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或许是对开放的渴望,或许是想师夷长技以制夷,于是从GOOGLE TV到Android,中国的电视产业似乎开始了一场新的洋务运 动。言必智能,动辄安迪。似乎电视的光明大道就已触手可及。

但个人觉得现在这种思路似乎有点偏,在互联网电视这个新产业的定义中,大家都过渡关注了互联网这个词性,而忽视了电视,个人认为,在互联网电视产业中电视是核心,互联网只是手段、思路。切不可本末倒置。

一、电视的进化推力:

第一阶段:传统电视,不考虑用户的需求,按照自己的思路在向用户宣讲电视,用户没有选择权。于是用户渴求自由。

第二阶段:电视从单向进化到双向,包括IPTV也在市场上开始受到用户的认可,那是因为他解放了用户的时间,用户可以享受到了一定程度的自由。即时间成本的自由。

第三阶段:电视形态的丰富多元,互联网电视受到用户追捧的原因,是因为用户潜意识认为互联网电视能通过和互联网的接轨,实现在内容上更大范围的自主选择,多元丰富,达到用户心目中的内容自由。

但,这里的自由并不一定代表完全的开放,并不是说把用户置身于互联网的信息海洋中就算是自由,而是要通过对内容的组织满足用户心目中的自由,即第一时间满足其所需求,而这个哪怕是在封闭平台中也可以达到,核心是高效及时性的运营。其终极目标是针对性的内容精准推送。

二、互联网电视的互联网本质

现在的IPTV、互联网电视等新媒体产业的主要矛盾是国家对意识形态的管理和用户日益增长的娱乐需求间的矛盾。

但这个矛盾的解决并不一定是以所谓的电视互联网化为唯一解决方法的,互联网的本质是研究用户,高效快速的满足用户的需求和不断创新,或者说缩短用户需要和提供间的时间.互联网企业不能与时俱进就要被激烈的竞争所淘汰,危机意识迫使互联网逐步成长,而这是目前的产业所欠缺的,都想着是我给,而不考虑给的是否合适.互联网企业为自己赢得生存的空间和形成差异优势。这个其实就是一个高效反馈,及时呈现的过程。。

因此,所谓的内容的多元丰富,其实就是投其所好。互联网电视,也是如此,研究用户从而让用户得到内容自由的体验。

专业主体内容加上互联网内容的人为筛选,有效贴近用户,主体内容引导思想,互联网内容体现互联网精神,在人为安排下从而让用户得到内容自由的体验感。

而在这方面,其实我们的运营者尚有很大的潜力可挖,只是因为现在的运营商都太庞大了,船大难掉头,在业务效率上难以向互联网企业靠拢,因为后者的快速反应关系其生存。所以,现在的新媒体产业,不要总是觉得是自己的技术差异,而是要看看,自己是否已经把现有的东西作好了的,即所谓先内圣后外王。

在这方面,推荐杨景教授的一篇演讲, 从传播的角度来看互联网电视的发展

 http://otv.lmtw.com/vp/201011/60800_2.ht… 说的非常透彻.

三、Android不是智能电视的救世主

Android在智能手机上的火爆不代表在电视机上也可以再塑辉煌。毕竟手机屏和电视屏是完全不同的两个使用环境。要考虑两屏的差异,来指导业务。 任何想把个性化业务变为公共性的服务的转移都不靠谱。

手机屏的特色在于操作方便,(近距离)可以碎片化利用时间。

电视屏则有其固定的操作方式,(远距离)消费时间是固定且持续的。

Android的应用商店模式,满足了用户多元化的需求,但用户是以便捷的操作和零碎的时间来运作的,而一个电视机用户在电视机前的时间是有限的,不会流连于无限业务的选择。

从商业角度来说,手机应用商店有庞大的用户基数和便捷的支付通道,因此对于开发者而言,有其商业利益点。而电视应用商店所面临的环境是完全不同的,这对于开发者而言,缺乏利益驱动。

从开发难度和业务呈现角度来说,电视屏和手机屏也不一样。

Android 是一种创新,而对于互联网电视来说,我们学的可能不是简单的照搬,而是要学习Android所带给我们的思路创新以及把握它所带给用户的体验习惯。对于用户来说,他不关心最终的技术,只关心他所得,因此我们不必过渡迷信 Android,可以学习Android的布局方式和体验创新,为用户制造一个看似可以无限满足的场景,满足其心理需求。

Android不是智能电视的救世主,只是新产品的技术手段,不可过度迷信,还得适才而用.

一些陆陆续续的想法,尚不太系统,且先整理出来和业内共享,希望能对产业发展有所借鉴.


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