Mango TV to do Internet TV LeTV has one more rival

As we all know, more and more content providers have entered the field of television with lightning speed, and this is a general trend. Among them are the TV sets including Mango TV, Micro Whale, PPTV, and even Youku Potato TV.

The overall momentum has begun to reverse the new TV brand, which is increasingly detrimental to traditional TV brands.

Ding Cheng, the Mango TV CEO who announced that he had entered the television field some time ago, stated that “We did not do it fast enough.” But this step eventually took off.

The identity of Mango TV is very special. Apart from Hunan TV's background and content resources, it is one of the few seven major Internet TV licensees. This identity is enough to make other television brand disruptors Leshi, Xiaomi, Storm TV, popular and more attention, Xiaomi, LeTV had been "unlicensed operation" and was arrested by the General Administration of Radio, Film and Television.

To make Internet TV, it is necessary to have license resources. As a result, the seven major companies that hold license holders have become fragrant pods and have become the objects that television brands are trying hard to get.

From the perspective of the other six licensees, these licensees basically cooperate with television companies, the simplest of which is to collect license fees, and the other is to set up a joint venture company with television companies, in-depth content operations, and TV companies through the content Divided into cooperation.

Therefore, it is still the first case that Mango TV enters Internet TV with its own brand identity, which is enough to welcome more attention.

Why is LeTV's biggest competitor going to be Mango TV?

Holding a license plate is equivalent to having the right to speak on Internet TV. At present, Xiaomi, Leshi, Storm TV, and popular are all adopting cooperation with licensees and some are capital bindings.

However, for Xiaomi and LeTV, if the licensees cannot get along with each other and go their separate ways, Xiaomi and LeTV will face illegal business at any time. Internet TV cannot be sold in the market. LeTV has ever experienced a “stabbing” incident. Its competitor Xiaomi’s exposure to LeTV has been “unlicensed” for a long time. The fact is that LeTV has not renewed its contract with the licensee's CCTV international contract. It has been a long period of time. LeTV is streaking.

Without Internet license resources, this is equivalent to a "bomb" hidden in the TV brand, which can burst at any time. For Mango TV, you never worry about it.

Why Mango TV has the greatest impact on LeTV after it enters the television field? Mango TV not only owns the trump card of the Internet TV license, but its essence is still a video company. This will form a strong competition with LeTV in content.

In addition to Hunan TV's programs owned by Mango TV, even a lot of contents including “Super Girls” are only played on Mango TV websites. According to Ding Cheng, home-made contents and purchased contents account for 60%.

“Hunan TV and Radio have confidence in our homemade content.” Ding Cheng believes that while Mango TV is one step ahead of TV, the content is indeed the core advantage Mango TV has.

Ding Cheng also disclosed that the profit of mango TV's advertisements and other value-added services (including sales of members, offline channels, copyright, international business, etc.) has achieved 1:1 this year.

Similarly, as the video identity into the TV industry layout of LeTV, but also want to get the content of the television on the big screen of the proceeds. If Mango TV's TV at the end of the year is better than LeTV in terms of content and package prices, it is bound to become its biggest competitor.

Industry insiders believe that LeTV can counter traditional TV brands with low prices, but it is difficult to compete with new entrants Mango TV in content and licenses.

What are the risks of traditional TV brands?

The content of the television is limited, and the SARFT has not released it. Therefore, SARFT requires that the contents of the television broadcast must be manageable and controllable. Mango TV, which holds content and holds an Internet licensee, intends to “big play” in the TV field. It is reported that most of the mango TV teams, including CEOs, are television stations and have a good understanding of television users and content creation. Mango TV emphasized that its launch of the smart TV system MUI is based on the TVOS design, content is no longer limited to the exclusive content of Hunan Satellite TV, Mango TV. This means that Mango TV is in the enclosure.

At present, Mango TV is already a partner for television companies on licenses. According to the announcement of Mango TV at the beginning of the year, 13 TV companies, including TCL, Changhong, Samsung, Konka, Coolo (subsidiaries of Skyworth), have cooperated. In yesterday’s press conference, Skyworth’s top management team was the Mango TV platform.

It is reported that the first batch of mango TV owned brand TVs that were listed at the end of the year was Skyworth's OEM. Prior to this, after the marriage of TCL and LeTV, TCL obtained the OEM of LeTV. Including the newly-invaded storm TV, CANTV, etc. have chosen the traditional TV companies with competitors for its OEM.

The emergence of new TV brands for traditional TV brands has occurred more and more. This has caused industry insiders to worry that traditional TV brands can only be foundry and hardware. "They don't know how to operate." A senior executive from PPTV once commented on traditional TV brands.

In the last two years of the competition between Internet TV brands and traditional TV brands, the former’s market share and advantages have become more and more obvious. A recent data from Ovi shows:

However, due to the low price competition and slowdown in the overall TV market growth, traditional TV brands, including TCL, Changhong, and Konka, all suffered different degrees of losses and a sharp drop in profits.

“If you lose the upstream supply chain and products, traditional TV brands will have a harder time surviving.” A television brand believes that the advantages of traditional TV brand supply chains are still quite obvious. For LeTV, Xiaomi, and Storm, they have a lot of demand.

TV will go to content killing

Although Mango TV did not publish its TV marketing strategy, according to Ding Cheng’s statement, “it will give TVs higher value through content.” LeTV’s early entrants have been cultivated in the form of “whole machine low price + content payment”. A group of users whose target for 2016 is 6 million units, which also means that 6 million users have accepted the idea of ​​paying for the content of the television.

The value of a TV terminal lies in the big screen, and it is better to watch the content than the PC and the mobile phone. Therefore, the video is one of the main businesses of large-screen profit. First, it will attract a group of advertisers, followed by the user to the member. With the gradual recognition of system content payments, the value of the big screen can be reflected.

Today, LeEco's preparatory work has enabled more video companies to be optimistic about the “money scene” on the big screen, even naming TVs through content reversal, including the Tomb Raider Edition X40 TV and Storm Super TV respectively launched by LeTV and Storm TV. X-men version etc. In addition to driving sales of TVs through IP, a pile of derivatives began to be bundled with TVs.

Mango TV revealed that in the future, it may even be possible for users to buy TV sets from Mango TV members, including giving tickets for “Super Girl” live shows. PPTV has also said that in the television marketing campaign, TV users will be given La Liga tickets. This for a group of movie fans and sports fans, the temptation is enormous.

It is foreseeable that in the future, televisions will most likely become a handout of content, and with the entry of a group of video companies, a battlefield struck by hardware will be slashing content. This time, Mango TV has prepared 1.5 billion to become a player of the TV, and the players behind will be more and more, the funds will be more and more to the Internet TV field.

In this way, it seems that the future of television will become more and more fierce, and this will not only be reflected in the price dispute, but more important in the future will be reflected in the content and technical contest, and look forward to!

Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.

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