Actors bombarded smart TV: if you can't watch thousands of dollars, you have to pay. That's disgusting. It has been closed for three years.

If one word is used to describe the current TV products, "large display screen" may be the most appropriate.

Recently, Li Jiaming, an actor, released a video to publicly accuse the TV charging chaos and shouted "It's disgusting"! Li Jiaming said, you can't watch the TV that you spent thousands of dollars on, you have to pay for all this, and you have to pay the VIP every month. This has aroused widespread concern and won praise from netizens.

Actor Li Jiaming accused TV of charging chaos:

There is a charge for opening it. It hasn't been opened for three years.

Recently, actor Li Jiaming sent a video accusing the TV station of charging chaos. In the video, Li Jiaming bluntly said, "In the past, turning on the TV was TV, but now it is charged. VIP for a month, I spent thousands of dollars on a TV. I still can't watch it after that. Every project has to be charged separately, which makes me feel particularly disgusting. "

Li Jiaming also said, "Is it easy for ordinary people to earn money? I haven't turned on the TV for three years. "

According to public information, Li Jiaming, 1983, was born in Yuncheng, Shanxi. His representative works include China Brothers, Sorghum Red and Ultimate Mission.

After the video was released, many netizens agreed and commented, "This really should be forwarded. If you can't watch TV now, you have to spend money. " "It speaks the voice of the people of the whole country."

Similar to tucao, it also appeared a few days ago, and the phrase "watching TV is too hard" rushed to the hot search list.

On the evening of 65438+10.4, the netizen "Xiaoguai" released a video with high fees for tucao smart TV video APP. "Does anyone care about TV? Everything costs money. I spend 4,000 to 5,000 yuan to buy a TV, and I need broadband and a set-top box. After that, I want to go to the movies, 20 yuan a month. You want to watch TV series, one month in 29 yuan and half a year in 96 yuan. The cartoons that children have to watch are the most expensive. 39 yuan is also 96 yuan for a month and a half, but the three are different. If this continues, everyone will not buy TV in the future. "

This tucao video has been widely supported by many netizens. By the end of 16 pm 1, 10, we have received nearly 2.06 million likes and left more than130,000 messages.

According to People's Daily, "doll-like members" means that although consumers have filled one member after another on smart TV, it is still difficult to watch whatever they want. If viewers want to watch TV freely and independently, they need to buy TV+video website built-in members, movie members+TV series members+children members? Like a Russian doll. There is one waiting for you, and you don't know how many members you need to buy to watch the program you want. The "doll charging member" who "charges once" is turning smart TV into a decoration.

It is understood that among the major video members in official website, the annual fee of iQiyi Platinum VIP is 388 yuan (348 yuan for continuous subscription), the annual fee of Tencent Video Super Movie VIP is 488 yuan (348 yuan for continuous subscription), and the annual fee of Youku Cool Miao member is 488 yuan (348 yuan for continuous subscription).

A TV set has more than a dozen members, and the annual fee is several thousand.

According to the interaction between oranges and persimmons, 20 yuan a month to watch a movie. Watch a TV series in 29 yuan for a month. Children's cartoons are the most expensive, one month in 39 yuan. In the past two days, a mother in Yantai, Shandong Province spoke about the content charge of smart TV in the video. If you want to see it, the annual membership fee alone is as high as 600 yuan. What makes her most angry is that even if the mobile phone is full of members, it can't communicate with TV members. Projecting a screen costs another sum of money. "You can't watch anything. It costs money to watch something. Why should I spend money on TV?"

Coincidentally, Aunt Xu of Hangzhou recently received several short messages of automatic renewal, all of which were sent by TV members of her grandson Zichong. Finally, it took 100 yuan to get up.

Aunt Xu checked the phone bill and recharged it several times, namely, children's VIP29 yuan, mango VIP30 yuan, kiwi VIP P35 and two animated films, 8 yuan.

This made her very puzzled; "In the past, you could watch TV with the TV on. Now these programs need members to make up, and members have various doorways. Adults watch TV series as platform members, children watch cartoons as children members, and they have to pay for movies. It's really too pit. "

Install the set-top box after installing broadband, and fill in the membership. As a result, I still can't watch another program. The "doll" content of smart TV is charged again. "So I spent thousands of dollars and bought a display screen?" "Even watching TV channels requires members, which is not as good as old TV." "It is obviously filled with members, but there are svip and top members in the members, which is endless."

Someone has paid for their TV. Take the three major video websites of iQiyi, Youku and Tencent Video, which are usually watched on mobile phones. The annual fee for TV members is around 250 yuan; If you have children at home, you should open a child member of 198 yuan.

Of course, this is an extreme situation. In order to prevent users from spending money frequently on major video websites and content platforms, some TV manufacturers have cooperated with mainstream platforms to build aggregation platforms, but they still can't satisfy users in terms of price and service.

Hisense Video's brand "Gathering Good-looking" covers a lot of contents of platforms such as iQiyi, Huashu, Mango and Buried Piles. According to the staff of Hisense TV, the annual VIP recharge fee for "Gathering Good" movies is 598 yuan, and you can watch the membership content of multiple platforms for free. "The viewing needs of ordinary families are basically met, and it is no problem to watch the recent hit dramas and variety shows. However, the children's channel should be recharged with the children's VIP alone. "

As the "sales champion" of smart TV in recent years, Xiaomi TV has launched Xiaomi TV film and television members, including some member resources provided by Kiwi TV, Cool Meow TV, Aurora TV and Mango TV.

1February 16, Xiaomi TV members (TV terminals) and Xiaomi TV members (mobile terminals) were integrated and upgraded to Xiaomi TV VIP members with an annual card of 348 yuan.

The VIP members of Xiaomi Film and Television have broken through the barrier between TV and mobile phone, but some users feel that this system is very unfriendly to families with multiple TVs. "The two TVs in the living room and bedroom can't be watched at the same time. I asked the customer service at the same time. Only one device of the same type can watch VIP content. "

Smart TV watching movies

Why is it getting more and more complicated?

According to industry insiders, TV manufacturers are no longer making money by making hardware. Now the main profit sources are pre-installed App platforms, entrepreneurial advertisements and third-party members.

It is worth mentioning that most TV manufacturers do not produce their own content, so they can only cooperate with video platforms, and video platforms not only need to abide by various regulations, but also have to consider their own revenue needs when providing relevant content.

Take the most criticized TV members as an example. Consumers have been questioning why the members they bought can't be used directly on TV. On the one hand, because the management of the TV side is the State Administration of Radio, Film and Television, there is an additional license and audit requirement. Therefore, Youku's TV App is called Cool Vision, Iqiyi is called Galaxy Kiwi, and Tencent's video is called Aurora TV, which are all distinguished from mobile phones. This is an objective reason.

However, these platforms have autonomy in setting the price of TV members, which can be set according to their own costs. Some platforms have launched video content with higher definition for TV big screens, so as to charge higher membership fees. In order to completely block the connection between mobile phones and TV members, some platforms have also introduced screen projection fees, which is only the difference between TV members and mobile phone members, forcing large-screen users to spend more money to buy senior members. Last year, Youku was sent to hot search for this fee.

Once the member recharges, the advertisement cannot be closed.

How to retain smart TV users

65438+1On October 6, People's Daily published a commentary saying that in recent years, more "smart" smart TVs have gradually entered thousands of households. However, many consumers find that they always need to pay extra for watching the content they are interested in, and they have to recharge the members separately to watch the content of different platforms on TV. Sometimes, even if you open a member, if you want to watch a certain kind of program on the platform, you have to recharge it. Watching TV for a while, members need to recharge, and many consumers are dissatisfied with this.

Most smart TVs on the market are pre-installed with various video platforms. Users complete the membership recharge on the big screen, and TV manufacturers can get a certain percentage of the share. Encouraged by the double growth of revenue and profit, more and more video platforms are installed in smart TV, and the categories of membership fees are becoming more and more detailed. Some TV manufacturers have also introduced their own membership systems. The semi-annual report of a TV manufacturer in 2022 shows that the most profitable business is intelligent display terminal, with profit accounting for 7 1.29% and revenue accounting for 80.78%. Relying on pre-installed video platforms to generate income, this business model is being relied on by more and more TV manufacturers.

Different from selling hardware as the main profit channel in the past, today's TV manufacturers turn their business eyes to more dispersed usage scenarios. In addition to more and more membership projects, various commercial advertisements are pervasive. According to the "202 1 Investigation Report on On/Off Advertisement of Smart TV" released by People's Network Finance Research Institute, nearly 90% of consumers have on/off advertisements in their smart TVs. If you want to watch TV, you should first look at the advertisements of power-on and set-top boxes, and then the menu selection page presented is fancy and cumbersome. Target programs are often difficult to find, and even click on paid content if you are not careful. Especially for the elderly, such a complicated operation has seriously affected the use experience.

In fact, TV manufacturers' innovative revenue model is understandable, and the fast-growing consumer market segment is also in line with business logic. However, when updating products, we should give full consideration to consumers' habits and social affordability. Impersonating the user's "bonus hunter" is tantamount to fishing. Previously, China Consumers Association released "Ten Typical Cases of Consumer Associations Organizing and Maintaining Consumer Fairness in 2020-202 1 Year", which made it clear that it was an act of infringing consumers' legitimate rights and interests that smart TV start-up advertisements could not be closed. According to statistics, in the first half of 2022, the omni-channel retail volume of China color TV market was 6,543,806,720 units, down 6.2% year-on-year. At the same time, the average daily operating rate of TV sets has dropped below 30%. Of course, there are mobile terminals such as smart phones and tablet computers vying for attention, but it is also an indisputable fact that the TV watching experience is reduced and various routines infringe on consumers' rights and interests. In the multi-screen era, how to retain the audience in front of the screen and attract more users with richer content and better experience is a problem worthy of consideration by TV manufacturers.

It should be noted that smart TV aggregates the contents of radio, television and major video platforms, and the frequency of family replacement is low, which has incomparable advantages over other household appliances. In order to make the huge content pool of smart TV exert the greatest attraction, it is necessary to further open up the ecological partition of content, adjust the pricing strategy of video products, and optimize the experience according to user feedback. With the increasing diversification of video content and service load, the simpler the operation and the more humanized the function of smart TV, the more it will be welcomed by consumers. Nowadays, with the continuous upgrading of residents' consumption, the consumption space based on the Internet platform is constantly expanding. Learn to listen to the voice of consumers, and constantly improve the friendliness of TV products to users of different ages, so as to better meet people's needs for a better life and achieve a double harvest of word of mouth and market.