The rapid development of the Internet and the increasing participation of the Internet in traditional industries have caused traditional industries to be deeply affected by the Internet. The background of the Internet era makes companies pay more attention to user experience and content, which drives the transformation of the content and terminal system of the traditional TV industry. As a result, many new audiovisual media have emerged. In this, in addition to the online video we are used to hearing, OTT TV and IPTV are also constantly entering everyone's field of vision. What the hell are OTT TV and IPTV? What changes has the Internet brought to our audiovisual industry today?

        1. Concept differentiation

       OTT TV: The abbreviation of “Over The Top TV” is based on the public Internet as the transmission medium, and a TV set with a specific number bound to the network access function is used as the output terminal. The integrated broadcast control platform approved by the department (currently the State Administration of Press, Publication, Radio, Film and Television, referred to as the State Administration of Radio, Film and Television, the same below) to provide users nationwide with content services based on video-on-demand and graphic information services and other related value-added business services TV terminal. It means to provide services on the network, emphasizing the irrelevance of services to the physical network.

       The word Over the Top comes from sports such as basketball and means "over the top pass".

       Digital TV: It is an end-to-end system that digitally processes signals from program collection, program production, program transmission to the user end, and is based on DVB technical standards "broadcast" and "interactive" digital television.

       Interactive Internet TV (IPTV): It is a technology that uses broadband networks to integrate Internet, multimedia, and communications technologies to provide home users with a variety of interactive services, including digital TV.

       Smart TV: It is a TV product that has a fully open platform and an operating system. While enjoying ordinary TV content, users can install and uninstall various application software by themselves, and continue to expand and upgrade their functions.

       2. What is the difference between OTT TV and IPTV?

       1). In terms of business operation platform, the main body of OTT TV business operation is provided by 7 Internet integration platform licensees. Operators do not participate in the operation, and resources are transmitted to the terminal through the operator's bandwidth. After the user leases the operator's broadband service, the OTT service will no longer bring other benefits to the telecom operator.

       IPTV operators are all telecom operators (Telecom, China Unicom, etc.), which are value-added telecom services that are led by telecom operators to watch video programs on private networks through home broadband.

       2). In terms of content providers, content providers are the most important manifestation of the so-called "OTT" of Internet TV. Different content providers, including film and television companies, TV stations, and Internet video websites, together form a rich content system for Internet TV. At present, due to policy restrictions, the operation of IPTV and OTT TV requires relevant licenses issued by relevant departments.

       The content provider of OTT TV consists of two licenses for integrated broadcast control and content service. Because of the transmission through the public Internet, there is no transmission license. Integrated Broadcasting Control is one of the 7 major licensees, and the content service license is now 14 licenses, all of which are issued by the General Administration. There are 7 companies including Huashu, Bestlink, and Southern Media.

       The IPTV business is a cooperation between TV stations and communication operators, and requires a combination of content service licenses, integrated broadcast control licenses, and transmission service licenses. Among them, the content service licenses are CCTV and Shanghai TV stations nationwide, and provincial TV stations are local ones; integration Broadcast Control is a joint venture established by BesTV and CCTV authorized by CCTV. Fall in Love Media. The transmission service license is currently China Telecom and China Unicom. Mobile is actively applying. Currently, the IPTV content provider licenses include Shanghai Media, CCTV International, Southern Media, International Radio, etc.

      Content service license provider: Refers to an organization that has obtained the approval of the State Administration of Radio, Film and Television (now the State Administration of Press, Publication, Radio, Film and Television) and holds an "Internet TV Content Service" license.

      Integrated business license provider: refers to an organization that has obtained the approval of the State Administration of Radio, Film and Television (now the State Administration of Press, Publication, Radio, Film and Television) and holds an "Internet integrated business service" license.

       3). The difference between terminals IPTV is a video service carried out by telecom operators through IP private networks and dedicated IPTV set-top boxes. The display terminal is usually a TV. Since IPTV set-top boxes generally can only be connected to a dedicated service network, they can only access the platform film library, and cannot access the public Internet, and their openness and operability are restricted.

      OTT TV is a video service carried out through the public Internet. The terminal is an OTT set-top box + display (TV, computer, iPad, mobile phone, etc.), and the set-top box can even be placed in a TV. At present, the more popular mainstream set-top boxes are basically the cooperation between hardware manufacturers and seven licensees that have obtained licenses to launch smart set-top boxes that bind services and hardware. It is open and can access Internet services.

      4). Comparison of content service forms. OTT TV supports 30-minute delayed review, video on demand, carousel, value-added services, and online applications on the Internet. The definition of the video is mainly high-definition (720p and 1080p). ★Excluding live broadcast

      IPTV supports 100-channel live broadcast and 7-day review, video-on-demand, time shift, and some value-added services. The video definition is mainly high and standard definition.

      5). From the perspective of the industrial form of new TV media, the content presents different services in the dissemination of different network channel providers. As far as IPTV and OTT are concerned, they are essentially TV services based on IP networks. Their future business forms are also becoming more and more similar, and they are separated from each other by different operating entities, transmission paths, industrial environments and control policies.

      From the perspective of future development trends, the two achieve the same goal by different routes, and their differences and operational capabilities determine the market shares of their respective businesses.