In 2014, in addition to the turbulent public opinion, TV commercials began to suffer negative growth, and TV users began to lose money. I am afraid that the biggest change in the industry's fundamentals is the pursuit of radio and television. In other words, whether it is the clear-cut sentiment of the people in the game or whether the outsiders are watching the flowers in the fog, they all put forward the slogan “Saving Radio and TV†straightforwardly.
Actually, not only broadcasting and television, telecom operators in this era of transformation and change, but also reflect the "Internet thinking" a more special desire and pursuit, the crazy article of "What to save telecommunications, IT or the Internet" is also from the side Everyone cares about this topic.
Compared with telecommunications, radio and television are lagging behind in the field of informatization, and the constraints faced by the system and mechanism are more serious. So what is it to save the radio and television?
Rely on the policy to save?
Speaking of policy, we can not rely on the topic of triple play. According to the State Council's three-network integration promotion plan, China's triple play will include the following two phases:
The first stage: From 2010 to 2012, we will focus on piloting two-way entry of broadcasting and television services and explore the formation of a policy system and institutional mechanism to ensure the orderly implementation of the triple play convergence.
Correspondingly, in 2012, the Ministry of Industry and Information Technology issued the first batch of pilot cities on the “Internet access business, Internet data transmission value-added business, domestic IP telephony business†approval, that is to say, to achieve the above-mentioned three triple play business Grant permit.
The second phase: From 2013 to 2015, we will summarize and promote pilot experiences, fully realize the development of triple play, popularize and apply converged services, form a moderately competitive network industry structure, and basically establish clear and coordinated institutional mechanisms and responsibilities for adapting to triple play. Smooth, scientific decision-making and efficient management of new regulatory systems.
At present, triple play is in the second stage. In 2015, it is also the last year in which triple play has a pilot significance. In other words, after 2015, there was no triple play, and if you were broadcasting or telecom, why did you go?
Triple play has been more than five years, but the process is flawed. From the triple play No. 1 text to No. 43 text, No. 181 text, and No. 204 text, SVA telecoms have constantly confronted with each other in terms of policy control, but it is hard to say that they have any substantial effect. It can be said that the original goal of the government can be described as a thousand miles. Broadcasting and Television believes that telecommunications will be too broad for video services, but will not make substantial two-way access to broadband and voice services. Telecom believes that the management of broadcast video services is too dead, but broadband and voice and other policies are not necessary to adjust. Both sides are not happy and believe that the triple play policy is unfavorable to others.
According to sources, the Ministry of Industry and Information Technology is currently urgently issuing relevant business qualifications to the second batch of pilot cities, and SARFT has also quickly issued IPTV transmission service qualifications to telecommunications. In light of the Tri-Network Convergence pilot program, I am afraid it is not that there has been any substantive progress in the tri-network integration, but that all ministries and commissions are coping with inspections.
The "triple play" that could have been the largest policy dividend is not expected. The so-called "181" and "204" texts that are good for radio and television are even more people's intentions. The radio and television are actually the victims of the content review system. , is the culprit of the proliferation of pirates. Taking a step back, even if these policies are to protect radio and television, are policy protections that deviate from large industrial trends and user experiences really good for broadcasting?
The policy, which was previously impossible, is not now, and it is not expected to save radio and television in the future.
Rely on your opponent to save?
The triple play did not save the radio and television, but instead the competitors in the triple play became the object of saving the radio and television. Just as today, rumours of the merger of China Telecom and China Unicom, mergers of mobile phones and radio and television were reported. What is even more embarrassing is that the impact of this rumors on the capital market is unprecedented in the previous rumor, China Unicom's daily limit, radio and television network, Hubei Radio and TV, Tianwei video daily limit, Kyrgyzstan media, e-Media, etc. It is also a big rise, and China Telecom, which is also in the H-shares, is also enjoying a good uptrend.
However, even more severe false news, it is a false rest after all. The rumor of the Ministry of Industry and Information Technology and the relevant person of radio and television also shows this point. In fact, this news was passed many times. Someone who knew a little bit of knowledge knew that this was a false message of absolute å¿½æ‚ . However, the reaction of the capital market and the media also shows from the side that everyone's expectation for the radio and television industry to rely on external forces, relying on the power of radio and television has not been able to solve any problems.
Do you rely on the mobile counterparty (complementary advantages in broadband, dislocation competition in video) to save the radio and television? I think that this is logically reasonable. The disadvantage of mobile is broadband (mainly restricted by the access network). China Unicom and China Telecom both promote IPTV, broadband and operational bundled packages, which pose a severe challenge to China Mobile. The radio and television companies have suppressed IPTV video services and have abundant access network resources. Therefore, from the point of view of the resident network resources, mobile can form effective complementarities with broadcasting and television. For broadcast and television, there is a lack of broadband exports. This happens to be provided by mobile. Through cooperation with mobile, it can increase the development of interactive television services and respond to the competition of telecommunications IPTV, thereby increasing the ARPU of users and increasing revenue.
In the triple play, mobile and broadcasting are really moving closer. The first is China Mobile and CMMB cooperation. After that, there are cases where cable operators and mobile companies cooperate to develop broadband. There are also mobile voice services and radio and television. Of video services and broadband services packaged sales.
But logic is one thing, and whether it happens is one thing again. The operability of this merger and reorganization is also quite complex. It involves the domestic production of the Party, and it involves management issues at the four-tier management level. It also involves issues in the ideological realm. It is so easy. In particular, considering that radio and television throughout the country have encountered the traditional business ceiling, it may take two or three years to fully understand the pain of personal injury. This time, on the one hand, marketing can be used to tap potentials. It is also impossible to hang his head on someone's waistband.
However, after 2 or 3 years, it is not easy to say. Apart from the success of the transition, those network companies that the government no matter how are better siblings to "consume", and the difference is not to look for the old competitors. Do you want to live? And mobile is a good hook.
Therefore, relying on an opponent to save radio and television, at least now is unrealistic, and at best it is mutual support.
Only save yourself
The first is the change of institutional mechanisms, the transformation of the official-based ideology, adapting to the requirements of the Internet era, advancing with the times, having grounded gas (whether policies, products, columns, services) or changing the roots It is the distribution mechanism for big pot rice, implements the incentive-based approach of “according to contribution incomeâ€, changes the existing assessment system based on “input-output ratioâ€, increases the “user + trend†assessment system, and changes the original bloated hierarchy. To implement a flat product-centered architecture, layers 2 and 3 will be able to get to the top; change the existing functionally oriented division of labor system, and implement an “end-to-end†oriented division of labor system to allow the right people Go to the right post to make it work.
The second is to accelerate the transformation of traditional media into emerging media. Even Li Xie has said that in order to promote the integration of traditional media and emerging media, it is necessary to strengthen Internet thinking, insist on the complementarity of traditional media and emerging media, and develop as one. Adhere to advanced technology as a support, content construction as a fundamental, promote traditional media and emerging The media has in-depth integration of content, channels, platforms, operations, management, etc., and strives to create a number of new-type mainstream media with various forms, advanced methods, and competitiveness, and has established several companies with strong strength, communication, credibility, and influence. The new media group has formed a three-dimensional and diverse modern communication system. In other words, focusing on the top-level design, broadcasting and television should use nets, nets, and occupying nets. It is necessary to introduce new technologies, new ideas, new platforms, and new terminals. The innovative approach should be used as a breakthrough point, and accelerating the use of incremental inventory. Inventories, revitalization of stocks, network integration, and cross-border expansion of cross-border scale create a multi-billion media group to grow its own strength and expand its influence.
The third is based on the user experience, to achieve the overall coordinated development of product content, cloud + end and service channels, and to practice excellent internal strength. Keep pace with the Internet's update iterations on products and content. There is a substantial improvement in the control experience, broadcast control experience, and service experience. It is no longer the source behind, does not fake the air, does not play; through the cloud + terminal to lift the terminal æ¡Žæ¢At the same time, effectively tap the terminal's capabilities, improve the ease of use of product and content deployment, improve the overall level of integration of original and phenomenon-level columns, and expand the Internet, grid, and other service forms on the basis of local call centure to achieve seamless integration. To cover the needs of marketization, production intensification, service individuation, and the equalization of social benefits of social services and the unification of economic benefits.
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