In the past, a prominent figure in the media industry once claimed publicly that traditional TV stations lacked the "Internet gene" and therefore couldn't successfully transition to new media. Recently, Mark Zuckerberg, CEO of Facebook, proposed a strategy to rebrand the company, which included entering the "TV gene" space. This move highlights a growing trend where digital giants are trying to incorporate elements traditionally associated with television.
Looking at Facebook's revenue model, it’s clear why they’re interested in the TV gene. Like many internet companies, including Google, Facebook still relies heavily on advertising as its main source of income. For any online platform or new media outlet that depends on ads, having strong media properties—like those found in traditional TV—is crucial. TV has long been known for its brand power and ability to drive consumer action, while online ads offer precision and vast reach. If a platform can scale effectively, the potential for TV-style advertising remains significant.
Today, the world is dominated by the Internet, but television still holds half the market. Both industries are in a constant battle, and neither has fully won yet. This is a time when distinguishing true power from competitors is difficult. When two forces compete, learning from each other becomes essential. By understanding and mastering these dynamics, both sides can improve their business models. That’s why many internet companies are now seeking to integrate the TV gene into their platforms.
In the past, internet video focused on concepts like focus, time-sharing, and non-linear viewing. However, with the rise of live streaming, it became clear that audience behavior still leans toward linear consumption. Time is a key factor—people watch all sorts of videos, but they do so within specific time frames.
In recent years, the amount of time people spend watching online videos has increased dramatically, almost matching traditional TV consumption. Meanwhile, TV viewing hours have declined. In response, television networks are trying to adopt some Internet traits to address their weaknesses. Meanwhile, the internet video industry has been learning from TV’s long-standing concepts, such as channel-based programming and linear viewing patterns.
Facebook recently launched its own linear TV broadcast platform, which signals a clear effort to bring in original TV content and embrace the TV gene. This development shows how even the most digital-focused companies are recognizing the value of traditional media elements.
An article I read online questioned whether "Millet TV" (a Chinese smart TV brand) has the TV gene. It’s fascinating to see how internet TVs are now blending with traditional TV characteristics, but in reality, television companies themselves are increasingly becoming internet businesses.
New TV brands are now being named after internet trends, using quirky and catchy names filled with modern, digital flair. These names reflect a strong Internet influence.
However, despite the push for innovation, smart TVs still face issues like buffering during channel changes, slow startup times, and poor performance during low-speed internet. Many users are frustrated and prefer traditional TVs, suggesting that the "TV gene" still holds emotional and functional value.
In the age of media convergence, both old and new media have their own unique strengths. They need to find ways to integrate, cross-pollinate, and benefit from one another. While the internet continues to shape the future, the TV gene remains relevant and valuable. It helps traditional media stay competitive and offers lessons for digital players looking to succeed in a rapidly evolving landscape.
Ultimately, the key lies in understanding and leveraging the strengths of both worlds. Whether through traditional media advantages or digital innovation, the future belongs to those who can adapt and combine the best of both.
12MM Key Switches
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