Actually, not only broadcasting and television, telecom operators in this era of transformation and change, but also reflect the "Internet thinking" more special desire and pursuit, that article to get what to save telecommunications, IT or the Internet also shows us from the side Concerned 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?
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 city approvals for "Internet access business, Internet data transmission value-added services, and domestic IP telephony services", which means that they have obtained the above-mentioned three triple-play services. 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 conducive to broadcasting and television are even the public's intentions. The broadcasting and TV station is actually the victim 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? The author believes 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, taking into account the fact that radio and television stations across the country have encountered the traditional ceiling, but it may take two or three years to realize the real pain. This time, on the one hand, it can tap potentials through marketing, on the one hand, it can eat the old books, and also Can not make your own head hung on someone's belt.
However, after 2 or 3 years, it is not easy to say. Apart from the success of the transition, those network companies that are no matter what the government is, are better given the "branch" by their fraternal units. It's almost impossible to find a competitor in the past. 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
It is better for you to rely on him than on your own. Radio and television have to face difficult ambitions, deepen reforms, have the courage to survive, and have the courage to integrate transformation, to find a breakthrough. This is the most reliable.
The first is the change of institutional mechanisms and the transformation of the official-based ideology. To adapt to the requirements of the age of Internet, to keep up with the times, we must have ground-breaking things (regardless of policies, products, columns, and services).
At the same time, it changed the distribution mechanism of large pot rice on the basis of the original, implemented the incentive-based approach of “according to contribution incomeâ€, changed the original assessment system based on “input-output ratioâ€, and increased the assessment system of “user + trend†dimension; Change the existing bloated hierarchical structure and implement a flat product-centered architecture. The second and third floors will be able to reach the first place; change the existing functionally oriented division of labor system and implement the “end-to-end†oriented division of labor. The system allows the right people to work in the right positions.
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.
Keeping 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 behind the source, does not fake the air, does not play. Through the cloud+end approach, the terminal is relieved, and at the same time, the terminal's capabilities are effectively tapped to improve the ease of use of product and content deployment, and to increase the overall level of integration of original and phenomenon-level columns.
At the same time, it expanded the internet, grid, and other forms of service on the basis of local call centure to achieve seamless coverage, and implemented demand marketization, production intensive, service individuation, equalization of social benefits for social services, and unification of economic benefits. .
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