Source: Vista Look at the world Text: Rice Sprinkle
ID：vistaweek
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-The following is the text-
Contemporary young people can play with drones, and they can do PPT hard.
He prides himself on his proficiency in the use of computer phablets, but he can't get the smart TV set in his hometown.
Some time ago, the State Grid released a "2022 China Aging TV Research Report", the first data in which is that "nearly 50% of the elderly can't find the programs they want to watch".
As soon as the data came out, it was the young people who burst into tears:
"Don't talk about the elderly, even I can't find it!"
Many people still want to break their heads and don't want to understand -
Why is there no TV show after the Smart TV is turned on? Why does it have to be paired with a remote control?
Where to find the live broadcast? Where to go for the show replay? Why is the show you want to watch so hard to find?
Why should TV members buy separately? And why is the membership fee so expensive?
……
A thousand words of complaining and complaining have finally prompted countless smart TVs in people's homes to become ruthless monitors, and they have to rely on mobile phone screen projection.
It is impossible to watch TV, and this class of young people will not be open at all.
Smart TV
From getting started to giving up
Judging from the experience of most netizens, although smart TVs have the name of "smart", they are more like testing whether humans are smart enough.
Although it has the name of "television", it is not like controlling a TV when using it, but more like controlling an aircraft carrier.
Most smart TVs need to be equipped with two remotes, and some even three.
One to control the TV and one to set-top boxes.
This means that if you want to look back on the joy of changing the stage up and down in your childhood, you need at least three steps:
After turning on the TV with Remote Control A, press the key to switch to the set-top box signal, and then pick up Remote Control B to operate.
It's like if you want to go out and play, you have to ask your dad if he agrees, and dad says, "Agree, but you still have to ask your mom."
The complex distribution of buttons on the remote control also makes you wonder whether it is the TV remote control or the helicopter operator station in your hand.
Since 2012, when LeTV announced a high-profile investment of 1.5 billion yuan to enter smart TVs, the strong popularity of this appliance in China has been carried out for ten years.
This means that the tug-of-war between generations of young people and smart TVs has also been going on for a decade.
The results of the battle are obvious, and countless people have more than a dozen or twenty broken remote controls in their homes.
After the system upgrade, the bug has to be replaced, the set-top box has to be replaced, sometimes I don't know where the bad is, but the maintenance personnel tell you that you also need to change it.
At every family gathering, all the elders and juniors will look eagerly at the young people in the family.
"Come, transfer to the central station."
At this time, you are like a new recruit egg on the battlefield, and you can only search for the enemy army in the dazzling page layout, that is, where the entrance to the TV is.
There are advertisements on the TV screen with film and television recommendations, but there is no ordinary TV.
I know that users have shown the interface of their own smart TV, and what occupies a prominent position is membership advertising.
And the most basic function of the TV is hidden in this small box.
If this frame is made a little smaller, the process of finding a TV is comparable to starting a mini-game.
What's even more outrageous is that when controlled with a remote control, the path of the cursor is always beyond imagination, left and right.
After pressing the "" key, I thought the cursor would move directly below, but it ran to the bottom right.
The settings of the page and the system are like mille-feuilles.
If you want to find a function, you have to try repeatedly, see if there is a setting option, and then change to another remote control to see if there is any other interface.
Up and down left and right painstakingly rummaging, learning, wait until you are familiar with the use of methods, congratulations, the system is about to upgrade.
After the upgrade, the page layout changes, and everything has to be repeated and entered into the circular line again.
The pages are gimmicky and flashy; the remote control experience is too poor to handle complex functions easily.
Together, the two flaws ignited the fuse of user anger, especially at the Spring Festival Gala and the opening of the Olympic Games, which were considered "Chinese must see".
If you wait Chinese New Year's Eve night to watch the Spring Festival Gala, the whole family will go into battle and tinker for almost an hour before seeing the program.
In the hearts of the elders, smart TVs are no less than the unfilial sons who have committed the crime of great rebellion.
Everyone understands that smart TVs offer more choices and more features.
But when it is not satisfactory in the most basic "watch TV" function, the complex operation process gives young people a headache.
All smart add-ons can't offset the pain of not being able to watch TV easily.
The back cover of the TV remote control of a friend's house is missing, and she fell after she got angry once.
It took her a quarter of an hour to find the animation she wanted to see for her children, during which she watched five two-minute commercials.
After six minutes, the screen prompts "The trial content has ended, and it takes 328 yuan / year to open a children's column member."
Diaphragm should be advertised
If I had to sum up most people's experience with smart TVs in one word, it would be chaos.
From hardware to software, from interaction to payment, manufacturers are competing for deer, and consumers are dizzy.
The interface interaction and system design of different manufacturers are very different, and the use experience is inconvenient and general.
If it is inconvenient to use, it is only a defect in the design of the smart TV or the technology itself.
Some of the diaphragm advertising operations of that smart TV can be regarded as crazy jumping on the thunder point of the public.
Among the main forces watching TV, the underage group is targeted by some businesses.
Netizen @Chen1n posted a photo, and the TV screen showed "Let Mom and Dad help you open a junior VIP member."
And commented on this, "Yes, disgusting enough, ask the child for money".
Some netizens also complained that the advertisement for children was designed to read "Ultraman is locked up!" Let Mom and Dad scan the code to unlock" and other words.
Whether such advertisements are suspected of violating the law or not, it is quite uncomfortable just to routine the children themselves.
in an interview with @Tech Planet, user Chen Liang said that he opened a "film and television membership" after the expiration of a smart TV membership of 199 yuan.
After opening, it was found that "film and television members" can only watch videos such as movies, and the cartoons that children want to watch cannot be used, and "children's members" must be opened.
The end result of the endless stream of child members is naturally that the parents have a very poor experience with their babies.
On Weibo, netizens shared their children's desperate cries when watching TV -
"I want to watch TV watched by children, I want to watch Princess XX."
"I want to see Princess XX who doesn't want money, ah hate, how can this be money!"
The problem of boot advertising, which has been complained about by the public for a long time, has also been rectified.
In 2019, the Consumer Protection Commission of Jiangsu Province has carried out special actions and issued rectification notices in this regard, and around July 2020, 6 enterprises including Xiaomi, Skyworth, Haier, Hisense, Sharp and Changhong have issued rectification instructions for start-up advertisements.
However, half a year later, @surging news conducted an interview and found that the boot advertisement was not banned.
A consumer in Sichuan found that after the automatic update of the system at the end of 2020, his smart TV had more dynamic boot ads.
In a follow-up interview with the after-sales staff of a TV brand, the other party directly said:
"Boot ads are available on all models because our TV provides so many sources that we need to insert appropriate ads to keep the sources free"
Video copyright needs to be paid for consumption, this truth is not unknown to the public, what really makes ordinary people irritable is "spending money is not painful".
If the merchant can clearly inform the purchase at the time of purchase, or the box is clearly marked with "this machine contains boot advertising", rather than quietly stuffing it without the consumer's knowledge;
If the various members in the smart TV can have a clear distinction and introduction, rather than a mess, the sense of experience will be greatly improved.
Some people in iQiyi's official flagship store complained that the "Galaxy Kiwi Members" purchased by themselves could not be used in the "Kiwi TV" that came with the TV.
The categories are too chaotic, and the audience is too heartbroken.
In addition, many people do not know that smart TVs cannot watch live TV broadcasts without installing set-top boxes.
When you want to see it temporarily, you will have doubts:
"I'm dying, why do I have to pay for a Spring Festival Gala?"
Most smart TVs are turned on and have an interface similar to the one shown below.
Under this interface, it is actually more like an enlarged version of the phone, without the traditional TV station function.
Because you want to watch live TV, you have to buy a digital cable TV service with a set-top box separately and pay more money, and many clerks do not make this clear when selling.
I was once called out by the old man at home to help her card friends watch how the TV turned on.
When I saw that the smart TV did not install the set-top box service at all, it could only search the Network, and it was necessary to open members everywhere, which scared the old couple "dare not move, and it will cost money to press it."
So they only dared to watch some movies that took turns in the recommended box, and couldn't understand "why tv can't be changed"
The sales sister in the electrical appliance store herself can't understand it, only saying "I can see it, I can see it on the Internet."
All kinds of chaotic flaws have jointly brought about a situation where "smart TVs can't even spend money".
Imagine spending thousands of dollars to install a bright smart TV on the wall, opening it and finding that watching ordinary TV stations wants to buy members, different apps have to buy members, and the TV itself has members for ads.
The path of membership is higher than a mountain, and it is inevitable that you will be overwhelmed with fire and confused at the same time:
Those happy times to watch TV? Where did it all go?
Smart or retarded?
Let's go back to the beginning of everything, each is still a bulky TV set, but also need to buy a set-top box, pay an annual fee to watch TV.
At this time, people's distress is that there is no content on the TV that they want to watch, or they miss the live broadcast time and cannot watch the program.
After the smart TV appeared, everyone warmly welcomed.
Imagine that this category is perfect, ordinary live TV is normal to watch, but can be network on demand, watch playback and so on.
Smart TVs are also gradually becoming popular, with more than 260 million smart TVs in China in 2021, with a penetration rate of 59%, far exceeding the global average penetration rate of 32%.
But gradually, everyone realized that something was wrong.
Most people's simple appeal to television is actually to watch live TV, or watch a drama on the big screen to be cooler.
Turn on the TV as a background sound after a meal, often only the elderly and children will watch seriously, and adults brush more mobile phones.
However, on the page of smart TV, the entrance to the live broadcast of TV stations has become difficult to find, and there are more and more film and television recommendations, advertising slots, and member recommendations that may not be interested.
The profit model of television has long been subtly changed.
Once the TV manufacturers were selling the machine itself to make money, and broadcasting what was the TV station's business, it had nothing to do with me.
However, after the technology and category of smart TV, it is no longer popular to make money only by buying hardware, and it is necessary to make money by selling content and selling operations.
Around 13 years ago, major manufacturers set off a price war in the smart TV industry, Xiaomi's 47-inch TV sold 2999, and then LeEco announced that its 50-inch TV was priced at 2499. The price of the 42-inch TV jointly launched by Ali and Skyworth was once pulled down to 1999.
At that time, the traditional TV manufacturers frowned, and Jian Zhimin, global product director of Hisense, directly questioned "How long can the price be supported if the price is lower than the cost?" ”
However, Internet companies are scrappy and seize the market, for a very simple reason:
Smart TV, comparable to the advertising screen installed in the home of ordinary people.
Although there is not much money on the hardware, every pixel on the screen can be exposed and have commercial value.
Smart TVs were predicted as "the most amazing advertising carriers for video content" as early as 2013, and today's public complaints are just the result of the industry after years of operation.
Don't understand smart TV as "TV" anymore, it is more like a mobile phone with a large screen, or a version that does not support touch screen and can only watch dramas.
The criticized open-screen advertisement is equivalent to the opening-screen advertisement seen when opening the mobile APP.
The criticized TV member is equivalent to watching a movie on a mobile phone and having to be a member.
Although the screen size of the smart TV is large, it is not dedicated to watching TV for you, but also a window to display goods.
Among the various products, the traditional TV station live broadcast is just one of the functions.
Shop windows naturally need to display as many goods as possible, which determines that the interface of smart TVs is always crammed with posters and advertisements.
At a glance, the amount of information is huge, but the TV function you need can't find
The smart TV experience has gradually become:
Turn on the TV to watch the 30-second boot ads first, switch the TV or select the app in the colorful film and television recommendations, and watch a few ads during the period.
Not to mention in the process of watching the show, there are ads at the beginning and end, a large number of resources to pay to watch, and some smart TVs even insert 15 seconds before turning off.
Ads fly together with members, eyes and wallets work together.
What is even more frustrating is that the above annoying problems are difficult to solve in the short term.
Its essence is the misalignment of needs and services:
TV manufacturers offer a variety of large-screen video membership services, but you just want to sit together and watch TV as a family.
It's like walking into a restaurant, the other person's menu is thick and thick, but you just want to find the white porridge you want to eat.
No matter which step the smart TV wants to open up and what kind of life to lead, it can't escape a sentence -
"Television is for watching."
If you can't find a place to "watch" in the ads, what kind of TV is it?