The State Administration of Radio, Film and Television strictly controls OTT installation manufacturers, each with its own countermeasures to skirt the rules

Recently, the State Administration of Radio, Film and Television issued a "Notice on Not Installing Internet TV Client Software Beyond the Scope". The notice requires that any institution that does not hold Internet TV integrated service and Internet TV content licenses shall not withdraw, launch or provide software clients for installation in Internet TV terminal products; those who have already carried out Internet TV business beyond the scope shall immediately rectify. The notice also requires that all provincial bureaus conduct a comprehensive self-inspection of Internet audio-visual program service units within their jurisdiction.

The issuance of this notice also means that the State Administration of Radio, Film and Television's rectification of the Internet TV industry has shifted from licensing to content and software providers.

Bao Ran, an expert in the radio and television industry, said that when applying for relevant licenses and audio-visual licenses, the relevant enterprises submit applications to the provincial radio and television departments, which then apply to the General Administration. According to the regulations on jurisdiction management, the provincial radio and television departments must also inspect the enterprises within their jurisdiction. Therefore, it is normal for the provincial radio and television departments to intervene in self-inspection.

According to information obtained by Sohu IT, as of now, the relevant online video websites and video software manufacturers have still not received the rectification notice for over-scope installation issued by the superior competent department.

However, after receiving relevant news from the media, various video websites are also studying corresponding countermeasures. After combining information from several major video websites and some video aggregation software manufacturers, Sohu IT summarizes their response strategies as follows:

1. The development of video apps will not be stopped because of the issuance of such notice by the General Administration

According to previous data, about 80% of home applications are related to video. Video websites will not abandon the OTT video industry just because the State Administration of Radio, Film and Television has strengthened its supervision of the industry. It is understood that since almost all smart TVs and OTT set-top boxes currently use the Android system, their video apps for Android will still be adapted for TVs.

Since the State Administration of Radio, Film and Television is only responsible for the supervision of the television side, the development momentum of video websites and video aggregation software on the mobile side has not been affected.

2. Various video APP software will continue to be pre-installed

Although integrated broadcast control platforms have generally removed third-party applications and video apps from OTT boxes, regular box manufacturers can only guarantee that the boxes meet the regulatory requirements of the State Administration of Radio, Film and Television when they leave the factory. After the license holders and box manufacturers no longer pre-install video websites and other software, these manufacturers are also continuing to strengthen cooperation with various offline channels, forums, app stores and other channels. Through third-party channels, OTT set-top boxes can be reinstalled with pre-installed related software in the last link.

3. Encourage or educate users to install the app on their own

Although the current regular OTT set-top boxes have successively deleted a large number of non-compliant applications according to the requirements of the State Administration of Radio, Film and Television, but because these boxes use the Android open system, the user's permission to install applications has not been cancelled. According to Sohu IT, many companies are currently instilling in users the idea that OTT set-top boxes are actually computers and users can install any applications they want.

There are also many "third-party" tutorials, ROOT software, etc. on the Internet, allowing users to freely obtain ROOT permissions for set-top boxes and install applications.

According to information obtained by Sohu IT, while implementing the relevant regulations of the State Administration of Radio, Film and Television, some video websites are also playing tricks to try to consolidate their market share on the TV side. Of course, in order to avoid policy risks, Tencent has temporarily withdrawn from the competition on the TV side by suspending its TV services. Wu Chunyong, an expert in the radio and television industry, believes that the supervision of the State Administration of Radio, Film and Television on the OTT industry will become more and more detailed, and video companies need to redeploy according to the existing rules of the game in a timely manner to maintain their competitive advantage.

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.