Key words: IPTV; OTT TV business; development status; trend
The IPTV business originated in 2005. At present, this TV business has achieved good development performance and can provide clear TV videos for a large number of audiences. The OTT TV business ushered in a new development opportunity in 2011, integrating TV and the Internet, thus forming an Internet TV service model, and products such as LeTV boxes, smart TVs, and cloud TVs were born one after another. This article will introduce the development status of IPTV and OTT TV services respectively, and systematically discuss the development trend of these two services.
1. Status quo of IPTV and OTT TV business development
The main display terminal of the IPTV service is a TV, which is mainly converted by means of a set-top box or digital equipment (the equipment must have good video and audio decoding capabilities), and at the same time, controlled by a remote control. On the IP network of this service, the service interactive multimedia has QoS/QoE functions, and the security, reliability and interactivity are extremely good. In 2010, the IPTV business developed more rapidly, gradually formed a mature technical standard, and the user scale continued to expand. In 2012, the number of IPTV business users has reached 20 million. At the same time, IPTV business has also been upgraded to the core strategic business of China's broadband business. At present, the RTSP mode content coding of IPTV service is the most commonly used H.264 CBR coding, which can provide sufficient guarantee for video quality and can be used in on-demand, live broadcast and scenes with a large amount of exercise. The RTSP mode of IPTV service has a constant high-definition bit rate of 8 to 10 Mbit/s, and a constant bit rate of SD between 1.3 and 2.5 Mbit/s. This service needs a dedicated server in the content transmission work, and the implementation process is relatively complicated. The quality requirements are very high, especially for picture jitter, bandwidth and delay. From the perspective of service quality, the RTSP mode of IPTV business has quality assurance and high timeliness; from the perspective of service function, the RTSP mode of IPTV business can support comprehensive on-demand and live broadcast.
OTT TV's HTTP method content encoding is the most commonly used H.264 VBR encoding, which usually uses low bit rate to improve clarity, and is not suitable for live broadcast. At present, the average high-definition code rate of OTT TV service HTTP is 1.3 Mbit/s, with a peak value of 4 to 5 Mbit/s; the average standard-definition code rate is 800 kbit/s, with a peak value of 2 Mbit/s. The HTTP method of the OTT TV service needs the help of a server in the content transmission work, the implementation process is very simple, and the requirements for network quality are relatively low, including the requirements for picture jitter, bandwidth and delay. From the perspective of service quality, the HTTP method of OTT TV service has no quality guarantee, and buffer playback software needs to be downloaded; from the perspective of service function, the HTTP method of OTT TV service is suitable for on-demand broadcasting.
2. Development trend of IPTV and OTT TV services
2.1 Diversification of service content
Because the majority of users' demand for TV terminals is not only to watch videos, but also hope to obtain multiple composite function services (value-added service services). Value-added services are not only conducive to meeting the potential needs of users and improving user satisfaction, but also to continuously innovate service content and launch various value-added applications to form diversified service content. In addition, because users have put forward higher requirements for the TV service system and program broadcast quality, in order to avoid TV program jamming and screen jitter during broadcasting, and reduce the negative impact of special weather on the TV system, the following The most important thing is the rapid promotion of high-definition set-top boxes. At present, mainstream IPTV service providers all use 4K high-definition set-top boxes, and high-definition video has risen to become the video main body of IPTV business and OTT TV business. In addition, the national triple network integration work endows TV, mobile phone and Pad with multi-screen interactive functions, builds a triple play system, and effectively strengthens the interaction between users and TV video programs.
2.2 Application platform networking
In the information age of the 21st century, the IPTV service and OTT TV service application platform has stepped into the network, which can realize the rapid development of value-added services, perform unified service management on multiple terminals, introduce rapid application technology, and optimize the integrated service of the entire network Function. Moreover, the networked platform can support various terminals, multiple encoding formats, and multiple streaming media, making the streaming media system run more efficiently.
2.3 Video HD
Under the competitive pressure of increasing high-definition content of online video, IPTV high-definition services drive the continuous improvement of broadband speed, user bandwidth generally reaches more than 100M, and the cost of high-definition set-top boxes continues to decline. This also provides the basic conditions for the development of TV video services. Here In the background, IPTV and OTT TV service providers are constantly enriching high-definition video content. In the future, high-definition video will become the main body of IPTV and OTT TV video. The streaming media service system of the video service will evolve in the direction of integration. Support access to various terminals, support analysis of multiple encoding formats and multiple streaming media control protocols, and introduce cloud computing technology to reduce content storage costs, so that the streaming media service system can provide more flexible and powerful functions support. The fusion technology of video services is rapidly evolving towards multi-screen interaction. Single-screen video service technology evolves to multi-screen video seamless switching technology, realizes multi-screen business control and interactive technology, and provides video business services anytime, anywhere.
2.4 Diversification of application market
Whether it is IPTV business or OTT TV business, the application market is obviously showing a trend of diversification, and the types of services are also increasing. The so-called "app market" specifically refers to an electronic application store that provides game and application download services for mobile devices such as mobile phones, tablets, and laptops. Moreover, the application market is roughly divided into the Android application market and the App Store (for ios systems). At present, the App Store is mainly distributed in list, search, external referral and recommendation, etc. According to the survey, the distribution volume of list and search is the highest. In addition, the current common promotion methods to improve search exposure and ranking include credit wall (enabling an incentive mechanism to mobilize users' interest in downloading, and ultimately achieve the goal of ranking), ASO (app store optimization) and comment optimization. Secondly, the current domestic mainstream Android application markets include Baidu Mobile Assistant, 360 Mobile Assistant, Xiaomi Application Market, Mobile Apps and Pea Pods. At the same time, most third-party Android application markets not only have paid promotion methods such as payment according to activation (CPA), payment according to location (CPT), and payment according to position bidding position (CPD), but also have first launch, exchange volume and mutual promotion. , new product recommendations, special topics, etc. It cannot be ignored that the competitive situation is quite intense because of the limited advertising space occupied by all application markets. At present, various service providers regularly update the tariff service content of IPTV business and OTT TV business. ) and other paid promotion methods to expand the influence of the application market, and correspondingly improve the title, video, screenshot, content, description, keywords and comments of the TV business to effectively increase the influence of the application market. In addition, in the process of app store title optimization and keyword improvement, the service provider selected advanced optimization software such as Appcodes and Radar, and by arranging and combining 100-word keyword searches, the top 50 keywords can cover 730 Keywords, there are 200 keywords ranking in the top 10.
3. Conclusion
To sum up, to fully optimize the IPTV and OTT TV business management system and promote the development of these two services, it is necessary to vigorously innovate the content of video service services, build a networked application platform, realize the rapid development of value-added services, and unify multiple terminals. Service management, introducing rapid application technology, optimizing the integrated service functions of the entire network, and creating a diversified application market.
