On December 1st, the "TV New Value" session of the 5th China Internet Audiovisual Conference's Theme Forum — the Internet TV Industry Summit — took place in Chengdu. The event focused on new development ideas and directions for the Internet TV industry. With the theme of “New TV Value,†the forum aimed to explore the exchange of ideas, innovation, and collaborative progress within the sector. Attendees included Luo Jianhui, Vice President of the China Network Audiovisual Program Service Association, as well as representatives from seven licensees and various industry leaders.
The forum was opened by Li Ming, CEO of Future TV, who began with a nostalgic campus ballad titled “On the Ideal Class Composition.†He then discussed industrial development, opportunities, challenges, future expectations, and the responsibilities of the licensees.
[Image: Future TV CEO Li Ming]
The value of video content is being re-evaluated, and its strategic importance in the digital media landscape continues to grow. Over the past two years, Internet TV has attracted significant attention, signaling the start of a golden era. The forum organized by Future TV was one of the most attended events during the conference, reflecting the industry’s evolving dynamics — where audiences, talent, resources, capital, and developers converge.
Internet TV holds a unique advantage through deep operational engagement, enabling it to evolve more rapidly than traditional platforms. The development of cable TV, IPTV, and Internet TV represents a continuous process of empowerment within the audiovisual industry. These sectors are constantly improving user experiences. Through ongoing exploration, Internet TV has identified its distinct value. The simple structure of OTT allows for deeper operations, while the internet’s ecosystem enables broader collaboration, creating a platform where diverse players can thrive.
The ecological value of the Internet TV industry is growing. A clear brand pattern has emerged, involving license providers, content creators, terminal manufacturers, and value-added service providers. Collaboration among these stakeholders has enhanced the industry’s overall value. According to statistics from the China Network Audiovisual Program Service Association, by the end of September 2017, the cumulative coverage of Internet TV reached 255 million units, with 156 million activated, resulting in an activation rate of 61.2%. One machine covered 181 million units, with 1.15 billion terminals activated, achieving an activation rate of 63.5%. OTT set-top boxes covered 74 million units, with 41 million activated, at a 54.4% activation rate.
Li Ming emphasized that the Internet TV market is vast. By 2019, the OTT advertising market is expected to reach 10 billion yuan, and user audiovisual payments could reach 18.79 billion yuan. In the future, Internet TV will expand into various application scenarios, including entertainment, social networking, communication, security, gaming, education, and shopping, becoming a new platform and key entrance for audiovisual services.
As the industry grows, so do the social responsibilities of participants. With expanding user bases and increasing industry growth, there are more opportunities, but also higher expectations for responsible development. Creating a healthy TV environment and ensuring orderly growth have become shared goals across the industry.
Looking ahead, Internet TV is poised for rapid growth. Future TV has established partnerships with nearly 300 terminal brands, reaching over 66 million households and more than 120 million users globally. However, challenges remain both at the macro and micro levels. At the individual level, personalized services must be improved, and user choice anxiety caused by mass content needs to be addressed. On a broader scale, the industry's business model lacks depth, which could hinder long-term development.
Despite these challenges, Li Ming stressed the importance of embracing change and focusing on the value of the industry rather than just its flaws. He called for introspection and a better understanding of the times, emphasizing that new forms of service should be welcomed rather than criticized.
In the future, Internet TV will serve as the entry point for family information. Li Ming illustrated this with a square dance product developed by Future TV, targeting the 100 million square dancers nationwide. Imagine Aunt Zhang, a community leader, using the TV to access dance tutorials, purchase products, and even participate in national competitions — all through the Internet TV platform.
Opportunities lie in three key areas: first, the value of live broadcasting; second, the restructuring of industry associations and interests; and third, the development of a strong industry platform and ecosystem. With the support of regulatory bodies, the industry aims to build a public service platform that fosters user habits and creates a vibrant market.
In conclusion, Future TV, as the first licensee, remains committed to driving standardization, health, and order in the Internet TV industry, working closely with partners to shape its future.
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