of the Internet TV terminal products, only the only Internet TV integrated platform, the end product shall not have other access to the Internet, not network management companies with the relevant management system , Database connection.

The brunt of the immediate impact of regulatory hardening is the shift in the OTT box marketplace, which for the user may mean less than ever the content of the video site being grafted through the box. Pang Yi-ming, a senior analyst at Analysys think tank, pointed out that "even the box, the broadcast of content must also be reviewed by the SARFT. The focus of competition in the future will be that who focus on content is SARFT approved content, competitiveness will Bigger. "Pang Yi-ming opinion, vigorously in the United States to play the British drama copyright investment video site will suffer more, the video site into the living room strategy will undoubtedly be blocked in the process.

It seems the industry view, in this adjustment process, the advantages of the license side will be further emphasized, the video site is injured, the video on Taitie video, video and other software and rabbit Internet video browser software may be more impact, "itself That is, in a gray area, subject to policy tightening, may speed up the transformation. "

Undercurrent

According to report, most of the enterprises rectified by name were promptly responded positively to the requirements of radio and television. However, the various parties in the industrial chain also showed subtle attitudes toward the follow-up impact of the move.

Youku Tudou Group responded that the letter from the partners have been informed. In the OTT business, the Group has been using a wide range of cooperation and cooperation with the national regular licensee side, strictly abide by national policies and regulations to provide genuine and healthy content and superior user experience. In response, IK Fai Yi said that it will actively cooperate with relevant regulations, scrutinize the content of video terminals and actively communicate with hardware terminal manufacturers such as set-top boxes and content licensees to ensure the video content complies with the policy requirements. Alibaba side said: "Lynx Magic Box" has been required by the SARFT self-examination, timely closure of the relevant client download channel. At the same time will continue to increase investment, to create a leading domestic HD genuine content video library.

However, this does not mean that every family into the family living room strategy ran aground. Nearly Ali TV industry analysis of the industry, with Ali as an example, to successfully promote the living room strategy, from last year to accelerate the layout of content resources, shares Youku potatoes, and reached a strategic cooperation with China Media, the subscription of cultural China shares nearly 60 %, Culture China will change its name to Alibaba Pictures. "If Ali push electricity providers, game services, the impact is relatively small, the current cusp of video content." Pang billion that.

The advantages of Internet TV licensees will undoubtedly be strengthened. SARFT requires set-top boxes and smart TVs must choose to connect with the legal content service platform established by the Internet TV content services approved by SARFT. Currently there are only 7 licensed companies: CNTV, BesTV, Southern Media, China, CIBN of China Radio and Television International, Hunan Radio and Television, and CNBN of China National Radio.

"For Mango TV, this round of adjustment undoubtedly means good news," Cheng Hongrong told reporters that in the field of OTT as a broadcast platform emphasizes the "content + service" advantage will be further strengthened, while Hunan Satellite TV entertainment content Resources are rich in resources, the outside world for Mango TV is still misunderstood, "Hunan Satellite TV content content only accounts for 20%, while increasing the introduction of superior content resources."

In Hu Hao's opinion, on the nature of OTT Internet TV terminals, there is no particularly intense impact on the cable TV market and the traditional TV market. "From the point of view of live streaming service, OTT TV terminals can not compete with cable TV and traditional TV. From the behavioral changes of users, the rise of mobile video and Internet video has diverted TV users, but OTT Internet video terminal boxes have pulled the customers back to television Before. "Therefore, the OTT Internet TV terminal should not simply be opposed to the traditional TV market.

Even so, the surging Internet TV terminal is still interested in attacking the living room diminished. It is only this turbulent situation that may turn from light to dark. It seems the industry, even if ushered in shuffling, in the long run OTT boxes represented by the development of Internet TV terminals are still overwhelming.

Yi Kai Capital Wang dismissed the policy: "Is it a policy to let state-owned television run faster or let privately-run video sites run slower, and to keep audiences farther away from the television's long-term policy expectations?"

For users, it is clear that they hope to achieve true multi-screen interaction and rich content resource sharing in the living room. Vendor competition under regulatory policy may be more flexible.