Shulou(Shulou.com)11/24 Report--

Recently, the issue of arbitrary charging by video platforms has triggered a heated discussion throughout the network, with some platforms carrying the banner of "protecting film and television copyright" and starting a variety of ugly money collection behaviors. Not only the member price continues to rise, but also the free screen function that comes with the mobile phone begins to tamper with, limiting the screen resolution without VIP. Recently, some netizens found that they can no longer project the film and television content of a video platform on iPad to the TV through the HDMI data cable, and the response given by the platform is still "copyright protection". You know, wireless projection and HDMI connection transmission are provided by mobile devices, and the video platform asks you for permission but does not give it to you. The purpose is to force you to open TV VIP, which is tantamount to killing the goose that lays the golden eggs.

Of course, in addition to the various charging chaos of the video platform, the TV brand itself also has many charging problems, which has gradually become a common problem in the whole industry. The hardware configuration of TV products is becoming more and more transparent, and the profit space that hardware can bring is getting narrower and narrower. In recent years, TV sales have continued to decline, and brands can benefit less and less from the products. Therefore, we can only seek growth points from software services and other aspects. In the end, it evolved into a channel and a member, which requires members to use even one of the most basic functions. Without a member TV, it is like an advertising machine, helping the brand to make a profit even if it is not used.

(photo Source: Sony official) many people blame the decline in TV sales on market saturation, economic downturn, short video shock and other factors, but the biggest root cause may be the TV product itself. Even the brand that sells you TV doesn't want you to watch TV comfortably, so don't expect consumers to have the enthusiasm to change TV. How serious is the situation of arbitrary charging for television, and how to deal with it? can consumers watch TV well without opening members?

TV member, have you studied it thoroughly? It is understood that at present, Xiaomi, Hisense, Skyworth, Huawei and other brand televisions all have their own membership systems. If you buy a TV without membership, you can only watch a small amount of free content that is relatively unpopular in the system. Boot advertising, pre-film advertising is also inevitable, and even a short interval may be inserted into you, which makes the experience distressing. Moreover, the functions promoted by the brand, such as Dolby Vision, Dolby Audio, 4K HDR and so on, may not be used if they do not have a member. If you want to fully experience the various functions on TV, you have to open a member.

(photo Source: Xiaomi official) but have you really studied the complex membership system of TV brands? Many people have encountered such a situation, they have obviously opened a member, but when they open a children's channel or sports channel, they still remind you that you must open a member to watch. Therefore, before opening TV members, we need to study and understand the specific rights and interests of the major TV brand membership system, and then combined with their own actual needs to buy the most cost-effective type.

The members of many domestic TV brands are divided into single members and combination members, for example, the single members of a certain brand include kiwi VIP, mango area VIP, 4K garden area VIP, etc.; group members have VIP, including kiwi fruit / mango area / Wasu area / 4K garden area, covering more content.

In addition, there are several brands that only offer single member options. For example, a brand has several single member types, such as Kiwi VIP, Film and Television VIP, Children's VIP, Educational VIP and 4K Garden VIP. If you want to watch the content of a certain channel, you can open the corresponding member. There is no package and there is no discount package option. What's more, there is only one member choice in the system. After activation, you can only watch the film and television content of a certain platform. If you want to see the content of other platforms, you can only download and install App, and then open the members of this platform.

(photo Source: Huawei official) although the price of a single member is cheap, but the content is relatively small, if you want to see the content of all the major platforms, you need to open several VIP at the same time, the total cost is not low. Group members seem more straightforward, but the price is much higher, and a lot of internal benefits you may not need, cost-effective. In addition to the membership system of the film and television section, some TVs also support cloud games and AI fitness functions, which may also require you to open a variety of members. In this way, it doesn't cost much to buy a TV itself, but the process of using it costs more, and it costs more than TV for a few years.

The most hateful thing is that the membership system of the TV brand is directly bound to the brand. Although the video copyright comes from platforms such as iqiyi and Tencent, if you buy a member on brand A, you can only use it on brand A TV. You can't use it on other brands of TV, which is quite different from directly buying video platform members.

It is this pile of restrictions that make many people do not get a good viewing experience even if they open a member, but it is even worse to use it after opening it. If the TV charging mess is not dealt with all the time, by the time consumers' patience is completely eroded, the television industry may also be in decline.

In order to save the TV industry, only TV brands have emerged in the market in the past two years, such as rotary TV, social TV, singing TV, game TV and other new categories. TV brands hope to tap the needs of consumers in different scenarios and drive the growth of TV sales in the form of functional segmentation. But have you ever thought that the fact that many people do not want to buy TV is not the function and performance of TV is not strong enough, it is simply that TV has no good content to watch.

(photo Source: Xiaomi official) therefore, if you want to recover TV sales, the root cause is to eliminate the problem of member payment chaos. It is not that many people are unwilling to spend money, but they are still unable to enjoy their due rights after spending money, which is really exasperating. Xiao Lei feels that the first step in rectifying the chaos of TV payments should be to regulate the prices and rights and interests of members. Now the brand is to do their own set, the power of interpretation is in their own hands, consumers can only be slaughtered. It is necessary for authoritative organizations such as the Ministry of Industry and Information Technology or the State Administration of Radio, Film and Television to set charging standards and define the scope of rights and interests, so that the services we get after spending money will be more guaranteed, and some functions will not be suddenly lost or charged.

The second step, the members' rights and interests and data of the TV platform should be intercommunicated and superimposed with the members of the video platform. Many people buy kiwi VIP or mango VIP on TV, but the account cannot be used on the client of iqiyi and Mango, so they have to buy it again on the video platform to enjoy the membership rights. It is obvious that the film and television content of both are the same, but the account data of TV brands and video platforms are independent of each other. If you have two different brands of TVs at home, you have to pay two bills. And members who buy on brand A TV can not get the use of brand B. there are a lot of restrictions.

(photo Source: Huawei official) third step, members' cross-screen experience still needs to be improved, and they should not distinguish between TV end and mobile end. After all, users enjoy the same content. Many people think that only video platforms will do this, but in fact, the same is true of some TV brands. For example, after some brands buy members on TV, they will give you mobile members from January to March, but you must get activation on your phone within a specified period of time. Some brands you have bought kiwi fruit VIP on TV, but you still have to buy another member to watch iqiyi on your mobile phone or computer. At present, it seems that only Huawei provides "full-screen membership" services, which can be used by members across mobile phones, televisions, cars and other platforms. Break the gap between end and end to achieve cross-screen general use of members, not only more convenient for consumers to use, but also to deal with the evil of repeated charges, Xiao Lei feels that it is still very necessary.

In recent years, the operation of the domestic video platform has really made many consumers feel speechless. Member prices have continued to rise, and functions such as advanced pay-on-demand have been developed. Now even the basic screen casting has to be restricted again and again. And the paid functions on brand TV are equally varied, one channel, one member, and directly bound to the brand or even equipment, so it can only be used on this TV. The restriction is very great. Compared with cable TV in the past, it is really difficult to simply watch TV now, and the cost has increased several times. Therefore, in order to make more people willing to turn on and buy televisions, all kinds of TV charging disorders must be regulated and rectified as soon as possible. If you want to do this, you have to start with the TV brand itself, and only the brand itself can save the market.

This article comes from the official account of Wechat: ID:leitech, author: AIoT Group of Lei Tech Home Appliances

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