"The strictest supervision in history" has been implemented for more than four months. The rectification is nearing completion. The users of Internet TV are irresistible, and all parties in the industry chain have begun a new round of smashing after repositioning and merging.
At a Gome store in Beijing's Shuangjing, a short-sales female salesperson is trying to sell the iqiyi TV+ that TCL has partnered with iQiyi. She told customers that iQIYI cooperated with the regular licensee, and now the content of this TV is updated almost simultaneously with its website. Users can see all videos on iQiyi. When the customer asked whether they could watch other video sites like Youku (NYSE: YOKU), LeTV (300104.SZ), the salesman looked a little impatient. “This is not OK. SARFT has a policy that all video sites cannot see it. It's not that the TCL family can't see it. All brands in this store will not work." But then, she said down, "If you want to see it, you can download VST All-Inclusive or Tage Video yourself."
This scene occurred more than four months after the State Administration of Press, Publication, Radio, Film and Television (hereinafter referred to as SARFT) implemented the so-called "most strict supervision in history." Starting from July of this year, for the Internet TV, SARFT intensively launched a combo boxing: prohibiting users from accessing the Internet directly through Internet TV, requiring the Internet's seven major license holders to remove all video-related APPs and browsers, televisions, and all kinds of TVs. The internal system of the box can only have the licensee’s brand, etc., and require related companies to complete the rectification before they can re-operate.
Prior to this, Internet companies represented by LeTV and Xiaomi have successively launched TV and box products named after their own brands, and packaged the content of their own websites or other video websites to users. The launch of products is greatly favored by users. Television manufacturers represented by TCL, Skyworth, etc. quickly followed, and cooperated more deeply with content licensees of video websites and Internet TV, and all kinds of products and applications that opened up television and the Internet became popular. More companies - even electrical appliance retailers Suning - have joined the "war for the living room."
Now, the results of the rectification have not yet been announced, but it is nearing the end of Caixin’s understanding. The demand for Internet TV from users is unstoppable, and the war has to be continued, but the pattern is different. On November 13, Xiaomi announced the investment in Youku Tudou. It will also invest in iQiyi, which is considered by the industry to be a direct reference to LeTV. It is necessary to fill in short content and continue to expand Internet TV. Mango TV also has an opportunity to get up and is ready to use the content as a basis to fully open up the TV and the Internet and strive for a greater voice in the industry chain. Even under unprecedented strict supervision, from hardware vendors to software vendors, from licensees to online enterprises, the entire industry chain has not been miserable. They are still optimistic about the general trend of convergence between the Internet and television, and seek to find ways in the regulatory gap.
Unstoppable user needs
The route from the television to the network still exists, but the road has been twisted. In the same Gome City, Changhong TV sales area adjacent to TCL, a male salesman is trying to prove to the user that the contents of LeTV and Youku can still be seen on television. After he installed the U disk program, VST all-aggregates, TV cats and other applications were very smooth, and LeTV and Youku appeared to stop service notifications. The male salesman has been stunned. "You can see the content provided by Youku and LeTV in the VST all-in-one. Just have content."
VST all-aggregate, Taijie video is a TV aggregation APP that captures the content of each TV, TV network, and even overseas program channels for free through technical means. It provides users with services such as video on demand, webcasting, and television broadcasting. This kind of APP is usually developed by small or even unnamed companies or teams. For example, VST's all-convergent operations team claims that it is composed of developers from all corners of the globe and is a non-profit interest group devoted to television application software development. They are illegal but ubiquitous and difficult to monitor.
Changhong sales staff also strongly recommend "mobile phone sharing" to users. As long as the user scans the QR code on the TV, he can download the corresponding APP and transfer the pictures, videos and music stored on the mobile phone to the TV screen through the APP.
Hisense TV salesman found another way to watch LeTV and Youku on TV. He first opened the UC browser TV on the TV page, and then found Youku XL version of the APP inside, on the TV screen to appear Youku content. Skyworth TV salesman is more direct, open Baidu in the built-in browser of the TV, search Youku, LeTV and other video sites, open the video content is full. However, the web pages opened by the browser refer to the technical requirements of the PC, and the screen is not clear on the TV screen.
Almost all sales staff promise to users that when TVs are delivered to the door, the installer will help users to install various types of video apps and ensure that users can receive rich video content. In addition, users can also download favorite APPs themselves.
In recent months, many TV forums often have a tutorial on how to watch XXX video websites on TV, and also released cracked versions of APPs such as Sohu video and Youku video. Almost all Internet TVs have internet access and support screen transmission technology.
Salespersons are motivated by a strong user demand. According to the sale of the aforementioned stores, about 70% of TVs are now Internet TV. A large number of users ask “Can you watch Youku and Leshi†when they open their mouths, and when they hear “Can't†turn around and leave.
The strong supervision of sales is inevitable. "The former has the richest content, and now the more rampant. Hisense is greatly affected." The salesman said the above store. On March 17th this year, Hisense announced cooperation with 11 video sites such as iQIYI, Youku Tudou, Tencent Video, and Sohu Video to achieve the largest share of internet video content in China so far and create an “all-aggregate†smart TV ecosystem. This model is now greatly reduced. Set-top box manufacturers are under greater pressure. A Shenzhen set-top box manufacturer complains that users do not necessarily buy TV to watch online video. Buying a box is all about more content. Now that there is less genuine content, the experience of cracked version content is not good. “The smashing millet box sold very hard in the second half of the year, and sales in July and August fell a lot; the LeTV box simply stopped selling; there are a lot of set-top box manufacturers going underground.â€
The data obtained by a licensee from a partner shows that at the beginning of the implementation of the policy, sales of genuine Internet TV players fell by around 30%. Shanzhai products saw a 90% decline in sales.
Received and cannot be accepted
If strictly in accordance with the requirements of SARFT, all detours must be severely attacked.
In July this year, SARFT successively interviewed the leaders of the three major central committees (CCTV, Kwong, and Kwong) and leaders of Guangdong, Zhejiang, Hunan, and Shanghai, as well as the local bureaus, and started the reorganization of Internet TV. SARFT requires the aforementioned seven licensees to: not cooperate with operators in the development of Internet TV, and cannot participate in the bidding of operators' Internet TV; it cannot engage in cooperation with video websites in the form of content platform, and commercial video websites can only put content into licensees. It is not allowed to bypass the licensee's direct connection to the content of the Internet; offline movies, micro-movies, and content without a license or release license must be released within a week; the Electronic Program Menu (EPG) and the terminal now appear when the integrated broadcast control platform is accepted. The EPG interface needs to be reported inconsistently, and should not be used immediately if it is not reported in advance; Internet TV terminal numbers must not be issued without authorization, and the machine number must be the same; it cannot cooperate with the enterprises that SARFT is investigating.
After receiving the notification, the seven licensees have issued self-inspections and sent letters to various partners, including terminal manufacturers, requiring terminal manufacturers to clean up pre-installed third-party applications, including aggregation video APPs, and clean up overseas content and networks without domestic broadcast qualifications. Dramas, micro movies, etc. Among them, Mango TV also negotiated with operator China Railcom, suspending the development of Hyun TV.
A week or two later, the seven licensees issued reform reports. A person close to the rectification of the license plate said that the rectification regulations started by the General Administration of Radio, Film and Television were relatively macro, and the implementation details were not clear. The licensee would inevitably miss the inspection and missed the inspection. After the rectification report was submitted, the State Administration of Radio, Film and Television proposed more targeted opinions, such as the impact of the larger Lynx box, millet box, all the video, games, and education related applications inside the offline request. During the rectification, the licensee also organized special personnel to perform several rounds of spot checks on partners. For those who fail to pass the random inspection, many licensees have taken measures to directly terminate the service. Caixin reporter learned that a licensee and twenty or thirty partners stopped their services.
"Stop all the small and medium-sized partners, one is not able to upgrade the system to meet the requirements of the SARFT, and the second is to take into account the competitiveness of products are not willing to cooperate with the rectification." The licensee said, "They have little market share The impact on the entire plate is also small."
According to the above licensees, the licensee has his own understanding of the regulatory policy of the SARFT: Some judges are determined and steadily promoted by the SARFT to strengthen supervision. When rectifying, it is better not to loosen, for example, the future TV will be high. Standard self-examination cleared about one-third of the content; others were relatively relaxed. "Overall, they follow the direction of SARFT."
Accepting the licensee can only guarantee that the Internet TV or set-top box meets the requirements of radio and television policies when it leaves the factory. However, in the channels that are in direct contact with users, such as supermarkets, agents, and JD.com and Tmall, powerful user demands have given rise to various "over-the-top passing." SARFT quickly decided to control the source of the content. At the end of August, SARFT convened a meeting of the four major video websites of iQiyi, Youku, Tencent, and Sohu to require them to completely stop their own APP services on TV and hand over the control of Internet TV content to the licensee. Otherwise, the Internet would be revoked. Audiovisual licenses.
Revoking licenses means that online video companies can't even maintain the position of the computer, threatening their roots. The four major websites did not dare to neglect. Before and after September, they issued notices to third-party application stores, dropped off the TV version of the APP and stopped the APP service. At the same time, the non-compliant license plate back office system must also be upgraded to remove the video site's area, and the video content obtained from the video site should also be removed from the site logo.
Iqiyi performed very thoroughly. Duan Youqiao, vice president of iQiyi, introduced that after receiving the notification, iQiyi quickly communicated with the licensee about the technology and product links, and did a lot of work. “It is a big project.†On the TV version of the APP, iQiyi stopped the service on its own server side and notified the app store to use the TV version of the APP to try to achieve the goal of nowhere to download, even if it was downloaded and cannot be used. In addition, iQIYI also specifically assigned three employees to conduct spot checks on various channels every day. Once there is a cracked TV version of the APP, it is immediately blocked.
"Actually, the road is one foot high, and the cracked version is always emerging. It's no use blocking regular video sites. Taijie video, VST aggregation, TV cats and other APPs can be used. VST aggregation includes Sohu. , Youku, LeTV's more than 10,000 movies, more than 20,000 episodes of TV dramas, and Taijie videos can be watched live on TV.†An Internet source said, “The licensees, home appliance manufacturers, and video sites intercepted before and after, but they still play the same game. However, there are many winding roads. Now, the sales staff of home appliance stores have even handled this procedure to help users."
Reorganization is nearing completion
The General Administration of Radio, Film and Television received the licensee and video website, but could not control users. Strong user demand determines the convergence of the Internet and TV is the trend. Regulation will eventually set the rules for this purpose instead of forcibly prohibiting it.
According to the document No. 181 issued by the State Administration of Radio, Film and Television before the merger in 2011, the licensee of Internet TV is responsible for the operation of the platform and is responsible for making the content “controllable and controllableâ€. However, in fact, between the fully marketed home appliance manufacturers and the online video companies providing content, the licensees have limited power in the industry chain.
“The licensing policy of Weifang is open to licensing fees, ranging from a few yuan to a few tens of yuan per hardware, ranging from a few million dollars a year to as much as a billion dollars. Web companies, home appliance manufacturers and many licenses The cooperation between the parties is more like a affiliation. Internet companies, home appliance manufacturers, and even operators are all operating their own content to create a platform on the TV screen, which makes the licensees more likely to be decorated. A person from the “radio-electronics department†briefed Cai Xinxin.
Now, in the overwhelming round of policies of SARFT, the licensees have emerged strongly. Internet manufacturers, home appliance manufacturers and even operators have also begun to change their practices and reposition themselves.
LeTV is in the eyes of the storm, not only the focus of this round of monitoring objects, but also because of its CEO Jia Yueting stranded overseas, constantly involved in the investigation of the rumors, resulting in LeTV's share price plummeted: July 15 regulatory policy has begun, LeTV as the two-day limit On July 17th, it closed at 32.65 yuan, forcing LeTV to suspend its business on the morning of July 18, and then resume trading on several occasions. The day before the last suspension, that is, October 24, to close at 33.51 yuan, the market value of 28.188 billion yuan. Compared with the highest value of 44.13 billion yuan on January 27, 2014, it has fallen by a third.
Letv is the pioneer of the rise of Internet TV, through the package of software and hardware to open up a complete industrial chain from content to hardware. In the past four months, LeTV has been busy making various clarifications to the outside world in an effort to reduce the impact of regulatory factors and management crisis on the business level.
Now, the policy level has changed. Liang Lejun, general manager of LeTV, told Cai Xinxin that LeTV has been in close communication with the SARFT and often reported the entire improvement exhibition. With the approval of the SARFT, LeTV has found a new licensee, the Guangdong side, and has come up with a new rectification plan. At present, 95% of the rectification work has been completed and we must see the dawn.
“Reorganization is a very tangled process, with a little talk, a little bit of grind, and at the end of the request of SARFT, we gave the back-end system of LeTV to the licensee. The licensee thus realized the controllable and controllable content of LeTV. Liang Jun said with a gesture: "We have submitted a thick piece of material to the SARFT. After passing, we can provide a template for the integration of network companies and licensees."
LeTV said that the rectification plan will not affect its business model. Letv sales can also be advertised as before, but the advertisement requires the licensee to review; paid income will be set up an associate account, so that licensees, LeTV can see the total; at the same time, LeTV will send personnel to support the back-end operation of the licensee in order to backstage After the delivery of the system does not affect the user experience, users can also enjoy music as the entire ecological services. The difference is that before the music as the logo, and now replaced by the licensee.
Liang Jun did not discuss the details of the cooperation with the licensee, but he said that both parties will allocate a certain proportion of the income obtained, and LeTV will take the bulk. He stressed that network companies are not trying to squeeze the "radio-electronics" companies, but to help them find new business opportunities and seek common development. He also revealed that LeTV is working with "radio-electronics" companies to develop CA card business. In the future, it is still looking for more cooperation possibilities.
Duan Youqiao wants more transparency: Everyone wants to be a platform because they want to earn tomorrow's money by controlling today's platform. In fact, making money is not much related to whether or not it is a platform. As long as the content, technology, and product are good enough, it will be a good model to get a sufficient return through the licensee's platform and divide it by the size of the contribution. “Actually, the regulatory policy is not as mysterious and demonized as the outside world. Video websites cannot directly engage in Internet TV business, but they can cooperate with licensees to provide technical and content support and receive revenues such as sharing.†Duan Youqiao said that he is still optimistic about Internet TV. development of. He disclosed that iQiyi will not directly operate Internet TV services, but will continue to support the development of the Galaxy, the licensee. At the end of this year and early next year, Galaxy Internet TV Co., Ltd. will gradually introduce a number of new products that meet the regulatory requirements of broadcasting and television and meet market demand.
Mango and millet grab the site
Industrial chain reorganization has begun. A box vendor in Shenzhen told Caixin that the licensee they now choose is the Guangdong side. First, the Guangdong side is relatively weak in the license plate, and the cooperation posture is low; the second is the support of Youku Tudou, which may be behind the Guangdong side. .
“Now, everyone chooses a license to see two things in general: First, whether the attitude of cooperation is sincere, such as the future of television is too strong; the second is whether the content is rich, Mango TV's stand-alone play is very attractive.†A headquarters in Beijing According to the home appliance makers, "The licensees are not trying to improve their capabilities, they are not doing a good job of the platform's services and operations, and just want to rely on the license to get their money."
The number of Chinese TV sets that had been developing rapidly and the television in the future have been lowered a lot in recent months. According to the excellence of the general manager of Huada Internet TV Business Unit, Huadian hopes to fully improve the user experience from the network to the content to the client, and believes that new products that meet both policy requirements and competitiveness will soon be introduced. Future TV insiders said that TV is making efforts to improve the clarity and fluency of content.
The rising stars such as Mango TV and the Guangdong side were able to grab at full speed during the rectification period, drawing many large brand customers. According to a Caixin reporter, Samsung almost completely moved the original BesTV license model to Mango TV. Mango TV now has Hunan TV's self-produced program to broadcast the copyright alone. It is also preparing to jointly invest RMB 1 billion in Hunan Satellite TV to make self-produced programs, hoping to gain more right to speak through content. In addition, Mango TV learns Internet gameplay and has launched high-profile creative marketing campaigns such as the WeChat VIP Pay-for-Win awards, live shows of live mango concerts, and the joint purchase of Happy Seconds Tesla to try to attract more users.
However, both Mango TV and other licensees have acknowledged that Internet companies are the biggest rivals. A licensee frankly stated that the Internet companies have done more than 10 years of public Internet video operations, faced with large-scale user services, network architecture deployment and content distribution network construction (mainly to solve cross-operator, cross-regional, server load capacity is low Problems such as slow web pages and slow video opening are more experienced. In contrast, there is a clear gap between companies from the "radio-electric system".
Web companies are making full arrangements. In the field of Internet TV, Mille was pressured by a counterattack to counterattack, stepping up to make up for the short content. On November 13, Wang Chuan, the co-founder of Xiaomi Technology and the helm of Xiaomi TV, admitted to the Caixin reporter that Xiaomi has invested in Youku potatoes. The Caixin correspondent confirmed from another source that Xiaomi has reached an agreement with iqiyi to share the iqiyi with US$300 million and become Baidu’s second largest shareholder.
Prior to this, on November 5, former chief editor of Sina.com Chen Wei officially joined Xiaomi, responsible for content operations and investment. Lei Jun, chairman of Xiaomi Technology, said Xiaomi will use $1 billion for content operations. Chen Hao gave up his rhetoric and said that Xiaomi's video products must undergo a "turning change" within half a year.
Xiaomi has eaten enough of "content". In the second half of 2013, many companies such as Mango TV, Youku Tudou and Xunlei frequently sued Xiaomi for content infringement. In the first half of this year, when Xiaomi TVs and boxes sold in full swing, they were also sued by LeEco as a pirated broadcast of LeTour's copyrighted works, eventually losing the case.
“The millet TV and the box were considered by the market as the second battlefield that Xiaomi developed after the mobile phone, but the limelight was overshadowed by LeTV, which was released one year earlier. During the rectification, the seven licensees stopped cooperation with LeTV. Stopping sales, Xiaomi just used the window period to enrich the content, improve the user experience, and then launch an attack on LeTV.†An insider of a home appliance manufacturer believes that once Xiaomi integrates the content and hardware better, it will undoubtedly be a huge blow to LeTV. Manufacturers are even more enemies.
During this year's “Double 11′′ period, LeTV and Xiaomi played again. LeTV ranked first in Tmall with a total turnover of 159 million yuan, followed by Hisense, Xiaomi and TCL, which were 153 million yuan, 149 million yuan, and 118 million yuan respectively. However, Xiaomi was not to be outdone, saying that LeTV had a large number of products, and the order number and payment amount of Xiaomi TV were all the first.
In the gap between regulatory policies, all parties in the industry chain have re-adjusted their position and combination, and they have started a new round of stifle.
Starting from July this year, for Internet TV, the regulatory authorities introduced a series of measures to rectify.
At a Gome store in Beijing's Shuangjing, a short-sales female salesperson is trying to sell the iqiyi TV+ that TCL has partnered with iQiyi. She told customers that iQIYI cooperated with the regular licensee, and now the content of this TV is updated almost simultaneously with its website. Users can see all videos on iQiyi. When the customer asked whether they could watch other video sites like Youku (NYSE: YOKU), LeTV (300104.SZ), the salesman looked a little impatient. “This is not OK. SARFT has a policy that all video sites cannot see it. It's not that the TCL family can't see it. All brands in this store will not work." But then, she said down, "If you want to see it, you can download VST All-Inclusive or Tage Video yourself."
This scene occurred more than four months after the State Administration of Press, Publication, Radio, Film and Television (hereinafter referred to as SARFT) implemented the so-called "most strict supervision in history." Starting from July of this year, for the Internet TV, SARFT intensively launched a combo boxing: prohibiting users from accessing the Internet directly through Internet TV, requiring the Internet's seven major license holders to remove all video-related APPs and browsers, televisions, and all kinds of TVs. The internal system of the box can only have the licensee’s brand, etc., and require related companies to complete the rectification before they can re-operate.
Prior to this, Internet companies represented by LeTV and Xiaomi have successively launched TV and box products named after their own brands, and packaged the content of their own websites or other video websites to users. The launch of products is greatly favored by users. Television manufacturers represented by TCL, Skyworth, etc. quickly followed, and cooperated more deeply with content licensees of video websites and Internet TV, and all kinds of products and applications that opened up television and the Internet became popular. More companies - even electrical appliance retailers Suning - have joined the "war for the living room."
Now, the results of the rectification have not yet been announced, but it is nearing the end of Caixin’s understanding. The demand for Internet TV from users is unstoppable, and the war has to be continued, but the pattern is different. On November 13, Xiaomi announced the investment in Youku Tudou. It will also invest in iQiyi, which is considered by the industry to be a direct reference to LeTV. It is necessary to fill in short content and continue to expand Internet TV. Mango TV also has an opportunity to get up and is ready to use the content as a basis to fully open up the TV and the Internet and strive for a greater voice in the industry chain. Even under unprecedented strict supervision, from hardware vendors to software vendors, from licensees to online enterprises, the entire industry chain has not been miserable. They are still optimistic about the general trend of convergence between the Internet and television, and seek to find ways in the regulatory gap.
Unstoppable user needs
The route from the television to the network still exists, but the road has been twisted. In the same Gome City, Changhong TV sales area adjacent to TCL, a male salesman is trying to prove to the user that the contents of LeTV and Youku can still be seen on television. After he installed the U disk program, VST all-aggregates, TV cats and other applications were very smooth, and LeTV and Youku appeared to stop service notifications. The male salesman has been stunned. "You can see the content provided by Youku and LeTV in the VST all-in-one. Just have content."
VST all-aggregate, Taijie video is a TV aggregation APP that captures the content of each TV, TV network, and even overseas program channels for free through technical means. It provides users with services such as video on demand, webcasting, and television broadcasting. This kind of APP is usually developed by small or even unnamed companies or teams. For example, VST's all-convergent operations team claims that it is composed of developers from all corners of the globe and is a non-profit interest group devoted to television application software development. They are illegal but ubiquitous and difficult to monitor.
Changhong sales staff also strongly recommend "mobile phone sharing" to users. As long as the user scans the QR code on the TV, he can download the corresponding APP and transfer the pictures, videos and music stored on the mobile phone to the TV screen through the APP.
Hisense TV salesman found another way to watch LeTV and Youku on TV. He first opened the UC browser TV on the TV page, and then found Youku XL version of the APP inside, on the TV screen to appear Youku content. Skyworth TV salesman is more direct, open Baidu in the built-in browser of the TV, search Youku, LeTV and other video sites, open the video content is full. However, the web pages opened by the browser refer to the technical requirements of the PC, and the screen is not clear on the TV screen.
Almost all sales staff promise to users that when TVs are delivered to the door, the installer will help users to install various types of video apps and ensure that users can receive rich video content. In addition, users can also download favorite APPs themselves.
In recent months, many TV forums often have a tutorial on how to watch XXX video websites on TV, and also released cracked versions of APPs such as Sohu video and Youku video. Almost all Internet TVs have internet access and support screen transmission technology.
Salespersons are motivated by a strong user demand. According to the sale of the aforementioned stores, about 70% of TVs are now Internet TV. A large number of users ask “Can you watch Youku and Leshi†when they open their mouths, and when they hear “Can't†turn around and leave.
The strong supervision of sales is inevitable. "The former has the richest content, and now the more rampant. Hisense is greatly affected." The salesman said the above store. On March 17th this year, Hisense announced cooperation with 11 video sites such as iQIYI, Youku Tudou, Tencent Video, and Sohu Video to achieve the largest share of internet video content in China so far and create an “all-aggregate†smart TV ecosystem. This model is now greatly reduced. Set-top box manufacturers are under greater pressure. A Shenzhen set-top box manufacturer complains that users do not necessarily buy TV to watch online video. Buying a box is all about more content. Now that there is less genuine content, the experience of cracked version content is not good. “The smashing millet box sold very hard in the second half of the year, and sales in July and August fell a lot; the LeTV box simply stopped selling; there are a lot of set-top box manufacturers going underground.â€
The data obtained by a licensee from a partner shows that at the beginning of the implementation of the policy, sales of genuine Internet TV players fell by around 30%. Shanzhai products saw a 90% decline in sales.
Received and cannot be accepted
If strictly in accordance with the requirements of SARFT, all detours must be severely attacked.
In July this year, SARFT successively interviewed the leaders of the three major central committees (CCTV, Kwong, and Kwong) and leaders of Guangdong, Zhejiang, Hunan, and Shanghai, as well as the local bureaus, and started the reorganization of Internet TV. SARFT requires the aforementioned seven licensees to: not cooperate with operators in the development of Internet TV, and cannot participate in the bidding of operators' Internet TV; it cannot engage in cooperation with video websites in the form of content platform, and commercial video websites can only put content into licensees. It is not allowed to bypass the licensee's direct connection to the content of the Internet; offline movies, micro-movies, and content without a license or release license must be released within a week; the Electronic Program Menu (EPG) and the terminal now appear when the integrated broadcast control platform is accepted. The EPG interface needs to be reported inconsistently, and should not be used immediately if it is not reported in advance; Internet TV terminal numbers must not be issued without authorization, and the machine number must be the same; it cannot cooperate with the enterprises that SARFT is investigating.
After receiving the notification, the seven licensees have issued self-inspections and sent letters to various partners, including terminal manufacturers, requiring terminal manufacturers to clean up pre-installed third-party applications, including aggregation video APPs, and clean up overseas content and networks without domestic broadcast qualifications. Dramas, micro movies, etc. Among them, Mango TV also negotiated with operator China Railcom, suspending the development of Hyun TV.
A week or two later, the seven licensees issued reform reports. A person close to the rectification of the license plate said that the rectification regulations started by the General Administration of Radio, Film and Television were relatively macro, and the implementation details were not clear. The licensee would inevitably miss the inspection and missed the inspection. After the rectification report was submitted, the State Administration of Radio, Film and Television proposed more targeted opinions, such as the impact of the larger Lynx box, millet box, all the video, games, and education related applications inside the offline request. During the rectification, the licensee also organized special personnel to perform several rounds of spot checks on partners. For those who fail to pass the random inspection, many licensees have taken measures to directly terminate the service. Caixin reporter learned that a licensee and twenty or thirty partners stopped their services.
"Stop all the small and medium-sized partners, one is not able to upgrade the system to meet the requirements of the SARFT, and the second is to take into account the competitiveness of products are not willing to cooperate with the rectification." The licensee said, "They have little market share The impact on the entire plate is also small."
According to the above licensees, the licensee has his own understanding of the regulatory policy of the SARFT: Some judges are determined and steadily promoted by the SARFT to strengthen supervision. When rectifying, it is better not to loosen, for example, the future TV will be high. Standard self-examination cleared about one-third of the content; others were relatively relaxed. "Overall, they follow the direction of SARFT."
Accepting the licensee can only guarantee that the Internet TV or set-top box meets the requirements of radio and television policies when it leaves the factory. However, in the channels that are in direct contact with users, such as supermarkets, agents, and JD.com and Tmall, powerful user demands have given rise to various "over-the-top passing." SARFT quickly decided to control the source of the content. At the end of August, SARFT convened a meeting of the four major video websites of iQiyi, Youku, Tencent, and Sohu to require them to completely stop their own APP services on TV and hand over the control of Internet TV content to the licensee. Otherwise, the Internet would be revoked. Audiovisual licenses.
Revoking licenses means that online video companies can't even maintain the position of the computer, threatening their roots. The four major websites did not dare to neglect. Before and after September, they issued notices to third-party application stores, dropped off the TV version of the APP and stopped the APP service. At the same time, the non-compliant license plate back office system must also be upgraded to remove the video site's area, and the video content obtained from the video site should also be removed from the site logo.
Iqiyi performed very thoroughly. Duan Youqiao, vice president of iQiyi, introduced that after receiving the notification, iQiyi quickly communicated with the licensee about the technology and product links, and did a lot of work. “It is a big project.†On the TV version of the APP, iQiyi stopped the service on its own server side and notified the app store to use the TV version of the APP to try to achieve the goal of nowhere to download, even if it was downloaded and cannot be used. In addition, iQIYI also specifically assigned three employees to conduct spot checks on various channels every day. Once there is a cracked TV version of the APP, it is immediately blocked.
"Actually, the road is one foot high, and the cracked version is always emerging. It's no use blocking regular video sites. Taijie video, VST aggregation, TV cats and other APPs can be used. VST aggregation includes Sohu. , Youku, LeTV's more than 10,000 movies, more than 20,000 episodes of TV dramas, and Taijie videos can be watched live on TV.†An Internet source said, “The licensees, home appliance manufacturers, and video sites intercepted before and after, but they still play the same game. However, there are many winding roads. Now, the sales staff of home appliance stores have even handled this procedure to help users."
Reorganization is nearing completion
The General Administration of Radio, Film and Television received the licensee and video website, but could not control users. Strong user demand determines the convergence of the Internet and TV is the trend. Regulation will eventually set the rules for this purpose instead of forcibly prohibiting it.
According to the document No. 181 issued by the State Administration of Radio, Film and Television before the merger in 2011, the licensee of Internet TV is responsible for the operation of the platform and is responsible for making the content “controllable and controllableâ€. However, in fact, between the fully marketed home appliance manufacturers and the online video companies providing content, the licensees have limited power in the industry chain.
“The licensing policy of Weifang is open to licensing fees, ranging from a few yuan to a few tens of yuan per hardware, ranging from a few million dollars a year to as much as a billion dollars. Web companies, home appliance manufacturers and many licenses The cooperation between the parties is more like a affiliation. Internet companies, home appliance manufacturers, and even operators are all operating their own content to create a platform on the TV screen, which makes the licensees more likely to be decorated. A person from the “radio-electronics department†briefed Cai Xinxin.
Now, in the overwhelming round of policies of SARFT, the licensees have emerged strongly. Internet manufacturers, home appliance manufacturers and even operators have also begun to change their practices and reposition themselves.
LeTV is in the eyes of the storm, not only the focus of this round of monitoring objects, but also because of its CEO Jia Yueting stranded overseas, constantly involved in the investigation of the rumors, resulting in LeTV's share price plummeted: July 15 regulatory policy has begun, LeTV as the two-day limit On July 17th, it closed at 32.65 yuan, forcing LeTV to suspend its business on the morning of July 18, and then resume trading on several occasions. The day before the last suspension, that is, October 24, to close at 33.51 yuan, the market value of 28.188 billion yuan. Compared with the highest value of 44.13 billion yuan on January 27, 2014, it has fallen by a third.
Letv is the pioneer of the rise of Internet TV, through the package of software and hardware to open up a complete industrial chain from content to hardware. In the past four months, LeTV has been busy making various clarifications to the outside world in an effort to reduce the impact of regulatory factors and management crisis on the business level.
Now, the policy level has changed. Liang Lejun, general manager of LeTV, told Cai Xinxin that LeTV has been in close communication with the SARFT and often reported the entire improvement exhibition. With the approval of the SARFT, LeTV has found a new licensee, the Guangdong side, and has come up with a new rectification plan. At present, 95% of the rectification work has been completed and we must see the dawn.
“Reorganization is a very tangled process, with a little talk, a little bit of grind, and at the end of the request of SARFT, we gave the back-end system of LeTV to the licensee. The licensee thus realized the controllable and controllable content of LeTV. Liang Jun said with a gesture: "We have submitted a thick piece of material to the SARFT. After passing, we can provide a template for the integration of network companies and licensees."
LeTV said that the rectification plan will not affect its business model. Letv sales can also be advertised as before, but the advertisement requires the licensee to review; paid income will be set up an associate account, so that licensees, LeTV can see the total; at the same time, LeTV will send personnel to support the back-end operation of the licensee in order to backstage After the delivery of the system does not affect the user experience, users can also enjoy music as the entire ecological services. The difference is that before the music as the logo, and now replaced by the licensee.
Liang Jun did not discuss the details of the cooperation with the licensee, but he said that both parties will allocate a certain proportion of the income obtained, and LeTV will take the bulk. He stressed that network companies are not trying to squeeze the "radio-electronics" companies, but to help them find new business opportunities and seek common development. He also revealed that LeTV is working with "radio-electronics" companies to develop CA card business. In the future, it is still looking for more cooperation possibilities.
Duan Youqiao wants more transparency: Everyone wants to be a platform because they want to earn tomorrow's money by controlling today's platform. In fact, making money is not much related to whether or not it is a platform. As long as the content, technology, and product are good enough, it will be a good model to get a sufficient return through the licensee's platform and divide it by the size of the contribution. “Actually, the regulatory policy is not as mysterious and demonized as the outside world. Video websites cannot directly engage in Internet TV business, but they can cooperate with licensees to provide technical and content support and receive revenues such as sharing.†Duan Youqiao said that he is still optimistic about Internet TV. development of. He disclosed that iQiyi will not directly operate Internet TV services, but will continue to support the development of the Galaxy, the licensee. At the end of this year and early next year, Galaxy Internet TV Co., Ltd. will gradually introduce a number of new products that meet the regulatory requirements of broadcasting and television and meet market demand.
Mango and millet grab the site
Industrial chain reorganization has begun. A box vendor in Shenzhen told Caixin that the licensee they now choose is the Guangdong side. First, the Guangdong side is relatively weak in the license plate, and the cooperation posture is low; the second is the support of Youku Tudou, which may be behind the Guangdong side. .
“Now, everyone chooses a license to see two things in general: First, whether the attitude of cooperation is sincere, such as the future of television is too strong; the second is whether the content is rich, Mango TV's stand-alone play is very attractive.†A headquarters in Beijing According to the home appliance makers, "The licensees are not trying to improve their capabilities, they are not doing a good job of the platform's services and operations, and just want to rely on the license to get their money."
The number of Chinese TV sets that had been developing rapidly and the television in the future have been lowered a lot in recent months. According to the excellence of the general manager of Huada Internet TV Business Unit, Huadian hopes to fully improve the user experience from the network to the content to the client, and believes that new products that meet both policy requirements and competitiveness will soon be introduced. Future TV insiders said that TV is making efforts to improve the clarity and fluency of content.
The rising stars such as Mango TV and the Guangdong side were able to grab at full speed during the rectification period, drawing many large brand customers. According to a Caixin reporter, Samsung almost completely moved the original BesTV license model to Mango TV. Mango TV now has Hunan TV's self-produced program to broadcast the copyright alone. It is also preparing to jointly invest RMB 1 billion in Hunan Satellite TV to make self-produced programs, hoping to gain more right to speak through content. In addition, Mango TV learns Internet gameplay and has launched high-profile creative marketing campaigns such as the WeChat VIP Pay-for-Win awards, live shows of live mango concerts, and the joint purchase of Happy Seconds Tesla to try to attract more users.
However, both Mango TV and other licensees have acknowledged that Internet companies are the biggest rivals. A licensee frankly stated that the Internet companies have done more than 10 years of public Internet video operations, faced with large-scale user services, network architecture deployment and content distribution network construction (mainly to solve cross-operator, cross-regional, server load capacity is low Problems such as slow web pages and slow video opening are more experienced. In contrast, there is a clear gap between companies from the "radio-electric system".
Web companies are making full arrangements. In the field of Internet TV, Mille was pressured by a counterattack to counterattack, stepping up to make up for the short content. On November 13, Wang Chuan, the co-founder of Xiaomi Technology and the helm of Xiaomi TV, admitted to the Caixin reporter that Xiaomi has invested in Youku potatoes. The Caixin correspondent confirmed from another source that Xiaomi has reached an agreement with iqiyi to share the iqiyi with US$300 million and become Baidu’s second largest shareholder.
Prior to this, on November 5, former chief editor of Sina.com Chen Wei officially joined Xiaomi, responsible for content operations and investment. Lei Jun, chairman of Xiaomi Technology, said Xiaomi will use $1 billion for content operations. Chen Hao gave up his rhetoric and said that Xiaomi's video products must undergo a "turning change" within half a year.
Xiaomi has eaten enough of "content". In the second half of 2013, many companies such as Mango TV, Youku Tudou and Xunlei frequently sued Xiaomi for content infringement. In the first half of this year, when Xiaomi TVs and boxes sold in full swing, they were also sued by LeEco as a pirated broadcast of LeTour's copyrighted works, eventually losing the case.
“The millet TV and the box were considered by the market as the second battlefield that Xiaomi developed after the mobile phone, but the limelight was overshadowed by LeTV, which was released one year earlier. During the rectification, the seven licensees stopped cooperation with LeTV. Stopping sales, Xiaomi just used the window period to enrich the content, improve the user experience, and then launch an attack on LeTV.†An insider of a home appliance manufacturer believes that once Xiaomi integrates the content and hardware better, it will undoubtedly be a huge blow to LeTV. Manufacturers are even more enemies.
During this year's “Double 11′′ period, LeTV and Xiaomi played again. LeTV ranked first in Tmall with a total turnover of 159 million yuan, followed by Hisense, Xiaomi and TCL, which were 153 million yuan, 149 million yuan, and 118 million yuan respectively. However, Xiaomi was not to be outdone, saying that LeTV had a large number of products, and the order number and payment amount of Xiaomi TV were all the first.
In the gap between regulatory policies, all parties in the industry chain have re-adjusted their position and combination, and they have started a new round of stifle.
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