Leading tens of millions of terminals to open the network to enhance TV offensive

Zhang Yaqin, chairman of Microsoft Asia-Pacific Research Group, once said in public. In 2014, the proportion of China's smart TV shipments has reached 62%. Smart TVs have become an important Internet portal for home entertainment. Data analysis shows that TV intelligent users will reach 200 million three years later.

Huannet intelligent EPG service to realize refined development

As the largest Internet smart TV service provider in China, Huaneng has been committed to becoming the aggregator and distributor of TV content since its inception. At present, Huaneng has connected more than 25 million smart terminals, more than 12 million users, and more than 4 million daily active users. Among the 25 million smart TVs in China each year, Huanwang covers 10 million smart terminals. Each year, more than 6 million new activations are activated. The users covered are all TV terminal users, and all of them are the main audience of traditional TV.

On March 26th, Changhong Group, one of Huaneng's investors, launched the world’s first mobile Internet TV Kaike II. It is worth mentioning that this model is equipped with Huannet’s smart EPG service (electronic program menu ). Compared with the main features of smart TVs in the past, they are mainly based on content connections, emphasizing features such as performance configuration and interactive experience. Huanwang's EPG service makes the functions and settings of TV presentation more user-friendly and more user-friendly. The achievement of the synergy effect of live broadcasting has once again set off a revolutionary wave in the field of domestic smart TV.

Huaneng Intelligent EPG not only provides various menus, buttons, and links, but also uniquely classifies all programs into drama, movie, sports, entertainment, children, science, education, finance, and comprehensive eight categories, and skillfully matches the application store. Users can browse and install various APKs published by the official and third parties on the interface to get more intimate and in-depth smart experience.

Looking back, the acquisition of content resources is just a concrete manifestation of the extensive development of smart TVs. The road to refinement still needs to return to the functions of the products themselves. After many content channels are restricted, the task of polishing and upgrading terminal equipment still depends on those companies that have forged ahead on the road to Internetization. This may also be TCL Corporation, Changhong Group, and Broadband Capital (CBC Chengbai). Reasons for people of insight to invest in Huan Network at the end of 2009!

Business system upgrades to create "enhanced TV"

Wang Zhiyong, assistant general manager of Huannet Technology and director of the global business development department, told reporters that since the establishment of Huanwang, it has been working closely with TV companies such as Changhong and TCL. It has already covered millions of terminals in the initial stage, and it will cover tens of millions in the future. The terminal is thus an important channel for traffic distribution and interaction with the network. In order to meet this 10 million-level challenge and build a healthy and complete smart TV ecosystem, Huaneng upgraded its business system in 2015 and built a "Enhanced TV".

For example, the information enhancement service is based on the current screen content for additional information loading, such as guest introduction/product introduction/advertisement information attachment, etc., to enhance user experience and trigger user behavior.


In addition, there are a series of TV notes: for example, watching the health club regularly record expert discourse, launch corresponding services (one-click download health tips, etc.), and integrate into the corresponding APK to convert the audience into corresponding Users of the channel APK, and for long-term maintenance and operation; quiz/voting, grab prizes/bid, etc., is better to use the audience to change the user's operating philosophy, to classify live broadcast users through program attributes and to use specific services. It becomes an APK user, and subsequent follow-up will launch specific services and business monetization for these users.

Enhanced TV service allows viewers to obtain more program information of interest when they watch TV programs, participate in field games in real-time through the remote control, play games, vote on hot issues, etc.; even interested in themselves. Products are purchased online. The enhanced television service has created a viewer experience of "seeing and interacting," "seeing and buying," and "seeing and browsing."

Huaneng.com has built an enhanced TV system based on its understanding of viewers' needs and has proposed five innovative business models for traditional media. TV viewers can enjoy live-to-interactive, live-to-information, live-to-merchandise, live-to-app, live-to-on-demand and interactive advertising. TV enhancement service increases the user's participation in an interactive manner, expands the relevant information of the program in real time, increases the viscosity of the user's TV program, allows people to regain the pleasure of watching TV, and ensures a high viewing rate of the program. After the television viewer opens the television, he can see not only the TV content, but also can hold a remote controller and enjoy interesting interactions, quizzes, purchases, and browsing with various real-time TV programs. Seeing that advertisements no longer turn boring because of boring, it is to "focus on" the advertisements, use the remote control to participate in the interaction to earn points, and exchange points for various fun gifts.

Big data interactive marketing, effective promotion of ratings

Currently, Huaneng Intelligent EPG's interactive marketing case has covered all program categories such as sports, entertainment, interviews, and any channel: real-time associated advertising push, television advertising identification, and a complete multi-screen framework. In addition to smart TV landing terminals, Huaneng Intelligent EPG service has been deployed to 12 radio and television operators to provide services for 12 provinces of broadcasting and television two-way set-top boxes. Several dozen TV stations, including the entertainment giant “Hunan Satellite TV”, have also reached cooperation with Huan Network for smart EPG program interaction. In addition, there are also many television stations that have put forward relevant cooperation intentions.

Song Ship, Director of Huannet Technology Products Division, said that through live identification and triggered feedback, it is possible to capture the dynamic monitoring and analysis of the ratings of 1,000+ TV stations in real time, and to obtain real-time ratings data and professional ratings indicator algorithms to facilitate real-time analysis. Monitor the user's actual viewing behavior and viewing habits, and dig deeper into user preferences and potential needs.

Enhancing the TV system, breaking the tradition of watching TV, realizing people's interest in dealing with unknown things while watching TV, and the interactive mode, not only has a new cooperative operation model, there are more business models, let More television stations, programmers eager to try, all come to the "smart" family.