The State Administration of Radio, Film and Television released TVOS 2.0. Recently, a friend who has paid more attention to smart TV has expressed doubts. They have asked whether the path to realizing the hardware manufacturer/Internet company has been blocked by radio and television. Is it still the broadcasting and television market of the broadcasting industry?
In fact, this issue is not new. A few months ago, Radio and TV had said that it would promote the TVOS system in its carrier system, causing a great concern in the market. We made a certain interpretation at that time and we will now answer this question again, hoping to bring us some reference.
Our view is that, in general, the incident has a neutral impact on the Internet TV industry; on the one hand, TVOS is difficult to promote on a large scale, especially in the field of the whole machine. On the other hand, considering the scope of SARFT's own jurisdiction and Operational capabilities, even if the underlying OS is unified (essentially impossible), the operating rights are still in the hands of the vendors themselves, and content can still be distributed through the Launcher interface. The core purpose of TVOS is still to control and audit TV content.
Background of the event: SARFT began planning in 2011. In March 2012, 17 organizations (including Skyworth and Hisense), including scientific research institutes, equipment developers, and network operators, established the NGB TVOS cooperative development team to carry out R&D of NGB TVOS. In July 2013, the prototype system of the 1.0 version was implemented. In June 2014, two operators, Jiangsu Cable and Shanghai Dongfang Cable, were piloted, and each of them piloted and promoted 500,000 sets. In the second half of the year, SARFT issued a notice and decided to expand the pilot range of TVOS smart TV operating systems among cable operators. In December 2015, TVOS2.0 system was introduced.
In general, this notice is based on the background of Document No. 181. With regard to the extension of pre-regulatory work, SVA hopes to further strengthen the control and control of television content. For operators under their own system, it is more important to ensure security from the underlying OS.
Does it have an impact on Internet TV manufacturers such as TCL/Skyworth/Hisense/LeTV/Mille? The answer is no. The reason is as follows:
1. The developer of TV standards belongs to the Ministry of Industry and Information Technology, so the factory-installed OS does not theoretically govern the jurisdiction of Broadcasting and Television. Radio and TV can only promote TVOS in its own operator system. Even if this release of the new system brings together the Ministry of Industry and Information Technology, it is still difficult to jointly launch national standards with the Ministry of Industry and Information Technology. This involves multi-interest coordination and will also be encountered in the industry. Great resistance.
2. Core Difficulties: The OS system needs to be adapted to the bottom layer of the chip. The hardware fragmentation feature of the TV system is extremely prominent. The product models and the use of the chips vary greatly from manufacturer to manufacturer. Therefore, the feasibility of promoting the unified OS in the entire machine is extremely low. .
Therefore, with comprehensive policy jurisdiction, difficulty in promotion, and technical impossibility, in the future we are unlikely to see that all TVs have been equipped with TVOS systems. It is very likely that everyone will play different games.
Then step back and say that if you really unify the underlying OS, will it affect the user's right to operate? The answer is neither. It is not important what system is used first. The core is where the user data and operational rights are behind. For example, it stands to reason that all of us are using Android's improved OS, but we do not say that users are in Google's hands. Even if the underlying OS is unified into the TVOS (considering the user experience, it is not possible, and the ease of use and openness are definitely not as good as the Android system), SARFT does not have the ability to operate the users themselves, and the operating right is still in the hands of the manufacturers. . And, through the Launcher interface and its own control, content distribution can still be achieved without affecting the realization.
Does it have an impact on Internet TV box manufacturers such as Skyworth Digital/Millet? The answer is basically not. First, there is no real impact on the sales of set-top box hardware. For the operation part, it needs to be divided into two parts: 1. The simple OTT set-top box is also under the jurisdiction of the Ministry of Industry and Information Technology, and the SARFT will not be able to govern the operating system for the time being. At the same time, the fragmentation of the hardware is also more prominent, and TVOS will not be used. 2. DVB+OTT type set-top box that cooperates with broadcasting and television, because the role of the box company under this model is to assist the operation and the agreement is divided into, the radio and television itself requires strong control over the user, and it does not matter which kind of OS is preinstalled.
Although the TVOS system may affect the richness and user experience of the platform content, user operations are still at an early stage and the overall impact is slight.
Who did that policy affect? We think that it is not conducive to the use of radio and television system to promote the OS to seize the entrance of the manufacturers, the radio and television system is also unspeakable.
Industrial capital and Internet giants place great emphasis on the 200 million inventories of subscribers in the broadcasting and television system. Many companies hope to use the promotion of DVB+OTT business to export their own OS and seize home entrances. A piece of radio and television policy is equivalent to blocking this road. In the future, there are only two ways we can do. We can either provide honest content or share the money, or assist local radio and television companies to build an operating platform and back office system. User data and a portion of operating money.
For radio and television system operators, although the system's unity is conducive to the potential overall operation in the future, the standardization of the platform and content system will be realized, and at the same time, a protection wall will be built again using the policy. However, with the help of administrative orders to convene TVOS systems developed by all parties in the industry, its overall level and future maintenance and upgrades are difficult to guarantee. Abandoning the marketization, the future TVOS is difficult to compete with the Internet ecology in the experience. Users will eventually choose to vote with their feet. The market cake under the broadcasting system can ensure that they are not eroded by OTT and IPTV + OTT, and they still have a long way to go.
Appendix: What channels are there for watching TV? What exactly is DVB\uIPTV\OTT? The popularity of some basic concepts. Cable TV is the so-called DVB mode. At the earliest time, everybody watching TV could only handle cable television services (except for satellite TV in remote areas). It can only watch live broadcasts. TV stations and broadcasters are even a company. Later, with the advancement of Taiwan's network separation, the TV production and broadcast channels were officially split. Due to its long history and policy support, the broadcast and television system has precipitated the largest number of home users in China, reaching more than 240 million. However, the users, data, and content of local radio and television stations are all unresolved and severely fragmented.
Later, with the advancement of triple play, the second channel for watching TV emerged. With the help of a nationwide network of telecommunications, this new form of IPTV emerged and was first promoted by BesTV. Simply put, IPTV is watching TV through broadband at home. It does not require additional cable service. You can watch live broadcasts or watch some on-demand broadcasts. However, due to the fact that IPTV has moved the core interests of radio and television, promotion in certain areas has been hindered and is relatively popular in Shanghai.
Later, the Internet began to infiltrate the living room screen, and the third channel to watch TV appeared, which is commonly known as OTT (over the top). Users can watch TV content through Internet TV/box. As the Internet ecosystem gathers The content giants such as video sites and BAT naturally surpassed their original systems and experienced rapid development. Users began to flee the original cable television system. However, TV screens are one of the important propaganda positions and have a relatively large social influence. Therefore, in order to incorporate Internet TV into the regulatory system, Radio and Television issued the No. 181 document and corresponding regulatory measures. At the same time, in order to provide a time window for the transformation of the radio and television system, Internet TV is not allowed to provide live broadcast services, and Internet TV's integrated broadcast control/content service licenses are also only issued to operators under the broadcast and television system.
In fact, this issue is not new. A few months ago, Radio and TV had said that it would promote the TVOS system in its carrier system, causing a great concern in the market. We made a certain interpretation at that time and we will now answer this question again, hoping to bring us some reference.
Our view is that, in general, the incident has a neutral impact on the Internet TV industry; on the one hand, TVOS is difficult to promote on a large scale, especially in the field of the whole machine. On the other hand, considering the scope of SARFT's own jurisdiction and Operational capabilities, even if the underlying OS is unified (essentially impossible), the operating rights are still in the hands of the vendors themselves, and content can still be distributed through the Launcher interface. The core purpose of TVOS is still to control and audit TV content.
Background of the event: SARFT began planning in 2011. In March 2012, 17 organizations (including Skyworth and Hisense), including scientific research institutes, equipment developers, and network operators, established the NGB TVOS cooperative development team to carry out R&D of NGB TVOS. In July 2013, the prototype system of the 1.0 version was implemented. In June 2014, two operators, Jiangsu Cable and Shanghai Dongfang Cable, were piloted, and each of them piloted and promoted 500,000 sets. In the second half of the year, SARFT issued a notice and decided to expand the pilot range of TVOS smart TV operating systems among cable operators. In December 2015, TVOS2.0 system was introduced.
In general, this notice is based on the background of Document No. 181. With regard to the extension of pre-regulatory work, SVA hopes to further strengthen the control and control of television content. For operators under their own system, it is more important to ensure security from the underlying OS.
Does it have an impact on Internet TV manufacturers such as TCL/Skyworth/Hisense/LeTV/Mille? The answer is no. The reason is as follows:
1. The developer of TV standards belongs to the Ministry of Industry and Information Technology, so the factory-installed OS does not theoretically govern the jurisdiction of Broadcasting and Television. Radio and TV can only promote TVOS in its own operator system. Even if this release of the new system brings together the Ministry of Industry and Information Technology, it is still difficult to jointly launch national standards with the Ministry of Industry and Information Technology. This involves multi-interest coordination and will also be encountered in the industry. Great resistance.
2. Core Difficulties: The OS system needs to be adapted to the bottom layer of the chip. The hardware fragmentation feature of the TV system is extremely prominent. The product models and the use of the chips vary greatly from manufacturer to manufacturer. Therefore, the feasibility of promoting the unified OS in the entire machine is extremely low. .
Therefore, with comprehensive policy jurisdiction, difficulty in promotion, and technical impossibility, in the future we are unlikely to see that all TVs have been equipped with TVOS systems. It is very likely that everyone will play different games.
Then step back and say that if you really unify the underlying OS, will it affect the user's right to operate? The answer is neither. It is not important what system is used first. The core is where the user data and operational rights are behind. For example, it stands to reason that all of us are using Android's improved OS, but we do not say that users are in Google's hands. Even if the underlying OS is unified into the TVOS (considering the user experience, it is not possible, and the ease of use and openness are definitely not as good as the Android system), SARFT does not have the ability to operate the users themselves, and the operating right is still in the hands of the manufacturers. . And, through the Launcher interface and its own control, content distribution can still be achieved without affecting the realization.
Does it have an impact on Internet TV box manufacturers such as Skyworth Digital/Millet? The answer is basically not. First, there is no real impact on the sales of set-top box hardware. For the operation part, it needs to be divided into two parts: 1. The simple OTT set-top box is also under the jurisdiction of the Ministry of Industry and Information Technology, and the SARFT will not be able to govern the operating system for the time being. At the same time, the fragmentation of the hardware is also more prominent, and TVOS will not be used. 2. DVB+OTT type set-top box that cooperates with broadcasting and television, because the role of the box company under this model is to assist the operation and the agreement is divided into, the radio and television itself requires strong control over the user, and it does not matter which kind of OS is preinstalled.
Although the TVOS system may affect the richness and user experience of the platform content, user operations are still at an early stage and the overall impact is slight.
Who did that policy affect? We think that it is not conducive to the use of radio and television system to promote the OS to seize the entrance of the manufacturers, the radio and television system is also unspeakable.
Industrial capital and Internet giants place great emphasis on the 200 million inventories of subscribers in the broadcasting and television system. Many companies hope to use the promotion of DVB+OTT business to export their own OS and seize home entrances. A piece of radio and television policy is equivalent to blocking this road. In the future, there are only two ways we can do. We can either provide honest content or share the money, or assist local radio and television companies to build an operating platform and back office system. User data and a portion of operating money.
For radio and television system operators, although the system's unity is conducive to the potential overall operation in the future, the standardization of the platform and content system will be realized, and at the same time, a protection wall will be built again using the policy. However, with the help of administrative orders to convene TVOS systems developed by all parties in the industry, its overall level and future maintenance and upgrades are difficult to guarantee. Abandoning the marketization, the future TVOS is difficult to compete with the Internet ecology in the experience. Users will eventually choose to vote with their feet. The market cake under the broadcasting system can ensure that they are not eroded by OTT and IPTV + OTT, and they still have a long way to go.
Appendix: What channels are there for watching TV? What exactly is DVB\uIPTV\OTT? The popularity of some basic concepts. Cable TV is the so-called DVB mode. At the earliest time, everybody watching TV could only handle cable television services (except for satellite TV in remote areas). It can only watch live broadcasts. TV stations and broadcasters are even a company. Later, with the advancement of Taiwan's network separation, the TV production and broadcast channels were officially split. Due to its long history and policy support, the broadcast and television system has precipitated the largest number of home users in China, reaching more than 240 million. However, the users, data, and content of local radio and television stations are all unresolved and severely fragmented.
Later, with the advancement of triple play, the second channel for watching TV emerged. With the help of a nationwide network of telecommunications, this new form of IPTV emerged and was first promoted by BesTV. Simply put, IPTV is watching TV through broadband at home. It does not require additional cable service. You can watch live broadcasts or watch some on-demand broadcasts. However, due to the fact that IPTV has moved the core interests of radio and television, promotion in certain areas has been hindered and is relatively popular in Shanghai.
Later, the Internet began to infiltrate the living room screen, and the third channel to watch TV appeared, which is commonly known as OTT (over the top). Users can watch TV content through Internet TV/box. As the Internet ecosystem gathers The content giants such as video sites and BAT naturally surpassed their original systems and experienced rapid development. Users began to flee the original cable television system. However, TV screens are one of the important propaganda positions and have a relatively large social influence. Therefore, in order to incorporate Internet TV into the regulatory system, Radio and Television issued the No. 181 document and corresponding regulatory measures. At the same time, in order to provide a time window for the transformation of the radio and television system, Internet TV is not allowed to provide live broadcast services, and Internet TV's integrated broadcast control/content service licenses are also only issued to operators under the broadcast and television system.