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The various competitions in the Internet era are, in the final analysis, competitions for end users. Outside of the PC and the mobile Internet, the living room will undoubtedly become the giant's next main battlefield.
In the area of ​​Internet entry in the living room, broadcasters with huge cable networks and stable users actually have unique advantages. However, due to various reasons such as the system and policies, the relationship between Internet companies and broadcasting and TV companies in the past can be described as "following roads."
With the acceleration of Ali's actions in the broadcast field, this situation will gradually change. On the same day, Alibaba announced that it would launch a comprehensive strategic cooperation with Hunan Radio Media and DMG Seal Media to provide users with intelligent set-top boxes that also have DVB digital TV capabilities and OTT capabilities. This cooperation has also become the first domestic Internet company and broadcasting and TV company to conduct cross-platform, cross-terminal and cross-content system cooperation. 
The Hunan Cable Group, which is owned by DMG, currently has 6 million digital cable TV subscribers. Through cooperation with Alibaba, the 6 million users in the future will be able to achieve the same functions as a cable set-top box + an OTT box at the same time through a smart set-top box.
It is reported that the smart set-top box will be equipped with Ali's YunOS system, while the collection of cable TV channels live + time shift, classified video on demand, program recommendations a total of three major functions. In addition, users can also push photos, videos, and other content onto the large screen of the TV through the interconnection of mobile phones and smart boxes.
At the content level, Ali currently owns Internet content services in various fields including film and television, e-commerce, music, games, and online education. Consumers can use the smart remote control equipped with a box to perform all functions on a single platform, whether watching live TV, movies, VOD video on demand, games, shopping, or children's education.
In addition, this smart set top box can also provide online payment services based on TV terminals through Ali's payment system. Daily services including various payment services can be easily ordered online. 
Alibaba CEO Zhang Yong said that the smart set-top boxes they developed with E-Media will also integrate Alibaba's achievements in cloud data storage and cloud computing services to achieve an open and standardized platform. Through the platform's statistical analysis of user behavior habits, viewing preferences, consumer records and other aspects of data, you can achieve user portraits, accurate push for user characteristics, spending habits and demand forecasts, and use technology tools to promote the development of value-added services.
In fact, Ali has long been paralyzed in the home Internet market with a capacity of 400 million households. The self-branded Tmall Box previously launched is a tool used to seize the Internet entrance of the living room. However, due to policy factors and the fierce competition in the OTT industry, it is difficult for Ali to rise with his own strength.
Since last year, Ali has been constantly trying to cooperate with broadcasting and television systems in various ways to accelerate the layout in the field of broadcasting and television. According to statistics, Ali is close to more than 30 listed companies participating in capital operations in the A-share market, of which the broadcasting and media sectors account for one-third of the total. The content producers represented by Ray Media and the operators represented by Gehua Cable are the objects of Alibaba's cooperation.
Ali’s cooperation with the company’s heavy-duty company E-Media in the broadcasting system will quickly gain 6 million accurate users in Hunan Province and monopolize the millions of effective family Internet portals in Hunan. On the other hand, they will also Future cooperation with other radio and television operators in the region will create a template effect. In a sense, this also allowed Ali to speed up the progress of using the radio and television system to acquire the Internet entrance of the living room in a "curve to save the country." 
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