Yesterday (August 8th), after completing a new round of financing plan for Mango TV, Mango TV, the Internet TV platform of Hunan Radio and Television, released the new generation of smart TV operating system Mango MUI. In terms of mango, the Mango TV is an independent TV brand of Hunan TV, which marks the official entry of Mango TV into the field of intelligent hardware.
Mango TV CEO Ding Cheng said that Mango TV as a content platform, the final is inseparable from the terminal, so Mango TV must do hardware, "it is not fast enough now."
Mango TV is the only Internet video platform of Hunan Radio and Television. Its actual operating company, Happy Sunshine, was established in May 2006. The chairman of the board is Nie Mei, deputy director of Hunan Radio and Television. In June 2015, Mango TV completed the A round of financing, which was valued at 7 billion yuan. In June 2016, Mango TV completed a 1.5 billion B round of financing with a valuation of about 13.5 billion yuan.
Previously, Mango TV has been implementing the "inside" strategy, that is, instead of producing hardware, it has worked with a number of hardware vendors to incorporate its own content into the products of various partners. Lu Huanbin, director of Hunan Radio and Television Station, introduced at the 3rd China Network Audiovisual Conference that Mango TV has cooperated with more than 40 companies including Samsung, Philips, TCL, Skyworth, Changhong and Huawei, and has 16 million users.
Mango TV CTO Huang Dong introduced to Caixin reporter in March. As early as more than a year ago, Mango TV discussed whether to do intelligent hardware. I even saw the opportunity of VR half a year ago. At present, Mango TV has established a dedicated R&D team.
The MUI operating system was defined by Mango TV as the pioneer of smart hardware. Introduction of Mango TV, MUI is based on the TVOS design of broadcasting and TV, and follows the open principle. It can be used not only for all kinds of smart set-top boxes and TV sets, but also for cooperation with various manufacturers to produce and sell; the content may not be limited to Hunan Satellite TV and Mango. TV platform, but welcome all major legal video software, video sites to enter free.
As for the hardware level, Mango TV has already cooperated with traditional home appliance manufacturer Skyworth to produce mango brand-owned smart TV. It is expected that at least two products will be available at the end of this year.
Ding Cheng introduced that the self-owned brand smart TV was researched and designed by the dedicated team of Mango TV, and Skyworth was responsible for production and manufacturing. In the future, Mango TV will expand its partners, whether it is production, manufacturing or sales.
"We will not fight the price of the existing Internet TV on the market, we must hold high and play high, and give full play to the content advantage and brand advantage of Mango TV." In Ding Cheng's view, mango is still profitable in hardware, but the core is through " Terminal + content "implements communication with users.
Yin Jianyong, a senior practitioner of radio and television, believes that this strategy is correct from a pure content platform to intelligent hardware. For the content platform, intelligent hardware is actually gaining more access for itself, gaining more users, operating users on the basis of owning users, and providing users with multiple services. This also shows that Mango TV has gone through the development stage of turning TV viewers into Internet content platform users, and began to operate users like Internet companies. As for the smart hardware of Mango TV, it depends on its execution.
Mango TV began to make its own brand TV, and will face high competition from traditional home appliance manufacturers and emerging Internet TV manufacturers in the market. How to deal with the competition between the parties has become the focus of the market.
On the occasion of entering the hardware, Ding Cheng once again stressed the importance of the production of its own content. He also said that to be a platform is not only an investment, but also to find their own profit model, in order to develop healthily. Mango TV has been exploring a variety of profitable methods such as mobile phones, IPTV, and big screens. Currently, the proportion of advertising and other profitable methods is 1:1. However, Mango TV did not disclose the specific income and profit scale.
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