The degree of fierce competition in the video website industry has once again been confirmed in the rumors of the past immigration acquisition of iqiyi. The BAT giant’s money-burning model has not yet led the online video industry into the fast lane of profitability. Then the pioneering case of the integration of radio and television media, the mango TV development model, has achieved rapid development after one year alone.
Avoid disadvantages Highlight advantages
As one of the video sites, Mango TV is obviously not a typical “paradigm†that can be replicated indefinitely. First of all, in the Internet industry, the existence of state-owned enterprises is extremely rare. Mango TV, as a unique new media power of state-owned enterprises in the video website industry, is inevitably accompanied by advantages and disadvantages given by the institutional mechanisms.
However, it is gratifying that the production and innovation of content resources has always been the core pursuit of Hunan Radio and TV, and Hunan Satellite TV is not lacking in innovative capacity for content resources, and it can even be said that it has invested in content manufacturing and innovation. TV is very seriously. Although the current relationship between Hunan Satellite TV and Mango TV remains at the separation of production and broadcasting, it also stimulates Mango TV's constant exploration and exploration of innovative content.
One year after the solo broadcasting strategy was officially implemented, the current sales and promotion of online VIPs for Mango TV Internet TV has already exceeded 10 million. The growth trend of VIP alone is surprising. Because this data is only 1%-2% at the end of 2014, and by the first quarter of 2015, the ratio between new VIP users and new users will reach 10%. Obviously, if the proportion of a value-added service can reach 10%, it is already a very good figure in the industry. At present, the growth trend of Mango TV in VIP users still shows a rising state.
What is the significance of broadcasting alone?
Talking about the topic of Mango TV, it can be said that the single broadcast strategy is one of the unavoidable issues. Relying on the solo broadcast strategy, Mango TV not only completed a perfect counterattack in the field of video websites, but also attracted the industry's doubts about the sustainable development of this strategy, because in view of the current content resources of Mango TV, Hunan Satellite TV Exclusive content is indeed an important supporting force. Hunan Satellite TV's high-quality content can be said to have cultivated a high level of user stickiness. It has also caused Mango TV to face difficulties in attracting new users.
In this regard, after the formal implementation of the solocast strategy, Mango TV has strengthened the introduction of more other high-quality content, including many excellent movies and TV series at home and abroad, such as the eight Hollywood movie companies, as well as Hong Kong, South Korea and other popular film and television dramas. And variety shows.
In response to high-growth VIP user operations, Mango TV launched a series of interactive activities to use the star artist resources and fan resources behind Hunan Satellite TV Variety Show to hold a handshake meeting “I Am a Singer†and “Dad. Where to Go? Meetings, Point Shows for "Flowers and Teenagers" and more. Using the high degree of coincidence between Mango TV users and Hunan Satellite TV users, Mango TV launched complex operations for VIP users.
Cheng Hongrong stated that after the development of the video website industry to the present stage, the video website industry has finally gained the trust and recognition of users through content and experience; and this is exactly the strength of the broadcasting and TV enterprises represented by Hunan Wei, and the rise and development of Mango TV. It is precisely for this advantage.
Content advantage to expand channel strength
Recently, the TV box "Mango Moonlight" set-top box jointly developed by Mango TV and Kaiboer was formally released. Talking about this new product of the Mango TV inside family, Cheng Hongrong stated that in the cooperation between Mango TV and numerous TV box manufacturers, Each product actually has its own focus, including partial music, partial education, biased videos, and even prominent karaoke function, and this “Mango Moonlight†set-top box provides a video game program. While Mango TV vigorously laid out OTT TV box products, it also catered to the individual needs of users.
At present, the number of active users of terminal equipment in Mango TV has reached 7 million, while the 2015 target for Mango TV announced is 10 million, equivalent to the size of two cable users in Hunan. Cheng Hongrong stated that the benefits generated by the integration of hardware and software are what Mango TV pursues.
For the funding plan, Cheng Hongrong stated that the money must be spent on the “bladeâ€, which is where mango TV is currently most needed; first, it is used to improve quality services, and secondly is to continue to acquire and manufacture content.
On the surface, Mango TV, which claims to be "content is king," seems to focus more on the truth that "the user is the king." In the video website industry, whether it is content resources or the user experience is first, we can't make a final decision, but at least It can be asserted that the rise of Mango TV is really not just as simple as "solo broadcasting."
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