CCTV5 joined Le Ma Guoli, and CCTV-non-competition sports, CCTV sports, horse power-IT information

On April 2, music video sports Vice Chairman Ma Guoli yesterday formally joined sports served as Deputy Chairman. Ma Guoli at today′s event, said his last contact with sports and other Internet companies for a very long time.

"I have a very clear feeling that these two are not a system. I use the context is different, television stations said, the Internet is the Internet said. ”

Said Ma Guoli, the outside world think CCTV′s sports and music as the sport is competition, in fact, the two did not see each other competitors, this is out of view, they are not at the level of thinking and development.

Ma Guoli points out that television, mainly on account of content distribution, and depending on the sport, just a "halfway houses" are standing in the middle of a connected users. TV, content is the end user, at most link ad "halfway houses".

"At this stage of China′s sports industry, sports associations and various Internet companies, the possibility of cooperation will be even greater. "Ma Guoli said, it is recommended that television and the Internet to find symbiotic way.

Statistics show that Ma Guoli in sports circles, "the Godfather," said. Ma Guoli was the founder of CCTV′s sports channel worked, Chief Executive of Beijing Olympic Games broadcast. Ma Guoli was fought within the system, and grow together with China′s sports TV .

On April 1, 2016, invited by the music video sports founder and CEO Lei Zhenjian, former Ma Guoli, Chairman of infront China Sports Deputy Chairman, in charge of sports.

Following is a sports Vice Chairman Ma Guoli speeches:

Yesterday, I was just happy as sports entry, just to be here today to share with you about my "platform" cognition, is a great honour.

Just as speaker has said, the technology is the Foundation of all development, and platform is precisely based on technological development. From the perspective of sports media and sports industries, we have experienced different development stages of the television platform, the Internet platform.

First of all, we take a look at the TV platform. TV platform has a feature, is the platform is greater than man. Of course, when CCTV sports channel was gathered a large number of very good people that otherwise would not do this.

But at a certain stage platform must be greater than people, because it is the need for stability. This is a strength, weaknesses are usually platform than people, platform say much more than what people say, this platform will naturally lack of innovation.

This is so all over the world. But in developed countries, due to the characteristics of the entire market, television is in the midst of the market, so to keep the power of innovation in the market, to keep moving forward. Therefore, foreign TV than on domestic TV, innovation much longer.

In our country, as the policy and institutional reasons, many non-market factors, causes and user communication is not direct. You like our country to pay-television and why he always failed to grow, is the reason why some policies and mechanisms.

Direct impact is that television and so far more than 90% source of income is advertising, which determines your TV must be based on the ratings for the King, all changes must be based on the ratings, because the ratings on behalf of revenue.

I say pay TV window is very short, actually I personally think is not likely to have any charges on the TV platform. This sport, for the development of Chinese sports, and it was great.

Sports organizers is the biggest revenue broadcasting rights and broadcast rights, I give you so much money, as the TV stations want to buy I have to sell, and sell if there is only one source of income, its growth is very limited. Advertising, even as the World Cup could increase 10 times, it is also impossible to 100 times.

So, the organizers of sports events in China, you can′t count on TV very, very high price.

I remember 02/03, Micheal Pen when the International Olympic Committee, we have had a dialogue. He was complaining that your CCTV royalties out of the Olympic Games is too low. I told him, in fact, as a Director of sport center, CCTV, I am willing to pay. Because I had a high price, I the status of sports all over the world will be able to improve.

Like the United States NBC, why he can adjust the time in the Olympics, because he is out of money, but I do not have this power, CCTV has been done now. Should be said that the International Olympic Committee and FIFA on the China Central television will no longer have much to complain. But as other races, is still very influential in this regard.

We′ll talk about next, the Internet platform, Communication. This technology, Internet technology is bi-directional, bi-directional, became more in many cases, you and me, it′s you and me, he and I ... ... Multidirectional technologies allow exchanges on an equal footing. Caused by the equal exchange "platform", we now say that platform, in fact, I think the word platform is no longer sufficient to describe the Internet.

So there was a lot of such as scenario, the entire value chain, especially as TV plus ecology. Two years ago, I also feel that these words are unfamiliar. But you think about it, what do you use words to accurately describe the characteristics of the Internet? Is indeed difficult.

Eco, the scene may be relatively better. Ecology, the scenario is people-centred, the Internet all contact is one of the people, including users, creators, contributors, managers, he is here, he is open.

In the past few years, development in China, why the Internet is so fast, it is important that, just because he is open. Especially in the mobile Internet appears, this is only about 3 to 5 years of time.

IPhone is probably in 07 and 08, it appears as the iconic products of the Smartphone. Then in the last three or four years, the entire transmission speed, bandwidth, great changes have taken place. So, now in terms of mobile Internet in the sport, I′ve been saying, move the side gets the world. Because, of course, as I age, I need TV.

But watch TV, how long do you use? Four hours a day? This is a long, long time. Mobile phones, all of you, an average of half an hour you have to see it again. Mobile phone from the mobile terminal, into each individual into society, is very important portal and tools, so it became a very large space. The demand for content, platforms and television are not the same, it gives you a very, very large imagination, you can find anything, or provide any content.

So all over the world, mobile phones from the beginning you have to pay. Television, in our country, and now you are not accustomed to paying. Therefore, phone mobile, it provides the possibility of paying consumption is considerable, especially for young people, using a mobile phone has become the norm these days.

Of course is not the same for me, I also do not believe that debit card tied to the phone. However, the vast majority of people via cell phone consumer. Your Chinese new year party red envelopes, sent out and how many. Here, the consumer scenarios and possibilities in this.

In addition to the consumer, mobile the emergence of technical perfection of the whole, one of the very important purpose of exchanging. Because human beings are social, and quite a few inventions of mankind in order to Exchange flow in the exchange market has generated value. We say 30 years ago, paving the way to rich. Thinking about how to get rich in the countryside, it is connected with the road to people to communicate. But now technology has completely eliminates communication barriers.

Early 90, the United States proposed the information superhighway, but as the whole Development Community market very well, so in terms of sports, his use of the Internet and development as we state in the past few years so quickly. Why, because copyright is very important in sports. As in Europe, the United States Sports market, TV in order to guarantee its own development, signed a copyright for a very long time.

For example, NBC has Olympic sign in 2030. In this case, television in order to protect its own development, he limited the development of the new media in that country. Because, under the semantics of your development in my TV, and TV content available under.

In our country, precisely due to the development of the Internet in the past few years, because it is based on technology, less affected by the social system, so it is the most fast-developing. You can see, two years ago, the State Council, 46th place, if not the past two years, the development of the Internet, copyright and the territory occupied, so now the merrier? No, he didn′t.

This is the advent of the Internet, breaking developments inherent in the system as a whole. Because it is people-centred, because it is something that everyone can participate, because of its space is infinite, so it provides a foundation for the development of Chinese sports.

I turned from the station, I was very concerned about the development of television. But based on the unbalanced development of our country, is the most important sporting CCTV sports channel platform and their importance, I believe it will last for a long period of time. However, I′d like to conclude with a page to talk about TV and the relationship between these two platforms on the Internet.

For television, which is content distribution platform, content is the core objectives. While it is not just a platform, but communication tool. We look at the Internet, based on how fast the Smartphone? In five years, you can still find the original call that can only send text messages of non-smart phone? Almost nothing.

The past two years, the Internet television. The word OTT, I heard from one of my students four years ago, he gave me from the United States brought technology explained it to me. At that time, I didn′t quite understand.

Now, you see, I believe that if you want to replace it with a TV set, you have to buy the Internet TV, instead of buying conventional TV. Its development will soon, but probably not as fast as the phone. Cell phone as I said just now, is the one you need to take something at least 66 hours, which you probably only four or five hours a day.

In this case, when I music video, two months ago after the message is sent, and my friend said to me, why are you going there, so a new company?

Then I told them, well, you probably because my television background. In fact, for these people of the Internet, my TV plus, and other Internet contacts company over this period of time, I have a very clear feeling: this is not a system or two. I use the context is different, television stations said, the Internet is the Internet said.

Outside if CCTV′s sports and music as the sport is competition, both in itself and in fact did not feel that the other competitors, this is out of view. Things are not the same, they are not at the level of thinking and development.

In television, mainly on account of content distribution, and depending on the sport, just a "halfway houses" are standing in the middle of a connected users. TV, content is the end user, at most link ad "halfway houses". As the Internet, content is connected an entrance of the sports community, and the sport community on the Internet is always, may be five years, ten years, 20 years.

So here, especially at this stage of the development of sports industry in China, various sports associations and various Internet companies, but they would have a greater chance of cooperation. Because their objective, and finally to build a community, an Internet company did not think of themselves as a content distribution platform, and consider them as an industrial company, in sports is the sports industry company, in the company culture is the culture industry. In this case, I really suggest, television and the Internet to find symbiotic way.

CCTV5建立者马国力加盟乐视，称与央视非竞争 - 乐视体育,央视体育,马国力 - IT资讯

4月2日消息，乐视体育副董事长马国力昨日正式加盟乐视体育出任副董事长职务。马国力今日出席一场活动时表示，自己过去与乐视体育及其他互联网企业接触了非常长的时间。

“我有一个非常清晰的感觉：这两个不是一个体系。我用的语境不一样，电视台是电视台说的话，互联网是互联网说的话。”

马国力说，外界觉得央视体育和乐视体育是竞争，其实这两家并没有觉得对方是竞争对手，这个是外边来看的，它们不是在一个层面上思考和发展。

马国力指出，以电视来讲，主要是考虑内容分发，而对乐视体育来讲，内容只是一个“中间站”，是一个连接用户的中间站。电视来讲，内容是用户的终点，顶多是链接广告的“中间站”。

“中国体育产业现在这个阶段，各个体育协会和各个互联网公司，合作的可能性会更大。”马国力说，真的是建议电视和互联网共同寻找共生之路。

资料显示，马国力在体育圈有“教父”之称。马国力曾是央视体育频道的建立者，也曾担任北京奥运会转播首席执行官。马国力曾在体制内摸爬滚打，与中国体育电视一起成长。

2016年4月1日，受乐视体育创始人、CEO雷振剑的邀请，原盈方中国董事长马国力出任乐视体育副董事长，分管乐视体育。

▼以下是乐视体育副董事长马国力演讲实录：

昨天我刚刚在乐视体育入职，今天就来到这里跟大家分享关于我对“平台”的一些认知，感到非常荣幸。

正如刚才的演讲嘉宾说的那样，技术是一切发展的基础，而平台就恰恰建立在技术发展的基础之上。从体育媒体或者体育产业的角度，我们经历了电视平台、互联网平台的不同发展阶段。

首先我们来看看电视平台。电视平台有一个特征，就是平台大于人。当然，当年中央电视台体育频道是聚集了一大批非常优秀的人，否则不会做到今天这样的成绩。

但是到了一定阶段平台一定大于人，因为它是需要稳定的。这是一个长处，短处就是凡是平台大于人的话，平台的话语权大大地超过人的话语权的话，这个平台就会自然而然地缺乏创新。

这在全世界都是这样。只不过在发达国家，由于整个市场的特质，电视是在市场之中的，因此在市场里要保持创新的力量，要保持往前走。因此，国外电视相对来讲比国内的电视，可能创新的时间更长一些。

在我们国家，由于政策和体制的原因，很多非市场因素，造成了和用户的沟通不是直接的。你像我们国家的付费电视，为什么一直发展不起来，就是一些政策和机制的原因。

直接的影响是，电视台到现在为止90%以上收入来源是广告，而广告就决定了你电视必须以收视率为王，所有的改变都要在收视率的基础上，因为收视率就代表收入。

我说付费收视的窗口已经很短了，实际上我个人认为已经不太可能在电视的平台上再有什么大的收费方式。而这对于体育，对于中国体育的发展，影响会是很大的。

整个体育方面，组织者最大的收入是转播权，而转播权，我给你这么多的钱，作为电视台来讲要买进来我必须卖出去，而卖出去如果只有一个收入来源的话，它的增长是非常有限的。广告费，即使世界杯能提高10倍的话，它也不可能提高到100倍。

所以说，中国体育赛事的组织者，你不能指望电视出特别特别高的价钱。

我记得02/03年，Micheal Pen还在国际奥委会的时候，我们有过一个对话。他当时抱怨说你中央台奥运会版权费出的太低。我跟他讲，其实作为中央电视台体育中心的主任，我愿意出高价。因为我出了高价，我在全世界体育的地位才能够提高。

就像美国NBC，他为什么在奥运会上可以调整比赛时间，就是因为他出的钱多，但那个时候我没有这个力量，现在中央台已经做到了。应该说国际奥委会和国际足联对中央电视台不会再有太大的抱怨了。但是作为其他的赛事来讲，在这方面还是很有影响的。

我们再说下一个，互联网平台，Communication。这个技术呢，互联网平台的技术是双向的，而双向呢，在很多时候就变成多向的，我和你，你和我，他和我……多向的技术就允许平等交流。这个平等交流造成的“平台”，我们现在还说平台，其实我认为平台这个词已经不足以形容互联网。

所以说才出现了很多例如场景啊，全产业链，特别是像乐视的生态。在两年前，我也觉得这些词有些陌生。但是你再想想，你用什么词才能比较准确的形容跟互联网的特点呢？确实很难。

生态也好，场景也好，可能反而相对来讲更贴切一些。生态、场景是以人为中心，互联网所有的联络都是一个一个的人，包括用户、创造者、参与者、经营者，他都在这里面，因此他是开放的。

所以在过去这几年，互联网在中国为什么发展这么快，很重要的一点，就是因为他是开放的。特别是在移动互联出现，这大概只有3年到5年的时间吧。

苹果手机大概是07、08年，它作为智能手机的标志性产品出现。然后在过去三四年时间里，整个传输速度、带宽发生了翻天覆地的变化。所以说呢，现在移动互联在体育方面来讲，我一直在这么说，得移动端者得天下。因为，当然像我这个岁数，我需要电视机。

但是看电视的话，你用多长时间呢？一天四个小时？这是很长很长的时间了。而手机，在座的各位，平均半小时你得看一次。手机从移动端，变成了每一个个人融入到社会里面，是非常重要的入口和工具，所以它变成了一个非常大的空间。对于内容的需求，和电视台的平台不一样，它给你了非常非常大的想象力，你可以找到任何内容，也可以提供任何内容。

在全世界都是这样，手机从一开始你就要付费。而电视，在我们国家，到现在你也不习惯付费。因此呢，手机的移动终端，它的内容提供付费消费的可能性是极大极大的，尤其是对年轻人来讲，现在用手机消费已经变成了一种常态。

对于我来讲当然不太一样，我到现在也不太相信把银行卡绑到手机上。但是，绝大多数人会通过手机消费。您看春节晚会的发红包，一下就发出去了多少多少。在这里边，这个消费的场景和可能性已经在这了。

除了消费，移动互联的出现，技术整个的完善，其中一个非常重要的目的是交流。因为，人类是社会，人类相当多的发明是为了交流，交流才产生市场的流动，才产生价值。我们30年前就在说，要想富先铺路。农村想怎么富起来，它就是用道路来连接人们来交流。而现在技术已经给大家完全免除了交流的障碍。

90年代初，美国提出信息高速公路，但由于整个社会的市场形态发展的非常完善，所以在体育这方面来讲，他的互联网的应用和发展不如我们国家在过去这几年这么快。为什么呢，就是因为体育方面版权是非常重要的。由于欧洲、美国体育市场上，电视为了保障自己的发展，签订了非常长时间的版权。

例如，NBC已经把奥运会签到2030年了。在这种情况下，电视为了保护自己的发展，他限制了新媒体在那个国家的发展。因为，你的发展只在我电视的语义之下，和电视的内容提供之下。

而在我们国家，恰恰是由于互联网在过去这几年的发展，因为它基于技术，受到社会体制的影响比较少，所以它发展是最快的。大家可以看看，两年以前，国务院46号文出台，如果没有过去两年互联网的发展，这个版权和版图的占有，能有现在这么热闹嘛？没有。

这就是互联网出现，把整个发展固有的体系给打破了。由于它是以人为中心的，由于它是每个人都能参与的，由于它的空间是无限大的，所以它在给中国体育提供了一个发展的基础。

我是从电视台出身的，我还是非常非常在意电视台的发展。而且在我们国家现在发展不平衡的基础上，中央电视台体育频道是观看体育赛事的最主要平台，而且它们的重要性，我相信会持续很长一段时间。但是呢，我想最后用一页来谈一下电视和互联网这两个平台之间的关系。

对于电视来说，它主要是内容的分发平台，传播内容是它的核心目标。而互联网它不仅仅是平台，而是交流的工具。我们看看互联网的基础上，智能手机发展有多快？大概五年时间，你还能找到原来那种只能发短信打电话的非智能手机吗？几乎没有了。

过去这两年，互联网电视出现了。OTT这个词，我是四年前从我的一个学生那里听来的，他给我从美国带回来的技术解释给我听。当时，我没太明白。

现在，大家看看，我相信大家如果要再换一台电视机的话，你一定去买互联网电视，而不再去买传统电视了。它的发展也会很快，但可能不会像手机这么快。手机刚才我说的，是一个你至少十五六个小时都需要拿着的东西，而电视呢你每天大概只看四五个小时。

在这种情况之下，我到乐视的时候，两个月之前消息发出来之后，我的朋友在跟我说，你为什么到那里去，这么一个新的公司？

后来我跟他们讲，其实呢，你们大概还是因为我电视台的背景。其实，对于互联网的这些人来讲，我和乐视也好，和其他互联网公司在过去这一段时间的接触，我有一个非常清晰的感觉：这两个不是一个体系。我用的语境不一样，电视台是电视台说的话，互联网是互联网说的话。

外界好像觉得央视体育和乐视体育是竞争，其实这两家在自己本身来讲并没有觉得对方是竞争对手，这个是外边来看的。东西是不一样的，他们不是在一个层面上思考和发展。

以电视来讲，主要是考虑内容分发，而对乐视体育来讲，内容只是一个“中间站”，是一个连接用户的中间站。电视来讲，内容是用户的终点，顶多是链接广告的“中间站”。作为互联网来讲，内容是连接体育社区的一个入口，而这个体育社区对互联网来讲是永远的，可能是五年、十年、二十年。

所以在这里面来讲，特别是在中国体育产业发展的现在这个阶段，各个体育协会和各个互联网公司，反而他们合作的可能性会更大一些。因为他们的目的，最后是建立一个社区，互联网公司并不认为自己是一个内容分发平台，而认为他们是一个产业公司，在体育是体育产业公司，在文化是文化产业公司。在这种情况下，我真的是建议，电视和互联网共同寻找共生之路。