OTT strictly manages six months to reshuffle the licensee's three overturning opportunities...

Six months of strict management, the OTT industry fell into silence compared to previous years. Some people say that this is the worst time; some people say that this is the best time. Do not break out of silence and die in silence. The author believes that this is a good opportunity to reshuffle. Regardless of the licensees or content providers, hardware vendors, this is a good opportunity to come back. Obviously, the leaders of all companies think so. Moreover, everyone has given up the idea of ​​single-player combat or whoever first came to mind. Under the condition of silence, various vertical and horizontal parties are larger and more complex than before. .

Looking at the overturned battle of the 7 largest licensees alone is brilliant. It can be said that apart from iCNTV in the wall, the other six have their own actions. We try to summarize the three keywords: alliance, joint venture, and recruitment .

Alliance - the integration of resources into the key <br> The so-called alliance is relatively simple, is to come together for the common interests, common goals, can be bloody alliance, Taoyuan meaning closely, it can also be vertical and horizontal, toward the Qinshao Chu Loose. It can be said that the OTT field has a lot of alliances before, and it will be more in the future.

Since OTT's supervision, the large-scale alliances in which the licensees have participated or led mainly include: On July 10, BesTV announced the formation of a joint Microsoft, Perfect, Giant, Jiuyou, Lianzhong, Ninetowns, Xindong, New Oriental, Kona and Yiyou. "Family Gaming Industry Alliance"; On July 16th, Huada, Ali, EA, Gameloft, Glu mobile and other manufacturers reached an ecological cooperation and launched a "video+music+game+education" content alliance; on July 29, the Guangdong side ( CIBN and Unity, Huawei, and Youku Tudou initiated the establishment of the "TV Entertainment Alien Alliance" (referred to as the TEA Alliance). NVIDIA, Amlogic, Konka, Kaitian, and LeTV became the first members of the alliance.

Not knowing whether it was intentional or not, the three major leagues were all set up in July. Under the supervision of content, games became the highlight of the three major leagues. As a profitable business model for the Internet and mobile Internet, which has a clear and profitable business model, games are also highly anticipated on TV screens.

Of course, alliances and alliances are also different. The BesTV-led "Home Game Industry Alliance" points to a clear goal. It is even a high-level game based on the Microsoft XBOX ONE hardware. It is also a high-level player in terms of hardware and software prices only; China and Ali dominate the content alliance. The game is a component, which is 1/4 of the content. The software and hardware base is Aliyun OS. For Ali system, in addition to the content and electricity supplier, the share of the game may be changed from 1/4 to 1/8. One egg in multiple baskets; TEA Alliance has the most leading players, reaching four: including licensees (CIBN), Unity (game engine), Huawei (hardware), Youku Tudou (content), complementary features that make it more There is a community of interests, and there is no absolute dominant absolute leader compared to the previous two alliances. It is worth noting that the alliance also has the participation of chip manufacturers and many hardware manufacturers. As a licensee, BesTV, Wah itself has a richer content than the international platform, with BesTV's hardware has a small red, XBOX ONE, Ali Tmall. CIBN has deeper reliance on alliance members in both content and hardware. In summary, the most closely related of the three alliances should be the TEA alliance.

Three or four months after the establishment of the three major leagues, there has been progress in the market. On September 9th, CIBN Youku jointly released the box, CIBN's license + content, and the game reached 24 at the start of the game. The XBOX ONE BNM Edition was launched on September 29th, offering 10 games such as "Leader 5", "Non Winter OL" and "Determined Combat" among the first games, including "No Winter OL" from the Alliance member - Perfect World. . Because the way of digital download has been complained by many users, on the 1st of December, the National Bank's Blu-ray physical version of the game has the same price as the digital version. Microsoft stated that its joint venture with BesTV is researching and developing (Editor's note: Chinese) including more than 70 exciting game titles such as "Halo: Masters Collection", "Fighting School", "Love and Forest". The Lynx Box 2 was launched on the low-profile in late October. In addition to the number of Chinese characters, Lions Gate Pictures was also included in the video. Shopping was a long item, and music, education, etc. were also compatible and collected. In terms of games, there were 10 models. Cloud games, there are 80 kinds of games such as handles, somatosensory, remote control and so on. On November 24th, CIBN convened a meeting of end-users in Shenzhen to launch an inside plan. The content of Youku and the game of Unity are more Huawei's overseas routes, which will continue to maximize the alliance effect.

In addition to the three major alliances in July, there is a new alliance established in the OTT space in the past six months. It is an "Internet television content cooperation alliance" announced by the licensees Southern Media's partners, Ulead Poul, and Sohu in early November. The copyright content that the alliance cooperates with will be all provided to the Guangdong TV and radio network television platform. Friends of the Hollywood movie, children + Sohu's US drama, homemade drama, etc., but also a strong combination of content. Although the game's prospects are beautiful, as of now there are still many problems to be solved in the TV screen, such as experience, operation, etc. At this time, focusing on solving the just-needed video screen of the TV screen is also an idea. After all, although the strength of the fist is greater, it is more likely that the awl centered on one point will break the wall first.

JV - interests tied more Insurance
The alliance is loose and tight, and if it is to become a common interest community of honor and disgrace, the joint venture is obviously a better choice. The

Therefore, from the date of the issuance of the Internet TV license, the joint venture will be accompanied by licensees. CNTV established a joint venture with Tencent and Zhongyu Haoyu to establish Future TV Co., Ltd.; BesTV and Lenovo established a joint venture of “ViewSky Network Technology” to extend the terminal; established “Silver Vision” with UnionPay to open payment channels; The joint venture company, Huadian Vision, extended to the terminal and was funded by Ali, breaking through the scale and payment bottlenecks; CNR established Jiangsu Galaxy Internet TV Co., Ltd. together with Jiangsu TV and iqiyi.com to expand upstream content; Southern Media and Premier Pengle Established Guangdong Nanguang Television Interactive Technology Cable Co., Ltd. to expand its content integration. Only Mango TV and CIBN had not seen a force here before. The

Since 2014, Mango TV and CIBN have exerted efforts in succession. Mango TV is backed by Hunan Satellite TV. There is dual-power support for funds and content in Taiwan. In the “single broadcast”, the scenery is unique and unique, and CIBN, in addition to the aforementioned The proposed TEA alliance is even further on the road to joint ventures - only known today is the Universal Global and Oriental Orienteering that was officially released in early August. The streaming media network learned from insiders about the global kaige and November 24th. Officially released on the day of the Global Golden Harvest four. The

Among them, Universal One is a joint venture between CIBN and Youku Tudou. Oriental Tianmai is a joint venture between CIBN and Tianmu Juyuan. Global Kaige is a joint venture established between CIBN and Thai local operators. Global Jiahe is established by CIBN and Oriental Jiahe. The joint venture company. Youku potatoes represent content, CDN, users, etc. Tianmai Juyuan's main business is collection and processing of TV programs, and another big data visualization platform and dual-screen solutions; Oriental Jiahe has the largest Chinese video content resources in overseas new media channels. Taken together, CIBN has a big game in the next round, both the ambition of the domestic market and the layout of overseas markets. The

In addition, the pace of action is relatively low-key, but it is rather frequent that Yang Guang, August 27, Dr. Peng announced that with the Galaxy Internet TV Co., Ltd.'s tripartite shareholders Yangguang New Media Culture Media (Beijing) Co., Ltd., Jiangsu Yangtze River Media Limited The Responsible Company and Beijing Aiqiyi Technology Co., Ltd. signed a capital increase agreement, and plans to invest 30 million yuan to acquire a 9.09% stake in Galaxy TV as a capital increase. In late October, Iqiyi’s Internet TV Division will be “incorporated” by Galaxy. The business and operating team will be taken over by Galaxy. Igiyi will devote its copyright, CDN resources and technology to Galaxy and fully support the development of Galaxy Internet TV. Dr. Peng has a network, terminal (barley box), iQiYi has content, but also a relatively stable binding. The

There is also a little problem, Xiaomi injected love Fantastic Art, I am afraid that the legendary changes in the millet's license is likely to become a central wide. Tencent also unwillingly announced the establishment of the OTT department. In 2015, it will cooperate with licensees to launch boxes. There is a capital relationship. Will the license plate association be iCNTV?

Although OTT is becoming a giant's game, under the supervision, the binding with licensees is also an inevitable fact. Does capital circulation also contribute to the OTT industry's vitality while forming a stable relationship?



Zhaoan - cottage manufacturers into Xiangxi?
Regardless of alliances or joint ventures, there is a group that does not apply. That is the terminal enterprises that have been defeated in this regulatory trend, especially small and medium-sized enterprises and cottage box manufacturers. Luan An will become the best choice for licensees to quickly spread their users.

On August 6, Mango Internet TV 2014 Business Seminar was held in Shenzhen. Deputy General Manager of Mango Media, Zhang Ruobo, President of Happy Sunshine Interactive Entertainment Media Co., Ltd., Vice President of Happy Sunshine Interactive Entertainment Media Co., Ltd. and Cheng Hongrong, General Manager of Mango Internet Television Division, brings content operation, product planning, business cooperation and marketing team With more than 40 partners to collaborate on the future development of Internet TV.
The
On November 18th, more than 150 partners in the upstream and downstream industries of the China Internet and TV industry chain gathered in Hangzhou and released the latest version of the ZTE Internet TV ZERO. Qiao Xiaoyan, Vice President of Hua Digital Media, released the China Internet Television Eco-Win-win Plan.

On November 24th, CIBN Internet TV held a conference in Shenzhen to launch the "inside all one" program to OTT terminal manufacturers, provide license broadcast control platform + high quality content combination, and help terminal manufacturers to expand the market. A number of CIBN executives attended the conference and nearly a hundred terminal enterprises attended the conference. The

If we say that the number of HuaZhi will continue to follow the path of the upstream and downstream industries, Mango TV and CIBN will have a clearer and more direct goal. They will solicit small and medium box manufacturers, and will therefore open up to their headquarters - In Shenzhen, the strategies are also “inside”, and for those who have previously lacked the user scale, this should be the best choice for the moment. Therefore, the scale of the dispatched team can also be called luxury. The

The solo broadcast of mango itself is already very attractive. At present, Mango TVinside also covers a large number of terminals such as Haimedi, which has increased the market share of Mango TV rapidly. CIBN, which was robbed by Mango TV for the first time, was the first time to speak to the level market and launched three packages to impress these companies. There are various combinations of license + video + games and overseas packages. In other words, after strict domestic regulations, overseas shipments became the lifeblood of these manufacturers. Therefore, CIBN's move is still very lethal. In addition, CIBN also put forward the concept of joint operations, advertising revenue reaping hardware companies, the first batch of partners will be assisted by the CIBN sales. For inside, CIBN is really a fight. The

There is also one, inside strategy, which is iQiyi. After accepting the injection of millet, the industry speculated that Duan Youqiao, Senior Vice President of iQIYI, re-emphasized iqiyi's inside strategy when he was interviewed by the streaming media. In the past few days, they had also thrown olive branches, or they were already in private contact. The

Under the strict control of the OTT market, the surface was calm and the internal struggle was even better than before. After the layout for the first half of this year and the efforts made in the first half of 2015, it is believed that by the middle of 2015, the industrial structure will undergo an overwhelming change, and the original pattern of the three largest four small license holders is also expected to turn over.