Reflections and Insights Rely on Administrative Measures to Block IPTV/OTT

Gehua Cable Deputy General Manager Luo Xiaobu

On March 3rd, Luo Xiaobu, deputy general manager of Gehua Cable, said that no one set up so many thresholds for radio and television to stop IPTV/OTT's long drive. IPTV and OTT have no room for development in Beijing. Gehua Cable does not rely on administrative measures to set a threshold, but rather uses good services to retain users. Luo Xiaobu said that using administrative measures to set the threshold is the most unpromising act.

1. The radio and television network must keep in mind that serving the people

At the beginning of the interview, Luo Xiaobu made a very sincere proposal to colleagues in the broadcasting and television industry. He believed that the most important problem that cable TV should solve at the moment is party-based issues. Do not make trouble every day with ordinary people and let the party and the government take the psychological trouble. This surely a dead end, please friends of the radio and television industry are treasure!

The cable operators must do two things: First, do not oppose the party, really understand the party's sense of purpose, and serve the people steadily; second, stick to the socialist road, do not grab money in the pockets of ordinary people, and strive for public support. welfare.

2. Control this service, not rely on administrative measures to block IPTV/OTT

First of all, to clarify the concept of triple play, the three networks are fixed networks, mobile networks, and the Internet. There is no such thing as a wide-area network and a telecommunications network. For any cable operator, the triple play service is 2 points. First, how to make the political and social business (television service) better, and secondly, how to provide good service for the mobile phone. For cable operators, it is how to put the TV content. Moved to the mobile phone, let people use the home gateway at home to fuel the phone, take the TV to the subway to watch, rather than watching through the 3G/4G Internet.

Operators should not set any thresholds to allow ordinary people to choose freely. What they want to fight is service. Nothing has been blocked by broadcasting and television, and IPTV/OTT has driven into it. Looking at Gehua Cable again, IPTV and OTT have no room for development in Beijing. Therefore, we cannot rely on administrative measures to set a threshold, but we must use good services to retain users. Luo Xiaobu said that setting administrative thresholds is the most unpromising act. Convenient, simple, practical, and cheap, reaching these four standards is a good terminal that meets the needs of ordinary people.

The OTT of the cable TV is the OTT Internet and the OTT mobile network, and the cable TV content is transmitted to the mobile terminal through the Internet/mobile network.

3, cloud platform must be done, must face the whole network, all terminal

In 2014, cloud services began to accelerate in all walks of life. How should cable networks gradually develop their own "cloud" services?

Luo Xiaobu believes that people are very difficult to spend on televisions. Because TV consumption must have a certain time and place, and the easiest way is to use mobile phones. So now no matter what cloud platform is built, we must use mobile phones as our mobile phone. center. The construction of the cloud platform must meet three conditions: the first is for the entire network, including cable television networks, the Internet, and the mobile Internet; the second is for all terminals, including PADs, mobile phones, and TVs; and the third is to emphasize that any location and any terminal can In the context of consuming your content, which is based on cloud platform, wired network is not simply a matter of doing business, but is a matter of media transformation into media.

4. Broadcast and TV operators do broadband? The throw is toss

In 2014, many radio and television operators started broadband services. However, Luo Xiaobu said in an interview that this is not a wise choice. Luo Xiaobu analyzed from two dimensions. First, according to the first dimension of Boston's theory, the broadband industry has a low growth rate; secondly, from the second dimension of Boston theory, radio and television is also low in the entire broadband market. Occupancy; low growth rate and low-occupancy businesses are called thin dog business in Boston theory, and this kind of business should be thrown away.

Second, Gehua Cable 2015 and Gehua Cable's conscience for 20 years

At the Gehua Cable Working Conference 2015, Chairman Guo Zhangpeng in-depth analysis of the company's current macro environment, policy environment, industry environment, and the company's current development situation, requires that Gehua CATV tightly grasp the rare strategic opportunities and leapfrog development. During the golden period, we comprehensively deepened the development strategy of “one network and two platforms”, accelerated the layout of the entire media industry, made every effort to explore new media groups, and proposed seven requirements: First, we must talk about politics and the overall situation; Second, we must guard against arrogance; Seize opportunities; Fourth, we must adhere to reforms and innovations; Fifth, we should increase cooperation with foreign countries; Sixth, we must consistently and consistently do a good job of service; Seventh, we must continue to improve style of work.

According to Luo Xiaobu, in the past few years, Gehua Cable has always thought that serving the people for the development of the main line, made 20 things worthy of the people in the capital.

The first one: The development of cable television at the beginning allowed the people to see more and more clear analog TVs;

The second one: Gehua charges according to the household and does not charge according to the end, and more than 30 sets of analog TVs are reserved on the second end, which protects the television investment of the people, that is, the TV sets of the people are not wasted;

The third: Gehua buys pay-TV and provides it to the people for free, which enriches the cultural life of the people's broadcast and television;

Fourth: More than one hundred TV sets look back at all for free, returning prime time to the people, and the people can watch their favorite programs according to their prime time;

The fifth: the General Administration of Administration promotes direct broadcast satellites so that the people have new choices;

The sixth: the General Administration of Administration to promote high-definition, Gehua all HD free, including high-definition look back;

The seventh: Gehua helps the government free high-definition interactive set-top boxes;

The eighth: Although the price rose a bit and it supported the high-quality 3/5/6/8 channels, the people understood and were very happy.

Ninth article: The Directorate General thoroughly publicized CCTV and local TV programs and is preparing to launch free terrestrial broadcasting;

The tenth article: Gehua provides free 11-year full-school education "Beijing Digital School", VOD on-demand, to solve the problem of education fairness;

The eleventh one: to set up a television theater line, that is, the family line, an average of 3 people's theaters, allowing people to see new films and movies;

Twelfth: Five free-wheeling HD channels, especially high-definition Korean drama channels, were popular among the people;

The thirteenth article: Gehua took the lead in launching a kcal machine;

The fourteenth: Gehua took the lead in the introduction of a voice remote control, so that people would like to see what they say on the line;

The fifteenth article: Gehua lets Beijing people Spring Festival Evening, World Cup, etc. Do not stay up all night!

The 16th: Gehua remote medical experiment was praised by Deputy Prime Minister Ma Kai: "You have done a great thing!"

The first seventeenth: Radio and television at all costs to ensure safe broadcast!

Eighteenth: Let the people listen to the radio through cable TV for free;

Nineteenth article: Gehua looks back at the “TV drama area” and lets the TV dramas continue to look.

The twentieth article: Gehua, with the support of the Beijing Municipal Government, has not increased its price despite more than five times more applications and services in the past!

Third, the proposal to the State Grid

Under the background of triple play, the service level is gradually becoming the company’s core competitiveness. In particular, with the advancement of technology and the development of the market, the degree of homogeneity of products provided by various operators has become higher, and prices tend to be unified and transparent. In this case, the service is particularly important. How to improve the customer satisfaction and enhance the core competitiveness of the cable TV network from the customer's perception. And this, if there is the leadership of the State Grid, will it be more effective?

In the interview process, Luo Xiaob proposed 30 suggestions for the future development of the State Grid:

The first suggestion is to implement the 10G interconnection between the State Grid and local network companies, and build television transmission networks, urban TV switching networks, Internet caches and mirrored hedge networks, national backbone network resource scheduling networks, and content exchange platforms;

The second proposal is to establish a national news demolition center and gather all the news including districts and counties. The number of daily demolition articles exceeds 1,500 hours;

The third suggestion is to establish a cloud-oriented platform and distribution network for all media on the basis of stripping.

Fourth proposal: undertake national projects such as telemedicine;

The fifth proposal: the establishment of the National Cable Lab;

The sixth proposal: the establishment of the International Internet Television Exchange, and to apply for Internet exports;

Seventh proposal: Establish a full-media video surveillance center;

Eighth proposal: Build a national public service mobile network;

The ninth proposal: As soon as possible, the organization shall unite and determine the standards and specifications for inter-provincial product and business exchange.

The tenth suggestion is to build an operation mechanism and an ecological environment in which the provinces have complementary advantages, benefit sharing, and win-win cooperation.

Eleventh suggestion: To connect with the Internet, set up a censorship center and a media adaptation center to introduce Internet content;

Twelfth suggestion: Establish a television drama trading center and establish an anti-corruption mechanism for television drama transactions;

The thirteenth proposal: to open several national network channels to solve the problem of survival;

The fourteenth proposal: establish a national public interest performance live broadcast network;

The fifteenth proposal: Establish an all-media distribution platform for e-books;

The sixteenth proposal: the establishment of a movie full media distribution network;

The seventeenth proposal: the establishment of game transactions, adapter platforms, and game distribution network;

Eighteenth proposal: constructing a platform for trading cultural and artistic works, and an exhibition network for cultural and artistic works;

The nineteenth proposal: Build a rural 4K movie screening network; The twentieth suggestion: Build a national grassroots public cultural center service network;

The twenty-first proposal: cultural poverty alleviation projects, including audio-visual TV library projects to the countryside;

Twenty-second proposal: simulation museum and science and technology museum production, distribution project;

Twenty-third proposal: Cultural information service cloud project, mainly based on mobile terminals;

Twenty-fourth proposal: Quality Education Television Project; Twenty-fifth Recommendation: Use public service mobile network to carry out downloadable digital broadcasting projects;

Twenty-sixth proposal: establish a national tourism cultural resources exchange network and broadcast;

Twenty-seventh proposal: Ethnic minority culture, ethnic language channel support project;

The twenty-eighth proposal: Party members, legal education and other special publicity projects;

Twenty-ninth proposal: Build an international culture, education, tourism transaction and exchange platform;

The thirtieth proposal: Public cultural and electronic media base construction projects, such as rural e-book housing bases, electronic books for the disabled, or visible production bases.

Luo Xiaobu’s proposal is loyal. Can the State Grid keep up with the rhythm in 2015? On February 13, the General Administration of Press, Publication, Radio, Film and Television printed and distributed the Notice on Accelerating the Work Plan for the Integration and Development of China's Cable TV Network (Singuang Electric [2015] No. 29). It seems that the State Grid is already on the verge and has to send it...

In addition to the integration of cable TV networks, the State Grid Corporation of China needs to increase cooperation with local cable companies in 2015 to do some substantive things on smart terminals - the establishment of a smart terminal convergence platform.
In addition, in 2015, the State Grid Corporation also needs to strengthen its efforts to apply for various telecommunication network, Internet business operation qualifications and related licenses, and step up efforts to apply for national cable television integrated broadcast control platform, new media integration broadcast control platform business qualifications.