On the evening of June 23, E-Media announced that, in order to seize the opportunities for home Internet development and speed up the implementation of the “Internet + media†strategic upgrade, the company and Alibaba signed the “Comprehensive Strategic Cooperation Framework Agreement.†Based on the principle of sharing resources, complementing each other's advantages, mutual benefit and win-win results and common development, the two sides have reached the will for comprehensive strategic cooperation and signed a comprehensive strategic cooperation framework agreement.
According to the announcement, the two parties make full use of Internet thinking, Internet business model and business philosophy, and give full play to their respective resource advantages, user advantages, technological advantages, and content advantages, and take the home digital entertainment business products as an entry point to comprehensively promote big data and cloud computing. All-round business, technology and capital cooperation such as smart city, IDC, and media content form a comprehensive strategic partnership.
E-Media stated that this comprehensive strategic cooperation is a major practice in the integration and development of radio and television network services and the Internet, and will have a profound impact on the company’s cable television business. On the one hand, the YunOS platform provides cable TV users with a richer, higher-quality DVB+OTT home entertainment experience. On the other hand, through cooperation, the company will fully absorb Internet thinking, Internet business models and business concepts, and integrate the advantages of both parties' resources. The advantages of technology and content, deepening the value of home users in the era of Internet.
In addition, the cooperation between the two parties will accelerate the development of home digital entertainment business products, and will promote the development of big data, cloud computing, smart cities, IDC, and media content in an in-depth manner, and strive to build the company's “Internet + media†industry chain and ecology. Circle laid the foundation.
Previously, Tongzhou, Huadian, and Mango had all issued similar announcements and quickly died down without a word. For cable networks, it is + OTT to meet the urgent and short-term needs of users, or to return to the basic network operators themselves, to strengthen their own network operation and maintenance capabilities, and to provide bearers for all OTT services. Anyway, only the TV stations are transmitted. Broadcasting has no way out. Telecom used to rely mainly on fixed telephones. It gradually increased its business to rely mainly on data and mobile services. Cable cannot always be dominated by television programs. Data and mobilization are also fundamental to network operators. Natural additions, unless you give up this buried millions of kilometers of fiber optics, connected to the 250 million user home access network.
The predecessor of the cable television network was the cable television station. Later, the network was separated and the cable station was merged. The cable network became independent and became a cable television transmission company. Actually, the radio and television reform has the next step, just like “let some people get rich first, "Beginning to get rich after getting rich" is the same. Although many people forget the latter part of the sentence, the separation of Taiwan's network and the wired and wireless merger have in fact the next half of the sentence, that is, the cable network must become the basic network operator.
At that time, the reform plan was to set up a cable television network division in the Ministry of Information Industry. Chen Xiaoning, director of the network center of the SARFT, became the chief of the division, responsible for cable television network services throughout the country, and the cable television network company also worked with China Telecom and China Unicom. Constitutes China's telecommunications infrastructure network.
The reform plan has been placed on the desk of the prime minister at the time, but unfortunately did not wait for Director Chen to report to the Prime Minister, one thing happened, that is, Xinuo satellite broadcast signal was attacked by X, and the telecommunication of the cable network was stopped urgently. Retention as a broadcast television transmission network to ensure the protection of national cultural security.
This is like cutting JJ into the palace as an eunuch, and JJ cut it all over, and then said that your ancestors are not clear in history and cannot be eunuchs. What can be done? In stark contrast is the development of the telecommunications industry, accession to the WTO, opening to the outside world, In the telecommunications reform period, in just 20 years, China’s telecommunications industry has become a giant in the world telecommunications industry, and cable is still a television transmission special network that focuses on broadcasting.
However, private networks are not specialised. With the development of communication technologies, telecommunication broadband has become a new force in the transmission of television programs. In addition to IPTV bundled by telecom operators, a large number of Internet companies are also using OTT to sweep broadband subscribers. The growth rate has slowed down. As of the end of 2014, there were 230 million users. It is estimated that by the end of 2015, the nationwide cable television digitization will be completed, and it is expected to reach 250 million households.
Of the 250 million households, most of them are analog or digital one-way subscribers. The local cable has not undergone two-way transformation, or it has not been able to provide high-definition interactive set-top boxes after the transformation. This gives IPTV and OTTs an opportunity. IPTV With 37 million users already in development, shipments of smart TVs and various internet TV set-top boxes are also nearly 100 million units. No matter how the activation rate or activity rate is, it will become a new force that will change the pattern of the Chinese television industry.
In the face of the impact from telecommunications and the Internet, where does cable TV go? Who is the future of video services? Apart from a large number of low-end users and underdeveloped regions, they are still using traditional linear broadcast services, and some are getting rich first. For high-end users and new generation users, they prefer the Internet, free time, free location, free content, and free on demand. Maybe they don’t know what they are looking for. Maybe they just like the feeling of freedom to choose, even if they choose to finish I didn't really look at it, but I watched and played with my mobile phone.
Hey! Where is the way out?
Faced with this part of the user, cable is to give up or possession? Is + OTT emergency, or JJ regeneration, restore glory?
Here is a description of what the OTT thing is. At the end of 2010 and early 2011, we introduced China from the United States. The English language is overthetop, or OTT for short. Literal translation is the over-the-top pass. Free translation is Internet TV. TV shows no longer pass. Terrestrial wireless broadcasts, satellite broadcasts, and cable television broadcasts are not spread through the IPTV private network, but are spread freely on the Internet. This is actually the original CPSP, except that the CPSP wants to pass through the basic network operator and the OTT goes beyond the basic network. Operators, two or three little brothers, and a server, dare to send a box, dare to do APP, subvert the TV station, replace the cable.
OTT is just a service on the Internet. It must rely on the basic network. It is free to access and download freely. The TV is free to use the Internet like a computer. The computer enters only the web address, and the APP is used on the mobile phone. The remote control is used on the TV. This is the OTT of the United States.
In China, for TV Internet access, as early as 2011, SARFT issued a restriction on the number 181 issued. It cannot directly connect to the Internet. All content must be provided through a broadcast control platform. The broadcast program must have a TV program production license. The introduction of overseas content must be reported for approval.
Even so, the smart TVs that can be connected to the Internet have sold 50 to 60 million units and the box has also reached 40 million. Regardless of the activation rate and active rate, nearly 100 million Internet TV terminals constitute the main force of the Chinese OTT.
Just as Xiaomi reported LeTV, even though the General Administration had No. 181, LeTV only had one broadcaster's vest. All of the content did not go through the broadcast platform and was still provided independently. The broadcast control platform was turned into a A LeTV content area, LeTV or TV box can still be directly connected to the Internet, program download is not just LeTV store, you can also install third-party applications market, download unaudited applications, these applications directly connected to the Internet, and is Broadcast control and monitoring, the active box in the market are basically like LeTV so secretly, so Xiaomi reported violation of music, causing widespread contempt in the industry.
At this time, cable operators were paralyzed, users were diverted, the market was being eroded, and cable television itself had no content. After the separation of the Taiwan network, the General Administration of China did not permit the cable network to handle its own content. The program was a television station and the broadcast control was also a television station. The content integration is also for the TV station. In the OTT industry chain, there is almost no wired network location.
In 2012, the old Yin at the Shenzhen Digital Home and Smart TV Conference called for a dual-network dual-mode TV terminal. At that time, the highly motivated OTTs did not bother to cooperate with the cable network and felt that it was behind-the-board technical services, which were frequently replaced and subverted. In 2014, when the General Administration of Communications used to standardize the Internet TV market, OTT live broadcasting was removed, illegal aggregation was hit, sales of boxes dropped from the peak, and IPTV continued to provide live broadcast under the two-level broadcast control of the State Administration of Statistics. The scale of nearly 40 million households.
The grim facts indicate that the live broadcast is still just needed. Although it doesn't look very much, it cannot be without. Therefore, many box manufacturers and OTT service providers have started to hold the cable operator's thighs, and the cable has fallen from the door to the saddle. cake.
So DVB+OTT began, in addition to the original cable set-top box, and then give users an OTT box, connected to Telecom or China Unicom or mobile or Peng's broadband, users can watch live cable TV, you can also use the popular OTT service, or simply replace the user with a box, leaving two behind the box, a plug-in cable CABLE, a LAN access to broadband telecommunications, the best of both worlds, most of the cable was flickered.
Looks beautiful? Isn't it, but Lao Yin tells you that this is no return. This is a knife. If the user is used to the OTT and wants to cut the line, if you choose one, the first thing you cut is your cable. Not broadband, and is this OTT the OTT you want? Is it an OTT that meets the specifications and requirements of the Directorate?
OTT is an industry chain with content integration, integrated broadcast control, basic network operators, and terminals. In this industry chain, cable should find its place.
Don't forget that you are a network operator, you have a physical network, and you have the largest user community in the world. Although it is decentralized and is being combined freely, the country also has a demand for unified cable users. In the past, you only had one line. , reach out to the user's home, the user-owned television network, then you give the user a box, see more content, more features, and now you give the user a high-definition interactive box, the program is more clear, you can also broadcast, In the future, you will give users a home smart gateway. Besides watching TV, you can also access the Internet. The home smart gateway is an upgrade and extension of the box, and it is also a cable 4G service.
Well, cable TV operators do not want + OTT, but return to the basic network operators, DVB + broadband, is the future of cable, of course, the return of the road will be quite a long, just like the JJ to be slowly to be re-cut To grow up, it needs the cooperation of policies, mechanisms, incentives, talents, and competition. However, this is an avenue of sunshine. Choose +OT for no return, or + broadband for the Sunshine Avenue, depending on your vision.
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