Mango TV's three killer features in accelerating the OTT market
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After the industry reshuffle in 2014, the OTT box market is facing a new round of competition and challenges. In particular, the State Administration of Radio, Film and Television’s series of policy interpretations on the OTT market have made it necessary for the industry to re-establish and rectify a new order. After the entire OTT market entered a stable development period, the attempt to establish a corporate cooperation model for the entire industry chain has become the common development demand of major box hardware manufacturers, licensees, and content providers. Recently, at the Shenzhen Cultural Expo, Mango TV and smart network TV set-top box manufacturer Kaiboer jointly launched a new TV box - the "Mango Moonlight Treasure" set-top box. By leveraging Mango TV's soft power in high-quality content resources and Kaiboer's hard power in TV box manufacturing, Mango TV's investment in the OTT market has started a new round of industry competition. The home entertainment user market is returning to normal. In the Internet era where smart mobile terminal products emerge in an endless stream, more and more people put down their traditional TV remote controls and turn to mobile phones and tablets. Family living room entertainment has become quiet and inferior. In particular, the gradual loss of traditional TV audiences has led young users to reject TV sets and gradually leave the living room. For example, at the beginning of this year, Mango TV APP topped the Apple Store free ranking list by relying solely on the TV program "I Am a Singer Season 3", easily shifting its layout from the PC end to the smart mobile end. It is also the help of the Internet that has prompted the emergence of the OTT market and, to a certain extent, reversed the trend of mobile Internet swallowing up traditional users on a large scale. Data shows that by the end of 2014, the total number of activated users of smart TV set-top boxes and smart TVs has reached nearly 100 million; after the Internet TV service was launched, 37.2% of TV users reduced the viewing of traditional TV content and switched to on-demand viewing on the Internet TV platform. It can be said that the birth and popularization of OTT products, especially the on-demand function in Internet TV applications, have not only completely overturned the traditional concept of TV products in the minds of users, but also realized the platform connection between it and small-screen smart mobile terminals, thereby cultivating higher Internet TV user stickiness and bringing young users with the most market potential back to the living room entertainment. In the rapid popularization of smart TV set-top boxes and smart TV all-in-ones, smart TV set-top boxes have been sought after by the user market with extremely low purchase investment and rich content resources. Three killer weapons to establish the entire OTT industry chain In fact, this cooperation with Kaiboer is not the first attempt of Mango TV to test the waters of the OTT market. As early as last year, after Mango TV fully implemented the exclusive broadcasting strategy, it had joined forces with more than 40 cooperative manufacturers to jointly seek the future development of the Internet TV industry. Looking at the "special" attributes of Mango TV in the video website industry, it is not difficult to summarize its three advantages in the layout of the entire OTT industry chain. First, the identity of a licensee; as we all know, in the policy reshuffle of the State Administration of Radio, Film and Television last year, the issue of licenses alone wiped out more than 90% of the copycat box manufacturers, and during this period, Internet companies such as Xiaomi, LeTV, and Alibaba were also involved in the policy rectification. The license issue has not only become the first threshold for entering the OTT industry, but also enhanced the voice of licensees such as Mango TV in the OTT market. Second, the exclusive content broadcaster; in the great changes in the video website industry in recent years, content copyright is regarded as the focus of competition for online videos at this stage. As Mango TV, which owns many high-quality content resources of Hunan Satellite TV, has become the controller of high-quality content resources. In connection with the existing profit-sharing "Sunshine Mutual Benefit Plan" between Mango TV and terminal TV box manufacturers, it can be predicted that Mango TV will develop more profit cooperation models with OTT set-top box manufacturers in the future. Third, it has the fan economy; compared with the long-standing free business model in the OTT market, the user payment model based on the fan economy was previously only a discussion and expectation of OTT companies. But for Mango TV, sitting on the powerful program resources and fan economy of its parent Hunan Satellite TV, it is obviously easier to break the development model of the traditional license "buying and selling" authorization than other manufacturers. Obviously, Mango TV did not intend to use its own advantages to "make money out of nothing", but after seeing through the fact that the OTT business is more focused on services rather than software and hardware products, it began to integrate its three killer weapons as a radio and television licensee, an exclusive content provider, and a fan economy, to promote the re-emergence and development of the OTT market. In the previous policy "strikes" by the State Administration of Radio, Film and Television on the OTT market, the copycat box brands that were about to perish due to license issues and content resources may also be saved by Mango TV's entry. At the same time, Mango TV, which chooses to cooperate with terminal box manufacturers, can not only take over the user stock market of copycat boxes, but also further integrate and standardize copycat box manufacturers through the dual identities of licensee and content provider, and establish its multiple identity advantage position in the OTT industry chain. Cheng Hongrong, general manager of Mango TV's Internet TV Division, also said that Mango TV's involvement in the OTT market is not intended to be a simple content provider, but hopes to strengthen cooperation with major terminal manufacturers to jointly cultivate the user market and achieve interest sharing. Of course, at a time when there are still many problems in the entire OTT market, whether the cooperation model between Mango TV and terminal manufacturers can generate a growth effect for the development of the industry still needs time to verify. But in terms of the three killer features of Mango TV in the current development of the industry, this attempt to explore a new business model by activating and cultivating users to pay for high-quality content has to be said to be an important step for the OTT industry to find sustainable development.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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