In 2014, the high-speed development of the first-line platform was unable to miss the low tide of the entire TV industry. At the same time, although the first-line platform has continued high-performance, it has not been able to offset the decline in the television industry.
This situation, along with the video revenue gradually opened the bottleneck, Iqiyi, Youtu and other self-made content began to initially get the advertisers' approval, plus the optimistic expectations of the entire video industry in 2015 to prepare for huge investment in the home-made field, The market seems more pessimistic about the situation of the television industry.
From the user level, both video and television meet the audiovisual needs of users. On the whole, content-level television currently occupies a dominant position; video at the experience level dominates.
However, the advantages of video experience are not absolute. With high-definition video and sound quality, video is currently at a disadvantage; TVs are relatively comfortable to look at when they are leaning back on the sofa. Compared with forward sitting postures, the effect should be relatively better.
Although convenience and viewing anywhere, anytime, video is definitely the absolute leader, the video content library is also larger, and content extraction is also more convenient. However, with Hunan Satellite TV and Shanghai TV making efforts at the network, the gap between the zoom-in and the video at the experience level should be predictable.
The industry generally believes that the existing advantages and potential capabilities of video determine its future prospects. Observing this view from the trend is certainly correct, but the main growth driver for video currently comes from the huge potential of the “traditional business ecosystem online†environment. It is impossible to last forever. At the same time, it should also be noted that the first-line platform in the television industry is currently eroding the advantages of video in response to the trend of the Internet.
Compared to television, the real potential advantages of video are that it is closer to the users who migrate to the Internet on a large scale, and the “user behaviorâ€-oriented technology research and development orientation makes video more able to understand the evolution of user behavior brought about by technological development. Logically, it is also better able to break through the limitations of the TV model.
This kind of sign is indeed emerging. Whether it is traditional film and television companies or traditional publishers, in order to adapt to the transfer of effective traffic, it starts to cooperate with the video occupying the position of the online audio-visual center, which is conducive to the creation of new commercial forms of video.
However, it cannot be avoided that first-line television stations have preliminarily established content dominance through nearly two or three years of hard work. With the current situation, this dominance can be maintained for at least two to three years.
The status quo of this industry has led to the fact that the source of audiovisual terminals' content may be mainly the supply of first-line stations in the next few years. Even if the “individuation strategy†of the video industry can be successful in 2015, TV content of first-tier TV stations will still have advantages in terms of scale and influence, which will also make their content more conducive to derivative value.
This is exactly what led to this wave of Chinese culture industry's renewed leadership, mainly from the "first-line Taiwan" in the television industry, rather than the video industry in the new audio-visual center.
In this case, online video wants to achieve a grand story in the future and may need to break through two important junctures.
The first step is to extend from the current vertical market with a value of 10 billion yuan to the TV stock market with a value of 100 billion yuan. This process is actually a melee battle that grabs food from the hands of television. Obviously this is not easy to fight, although the central location of television content is not solid, but the video to be involved in the market, requires better tactics and strategies. Although the video used the living room strategy for more than two years, it did not achieve the desired results.
The path of the domestic living room economy is limited to the intervention of SARFT and may not be too good in the next year or two. There are also restrictions on the use of licenses and administrative regulations. At least from the administrative point of view, in order to reshape the media influence of the national team, the video industry of the private capital team wants to gain more say in the living room market, it is still more difficult, or the cost that may need to be invested will be very high .
Secondly, even if we cross the television hurdle and enter the TV stock market worth RMB 100 billion, then, how can we expand the market of television stocks worth RMB 100 billion into supermarkets worth hundreds of billions and even trillions, and can To fully exploit this market, there are still doubts.
Ironically, the first test of this future supermarket is the one that has once again received a bumper harvest in 2014. "Where is my father?", "China's good voice", "running man" and other popular variety shows, regardless of whether to do movies, hardware, or games, have begun to try out the surrounding industries.
This strategy is in fact equivalent to breaking through the commercial barriers between the media industry and the entertainment and cultural industries, and extending the content of the first-line platform to the cultural and entertainment industries. Moreover, in the face of such a thrilling and dramatic change, the first-line Taiwan even got a good result.
Although the culture and entertainment industry led by the first-line Taiwanese innovation, there is still a big problem in the understanding and related operations of the entertainment and cultural industry, but at least it is the ice-breaking signal. If the market has no eyes, this historical turning point will undoubtedly have milestone significance. Therefore, there is indeed an illogical side to the decline of television in the market.
At the same time, it is worth sceptical that it is not known whether anyone has seriously considered whether the barriers between the media industry and the cultural and entertainment industries will have an impact if they are fully opened. Personally, I see the entire media industry (including new ones). The media and China's entertainment industry will be reshuffled, and the cultural and entertainment industry and the media industry will play a huge role in influencing the social population. The impact on the overall market will also be very far-reaching.
Therefore, whether the online video's imaginative space can be maintained at the market and capital level depends on whether or not it is possible to achieve a curve overtaking in the face of the first-line platform that has already led the field, in the course of the development of the supermarket of culture and entertainment industry. It is the second point to acquire the ability to lead the development of the market.
Finally, suppose the video and the first-line platform are viewed as competing, and the layout of the first-line platform in the video field is not too late. In the last two to three years, video development has been progressing. For first-line stations with strong content advantages, the video is currently being viewed. The advantages of the model are not too great. In addition to the continuous marketization and capitalization reforms in the first-tier platforms in the past two years, the lagging two or three years may not be an insurmountable gap. From this point of view, the video industry may not need to be complacent about what has been achieved in 2014.
Written in the back
In recent years, video enterprise IPOs have not achieved high valuations. Because the video industry's current innovation in the audiovisual industry is not enough to support its general volume, and this situation does not change, it can only indicate that the best time for IPO in the video industry has not actually arrived, and it has not been seen before. Over.
At the same time, the market's failure to watch television in the past two to three years is rooted in the fact that it seems to exaggerate the current media advantage of video; on the other hand, it ignores the market prospects that TV breakthrough in the content end may form in the future.
The key point is that the entire market has irrationally ignored the "first-line platform", which has already been separated from the entire traditional television industry. It is becoming a new force that jumps out of traditional television.
As a pole of the gradual integration of Internet technology, continuous marketization and capitalization of the Internet, the first-line platform should not only be treated differently, but should also see the impetus for the extended value of the audiovisual industry. Their form is very different from traditional television.
In fact, compared to the video industry, the "industrial TV" represented by the first-line Taiwan has undergone industrial innovation, whether it is for the entire market, because it has reshaped the booming new content market and the wave of pan-social entertainment brought about by the market. The media industry, or related extended industries, actually have more market-level ripple effects. The restart of the Chinese cultural industry is an excellent example.
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