Compared with the continuous development of 4K TV, the development of 4K content seems to be a bit slow, and even a little bit behind the popularization of 4K TV. But starting in 2017, the development of 4K content seems to be getting better.
The lack of 4K content is universalThe lack of content has always been regarded by the industry as one of the obstacles to the development of the 4K industry. In 2015, the domestic 4K market content demand was about 30,000 hours, but the actual content available for users to enjoy is less than 300 hours, and only about 30 Hollywood movies internationally support 4K technology. How to solve the embarrassment of buying a 4K TV but not having 4K content has become an important part of continuing to promote the development of the 4K industry.
"The lack of 4K content is universal, and it is the same everywhere in the world." Wu Yi, the founder and chairman of 4K Garden, told a reporter from China Electronics News. In his opinion, there are three main reasons for the lack of 4K content: First, the terminal display equipment was not popular enough in the past few years, and the 4K TV market penetration rate was close to 60% until the end of 2017; the second is that the previous bandwidth was not enough to support 4K content. In the past, the national average bandwidth was lower than 10MB/s, which was far from reaching the requirements for 4K content playback; third, the 4K content commercial chain has not yet been established, and the production of 4K content is time-consuming and labor-intensive, and the capital investment is large, but there is no response to the return of benefits. , So it can’t attract more content producers to join 4K content production.
Wu Yi believes that due to the above reasons, early 4K content was only used for the display of 4K TV effects, rather than being consumed as a cultural product of film and television.
Due to the lack of true 4K content, 4K TV has become an "empty shell". In order to alleviate the urgent need, some "pseudo 4K film sources", such as 2.5K or even 1080p content film sources are labeled 4K, dominating the 4K TV screen. Regarding the "Lee Ghost" of 4K content, 4K Garden COO Li Hongbing has publicly stated that fake 4K content will not only give consumers a poor user experience, but will also disrupt the healthy operation of the 4K content market.
Promote the development of 4K content cardiotonicToday, the industry believes that there are basically solutions to the external factors that cause the lack of 4K content. For example, with the improvement and popularization of 4K video cameras, the quality of content production equipment has been significantly improved; the "cloud" of 4K content rendering also provides a solution for the lower efficiency of 4K content post-production; and the gradual increase in network speed and fee reduction Promotion has alleviated the urgent need for network speed for 4K content transmission. In addition, the consumption habits of domestic people accustomed to appreciating free content, a factor that restricts the development of 4K content, has also been improving. Wu Yi revealed that as members of various video platforms increase and consumers' willingness to pay for favorite programs increases, the membership growth of 4K paid programs is expected to accelerate accordingly.
In addition, in response to the development of digital creative content and services, the State Council, the Ministry of Industry and Information Technology, the State Administration of Press, Publication, Radio, Film and Television and governments at all levels have all released favorable policy signals: Guiding Opinions, the Ministry of Industry and Information Technology formulated the “Ultra HD Video Industry Development Action Plan (2018-2022)â€, and the State Administration of Press, Publication, Radio, Film and Television issued the “Notice of the State Administration of Press, Publication, Radio, Film and Television on Regulating and Promoting the Development of 4K Ultra HD TV†. As an experimental pioneer, Guangdong Province has successively formulated "4K TV Network and Industry Development Implementation Plan (2017-2020)" and "Implementation Plan on Launching New Digital Home Actions to Promote 4K TV Network Application and Industrial Development" and other documents to promote Guangdong Provincial 4K ultra-high-definition industry development.
Beginning in 2017, good news about the improvement of external conditions and policies have been spread frequently. The development of 4K content is vigorous. The rapid development of the 4K industry has attracted CCTV, Shanghai Gangju, Zhujiang Digital, 4K Garden, Guangdong TV, Zhujiang Film and Television, etc. "Masters" in the industry are involved in the 4K content field: introducing 4K content, running 4K content self-made platforms, launching 4K channels, preparing 4K content; it can be said that each has shown its abilities in promoting the development of 4K content.
4K content will finally bloomAt the end of 2017, with the efforts of Shanghai Gangju and other units, the US's first 4K ultra-high-definition program 4KUniverse landed in China. From then on, ordinary people in China can watch the excellent 4K programs of the United States. Gu Chunlin, chairman and CEO of Shanghai Gangju Information Technology Co., Ltd., told the reporter of China Electronics News that the 4K program sources introduced by 4KUniverse include movies, TV series, sports, variety shows, scenery films, documentaries, music, fashion, etc. A total of more than 200 hours of programs of various types will be broadcast on major TV stations and related platforms. In addition, Gu Chunlin also revealed that plans to introduce related content will continue in the future, and the program duration goal in 2018 will be increased to 500 hours.
Among the many 4K content producers, 4K Garden is one of the best in China. 4K Garden adds more than 300 hours of real 4K homemade and co-produced programs every month, establishing the largest 4K resource library in China. Wu Yi revealed that with the improvement of hardware and the encouragement of policies, the production plan for the 4K garden in 2018 has been determined to reach 3000 hours. In addition, for 4K content production, 4K Garden also cooperates with Huawei and Alibaba Cloud to strive to improve 4K content cloud transcoding and cloud transmission to improve the efficiency of 4K content production.
4K has not only made great achievements in content introduction and production, but also the construction of 4K content platform is also in progress. On December 23, 2017, Guangdong 4K ultra-high-definition TV was broadcast on trial, becoming the first 4K trial channel in China. The person in charge of the Guangdong Radio and Television Station told the reporter of China Electronics News that since the launch of the trial broadcast of 4K ultra-high-definition television, the overall safety and smoothness of the program has exceeded 1,800 hours via the cable TV network and IPTV broadcast control platform. The trial broadcast in the past three months fully tested the technical construction of the trial channel, the allocation of program resources, the work flow and the signal format standards, and the preliminary experience of 4K production and broadcasting operations was obtained.
In addition, the person in charge of Guangdong Radio and Television Station also revealed the "small goals" of Guangdong Radio and Television Station's 4K content production in 2018: The 4K projects that have been approved in the station include "National Music Grand Ceremony", "Chinese Music Master", and "Mysterious God Grass". (Second Season), "Tong Hai Yi Road", "Guangdong-Hong Kong-Macao Greater Bay Area", "Thirteen Lines", "Let's Travel Together" and many other types of programs. It is estimated that by the end of 2018, Guangdong Radio and Television Station will be able to produce 1000-1500 hours of 4K programs. To ensure the quality of these programs, Guangdong Radio and Television will also cooperate with powerful organizations such as the BBC and 4K Garden to produce 4K.
And 4K TV set-top boxes, which were one step earlier than TV stations, also have a better content reserve and mass base. At the end of 2016, the 4K smart TV platform independently developed by Zhujiang Digital Group was officially launched. Currently, the platform has covered nearly 250,000 household users in Guangzhou. The platform has also achieved daily updates of 4K content, with a monthly update volume of about 250 hours. According to the person in charge of the 4K team of Zhujiang Digital Group, in terms of content, Zhujiang Digital cooperates with outstanding suppliers such as Hanshi, 4K Garden, China TV Network, Apocalypse Hainer, Shanghai Media, China Broadcasting and Television, and the current 4K content of Zhujiang Digital is true. Approximately 1,800 hours, covering three types of programs: movies, TV series, and documentary.
Regarding the new model of 4K program production, sales and industrial operation, all parties are also actively exploring. According to Guangdong Radio and Television Station, in response to the above problems, Guangdong Radio and Television Station is cooperating in-depth with content providers such as 4K Garden and Tencent, and is committed to forming a production, sales and industrial operation model with 4K characteristics. As a content platform, Pearl River Digital stated that its future goal is to promote the establishment and development of compatible and adaptive playback functions of different 4K program source video formats in the front-end system.
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