Realized: why Apple and Google also does not push streaming TV service? -Netflix, TV-IT information

On May 7, Beijing time,Fortune's online edition published an article today saying, the price is between Apple and Google has yet to launch the streaming service's main obstacle . Despite several attempts, but Apple and Google have not signed a cooperation agreement with mainstream television networks, mainly on price because the two sides cannot agree. Television networks worried about downward pressure on price, so tough when negotiating with Google, Apple, and use this as a way to sell for a good price. Following is the full text of the article:

Current TV market can be described as brilliant, existing vendors in an effort to protect vested interests, manufacturers in the new preemption "vantage". Cable companies on the one hand saying don't use their service is only a small number of users, on the other hand they are busy launching their own type of Netflix streaming service. Hulu said it would offer streaming services for CATV style. Hulu Club Disney, 21st Century Fox and Comcast.

In view of the size of the television market – particularly from an advertising point of view, there are two companies are supposed to enter this market: Apple and Google. But so far, despite several attempts, the two companies have not been launched streaming video with the style similar to cable TV service.

By Bloomberg news about the recent YouTube plans to launch next year a new online TV service called Unplugged coverage, we can guess why. Unplugged is the "YouTube one of the top priority items", YouTube has been with Fox, CBS (Colombia broadcasting company), NBC (United States NBC) and Viacom to negotiate content deals.

It is essential that, Bloomberg also said in the report, YouTube "has not yet been reached with the major television networks" for any of the content of its new services agreement.

YouTube online cable TV service is not a new idea. Since at least the 2012, Google has been talking about, or the development of similar services, it has worked with major television networks and media companies conduct several rounds of negotiations, but were not able to reach any kind of agreement with the other party.

Apple tries to build cable television-style video services even earlier than Google. As early as 2009, media reports say Apple in with television networks to discuss cooperation matters, it is learnt that Disney and CBS in talks with Apple to users through the iTunes program to supply them. No fruitless negotiations between the two sides last.

, The relevant Apple with television networks to discuss matters through Apple TV provides television news will appear on a regular basis, but the two sides failed to reach agreement. Insiders revealed last year the Apple plan to provide streaming media services, and said CBS will provide the content, but the result is still "in suspense".

Google and Apple has yet to launch a streaming service obstacle is the price

For Apple and Google, agreement could not be reached with the major TV networks's main problem is price. They want to offer cable TV style services, package offers the user several different channels from different TV networks, and hoped that the price of not more than $ 30, because more than the price of the service will not be enough to attract enough users. SlingTV service Dish Network package provides users with multiple channels, price of us $ 20 per month, Sony PlayStation prices Vue service for $ 30 a month.

CBS, NBC and other major television networks hope that Apple and Google to pay higher costs. In fact, in many cases, their asking price on Apple and Google, is higher than for existing partners such as Comcast and at and t's asking price, why would this be? Mainly because they fear that, in the case of any content is streaming through a variety of services and content will continue to depreciate, let Apple and Google to pay high prices, is a way of their own content will be high.

In a sense, TV network in torn between two contradictory goals: they know that traditional cable TV market will be overturned, they know what the consumer wants more choice--this is their cooperation with services like Hulu, SlingTV reasons. If they are "selling cheap" Apple and Google, who will become the new cable company, place them at a disadvantage.

In addition, if the TV networks is too cozy with Apple and Google, they could face up to cable companies and other content publishers "rebel" of the risk. Viacom and other TV networks and Dish Network and other publishers were difficult negotiations, because the value of their content is considered lower than in the past. Competitors launched streaming services more downward price pressure, the greater the content.

This is Apple and Google delays launch of CATV style main reason for streaming services. TV show supplier both covet their access to coverage, and advertising revenue, but also worried that the Internet giant delivered too much control.

As with other traditional media companies, TV networks know that the future is unstoppable. They just don't know how the case without sacrificing existing revenue for the future.

恍然大悟：为什么苹果和谷歌还不推串流电视服务？ - Netflix,电视 - IT资讯

北京时间5月7日消息，《财富》网络版今天刊文称，价格是苹果和谷歌迟迟没有推出串流电视服务的主要障碍。尽管进行过多次尝试，但苹果和谷歌均没有能与主流电视网络签订内容合作协议，主要原因是双方在价格上谈不拢。电视网络担心内容价格面临下行压力，因此在与谷歌、苹果谈判时态度强硬，以此作为把内容卖个好价格的一个途径。以下为文章全文：

目前电视市场可谓精彩纷呈，现有厂商在努力保护既得利益，新进来的厂商则在抢占“有利地形”。有线电视公司一方面称不使用它们服务的仅是少数用户，另一方面它们又在忙于推出自己的类Netflix串流服务。Hulu宣称将提供有线电视风格的串流服务。Hulu东家是迪士尼、二十一世纪福克斯和康卡斯特。

鉴于电视市场的规模——尤其是从广告角度看，有两家公司理应进入这一市场：苹果和谷歌。但迄今为止，尽管进行过多次尝试，两家公司均未推出与有线电视风格相近的串流视频服务。

通过最近彭博社有关YouTube计划明年推出一款名为Unplugged的在线电视服务的报道，我们可以揣测个中缘由。Unplugged显然是“YouTube最优先考虑的项目之一”，YouTube已经在与福克斯、CBS(哥伦比亚广播公司)、NBC(美国全国广播公司)和维亚康姆洽谈内容交易。

至关重要的是，彭博社在报道中还表示，YouTube“尚未与主流电视网络达成”为其新服务提供内容的任何协议。

YouTube提供网络版有线电视服务并非新创意。至少自2012年以来，谷歌一直在谈论或开发类似服务，它曾与主要电视网络和传媒公司进行多轮谈判，但没有能与对方达成任何协议。

苹果尝试打造有线电视风格视频服务的时间甚至比谷歌还要早。早在2009年就有媒体报道称苹果在与电视网络洽谈合作事宜，据悉迪士尼和CBS在与苹果洽谈通过iTunes向用户提供它们节目的事宜。双方的谈判最后无果而终。

之后，有关苹果与电视网络洽谈通过Apple TV提供电视节目事宜的消息会定期出现，但双方均未达成合作协议。去年有业内人士透露了苹果提供流媒体服务的计划，并表示CBS将为之提供内容，但结果仍然是“只听脚步响，不见人下来”。

谷歌、苹果迟迟没有推出串流电视服务的障碍是价格

对于苹果和谷歌来说，无法与主流电视网络达成内容协议的主要问题在于价格。它们都希望推出有线电视风格的服务，一揽子向用户提供来自不同电视网络的多个不同频道，并希望价格不超过30美元，因为超过这一价格的服务将不足以吸引足够多用户。Dish Network通过SlingTV服务一揽子向用户提供多个频道，价格为每月20美元，索尼PlayStation Vue服务的价格为每月30美元。

CBS、NBC等主流电视网络希望苹果和谷歌支付更高的内容费用。事实上，在许多情况下，它们对苹果和谷歌的要价，高于对康卡斯特和AT&T等现有合作伙伴的要价，为什么会这样呢？主要原因是它们担心，在任何内容都能通过多种服务串流的情况下，内容会不断贬值，让苹果和谷歌支付高价格，是它们为自己的内容定高价的一个途径。

在某种意义上，电视网络在两个相互矛盾的目标之间左右为难：它们知道传统的有线电视市场将会被颠覆，它们也清楚消费者希望有更多选择——这是它们与Hulu、SlingTV等服务合作的原因。如果它们把内容“低价卖给”苹果和谷歌，后者会成为新的有线电视公司，使自己处于不利地位。

除此之外，如果电视网络对于苹果和谷歌过于友好，它们可能会面临有线电视公司和其他内容出版商“造反”的风险。维亚康姆等电视网络与Dish Network等发行商进行了艰苦的谈判，因为它们内容的价值被认为低于以往。推出串流服务的竞争对手越多，内容价格下行压力越大。

这是苹果和谷歌迟迟无法推出有线电视风格串流服务的主要原因。电视节目供应商既觊觎它们能获得的覆盖范围和广告收入，但又担心向互联网巨头让渡过多控制权。

与其他传统传媒公司一样，电视网络知道未来是不可阻挡的。它们只是不知道如何在不牺牲现有收益的情况下迎接未来。