“Industrial progress of mankind, small innovations are often produced within the industry and within the industry. Large, revolutionary, disruptive advancements are often realized across industry outside the industry. The present transportation industry definitely does not originate from the camel team horses. The current banking industry is definitely not made by the Shanxi bank account. The current digital camera will definitely not be Kodak film. The reason is that there is interest. The second is the inertia of human thinking." Host at the 2017 China Internet Conference Said.
With the landing of the "Internet Plus" and big data and other strategic blueprints, the integration of China's Internet and traditional industries is now in full swing. The integration of the Internet into traditional industries has made it possible for many “unremarkable†industries in the past to become “spiritâ€. The birth of Internet TV not only reconstructed the original industrial structure, business model, and marketing model, but also had a profound impact on the entire TV industry. At the Internet Conference, LETV CEO Liang Jun said: "The hot Internet has only just begun. There are still a lot of new things that we need to tap. The TV business, as a future media platform, will generate enormous commercial value in home entertainment."
With the landing of the "Internet Plus" and big data and other strategic blueprints, the integration of China's Internet and traditional industries is now in full swing. The integration of the Internet into traditional industries has made it possible for many “unremarkable†industries in the past to become “spiritâ€. The birth of Internet TV not only reconstructed the original industrial structure, business model, and marketing model, but also had a profound impact on the entire TV industry. At the Internet Conference, LETV CEO Liang Jun said: "The hot Internet has only just begun. There are still a lot of new things that we need to tap. The TV business, as a future media platform, will generate enormous commercial value in home entertainment."
Ove Cloud Network data shows that the number of Internet TVs in China now exceeds 200 million, and is expected to reach 400 million in 2020. If you have 1.5 TVs per household, this figure has surpassed cable's inventory. In the eyes of people in the industry, with the development of Internet technologies and smart technologies, the continuous improvement of regulatory policies and market acceptance, the integration of traditional TV and Internet TV has become a general trend. Perhaps the OTT three letters will no longer exist after 2020. .
TV, as the center of home entertainment, has innate advantages over user-experience, user stickiness, user loyalty, etc., and the TV can basically guarantee a fixed boot time in the home. This gives TV advertisements enough space. In the “exposure†space, data shows that 74.5% of family members will choose to watch TV together. This will not only increase the amount of advertising coverage, but also make it easier to resonate among family members. It will virtually increase the effectiveness of advertising. .
According to Zhang Hong, a CTO of Nelson Network, compared to the United States where the content industry is relatively mature, China has to multiply the number of people in the United States in terms of population, number of households, and number of Internet users. However, in terms of per capita advertising investment, China is only the United States. 0.2 times, in the future development of Internet TV, advertising still has a very broad space and mining value. How to achieve accurate advertising push in the future and achieve true “Thousand People†is a problem that the entire industry has to face.
In addition to advertising, under the education of the video site “member payment†model, consumers nowadays are more likely to accept the payment of premium video resources, especially young consumer groups represented by 80 and 90 who pay for good content. The willingness is even more prominent. At the same time, Internet TV shows great potential in shopping. Compared with the linear broadcast of TV shopping on traditional TV stations, Internet TV can be combined with two-way features to make it easier to remove the content of the product and realize the transformation from passive viewing of shopping to the current smart recommendation of users and smart viewing of shopping. Fu Qiang, vice general manager of CIBN Internet TV, said: "After the opening of payment capacity, TV shopping will be a very huge market opportunity and it is expected to be at the level of 3000-500 billion."
According to the view of the vice president of Oriental Pearl and President of BesTV Shi Zhisuan, the Internet TV toll market is the construction of the membership system, including the paid video and everything it involves. Whether it is Internet TV, traditional TV, large screen or small screen, it will eventually be Serve to different groups of people or specific groups of people. This is exactly the value development after the integration of resources in the market segments and the upgrading of services. It is not only online but also offline.
In 2013, an article in the “Twilight of the TV industry†of Beijing Commercial Daily caused the industry to “shockâ€. The rise of audiovisual platforms such as personal PCs, the Internet, tablet PCs, and smart phones led directly to the shrinking of the TV industry. The operating rate in some regions even dropped to 30%, in addition to the user structure "ageing" and other issues also need to be resolved. However, with the development of Internet technologies and smart technologies, the continuous improvement of regulatory policies and the gradual increase in market acceptance, not only the content of Internet TV viewing has become more diversified, but also opened up new profit models beyond the hardware. Today, Internet TV is Content services, advertising services, media value, TV shopping, big screen games, education, etc. have shown great potential.
The integration of Internet thinking and the increase of cross-border players have brought profound changes to the traditional TV industry and changed the game rules that have been sticking to decades. Liang Jun said: “Before this screen or in front of this screen The backbone of the family elderly, children, housewives, and family, the business opportunities they bring is the real value to be tapped from the big screen Internet. If the hardware manufacturers cannot find new profit points, the hardware companies will sooner or later have one day. Will be taken over by the video site."
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