Severed with the box video site change

A series of heavy blows, the video site "living room strategy" is facing a variable.

Since June this year, a series of supervision over Internet TV and boxes have been carried out. Following the requirements of SARFT and China BesTV for corrections, the latest round of rectification requirements for the seven licensees must be completed before July 21, after all kinds of video APPs in Internet TV terminal products have been closed. Cut off the box and the Internet connection, the contents of the box will no longer be linked with the video site, has activated the Internet set-top box to the user's appeal will undoubtedly be greatly reduced. The video business "living room strategy" in turn go from here?

Some companies take the initiative to stop selling box products

"Music is the only video company listed in the country, basically bear all the bad." LeTV an employee so complained privately. In the SARFT frequent restrictions, the LeTV box has been discontinued. After the slump in the music as the stock, Music has made a very high-profile response. LeTV said that the background of radio and television regulation lies in "being an absolute must," punishing the issue of network content and clearing up what is inconsistent with Circular 181, and this round of regulation is mainly directed at set-top boxes.

LeTV's understanding is that the Office of the norms is for the deviation of the market and policy level, a set top box chaos governance. Music as there is a non-standard set-top box products on the issue, this time with the license side to rectify. In the long run, LeTV believes it has good content advantages.

LeTV currently in the living room's hardware layout is mainly box and super TV. Music as the living room strategy can continue? LeTV executives have repeatedly emphasized that the business model of Super TV and LeTV ecosystem will not be affected. For the TV sales, LeTV said that Super TV is not affected at this time. In normal sales, the Company expects that future operations of Super TV will not face major policy risks. According to insiders, although the same hardware, but the box is generally governed by the SARFT, while the television is generally managed by the Ministry of Industry and Information Technology.

At the investor briefing, LeTV executives said the policy will not change the four-tier structure of "platform + content + terminal + application" that the company has formed so far, and the company's business model has not changed. "The demand for the model still exists, the four-tier structure has not changed, and LeTV has the ability to continue to operate this ecosystem. The strategy of LeTV will not change."

"What changed?" Le Tung, director of music as the first said that the first mode of cooperation under the supervision of radio and television will be fine-tuning, with radio and television, to achieve controllable content. Second, it will change the product form. "The original music independent logo, this will change." He also said that advertising and content were originally planned to implement.

Interestingly, LeTV this time in order to prove that "I'm fine", the means out of place. Launched the Central Propaganda Department party-building carousel channel, not only to prove the relationship between music and regulatory authorities, it is reported that the carousel channel is the music and IC NTV competition areas. At the investor briefing, Liu Miao, vice president of government relations responsible for LeTV's presence, also appeared. According to the introduction at the time, Liu Miao had worked in the Telecommunications Administration of the Ministry of Industry and Information Technology and kept close communication with the broadcasting and television official.

"Living room strategy" is to receive or release?

At present, there are two types of box business development in domestic video websites: One is to take Sohu and Youku as the representatives and work with most box manufacturers to set up a special area or entrance in the box. For example, there is "Sohu Video" on the box of millet. Second, I love Fantastic Art and PPT V as the representative, through cooperation with hardware manufacturers and licensees, provide software and content for set-top boxes, release their own box products.

After regulatory policies tightened further, most video sites remained on the sidelines. The licensed party's management told the South reporter that as all the rectification requirements of the State Administration of Radio, Film and Television are in communication with the licensee, and they can not by themselves directly delete the contents of the built-in third-party video A PP, Take a direct way to shelves. "The box corresponds to the living room TV screen, the video site corresponds to the PC and the mobile terminal, the content of the two requirements there are some differences.Therefore, only until the video A PP completed its own content rectification and approval by the General Administration, we Can be re-installed in the box. "

Currently, the seven integrated broadcast control licenses belong to CNTV, China International Radio (CIBN), China National Radio, Southern Media, China Media, Hunan TV (Mango TV) and BesTV. In addition to the number of China Mobile, Blockbuster and Mango TV, most of the licensees lacked their own premium content. Therefore, they chose to cooperate with the video website, whereby the video website cooperated with the licensee to enter the living room and opened up new channels of communication. According to the industry, As "living room strategy."

But now living room strategy is to receive or release? South reporter learned that, in order to completely solve the license issue, music is still "two-legged walk", on the one hand to apply for independent Internet TV content license, on the other hand jointly apply for joint broadcasting and television system units, music hope that this can have double insurance . LeTV said that it will not change the profit model of LeTV, LeTV content payment model, advertising model will continue to promote. As for whether the storm will affect the attractiveness of LeTV to advertisers, as of press time, LeTV did not reply.

Compared to the music initiative, more video sites can only be passive response. To Sohu, for example, Southern reporter found that originally in millet TV "Sohu area" has been renamed "hit area", but in the box of rice, Sohu area has not been replaced.

Relatively speaking, their own box of video sites, such as Ai Qiyi and PPT V has a greater room for development. IQiYi launches its own skyw orth high-definition television box, a Skyworth TV box manufactured by Skyworth that integrates audiovisual content such as the Central People's Broadcasting Station, Jiangsu People's Broadcasting Station, Aiqi Art and PPS. The Galaxy is responsible for its operation. Southern reporter learned that, although the same need to remove the brand identity Iki and the boot page to modify, but the content is still provided by the love Fantastic Art.

Analysys analyst Roland South told reporters that the SARFT source control from the content, for video sites in terms of directly blocking the march into the living room market, cut off the video site content discourse. SARFT management of Internet TV, the output control of the content appears to be the industry standard behavior, is conducive to the healthy development of the industry. From the perspective of the industry as a whole, the rights of Internet TV licensees to contents will increase, the role of video websites will be weakened, the former advertising profit model can not last, and new mode innovation must be sought.

Written: Southern Reporter Xie Rui Wang Haiyan intern Lu Lin Shan