Today's TV industry presents a trend of “hundred flowers blossomâ€: there are 4K TVs, 3D TVs, and cross-border products such as shopping TV, game TV, and social TV. Different companies have different points of implementation, reflecting the changes behind this phenomenon. What is the future development model for television? The media reporter interviewed Mr. Luo Qingqi, a senior director of Pare Consultancy.
"Going TV" becomes the biggest change in the industry
Media: Since 2014, TV companies have seen some new changes in their direction of development. New concepts such as game television, shopping television, etc. have been emerging. How do we view this phenomenon?
Luo Qingqi: Behind this phenomenon, it reflects the great changes in the entire industry. TV is undergoing the biggest change since its birth in 1924: TV itself is “going to television programâ€. Previously, television was mainly a tool for broadcasting programs. It was an important “window†for people to obtain information and daily entertainment. At this stage, continuing to provide users with a variety of programs is the biggest topic for TV stations and TV companies.
Into the Internet era, user needs have undergone earth-shaking changes. Along with changes in user needs, the functional properties of television products have diversified. People not only hope to obtain rich and varied television programs from television, but also eager to transform them into episodes. Entertainment, games, shopping and other content as one of the family life wisdom "communication" terminal. At this time, the attributes of television as a content playback terminal are continuously weakened, replaced by the integrated attributes of social networking, shopping, and entertainment, and the TV industry is undergoing a “de-TV†transformation.
At this stage, the relationship between people and television has been reshaped. When television exists only as a broadcast program for television programs, the user is more likely to "watch TV" and it is silent with the television. After TVTV, TV products carry more attractive content and interact with users more frequently, becoming a part of people's daily entertainment.
TV turns from playing "programs" to playing "commodities"
Media: When some companies are producing concept products, Haier has joined forces with Ali to launch a smart TV with shopping function. The introduction of this product has been interpreted by the industry as an innovative product that subverts the industry. Do you think it's Where is subversive?
Luo Qingqi: The smart shopping TV launched by Haier and Ali is a small step in the strategic cooperation between the two parties. It is also a major step in promoting the development of the TV industry. I personally believe that this product is an effective exploration of the “TV Going†model. The birth of shopping smart TVs indicates that the TV attributes have achieved a qualitative change, from playing “programs†to playing “commodities†and achieving the second definition of television.
Unlike TV shopping, Haier Ali Shopping TV has achieved effective "grafting" of TV and shopping models. With the rapid development of the Internet and mobile Internet, more and more people are not “shopping†but “shopping,†and the “communication†method between people and goods has gradually shifted from offline to online, from the PC side. The migration to the mobile terminal and television has achieved a profound transformation in the form of shopping. Obviously, this change not only changed the mission of TV broadcast programs, but also brought a whole new concept and way of life for users.
From the point of view of life, terminals such as televisions, computers, and mobile phones are delivery vehicles, and information such as shopping, games, and entertainment is content. What users really need is the best matching experience for content, delivery costs, and delivery speed. Which color TV company can achieve the best "grafting" of content and terminals, to provide users with a convenient, accurate and comfortable entertainment audio and video life experience, will be able to grab the dominant industry development of the right to speak.
TV is no longer a product but a platform
Media: At present, the competition in the entire TV industry is very complicated. Color TV manufacturers, Internet companies, or independent operations or cross-border alliances, in order to quickly realize the Internet transition of the TV industry, then what form will the TV future take?
Luo Qingqi: There will be no concept of products in the future TV market, because it will inevitably evolve into a platform that can realize self-optimizing and self-evolving ecosystems based on user needs. In other words, TV in the future will no longer be a closed program broadcast terminal, but an open source resource integration platform that can absorb industrial resources and related content based on user needs.
The Internet era is an era of user emancipation. Users are the key to promoting product innovation and industrial change. In terms of television, in the age of the Internet it must not be limited to the use value of product playback, because users want more than just video playback capabilities. What's more important is an integrated information acquisition terminal. This information includes shopping, socializing, Entertainment, health and other dimensions. Therefore, in the future, TV is certainly not a hardware product to the user, but more like an open "card slot," which can continuously integrate resources according to demand.
When television evolves into a platform system, either the user can autonomously access resources or the company constantly absorbs resources to enter the original television ecological chain according to the needs of users. From this point of view, the emergence of Haier Ali TV can be seen as an effective exploration and attempt for the future development of television. This reflects that TV companies' integration capabilities have surpassed the original screen, chip and other resources, and services Content and so on. From the historical changes in the television industry, we can see that anyone who can get the most resources first can take the lead in the industry.
"Going TV" becomes the biggest change in the industry
Media: Since 2014, TV companies have seen some new changes in their direction of development. New concepts such as game television, shopping television, etc. have been emerging. How do we view this phenomenon?
Luo Qingqi: Behind this phenomenon, it reflects the great changes in the entire industry. TV is undergoing the biggest change since its birth in 1924: TV itself is “going to television programâ€. Previously, television was mainly a tool for broadcasting programs. It was an important “window†for people to obtain information and daily entertainment. At this stage, continuing to provide users with a variety of programs is the biggest topic for TV stations and TV companies.
Into the Internet era, user needs have undergone earth-shaking changes. Along with changes in user needs, the functional properties of television products have diversified. People not only hope to obtain rich and varied television programs from television, but also eager to transform them into episodes. Entertainment, games, shopping and other content as one of the family life wisdom "communication" terminal. At this time, the attributes of television as a content playback terminal are continuously weakened, replaced by the integrated attributes of social networking, shopping, and entertainment, and the TV industry is undergoing a “de-TV†transformation.
At this stage, the relationship between people and television has been reshaped. When television exists only as a broadcast program for television programs, the user is more likely to "watch TV" and it is silent with the television. After TVTV, TV products carry more attractive content and interact with users more frequently, becoming a part of people's daily entertainment.
TV turns from playing "programs" to playing "commodities"
Media: When some companies are producing concept products, Haier has joined forces with Ali to launch a smart TV with shopping function. The introduction of this product has been interpreted by the industry as an innovative product that subverts the industry. Do you think it's Where is subversive?
Luo Qingqi: The smart shopping TV launched by Haier and Ali is a small step in the strategic cooperation between the two parties. It is also a major step in promoting the development of the TV industry. I personally believe that this product is an effective exploration of the “TV Going†model. The birth of shopping smart TVs indicates that the TV attributes have achieved a qualitative change, from playing “programs†to playing “commodities†and achieving the second definition of television.
Unlike TV shopping, Haier Ali Shopping TV has achieved effective "grafting" of TV and shopping models. With the rapid development of the Internet and mobile Internet, more and more people are not “shopping†but “shopping,†and the “communication†method between people and goods has gradually shifted from offline to online, from the PC side. The migration to the mobile terminal and television has achieved a profound transformation in the form of shopping. Obviously, this change not only changed the mission of TV broadcast programs, but also brought a whole new concept and way of life for users.
From the point of view of life, terminals such as televisions, computers, and mobile phones are delivery vehicles, and information such as shopping, games, and entertainment is content. What users really need is the best matching experience for content, delivery costs, and delivery speed. Which color TV company can achieve the best "grafting" of content and terminals, to provide users with a convenient, accurate and comfortable entertainment audio and video life experience, will be able to grab the dominant industry development of the right to speak.
TV is no longer a product but a platform
Media: At present, the competition in the entire TV industry is very complicated. Color TV manufacturers, Internet companies, or independent operations or cross-border alliances, in order to quickly realize the Internet transition of the TV industry, then what form will the TV future take?
Luo Qingqi: There will be no concept of products in the future TV market, because it will inevitably evolve into a platform that can realize self-optimizing and self-evolving ecosystems based on user needs. In other words, TV in the future will no longer be a closed program broadcast terminal, but an open source resource integration platform that can absorb industrial resources and related content based on user needs.
The Internet era is an era of user emancipation. Users are the key to promoting product innovation and industrial change. In terms of television, in the age of the Internet it must not be limited to the use value of product playback, because users want more than just video playback capabilities. What's more important is an integrated information acquisition terminal. This information includes shopping, socializing, Entertainment, health and other dimensions. Therefore, in the future, TV is certainly not a hardware product to the user, but more like an open "card slot," which can continuously integrate resources according to demand.
When television evolves into a platform system, either the user can autonomously access resources or the company constantly absorbs resources to enter the original television ecological chain according to the needs of users. From this point of view, the emergence of Haier Ali TV can be seen as an effective exploration and attempt for the future development of television. This reflects that TV companies' integration capabilities have surpassed the original screen, chip and other resources, and services Content and so on. From the historical changes in the television industry, we can see that anyone who can get the most resources first can take the lead in the industry.
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