The "big" box of millet

Absrtact: Lei's dream, met the Sarft's fortress. November 23, the Millet box was just a week after the test run was stopped. They are communicating with the SARFT. A radio and television system insiders told the China Business newspaper reporter, the prospect is not

Lei "Big" dream, met Sarft's fortress. November 23, the Millet box was just a week after the test run was stopped. "They are communicating with the SARFT. A radio and television system insiders told the China Business newspaper reporter, the outlook is not optimistic. More insiders believe that the millet re-enter the market is easy, only need to do some content adjustment, but the result of this adjustment, may be away from the LEI originally conceived large platform.

The "big" box of millet

As rice noodles, Mr. Li is the first batch of millet box users. Connect the Millet box of the palm size to the TV with a line, Mr. Li can enjoy a very rich content every day, including from Phoenix, Tencent, Sohu, PPLive video, as well as watercress radio, Dom music, you can also use Thunder to download other websites video, and even the treasure to open the game. More critical is that the content is not only the whole, but Millet has done the integration, a set-top box, you can see a good class of programs, Mr. Li only need to simply press a few, you can choose to appreciate.

Compared to other brands of set-top boxes or the local TV operators ' set-top boxes, the Millet box to Mr. Li's greatest use of feeling is that the content is too rich. In his view, this is only a trial operation phase, the future may have more content is connected.

As Mr Lee's guess, there are radio and television system insiders told reporters, Millet has also been with CNTV (China Network Television), The Hundred-Vision (Shanghai SMG) in contact with cooperation matters.

Not only is the video content, the Lei initial assumption, the Millet box will be open platform, welcome more developers to develop more applications. And this is obviously more Internet apps moving to TV. There is no technical barrier to this approach, and users will be the biggest beneficiaries.

Lei very pursue the quality of the box, millet box is very small, powerful. In the small and cheap box, there is another plot of Lei, robbing the largest screen in the living room. box does not make money, Lei fancy is to be rich Internet content to move on TV, the Super Big integration platform will be millet future "money bag".

TV this screen, because of its particularity, SARFT has not completely liberalized, "controllable" is the basic requirements of this screen, and this will be the Internet enterprises can not break the iron fortress in the short term. But in the big integration of millet, big open thinking, obviously can control can not be achieved.

Lei how much is aware of some risks, so he chose a pilot way to enter, and in the publicity of the millet box, not deliberately highlighting the Internet will be integrated into the TV's super function, but will be the Millet box positioning in the "Millet mobile phone fever-grade accessories."

"The Internet TV content service platform can only be connected to the Internet TV integration platform approved by the General administration," said 181th, which was released at the end of last year, and the platform must be the only one, "Internet TV integration organizations have chosen to collaborate on Internet TV Terminal products, can only be connected to the Internet TV integrated platform, the end product must not have other access to the Internet channel, should not be connected with the network operators related management systems, databases. ”

But the influence of Lei and millet in the industry has attracted more attention, including rivals and regulators.

Internet thinking hits the wall

The same as the Internet companies involved in the television industry, the music in the front of millet, but did not arouse the dissatisfaction of SARFT. le-Vision set-top box is an Android system, the music as one side through cooperation with the CNTV license plate, on the other hand through the Internet, set-top box can also see the content of the music, but the music does not actively integrate more content. Mr. Lee also used the video box, "The operation is complex, the user experience is not very good." "Millet integration more content, not only make the user feel rich, and integrated in the unified interface, the operation is very simple and convenient."

Consulting analyst Zhang Yi View, the music itself is video business, there is content, he made the goal set-top box is to control the entrance of a TV, promote their content value promotion, improve the ability to become present. But what the millet does, from now on, is more like integrating a new platform, is using the Internet thinking into the television.

Millet box pricing is very low, LEI is to low profit or even 0 profit, quickly put it to the market, in the acquisition of mass users can naturally be transformed into a similar flow or application, video viewing download into the business model. Lei is a typical internet business logic, but encountered the radio and television can not break the iron law.

In the millet "accident", the music network issued a statement called for relevant authorities, as soon as possible to open the pilot regional restrictions, standardize the Internet set-top box market. This is precisely the most urgent voice of millet. In the interview, the company from the Internet strongly urged that regulation should be more lenient, so that more Internet enterprises participate in the process of reshaping the industrial chain of intelligent television. But radio and television insiders are worried about the impact from the Internet, if it is pure market competition, Internet enterprises can activate the backwater of the radio and television industry, to the industry to bring a lot of new things, but no doubt, radio and television enterprises are not hit by Internet enterprises.

For millet events, from the Internet and radio and television systems, there is a completely different understanding. "SARFT regulation of integration is not particularly strict, millet on the interface form, content to do some adjustment, should be able to return to the market, will not have too much impact." "This represents the attitude of the Internet industry.

And the former said from the radio and television system inside the people are very not optimistic about the future of millet, "the practice of millet is certainly not workable." "Similarly, Guotai computer industry chief analyst Weixing also thinks, millet this kind of big integration way, afraid to skip the regulatory threshold," the Internet is a fully competitive market, but radio and television is the traditional media, is a highly regulated industry, it is not allowed to have such behavior. "In her view, Millet does not have to do is how to call for deregulation, but should think about how to adapt to regulation."

Although the Internet television is a cross-border business, but still firmly mastered in the radio and television system inside. There are three main types of TV programs: Cable TV, IPTV, Internet TV. Cable TV is the local cable network operators and television stations in operation, IPTV, Internet TV are issued by the radio and television licensing business operations, and has a license, almost all of the radio and television enterprises. For example, there are 7 Internet television licences, including Chinese network Television (CNTV), Hangzhou Hua, Shanghai SMG (its operation), the Southern media (excellent friends to provide operational support), radio China and Central People's radio, Hunan TV station.

"In negotiations. "People familiar with the matter told reporters that Millet would be qualified to operate in a flexible form." But "flexible" after, is not the original millet box.