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In the field of internet TV, the building of content ecology has become a top priority for all parties. On June 5th, Xiaomi TV took the lead to increase its own rights for the 2016 European Cup top-level event. 
Xiaomi hopes to further expand Xiaomi's richness in content ecology through the broadcast of the 2016 European Cup top event, which is also the future direction of Xiaomi TV. According to Xiao Chen, Xiaomi’s vice president of content operations and investment, Xiaomi’s hardware has to be clear and affordable. In terms of content production, Xiaomi TV should combine with Xiaomi's production chain and leverage Xiaomi's other products to use its best efforts to form a complete ecological network.
Broadcasting the 2016 European Cup Millet in the Content Construction Field
On the afternoon of June 5th, the theme of the "Kickoff" millet TV and future TV European Cup strategic cooperation conference was held in Beijing.
At the meeting, Xiao Chen, Vice President of Content Operation and Investment of Xiaomi announced that with the support of TV in the future, Xiaomi TV and box have already obtained the right to use the video of the 2016 European Cup competition. Xiaomi will broadcast and broadcast live broadcasts for rice noodles for 2016. Cup all 51 exciting events.
It is not difficult to understand why Xiaomi wants to broadcast the European Cup. As the top event representing the world's highest football level, the European Cup has a high degree of attention and a large audience. The broadcast of the European Cup not only means the enrichment of its own content, but also means an increase in the number of end users. The immersive liveness and sensation that are unique to football live events will bring new feelings to users and help cultivate the stickiness of users on the TV platform.
Xiaomi mentioned that during the European Cup in France from June 11 to July 11, users can see every game in the special area of ​​the Millet TV European Cup. European Cup information, competition highlights, star collections and other European Cup related topics will also be presented to the audience. In addition, Chen Xi also said: “The European Cup is an important attempt by Xiaomi to broadcast a sports competition, and heavyweight events will be launched in the next few months. Before the end of this year, Xiaomi will broadcast a league of one or two countries. Races."
In fact, before this, millet TV has been active in the field of broadcast events. On April 25th, the “Golf Tennis Channel†was launched on the Xiaomi TV, and the Grand Slams of tennis such as the Australian Open and the US Open also appeared on Xiaomi TV. In addition to sporting events, Xiaomi TV will also extend its reach to the field of e-sports and broadcast a number of electric games including League of Legends, Crossfire, CSGO, WCA and Dota2. 
Make up the contents of short board hardware content is grasping the future direction of millet
The frequent movement of Xiaomi TV in the field of sports events actually reflects its lack of content. Compared with rivals such as LeTV and Storm, Xiaomi does not produce content and can only make up for deficiencies through cooperation with video producers such as Youku and Iqiyi. The reason why Xiaomi attaches great importance to the broadcasting of sports events is rooted in expanding the richness and attractiveness of its content by playing sports events with a large audience, and increasing the number of end users and the stickiness of the platform. This is also an aspect of Xiaomi’s efforts to strengthen his content.
Wang Chuan, co-founder of millet and head of Xiaomi TV, said: “Since last year, the quantity and quality of Xiaomi’s content have greatly improved. This year Xiaomi will further work on content, especially in the sports field.†Meanwhile, Wang Chuan It is firmly believed that Xiaomi's open model will definitely surpass the closed model. Having said that, from the current point of view, Xiaomi still has many deficiencies in the construction of the content ecology. In order to stay afloat in content competition, Xiaomi still has a long way to go.
Xiaomi is also well aware of his own shortcomings in terms of content. While compensating for the short content of the content, Xiaomi also always regards upgrading its hardware strength as an important competitive means. Millet's deep plowing in the hardware field for many years has made hardware a real advantage for Xiaomi. At the press conference, Wang Chuan said: “Millet will concentrate on what he can do best, and Xiaomi TV should be the best TV in the world. He should do the best picture quality, the best sound quality, and the most performance. The best and most sophisticated television." 
Talking about the future development direction of Xiaomi TV, Chen Hao told three reporters that Xiaomi’s future still needs hardware and software. "The millet hardware must be clearly displayed, inexpensive, but it will not fight the price war. In terms of content production, Xiaomi TV should integrate with Xiaomi's production chain and leverage Xiaomi's other products to build up a sound ecological network. ."
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