Since 2023, with the continuous advancement of the "dual governance" work, in addition to the family scene, the hotel scene has also become the focus of governance.
In the development and evolution of the hotel industry in the past few years, TV once became an indispensable core element of guest rooms along with "taking a good bath" and "sleeping well", and even became the criterion for judging star hotels. Coupled with the growth trend of the number of hotels in recent years, for the TV industry, the hotel scene has become an important way to reach users. According to the 2024 China Hotel Industry Development Report, by the end of 2023, there will be 323,000 hotel facilities in China.
But another indisputable fact is that although the TV is the standard equipment in the hotel, it is gradually becoming a "decoration". FIRST, WITH THE DEVELOPMENT OF MOBILE INTERNET, MOBILE PHONES, IPADS AND OTHER DEVICES HAVE SEIZED THE ATTENTION OF USERS; Second, with the development of projection technology, TV is also being reduced to a simple display terminal, and some hotels have begun to provide projectors to replace TV terminals.
Looking into the reasons behind it, in addition to the inevitable distraction of users' attention caused by the diversity of media, their own problems such as poor TV experience are also making users continue to alienate TV.
Previously, some relevant remarks on social platforms such as Zhihu and Weibo can reflect the problems existing in the TV industry: some complain about the poor TV experience of the hotel, and some ask how to turn on and watch live broadcasts.
In the investigation of the State Administration of Radio, Film and Television and other departments, it was also found that the TV system equipment of many hotels and even high-end hotels is old, the operation is complicated, the TV channels are few, and the picture is not clear, which seriously affects the viewing experience of hotel guests. For example, some hotel TVs require up to 11 steps to see the live screen; There are even five-star hotels under the internationally famous wine management group, and the TV in the guest room is still an analog TV system configured more than ten years ago, with a blurry picture and a poor user experience of watching TV.
At present, the chaos and problems of hotel TV,It has attracted the attention of relevant state departments,The governance of hotel TV has also been put on the agenda。 Since 2024, the State Administration of Radio, Film and Television has held meetings one after another to make relevant arrangements for the governance of hotel TV:
On April 16th, the State Administration of Radio and Television, in conjunction with the Ministry of Culture and Tourism and the China Consumers Association, held a national television and telephone conference on the mobilization and deployment of complex hotel TV operations, and the meeting proposed that the primary goal of governance is to realize the start of watching live TV channels, and put forward requirements in terms of TV signal source transmission, video on demand business, ultra-high-definition quality, etc.;
On June 14th, the State Administration of Radio and Television held a national hotel TV operation complex special governance work promotion meeting, and proposed: before the end of June, it is necessary to complete the governance of designated hotels for the national party and government organs, three-star and above hotels, and pilot hotels in pilot provinces and cities; By the end of September, the national hotel governance work will be completed in principle, and all changes should be made within the year.
Under the promotion of the State Administration of Radio, Film and Television, radio and television institutions across the country are taking active actions to further implement the governance of hotel television.
For example, the Beijing Bureau of Radio, Film and Television not only supported Gehua Cable to promote the application of new technologies such as DTMB and Gehua Mint, but also guided Beijing New Media Group to speed up the construction of an IPTV hotel business platform and develop safe and controllable audio and video services. Combined with the optimization and upgrading of the entire ultra-high-definition audiovisual industry chain, the Beijing Municipal Bureau of Commerce also actively promotes the inclusion of TVs in the 2024 subsidy category to encourage the trade-in of green smart consumer goods;
For another example, the Shanghai Bureau of Radio, Film and Television instructed the wine management group to redesign and adjust the TV start-up process and the welcome page according to the governance requirements, and deployed the rectification of each hotel after reporting to the General Administration for review and approval, and at the same time urged the IPTV integration platform operator BesTV to develop and upgrade the IPTV integration platform function, coordinate and track Shanghai Telecom, Shanghai Mobile, and Shanghai Unicom to promote the rectification of the live broadcast function according to the list of pilot hotels, and ensure the smooth operation of the hotel IPTV business during the upgrade and after the upgrade. In addition, it also organized the Oriental Cable Network Company to support the wine management group in formulating a governance work plan, sent special personnel to assist the wine management group that had difficulties in sorting out and filling in the accounts, and fully undertook the hotel TV governance work that is difficult for the operator to confirm.
BesTV's R&D personnel commissioned the IPTV service of Shanghai hotels
At the end of June, when this phased target node arrived, many places also released their own governance results. For example:
The Inner Mongolia Radio and Television Bureau said that it has completed the governance task of three-star and above hotels and conference designated hotels, and has 483 hotels with 63,623 guest rooms;
Beijing Radio and Television Bureau said that Gehua Cable, Beijing Telecom, Beijing Unicom, and Beijing Mobile have completed the TV governance of 711 pilot hotel rooms in the city;
The Shanghai Bureau of Radio, Film and Television has included 1,035 hotels (involving more than 130,000 guest rooms) in the scope of the pilot governance, and has now completed all the pilot tasks;
847 hotels in Yunnan Province have participated in the pilot, of which 546 have completed comprehensive governance, and 231 pilot hotels with mobile OTT services have completed the cancellation of start-up advertisements and the optimization of the welcome homepage.
Guangdong has also completed the full management of 630 task hotels, and has completed the management of 1,029 three-star and above hotels and designated hotels for party and government meetings, with 216,000 rooms.
Inner Mongolia Radio and Television Bureau conducted a survey on hotel television
The end of September is another important time node: the national hotel governance work will be completed. In addition,In order to implement the requirements of the special management of complex hotel TV operation,7month26day,The General Office of the State Administration of Radio and Television, together with the General Office of the Ministry of Commerce and the General Office of the Ministry of Culture and Tourism, issued a notice,Clearly promote the update and upgrade of the old TV system equipment of hotels in the jurisdiction to ultra-high-definition equipment,Improve the people's viewing experience of TV。
In the following 8 months and 9 months, IPTV and cable TV around the country will continue to promote the governance of hotel TV, and the scope of governance will be further expanded, and a round of large-scale hotel TV equipment renewal and trade-in work will be launched across the country.
It is believed that this round of governance work will effectively protect the TV service experience of hotel users,Of course, in addition to governance,All parties in the subsequent development of hotel TV need to make more thinking。
In addition to optimizing TV operations and improving TV clarity, providing differentiated and featured content may be the focus of future efforts. For example, it is combined with the local cultural tourism industry to provide users with travel strategies; Another example is to interconnect with the hotel system and develop smart hotel services, such as controlling the equipment in the hotel room as a central control device and booking various hotel services through TV.
Of course, whether it is the combination of cultural tourism or smart hotel services, it will involve the participation and joint promotion of more subjects, and it is necessary to cultivate users' habits. For these differentiated explorations, the TV industry needs to have continuous innovation and more endurance.
The hotel scene is an important market that cannot be ignored in the TV industry, and under the accelerated competition in the audio-visual industry, TV has become irreplaceable, and it has no strength to continue to "lie flat". It's time for a real breakthrough journey of "thinking, cognition, technology"!
And what are the breakthrough points of hotel TV? How should the TV industry improve user experience and upgrade services? Focusing on these questions, from October 31 to November 1, 2024, at the "Nanning Discussion and the 28th Intelligent Audio-visual and Technological Innovation Industry Forum" jointly organized by Streaming Media Network and Guangxi Radio and Television New Media, there will be special discussions to interpret the new policy trends and grasp the new trends of the industry, so stay tuned!