For many TV boxes and companies in the smart TV industry, the 181 document is like a shadow floating on the head. It means that the growth method that was full of vitality but brutal and disorderly in the past few years had to turn into the system. The track is up. As one of the most controversial documents issued by the State Administration of Radio, Film and Television in recent years, the regulation has been running for three years. Recently, it was reported that the State Administration of Radio, Film and Television further reaffirmed the relevant provisions of the document. This has caused several companies in the industry to rejoice in several cases. Will the policy have a major impact on the company? Where will the next step of Internet TV go?
Regulatory
A few days ago, some media broke out. The State Administration of Radio, Film and Television issued an urgent notice to seven licensees, asking all Internet TV companies to conduct self-correction and rectification of violations. It is understood that the above-mentioned violations mainly refer to the following four points: in the models released after the beginning of 2015, the application can still be installed by the USB port; there are still browsers with Internet access in the system; through the application store or Other means to push the application of the aggregation application, the video website client, the radio application software; push the remote control application that can play the video indirectly through the mobile phone through the application store or other means.
As soon as this news came out, it was like throwing a deep-water bomb into the TV box and smart TV market. The industry believes that a new round of reorganization will begin.
However, the "China Business News" reporter called the relevant enterprises, such as Internet TV license merchants and the number of the company (now renamed the Oriental Pearl), both parties said that they have not received the relevant notice, and the Internet TV manufacturer LeTV also said that the relevant agencies did not notify the self-examination activity. However, the CEO of Yimuwei Culture Communication and the leader of the Digital Culture Working Group of the Interactive Media Industry Alliance of the Ministry of Industry and Information Technology confirmed to the reporter that this document is indeed available.
The authenticity of the message is confusing. However, the seemingly ethereal market rumors often indicate.
Xu Feng, vice president and director of Oriental Pearl, told reporters that he learned from relevant information channels and people that the General Administration did issue relevant notices, but the specific documents should still be drafted. He believes that as for the reorganization incident, since the above four points are all from the previously issued Document No. 181, they are more inclined to reiterate and more severe warnings.
In 2011, when the Internet TV industry was just emerging, the State Administration of Radio, Film and Television issued Document No. 181. According to the provisions of the document, the contents provided by TV boxes, smart TVs and other products must be in the seven state-owned broadcasting and television companies such as CNTV, Huashu, Shanghai Wenguang (Oriental Pearl), Southern Media, Hunan TV, China Radio International and China People’s Radio. It is presented on the integrated broadcast control platform of the licensee and is subject to the supervision of the above institutions. At the same time, Internet TV products must not have other channels for accessing the Internet.
Xu Feng believes that at this time, the relevant regulations are again emphasized. This is a further continuation of the action of the State Administration of Radio, Film and Television in mid-June this year on the “Administrative Measures for the Broadcasting of Audiovisual Programs on the Internet and Other Information Networks (Revised Draft for Soliciting Opinions)â€. "The media not only has industrial functions, but also has the function of ideology communication. As an ideology management, the regulatory trend of policies will surely continue to strengthen. The SAR's consistent regulatory logic is that Internet TV as a broadcasting platform for emerging media must be owned by the state. The SARFT is in control, and the object of this rectification is the illegal Internet TV participants, especially for some companies that are suspected of 'rental' licenses."
According to him, although according to the regulations of the State Administration of Radio, Film and Television, all content of Internet TV needs to be connected to seven licensees, and the product interface needs to use the UI interface of the licensee to ensure that the state-owned licensees can quickly ban the content in the event of violations. However, there are currently the following violations: First, some manufacturers want to do Internet TV broadcast control platforms themselves, but there is no content license. Second, some manufacturers and licensees set up joint ventures, hoping to "acquire" licenses, but in fact they did not really dock the licensee's platform, and the product interface is still their own. Third, the broadcast control interface is used nominally, but the content that is actually played is self-accepted, and the licensee cannot control it. "Now everyone wants to be an Internet TV platform. Some manufacturers name the license party in name. In fact, they control the platform and let the licensee become a content provider. However, it has become a platform. However, some licensees have The license fee is still charged, and the manufacturer is willing to pay a 'purchase fee' in disguise. According to Document No. 181, this is what the SARFT cannot tolerate."
Dispute 181
If the 181 document has the biggest profit side, then there is no doubt that it is a state-owned licensee enterprise. Wu Chunyong, an expert in the broadcasting industry, believes that Document No. 181 has made the content centralized broadcast control platform a key hub and a necessary bridge in the Internet TV industry, strengthening its dominant position in the industry. Before the release of the document, the manufacturers on the market bypassed the licensees, and some companies illegally developed content broadcast control platforms, manufactured set-top boxes, and then sold them to consumers.
However, in spite of this, the true attitude towards the regulatory licensees is actually quite "not yin and yang". Some people in the industry told reporters: "On the one hand, licensees hope that the general management will provide them with a special market position that can provide them with living space. On the other hand, if the management is too strict, everyone will take the road of the cottage. Or withdraw from the industry, after all, this industry is not big. Therefore, on the one hand, the licensees firmly support the General Administration, on the other hand, they also “discharge the waterâ€. Because they don’t let go, they don’t let others, and the hardware manufacturers look for cooperation.â€
The above-mentioned people believe that compared with private Internet companies, state-owned licensees are more difficult to manage. "Different from private enterprises, enterprises within the system have corresponding powers. The power and power are the ratio. So many things will be quiet later. There are many things in the broadcasting industry."
In fact, it is also because of the above reasons that the document No. 181, which has been released for more than three years, appears to be “not warm†in implementation. It was only in a restatement made by the State Administration of Radio, Film and Television in 2014 that it really showed an “iron fist†means. . Affected by the rectification of the year, Internet companies such as Xiaomi and LeTV had previously experienced “free growthâ€, self-built platforms, and innovative models. Since then, it has gradually turned to the situation of cooperation with licensees. Taking music as an example, the company is currently working with China Radio International to rectify Internet TV terminals.
Some people worry that the Internet TV industry is just getting started. However, due to the difficulty in rapid development of content, the significance of smart TV will degenerate into a screen for a long time, and the audience will return to the more content-rich video websites, lacking the demand and motivation to promote the development of Internet TV. .
“It’s definitely not a good thing to stand on the user’s point of view. Many applications are banned. For companies like Xiaomi and LeTV, it may delay the speed of innovation. Currently, many Internet companies develop screen projectors and TV assistants. According to the regulations, it is illegal. However, from a normative point of view, the functional management department needs to regulate the market and industry, and use policies to avoid possible risks. This is a trade-off problem.†Wu Chunyong told reporters.
The views of the internal enterprises of the broadcasting and TV industry are also different. "Internet TV belongs to a special industry. China has special regulatory considerations for media industry supervision. Athletes must abide by the rules and should not be fouled first. Only if they do not commit a foul, they may be convinced that there are problems with policies and rules. If not, Policies and rules have lost their authority." Xu Feng said.
The road ahead is difficult?
Policy No. 181 makes the future of TV boxes and Internet TVs seem uncertain. In addition to innovative Internet companies, it is also affected by the nerves of many traditional home appliance companies. In recent years, the profits of home appliance manufacturing industry have become increasingly thinner. In particular, traditional TV manufacturers have turned their attention to the popularity of smart TVs. They hope to gain new profit prospects by relying on smart TV value-added services in the future. And increasingly strict regulations seem to have poured cold water on home appliance companies. However, the industry believes that the situation may not be so pessimistic.
"In fact, the space of TV boxes and smart TVs is still quite large. From the perspective of user application habits, users are still mainly watching video programs, not other applications. The rectification restrictions are video aggregation applications, such as some The user could not watch the overseas station. It is now possible to install the box. This is not allowed. However, this part of the demand is still rare in the actual viewing of Chinese users. The vast majority of the population still watches domestic TV dramas. Most of the users watched the domestic TV series, not the content that was banned by the General Administration. This part of the content is now oversupply, so there is still room." Bao Yi said in an interview.
The attitude of some companies is also relatively optimistic. In the reply to the reporter, LeTV said, "The monitoring in the Internet field is mainly to clean up the non-standard operators. The short-term market fluctuations are inevitable, and it is a long-term positive for the standard operating companies. For LeTV, specifically, the content payment model will not Change, but the link will join the cooperation with the licensee, the supervision will crack down on the aggregate search and pirated content, LeTV's copyright content will gain more benefits; from the platform point of view, will continue to cooperate with the license partner, from the terminal In view, if you comply with the law, you can continue to sell, and the application layer will not be affected."
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