On December 1st, the 5th China Internet Audiovisual Conference's Theme Forum – Internet TV Industry Summit was held in Chengdu. This event focused on the latest development trends and strategies within the internet television industry. With the theme of “New TV Value,†the forum aimed to foster discussions around innovation, industry practices, and future directions. Shizuo Shi, Vice President of Oriental Pearl and President of BesTV, delivered a comprehensive speech covering two key areas: the current state of the market and its future trajectory.
An image of Shizuo Shi, Vice President of Oriental Pearl and President of BesTV, was displayed during the session, highlighting his leadership role in shaping the direction of the industry.
**Current State of Internet TV – A Changing Landscape**
Analyzing the data reveals that several key factors are reshaping the internet TV landscape:
First, the **scale of growth** is impressive. As of the first half of 2017, smart TV adoption reached 240 million units, with 160 million smart TV terminals and 72.06 million OTT boxes. The activation rate surpassed 50%, indicating strong user engagement. While traditional cable and IPTV remain significant, the rise of OTT platforms has created a three-way competition in the market. This shift reflects not just a balance of power, but also a complex interplay of consumer behavior, platform strategies, and capital dynamics.
Second, **viewing habits have evolved**. Smart TVs show high user retention, with an average monthly boot rate of 81.12 million units—comparable to the total number of digital HDTVs. Weekly and daily boot rates also reflect strong engagement, showing that smart TVs are becoming a central part of home entertainment.
Third, there is a **business model revolution**. Traditional TV relied on advertising, while IPTV used subscription models. Now, internet TV thrives on traffic and content-driven engagement. The shift from channel-based to platform-based models has led to more decentralized and user-centric approaches. With the integration of AI and smarter interfaces, the TV experience is becoming more personalized and interactive.
For instance, programmatic advertising in the OTT space has seen rapid growth, rising from 1 billion to an estimated 2.5 billion this year. Though still small compared to other sectors, this trend signals a fundamental shift in how value is generated and distributed in the industry.
**Future Trends – Convergence, Openness, and Collaboration**
Looking ahead, the future of internet TV will be defined by three core principles: **assembling, opening, and sharing**.
**Assembling** refers to the need for collaboration across different stakeholders. The current market is driven by the convergence of internet video and TV services. However, a well-regulated market requires clear standards, defined roles, and fair distribution of interests. The tripartite model involving internet companies, smart device manufacturers, and license holders is emerging as a key structure.
**Opening** is essential for progress. For years, BesTV has been moving toward a more open approach, fostering partnerships and embracing co-opetition. Recent collaborations with Xiaomi, Lenovo, and others have demonstrated the benefits of openness and shared innovation. As the industry evolves, cooperation becomes not just a choice, but a necessity.
**Sharing** is the foundation of sustainable growth. BesTV has multiple modes of sharing, including leveraging its large subscriber base, collaborating on innovative projects, and exploring cross-industry integrations. From education to healthcare, the potential for expansion is vast. As initiatives like smart towns and precision poverty alleviation gain momentum, new opportunities for value creation continue to emerge.
In conclusion, Shizuo Shi emphasized that this era is full of promise. The mission of the industry is noble, and the future is bright. As he put it, “One person may walk fast, but together we can go far.â€
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