Impact Of Video Trends And Market Structure Caused By OTT TV To The Traditional Television Industry

"It was the best of times, it was the worst of times." Dickens’ famous phrase isprobably the best comments to the status of today’s domestic survival and developmentof traditional television industry. Negroponte had predicted in1995:"The key tounderstanding television in the future is the TV no longer looks like today.”OTT TV now make the predictions come true.OTT TV is nothing new, it appearedwith the emergence of public Internet, but the rise of OTT TV in the world formed avery huge threat to traditional television industry, impact traditional TV industry moreprofound,quickly,subversive than digital television,IPTV, online video. Technologicalsuperiority and users accustomed to the changes that it has decided. In the future OTTTV will become a mainstream video format.In this article, OTT TV is defined as: OTT TV is a new form that provided videocontent and services to a wide range of devices with IP addresses through publicbroadband Internet. Its development has brought tremendous impact and influence tothe traditional TV industry. Mainly in:(1)OTT TV changes forces of competition in themarket,make the most extensive variety of forces are involved in this competition,broadcast networks, television, video rental providers, telecom operators, terminalmanufacturers, IT companies, even various operating system vendors are involved.(2)OTT TV brings multi-terminal, multi-channel viewing trends weakened theadvantages of traditional television channels, and shake its dominance in the videoindustry, causing a subscription, advertising revenue, value-added services revenuesplit and chain the reshuffle, a fundamental mode of existence of a challenge to thetraditional broadcasting industry.(3) The development of OTT TV appears to rely onbig data content production, process-oriented platform for traditional TV contentproduction core resources-video content formed a threat, and to promote the existingorganizational structure of traditional broadcasters to re-structure.(4) OTT TV couldrevolutionize the TV usage pattern, the TV is change from "watching TV "to" use theTV". OTT TV is also the traditional way of monitoring the effect of the televisionindustry, promotion marketing, etc., has had an impact and change.Change is continuing. Multi-terminal, intelligent, personalized, and fragmented,interactive, flat, big data, etc., these words descriptive describe some of changes we areexperiencing today, and these factors are closely related with traditional TV. Their change also means that the traditional television industry is also need change, theirdevelopment also means that there will be appears new forms adapt to the newenvironment of video trends, OTT TV is in this under the background of technology andsociety evolved. It changed the media ecosystem. Mainstream traditional television isbeing challenged, mainstream public opinion guiding force is weakened and graduallydecline, if it can’t keep up with the changes, the traditional TV industry to bemarginalized in the video market will most likely be a high probability event. Thus,OTT TV’s development is not only a problem of the television industry, the wholesociety also needs to give attention to it.Facing OTT TV video trends and new market structure, the traditional televisionindustry will not stand still, from the U.S. to Europe and then to China, the traditionalTV industry has begun to find a solution to explore the development of roads and OTTTV integration, to maintain their own " media boss" of the mainstream media position.This paper analyzes the background and development of the core drivers of OTT TV,discusses the impact of video trends OTT TV on traditional TV industry, researchproblems and countermeasures of foreign traditional TV industry OTT TV.Trying tofind to the future development of OTT TV countermeasures Chinese traditionaltelevision industry.I believe in the further we should embrace OTT TV.In general, OTT TV rapiddevelopment in the world, still has limited influence to the traditional TVindustry.However, it’s technical advantage can meet users accustomed changes anddecisions in the future OTT TV will become the mainstream video formats one. In thenext period of time, the TV’s status as the first screen will still continue to follow, butthe dominant position will be accompanied by the development of broadband andintelligent terminals and weakened. If traditional TV industry wants to follow the"Media boss" status, embrace OTT TV brings traditional TV video industry trend is thereality, and it is an inevitable choice. Perhaps, the traditional TV industry is eager tohelp OTT TV Dongfeng to consolidate itself, or emulate abroad, or the introduction of"license" system, China’s OTT TV on a large piece of the cake missing billions are: aclear division of roles, complete industrial chain, effective integration of resources andquality of content. The most traditional television industry needs to do is: one change ofthinking-the system recognizes the advantages and disadvantages of licensing;accelerate the pace of industrialization, the growth of their own strength; gradualsystematic organizational restructuring; create a new evaluation system dissemination of results. Other timely shift in approach-towards content production platform change,develop DVB+OTT mode.