Internet video PK radio and television new media latest competition trend: Internet video all the way to go forward, TV media into the downturn inflection point.
1, Internet video PK radio and television new media latest competitive situation: Internet video all the way to go forward, television media into the downturn inflection point. 2014 was the turning point of TV media and Internet video. First, domestic Internet advertising exceeded 150 billion, and the total amount exceeded television advertising revenue. Second, Internet advertising, including Internet video, continues to maintain its growth momentum, and television advertising has entered negative growth for the first time. Thirdly, the number of Internet video users reached 430 million, and the number of mobile phone video users reached 310 million. The audience of the TV continues to be lost, and the power of communication and influence are constantly weakened. Fourthly, Internet video has basically occupied the mobile terminal after occupying the PC, and it is invading the TV. Only the policy of the SARFT has blocked and the TV station has no recourse.
2. Comparing the new media of VSTV to the video of the Internet: In general, Internet videos have various advantages such as system, technology, talents, platform products, and capital. The user groups have been continuously improved, the dissemination power has been continuously improved, the market scale has been continuously expanded, and it has become aggressive. offensive. Loss of viewers in the television media, decreased advertising, and decreased communication power, are on the defensive of being passively beaten. However, the market size of traditional television media is more than 200 billion yuan, and the internet video is less than 30 billion yuan. The production capability of television programs far exceeds that of Internet video websites. The scale of television viewers is still in existence, and the market is still in volume. Internet video is a smart little monkey. TV media is like an old elephant who is bloated and moves slowly. The monkeys are still growing up. The ability of the elephant to regenerate is the key to this battle.
3. Analyze the future of television media in three aspects: the ubiquity of video transmission (also called networking and digitization), and watch the intelligence of terminals. Users will watch videos on the public Internet anytime, anywhere.
First, from the perspective of channels, this means that traditional TV transmission private networks, whether cable television networks, terrestrial television networks, satellite television networks, or IPTV television networks, will gradually become marginalized and gradually withdraw from the historical stage. With the increasing public bandwidth of the Internet, this means that the main channels of communication for the television media will be the public Internet and the mobile Internet, instead of the traditional TV network.
Secondly, from the perspective of terminals, traditional TVs will completely withdraw from the stage of history, and the comprehensive intelligence of TV terminals will be completed in the next three years. Terminals such as smart TV boxes will connect existing TVs to the Internet. This means that in the future, the main viewing terminal of the video will be multi-screen smart terminals such as smart TVs, smart phones, PADs, and PCs.
Third, from the content point of view, at present more than 80% of Internet video viewing is from TV dramas, movies, animation, variety shows, sports, documentaries, and only variety shows and sports programs mainly come from TV media. This means that the television station’s content advantages will be concentrated on variety content, news content, and sports content, that is, exclusive content that requires “live broadcasting†is competitive. The competitiveness of other programs lies in the investment in program production and the capital for copyright purchases, that is, capital strength. Internet video is an on-demand platform, which means that the television channel is about to disappear.
4. The television media must set up an internet video platform to operate internet video products and do a good job of "a cloud of multiple products." On the platform, it is necessary to build a cloud computing platform for video cloud computing, on-demand video, and live broadcast. On the products, first, mobile APP products must bear the brunt. Secondly, we must do a good job of OTT, do a good job of Internet TV products, video APP products for TV screens, and do not give up PC screens. We also have PC-side WEB products and client products, but it is not the point. Mobile APP and TV APP are the core products that must be done well. In the "video cloud" to ensure the richness of content, self-made exclusive programs + more than 1 billion per year of copyright investment, in the application of three types of terminals to ensure user experience, smooth playback, in line with human-human interaction. Product creation must be a leader, and the television director must be the chief product officer.
5. On the basis of doing a good job of “one cloud and multiple productsâ€, operations replaced broadcast to become the core competitiveness of television media. It mainly includes content operations, user operations, and business operations. The fundamental success of operations lies in user-centricity. When the users of TV new media products, PV, VV volumes, and commercial revenues are scaled up, the transition will be successful.
6. The key to the promotion and operation of the mobile phone APP is the exclusive broadcast of the self-produced content, including exclusive content such as variety arts, sports, and news. Mango TV "I'm a singer" program can be the first to download mango TV mobile phone APP, bringing millions of users. The second is to unify the copyright investment to the content of the pk video website. It is not difficult for Shanghai Wenguang, Hunan Broadcasting and Television and CCTV to invest 2 billion yuan in content every year. The third is the use of WeChat's huge mobile Internet user community, using the TV shake to precipitate users to mobile APP. The premise for the operation and promotion of television stations is that the user experience of mobile video APP products must be reliable.
7. The key to OTT's promotion and operation is, first of all, certainly not an operator's channel. Whether it is a telecom operator or a broadcasting and TV operator, cooperation with operators is a short-sighted behavior that eager for quick success. Internet video was blocked by the policy outside the large-screen TV. The TV media also did not want to destroy the Great Wall. TV APP's promotion channels are online and offline channels. The so-called license fees can be exempted. Instead, they should consider subsidizing terminals. In addition, the operation of the OTT must be a top-level project. The TV station chief must personally handle it and rely on a weak specialized agency to operate it.
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