Mango alone broadcast: a big step? One small step?

Changed "Allogeneic Symbiosis" to "One Body Symbiosis"

The reason why the mango solo broadcast has attracted so much attention is because it has taken a road where many people want to go but dare not go. The traditional TV stations have increasingly discovered that the more they continue to use the “+Internet,” the more they are like a cheap migrant worker. However, if they want to pick up the banner of new media, they seem to have a variety of reasons to prove that the risk factor is too high. . In this regard, Hunan Satellite TV is no exception, there have also been "choosing difficulties" - do it yourself, or do it with others, or rely on others to do? This is a strategic layout of life and death, or a tactical choice of expedient measures • Is the Internet business a station in Taiwan or a certain department?

Like many other colleagues, Hunan Satellite TV knows that traditional TV stations face many practical difficulties in launching Internet services: first, there is no mechanism, no funds, and no talent; second, the introduction of traditional media resources into new media departments is difficult to coordinate, and resources are difficult to get through; Thirdly, employees are difficult to transform, television genes are too strong, and the genes of the Internet must be learned slowly. It will inevitably be necessary to pay “tuition fees”, especially the time cost and the cost of funds. This “tuition fee” is very expensive; fourth is the question of risk. During the period of the Internet business, it will inevitably have to continuously accept the test of frustration, and confidence will be repeatedly challenged. Lv Huanbin recalled: “In deciding not to do the solo broadcast of mangoes, our entire middle- and above-level cadres had a four-day meeting. It was our opinion that we must first unify our thinking internally, because the internal suspicion is a serious problem. Our decision-making is an important factor."

Some commentators believe that Mango TV is the "rich second generation" of traditional broadcasting systems and therefore can be somewhat headstrong. Then, where did Hunan Satellite TV’s “daring child” come from? “The reason why we picked up the banner alone was based on the fact that there was a relatively abundant single broadcast resource. Then, in 2013, we sold high-priced Hunan Satellite TV content copyright. The value of the media itself is; there is, we are not willing to be a content provider." This is the answer given by Lv Huanbin. He believes that in establishing the relationship with the Internet, Hunan Satellite TV has taken a big step: “We need to add him to us and change the 'symbiosis' to 'integrity'. We would have done the same thing. Now we are doing two things ourselves."

From solo to unique

From the beginning of April 20 last year alone, Mango TV's development is more in line with expectations, achieving a total of more than 31 million unique users per day for the entire platform (including PC, PAD, and OTT), and the peak user penetration exceeded 60 million. How should this figure be understood? Mango TV was previously a single video site, with average daily PV (views), UV (independent visitors), and VV (visits) less than 300,000. "Growth is leapfrogging and jumping." Lu Huanbin thinks. At the same time, Mango TV Mobile maintained growth at a monthly growth rate of 10%. It once held the top position in the Apple App Store download, and accumulated downloads exceeded 80 million. The retention rate of the iPhone reached 56.3% the next day, and the audience access market has leapt to the top of the industry.

In addition to these bright numbers, the industry is more concerned about the specific practices of Mango TV. The series of integration issues that have been plagued by the industry has also been clearly seen in the experimental field of mango sowing alone: ​​At present, the Internet strategy of Mango TV has become the strategy of Taiwan; the senior management of new media and traditional media have already achieved cross-service , which is the TV executives and mango TV executives took turns and crossovers; Mango TV to create a team based on internal training and deployment, while absorbing social talent. Lv Huanbin disclosed that in the first half of this year, Mango TV had completed an advertising contract of 800 million yuan, and Mango TV had initially completed the restructuring of investment, and there would be further capital moves in the second half of the year.

Although the days look good, it's still too early to say it's a relief. This year Iqiyi’s solo tomb notes were brought to the attention of Hunan Satellite TV. Lu Huanbin said: “The online copyright price of TV dramas surpassed the copyright price of TV for the first time. We think this is a landmark event and shows that Internet videos have been able to independently digest premium content. Costs.” Under constant pressure, after mango broadcasting for one year alone, Mango TV proposed the slogan “from solo to uniqueness” this year. It is not satisfied with solely broadcasting content from Hunan Satellite TV, but also actively looking for its own. Uniquely position, customize and customize its own unique content.

Not only that, Hunan Satellite TV also hopes to establish a strategic alliance among its peers in the Internet field, and to tie it together and become bigger. Lv Huanbin studied the US model of similar issues - US NBC, ABC, and FOX jointly funded the establishment of new HBO video media. The content of the three agencies was broadcast on their respective websites, all of which were authorized by Google to broadcast. HBO has thus become an influence in the United States. Power media.