Huaze Film and Television in Hand Mixes Millet Content and Channels to Accelerate Integration

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Zhao Yifang, president of Huace Film and Television Group, revealed that Huace will open up the copyright library with a total duration of 100,000 hours to the millet global platform in an aggregated manner. The resources provided by Xiaomi to Huace Film and Television include: “Hua Theater” in the prominent position of “Dedicated Area” of TV terminal systems, such as millet box and Internet TV, and the recommendation of the first priority. In the mobile device (mobile phone, tablet computer, etc.) operating system (MIUI) Significant position entry in the "video" application. "Hua Theater" will be aggregated with millet unified UI/UE specifications and other product requirements.

Behind the in-depth cooperation between domestic film and television leader Huace Film and mobile Internet giant Xiaomi Technology, the development of the mobile Internet industry has entered a deeper field. Today, mobile smart terminals have a tendency to surpass smart TVs. In 2014, users watched video traffic through mobile Internet terminals, which already surpassed home and corporate Internet traffic. Insiders pointed out: “The ubiquitous screen has focused the attention of the general public, but this is also an era of scarce attention, because people’s attention is being distracted by more and more media and channels. Our time and space are already Surrounded by screens, viewers have become increasingly obtrusive about the broadcast platform, and the tendency to follow the premium content and other factors of their own has become increasingly apparent.”

The cooperation between Huace Film and Xiaomi has already appeared in the last year as early as last year.

In October last year, Huace Film and Television has disclosed a plan for increasing revenues, and plans to issue 72.7 million shares to 5 specific targets, raising approximately 2 billion yuan in funds. Dinglu Zhongyuan, Taikang Assets, Suzaku Investment, Jiantou Media and Beijing Walli each subscribed 10 100 million yuan, 400 million yuan, 350 million yuan, 200 million yuan and 50 million yuan. Shares of Baidu and Xiaomi appear behind the private placement of shareholders. Among them, Beijing Wali was established on May 8, 2014, and legal representative Lei Jun is the chairman of Xiaomi. Xiaomi took shares in Huace, which was considered by the industry as a classic case of the marriage of film and television companies and internet giants. It was also seen by the market as an important measure for channel upgrades by Huace Film and Television.

The reason why I chose Xiaomi to invest in shares is that Zhao Yifang believes that Xiaomi is the most successful story and team that she understands as the true traditional Internet company. “Before Lei Jun was actually a traditional entrepreneur who did software, but he made Xiaomi a real Internet company. Lei Jun really used Internet thinking and Internet methods to run a traditional industry, and it is very important for China’s policy. Zhao Yifang said. At present, millet TVs and mobile phones have hundreds of millions of users, and this number continues to increase. A large number of users with high adhesiveness bring huge space for advertising and value-added services, providing a broader platform for traditional film and television companies.

Explore business models such as billing

With the gradual maturity of the business model of the Internet video industry, it has fully established the foundation for the realization of commercial value.

It is reported that China Strategic and Xiaomi’s comprehensive strategic cooperation covers Xiaomi’s entire platform, covering various forms online and offline. In terms of content distribution, both parties are promoting Huace Film and Television's "Hua Theater" to be launched on Xiaomi's entire video terminal. "Hua Theater", as the brand of Chinese-language TV drama ensemble area of ​​Huace Film and Television, will visit Xiaomi TV and mobile terminals in the form of a special zone or APP in the first half of this year. This is a major step for traditional film and television companies to make progress on the Internet platform.

Relying on the Xiaomi platform, Huace and Xiaomi plan to explore video advertising operations. With the expansion of Xiaomi’s overseas business, “Hua Theater” will also follow Xiaomi’s terminal to settle overseas, and will choose to launch a paid subscription service, relying on Xiaomi’s Internet broadcasting channels in other countries and regions outside China’s mainland, in terms of Chinese-language film and television programs. Huaze cooperated to explore TV and mobile terminals designed and sold by Xiaomi to develop payment services, while Huace Film and Television will update the copyright library on an annual basis according to the needs of overseas markets.

100,000 hours of copyrighted content on the ground aggregation platform and exploration of the pay-per-view viewing model. This is the first step in the cooperation between Huace and Xiaomi. Both parties plan to explore a viable content payment business model through the Xiaomi channel and platform to achieve content and channels. Deep integration. Through cooperation with Xiaomi, Huace can have an interactive platform at the fan’s economic level and can use Xiaomi’s promotional resources to promote content. The ultimate goal of the cooperation between the parties is to transform the “sale” approach of traditional TV stations and explore the “content sharing” approach. Business mechanisms to maximize the value of content.

In fact, the rapid development of Internet technology has brought new opportunities for the media industry. With the rise and improvement of the global “cloud TV” technology system architecture, Internet operators have used the open Internet to establish a unified content management and distribution platform. Communicate content through different terminals such as TVs, computers, and mobile phones. Compared with the traditional one-way single-time transmission mode, the new mode of communication breaks the viewing time limit of traditional television on the one hand, and satisfies the requirements of the audience for information immediacy. On the other hand, the new mode of transmission increases the number of two-way interactions. The audience’s choice range satisfies the audience’s request for information richness, changed the audience’s spending habits, and was quickly accepted by users, greatly broadening the dissemination of content.

However, at present, video websites profit more depending on advertising, and the profit channel is too narrow. However, copyright fees remain high, which has directly led to the loss of mainstream video websites. Gao Fei, president of LeTV.com's Internet business group, confessed that although the network channel is really active in cooperating with the content producers, the TV station's ability to realize the single program is still stronger than the website. For video websites, there are still a long way to go before they can further develop their realization channels.