Internet TV industry after strict regulation of radio and television: an invincible cockroach

After a series of uninterrupted radio and television rectification measures, the future development trend of the Internet TV industry reminds people of the "cockroach" in the palm of Stephen Chow's version of Tang Bohu.

Even though the supervision and rectification of the State Administration of Radio, Film and Television is cruel, firm and unyielding, it is not the State Administration of Radio, Film and Television that will ultimately kill the booming and promising Internet TV industry, but the TV users. Data shows that in the future platform period, the Chinese market will have 400 million household users, the penetration rate of OTT TV set-top boxes will reach 60%, and each family will have an average of one TV smart terminal. Faced with such a strong market presence, radio and television cannot turn a blind eye.

The ultimate form of Internet TV is actually a playback terminal that integrates many network resources, and this terminal is jointly built by smart TV manufacturers and Internet companies. Such a terminal is different from the relationship between traditional TV manufacturers and TV stations in the past. It doesn't matter if they never interact with each other. But the reality today is that if there is no rich network resource content to compete with traditional TV programs, then there is no Internet TV industry.

Everyone knows the rest of the story: the "conservative and stable" SARFT joined the battle for the future TV market and controlled the content by controlling the licensees. This method, which was born out of the need to purify the market environment and ensure the orderly and healthy content, has also strangled the lifeline of the entire Internet TV industry. However, no matter how positive and healthy the SARFT's motives are, the results are regrettable. The declining power-on rate of traditional TV sets is not only due to the "disfavor" of TV programs, but also the market segmentation under the market segmentation brought about by mobile terminals, PC terminals, and large-screen terminals.

The Internet TV industry should be an open market. Closed development will lead to nowhere. This is true for TV manufacturers and Internet video companies, and for video websites and TV programs. Perhaps the current rectification of radio and television can bring about a painful industry panic, but in the face of the needs of hundreds of millions of users, the industry will be like a "cockroach", tenacious in the world.

On August 25, Hunan Satellite TV was preparing to invest RMB 1 billion in its wholly-owned subsidiary, Happy Sunshine Interactive Entertainment Media Cable Company, to support Mango TV, Internet TV, mobile Internet and other new media businesses. It is understood that the RMB 1 billion new investment received by Mango TV will mainly be used to build weekly drama theaters on the Internet platform and other businesses. At the same time, on August 27, Dr. Peng issued an announcement stating that the company intends to invest RMB 30 million in the form of capital increase to acquire a 9.09% stake in Galaxy Internet TV Co., Ltd.

At a time when the entire Internet TV industry is facing a severe situation, there are still so many companies and units that continue to invest in the industry. It can be seen that the Internet TV industry, this "little cockroach", will not only not die, but is indeed very valuable.

With the successive delistings of Tencent Video and PPTV TV clients, the rectification storm of the radio and television industry may have just begun. No one can guess which company will suffer next. However, facing such rounds of attacks, the Internet TV industry will never sit idly by. Since the radio and television industry wants to play with everyone, the only way out is to bring in TV stations to play together. In fact, the Internetization of television still has a long way to go. It is a bit aggrieved to die at the starting point. If you want to reduce the huge driving effect of the smart TV craze on the entire TV transformation, you must first bring traditional TV programs into the new round of layout division of this industry. In this regard, Mango TV has done a good job.

If Internet TV still cannot break through the constraints of broadcasting and television in terms of video content as time goes by and policies continue to tighten, then it will not die. Because after the "first application" video on demand, a new round of TV games, online education, home shopping, etc. will continue to light up this industry.

Chen Le, General Manager of Unity Games Greater China, said that China's 13-year ban on the sale of game consoles was officially lifted on January 6, 2014. China's TV games have a strong user base of about 430 million households. Currently, IPTV set-top boxes and OTT boxes have covered more than 50 million household users. High-definition, 3D, large screens, handles, somatosensory, virtual reality and other technologies have enhanced the family digital entertainment experience and further satisfied the user's visual, auditory, tactile, spiritual and emotional needs in the game experience. The development prospects of the home entertainment market are very good.

BesTV COO Guo Jingshen also revealed that BesTV will vigorously develop the game industry. In terms of the main audience, BesTV will put families first, and in the future development of the game industry, it will be committed to providing family users with multi-mode, wide-ranging, colorful, healthy and safe game content.

At present, if we want to tie a red scarf on the radio and television that is good at rectification, there are still sufficient reasons. First, when the strict regulatory system hits the brand TV boxes, it also kills the highly competitive copycat boxes. Copycat boxes have always been a headache for Internet companies. The rectification of the Internet TV integrated broadcast control platform by the State Administration of Radio, Film and Television has completely killed these unknown boxes in offline channels and paved the way for the future development of brand boxes. Second, it guides the development direction of the Internet TV industry. Today's Internet TV industry is basically a situation where there are too many soldiers and too few generals. Too many soldiers is not a good thing and it is not easy to manage. Radio and television also hopes to select a few soldiers in the process of rectification to lead the healthy and orderly development of the entire Internet TV industry.

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.