TV Dual Governance Breaking Through Difficulties: The Trend of Box-End Integration Accelerates

TV Dual Governance Breaking Through Difficulties: The Trend of Box-End Integration AcceleratesSince the State Administration of Radio and Television (SARFT) initiated the TV dual governance, solving the problem of complex TV operations has become a major challenge. Entering 2024, with the goal of achieving "one remote control to watch TV" and "TV set and set-top box integration," various parties are frequently taking action

TV Dual Governance Breaking Through Difficulties: The Trend of Box-End Integration Accelerates

Since the State Administration of Radio and Television (SARFT) initiated the TV dual governance, solving the problem of complex TV operations has become a major challenge. Entering 2024, with the goal of achieving "one remote control to watch TV" and "TV set and set-top box integration," various parties are frequently taking action. Whether it's the soft terminal of installing IPTV/cable TV APK on TVs, or the "customized integrated machine" of IPTV/cable TV that cancels the set-top box, the trend of "built-in set-top box" or "box-end integration" is accelerating.

Favorable Policies Drive the Development of Box-End Integration

This year, from the continuous consolidation of the results of the first phase of governance to the issuance of the "Work Plan for the Second and Third Phases of Governance of Complex TV Operations" (hereinafter referred to as the "Work Plan") by the SARFT and the Ministry of Industry and Information Technology, it has become increasingly evident that it is essential to promote "box-end integration" represented by soft terminals.

The "Work Plan" clearly defines the governance goal of "built-in set-top box": to develop new integrated TV sets that fully integrate set-top box functions into the TV set and completely eliminate the set-top box. The plan is expected to complete research in the first half of this year and complete the development of prototype integrated set-top box TVs by the end of the year. At the same time, a new management system will be established to clarify the responsibilities and rights of all parties in the industry, and pilot projects will be launched as soon as possible to perfect the management system and product system, build a new industry ecosystem, and continuously popularize integrated TV sets.

In terms of governance measures, the "Work Plan" includes specific tasks such as "built-in technology research and prototype development," "integrated regulatory mechanism research," "coaxial direct connection TV built-in pilot," "cable TV full-service built-in pilot," and "IPTV full-service built-in pilot."

Box-End Integration Practice: Exploring Diverse Models

Looking back at the explorations of various parties this year, they all align with the goal of "built-in set-top box" mentioned in the recently released "Work Plan."

1. Cable TV Field:

Just in the past June, many provincial radio and television stations announced their "box-end integration" plans.

• China Broadcasting Network Chongqing Company released the "Broadcasting Cloud TV" APK. Users can enjoy live channels, time-shift, playback, and on-demand services after installing and registering as a member on their smart TVs.

• Guangxi Broadcasting and Television Network released the "Little Elephant TV" soft terminal, which, together with the new broadcasting remote control, allows users to enjoy a new TV viewing experience without a set-top box.

• China Broadcasting Network realized the first coaxial direct connection TV user access in Chengdu, Sichuan, marking that coaxial direct connection TV has the capability to serve users. Cable TV coaxial direct connection utilizes the demodulation and demultiplexing functions of the TV set's hardware to provide live channel services through direct connection to the cable TV coaxial cable, eliminating the need for a set-top box or other equipment, allowing users to access live channels directly with a single remote control.

• China Broadcasting Network Hunan Company launched the "Broadcasting Customized TV set," which allows users to watch TV with one remote control without a set-top box, and plans to fully promote the integrated machine by the end of December this year.

• Yunnan Network Co., Ltd. of China Broadcasting Network's smart hotel cloud service eliminates the need for set-top boxes or other hardware equipment, allowing users to watch legal, licensed live and on-demand programs using only the TV set's original remote control.

In addition, the "Work Plan" also includes "coaxial direct connection TV built-in pilot" and "cable TV full-service built-in pilot." China Broadcasting Network is leading the organization of relevant units to jointly study coaxial direct connection TV built-in solutions, conduct technology system adaptation, testing, and verification, and organize relevant provincial networks to conduct pilot projects. At the same time, China Broadcasting Network, together with Hua, is organizing relevant TV manufacturers to jointly study cable TV full-service built-in solutions, conduct full-service built-in plan evaluation and verification, develop, jointly debug and test related systems and applications, and complete prototype development.

2. IPTV Field:

IPTV soft terminals have become one of the common methods to achieve "box-end integration."

• The three major telecommunications operators have been trying IPTV soft terminals in multiple provinces in the past two years. Shanghai Telecom is promoting the Tianyi HD IPTV soft terminal service throughout the city. Users can install the IPTV soft terminal APP on their smart TVs to watch live, playback, and on-demand programs.

• China Unicom showcased its soft terminal service at the Smart China Expo - Unicom Wireless HD TV. Users can download and install the corresponding software on their smart TVs to watch live channels, on-demand content, etc.

• HaiKan Corporation exhibited the "Shandong HaiKan IPTV TV Integrated Machine" product, targeting home and hotel customers, incorporating soft-hardware integrated technology innovation to further simplify the operation process and achieve "no set-top box, one remote control, convenient TV viewing."

The "Work Plan" issued this time also includes "IPTV full-service built-in pilot." Telecommunications operators will lead the organization of relevant TV manufacturers to conduct IPTV set-top box built-in technology scheme compilation, standard research, and experimental verification work, study IPTV full-service built-in solutions, conduct full-service built-in plan evaluation and verification, develop, jointly debug and test related systems and applications, and complete prototype development.

Box-End Integration Models: Each Has Its Pros and Cons

The practices of various parties concerning "box-end integration" are diverse, but they also have their own advantages and disadvantages.

• Soft Terminal: Achieves integration between IPTV/cable TV and smart devices through application software, breaking free from the limitations of set-top boxes and remote controls, and can effectively implement "box-end integration." At the same time, it meets the needs of smart TV users to watch TV live. However, as it involves business dominance competition, lack of standards, and other issues, there are still some uncertainties in practical operations.

• Customized Integrated Machine: Can achieve "box-end integration," but the model is heavier and the cost is higher. In terms of promotion and popularization, entering from the 2B industry perspective will be better than the home side.

• Coaxial Direct Connection TV: Though not a new thing, it is a feasible option in the context of the accelerating "box-end integration."

• Plug-in Mini Set-Top Box, Universal Remote Control, etc.: Although not entirely "set-top box-free," they are still effective solutions to address complex TV viewing operations and achieve one remote control to watch TV.

Overall, entering 2024, the exploration of "box-end integration" has become lively. Regardless of the approach, the ultimate goal is to better meet the needs of the broad masses of people, while ensuring compliance, legality, and security.

Future Outlook: Box-End Integration Implementation Needs Acceleration

With the official issuance of the "Work Plan for the Second and Third Phases of Governance of Complex TV Operations" by the two departments, the industry's exploration of "box-end integration" has a clear direction. Next, all parties in the industry need to further explore, harmonize, collaborate, and implement, while also requiring real-world feedback from the market.

The implementation of box-end integration will promote the optimization of the TV industry ecosystem, provide users with more convenient and high-quality audio-visual services, and bring new development opportunities for the TV industry.

Besides the above cases, what other new "box-end integration" actions are happening in different places? Welcome to leave us a comment.

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