With hot topics such as "cable TV terminals should be turned on by default full-screen live broadcast" and "cable TV set-top box startup time should not be greater than 35 seconds" and other hot topics have been on the hot search list for several days, the smart TV industry is ushering in a profound change. In recent years, the start-up rate of the TV market has dropped sharply, and the user experience has suffered from multiple problems. However, the news of the initial success of the governance work seems to have sounded a bell for the TV industry.
TV boot rates are declining, and user experience is in focus**
In 2023, the TV market is facing huge challenges, and the average daily startup rate has dropped to below 30%. The rise of mobile terminals such as smartphones and tablets has impacted the TV market, and problems such as declining user experience and cumbersome operation have gradually become prominent. In response to this problem, the State Administration of Radio, Film and Television issued the "Technical Requirements for Cable TV Services", emphasizing that cable TV terminals should provide two "boot mode" options: "boot into full-screen live broadcast" and "boot into the interactive home page of prominent live broadcast channels", and the system is set to "boot into full-screen live broadcast" by default. In addition, the boot time of the cable TV smart set-top box should not be more than 35 seconds, and strive to improve the user experience.
The first battle of governance has been successful, and the TV industry has written a new chapter**
Since the beginning of 2023, the State Administration of Radio, Film and Television and other relevant departments have made great efforts to deal with issues such as the charging and complex operation of TV "nesting dolls". According to the work deployment, it is divided into three stages: first, gradually reduce the TV charging package by 40% in 2023 and improve consumption transparency;Secondly, in the first half of 2024, TV operations and charges will be regulated;Finally, by the end of 2024, the long-term management mechanism of the three major business systems of cable television, IPTV, and OTT will be improved. Up to now,The first phase of governance work has achieved phased results,Relevant work is being actively carried out throughout the country,The goal of fee package compression has been achieved,Gehua cable、Xiaomi TV and other brands have achieved remarkable results in the management of TV"Matryoshka"Charge。
The live broadcast software has been collectively suspended, and stricter supervision has become the main theme**
Recently, the collective suspension of live broadcast software such as "TV Home" has sparked heated discussions, and the State Administration of Radio, Film and Television requires TV manufacturers to clearly display the "TV Viewing "Understanding Card" in the package", clearly informing users that they can only watch live TV channels if they open cable TV or IPTV. At the same time, many third-party live broadcast software was forced to stop broadcasting because it was not authorized by the live broadcast. This action is considered to be the protection of intellectual property rights, and it is also to standardize the order of live TV broadcast and improve the user experience.
The return of TV users is the focus of the industry**
The in-depth promotion of governance work has enabled 80% of cable TV users and 85% of IPTV users to watch live TV channels at the end of this year. However, Wang Peng, a researcher at the Beijing Academy of Social Sciences, pointed out that the decline in TV boot rates is not only caused by the problem of "matryoshka" charges, but is also affected by a variety of factors, including changes in user Xi. With the development of the times, users are more inclined to use consumer electronics such as mobile phones, tablets, and computers, and the return of TV users is a gradual process.
Looking ahead, the TV industry needs to better serve users**
At the same time as the TV remediation work, the TV industry also needs to better adapt to the needs of users. Dong Min, deputy secretary-general of the China Electronic Video Industry Association, said that in the future, TV does not need to be demanding to become the center of family information exchange and smart home, but should better serve consumers. The appearance is integrated with the home,Functionally adapt to different scenes,Including watching dramas、Watching movies、Games、Fitness、Learning Xi, etc.,It will be the direction of the development of the TV industry。
Summary and outlook**
The governance of the TV industry has been successful in the first battle, and the user experience has gradually improved. However, the return of TV users is still facing challenges, and it is necessary to better adapt to the development of the times and meet the diversified needs of users. As a part of home entertainment, how to interpret the future development direction of TV is worthy of joint thinking between the industry and users. What role do you think television should play in the family?Feel free to leave a comment to share your thoughts.