2015 Internet TV Seven Licensee Updates
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Under the support of the two basic conditions of broadband penetration and broadband speed-up, large-screen televisions in the living room are no longer just the exclusive operators of cable operators. The undisputed one is that Internet TV is considered a great platform for the Nuggets family entertainment center and is widely viewed by all walks of life. 
From the author's observation, in the first half of 2015, China's Internet TV industry began to enter multi-polar development and fine-scale operation.
As China's Internet TV has implemented a license management system, the seven OTT integrated broadcast control licensees must become the focus of attention. In this section, we first briefly review the news that the seven integrated broadcast control license holders have left a deep impression on the author. Afterwards, focus on the observations of the two typical licensees of mango and Guangdong; then focus on the four Enter typical companies in this field and analyze their lineups.
In the first half of the year, the seven largest OTT integrated broadcast control licensees left a deep impression on the author
Three OTT integrated broadcast control licenses at the Central Three Grandstands
1, CCTV's future TV's future coaching change in May of this year, the original CEO Ms. Zhang Yuxia resigned, CCTV International Network Wuxi Co., Ltd. Xiong Zhihui, general manager took over.
2. CIBN publishes the terminal's own brand CAN.
3. In early 2015, GITV cooperated with Xiaomi to cooperate with the Xiaomi box.
Another four OTT integrated broadcast control licenses
4. Huadian Internet TV: On April 23rd, Huadian Media and Alibaba Cloud signed a strategic cooperation agreement. “In-depth cooperation on cloud computing business will be promoted to promote the full relocation of Huada’s Internet video and other services to Alibaba Cloud Computing Platform.†.
5. Mango TV: On June 10th, Mango TV announced the completion of Series A financing, the financing amount exceeded 500 million, the valuation exceeded 7 billion, and Mango TV plans to log in the new three boards during the year. On June 26th, Mango TV formally announced the departure of former CEO Zhang Rubo, and former Ding Cheng, deputy director and chief editor of the Hunan Broadcasting & Television Station, served as the new CEO of Mango TV.
6. BesTV: BesTV merged with Oriental Pearl, and later changed its name, referred to as “Oriental Pearlâ€, and officially launched the B2C strategy of Internet TV. President Ling Gang stated, “The future OTT business will form a B2B and B2C two-pronged structure, which will achieve 30 million within three years. The goal of the monthly active users has more clear support and endeavors." 
7. Southern Media Internet TV: There are not too many news in the recent half year. Its main partner is Superior Pengle. The CEO of Zhongguang Granville, Mr. Zeng Huiming, in February of this year, observed that Guangdong Taiwan and Handan Pule cooperated with each other. The OTT new model analyzes the cooperation model between the two parties.
Typical licensee of Mango TV
The Hunan TV Army is the most dynamic group in China's television industry. After the announcement of the "single broadcast" strategy by Hunan Taiwan in 2014, it caused a wave of discussion in the industry about the relationship between the network and Taiwan and the construction of integrated television media.
During the May Fair in May this year, the author interviewed Cheng Hongrong, general manager of Mango TV Internet TV. Overall, Mango TV has three major features in the Internet TV business:
One of the characteristics: Do not do own brand terminal
Regarding whether or not the mango would come from a problem with hardware, Cheng Hongrong’s reply was: “Although the argument has been for a long time, there is currently no conclusion yet.†He said, "To do hardware is to serve and develop users. If we can achieve this effect with existing partners, we don't have to do our own hardware. We must consider what the purpose is, and integrate software and hardware." After all, the resulting benefits are what we seek."
The second characteristic: IP operation and realization
Cheng Hongrong emphasized that Mango TV does not run traffic but instead does IP business. What does this mean? “Our most of the variety shows on MANGO TV, self-made dramas, or TV dramas that are jointly broadcast with Hunan Satellite TV, etc., are almost IP-based in every project—IP has a premium! If you put everyone’s If the practice is called traffic management, then Mango TV's ability to realize cash flow far exceeds that of video sites. It can also be said that the unit price we sell is more expensive than them."
Three of the features: Focusing on the content, the homemade drama and the Mango Live Show are all the same
I never think of which industry is Blue Ocean, or whether it is less than that level." He said, "What we have to do is still on a major battlefield - what the user needs most, give him What to offer. At present, the user's demand is the most serious video.
According to the statistics of Mango TV, the user traffic on the OTT box is almost 90% of the entrance or the video. “We hope to give users better content, better experience, and more innovative products. Mango homemade dramas, or Mango Live Shows, are all about the content service itself.â€
For OTT games, Cheng Hongrong believes that as a licensee or operator, the idea of ​​Mango TV is to first excel at video services.
"Of course, we will do the cooperation with the game application party, but we haven't used the main energy to do it."
CIBN of a typical licensee
On May 26th, CIBN released the brand new smart TV terminal brand CAN. My colleague Wen Jing attended and reported on the conference.
This CAN brand smart terminal products push five products, including two high-performance set-top box products: CANbox C1 and CANbox F1, priced at 248 yuan and 298 yuan; two full HD network smart TV integrated machine - CANTVF55 and CANTVC43 , priced at 4,488 yuan and 1,998 yuan; and a soundbar audio product with OTT features high-fidelity soundbar - CANbar S1 Pro, priced at 1888 yuan.
As an OTT licensee, Mango does not use its own branded hardware, while CIBN launches its own branded terminals. The differences between the licensees are significant.
According to Fu Qiang, deputy general manager and head of smart terminal brand of CIBN Internet TV operation company Guangdong,
The brand new terminal product brand will rely on the full range of resources of CIBN Internet TV to create the home television intelligent service ecosystem of “video + smart applications + games + TV shoppingâ€. In addition, CIBN Internet TV has introduced Youku Tudou as a strategic partner last year. This cooperation will also provide rich on-demand, carousel and other video content services for CAN terminals.
In July 2014, the Guangdong company reached a consensus with world-renowned engine companies Unity, Huawei and Youku to launch the “TV Entertainment Alliance†(TEA); at a forum in Lanzhou in August, Unity, Youku, Huawei, Huashan Capital and other small partners in Guangdong have successively debuted, some capital cooperation, and several joint venture companies (including a joint venture with Youku).
China Guangdong through the cooperation with Unity and other partners to enter the OTT game field; and through the cooperation with Youku, to make up for the OTT video content reserve short board; this release of its own brand terminal CAN, the idea of ​​the Guangdong side is "with the help of The combination of customized terminal products and broadcast control platforms has opened up the first and last link of the industrial chain and completed the integration of resources across the entire chain.
What do Internet companies, traditional household appliance companies, private broadband providers do, and why?
In June, the "war of words" between Xiaomi and Letv was just like yesterday, and it will not be repeated here. In my opinion, there are two core issues that the two companies argued about.
Question one: Whose content is the most abundant?
Question 2: Is there a breakthrough in the OTT control policy?
China's implementation of the license system for Internet TV has reaffirmed the “No. 181 Document†since last summer and carried out a round of rectification. It has been one year since then. The author communicated with several industry first-line practitioners and it is generally expected that the management and control of OTT will be further tightened. All companies wishing to play in the Internet TV industry need to solve the issue of “legitimateness†and cooperate with the licensees within the scope of the policy. Therefore, the second issue of disputes between LeTV and Xiaomi is the “life gate†that affects OTT companies.
a, millet product progress
Earlier this year, Xiaomi announced the cooperation with Internet TV licensee Galaxy TV (GITV) to launch a small box of millet. This product integrates the box and the plug. The appearance of the product is simple and the method of use is simple. When Xiaomi introduced a generation of OTT boxes a few years ago, the author had done a review. Compared with this year's new products, this year's progress of this product is very large both in terms of industrial design and the simplicity of use.
b. Music as "ecological" logic
LeTV has its own "ecological" system, hardware products, in addition to Internet TV set-top boxes and super TV, this year also launched a super mobile phone, hoping to deepen the field of intelligent hardware, in the business model because of its rich copyright content and its own film and television production company , so the main service and hardware binding mode.
LeTV is not only a “story king†and a capital master, but also a “model†master of design. For example, the “LePar partner†plan was first launched in 2014 and is even more complete by 2015. It has designed the human resources under the line through a benefit-sharing system. To mobilize, there are several places in the author's circle of friends, LePar, often cheering for music products, full of energy.
c, Hisense push shopping platform
In mid-June, Hisense announced that Hisense Smart TV has activated more than 10 million terminals. In the previous month, Hisense released the “Enjoy Purchase†smart TV shopping platform. It is said that the first batch of on-line products include Hisense's official home appliance products, South Korea's Korean tax-free direct-purchase products offered by The K Group, and global and domestic high-end brand products offered by Global Shopping.
Millions of scale users have indeed reached the level of development and operation. The traditional TV manufacturers represented by Hisense are turning to Internet TV in an all-round way, from the pursuit of "product profits" to the pursuit of "operating profits."
d. Dr. Peng pushes "barley TV"
On February 4 this year, Dr. Peng Peng, a private telecommunications operator, spent a large sum of money at the National Convention Center to hold a conference on the grand launch of "Barley TV." After attending this conference, the author wrote an article analyzing that “ultra-high-definition bandwidth+ultra-high-definition TV+ultra-high-definition video can carry more than just the drama service itself. Dr. Peng’s greater ambitions are: -smart family".
Governing Body Consultation Draft
In June, the website of the State Council’s Office of Legal Affairs published the “Administrative Measures on Audiovisual Programs for the Spread of Information Networks on the Internet and Others (Revised Drafts for Soliciting Opinions)â€. From the subject’s qualifications to the management methods, more stringent requirements were put forward.
For example, the definition of "Internet radio and television services" includes IP television (IPTV), mobile TV, and Internet television; the units that apply for Internet radio and television services should be "qualified as legal entities, wholly state-owned or state-controlled entities"; List 11 situations that will revoke the "permit" qualification.
The deadline for feedback on this amendment is June 30th. Until now, the time limit for soliciting opinions has passed and no further information has been released. To be sure, as in the summer of 2014, the new round of regulation of Internet TV is still in the process of tightening.
In general, in the first half of 2015, Internet TV continued to heat up and showed a trend of multi-polar development and fine operation. Mango did not make its own branded terminals and adhered to IP operations and liquidity; CIBN Internet TV launched its own brand. The terminal hopes to create "Home TV Smart Service Ecology." Levision, Xiaomi, Hisense, Dr. Peng and other companies combined their own development needs and made Internet TV business a strategic focus of the company.
"The Measures for the Management of Audiovisual Programs on the Internet and other Information Networks (Revised Consultation Draft)" indicates that the management in this area will be more detailed and the gray areas that can be walked on will be narrower. China’s Internet TV is both an area with innovative elements of the Internet and is deeply influenced by management policies. Enterprises that are interested in deepening this field need not only to focus on technological advances and business model innovation, but also to take follow-up policy research as a company. The standard.