Internet TV enters the stage of trepidation and must be wary of three misunderstandings

In 2014, an endless stream of products, continuously adjusted policies, and giants that entered the industry, attracted much attention from the Internet TV industry.
The industry generally believes that the Internet TV industry has entered a period of full deterrence and is brewing a new change at this stage. On the advanced path, practitioners also have to be alert to those existing errors.

Misunderstanding 1: Make the Internet bigger

At present, the user's concept of Internet TV is still very vague, as long as the TV can connect to the Internet, watching online video is Internet TV. Previously, due to the lack of a clear definition, some manufacturers have been using the so-called "Internet thinking" to enlarge the "Internet" in the meaning of Internet TV, to make TV smaller, or even to become a display screen.

In response to this situation, the State Administration of Radio, Film, and Television gave a clear interpretation: Internet TV is part of the ownership and form of China's radio and television industry.

Unlike PCs and mobiles, TVs have a strong public nature in the home and show content information to all family members, which requires it to be constrained. In this regard, the Internet television service provider, Peng Yu-Italian, Shao Peng believes that the domestic Internet TV operations, cloud content is bound to have, even in the United States, the TV screen management is also very strict. Because the TV screen serves the entire family, its content needs to be standardized and reasonably operational.

Being able to connect to the Internet is only the most "narrow" interpretation of Internet TV. The basic needs of users for TV are the key points that manufacturers need to break through in the future. Zhang Xiaochun, managing director of Galaxy Internet TV Co., Ltd., said that compared with traditional television, Internet TV cannot be merely a “standard” difference, but should be clear, fluent, friendly, involved, and rich, and can be more traditional than traditional television. The TV service is better.

Misunderstanding 2: Enlarging content to narrow the experience

Recently, Lei Jun took out 1 billion dollars for Xiaomi to exchange video content of Xiaomi TV. "Content" has also become the most frequently mentioned term in the Internet TV industry. At present there is a trend that the reference to Internet TV will first point out: "Is the content rich or massive?"

But when the user really turns on the TV, the situation often encountered is that no matter how massive the video content is, how cool the game content is, once it is opened, it is “descriptive,” and endlessly buffered, loaded, and stuck, and the user experience is large. discount.

Shao Ding said that Internet TV should first send content out, and then talk about the content is still not good, subject to TV hardware constraints, service providers need to use technology to make content transmission faster and more stable. At the same time, it is necessary to integrate content and operational content from the perspective of user experience rather than simply rudely stacking.

In this regard, Netflix executives believe that the superiority of Netflix is ​​not its content itself. Its advantage is that it has an accurate system that can recommend what users really want to see through the system, allowing users to see what they really want to see instead of being “lost” in the ocean of video programming.

Myth 3: Grab the OTT concept and ignore the rules

If we say that in the first half of this year, OTT products were merely pushing television boxes around the big screens of TVs, the OTT products in the second half of the year could be described as flourishing.

Smart routers, home smart gateways, Android game consoles, smart projectors, and screenless TVs are all more or less given TV box functions. Different types of TVs with "smart products" printed on smart homes have come out. The starting point is very similar, evading the supervision of radio and television.

However, with the increased supervision of the government, it is certain that it would be “in vain” to hope to go overthetop through the terminal and bypass all supervision and supervision through a piece of hardware. In this regard, Shao Yiding said that the terminal's manufacturing should not be nicknamed "OTT thinking." As the manufacturer of the terminal, intelligent terminals can be made more humane, friendly, and intelligent, but they should not go beyond the rules.

As the industry expected, after experiencing the exploration, growth and game in 2014, the Internet TV industry has already had a more concrete concept. It is neither a simple TV access to the Internet nor a video content to occupy the TV. Instead of circumventing regulatory variants, it is a new professional video service that meets the needs of living room users in a new industrial structure and industrial environment.

The Internet TV, which has entered a full-fledged period, is brewing a larger-scale outbreak after it has gone out of its misunderstanding. Among these, hardware manufacturers, Internet TV service providers, licensees, and content providers who are striving to maintain a healthy and healthy market will become the main driving force.