On November 14-15, the 2017 Global Home Internet Conference (GFIC) was held in Shanghai. The conference attracted 500+ companies and 3000+ professional audiences. At the meeting, Yao Juncheng, senior vice president of South New Media, made a speech titled "Do not forget your heart and do your best to build a bright future for a big screen."
Pictured: Yao Juncheng, Senior Vice President of Southern New Media
One, big screen Sheng "View", will soon open
1. The proportion of large-screen TV users has grown rapidly, and the market scale has entered an outbreak period.
In the first half of 2017, OTT users reached 390 million, accounting for 52%. According to the China Internet Market Size Trend released by China Electronic Information Industry Federation, the scale of the PC internet market is slowly developing; the demographic dividend of the mobile internet is over, and the growth is slowing down; the large-screen economy has entered a period of rapid growth, and the overall market size is predicted to exceed 2018. Mobile Internet.
2. Three-screen user split, IPTV and OTT support the overall growth of large-screen users
The essence of tri-screen user diversion is the diversion of people's daily time and scenes. The continuous increase in the liveliness and duration of use of television screens means the return of living room culture and the pursuit of high quality of life. In the large-screen business, the size of cable TV users is basically maintained, and the expansion of users of IPTV and OTT supports the overall growth of large-screen users.
Second, OTT leads the tide and opens a new chapter
1, 2011-2016, from the chaos to the initial setting
From 2007 to 2011, during the growing period of chaos, terminal manufacturers and Internet companies tried the water OTT field one after another and gathered and distributed OTT products to occupy the market.
2011-2015 is in a period of multi-faceted supervision, and Radio and Television has conducted comprehensive control over OTT from the macro, hardware terminals, content and broadcast control.
2016-2017 is in the period of rising market, the OTT market is slowly rising due to the combination of policy stability, product innovation and content optimization.
2018 ~ 2020 will enter the market outbreak period, the rapid expansion of user size, OTT becomes the core of home entertainment, the industry will enter the outbreak phase.
Policy level (three levels): "Macro supervision," "content supervision," and "platform supervision." From 2010 to 2011: Seven radio and television organizations were granted OTT Integrated Broadcasting and Control Licences; October 2011: SARFT's Article 181, “Notice on Issuing Operational Management Requirements for Holding Internet TV Licensing Organizationsâ€; September 2015: Four departments Jointly promulgated Circular No. 229, “Circular on Severely Cracking Down on Illegal and Criminal Activities of Illegal Television Network Receiving Equipment According to Lawâ€; May 2016: Decree No. 6 of the SARFT, “Regulations on the Administration of Audiovisual Program Services for Private Networks and Directed Communicationâ€; July 2016: General Administration of Radio, Film and Television Circular No. 81 “Notice on Doing a Good Job of Internet TV Rectificationâ€; June 2017: “Notice on Further Strengthening the Management of Network Audiovisual Program Creation and Broadcasting†by SARFT.
Market level. From 2011 to 2017, China's Internet TV industry has undergone several ups and downs, its market structure has shifted from the original terminal-first situation to the leading role of license supervision, and in the context of the industry's comprehensive penetration and interconnection, terminal manufacturers, Internet companies, and license operations All parties in the industry chain, including business, content providers, and business providers, are in close cooperation to push Internet TV to the heart of future smart homes.
2. From 2017 to 2020, from a small upsurge to a full-scale outbreak
One of the trend, return to the value of entertainment: In the context of network entertainment, users gradually return to the living room culture. OTT brings users a richer experience through cutting-edge technologies and products such as mass content, 4K/8K picture quality, video games, multiple applications, and artificial intelligence, and further enhances entertainment value.
1) OTT content enrichment, specialization, and high quality
In the first half of 2017, the total amount of OTT online content resources was 54,000. Compared with 2016, the number of new content exceeded 14,000, and 87% of the network's high-quality content resources can be seen on the OTT side. The development of OTT content has benefited from BAT's strategic layout of head content and super IP, and has triggered a healthy competition for content.
2) TV applications boost the return of living room culture, and the video game has great potential
In the first half of 2017, the penetration rate of OTT third-party app stores was about 15%. With the continuous enrichment of TV applications and the popularity of OTT terminals, the living room culture will return to daily life, and TV applications will enter a mature stage.
OTT video games are limited by user habits and hardware devices, and are still based on casual games, card games, and Android mobile games. However, the huge active terminal scale and the ever-improving hardware performance will prompt developers to flood into the value of OTT games.
3) The development of artificial intelligence helps smart home entertainment upgrades
The second half of 2017 artificial intelligence TV three keywords: first, standard. In the hot technology of the Chinese color TV market in 2017, the order of consumer awareness was 38% for artificial intelligence, 22% for OLED, 12% for quantum dots, and 8% for lasers. Artificial intelligence has gradually become the standard for television. Second, voiceprint recognition. Changhong uses I-vector technology to model voiceprints. At the same time, it uses the cloud computing platform to establish a unique voiceprint database for each family member. This enables family members to identify themselves in the home application environment and achieve thousands of faces. Third, the Internet of Things entrance. As the most important scene economy for future family life consumption, various smart home appliances are grabbing the entrance to the Internet of Things. The interactive experience and frequency of artificial intelligence televisions will determine it as the most ideal traffic entrance.
4) 4K, 8K upgrade TV new experience
4K TV has been popular since 3 years ago. In 2016, 85% of 55-inch and above TVs support 4K. Now almost all 55-inch and above TVs support 4K playback.
8K TV is an inevitable trend, and existing manufacturers have first released consumer-grade 8K TVs. Japan has claimed to claim to popularize 8K TV signals by 2020.
In this trend, the global video industry has begun to vigorously develop 4K video, the most representative is the United States Netflix, domestic Youku Tudou and Huawei also launched 4K gardens to create high-quality 4K resources.
The improvement of picture quality is always the core pursuit of TV. In the future, 8K technology will definitely bring the ultimate visual experience to users.
The second trend, returning to business value: The growth of the PC market scale is sluggish, and the mobile market scale will slow down as the demographic dividend disappears, and the big screen economy will be the next commercial value depression. OTT has taken advantage of the shift in the business model to generate user-paid, large-screen advertisements and has demonstrated its scale commercial value.
1) Robust growth in user size has strongly supported commercial realisation
At present, the number of households in China is about 420 million, and the number of smart TVs has reached 150 million, and it is expected to reach 400 million by 2022, which will cover all home users.
2) Multi-screen linkage boosts the scale of large screen paying users
Benefiting from the scale of paying users of PCs and mobile screens and the guidance of multi-screen payment strategies, in 2017, the number of large-screen paying users will reach 10 million, total revenue will be 800 million yuan, and OTT will enter into content payment for the first year. It is expected that by 2020, the user size will be 50 million and the total revenue will be 5 billion yuan.
3) The continued explosive growth of OTT advertising revenue is a powerful complement to traditional TV advertising.
In the first half of 2017, the OTT advertising scale was 1 billion yuan, and the forecasted annual advertising scale will reach 2.5 billion. Compared with 2016, the degree of concentration in the advertising industry has declined and more and more advertisers are pouring in.
After entering the 100 billion mark in 2012, traditional TV commercials have maintained a market size of about 100 billion for five consecutive years. OTT advertising has opened up new forms of advertising on the big screen, effectively supplementing TV ads.
4) OTT non-audio-visual applications begin to exert force and enter the stage of rapid development
Three trends, OTT has led the family Wisdom networking era. The past 10 years have been the rapid development of the Internet for 10 years, and it is also 10 years since the value of the living room was reshaped. Digital, interactive and smart interconnections have redefined television, redefining living room entertainment, and redefining the family-wise networking. The home-intelligent networking will be a new historical era.
As the center of family life and entertainment, TV has experienced a resurgence of commercial value and entertainment value, and the big screen of TV will begin to break out. The evolution of the OTT industry, centered on three major forces, including licensees, Internet companies, and home appliance manufacturers, will lead the future of the family-wide Wi-Fi era.
Third, the exploration and practice of the new media in the South - do not forget the beginning of the heart, do their best, cooperation and win-win
1, SNM platform and capabilities
1) High-quality technical product service: advanced, efficient and powerful
The unified and integrated system platform system can not only support the broadcasting and TV business, but also support other services outside the broadcasting and television network and solve the business of the broadcasting and television Internet +
demand. For a total of five consecutive years, it has invested 120 million yuan to serve ten million users.
2) Integrated broadcast control platform is safe and reliable
SNM Internet TV integrated broadcast control platform has a complete program integration and broadcast system, EPG management system, client management system, billing system, DRM digital copyright protection system. Uniformly provide “connected all parties†The users of “Cloud Audiovisual†products provide unified user access, EPG online services and streaming media broadcast services, effectively fulfill SARFT’s policy and regulatory requirements, and guarantee the pursuit of user growth on a comprehensive and controllable basis. Business continued to develop in an all-round way
3) Safe, reliable and ecological OS system
Based on the TVOS 2.0-based Internet TV SNM OS system, the system can better support 4K ultra-high definition video, multi-screen interactive, TV applications, TV payment, Internet TV and smart home business forms and code transplantation and integration of different chip platforms, etc. .
4) Bringing together quality genuine content resources
SNM is backed by Guangdong Radio and TV's rich resource support and the strong support of its mainstream media. It also introduced Tencent as a strategic shareholder, and also established a cooperative relationship with Internet video companies including Sohu and Minke, and socialized film and TV drama production companies. Hundreds of thousands of hours of selected content, to meet the full range of Internet TV users demand.
5) Product Matrix Platform
Internet TV terminal products (Cloud Internet TV/TV set-top box); Cloud audio-visual content products (Cloud Aurora/Cloud Video MoreTV/Cloud Video Entertainment Hall...).
6) Terminal products equipped with SNM Internet TV integrated broadcast control platform
7) APK product with SNM Internet TV operating platform
8) Six Core Advantages of Cloud Audio-Visual Series APK Products
Focusing on integrated broadcast control operation platform, integrate mature and perfect technology, strong product innovation capability, and build a one-stop operation service platform!
2. Win-win cooperation: SNM open cooperation and win-win model
SNM's new media operation service open platform is widely connected with upstream and downstream resources of the market, and cooperates with excellent terminal manufacturers to bring value to more partners based on the users of the scale.
3, SNM more prospects: integration of production and financial, value creation
1) 4K Industry Alliance. SNM established the 4K Industrial Ecology Alliance of South New Media Company, 4K outlet, big screen charm, and future screen connection.
2) VR, AR, and TV games to promote innovation and application cooperation.
3) The industrial layout, SNM established a new media industry investment fund to help the new media and cultural and entertainment industries.
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