ZTE Announces Entering OTT Set-top Box Market

In 2015, it was surprising that the sensitive antenna of ZTE has gradually extended to the OTT set-top box market. The master chip for the OTT industry independently researched and developed by the Center for Microelectronics of ZTE Corporation enters the box together with the OEM enterprises of the set-top box industry. Market, does this mean that after the most stringent radio and television control order has been passed, a battle to enter the OTT set-top box industry will be staged?

At the beginning of 2014, Tencent’s Tencent video, an Internet predators, announced its content strategy for 2015, and formed the OTT division, which will soon launch products such as boxes. Tencent Video is an OTT department established in the second half of 2014 and is responsible for the smart living room area.


On the other side, Huawei, another aircraft carrier-class enterprise in the domestic communications industry, was also at the same time in 2014 and decided to “provide a global new media end-to-end solution to build a first-class value-added operation and service platform”. Tatsu Science and Technology, further into the OTT set-top box industry.


Whether it is an Internet company or an electronic communications industry. Under the influence of such a severe radio and television policy in 2014, and in the industry trend that most industry participants have no confidence in all parties in the OTT set-top box industry, ZTE, Huawei, and Tencent have super capital. The crocodile has also actively entered the market one after another and has to say that it really makes Xiaobian I am somewhat unexpected.

Let us first review, in 2014, SARFT issued a letter on the immediate closure of illegal video software download channels in Internet TV terminal products in mid-June, followed by the cancellation of the Internet TV integrated broadcast control platform in July. Integrating the time-shifting and viewing functions of TV stations directly provided in the platform, and brewing more stringent regulatory measures, for video websites, it can only be a content provider. In the future, there can be no special entrance on the box, and cannot be set up. The video site's area and brand reflect.


Then there came the 181 regulations, which clearly stated that Internet TVs and boxes and other terminals must obtain 7 licensees. (The seven largest licensees mentioned here refer to integrated broadcast control licenses. At present, 7 licenses belong to CNTV. (CCTV CCTV), China International Broadcasting Station (CIBN), Central People's Radio, South Media, Hua Digital Media, Hunan TV (Mango TV) and BesTV) content monitoring, that is, all content must be integrated and controlled by licensees. Played under the platform.


The policy must be to adjust the market is the most effective means of leverage adjustment, although the voice of the network is opposed, but from the radio and television point of view, the introduction of these policies is an inevitable move of its interests, the core is to clarify the radio and television management, management framework, development planning. Under the trend of triple play, the above methods cannot but reflect the tightening policy of radio and television. In fact, it is still hoped that in the Internet age, a network that can be controlled by itself can be constructed.

First, reaffirm the power of radio and television.

The barbaric growth of the Internet has created a lot of blank areas for management. In the end, whoever controls and what rules there are, in fact, nobody can tell. Is the Internet video or the SARFT responsible for Internet video? The sudden outbreak of a set-top box hacking incident in a certain place has stimulated the SARFT's nerves. Through the release of several heavyweight policies, Radio and TV first made it clear that to enter the TV screen, it must be in accordance with my game rules.

Second, protect the value of Internet TV integration service licenses.

Third, let Internet TV return to the original management framework.

When video websites can only serve as content providers, can't have entrances on the boxes, and can't have special areas and brands, actual Internet TVs have returned to similar management frameworks in the past, highlighting the value of TV stations and licensee platforms' entrances and weakening them. The right to speak on the content side. At the same time, content management and traditional TV auditing standards and management standards are in line with each other, which is conducive to the unified management of the TV interface. It also protects the interests of traditional TV stations from another perspective and slows the pressure on OTTs.

In the Spring Festival Evening of 2014, I did not know if everyone shook the red envelope? The more diverse television stations and TV festivals present your interactions with each other, which is the best performance of the triple play.


Gradually, when the entire environment saw the determination of radio and television, the Internet giants and large-scale communications companies began to put their tentacles into this relatively closed market space. Just as Huawei cooperated with SDMC (large-scale enterprises prefer to form partnerships with mature technology companies in the industry), ZTE's set-top box chip solution (embodied in technology), Tencent video OTT development direction (strong Internet Property) is the best manifestation of this. Triple play? The development of technology has made it difficult to define how the function of the television is defined. The traditional closedness must not be the correct direction, but a step-by-step specification, followed by a little bit of standardization and improvement, is a correct decision.