In the context of declining shipments, can large models become a "killer" in the TV industry?

Reporter: Fan Qianqian Editor: Zhang Haini

On November 20, Sichuan Changhong released the world's first smart home appliance AI platform based on large models - Changhong Yunfan. On the same day, Sichuan Changhong also released the world's first starlight TV. This is the first time that the new generation of wireless short-range communication technology, Starlight technology, has been applied to home appliances.

Generative AI has swept all walks of life this year, and exploring how to use new technologies to empower new business development has become a hot topic. This is not the first time Changhong has set foot in large models. In June, Changhong TV's AI large model "Changhong Super Brain" was released. And in the TV industry,Changhong is not the only TV manufacturer involved in large models,Hisense、Konka, etc. are exploring the application of large models in the TV industry。

What is the reason for the TV industry"Large model tide"?On the one hand, smart TV is now facing high learning costs、Not deep understanding、Difficulties such as incomplete satisfaction,Generative artificial intelligence large model is conducive to simplifying the process of human-computer interaction,Improve user experience;on the other hand,From the current situation of the industry,Today's TV market shipments have declined significantly year-on-year。 In the context of sluggish terminal demand, TV manufacturers need to improve the user experience or reverse this decline.

In this context, the emergence of large models seems to have become an important opportunity for the intelligent transformation and development of the TV industry. However, some experts suggest that TV manufacturers need to focus on improving user experience and practicality when exploring the application of large models in the industry.

How are big models transforming the TV industry?

11month20day,Sichuan Changhong released the world's first smart home appliance based on a large modelAIPplatform——Changhong Yunfan,It is reported that at present, Changhong's 8K series、ARTISTSerfoil series、288HzSuper feather speed series TV has been the first batch of Yunfan。 This is Changhong's second foray into a large model after the release of the AI large model "Changhong Super Brain" in June.

It is worth mentioning that large models have set off a wave in the TV industry. 2month,Hisense Video Technology announced access to Baidu"Wenxin Yiyan"Comprehensive capabilities,Next, Baidu's leading intelligent dialogue technology achievements will be applied to large display plates, including Hisense TV,Create AIGC and other artificial intelligence products and services。

6month,Shenzhen Konka A also said in reply to investors' questions,Konka TV supports far and near field voice functions,Film and television search can be carried out through voice、Program on demand、Weather query、Encyclopedia chatting and other operations。 The company is actively applying big data, artificial intelligence and other technologies to smart TV products.

Why are TV manufacturers seizing the opportunity of the layout of large models?Li Chunchuan, general manager of Changhong Multimedia Industry Company, mentioned a complaint from his friend,This may also be the dilemma faced by smart TVs today。 "I remember a friend asked me,Now smart TV is getting more and more difficult to use,If you want to really learn a smart TV (use),You have to take a training class,At least three hours。 It's even less friendly to the elderly, and smart TVs don't seem to be 'smart'. ”

In Li Chunchuan's view,Limited by the bottleneck of artificial intelligence development,There are three problems that need to be solved urgently in today's smart TV experience:High learning cost、Lack of deep understanding、Incomplete satisfaction。 Among them, the reason for the high learning cost is that there are more and more differentiated needs of consumers, more and more TV functions, and the operation interface is becoming more and more complex; the lack of deep understanding means that voice commands can only be executed conditionally and restrictively; and the incomplete satisfaction is that it cannot accurately meet the personalized needs of users.

The language processing capabilities of generative AI models can help solve the above problems, which is conducive to simplifying the human-computer interaction process and enabling products to provide users with more accurate services. Li Chunchuan took Yunfan as an example and told reporters that in the past, TV has always been a single command, a single action, a single experience, and passive execution; now, Yunfan has upgraded the platform, interaction and content, giving TV an active perception of humanity and temperature.

Zhao Yanjun, vice president of iFLYTEK consumer BG cloud platform business, mentioned at the press conference that there has been no essential breakthrough and development of traditional natural language processing in the past 10 years, but the rapid development of large model technology in the past two years has made us see the dawn. "Based on the in-depth understanding of large models, the emergence of artificial intelligence, generation, knowledge quizzes, etc., make the TV scene have a broader imagination space. ”

Grasp the new technology behind the empowerment: the TV market shipments have declined significantly

11month20day,Sichuan Changhong also released the world's first starflash TV,This is the first time that starflash technology has been applied to home appliances。 It is reported that Starlight is a new generation of wireless short-range communication technology, with six technical competitiveness: low latency, high throughput, high concurrency, high reliability, anti-interference, and precise positioning. At the press conference, the reporter also saw the supporting Starlight gaming mouse, gamepad, remote control, microphone, microphone, camera and other hardware.

Changhong Star Flash TV Supporting Hardware Image source: Photo by reporter Fan Qianqian

On the one hand, it is based on a large model to improve the software experience,On the other hand, it is based on the new technology of Starlight to improve the hardware experience,Obviously, TV manufacturers are working hard to improve the intelligent use experience in both software and hardware。 Especially in the context of the decline in shipments in the TV market, the improvement of intelligent experience may become a breakthrough to reverse the decline.

According to the 2023 Q3 "Monthly Tracking of Brand Shipments in China's TV Market" released by Lotu Technology, in the third quarter, the shipments of brand machines in China's TV market reached 8.69 million units, a decrease of 12.9% from the same period in 2022. According to the research data of Qunzhi Consulting, the global TV market shipments are expected to decline to 215 million units in 2023, a year-on-year decrease of 2.5%, the lowest in the past decade.

If you want to drive the growth of shipments,It is necessary to promote the growth of the demand side,For consumers,Watching TV is to pay attention to the viewing experience,The second is to pay attention to the intelligent use experience,The former is based on the improvement of display technology,The latter is based on the intelligent improvement of software and hardware,Major General Ding, the founder of nail technology, also said in an interview with the media,"There are currently two major directions for innovation in the smart TV industry,One is display technology,The other is intelligent technology。

In the field of display, in recent years, new panel technologies have emerged one after another, including OLED (organic laser display), MiniLED (sub-millimeter light-emitting diode), Micro LED (micro-light-emitting diode display), etc., but the dominant position of LCD (liquid crystal display) panel in the TV industry has been standing. TCL Technology Chief Operating Officer Wang Cheng also mentioned in an interview with media reporters including the "Daily Economic News" reporter at the end of last year that LCD panels will still be the main force in TV applications for a long time in the future.

The improvement of software and hardware intelligent experience is one of the keys to the efforts of TV manufacturers. "While meeting the explicit needs of users,Combined with users' living habits and pain points,'Create'More scenes,Enrich the scene application of color TV categories,Improve the intelligent experience will become an important means to stimulate the growth of TV sales。 Li Chunchuan mentioned in a written interview with the reporter of the "Daily Economic News".

However, although the application of generative AI models is in full swing in all walks of life, it is also necessary to note that the industry is in the early stage of development, and it still faces problems such as immature technology and unformulated standards.

For TV manufacturers to explore the application of large models,Senior industrial economic observer Liang Zhenpeng in a telephone interview with a reporter from the Daily Economic News" suggested that more applications need to be developed around the actual needs of consumers,"To make the function grounded,Let users think it is very practical,There is a killer level application like artificial intelligence voice interaction。

National Business Daily