On December 1st, the 5th China Internet Audiovisual Conference Professional Forum, titled "Internet TV Industry Summit Forum: TV New Value," kicked off at the Chengdu Century City International Conference Center. Wang Jianping, an editor from CIBN Internet Television, was invited to speak at the event and delivered a speech titled *"Three Supports for Hardware, Content, and Services to Explore the Future of Big Screen."*
The forum brought together industry leaders, experts, and professionals to discuss the evolving landscape of internet television and its potential in shaping the future of the big screen. Wang’s presentation emphasized the importance of building a stable infrastructure that supports hardware, content, and services to enhance user experience and meet growing consumer demands.
As media convergence accelerated in 2017, cross-industry integration became a key trend. With breakthroughs in technologies such as 5G, the Internet of Things, and artificial intelligence, the living room economy emerged as a new area of interest. As an OTT license operator, CIBN Internet TV has taken on the responsibility of maintaining control and promoting open collaboration. Over the years, it has developed an operational model centered around content aggregation, channel aggregation, and terminal aggregation to deliver value to users and build a strong platform.
Looking ahead, the development of TV screens is undergoing significant changes. The establishment of a robust architecture that supports hardware, content, and services will be a core goal in improving user satisfaction. CIBN aims to create an open platform that deepens content offerings and enhances service delivery, exploring new possibilities for the big screen.
In the era of the smart internet, the integration of software and hardware has become a major industry trend. Users, terminals, and content are now being operated in an integrated manner. User-generated content, combined with big data analysis, plays a crucial role in shaping content creation. Smart terminals are increasingly becoming platforms for delivering internet-based services. Apple's success, for example, stems from its deep understanding of this integration, where software and hardware work in harmony.
Microsoft and Lenovo have also embraced this approach, shifting their focus from product-centric models to user-centric strategies. This shift reflects the growing importance of combining hardware, software, and cloud services to meet evolving user needs.
CIBN Internet TV, as the exclusive operator of Guangdong, has been actively building its own hardware products since 2015. Over the past three years, it has developed its own brand of hardware, including innovative products like mini projectors, laser TVs, and versatile remote controls that connect to smart home devices. These efforts aim to establish a smart home ecosystem centered around the living room.
Through data analysis, CIBN found that while only 5% of users download its software, 25% use set-top boxes, and over 50% access content through smart TV integrated machines. This insight underscores the importance of entering the hardware market to better manage and control operations, while also building an internet service platform to increase user engagement.
To meet the diverse needs of users, CIBN focuses on both head content and market segmentation. It ensures that content meets the needs of families ("more people and one screen") while also catering to individual preferences through personalized services. This approach helps expand the content field and opens up new opportunities in the market.
CIBN's content strategy emphasizes global vision, professional quality, and cultural positioning. It collaborates with various partners to provide high-quality content, including news, dramas, variety shows, and more. Recently, CIBN launched two flagship projects: the TV series *Partner*, which highlights young entrepreneurship, and the variety show *Signing Singer*, which celebrates Chinese music history.
Additionally, CIBN has developed specialized content segments such as International News, Oriental Theatre, and CIBN Zen Culture to meet the unique needs of different audiences. By fostering online and offline interactions, it builds user communities and expands into vertical markets through content-driven strategies.
CIBN also focuses on international collaborations, such as the "Belt and Road" documentary distribution platform, which promotes national documentaries across 20 countries. It also hosts events like the Dongshan Reality Image Conference to incubate high-quality global documentaries.
In terms of services, CIBN is moving beyond traditional content delivery by integrating e-commerce, gaming, education, health, and other services onto the big screen. For instance, its e-commerce platform, *CIBN Global Buying*, combines TV shopping with e-commerce advantages, achieving significant revenue growth. Its health service, supported by the National Health and Family Planning Commission, aims to provide real healthcare solutions to millions of users.
Ultimately, CIBN continues to innovate and explore new business models, ensuring that hardware, content, and services work together to support sustainable growth and meet the evolving needs of the family.
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