Mr. Liu, a white-collar worker in Zhongguancun, who was living in Wudaokou, added a TV in the next year. However, he did not handle cable TV services. He felt that Internet TV could already meet his basic needs.
The development of Internet TV is prompting more users to disable cable television services, bringing with them the so-called “tethered peopleâ€.
This is particularly true in the US market where technology is at the forefront. Wired magazine believes that the turning point in Internet TV is coming.
Last week, Sony launched Internet TV services in three cities in the United States. The service provides home users with more than 50 channels through the PS Series game console. One day ago, it was reported that Apple is developing a similar service that can be used through Apple TV set-top boxes. At present, many large technology companies in the United States are developing web-based streaming media television technology, and this development is ushering in a new climax.
As you can see, only one of the major sports channels did not cooperate with Sony. CBS, Fox and NBC support Sony's platform. Apple is also trying to introduce more sports content. Previously, sports programming was a major advantage of cable television services in terms of content.
Today, the main difference between cable TV and Internet TV is live content. "Sporting events are the last category of content that attracts viewers to watch TV." Microsoft manager Tony Emerson said. He maintains close cooperation with hundreds of media and cable companies around the world.
Unlike other television content, sports games have a strong timeliness, and viewers want a sense of presence. Emerson made an explanation of himself as an example: "I'm a F1 fan. I'll stay up until 2 o'clock in the morning to see events in the Far East. This is partly because if we do this, my brothers don't have to call. Tell me who is the last winner, and the other part is also because I want to know the result immediately."
Indeed, Internet TV helps people easily watch TV programs on all kinds of devices, whether it is a TV or a mobile phone. You can also choose to watch time more freely. However, due to unwillingness to miss the live sports games, such as the NFL, MLB, NBA and NCAA games, many people still can't get rid of home cable TV services.
In recent years, some sports games will also be broadcast live through the Internet, because this channel can attract a large number of viewers. However, there are restrictions on such webcasts. For example, unless you enter a string of passwords, you won't be able to watch live games for the Olympics online, and only if you order a cable TV service can you get such a password.
However, at present, a series of changes are taking place. For example, the way people get content through cable TV is changing, and Netflix and Amazon PrimeVideo also cultivate the habit of users watching TV through the Internet. As a result, some broadcast television companies have begun to pay attention to Sony-like platforms, and such services are gradually becoming a reality.
"Live broadcasts, especially live sports events, are one of the main reasons for preventing people from 'stinging away'," said Stephen Beck, co-founder of consulting firm cg42. In the past few years, the company has paid close attention to the development of Internet TV. "However, this issue will eventually be resolved."
Sling opens the door to the "line"
The rise of the "Sui-line" movement can be traced back to a service called SlingTV. The developer of Sling is satellite television company Dish, but the service does not use satellites to transmit television signals. Its carrier is the Internet, and the content provided also includes ESPN. Currently ESPN is Disney's main sports channel.
"This is the last straw to suppress the camel," said Emerson. He helped global media and cable companies develop Internet TV services based on the Microsoft Azure cloud computing platform. Emerson found that the attitude of these companies to the Internet has changed significantly. "Once a channel such as ESPN is untied from a cable television system, then many different TV channels are bound, and the basic concept of this cable service will be questioned."
Sony's new service does not provide ESPN and its sister channel ABC. However, other sports channels in the United States have given Sony support. The service provides programs for local CBS, NBC and Fox channels in New York, Chicago and Philadelphia, including regular sports broadcasts. In addition, users can use Sony's services without ordering a cable service, and they only need a PS host and a broadband Internet connection.
At the same time, according to a report from The Wall Street Journal, Apple is negotiating with traditional program providers to provide streaming media services including about 25 channels. The rumored channels include ABC, CBS and Fox. However, NBC was not included in this negotiation. Obviously, Apple and NBC's parent company Comcast are divided.
Comcast's maverick is not surprising. After all, Comcast itself is a cable company. According to a report from the American technology blog 9to5Mac, NBC and Comcast are currently planning to provide autonomous NBC applications on Apple TV, and only users who subscribe to cable television services can use this application. Baker said: "In the end, Comcast hopes to maintain the current model." But need to see that Sony's service has included NBC. Therefore, the situation in the market is constantly changing and there is a crack in the wall.
Changes around Internet TV
There are many reasons for this change. Part of the cooperation between Sling and ESPN is due to Disney’s desire to stop current cable and satellite TV services from skipping advertisements. (Disney has agreed to provide program channels in Dish's internet TV service, and Dish has agreed to limit Hopper's set-top box's ad skip function.) A few years ago, Comcast signed an agreement with regulators in its acquisition of NBC Universal. The company may need to provide NBC programs to other channels than the autonomous cable television service.
However, what is most noteworthy is that people are changing the way they watch television. A study shows that about 7.6 million families in the United States have already disabled cable television services. Dish was initially a satellite television company but is currently transitioning to Internet TV because of the great demand from users. “We have seen that some households only use broadband services,†said SlingTV CEO Roger Lynch. “The trend of the squall line has already emerged and has been going on for several years.â€
Companies such as Comcast also felt similar trends. The cg24 study showed that 53% of cable TV users in the United States stated that they would give up cable TV service if there were other competitive options. Baker said: "If your users are disappointed like traditional cable TV users, then the environment for tech companies to bring about change will be mature."
As the sports league begins to negotiate content cooperation with Internet TV services directly and skips cable and satellite TV providers, this trend will become more apparent. There are currently such cases. Lynch pointed out that recently, the European Golf Tour began to broadcast directly through the Internet.
Coming soon
There is no doubt that if we want everyone to watch television through the Internet, then we still have a long way to go.
There are many things that need to be changed.
Due to the existence of the current content cooperation agreement, certain sports games cannot be broadcast live over the Internet. For example, due to Verizon’s exclusive rights to “Monday Night Football,†SlingTV is unable to broadcast this program on mobile phones. Comcast-like cable companies have reason to stop the development of Internet streaming television, and rumored Apple's streaming media television negotiations is one of the evidence.
In addition, the Internet cannot handle all programs. Microsoft’s Emerson said: “If we offer TV programs in an all-IP way, do you know how much the Internet will be in a short period of time?†The IP protocol is the foundation of streaming TV.
Emerson believes that we do not know what kind of development of Internet TV will be in the next few years, but it is certain that such services will be completely different from the current one.
Conclusion
A series of changes are taking place. For example, the way people get content via cable is changing, and Netflix and Amazon PrimeVideo have also cultivated the habit of users watching TV over the Internet.
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