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TV intelligence, while bringing a new audiovisual experience, "intelligent troubles" follow, that is, like "nesting dolls" endless and cold pop-up charging packages. Finally, the State Administration of Radio and Television has made a new move to charge TV "matryoshka dolls". A few days ago, the State Administration of Radio, Film and Television, together with the Ministry of Industry and Information Technology, the State Administration for Market Regulation and other relevant units, held a mobilization and deployment meeting to control the charging and complex operation of TV "matryoshka dolls", requiring that pilot work and special rectification be carried out before the end of this year, focusing on solving the problem of "too many charging packages, many charging subjects, and opaque charging fees".
There are many charging packages, many charging subjects, and opaque charges, which are precisely the most charged phenomena encountered by smart TV users. In Suzhou, there are many citizens who have experience of this, especially elderly users, and there are many people who watch TV and see a "confused account".
Therefore, the problem of TV "matryoshka doll" charging, what have Suzhou users encountered? How to deal with it? What are the observations?
"Matryoshka doll" has many tricks, and the elderly and children are easy to "get tricks"
"I wanted to watch TV comfortably, but I was forced to watch a two-minute commercial when I turned it on." "Click on the popular drama page, before successfully broadcasting various programs, you must also buy built-in TV members, video website members, dedicated members in different regions, and 'on-demand tickets' for some programs." "After finally completing the membership recharge, 'member-only advertisement' played on the screen." Speaking of TV "matryoshka doll" charging phenomenon, there are still many "slots" of users. Watching TV is difficult, annoying, and expensive, which is the user's feeling that TV "nesting dolls" charge more.
Mr. Xu, a citizen of Suzhou, has two daughters who are in kindergarten. During this summer's vacation, in order to make it easier for children to watch cartoons, he opened a "regular membership" in the children's section on the TV interface, which costs 40 yuan a month. While he was playing cartoons, he found that many other cartoons required additional payment and had to be upgraded to "Diamond Membership" to play. And this part of the cartoon is exactly what children like to watch, so Mr. Xu actually spends hundreds of yuan on watching TV for his children every month.
Regarding the charging method of the TV children's zone, "Daddy" Mr. Yan also said: "There are dozens of episodes of cartoons that children like to watch, and the first part can be watched as long as a paid member, but when you see the latter part, you have to pay on-demand, and the money spent on on-demand is much more expensive than charging membership." ”
Ms. Zhu, a citizen, only found out that her family had newly opened a TV membership after receiving an SMS reminder of arrears a few days ago and inquiring about the bill. But only two elderly people in her family usually watch TV, and they don't remember when they opened the membership. To this end, Ms. Zhu called the operator's customer service and was told that to open a member, she only needed to "click to activate" with the remote control, and there was no follow-up verification process. "It should be the elderly who accidentally pressed it. Fortunately, I found out, otherwise I don't know how much damage it would have caused. Ms. Zhu said, "Don't talk about these things for the elderly, sometimes I can't do it myself." ”
The experience of several users is not unique. According to the latest data released by the China Consumers Association, the number of complaints about the charging of smart TV platform "matryoshka dolls" has increased significantly. The "matryoshka doll" fee not only lowers the viewing experience of the masses, but also makes it easy for consumers to spend their money unclear.
"Each with its own tricks": member set member, service set service
The survey by the moderator of the "Code on the Chamber" found that some smart TVs come with their own video content platform, but users can also download other video platforms according to their preferences. The major platforms hold the copyright of different popular dramas, and some popular dramas can only be tried for free for 5 minutes, and the "open membership" or paid on-demand page will pop up after timeout. So paying by platform actually becomes paying per drama.
But even if a member is opened for the sake of chasing dramas, there are other "matryoshka dolls" in the process of chasing dramas. "Some dramas are updated regularly, but after a few episodes, they begin to hang their appetites, sometimes stopping for a new episode, if you want to watch it first, you have to pay on demand, and some require you to upgrade your membership to be the first to watch it." User Mr. Yan "complained". What he said is the level of paid members, from low to high, viewing rights are different, including clarity and on-demand permissions in advance, etc., and the higher the level, the higher the corresponding cost.
In the actual experience, the host of the "Code on the Chamber" also found that for the membership services of different video platforms, some e-commerce companies have launched membership physical cards. Physical cards are divided into seasonal, semi-annual and annual passes, and merchants offer consumers more favorable prices than buying a membership of a video site. At the same time, you only need to buy a card to enjoy membership services on multiple platforms.
Mr. Yan, who can apply for a season card, found that the original membership fee of 88 months/quarter, after several months of continuous automatic deduction, inexplicably became 98 yuan/quarter. By the time the reconciliation noticed the change, the money had been deducted for months at $98 per quarter.
As a result, the charging issue of smart TV "matryoshka dolls" has frequently aroused heated discussions. Some people say that excessive payment requirements have seriously reduced the user's viewing experience, "expensive and troublesome to buy a TV as a decoration"; Others think that TV charges are reasonable, and it is understandable to enjoy wonderful video content after consumption; Some people have suggested that TV charging is a respect for the copyright of film and television works, but the chaos of charging fees full of major merchants is really "overwhelming".
Clearly mark the price to avoid "set" out of confusion
What are the membership benefits that I can enjoy if I become a member? Even if the platform has a reminder to read the "membership agreement" option before paying, but in the face of dozens of pages of text and pictures, I believe that not all users have the patience to read it and remember and distinguish clearly.
The Law on the Protection of Rights and Interests of Consumers clearly stipulates that consumers have the right to know and choose, that is, the right to know the true situation of the goods they purchase or use or the services they receive, and the right to enjoy the right to choose goods or services independently. The obligation of proprietors to provide truthful and comprehensive information, including providing consumers with information on the quality, performance, use, and validity period of goods or services, shall be truthful and comprehensive, and must not make false or misleading publicity. In short, it's a clear price.
Compared with the Law on the Protection of Rights and Interests of Consumers, it is debatable whether some common TV "matryoshka doll" charging behaviors are reasonable and legal. A few days ago, many departments of the state specially held a mobilization and deployment meeting for the management of TV "matryoshka dolls" charging and complex operations, which shows its necessity. The meeting focused on the resolution of the large number of fee packages, the large number of charging subjects and the opaque charging of fees, which correspond to consumers' right to know, the right to choose and the obligations of operators to a certain extent.
When is TV charging not "nesting dolls", and when is paying for watching TV no longer nerve-wracking? Wait and see.
(Su News financial media reporter Ye Yongchun, intern Tao Sang Tianyu text/picture/video)
Editor: Jin Ran