In 2014, Mango TV, Hwasa, CIBN and others issued red recruitment orders
In 2012-2013, the entire copycat market accounted for 80% of the total OTT box shipments. However, there is no license after all, and SARFT has taken an urgent step to rectify the OTT market.
Under the rectification of the General Administration of Directorate, although the licensed but non-compliant boxes were pulled back for reorganization, the unlicensed boxes were even at risk of delisting, and sales fell overnight.
However, the delisting or delisting of boxes is not due to the market. Therefore, some cottage manufacturers seek cooperation with licensees everywhere during the “rest†period, allowing licensees to assist them in rectification so as to return to the market and acquire users.
In this series of events, the licensees saw new market opportunities, and they also took the initiative to launch a red recruitment order against a series of cottage manufacturers.
In 2014, Mango TV, Hwasa, CIBN and others issued red recruitment orders
After the tightening of the policy of the General Administration of Commerce, Mango TV stood out for the first time for terminal manufacturers and called partners to hold 2014 business seminars in Shenzhen. With the increase of discourse power of licensees on OTT set-top boxes, Mango TV has strengthened cooperation and services with box manufacturers based on the original licensing model.
Following this, Hua Digital Media officially launched the WCDMA Internet TV eco-win-win plan, and joined hands with partners to emphasize the professional division of labor in the industry chain and share value, break the bottleneck of Internet TV revenue, and create a new brand for the Internet TV industry. The number of Chinese models. At the same time, the relevant person in charge of Hua Digital Media stated that he hopes that more partners will join the China Internet TV ecosystem and jointly develop the industrial chain.
On November 24th, CIBN, which has always been relatively low-key, cooperated with Youku and TEA alliance partners to invite nearly 100 OTT terminal manufacturers to join Shenzhen. It officially released the “All inside One†plan of OTT industry chain cooperation. In the alliance of all resources, relying on the advantages of integration to face the market competition, jointly promote the healthy development of the industry, and promote the domestic order OTT market more prosperous and prosperous.
Next, there will be more licensees issuing requisition orders to the cottage, to see who is more attractive!
In 2015, the OTT market will return to normal and begin to prosper
According to the data of the "China Internet (OTT) TV Market Development Status and Forecast Analysis Report (2014 Version)", it is estimated that by the end of 2014, the cumulative market size of China's Internet (OTT) TV set-top box terminal products will reach 40 million units, the Chinese Internet (OTT ) The cumulative market size of television TV terminal products will reach around 60 million units.
The reporter interviewed a number of manufacturers and e-commerce platforms, all said that the current sales volume has not yet reached 60 million units, these are all affected by the policies of the former General Administration of Administration.
However, let’s look at a set of authoritative data and data. According to the global online TV video and video revenue forecast report, U.S. online TV video and video revenue still maintain a strong advantage, but as the pace of the international market closely follows it, it The share of total revenue is expected to decline from 59% in 2010 (US $2.326 billion recorded in 2010 in the United States) to 37% in 2020 (US$15.527 billion in 2020). China’s online TV and video revenues are expected to soar from US$3,700 in 2010 to US$3.033 billion in 2020. China thus ranks third in the world (Japan’s second place).
From these data plus the rapid development of the OTT market in 2013, we can see that OTT boxes have gradually become just what users need, so the market will not shrink.
Industry insiders pointed out that in 2014, the basic rectification of the OTT industry was completed, and the cooperation between the licensees and content parties had basically reached a certain conclusion. All of them had their own terminal partners and the user experience was constantly improving.
At present, boxes that have undergone rectification are gradually returning to the market. In addition, after major licensees have launched red recruitment orders, Shanzhai Box is also seeking the best partners to return to the market. Today, the OTT industry has gradually embarked on the path of healthy development under the rectification of the General Administration of Commerce. Licensing and terminal manufacturers are well-positioned. In 2015, OTT will usher in a new round of outbreaks.
OTT business model remodeling, transition from free to pay
In the past, using a simple so-called Internet free-to-play model, it turned out to be a free business model for traditional pay-per-view videos or OTT-like OTT videos. This is not a suitable business model.
After the General Administration of Statistics has now standardized the development of OTT, the original free model will be disrupted. Under the guidance of the policy, this industry will develop healthily. The industry will respect copyright more and the payment model will gradually come into being.
1, content payment
Content payment is one of the most basic models for OTT going to pay mode. At present, Mango has tried with terminal partners to jointly activate and cultivate users to pay for premium content and explore sustainable OTT video profit models. Zhang Ruobo, president of Hunan Happy Sunshine Interactive Entertainment Media Co., Ltd., made it clear that Mango TV will conduct benign exploration on the payment model in 2015, and will purchase content in large quantities and will not be limited to the content of Hunan Radio and TV.
Beishi Tong, vice president and CTO, also pointed out that the completely free model is not suitable for the continuation and development of an industrial chain value. In the future, the development of the OTT industry chain must embark on the path of content payment, pay-per-click, monthly, annual, and on-demand.
He Weizhao, general manager of product operations at Huada Group’s game base, also said that after the rectification, the entire platform will be re-standardized, and consumers will gradually cultivate the consumption habits of paying for content. Both the licensee and the content can seek good profits. status.
While Huadian Media is also seeking a continuous profit model, it is also actively collaborating with other broadcast control platforms and external content providers to continue to introduce genuine video content. At the same time, the platform side is also gradually trying to cultivate some users' payment habits. After a trial period of about two years or so, it is expected that by the next year, users will gradually develop the habit of paying for content.
2. Advertising is divided into
At present, the OTT industry influence of major licensees has been established, which makes it possible to accurately place ads. What needs to be done next is that the major licensees and their partners establish a healthy and ecologically friendly circle, achieve deep cooperation among terminal manufacturers and platform parties, improve the advertising sharing model, establish a multi-party joint operation mechanism, maximize the advertising value, and benign the industrial chain. development of.
The following is a case study of Digital Media's advertising delivery system:
Huada Media's advertising delivery system enables smart delivery (targeting dozens of dimensions such as terminal brands, machine types, and crowds), which is more accurate and effective than traditional TVs. Advertising is accurate, controllable, and can meet the personalized demands of delivery. ), interactive display (changing two-way interaction from one-way display of traditional television media, nearly 20 kinds of advertising forms, rich and varied forms favored, open-focus ads, EPG homepage advertisements, video patches, etc.), multi-screen integration (and Huada’s PC-end and mobile-end products are deeply integrated and delivered in three dimensions, and multi-screen terminals can be opened up to deliver three-dimensional screens according to the characteristics of each screen; it is also possible to dynamically adjust the delivery strategy in real time) and data monitoring (overall upgrade of terminal products and comprehensive support for data monitoring. , support Nelson network of other authoritative third-party monitoring, standard advertising monitoring system and user analysis exercises, in-depth output data delivery optimization).
How can advertising be realized? Hua Shu made analysis from three aspects:
1 Value research , monitoring with brand advertisers, senior agency companies, authoritative third parties, and researching OTT value to solve the problem of how to sell and sell OTT advertisements;
2 Open channels , the introduction of programmatic purchases into OTT, seamless integration with mainstream DSP, intelligent scheduling and delivery, more convenient and rapid commercial delivery;
3 In terms of formulating standards , based on the data, the advertising price for the Chinese OTT number was formulated, the actual placement was compared with the effect of traditional TV media, and the price of advertising approved by many parties was established.
3, application charges/games, education
At present, the game box/education box has become yet another major direction for manufacturers to hype. In fact, it is simply possible to install software such as games/education in the box and download related content.
Since the beginning of this year, many manufacturers have already developed related content. It is believed that the contents of the entire box will be more abundant next year. But at the same time, OTT will also usher in a new profit model, game/educational resources and other charges.
In 2012-2013, the entire copycat market accounted for 80% of the total OTT box shipments. However, there is no license after all, and SARFT has taken an urgent step to rectify the OTT market.
Under the rectification of the General Administration of Directorate, although the licensed but non-compliant boxes were pulled back for reorganization, the unlicensed boxes were even at risk of delisting, and sales fell overnight.
However, the delisting or delisting of boxes is not due to the market. Therefore, some cottage manufacturers seek cooperation with licensees everywhere during the “rest†period, allowing licensees to assist them in rectification so as to return to the market and acquire users.
In this series of events, the licensees saw new market opportunities, and they also took the initiative to launch a red recruitment order against a series of cottage manufacturers.
In 2014, Mango TV, Hwasa, CIBN and others issued red recruitment orders
After the tightening of the policy of the General Administration of Commerce, Mango TV stood out for the first time for terminal manufacturers and called partners to hold 2014 business seminars in Shenzhen. With the increase of discourse power of licensees on OTT set-top boxes, Mango TV has strengthened cooperation and services with box manufacturers based on the original licensing model.
Following this, Hua Digital Media officially launched the WCDMA Internet TV eco-win-win plan, and joined hands with partners to emphasize the professional division of labor in the industry chain and share value, break the bottleneck of Internet TV revenue, and create a new brand for the Internet TV industry. The number of Chinese models. At the same time, the relevant person in charge of Hua Digital Media stated that he hopes that more partners will join the China Internet TV ecosystem and jointly develop the industrial chain.
On November 24th, CIBN, which has always been relatively low-key, cooperated with Youku and TEA alliance partners to invite nearly 100 OTT terminal manufacturers to join Shenzhen. It officially released the “All inside One†plan of OTT industry chain cooperation. In the alliance of all resources, relying on the advantages of integration to face the market competition, jointly promote the healthy development of the industry, and promote the domestic order OTT market more prosperous and prosperous.
Next, there will be more licensees issuing requisition orders to the cottage, to see who is more attractive!
China Internet TV Terminal Market Scale Unit: 10,000 units
In 2015, the OTT market will return to normal and begin to prosper
According to the data of the "China Internet (OTT) TV Market Development Status and Forecast Analysis Report (2014 Version)", it is estimated that by the end of 2014, the cumulative market size of China's Internet (OTT) TV set-top box terminal products will reach 40 million units, the Chinese Internet (OTT ) The cumulative market size of television TV terminal products will reach around 60 million units.
The reporter interviewed a number of manufacturers and e-commerce platforms, all said that the current sales volume has not yet reached 60 million units, these are all affected by the policies of the former General Administration of Administration.
However, let’s look at a set of authoritative data and data. According to the global online TV video and video revenue forecast report, U.S. online TV video and video revenue still maintain a strong advantage, but as the pace of the international market closely follows it, it The share of total revenue is expected to decline from 59% in 2010 (US $2.326 billion recorded in 2010 in the United States) to 37% in 2020 (US$15.527 billion in 2020). China’s online TV and video revenues are expected to soar from US$3,700 in 2010 to US$3.033 billion in 2020. China thus ranks third in the world (Japan’s second place).
From these data plus the rapid development of the OTT market in 2013, we can see that OTT boxes have gradually become just what users need, so the market will not shrink.
Industry insiders pointed out that in 2014, the basic rectification of the OTT industry was completed, and the cooperation between the licensees and content parties had basically reached a certain conclusion. All of them had their own terminal partners and the user experience was constantly improving.
At present, boxes that have undergone rectification are gradually returning to the market. In addition, after major licensees have launched red recruitment orders, Shanzhai Box is also seeking the best partners to return to the market. Today, the OTT industry has gradually embarked on the path of healthy development under the rectification of the General Administration of Commerce. Licensing and terminal manufacturers are well-positioned. In 2015, OTT will usher in a new round of outbreaks.
Global OTT Video User Trends
In the past, using a simple so-called Internet free-to-play model, it turned out to be a free business model for traditional pay-per-view videos or OTT-like OTT videos. This is not a suitable business model.
After the General Administration of Statistics has now standardized the development of OTT, the original free model will be disrupted. Under the guidance of the policy, this industry will develop healthily. The industry will respect copyright more and the payment model will gradually come into being.
1, content payment
Content payment is one of the most basic models for OTT going to pay mode. At present, Mango has tried with terminal partners to jointly activate and cultivate users to pay for premium content and explore sustainable OTT video profit models. Zhang Ruobo, president of Hunan Happy Sunshine Interactive Entertainment Media Co., Ltd., made it clear that Mango TV will conduct benign exploration on the payment model in 2015, and will purchase content in large quantities and will not be limited to the content of Hunan Radio and TV.
Beishi Tong, vice president and CTO, also pointed out that the completely free model is not suitable for the continuation and development of an industrial chain value. In the future, the development of the OTT industry chain must embark on the path of content payment, pay-per-click, monthly, annual, and on-demand.
He Weizhao, general manager of product operations at Huada Group’s game base, also said that after the rectification, the entire platform will be re-standardized, and consumers will gradually cultivate the consumption habits of paying for content. Both the licensee and the content can seek good profits. status.
While Huadian Media is also seeking a continuous profit model, it is also actively collaborating with other broadcast control platforms and external content providers to continue to introduce genuine video content. At the same time, the platform side is also gradually trying to cultivate some users' payment habits. After a trial period of about two years or so, it is expected that by the next year, users will gradually develop the habit of paying for content.
2. Advertising is divided into
At present, the OTT industry influence of major licensees has been established, which makes it possible to accurately place ads. What needs to be done next is that the major licensees and their partners establish a healthy and ecologically friendly circle, achieve deep cooperation among terminal manufacturers and platform parties, improve the advertising sharing model, establish a multi-party joint operation mechanism, maximize the advertising value, and benign the industrial chain. development of.
The following is a case study of Digital Media's advertising delivery system:
Huada Media's advertising delivery system enables smart delivery (targeting dozens of dimensions such as terminal brands, machine types, and crowds), which is more accurate and effective than traditional TVs. Advertising is accurate, controllable, and can meet the personalized demands of delivery. ), interactive display (changing two-way interaction from one-way display of traditional television media, nearly 20 kinds of advertising forms, rich and varied forms favored, open-focus ads, EPG homepage advertisements, video patches, etc.), multi-screen integration (and Huada’s PC-end and mobile-end products are deeply integrated and delivered in three dimensions, and multi-screen terminals can be opened up to deliver three-dimensional screens according to the characteristics of each screen; it is also possible to dynamically adjust the delivery strategy in real time) and data monitoring (overall upgrade of terminal products and comprehensive support for data monitoring. , support Nelson network of other authoritative third-party monitoring, standard advertising monitoring system and user analysis exercises, in-depth output data delivery optimization).
How can advertising be realized? Hua Shu made analysis from three aspects:
1 Value research , monitoring with brand advertisers, senior agency companies, authoritative third parties, and researching OTT value to solve the problem of how to sell and sell OTT advertisements;
2 Open channels , the introduction of programmatic purchases into OTT, seamless integration with mainstream DSP, intelligent scheduling and delivery, more convenient and rapid commercial delivery;
3 In terms of formulating standards , based on the data, the advertising price for the Chinese OTT number was formulated, the actual placement was compared with the effect of traditional TV media, and the price of advertising approved by many parties was established.
3, application charges/games, education
At present, the game box/education box has become yet another major direction for manufacturers to hype. In fact, it is simply possible to install software such as games/education in the box and download related content.
Since the beginning of this year, many manufacturers have already developed related content. It is believed that the contents of the entire box will be more abundant next year. But at the same time, OTT will also usher in a new profit model, game/educational resources and other charges.
Recommended installation sofa butler Download: http://app.shafa.com/