"Content is an important entrance for the transformation of broadcasting and TV companies, and it is also an important factor in determining the success of Internet companies in this field. It is also the point of most concern for users in home entertainment. The Mango TV and Alibaba Family Entertainment have shown that both parties Further strengthen the determination of content advantages." The member of the Hunan Radio and Television Committee, deputy director and chairman of Mango TV Nie Mei said in Beijing on December 27.
On this day, she and the president of Alibaba Culture and Entertainment Group Great Great Cool Business Group, Alibaba Music CEO Yang Weidong, Mango TV Vice President Cheng Hongrong, Alibaba Family Entertainment Department General Manager and Alibaba Cultural Entertainment Group Great Youku Business Group Senior Vice President President Li Jie attended the 2016 Alibaba Family Entertainment & Mango TV Strategic Cooperation Conference with the theme of “Unlimited View of the Real Circle†and promoted the launching ceremony of the strategic cooperation & content alliance between the two parties.
It is reported that the two sides will join hands to build a multi-screen interactive entertainment ecosystem with video as the core and play home entertainment. In strict compliance with the SARFT document, the Mango Internet TV broadcast control license in the cooperation model of the two parties will integrate "Mango + Youku" content; at the same time, it will open up the membership system and advertising system, such as the joint launch of the current video content field †Large-screen membership level - Diamond Super Member, this member’s rights will include the rights of Mango TV’s full-screen video members and Youku’s film and diamond members, becoming the top brands that surpass the previous highest level members and will enjoy the huge library base of both parties. The industry's most abundant content repository is similar to the "black card users" of major banks. On the content carrier-hardware side, the two parties will jointly bring together many manufacturers to launch the first batch of new Internet TVs based on their exclusive cooperation content.
The Mango TV, which inherits the excellent production of genes and innovations of Hunan Broadcasting and Television, and Hunan Satellite TV have always been at the forefront of China's big video industry, and it has given priority to mastering the gold resources of Hunan Satellite TV. In 2016, it fully demonstrated its own high-quality content output capabilities, such as "Daddy Where is 4", "Mama is Superman," "Golden Bachelor" and other pure-play IP and IPTV-level phenomenon-level IP have all become this year. Popular online variety shows. From the perspective of the ecosystem, Mango TV and Hunan Satellite TV have moved from a simple network platform to a Taiwanese network to form a nuclear power that will fully promote the development of media convergence. In fact, Mango TV has long been a video site for Hunan Satellite TV, and this year it has also completed the transition from "solo broadcasting" to "uniqueness." In 2017, Mango TV will continue to grasp the dual-core driving force of “TVS Heritage + Unique Creation†to realize the youthful linkage and the integration of the twin engines of the network platform.
If we regard the above as the internal ecological coordination of Mango TV, then this time together with Ali family entertainment, it is more representative of the creation of external ecology, more open, in the field of family entertainment to reflect the integration of vertical and horizontal media. This, while mango TV is further consolidating the advantages of content, it has also increased the entrance of multi-channel traffic and opened up more commercial models.
Nie Mei said that Hunan Radio and TV is an upgrade of content-driven technologies, products, and applications, while content-driven technology will ultimately generate technology and content, effectively balancing the relationship between R&D and commercialization. Mango TV will focus on the innovation and interaction, content and product exploration based on mobile Internet and living room Internet bonuses. The collaboration with Ali family entertainment living room scene system will also help Mango TV expand its coverage of video content, extend its reach from small screens to large screens, and establish a multi-screen ecology.
Just two months ago, Alibaba Digital Entertainment (formerly Alibaba Family Entertainment) and Youku have just announced an upgrade of their home entertainment strategy. This time, Alibaba was officially rebranded as Ali Family Entertainment and released three strategies: Open Upgrade, Super Content, and Data Encapsulation. Leading the industry into the new era of the scene, it also represents the determination of Ali Big Entertainment to expand family entertainment as another battlefield.
According to analysis by industry insiders, the configuration of Internet TV is getting higher and lower, and the price is getting lower and lower, making content a key competitive advantage for opening up the market. Ali Family Entertainment and Mango TV are both masters of video content, and the cooperation between the two parties will focus on the content, connecting multiple parties in the home entertainment industry, and bringing together premium content delivered by copyright licensees represented by Mango TV, using Ali. Home-entertainment represented by the Internet companies' big-data precision analysis capability is based on the advantages of traditional TV manufacturers' hardware and technology innovations, and it is bound to form a huge enabling effect. The user is the biggest beneficiary of this cooperation and can get a better big screen and more exciting content experience.
It can be seen that this diversified business model game at the end of 2016 will quickly trigger more partners to join the largest family entertainment Nuggets camp. The partnership between Ali Family Entertainment and Mango TV has achieved a multi-win-win situation and can be called a milestone in the development of family entertainment in China. What kind of sparks and chemical reactions will arise in the future, especially worth the wait.
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