Speaking of big screens, they will pay attention to the content. When it comes to content, they think of sports. On the afternoon of November 14th at the GFIC 2017 Global Home Internet Conference, Yin Yuan, Vice President of PPTV Intelligent Hardware Company brought us the theme of “PP Sports to Big Screenâ€. The speech introduced PPTV's strategy and thinking.
At present, in terms of sports at the big screen end, PPTV analyzed the performance of CCTV from 2015 to 2016 in the entire radio and television market, and reached several conclusions. The first conclusion is that CCTV's daily content production is proportional to the user’s consumption rate, and the proportion of consumption is long. The length of time spent by users is very long, and 20 minutes of one hour is consumed. Yin Yin said that the peak of the sports market was generated in 2008. With the Beijing Olympic Games passing, the sports content of the entire TV market has been attenuated, with only 1800 minutes last year.
At present, it is a time when the national sports media is very scarce. In addition to the 70% share of CCTV, other provincial cities have a very low contribution to sports content. This reflects two problems. The first is the issue of sports IP. With the penetration of the Internet in various industries, in fact, sports IP has always been in the Internet boom, and it is also a very popular IP. It is very difficult for local TV to buy heads. The IP content caused a lack of sports content on national television media.
Another point is that the current number of sports resources is very small, and there are only 60 sports IPs that can be counted in the world at present, and the proportion that users can accept is 33%. In fact, the audience of sports is very large, but the IP characteristics of sports show that the resources acquired by the sports market are very small. Unlike movie and TV dramas, it is difficult to form monopolies, and for its monopolistic resource acquisition, it has long held video. Website or company can be realized many times. At present, more than 50% of Internet users in China have watched a certain type of sporting event online or live broadcast of a certain type of sport. The base of the crowd is very large.
Part of the problem of the sports market is that because there are only a few sports media in the country, there are only one TV media in the country, which is 5 sets of CCTV. From this point of view, after the Internet goes to television, or TV converges to the Internet, on the TV side, because of its better immersive experience and better viewing experience, it is a scene of high degree of sports reduction, with the development of Internet TV. Watching TV through the big screen, watching sports events, the crowd's demand is very strong.
In 2017, PPTV did some statistics. Through television, the proportion of traditional sports games can still reach 34%. 34% means that there are no online users covering the current Internet, and the overall market is very wide.
It can be seen from another point that the sports market is scarce. As a PPTV, the market that goes to the TV market first is to acquire resources and monopolize resources. PPTV has been doing sports for 11 years now, and in the entire sports resources, especially in the last two years, from the Premier League to the Bundesliga, PPTV through the monopoly of the upstream IP resources, continuous realizing at the big screen, this is The first step in PPTV preparation is the holding of IP resources.
At present, the live broadcast of the entire sporting event has a large gap between peaks and troughs. When there are sports events, users will follow suit. In order to maintain the activity for a long period of time, PPTV has done a lot of sports peripheral IP, and the content of its own self-made programs is In order to be able to continue to provide users with the surrounding variety variety of events that can be watched.
In addition to holding IP resources, PPTV organizes experts and narrators to provide better services for users. From January to August 2017, 2484 games were broadcast, and the single consumption of UV can reach 2.9 hours per day. The activity of the entire user is very strong in terms of event concentration and user acquisition, from January to August. TV reaches 370,000 users. In October, the time spent on single-time purchases, the stickiness of users of sports events, and the length of consumption are climbing.
In August of this year, PPTV still showed good results in the combat type of competition, and the broadcast was adopted in the country for free. Within 600 hours, 600,000 users watched the game through OTT. After the end of the game, there are users watching the on-demand and playback continuously from the afternoon to the evening. This is a niche game and still brings value to the users.
PPTV did some statistics on China’s Uzbekistan competition. The number of onlookers in the Sino-Ukrainian War reached 2.2 million, the geographical distribution of users, Guangdong, Jiangsu, Shandong, Liaoning, the entire OTT market, the southeastern coastal cities, and the number of OTT terminals. And the user's activity is relatively high, this game also verified the active state.
Compared with the PC and the mobile phone, the user’s performance on the big screen is still the strongest stickiness of the large-screen TV. The user’s single-time consumption reaches 240 minutes. From the production point of view, two games took 10 hours. The live broadcast, the production of content to provide help for users, the way to look at the TV, the habit of watching TV inside a sofa, is still an easy way for Chinese users to accept.
In the layout of sports content of PPTV, first of all, we should make content production, grasp the upstream, and at the same time, enhance users' stickiness and monopolize the downstream. TV is an intermediate property related to content walls. 80% to 90% of users in China have mastered the current manufacturers and joint ventures such as Philips and Sharp. PPTV also uses some open methods to control the entrance. Currently, PPTV has been completed. With the landing of Philips, Konka, and Xiaomi Sports, at the end of the year, companies such as Sharp, Hisense, and Changhong will complete the connection of the sports area and products.
In addition to providing content for partners, PPTV also protects soft services. PPTV has a training system, through the training work of LaTong and the entire industry partners, to deepen the use of sports content in the big screen.
Take Ju Sports 3.0 as an example. With the 6A938 decoding method, users can select multiple viewing angles to allow concurrent games to appear on the screen at the same time. When playing back through a small screen, they do not interfere with the game. PPTV turns cold hardware upgrades into user-definable product representations that can provide users with different experiences.
With content, users, and traffic, it's time to cash out. In the way of liquidation, the marketing of sports, in addition to the patch, has multiple forms of advertising. PPTV also loads this advertising form into productized products. When users use it, advertisements appear immediately and give users some guidance. It is the data, the data of the teams included, the data of the events, presented to the users through the large-screen side, and the realization through the new screens of the big screen is a must-do thing in the future.
As a smart hardware company, PPTV also provides some simple integrated marketing, initiated microblogging sports topics for discussion, with the industry's manufacturers to conduct linkage split, PPTV is a smart way to put the TV brand, with IP, with stars, Bind with the user. In conjunction with Konka and Xiaomi, the number of topics has reached 20 million.
The continuous maturity of the intelligent hardware industry chain requires linkage and doing what they are best at. In order to make contributions, the future depends on the strength of the group. With the continuous maturation of the industry's entire mechanism, companies are gradually identifying and positioning, and 2018 will be the year of the OTT's big leap.
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