Is "Internet +" a nightmare for TV stations?

Three years ago, under the entanglement of multiple interests including telecommunications, radio and television, and the Internet, "triple play" was rampant and progress was slow. Now that the Internet is under pressure, a leader of the radio and television department in 2014 badly said: "On what basis is radio and television adapting to the Internet, not the Internet adapting to radio and television?" This year, even Prime Minister Li Keqiang has proposed to promote "Internet +," and radio and television have to make some gestures. -- Luo Jianhui, Director of the Network Division of the State Administration of Press, Publication, Radio, Film and Television stated in his speech:

"As the media of broadcasting and television adapting to the development trend of the Internet era, efforts to develop the network to adapt to new media and accelerate the process of promoting integration and development have become the trend of the times."

Hee hee, step back and admit that efforts should be made to develop the network and adapt to the new media. However, given the equal status of both broadcasters and the Internet, it is still the case that Internet+ still maintains its “fusion”. Interestingly, during the Shanghai TV Festival, the State Administration of Press, Publication, Radio, Film and Television released the “Administrative Measures on the Spread of Audiovisual Programs on the Internet and Other Information Networks” (Consultation Draft), which is in line with the “normative” and “supervision” that Luo Jianhui emphasized on the site. Echoing this, it is rather consistent with the attitude of the National Information Office. The tiger sniffs the speech according to the scene of Director Luo Jianhui, finishing the main points as follows:

1. Pay attention to both innovation and order. The General Administration of State issued a notice on strengthening the implementation of video programs through the mobile Internet on the basis of in-depth investigations based on in-depth investigations and studies, and clearly stated that the use of client software to carry out video program services to mobile terminals through the Internet should be followed. Corresponding norms. In the next step, we will fully implement the regulatory requirements for mobile internet video programs, further strengthen the mobile internet video program and strengthen the synchronization of other terminal video program management. Our basic idea is to scientifically manage different products in different formats under the Internet and strive to create a fair and orderly policy environment for media development.

2. New media represented by the Internet have problems that cannot be ignored. Individual Internet organizations have the problem that “the awareness of social responsibility is not strong and content is vulgar.” The chiefs of Taiwan’s companies must “make appearances in the construction of new media, play an exemplary role, and live up to the demands of the Central Government. Social expectations and the trust of the people."

3. The attitude that the broadcasting and TV division should have in developing new media. Media integration includes all aspects of content, technology, business, and market integration. Cross-border development is an important aspect in the development of integration. The television station must not limit itself.

Second, SMG, Hunan Radio and TV: two turned versions

SMG and Hunan Broadcasting & Television are two examples of the transition to new media in local TV stations in China. Their experience is worthy of reference.

1.SMG Wang Jianjun: Radio and television advantages are still in place

At least in terms of restructuring of capital and structure, Shanghai Wenguang has achieved national attention. After summing up SMG Wang Jianjun’s words, what the Shanghai Radio and TV Department did was “understand the advantages and unify the actions”.

Wang Jianjun admits that people in the field of radio and television don’t have much to say about the “Internet Plus,” and they’re not transparent enough. “We don’t want us to put ourselves out in such a boom. We don’t want us to adopt the ostrich policy as if it’s still far from us. We’re not going to die right away. We don’t want us to put ourselves in Sing bad and do nothing."

She summed up the existing advantages of the radio and television department: (1) The radio and television penetration rate is strong. At present, the domestic audience maintains a 64% arrival rate and a viewing time of 164 minutes per capita; 2 Radio and television have the best attention-entry advantages and the highest quality programs at the moment. Such as "I am a singer" and "The Brothers Running" are all from radio and television; 3 Radio & TV has the extensive advantages of content + channel + license + platform + management + operation.

What did SMG do? In summary, SMG made major adjustments in its upstream, downstream and internal structures. Due to space limitations, Tiger Sniffers are not ready to start a large space. One of the highlights is the fact that they have set up an Internet programming center to operate in accordance with the Internet company model to develop high-quality IP resources; the whole Taiwanese group has about 200 Weibo, more than 180 WeChat, and the public number includes many APPs. The product is unified to a brand.

2. Hunan Guangdian Nie Mei: Mango TV is a painful decision

Ouyang Changlin, who was originally scheduled to attend the meeting, was suddenly absent. At the meeting, Nie Mei, deputy director of the board, took the floor. As the only radio and television group that was able to make video industry the last year, there are more points of view that are worthy of attention and may be quite aggressive for most broadcasters. Due to space limitations, it is summarized as follows:

1 Radio and television should be fully Internetized. Protected broadcasting and TV should go from semi-closed circles to cruel reality Internet competition;

2 In addition to the advantages of content production and layout, it should also shift to the funded operation and layout;

3 What mango TV does is: Focus on Internet video using resources, talents and capital advantages, and make up short-term losses in the future;

4 There is no sign of profit in internet video so far, and there will be mergers in the future.

After 5.3 years, the OTT market will recreate the video site's roaming competition four years ago.

Third, race with the Internet, television stations have a show?

According to the degree of enrichment of advantageous resources, radio and television can be divided into three echelons. The first echelon is a radio and television group with both influence and license. The second echelon is a radio and television group with less influence, but has a license. The third echelon is both There is no major influence and there is no license for the Radio and Television Group. With flexible thinking and reliable execution, those leaders who used to be in the radio and television industry in the era of new media and Internet + can still occupy a favorable position. SMG and Hunan Radio and Television are excellent examples.

It must be admitted that the advantages of radio and television mentioned by Wang Jianjun do exist, but the problem is that for television stations that lack competition and lack innovative ideas, the Internet is simply a disaster. These so-called advantages are too weak for them. If Internet companies use money for time to catch up, then in the future, in addition to the current status of the “license” policy, other advantages may be exceeded. The people who are accustomed to watching TV programs through broadcasting channels will become more and more old, and young groups will become the battlegrounds between broadcasting and the Internet. Both parties' predictions on the future of the media, their speed of response and their actions have become the key to the future survival.

And not all places of broadcasting and TV can use these advantages. Some local radio and television companies lie on the policy hotbeds behind the Internet for too long. Whether they can turn around as soon as possible depends on whether they have sufficient financial resources and execution power. It is indeed necessary to make a question mark – although some places Taiwan’s new media transformation has already achieved considerable revenue, but in terms of influence, regionality and penetration are very limited. In this era of the Internet, excellent TV stations are still outstanding. Their accumulated capital is enough to turn to the Internet and fight with private enterprises. TV stations that are already underpowered will continue to be anxious.