Two weeks ago, TV homes with tens of millions of subscribers left an announcement saying that the service would stop when it encountered problems and refund the user's payment in full.
In China's countless living rooms, many elderly people are stunned, like the WeChat that young people rely on every day disappears from their mobile phones.
As a pirated live TV software, the popularity of TV is itself an original sin, but the reasons behind it are worth pondering. Why has it become a common phenomenon that "it is difficult to watch TV"?How exactly are smart TV pain points formed?
Author |Fan One.
Edit |Fang Yuan.
Mr. Zhong, who is nearly sixty years old, did not expect that after watching TV for most of his life, one day the TV set at home would become an ornament.
On the evening of November 20, after dinner, Mr. Zhong turned on the TV as usual and watched the news broadcast of the day.
But when he pressed the switch of the remote control,After the TV screen appeared on the TV screen"Use the TV home when you watch TV",It did not enter the live broadcast interface,But a TV home announcement popped up。 The announcement reads: "We are very sorry, but there is a problem with our service, and if you are in the membership period, your payment will be refunded in full. ”
That night, it was not Mr. Zhong's family who could not be able to **TV.
As a veteran TV live broadcast software in China, TV Home has a large number of users, and there are more than 50 million ** times in the Huawei software store alone. After the TV home stopped broadcasting, on Weibo, Douyin and other social platforms, a large number of confused TV users asked "What's wrong with the TV home?".”。
Almost at the same time, users of Internet TV live broadcast apps such as Yunhai Live, Miaokan TV, and Xiaowei Live also raised similar questions one after another.
Some netizens pointed out that third-party Internet TV live broadcast apps such as TV home are all through the theft of genuine network signal sources to users**, that is, to survive by piracy. Previously, on September 27, the General Office of the State Administration of Radio and Television issued the "Notice of the General Office of the State Administration of Radio and Television on Regulating the Business Order of Live TV Channels", which mentioned the problem of "unknown sources of live programs".
Considering the combination of the two, users gradually understand that piracy may be the main reason for the suspension of TV at home.
In fact, after the suspension of Internet TV live streaming apps such as TV home, users are not without other options. At present, there are three main ways to watch TV programs in China: cable TV, interactive network TV (IPTV), and Internet TV (OTT). However, most users have no intention of considering the first two formal viewing methods, but go to station B to find a new third-party live TV software.
Why would TV viewers prefer to watch pirated copies of ** rather than watch live broadcasts through formal channels?The reason behind it may be the focus of solving the audience's use of Internet TV live APP from the root.
In Mr. Zhong's view, the content of TV covers CCTV, satellite TV, and provincial TV stations, and it also has more than 1600 channels, which is completely in line with the **TV experience he wants. In contrast, the current cable TV and IPTV, with their extremely complex operations and layers of charging routines, make him unable to understand how to operate at all.
Open the smart TV operation interface, and the variety of channels is dazzling. Channels such as "Movies", "TV Dramas" and "Sports" are still easy to understand, and similar channel entrances such as "Free Movies and Television", "Movies" and "HD Cinema" are starting to confuse people;In addition, icons such as "Personal Center" and "Sharing Center" make it more difficult for users to understand.
If you want to avoid the complicated channel entrance, you need to control the remote control to select the letters on the screen one by one, and when you finally type out the title of the TV series, the mood of watching the TV series has cooled down by half. What's more, for many elderly people, it is not easy to use pinyin to type the title of a TV series.
Complex operations are easy to consume users' enthusiasm for watching dramas, and long and ubiquitous advertisements are even more annoying.
On the Xiaohongshu platform, there are a large number of posts complaining about smart TV advertisements. A user posted that the Xiaomi TV he bought,Boot advertising up to130Seconds。 In addition to the boot commercial, you need to watch 160 seconds of ads to watch TV series or movies, and if you accidentally press the back button, you need to watch another 160 seconds of ads.
In the face of advertisements,Users are unbearable,Said to watch set TV,Endure boot ads、Main interface pop-up ads、Text ads in the upper right corner、**APP non-member ads and member ads,Finally, when you can finally watch the drama,You have to endure the pre-play、During the play、Advertising at the end of the play。
Advertising consumes the user's mood of watching the show, while the various members directly consume the user's wallet.
As a common content platform on the main interface of TV, Aiyouteng has its own members, and the mobile phone members and TV members are not connected. On top of this, each member will also be subdivided into different levels and themes, including **, platinum, student, sports, etc.
What's even more infuriating is,Some smart TV brands,Users can only try to watch for 5 minutes after opening a membership,If you want to **all,You have to continue to recharge super members。
Cumbersome operations, more and more advertisements, and layers of membership routines make users afraid of cable TV and IPTV, and over time, TV sets are reduced to home furnishings. In contrast, the third-party Internet TV live broadcast APP, which is simple to operate and relatively cheap, has become the choice of many people.
Nowadays, the chaos of television has become more and more a topic that detonates public emotions, and piracy, cumbersome operations, and charging routines are all manifestations of the problem. Behind the chaos, all parties in the TV industry chain ignore what kind of product the TV should be because of the competition for interests.
In China, the TV industry is not dominated by TV manufacturers, but by content platforms, licensees, and TV manufacturers.
In the process of smart TV development,China stipulates,Internet TV license system requires Aiyouteng and other players to obtain"Audio-visual program integrated operation service with TV as the receiving terminal"Information Network Transmission Audio-visual Program License" to enter the smart TV market。 There are only 7 institutions that have obtained licenses, namely CCTV International, Besitong, Hangzhou Huashu, Southern Media, Hunan TV, China Radio International and **People's Radio.
Based on this provision, TV manufacturers and content platforms need to cooperate with the licensee before they can cooperate with TV, Aiyouteng has become kiwifruit, cool meow, and Aurora**.
Because it is a multi-party cooperation, the TV** members and the mobile phone members should be sold separately, and the members are also independent and not connected. In addition, since the income of TV members is shared by three parties, it is higher. For example, Tencent**VIP238 yuan, and the super film and television SVIP** that supports TV has risen to 348 yuan.
In addition to the Member, other advertisements other than TV boot advertisements are also shared by the licensor, the content platform and the TV manufacturer. In the process of tripartite interest game, the forms of TV advertising are becoming more and more diverse, and all kinds of advertisements are filled in every corner of the TV screen.
Driven by the interests of the three parties, there are more and more types of advertisements and memberships, and the complex interactive interface of smart TV has also been born. Eventually, the TV is becoming more and more like a smartphone with a rich design.
However, while the three parties increase their own interests by making TV intelligent design, they ignore the most basic questions in the TV industry, that is, what kind of product should TV be, and who are the users of TV
In the Internet era, young people have more and more options on their viewing devices, and mobile phones, computers, tablets, projectors and other devices are all ahead of TVs. The opposite is true for the elderly, who are not accustomed to using overly intelligent electronic devices.
According to the "2022 Domestic Market Age-Appropriate TV Research Report" released by China State Grid, during the rapid development of the Internet from 2016 to 2020, people aged 65 and above have always been the audience group with the largest contribution to TV ratings, and the average daily viewing time has maintained a stable growth trend over the years, and it is also the only group that shows a growth trend among viewers of all ages.
It's not hard to see,Middle-aged and elderly people are the main user groups of smart TVs. And they have the most basic needs for TV, that is, it is simple to operate, and you can watch it when you turn it on.
But for ambitious companies, young people are the mainstream of the current consumer groupAnd this group of people favor products with a strong sense of technology and intelligence. Therefore, product design is becoming more and more interactive and complex.
The confusion of demand and ** makes TV companies not only fail to expand the market scale as they wish, but gradually decline the TV industry. In 2021, TV shipments** were the lowest in 12 years.
Complaints are boiling, in the past six months, the State Administration of Radio, Film and Television has started the rectification of the TV ** model.
For example, it is required that the interactive network TV terminal should provide two "boot mode" options: "boot to enter the full-screen live broadcast" and "boot to enter the interactive home page of the prominent live broadcast channel", and the default setting of the system should be "boot to enter the full-screen live broadcast". In addition, the time required for the user to operate the remote control to switch the page to the page is fully displayed, should not be more than 2s.
The complexity of TV operation, the charging of TV nesting dolls and the form of advertising are complementary to each other. After the introduction of relevant measures,Boot into full-screen live broadcast,It means that the TV operation interface will be more concise,At the same time, the charging system has no room to jump to users。
For users, there are several measures that can help bring the TV back to the way it was originally turned on. But in the case of TV manufacturers,Changes in the Internet smart TV policy mean that the profit model and charging model of TV manufacturers must be adjusted accordingly. This can be a challenge for businesses that rely on advertising and membership fees for revenue.
But in any case,TV should ultimately start from the needs of actual users,Meet the most basic needs of the audience for watching dramas,Don't let smart TV completely become a decoration。 On this basis, TV manufacturers may be able to expand the market scale and increase the brand premium by creating a better experience for users, and ultimately extend the development path of the brand and the industry.
Maybe one day,Smart TV users don't need to look for third-party Internet TV live broadcast on the whole network,But just like when they were young,Turn on the TV and watch it,No layers of charges,No too much advertising bother。 The elderly at home can also easily watch TV, without watching the TV with a black screen and sitting lonely in the living room.