CIBN Internet TV Wang Jianping: hardware, content, service three points...

On December 1st, the 5th China Internet Audiovisual Conference Professional Forum "Internet TV Industry Summit Forum: TV New Value" was launched at the Chengdu Century City International Conference Center. CIBN Internet Television Editor Wang Jianping was invited to participate in the forum and delivered a speech "Three Supports for Hardware, Content, and Services to Explore the Future of Big Screen."

CIBN Internet TV Editor Wang Jianping gives a speech

The following is a speech summary:

In 2017, media convergence accelerated, cross-border became the trend of the integration of the Internet and traditional industries; 5G strategy, Internet of things, artificial intelligence and other new technologies broke out, living room economy has become another concern. As an operator of OTT licenses, CIBN Internet TV consciously assumes the responsibility of controlling and controlling, and upholds the principle of openness and cooperation. Over the past few years, it has initially formed an operating model that uses content aggregation, channel aggregation, and terminal aggregation to serve users and create platform values. .

In the face of the future development of TV screens that are undergoing major changes, we believe that the establishment of a stable architecture that further supports hardware, content, and services will be a core goal in enhancing the user experience and satisfying users' needs. We will build an open platform to deepen content and Serve the two major areas and explore the future of the big screen.

Grasp the "soft and hard integration" industry trends and establish new user relationships

In the era of smart Internet, users, terminals, and content have already become several aspects of integrated operations; users create content, and analysis of user behavior through big data is an important basis for content creation, and intelligent terminals are becoming Internet-based services. Important platform. Therefore, the integrated operation of software and hardware has already become the development trend of the Internet industry.

If Jobs does not control hardware and software in one hand, Apple is another Nokia

Apple's creativity comes from a deep understanding of the integrated operation of hardware and software. Jobs once said: "Yesterday's software is likely to become today's hardware, the boundaries between the two are increasingly blurred." Logically speaking, Apple is first an operating system and user interface company, the hardware is only delivered Other creation tools.

Microsoft inherited the concept of Apple and achieved the Surface empire in five years. Lenovo also decided to shift the company's focus from being product-centered to user-centric as early as 2015. Yang Yuanqing believes that hardware alone is not enough, and the future equipment will be the perfect combination of hardware, software, and cloud services.

Grasp the needs of consumer upgrades and establish new user relationships

As the exclusive building and operating agency of CIBN's Internet TV, Guangdong Guangdong began to build its own end products and brands in 2015. In the three years, we have formed our own brand of hardware products. This year, we have also launched a series of new products such as the miniature projection product line and laser television, as well as a versatile remote controller that connects smart living terminals.

We create our own hardware terminal for "two considerations": one is based on the strategic considerations of establishing a smart home full ecological service platform centered on living room Internet audio and video information interactive terminals; the other is based on the development of users, the establishment of new user relationships The practical needs are considered.

Content of CIBN Internet TV generally reaches users through three methods: smart set-top box, download SDK software and Internet smart TV integrated machine. Through the analysis of user data, it is found that the daily number of users who download the software is 5%, and the daily number of users of set-top boxes is 25%, and the daily live number of smart TV integrated machines exceeds 50%.

Therefore, entering the hardware market as a licensee will not only facilitate the implementation of the responsibilities of management and control, but also hope to build an Internet service platform through hardware operations. Through continuous provision of high-quality content and value-added services on this platform, it will increase user stickiness and bring ordinary users Change to related users and establish new user relationships.

The head content drives the market segments to meet the precise needs of “more people and one screen”

CIBN Internet TV is a new media service operator under China Radio International. Based on the differentiated characteristics of the TV screen, CIBN launched its content.

End-user behavior gradually separates, "more people and one screen" and "thousands of people"

In 2017, with the accelerating intelligentization of the living room's large screen, the user's use of mobile terminals, computer PCs, and large-screen TVs is gradually being separated. The privacy of mobile phones, users are more focused on individual behaviors such as social networking, shopping, and payment; computer specialization has increasingly become an operating platform for specific scenarios such as work and games; while smart TV screens are evolving due to the continuous improvement of two-way information interaction service capabilities. It has become a tool to provide film and television entertainment, and to develop a living room information interactive terminal.

Therefore, under the premise of adhering to the correct political direction, the content construction of Internet TV can neither simply replicate the traditional television broadcast model nor the Internet video money-burning model. The combination of the Internet and television has determined that its content must meet the demand for “multiplayer and one screen” scenarios, and it must also take advantage of the characteristics of the Internet's personalized services to meet the personalized needs of thousands of people. The characteristic is that Internet TV expands the content field and the segmentation of the content market brings opportunities.

Global Vision, Professional Quality Positioning, CIBN Internet TV Content Features

In 2016, the Guangdong side proposed a content-building strategy that will drive the segment's content into the market segment. The content of the head satisfies the common needs of family users; at present, we are basically in sync with the industry in terms of information, movies, TV dramas, variety shows, animations, and other five main content through extensive cooperation. This year we focused on creating two headpieces, the TV series "Partner" and a large variety show "Signing Singer."

Both are full of positive energy content on the head. The TV series "Partner" is a theme that reflects young people's entrepreneurship. It is starred by the famous movie star Zhu Yawen and is also the first TV series directed by Zhu Yawen. It is said to be very beautiful and is expected to be launched in early 2018. Members are welcome to criticize and correct. The "signing singer" is a large-scale comprehensive arts season broadcast program jointly created by us and Beijing Satellite TV's first website. It is positioned to "help the growth of freshmen in music, pay tribute to the history of Chinese music in the past 100 years" and is unique in many musical variety shows.

In fact, we build the head content and pay more attention to the leading role of the headline content to the segmented market. Since last year, we have launched the construction of special contents such as International News, Oriental Theatre, Oriental Art Academy, Life Video Short Incubation Platform, CIBN Broadcast (Music), and CIBN Zen Culture to meet the individual needs of home users. Differentiation advantages are formed; at the same time, online and offline interactions are established, user communities are formed, and content is used as a guide to expand into vertical market segments.

Regardless of whether it is head content or market segmentation, we insist on media attributes in terms of content construction, strengthen social responsibilities and missions, and rely on international communication to position our content characteristics with a global perspective, Chinese culture, and professional quality.

This year, the first-phase project of the “Belt and Road” documentary “All the Belt and Road” media distribution platform will be deployed in 20 countries to promote the exchange and dissemination of national documentaries along the “Belt and Road” initiative. The project has been listed as a national key support culture by the Central Propaganda Department. Industry Directory; This summer we organized a fresh proposal jointly organized by Suzhou Radio and TV and other organizations. The Dongshan Reality Image Conference has solicited documentary proposals around the world to incubate international and high-quality documentary products. This year we also use the first overseas film and TV drama introduction indicator to target non- The lingua franca countries have selected one hundred outstanding art films to allow users to enjoy the world's finest multicultural works and enhance their aesthetic orientation on the CIBN Internet TV screen.

Move the service back home and innovate the big screen business model

As the saying goes: Culture sets the stage and the economy sings. The same is true for Internet TV, where content is set up and services are performed to perform operas. The application of large-screen TV applications is explored to explore diversified business models.

Big screen intelligence accelerates the extension of Internet TV function extension

In fact, today's television sets are very different from those in traditional concepts. Smart TVs, the Internet, big data, interactive screens, and new technologies such as artificial intelligence and the Internet of Things, which are approaching us, continue to enrich and expand television functions, video content appreciation, shopping, consumer payment, interactive communication, etc. Become an important entrance to a smart family.

E-commerce, games, education, automotive, health, etc., CIBN Internet TV initially builds a large-screen application service system

Based on the understanding of the features of the large-screen TVs, "moving services back home" has always been the basic principle for the Guangdong side to operate CIBN Internet TV. Move the mall back home, move the game hall back home, move the classroom back home, move the health service back home, etc. All for the users and all users. As an important part of the content construction, CIBN Internet TV is fully constructed. Screen application service.

Since last year, we have successively established business sections such as e-commerce, games, education, automotive, and health. Each business segment has cooperated with professional organizations with strong offline capabilities and market operations resources and capabilities for all types of households. Men, women, the elderly, children, etc. provide practical services to meet the needs of users to enjoy a convenient and convenient life without leaving home.

For example, our e-commerce business “CIBN Global Buying” fully combines the video advantages of TV shopping and the on-demand advantage of e-commerce shopping. The products are rich, visually vivid, and the service is in place. It has been on the line for a year and a half. This year’s revenue has accounted for our total revenue. 1/5.

Our health business is entrusted by the National Health and Family Planning Commission this year to build a “Healthy China” large-screen business and serve the national strategy for healthy China. The number of medical institutions in the “Doctor Doctors” section currently under construction will exceed 20,000 Provide home users with real health protection services.

Our education business unites the online education service resources of social professional education institutions, from early childhood education, higher education, and vocational education to the popularization of traditional Chinese culture. The service covers all people and tries to pay for knowledge.

There have been doubts about the profitability of Internet TV. After years of exploration by the Guangdong side, in addition to traditional advertising services, membership charging services, and the initial construction of a large screen-end service system, we have opened up an imagination for our innovative big screen-side profit model. space.

From the terminal hardware, featured content, to application services, the Guangdong side has always adhered to the big screen end as the center and the family needs as the radius to plan our business map. In the past few years, through high-quality content aggregators, they have built platforms through hardware sales and implemented benign operations through application services. The three-point support of hardware, content, and service provided the foundation for the sound development of the country's Guangdong Province.