On the evening of August 13th, Li Ruigang’s micro whale television debuted in Shanghai. Li Shu wore a black T-shirt and jeans, wearing a headset and appeared in the image of "Leebs."
This is his first appearance after he completely left SMG. He joked that before all the press conferences, he was a suit and tie, a serious face and sincerity, and even in that era, he also wore a bright split, resembling today's top leader of a country.
But this time, when the team members rushed to ask him, Li Shu, today's conference, what would you wear? I want to understand, I hope to present a "real me, I re-start, ready to explode me."
Objectively, the appearance of "Leebs" is not surprising. Perhaps it is too much attention. Li Ruigang seems to be a little nervous on the stage.
Unlike "Jabbis" "Reebs" who is almost alone to support the audience, "Reebs" only focuses on his own judgment of the Internet TV market, and the details of this TV show are left to the micro. Whale TV CEO Li Huaiyu.
The small whale TV released this time is 55 inches, priced at 3,799 yuan, and the annual fee is 199 yuan, which is lower than the price of similar products on the market. When Li Shu commented on the company, he said, "I am not the first person to eat crabs, but I believe it is the first person who can eat crab meat."
It is the three partners of the micro whale, Yang Guang, Alibaba and Tencent.
1 Central Plains licensee
Contrary to the outside world's conjecture, the micro-whale TV did not choose SMG as its own licensee, but it is an alliance with the central and broad. In an exclusive interview with Entertainment Capital, Li Ruigang specifically responded to this question. "License issue, you say that the complexity is complicated and simple and simple." Li Shu admitted that the Chinese culture had planned Internet TV as early as a year ago, and it was in tune with the CCTV: "The partners have the will and they are willing to shoulder the burden." The responsibility for the licenses can be fulfilled in the relevant areas by completing the policy management requirements. Therefore, we have not sought a second licensee to talk about.â€
2 Ali Yun OS System Tmall
Micro-whale TV, using Ali's Yun OS system, which makes this product into Ali's audio-visual camp. Li Shu and Ali are closely related. The last stroke before leaving SMG was to introduce Ali's investment for SMG's First Finance. The cooperation between the micro-whale TV and Ali will not be YunOS, and the product will be exclusively sold at Tmall.
3 Tencent Investment
The details of the specific cooperation between Microwhale and Tencent have not been disclosed, but Tencent's strategic investment department executives arrived at the scene, indicating that Tencent should have an investment relationship with Microwhales.
After he stepped out of the system, Li Ruigang started "once to set off again" on the micro-whale TV. If he views him in the transformation of China's media, Li Ruigang is undoubtedly one of the most successful "big brothers" in the transformation of the Chinese media industry. one.
Behind him, there are also a group of people who have "stepped out of the system" and "out of the top 500" with him to start a business. This includes:
1. Li Huaiyu: He is the "old partner" who has been following Li Shu for many years. He was the founding general manager of BesTV in 2005. He created China's IPTV industry. After joining the Chinese culture in 2011, he served as chief investment officer and managing director. The trader of "Oriental Dream Factory" and "Dream Center" under the culture.
2. Feng Xincheng: Once he was the chief editor of the new weekly magazine, he is currently the chief content officer of the Chinese Cultural Industry Fund.
3. Wang Wenyi: Head of Software System R&D, formerly responsible for Google TV software R&D;
4. Wang Zhengxian: Head of hardware development, from Skyworth, won the German Red Dot Design Award;
5. Zhang Li: Chief Designer, who served Lenovo, Gionee, Samsung and other brands, and served as the head of Nokia S60 graphics;
6. Zhang Guidong: The person in charge of the product, from BesTV, once participated in the IPTV system and the first batch of OTT set-top boxes.
Interview Li Ruigang: The policy design of Internet TV will always meet the market demand and industry trends.
"The issue of licenses is complicated and complex, and it is simple and simple."
Reporter: Why is the license of the micro-whale TV's license to the central government, not SMG?
Li Ruigang: The Central People’s Government came to us earlier. As a radio station, we have always hoped to develop video and Internet.
At that time, more than a year ago, when we had just begun to explore in this direction, everyone felt that they could cooperate. After that, the senior leaders of the Central Government, including the Taiwan-level departments, have conducted research as a key project that can serve as the development of Taiwan's new media.
With regard to the issue of license plates, you say that the complexity is complicated and simple and simple.
The partner has the will. It is willing to shoulder the responsibility of the license. It can do the relevant policy management requirements. So we didn't find a second licensee to talk about.
Reporter: So, did you plan to start a little whale TV a year ago?
Li Ruigang: In fact, more than four years ago, I discussed this issue with Huai Yu. We hope to have a layout in terms of hardware and products. It was more than a year ago when the project was really started. The team was put in place to carry out product development, funds, licenses and so on.
Reporter: The core business that you once set for Oriental Pearl in November last year was Internet TV. At that time, what kind of thinking did the micro-whale encounter with the Oriental Pearl's business?
Li Ruigang: Regardless of which institution you are in, you must face the trend of the industry and the needs of users. You cannot speak state-owned ones in state-owned organizations and market-related ones in the market.
Internet TV is a trend issue. In the future, there are several Internet TV companies in China that are normal. This market is large enough.
"Internet TV can make China's TV pattern different from the world."
Reporter: The Hollywood Sixth is not doing Internet TV. Why does CMC have to do it?
Li Ruigang: The mainstream cable television in the United States is a paid service. Unlike our cable television, although it also pays, the cost is very limited. The cable TV in the United States is a solid market. The progress of the industry is burdensome. The development of new businesses will not be so fast.
Disney announced last week that ESPN had lost more than 2 million subscribers. The stock price dropped 9% at one stroke. Affected by this, Warner and several other stocks fell. why? Because cable TV is their core source of income, and the cable TV business in the United States is too strong.
China’s cable TV has never fully developed into pay-TV. The national platform is not connected to the internet. It is all regional. Paying services have not grown up. Cable TV has a certain degree of two-way, but user experience is very different from internet television.
Internet TV is a point that can make China's TV landscape different from the world, especially developed markets like the United States.
I used to study in the United States and felt that the U.S. television industry is very developed. However, China may have created a market that is totally different from the U.S. because of the appearance of Internet TV.
I also thought that in the past, in the future, is it not necessary for China to develop as it did in the United States, and to promote the SARFT's policy of making a number of cable television networks in the country? Several provinces will join together and everyone will compete, but with the Internet, the structure is There is no need to go this way.
Reporter: So is Internet TV grabbing users from cable TV?
Li Ruigang: In the short term, it will not be, and the current live broadcast channels of Internet TV are still limited. The live broadcast channel is, to a considerable extent, an important advantage of cable television. Because of the policy management, the two markets will also develop in parallel.
"Do not look too negatively at the national and industrial regulatory policies."
Reporter: How do you look at the future of Internet TV policy?
Li Ruigang: You have to put it in a very long historical period to see, then anything is possible, and policy design must always meet market demands and industry trends.
What is the industry trend? The Internet is changing the transmitter, content producer, and client. What is the user's needs? To the best experience. The combination of these two factors is not only the television industry, including financial and other industries with more stringent controls. When users' needs are placed there, the regulatory agencies' policies are constantly adapting.
Reporter: In the short term, the SARFT's policy is still tightening.
Li Ruigang: I see this issue dialectically. Tightening is the tightening of content. It is not a tightening of products and technologies. More of it is the management of content, especially the amount and orientation of imported content. Some policies have been introduced.
On the one hand, there are specifications on the imported content, and on the other hand, it also brings more possibilities to our original content. This is exactly what you see in the movie industry. We have managed Hollywood movies. There are always quota restrictions, and of course this quota is also magnified. In this process, the quantity and quality of local movies are constantly rising, so it is actually a matter of time.
On this issue, I feel that we should not look too negatively at the national and industrial regulatory policies. Industry supervision itself is a policy need, including national cultural security, the bottom line of policies, etc. There are also some aspects of the industry's painful period, the need to digest overseas things, while leaving room for local things to grow up.
Chinese culture must be "a two-pronged approach" with both investment and industrial platforms
Reporter: What are your ideas for the future of Chinese culture?
Li Ruigang: The future of Chinese culture will be a platform for both investment and industry operations. Although most domestic funds look at financial returns, we are not simply making financial returns. We are more concerned about the relatively large amount of investment like micro whale, but more Platform and ecosystem value items.
After the launch of such a project, the Chinese culture showed a "two wings" layout, with both investment and industrial platforms.
Reporter: Will the future develop toward the direction of Hollywood's Big Six or entertainment empire?
Li Ruigang: People who say “Empire†will feel that your ambition is very big. In fact, you can see our layout in many aspects: content, music, fashion, film and television, finance, sports, and there will be more content in the future. Launched; In the Internet, there will be a very important platform for the layout; online, we have a theme park, live entertainment and so on.
We hope to combine these services. On the one hand, we will continue to produce content IP. On the other hand, there are distribution channels on the Internet. On the one hand, there are online experiences.
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