On November 30, the opening ceremony of the 5th China Network Audiovisual Conference and Summit Forum took place in Chengdu. The event focused on the new mission and momentum driving the industry forward, showcasing a fresh network audiovisual landscape and a modern appearance. It attracted major TV stations, leading internet companies, telecom operators, film and television studios, production companies, well-known PGC agencies, and more than 1,000 organizations, including representatives from marketing agencies, technology firms, big data service providers, universities, research institutions, financial and investment entities, totaling over 5,000 participants.
At the conference, Lv Huanbin, Party Committee Secretary and Director of Hunan Radio and Television Station, as well as Chairman of Hunan Radio and Television Group Co., Ltd., delivered a keynote speech titled “Seizing the Great Opportunity Brought by the New Era of Media Convergence—Building Mango TV as a Human Radio and TV Station.†His address emphasized the evolving landscape of media integration and the strategic direction for future growth.
The speech began by highlighting that since the 18th National Congress of the Communist Party, socialism with Chinese characteristics has entered a new era, marked by new ideas and leadership. On August 18, 2014, General Secretary Xi Jinping called for the integration of traditional and emerging media, promoting Internet thinking and leveraging the complementary strengths of both to achieve deeper integration in content, channels, platforms, operations, and management. At the 19th National Congress, he further urged cultural system reforms, emphasizing the need for mechanisms that prioritize social benefits while balancing economic gains.
In 2014, after years of rapid development, Hunan Satellite TV faced a critical moment. The general secretary's vision provided strategic guidance, pushing the station toward media convergence. Since then, Mango TV has grown significantly, with mobile users reaching 500 million, IPTV subscribers surpassing 55 million, and Internet TV terminals hitting 65 million. Revenue increased from 600 million yuan in 2014 to 3.5 billion yuan in 2017, demonstrating strong influence and reach.
Lv Huanbin then outlined the "Five Fusions" strategy proposed by the general secretary:
**1. Content Fusion**
Hunan Satellite TV and Mango TV fully integrated their platforms, enabling two-way content exchange. Original content from Hunan Satellite TV now flows into Mango TV, while Mango TV also contributes back. This shift from one-way delivery to interactive sharing marks a significant evolution in content strategy.
**2. Channel Integration**
Through big data analysis, Mango TV built new channels across various platforms, integrating traditional TV, IPTV, OTT, and mobile devices. This allows for seamless user experiences, transforming audiences into active users.
**3. Platform Fusion**
Mango TV evolved from an attached platform to an independent one, increasing its value as a key engine for media development. The goal is to create a dual-core drive with Hunan Satellite TV, enabling full-media development.
**4. Business Integration**
Operational integration involved redefining organizational structures, product promotion, and business models. By bridging traditional and new media, the company expanded customer resources and created a more integrated business approach.
**5. Management Integration**
Open communication and shared management practices were implemented. Traditional and new media teams worked together, blending craftsmanship with digital innovation to enhance overall efficiency.
Under the new media integration strategy, Hunan Radio and Television has made significant progress, achieving a balanced approach between social and economic benefits. As a state-owned enterprise, Mango TV ranks among the top four in the online video industry. Recently, it launched a major asset restructuring, aiming to bring media e-commerce, content production, and game interaction into the capital market, fueling faster growth.
This year, Mango TV became the first online video platform to turn a profit, reporting a net income of 150 million yuan in the first half of the year and expecting 400–500 million yuan for the full year. Its diversified revenue model includes advertising, copyright distribution, memberships, and IPTV/OTT, showing strong resilience even amid industry challenges.
Looking ahead, Hunan Media aims to continue its deep integration path, ensuring sustainable and effective growth for state-owned cultural media in the new era. As General Secretary Xi Jinping once said, “The age is the mother of thought, and practice is the source of theory.†This philosophy guides the ongoing evolution of media in China.
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