The tide of the TV industry is always magnificent. After experiencing panel replacement and smart competition, there are new leads that guide manufacturers to find the right way for the future. In the post-intelligence era, in addition to the continuous strengthening of TV hardware, the “software†of smart TVs is not weak at all, actively deepening the interaction between users and enhancing the content. 
Yesterday, PPTV Smart TV held a press conference in Shanghai to formally open its content sharing strategy, and launched a new RUBIC smart TV system and N55 flagship smart TV new product. They would like to use their unique differentiated content and deep interaction to win the favor of the market. .
With the rapid development of science and technology, the coverage rate of high-end consumer groups has intensified, smart TVs have begun to shake off the enthusiasm of price wars, and a new round of structural transformation has been initiated. TV hardware has also begun to rise.
However, the PPTV is different from other vendors in the past as the core idea of ​​hardware. “Television industry development to today, the difference in the quality of each manufacturer's products is reduced, such as 10,000 price segments will not appear the best and the worst, The technical level has touched the ceiling, and the hardware quality of the product has basically been on an equal footing,†explains Yin Yu'an, vice president of PPTV's intelligent hardware company.
The television industry is currently in an embarrassing period of technological turbulence and homogenization. In 2016, the collective cold wave of Internet brands and the rising prices of upstream hardware have completely brought back the wave of Internet companies. However, PPTV has grown in adversity and accumulated annual sales of online products. The year-on-year increase of 238.1% was much higher than the industry average of 38.4%.
Behind the adversity growth is the strategic core of PPTV's insistence on content differentiation. In addition to the ordinary hot content, PPTV has always insisted on the construction of sports ecology, backed by the strong strength of Suning Group, PPTV has won La Liga, Premier League, and China Super League. The exclusive all-media copyright of popular sports content such as AFC, AFC, UFC, WWE, etc., worth more than 10 billion, covering 90% of sports events, is the most comprehensive sports content platform in China.
In this conference, the new N55 is also equipped with a unique perspective of God, in the past users can only watch the game with the guide lens, and PPTV has changed this setting.
PPTV introduced, “If during the course of a game, the audience missed a goal, the original point of view was the guide, but now users can choose their own camera angle, which is the perspective of God. God's perspective and multi-angle perspective It is not an easy task. It is not only the cooperation of the end of the product, but also the content, the headend, and the cooperation of the production of the entire content. The content needs to be acquired on the PPTV platform and provided to the user through productization.
"In the future of poly sports, there will be God's perspective on the sports area that collaborates with PPTV. The first God's perspective will begin with the Spanish derby. At last week's Super League in Shandong Luneng began to test the perspective of God and did Broadcast."
Not only sports, the reporter learned that the super live broadcast function of the RUBIC smart TV system launched this time opened up live broadcasting content, PPTV's own content and third party content, so that they can be displayed in one interface at the same time. All controls can be completed, greatly improving the convenience of user operations.
"PPTV hopes to use a remote controller to interact with the full-form access content of the TV and not allow users to switch between several remote controls. For example, when watching radio and television content and Internet content, it is now a shake. The controller can be switched, and it can realize the jump from radio and television content to Internet content on demand. It not only opens up a traffic platform, but also makes it convenient for the user. The user's viewing habits have not changed, but the usage habits are much more convenient. "Yin Yu-an said.
In addition to the difference in autonomous content between smart TVs and traditional TVs, the greater difference is reflected in the human-computer interaction. In the RUBIC smart TV system, video content can be intelligently recommended based on the big data of the user's viewing behavior, greatly reducing the user's desire to find The threshold of content.
As for the search pain point in human-computer interaction, Yin Yu'an said, “Search is now a common tool. There are many types of search. On a standard Internet TV, you can search for limited content. The content you search comes from TV. The contents of the machine, your search is a discounted search conditions, so the RUBIC system provides a super search function, for example, you want to see a running man on Friday night at 9:00, you search out the broadcast live Content, native content, third-party video, and application content will be presented to users, giving users more choices."
At the press conference, PPTV officially launched an open content sharing strategy, which will open the RUBIC smart TV system and differentiated content worth more than 10 billion to partners. The PPTV content open sharing strategy will implement “layered openingâ€. On the one hand, PPTV will cooperate with in-depth cooperation vendors to launch cooperative brands to open custom terminals, and use hardware to embed PPOS to open all contents to cooperative manufacturers; on the other hand, PPTV will Through the pre-installation of APK and other means through cooperation with partners to expand extensively, sharing PPTV basic content.
Yin Yuan finally said, "Today's theme is open and win-win, 'Please come in and go out', PPTV invites vendors to do things with us, and do a good job of the product to the user's home."
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