Who cut the most painful interpretation of the SARFT's most "rigorous" rectification

While the high-definition internet STBs and Internet smart TVs ushered in the fastest growing market, the SARFT issued the most stringent control measures to date, and the discussions on the SARFT's management and control were overwhelming. So is this management imperative, and what impact will the OTT companies and consumers in the industry chain have on the future, and will it benefit the future development of Internet TV? This is a question that we put in our hearts.

SARFT's most "rigorous" rectification of Internet TVs began with the blockade of TV box video app. The move to close the letter to the Zhejiang Press, Publication, Broadcasting and Television Bureau and the Shanghai Municipal Bureau of Culture, Radio, and Film and Television confirmed the determination of the radio and television rectification. . The entry point is exactly the seven major camera makers recognized by the SARFT. The rectification of Wah Group and Best Practice has really played a role in knocking on the mountain. Genuine licensees have responded quickly, but this is only the beginning.

After the SARFT's actions became more frequent, and discussed with the major stations on how to further regulate the OTT market, it seems that the SAFE has realized that the development speed of the OTT has exceeded the expectation. If there is no regulation, it is likely that there will be uncontrollable situations. Really, at that time, Radio and TV Cable had suffered a fatal blow to the irreversible taste.

Then the most "rigorous" rectification of the knife hit, in the end who is the most painful? Is it a consumer? Is an OTT company?

If you read the news, you will know that the SARFT's control policy is correct, but it is also limited to knowing that the majority of users are more concerned with what is not rectified, but what is the impact. Therefore, today I will dedicate such an analytical article to a wide range of readers. From the SARFT's policy for the analysis of the starting point for the user to carry out a detailed interpretation, in the end will have any use impact? What are the trends in the future OTT market development? Will make a one-by-one answer.

Everything should be mentioned from document 181

The rectification of the SARFT was based on document No. 181. In the “Requirements for the Operation and Management of an Internet TV Licensing Authority,” the SARFT has already regulated the Internet TV industry. The publication of the 181 document also announced the Internet TV set-top box and the Internet. The era of TV irregular development has passed. Although the policy was promulgated, the development from the end of 2011 to the middle of 2014 may not seem satisfactory. This is the most important reason why the SARFT wants to initiate this reorganization.

Excessive pressure from the cottage caused the licensee to deform

From the document, we can find out that the outcome of SARFT's expectation is to control the content and market through several major licensees. For the Internet TV industry, whoever puts me has the absolute initiative. However, when the seven licensees actively cooperated with the hardware companies to launch a genuine broadcast control platform in accordance with SARFT requirements, the challenges from the cottage set-top boxes made them unprepared.

"Piracy" is the exclusive advantage of the cottage set-top box. It is not subject to copyright restrictions and the openness of the Android system itself. This allows the cottage set-top box to lead the use of genuine broadcast control platform products in terms of number of sources and update speed. Consumers are smart. Since cottage set-top boxes are easier to use and cheaper than legitimate products, why should they spend more money on them? Greater market share was annexed by Shanzhai products.

In the face of this phenomenon, licensees cannot, of course, calm down. Therefore, irregular development has emerged. Unauthorized film sources have been introduced into their own genuine broadcast control platform. Although they have won a market for themselves, they also touched SARFT. So in the near future, SARFT first cut its own license plate carrier.

Change the status quo in the future

The contents of non-conformity are completely removed. This is a rectification order issued by the SARFT for licensees. In a short period of time, all licensees have screened their broadcast control platform according to the regulations of the SARFT. This has achieved remarkable results. For the licensees, although some of the pains of the cuts directly affect their own content richness and some of the sales of the hardware manufacturers, they are still acceptable. This is only a painful experience. For licensees, this will help them regain their discourse. Right, it seems to be good for a long time.

Licensee pain index: ★★★☆

The second knife broadcasted live TV broadcasting capabilities. In fact, SARFT has not passed TV broadcast rights to others, and IPTV services have always been in their grasp. However, due to market pressure, many licensees and third-party software companies are implementing IPTV in disguise. business. Almost all consumers had already watched TV as one of the core functions of the OTT set-top box before the rectification. SARFT's knife directly waved to live TV.

It can be said that the knife that plays to the live broadcast of TV really has a lot of impact, and the time is just right. The live TV feature has just recently grown. Although the live broadcast function provided by the third-party software appeared earlier, the unstable signal and fuzzy picture quality did not get consumers' satisfaction. It was the official “pro-son” license provider that consumers were willing to pay for this. The "official" lookback function provided immediately after the budding saw a rapid and sloppy mess, directly to the IPTV business to draw the rules and regulations of future development.

Change the status quo in the future

Radio and TV constrained the IPTV service for a time so that virtually all non-cottage set-top boxes on the market have cancelled the carrying of TV functions. This, of course, should also be attributed to the active cooperation of major licensees, changing the status quo, or satisfying the SARFT, but for consumption. It is not a good news.

From a long-term perspective, this rectification is an absolutely good news for telecommunications IPTV, which makes current IPTV the only new media channel for legally developing television services (including live broadcasts) outside the broadcasting system. Although it is to help IPTV get back its own initiative, but I believe that this is by no means the reassurance of IPTV and radio and television cable service providers, if you can not take this opportunity to develop their own advantages to do business fine, subvert or sooner or later.

Telecom IPTV pain index: ☆

The third knife can be said to be the most straightforward one. Before the commercial video website carried out zone-based cooperation on the form of a program service platform license, it earned a lot of eyeballs and helped licensees attract more users. However, the fact that a large number of resources that do not have broadcasting licenses are widely disseminated on genuine platforms has caused SARFT to be quite concerned and has directly led to a fatal blow.

The SARFT's most "rigorous" rectification of Internet TV can also be seen in the act of blocking the TV box video app. SARFT is extremely dissatisfied with the content provided by third parties. What's more serious is that even more tripartite video-providing websites cooperate with photo-taking partners and are actually competing with licensees. Even if they want to seize the initiative and get back control, SARFT should also block it.

Affected directly are: LeTV, iQIYI, Youku, Sohu, Taijie and other major polymerization software parties, in the subsequent supplementary rectification measures SARFT prohibits these software appear in the HD set-top box, it can be said for the APP side It is a fatal blow.

Change the status quo in the future

After the rectification rules were issued, almost all TV box products had a fixed upgrade of their products. We did not find third-party content service applications such as Youku in the upgraded system. For a video website, the transition to television needs to be repositioned. It can be said that before it returned to liberation, self-produced dramas, micro-movies, etc. were also subject to strict controls. Although some restrictions are imposed on licensees, it is a good sign for them to control their content.

Three-party video providers pain index: ★ ★ ★ ★ ☆

It can be said that the SARFT's management policy did not explicitly open fire to the producers. This is a major rectification of the content. However, it is not a good news for a terminal company that eats content. The improvement of hardware technology is absolutely limited for the viewing experience. After all, few consumers are willing to pay a big price to buy an “empty box”. . Therefore, it is said here that it has been implicated even though it has not yet appeared.

The development path of terminal enterprises is not smooth. The days before they had to rely on hardware specifications have already passed and the hardware profits have gradually declined. Today, they have already transformed towards services. This time the content controls make original hardware terminal manufacturers with low profits. It is even worse. At present, it is understood that many manufacturers' products have seen a small part of their inventory, because the policy affects a lot of users who are about to buy Internet STBs.

The short-term involvement is unavoidable, but it is not too bad news for terminal companies that are doing business in a proper manner. After actively rectifying the content, they can jointly explore new ideas with license providers. However, for the Shanzhai products, it is a catastrophic disaster. The third-party video sources of the straws are completely blocked, making survivors hope to become paralyzed. Once the SARFT issued a document prohibiting all high-definition set-top boxes not equipped with genuine broadcast control platforms from exiting the market, they Maybe it will really launch the stage of history.

Cottage terminal enterprise pain index: ★★★★★

Many users have found that many contents have disappeared overnight, although the policy was issued to purify the entire market and allow users to get better service. However, sudden high-strength strict management is difficult for users to accept in a short time. But complaining about complaining, the tough attitude can't be changed. It may be that the user needs to replace his own copy of the Shanzhai products with the regular regular army.

User pain index: ★★★★☆

Regardless of the angle of standing, we are not satisfied with this management policy or support. The policy is there. For enterprises, in addition to acceptance of policies, they should actively seek for a new position; for users to actively adapt to changes, it is more important to choose products that meet the regulations later.

In general, this regulation is a clear standard for the market. Document 181 may be just a beginning, and it can also be used as a sharp edge for SARFT to hope that the future Internet TV business will maintain its rights in its own hands. From a short-term point of view, such corrective measures will indeed have a clear tragedy in the short-term and will be affected more or less by rectification companies and licensees. A more intuitive effect may come from the user's experience.

From a long-term point of view, this is also an opportunity. If the Shanzhai products are removed from the market, the content and services will be guaranteed in the future, and the functional expansion of the products with quick success and instant benefits will no longer exist. More companies will focus on multi-functional implementation and existing functional improvements, which is undoubtedly very good for long-term development.

Then will the development of the Internet TV business slow down after we have cut down the illegal broadcast control platform, TV viewing function, and illegal episode function? The answer is of course NO! Even if this policy has not been introduced, many manufacturers have already expanded their product capabilities towards smart expansion. Functions such as smart routing, game centers, and education support are currently developing rapidly.

We have reason to believe that the Internet STBs we use in the living room in the future will not only be simple to look at video, but also more likely to become a small control center for smart homes. By then, the emergence of a clean market environment and high quality brand-name products may allow all parties to express their gratitude for the most "rigorous" rectification. We will wait and see in the future.