2014 Cross-border integration into a theme Internet subverts the traditional TV industry

Should TV stations keep their advantages in content production and distribution, or should they develop Internet services across the board?

Will the next industry disrupted by the Internet be the traditional TV industry?

More and more people in the TV industry realize that the traditional broadcasting and television living space has become increasingly compelling, and there is only one way out, which is to enter the vast Internet market. At present, the real problem facing the TV station is whether the TV station should keep its advantages in content production and distribution, or should it develop the Internet business across the board?

Over the past year, the traditional television industry has relied on popular variety shows to create a frenzy of ratings, such as "Where is Dad", "I am a singer", and "Voice of China", which have created rare viewing frenzy in recent years. However, in the context of nearly 100 similar programs launched by major TV stations in 2013, the birth of a star program is more and more like a "black swan" event with great chance.

Behind the popularity of individual popular programs is the overall decline in TV station yields and advertising revenue. Affected by the Internet and mobile Internet, the user base and business model of traditional TV are being rapidly washed to the foundation. The previous survey data showed that the TV boot rate in Beijing and Shanghai was less than 30% last year, and according to the growth rate forecast, Baidu's advertising revenue in 2013 is likely to exceed CCTV.

The aggressiveness of Internet video sites in content production is also one of the sources of anxiety in the traditional TV industry. Youku Tudou, iQiyi, Sohu Video, etc. have recently announced that they will invest hundreds of millions of yuan in 2014 to produce homemade content, and purchased Tencent, the exclusive network broadcaster of the third season of "China Voices", will build more than 30 files this year. Homemade show.

Affected by this, the enthusiasm and strength of the traditional broadcast media to enter the Internet in recent years are very high, but the effect is not obvious. Like the new media platform, the prospect of the official website of the TV Media Office is not optimistic, including CCTV, International Online, China Moment, and even Golden Eagle and Mango TV.

More and more people in the TV industry realize that the traditional broadcasting and television living space has become increasingly compelling, and there is only one way out, which is to enter the vast Internet market. At present, the real problem facing the TV station is whether the TV station should keep its advantages in content production and distribution, or should it develop the Internet business across the board?

The choice of TV station: grafting Internet genes A person in charge of Shenzhen Radio and Television Group said that the main reason for the difficulty of TV station new media business is that the system mechanism, resource allocation, editing process, technical support and other aspects of the parent are not compatible with new media, which requires TV stations. Jump out of the system and start building a new platform. From broadcasting media to the Internet, Phoenix Satellite TV is relatively the most successful. The reason is that Phoenix New Media's completely independent operation, the parent only provides support for some high-quality content resources.

As far as news content is concerned, traditional TV stations are not able to translate content to the Internet. Chen Zhihua, vice president of Phoenix Network, told Tencent Technology that short and powerful short videos are more suitable for the needs of Internet mobility and fragmentation, which will be the mainstream of future news products. This requires the establishment of a new content editing system different from that of TV stations, including the establishment of professional The UGC Paike team.

However, although the development of the new media business is still stumbling, the TV station's perspective has been extended to more Internet fields, including games, interactive social mobile application development, e-commerce and so on.

According to people familiar with the matter, Hunan Radio and TV is currently discussing cooperation with companies such as Dalian Wanda in the mobile game market. Earlier, Hunan Satellite TV's entertainment program "Where did Dad go" has achieved good results with the same name. Seeing the vast market beyond the traditional TV business.

The official news of Hunan Satellite TV stated that its TV mobile social application Hula users launched in 2012 have also exceeded 10 million. This application allows TV viewers to interact with Hunan Satellite TV's various programs and activities, TV dramas, and user groups can also organize social activities by participating in topics that match their interests. "Wowa" launched by Shanghai Oriental Satellite TV is also a similar application. ).

It is worth noting that the latest version of Hula has added a new game board, and launched self-developed games such as "Hula Adventure" and "Hula Show". In theory, it has also become a publishing platform for mobile games developed by Hunan Satellite TV. Some analysts believe that Hula has begun to transform from a TV interactive application to an entertainment life platform.

E-commerce is another attempt for TV stations to cross borders. Previously, Hunan Satellite TV and Alibaba jointly launched the joint venture company Happy Taobao as an e-commerce "Hi Tao." Hunan TV became more and more happy and became one of the channels for TV promotion of He Tao. However, even with the addition of TV resources and the tilt of various variety shows, the performance is still mediocre.

In addition to Hunan Satellite TV, it is understood that Jiangsu Satellite TV, after reaching a two-year exclusive cooperation agreement with PPTV, is also discussing e-commerce video and video e-commerce models with Suning and PPTV.

Mutual penetration of channels and content In general, for TV stations, when facing the Internet with greater uncertainty, how to continue to ensure their advantage in core competitive content is more important, especially in the separation of production and broadcasting. Under the trend of self-made video websites.

Although the channels and media of traditional TV media are continuously transferred to the Internet and mobile terminals, the content is still firmly controlled by the traditional TV industry. The content of the programs watched by users on various channels is still mainly TV dramas and variety shows from traditional TV stations. Tencent Video, iQiyi and LeTV need to pay a high price to obtain the exclusive broadcast rights of high-quality program resources such as "Good Voice of China" and "Where is Dad".

In an interview with Tencent Technology, Sohu CEO Zhang Chaoyang said that after the separation of production and broadcasting, the current TV series and many other contents have been put on the market, and some content even skipped the TV station and directly played on the video website. The creation of new channels and content no longer depends on traditional channels. Except for variety shows, TV stations can no longer control the content.

The Internet is more open and free, and it also allows traditional TV stations to find a living space that is difficult to accept. The original CCTV's ten sets of famous film criticism column "Tenth Screening Room" was renamed "10th Screening" and then landed on the Internet platform. It was co-produced by Youku Tudou, Bona Pictures and the original "Tenth Screening Room" team.

Yang Lan, a well-known host, said in an interview with Tencent Technology that the network platform is more interactive and open than traditional TV stations. However, TV stations are too constrained and suffer from standards.

However, this trend may really take longer for TV stations to feel threatened.

Iqiyi CEO Gong Yu said that because the current monetization capabilities of video sites and TV stations still have a large gap, independent production companies will prefer to cooperate with TV stations to earn higher share income. In the next three years or so, video sites may have the same negotiation capabilities as TV stations, and the content composition will be a hybrid model provided by third-party independent production companies and their own production teams.

TV station people are more optimistic about their ability to control their content-an unnamed person in charge of Shanghai Oriental TV told Tencent Technology that because TV programs are not streamlined, only TV producers can be used. TV stations It is difficult to have huge creative power and management power by itself, but must rely on social production companies to engage in program operations in a separate mode of production and broadcasting; but in terms of the production and originality of TV programs, TV stations will far exceed Internet platforms for at least ten years.

The views from most TV stations agree that TV and the Internet are not a subversive and confrontational relationship, but a fusion relationship. Only by supporting each other can new business and marketing models be created.

The above-mentioned person in charge of Shanghai Oriental Satellite TV believes that TV stations can no longer stay in the corner, and they need to actively reform and implement Internet. Oriental TV ’s approach is the integration of TV networks tried by SMG and Fengxing. Produce content on multiple screens and bring users a pure Internet perspective. Through the integration of content and product levels between the networks, the integration of brands between the networks is finally achieved.

Chen Wei, deputy director of the Zhejiang Satellite TV Program Center, said that for TV stations, the Internet is actually a new communication channel for content production. The concept of TV ratings will include two parts: TV ratings and Internet ratings-and for video sites In other words, in order not to become a simple channel for TV stations, the struggle for dominance between the two sides is inevitable in the integration of the network.

However, the real transformation of the penetration and transformation of traditional TV to the Internet also lies in product thinking, that is, rethinking the relationship between TV and users and building a new content production process. The challenge of this transformation is far greater than the integration of form.

The range of switch models comply with UL 61058-1 and CAN/CSA-22.2 No61058-1-05,for the United States and Canada.This series items are all high quality,and sale good.Many colors can be met.Especially,model KR2-11has high ampere,used wildly in the industrial area. 

One of them,item KR2-11-201D is our hot sale item:

rocker switch

UL Approved Switch

UL Approved Switch,New UL Approved Switch,UL Approved Micro Switch

Ningbo Kara Electronic Co.,Ltd. , https://www.kara-switch.com