Consumers who pay attention to the protection of personal rights and interests are difficult to miss the annual consumer "Spring Festival Gala" - the 315 Evening Party.
However, from the moment the TV was turned on, about 300 million consumers across the country had been infringed on – dozens of seconds of on-off ads.
This is a "stubborn disease" that has been accumulated in the smart TV industry for a long time, but there is a trend of bad currency expelling good money, and manufacturers have "fallen" one by one. Not only on the "315" rights protection day, in the past days, many consumers have continued to complain.
"Watching TV is originally relaxing, but when you start to watch the ads first, you can't turn them off, and you can't dodge the ads of the mobile APP, but you can't hide here." What's even more frightening is that the ads are getting longer and longer, starting with a dozen seconds, then tens of seconds a minute, and there may be a sprint race that is over. ”
On social media platforms, you can often see consumers' various complaints about smart TV switch-on ads: whether it is sports enthusiasts who are anxious to watch the live broadcast of the game, children waiting to watch anime, or middle-aged and elderly users who are not familiar with the network, the bad experience of turning on and off ads cannot be skipped is a refresh of the lower limit of endurance again and again.
No wonder, some people miss the old TV of the past, and can turn the machine on and off with a refreshing button.
Smart TVs that collect the rich content of the Internet should not be so complicated, and they should not make people wait too long.
It is also the International Consumer Rights Day on 3.15 of the year, and the theme of this time's CCTV 3.15 evening party is called "fair and honest, safe consumption", that is, fair, reasonable, equal and assured consumption. The on-off advertising allows consumers to passively accept the content they do not want to see, which is contrary to fairness and integrity, and it is not at ease.
Switch machine advertising, why has become a smart TV "psoriasis"
When the smart TV has not yet been popularized, the boot method in our memory is very simple and rude, pick up the remote control on the coffee table, you can start the machine with one button.
But in the era of smart TVs, after some TVs are turned on, they do not jump out of TV programs, but advertising content ranging from a few seconds to tens of seconds. When the user just found the button to close the advertisement, the advertisement also ran out.
Savvy TV manufacturers have earned a handful of advertising clicks. For the audience, the so-called intelligent technology has not brought the good experience it deserves.
On a consumer service platform, enter keywords such as "TV, boot advertising" and find 172 results.
Some users said that after first buying back the TV, it was a key switch, no advertising; but after a few months, the TV not only suddenly extended the switch time, but also appeared 15 seconds of switch on and off ads.
In addition, there are also consumer complaints that the on-off advertising seems to have a tendency to extend. "At the beginning of 10 seconds, I put up with it, and now it has become 15 seconds to 20 seconds, and every time I turn on and off the machine, it is like being forced to watch an advertisement, and I am more and more disturbed."
In fact, before users buy smart TVs, some salespeople are reluctant to take the initiative to inform the system of pre-installed "on and off ads" in order to sell products. Some manufacturers responded after receiving consumer complaints that the switch on and off advertisements were pre-installed by the system and could not be cancelled.
Article 44 of the Advertising Law clearly states: "The use of the Internet to publish and send advertisements must not affect users' normal use of the Network." Advertisements published on Internet pages in the form of pop-ups, etc., shall be conspicuously marked with a closing sign to ensure one-click closure. ”
But the reality is that the user looked for half a day in the system settings, but did not find the closing function of the advertisement.
Some consumers even said that many advertising messages are extremely misleading. "The information conveyed by many switch-on advertisements does not seem to be very reliable", which is not very reliable for some elderly viewers who do not have a strong sense of prevention, just out of the traditional TV exaggerated TV shopping bombardment, and it is easy to fall into the "trap" of the on-off advertising.
The negative impact of the on-off advertising can be small or large, but in any case, it should not become a reason for consumers to resist smart TVs, nor can it become an obstacle to the orderly and healthy development of the smart TV industry. Regulators have paid attention to it many times and authoritative media have repeatedly exposed it, but they can't get rid of this "psoriasis", and the reason behind it lies in the high advertising profits.
Manufacturers earn 2.6 billion yuan a year in advertising costs, and consumers are "woolen"
With the rich Internet content ecology and the large investment of technology companies, the smart TV market has maintained rapid growth.
At present, the scale of domestic smart TV coverage users has exceeded 300 million, and there is a trend of continuous expansion, and smart TV has long become a standing at home.
In the early stages of the Internet's invasion of traditional industries, it often needs to capture a large number of users through lower prices. The result of the price reduction is that consumers are profiting from the price, but relatively, the profits of manufacturers change from thick to thin.
The so-called "wool out of the sheep", the profit has become thinner, where to make up? As a result, the "switch-on advertisement" was targeted. What's more, individual manufacturers have also embedded advertisements on the dazzling TV UI interface.
According to data, the scale of domestic Internet advertising last year was close to 550 billion yuan, and system advertising, including on-off advertising, could bring 2.6 billion yuan of revenue to related manufacturers.
In October 2021, the "Big Screen TV Pain Point Report" released by consumer reports showed that the on-off advertisement has become the "number one pain point" for consumers. Regarding the bad reviews of advertisements, consumers are reflected in three aspects: poor experience, long time, and inability to close. Among all the domestic and foreign TV manufacturers surveyed, only Samsung, Panasonic, Sony, Honor, and LG have no advertising.
Subsequently, the People's Network Finance and Economic Research Institute released the "2021 Smart TV Switch-on Advertising Research Report", and the relevant data also pointed out that advertising has seriously affected the consumer experience. More than 89.9% of the respondents said that their smart TVs contain "on and off ads", and only 10% of those without on and off ads;
86.1% of the manufacturers did not set the "one-click cancel/close button" for the on-off advertisement; 84.9% of the respondents only found that there was a on-off advertisement when using it, and the proportion of respondents who knew before purchasing was only 9.6%.
It is worth mentioning that the data shows that the five items that respondents value most in choosing smart TVs are "picture quality", "price", "after-sales service", "whether there is advertising on and off" and "sound quality", accounting for 85.3%, 72.2%, 59.1%, 55.6% and 49.5% respectively. Whether there is an advertisement for switching on and off the machine has become a very important factor for consumers to buy products.
This money-making model is to "cast wool" from consumers, which not only damages the consumer's experience of watching TV itself, but also allows pervasive advertising to break into the family space.
The distorted profit model tramples on the rights and interests of consumers, and does not forget to pour dirty water on consumers. In fact, without discussing the high-priced products of Manufacturers such as Sony, the price of the glory smart screen without advertising is lower, and it has won many times in the objective horizontal evaluation of the technology media.
Manufacturers can not be "fair and correct", how can consumers "consume with peace of mind"?
According to the latest data released by Aowei Cloud Network, in February this year, the retail sales on color wires fell by 17.6% year-on-year.
There are many reasons for the decline in smart TV sales, but the poor experience is not innocent, including on-off ads.
As a product whose right to use has completely belonged to consumers, what to see, what to experience, and whether there can be on and off advertising, the consumers themselves have the final say.
Science and technology are good, and the original intention of television practitioners cannot change
Technological changes have produced cooler products, but the service and experience have not changed with them. When TV manufacturers only focus on technology profitability and ignore user experience, technology loses its original intention to create a better life.
Consumers will eventually vote with money to support products that focus more on user experience, allowing good money to drive out bad money.
In contrast, in the domestic television industry, we need manufacturers like Glory to dare to break the chaos of the industry and "run retrogradely".
In an interview with the People's Living Room last year, Zhao Ming, CEO of Glory, said, "We are the first company in China to propose no advertising on and off the machine, and we are also one of the manufacturers that are still adhering to the smart screen switch machine without advertising, and the core value of our company is consumer-centric." "A lot of people were impressed.
Insisting on no-switch advertising is not easy. The reason why the chaos of switching on and off advertising is that it has indeed brought a lot of benefits to many manufacturers. In contrast, glory, "Ren'er east, west, south and north winds, I stand still", from the creation of the smart screen category in 2019 to the present, has been practicing the concept of "no advertising on and off the machine".
Take the Glory Smart Screen X2 series released in September last year, in addition to continuing the characteristics of no ads on and off the machine, it also performed well in terms of sound and picture quality, multi-screen collaboration, smart interconnection and other product strengths.
1.07 billion color wide color gamut full color screen, high color depth, 92% DCI-P3 wide color gamut, 2 * 10W independent large sound cavity, coupled with professional sound algorithm tuning, can bring consumers surround immersion "home theater level" enjoyment. Moreover, the full screen has passed the double certification of no stroboscopic and low blue light eye protection in Rheinland, and the whole process adopts DC dimming, which is eye-catching and eye-protecting.
As a long board of Honor's consistent technology, Honor's self-developed Cast+ screen projection protocol makes Honor Smart Screen X2 can easily and quickly collaborate with mobile phones, tablets, notebooks and other multi-devices, and the needs of complex scenes such as game entertainment, office sessions, and graphic creation can be met.
Good products can speak, at the 7th Responsible Consumption Forum, Glory Smart Screen won the "2021 Annual Responsible Product Award" as a new product in the industry with the value of "consumer first", excellent technical level and product quality.
The so-called responsible consumption means that the consumer body should make the consumption behavior have a positive impact on the future life, and uphold a "responsible" attitude in the consumption process, so as to promote production and provide products that are more in line with the healthy and long-term development of the industry. Obviously, the Glory Wisdom Screen can afford it.
As a pioneer in leading the industry's no-advertising trend and a fellow traveler for the sake of consumers, the on-off and non-advertising of the glory smart screen is only the first step of fairness and integrity, so that consumers can consume with peace of mind and promote the goodness of science and technology, which requires more TV manufacturers to participate in it.