Traditional television channels and television stations are strongly impacted by new media
Cable TV operators all over the world are declining. Online video, mobile video, and OTT are diverting viewers from TV stations and cable networks. The number of new domestic video users has reached more than 430 million, and it is in a period of sustained high growth. Cable TV users began to lose. In 2013, the advertising revenue of TV stations was 130.2 billion, growth was stagnant, and advertising revenue in 2014 had started to decline (data was not disclosed). In 2014, TV stations began to decline in the first year, and will continue to decline thereafter.
TV has lost PC screen and mobile screen
First, the PC screen was lost. The commercial video website completely defeated the video and new media of the radio and television organizations and occupied the vast majority of PC screen users. The second is the loss of mobile screens. With the popularization of mobile smart terminals such as mobile phones and PADs, commercial video sites have rapidly occupied mobile video, and SARFT mobile TV licenses have basically failed.
General Administration is losing TV screen
First, the effectiveness of terminal management is not high, and the intelligentization of TV terminals (including all-in-ones, boxes, etc.) is increasing in popularity and scale (in 2016, the number of smart terminals will exceed 200 million units), and the activation rate and active rate will continue to increase (2016 The annual active users will exceed 100 million). The openness of smart terminals and the Internet has led terminal manufacturers to lead users to flash and install commercial video websites. In general, smart TV terminal users will be able to watch Internet videos at will. The Directorate’s control over the ID number of the terminal did not control the terminal. Most of the terminals were outside the policy control.
Second, the market access system has not been implemented. The General Administration of Industry implemented the OTT license system for market access, but commercial video websites and terminal manufacturers have begun to enter OTT. At present, 80% of smart TV terminal users have no access to OTT broadcast control, and there are also a large number of access and broadcast control platforms. The commercial video website APP is installed. Most of the OTT's current ratings and traffic come from commercial video websites.
In June 2014, SARFT began strict supervision, regulating the behavior of licensees, retreating non-compliant market players, and rectifying smart terminals such as OTT boxes, which to some extent curbed the rapid and disorderly development of Internet TV, but in the long run In terms of technology and business development trends, Internet TV is irreversible, and Internet TV will still maintain a fairly high growth rate in the next few years; blocking regulatory measures can delay the speed of development, but cannot change the trend of development.
General Administration of Supervisory Logic Transformation
In February of this year, the General Administration issued a document regulating the production of commercial television websites and UGC content. It requires that PGC content production must have a production license, and UGC content should be real name. All broadcast on the network will be implemented after the first trial broadcast. In April, the clean-up operation dropped some of the American dramas and home-made dramas. It is said that the introduction of overseas dramas will also be conducted after the first trial. The General Administration of Administration also repeatedly stressed that Internet TV should be supervised according to the management standards of radio and television.
Market access system for OTT licenses and IPTV licenses gradually weakened
The General Directorate began to strengthen content supervision when it was unable to effectively supervise the implementation of smart terminals and market access systems. It is highly likely that the General Administration of Administration will use content regulation as the most important regulatory means, and channel supervision and terminal supervision will continue to weaken under the impact of the market. This means that the OTT market will be gradually liberalized. The OTT licensees of the Broadcasting and TV Department will face direct competition with the video site. They are not opponents of the video site in terms of system, capital, technology and experience. The licensees will face the squeezed out market. danger.
After adopting a rigorous content review and supervision policy, the Directorate-General will live off the content at the source, and the video content will meet the central publicity requirements and complete its political tasks. The market access system for OTT licenses and IPTV licenses is no longer important, and it is very likely that the General Administration of Administration will gradually abandon the license monitoring system, similar to the current mobile TV license. Once there is no policy support, it is difficult for a fully marketed licensee to win in the fierce market competition.
Does the General Administration organize new television media?
In the traditional radio and television era, SARFT successfully built and operated central-level radio and television media, including CCTV, CRI, and CNR. "Guangxi Broadcasting and Television, Radio and TV Broadcasting" are very successful. In the advent of the Internet era, traditional broadcasters are declining, and new video media has gradually become mainstream media. The General Administration of the People’s Republic of China has implemented strict control over new video media, but technology, market, and trends have gradually broken through policy restrictions and the regulatory policy of the General Administration of Customs has been continuously adjusted. In front of it, we are beginning to shift from "main body, contents, channels, and terminals" to "mainly content-based supervision and others to supplement." The problem of "management" has been resolved. What should be done to "do" problems?
At present, the new media development and commercial video websites of the three major broadcasting and television organizations directly under the General Administration of Administration are not a heavyweight. The General Administration of China has repeatedly issued a document requesting television stations to vigorously develop network television stations. Under the constraints of the system, funds, and technology, the new media of the National Broadcasting System Department is still very weak.
The launch of CNTV in 2009 shows the determination of the Central Government to establish new media. Although CNTV is the best in state-owned media, it is still a lot different from commercial video sites. The expansion of Sina Weibo and the expansion of WeChat have allowed the Central Government to see market-oriented new media that can be managed and used. Whether or not to make huge investments to run an Internet TV station will be a matter of debatable success.
The problem now faced by the General Administration of Communications is that according to the requirements of the Central Government, television content must be done. Does it need to do new media like the three major stations? Or is it only positioned in the government supervisory department to supervise the industry?
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