Internet era, redefining television

Over 500 million online video users in China have more channels to "see"

Once upon a time, the whole family watched television together, which is the most common way for Chinese families to relax. Today, more and more viewers choose to personalize their viewing time in fragmented time, and connected terminals such as smart phones, tablet computers and smart TVs have broken the monopoly of the traditional TV market.

“China’s cable TV industry is not optimistic in the Internet age.” Lu Dongtao, General Manager of Gehua Cable TV Network Co., Ltd. disclosed that at present, there are 200 million registered users of cable television in China, of which 100 million are digital TV users and 34 million are interactive digital TVs. Most do not implement two-way interaction. According to the data from the China Internet Network Information Center, the current usage rate of online video users in China is about 70%, and users have exceeded 500 million. Industry insiders believe that the “net generation” of the Chinese film and television industry has arrived.

As a media industry, television is one of the industries that was hit by the Internet earlier. However, when more and more people use mobile phones to obtain information, newspapers, magazines, television, and even portal websites are no longer the most important channels for people to obtain information, but have become “content providers” for new media platforms. The channel value of traditional media has been greatly weakened and the business model has been greatly challenged.

Nowadays, the total TV audience and the audience size of traditional TVs have fallen. In the first quarter of this year, traditional media advertising has dropped by 4.7%, the largest decline in five years, of which television advertising has dropped by 2.9% year-on-year.


Into the Internet video, enter the data services industry, cross-border cooperation to find a breakthrough

“Chinese TV stations can have a golden period of development in the past 20 years. First, the monopoly of channels and the second is to catch the Clippers for economic growth. We have become accustomed to sailing in the water and slowly solidified our thinking.” think.

In the face of a new industry structure, the television industry is using the Internet to transform itself: some products, some applications, some cross-border cooperation, and some engage in capital investment. In the past year, the provincial television stations frequently performed actions that caused widespread concern.

On June 19th, in order to promote the transformation of Shanghai Media Group (SMG) into the Internet, Oriental Pearl and BesTV reorganized the establishment of a new company, which will revive in the Shanghai Stock Exchange. “The new company is an Internet eco-enterprises and is the only industry and capital platform for SMG. Its market value has reached 174 billion yuan.” said Ling Gang, President of BesTV New Media Co., Ltd. In addition, SMG has also set up an Internet program center to tap the content resources of traditional media according to the demand of Internet TV. SMG also join hands with Alibaba to integrate the advantages of media and big data to enter the financial information and data services industry.

"Mango TV, which is supported by content alone," has proved "content is the entrance" in the past year. Nie Mei, deputy director of the Hunan Radio and Television Station, said that Hunan TV station is "involved in Internet video because it covers 500 million people and is more in line with the younger generation's preferences."

Although there are many attempts, the outlook is still difficult to distinguish. In Nie Mei’s opinion, “Internet video may be the longest and hardest money in the Internet industry. The biggest problem is that there is no profit.” Wang Jianjun believes that “the television industry does not try, and there is not even a chance to accumulate failed lessons. Only Will lose the opportunity to talk to the Internet."

While actively exploring, industry insiders also believe that traditional TV should grasp its own competitive advantage. "A few well-recognized programs in the industry, such as "I am a singer" and "The Brothers Running," still rely on TV starters," Wang Jianjun said.

In a sense, the move towards "Internet +" is a hurdle that the media must take. In the words of Luo Jianhui, Director of the Network Division of the State Press, Publication, Radio, Film and Television Bureau, “Media integration is a full-scale integration of content, technology, business, and markets. There is no experience to learn from, and we must constantly explore and limit ourselves. We must not limit ourselves. Where is the boundary?"