Network Video: How Can Broadcast and TV Battle BAT?

But behind this excitement, TV stations gradually discovered that they are using content to cultivate a much stronger enemy than themselves. This kind of power is not only due to the fact that video websites are used as broadcast platforms, but also cover a wider range of content than a single TV station. It is also because with the advancement of technology, people's entertainment time is irreversibly transferred to new media. After being pushed to the corner step by step, the radio and television department headed by CNTV, Mango TV, etc., finally intended to formally declare war on the video site and open up a battle between the two modes.

CCTV's CNTV

CCTV's China Network TV Station is a fully-equipped network TV station with its own video production system. This type of TV station is an industry aircraft carrier type. It not only represents CCTV's presence on the Internet, but more importantly demonstrates that CCTV continues to use it. The quality of resources in the network to dominate the ambition. CNTV has already become an official website of CCTV. If this is not the only time that the Brazil World Cup will be broadcast, it may be difficult to suddenly appear in public view. CNTV is also not likely to have major breakthroughs in content resources. It is foreseeable that it will always be behind Big Brother and tepid to "live."

Hunan Radio and Television Mango TV

At the end of April, Hunan Broadcasting and Television announced that Hunan Satellite TV's high-quality programs will no longer be sold externally, and the solo broadcasting rights will be used to vigorously support Mango TV, a video site owned by Mango Media. This means that Mango TV not only needs to be broadcast alone, but also purchases a lot of copyright from other video sites, seeks capital cooperation, and responds to users' complaints about advertisements and fluency. Mango TV Liu Xiaoliang said: 2014 is the first year of the Department of Broadcasting Network video, the trend of online video in the future must be extreme, vertical, we can not do Youku, can not do iQIYI, we only make mango TV, only part of People service.

SMG's popular network

SMG's popular website changed the domain name fushion.com, which had been used for eight years, to fun.tv and began embracing TV stations in all directions. As the second-largest TV media group in China, SMG has not lost Mango TV to traditional entertainment resources. Feng Fannet, editor-in-chief of popular website, said: Although the platform is under SMG, it is open. For some of the weaker content producers, everyone can make up for the short boards by cooperating.

Phoenix TV

Yang Di, general manager of Fenghuangwang Advertising Operations Center, stated that: Phoenix has not positioned itself as a TV station or an alternative television station. We have been constructing the user ecosystem and trying to integrate 80 and 90 into our personal circle. Including food, clothing, shelter, and digging down every ecological circle. From the aspect of constructing ecology, there is a new shift. Mobile TV is a key point because after 90s, TV is not at home. The mobile terminal is his most important screen.

Radio and television video battle video three rivers and lakes sword

1. Content is king

In the past, copyrighted content was available for purchase when it was costly. As a result, video sites have been following the model of the Internet and the channel has been identified as being king. The entrance to the user’s viewing means that traffic and advertising are realized. Successful examples in this area abound, and the existing three overlords of the Internet, BAT (Baidu, Alibaba, and Tencent), are following such a route to continuously reinforce their moats. The announcement of the recall of copyright by Hunan Radio and Television shows that the content of another totally different strategic game is king. "The more intimate you are with the Internet, the more you discover that our original advantages are not what others have. No matter how strong the Internet is, the original content will ultimately determine your channel advantages. The core assets of Hunan Broadcasting and Television are original content, which is based on original content. IP copyright.” Lu Huanbin said that in other words, the single-play strategy was the result of many years of careful thought by Hunan Broadcasting and Television, and it was not what the outside world thought of as “patterns of death.”

2. Integration of content and channels

The popular network owned by SMG's BesTV Holdings is a road where content and channels converge. Join SMG's popular network and obtain the online premiere rights for all TV programs of Dragon TV in 2014. At the same time, it will open up the resources of BesTV and Five Star Sports, and will broadcast major events such as the World Cup, Premier League, and four Grand Slams.

In the future, Popular Online will also invite SMG's producers to exclusively supply content, with experienced TV people leading the program. In terms of specific operations, the popular network is not only a new media part of BesTV, but also a video site with a great deal of autonomy. Most of the executive teams of the popular network are from the Internet, so they can use the genes of technology to solve the problem of user experience. Behind them, they also have BesTV and SMG's outstanding content producers such as Dragon TV and Five Star Sports. The combination of the two backgrounds makes the trend different from Youku, Sohu video, iQiyi and other video websites.

3. Differentiated competition

Phoenix Broadband also fully relies on TV content in content. As an unsuccessful overseas TV media that has sought to land on the mainland for many years, the Internet is a better way to cover it. Unlike other radio and television video websites that retain more traces of television, the content is still divided according to channels and columns. Phoenix Broadband is completely in accordance with the portal site content arrangement, trying to cater to the search habits of the Internet population.

Although the content of Phoenix Broadband has not been re-produced, due to the special nature of its overseas identity and domestic concern, it has the role of mainland television stations even CCTV cannot replace it in news reports and entertainment resources, so Phoenix Broadband has gone from the very beginning. Differentiated competition on the line.

Conclusion: From the perspective of competition, the attack of broadcasting and TV departments can be regarded as a kind of "defensive" strategy to prevent users in front of TVs from shifting to the Internet and mobile phones, and subverting the status of large advertising stations that TV stations have never been able to shake. However, lack of Internet access, lack of BAT diversion, and huge capital investment in copyright procurement, the competition between broadcast and video in the Broadcasting and Television Group may still be long.

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