Is the deployment of Internet TV terminals by licensees a way to improve the industry chain or to occupy a position early?
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The low threshold of the Internet TV terminal industry has made this emerging industry a mixed bag, with various companies and fields involved, from traditional home appliance manufacturers, video websites, mobile phone manufacturers to telecom operators and Internet giants. Today, CIBN, one of the licensees of the domestic Internet TV integrated broadcast and control platform, officially launched its first self-branded Internet TV created by a licensee - CIBN Internet TV CAN. Talking about CIBN's original intention to launch Internet TV terminal products, Fu Qiang, the head of CAN brand, said that terminal products are the carrier and outlet of Internet TV business. Based on the industrial advantages of China Radio and Television Guangdong in licenses and content services, the research and development and promotion of Internet TV terminal products are both the established needs and necessary conditions for enterprises to layout the entire industry chain. Content services have become more "hard" . It goes without saying that the importance of licensees for Internet TV terminal products and even the "gatekeeping" of the Internet TV industry is important, especially with the supervision and rectification of the entire Internet TV industry by the State Administration of Radio, Film and Television in the past year, which has made manufacturers and enterprises in the layout of the Internet TV industry begin to become cautious. There are even corporate brand Internet TV products that have become "empty shells" just because of license issues. Grasping every link in the Internet TV industry has become the first lesson for developers to enter the Internet TV industry. At present, in the whole industry chain of Internet TV, from terminal products to content services and even bandwidth services, relevant enterprises have successively laid out their layouts. As the most important link of the radio and television licensee in the industry chain, the entry of CIBN Internet TV products may indicate that the last piece of the puzzle in the Internet TV industry chain has been completed. Whether from the perspective of the licensee or the content service provider, CIBN Internet TV, which was born in the "national team", has set an example for the forward development of the Internet TV industry. As Fu Qiang said, "As an Internet TV product produced by the licensee CIBN, the CAN brand will definitely not have a license problem in content services, and it may also set an example for other Internet TV brands; whether in terms of industrial layout or product experience, CAN will strive to become a benchmark enterprise for resource integration in the Internet TV industry and bring users a more extreme audio-visual experience." The unavoidable suspicion of "occupying a place" In fact, CIBN's layout of Internet TV terminal products has long been traceable. Since the beginning of last year, China Media Group Guangdong first accepted a 50 million yuan capital increase from Youtu, and established a joint venture "Global Unity". Later, it initiated the establishment of the TEA Alliance with Unity, Huawei, and Youtu, and finally announced the official landing of CIBN's Internet TV strategy with the establishment of "Global Interactive Entertainment". In the layout of Internet TV industry content, video, e-commerce, games, and even smart home, CIBN has not fallen behind in any link, which shows its deep intentions. However, it is precisely such a thoughtful industrial planning that failed to achieve the expected effect when CIBN Internet TV was truly born. First of all, smart set-top boxes and smart TVs can be said to be competing products in the industry layout. There is even a view that TV boxes are "substitutes" in the transition of the Internet TV industry. In the future, with the replacement of TV sets, smart TV all-in-one machines will surely become the mainstream of the industry. This time, CIBN released the TV box and smart TV at the same time, which inevitably caused some users to have purchasing confusion. Secondly, the product release is just a release. CIBN has not given a clear goal for the promotion and marketing of Internet TV products in the future. This may not be the attitude that service providers who are new to terminal products should have. Obviously, in the Internet TV industry chain, every manufacturer and enterprise involved has the vision of mastering the overall situation by developing terminal products. But in fact, terminal products are not only the first stop for users to meet their needs, but may also be the most direct reason for losing users. Therefore, if you want to knock on the door of the Internet TV industry, you need more "real" products.As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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