Xiaomi TV premium package compression over 50%! Do you watch TV easier and save money？

When was the last time you watched TV? How much do you spend on video app memberships? In recent years, smart TVs have flown into the homes of ordinary people, and TV programs have become more and more abundant, but with it, "watching TV is getting harder and harder".

Some users have pointed out that if you want to watch TV freely and independently, you need to buy a series of members such as members built into the TV, members of video websites and movies, members of TV dramas, and members of children. Just charging members is not enough, some TV manufacturers need to buy individual content at a single time, and even some on-demand content also sets a viewing time limit. And each Internet video platform does not "treat members equally", but is divided into multiple levels. Some levels of members can only be used on mobile phones, tablets, and computer pages. If you want to use it on TV, you need to upgrade your membership… The chaos of TV "nesting dolls" charging is very annoying to consumers.

Source: China Consumer News

In addition, hard-to-close boot ads and various complex operations also plagued users. Some users have done statistics, from opening the set-top box to the appearance of the homepage screen, the shortest time took 40 seconds, the longest took more than a minute, and to enter the live channel, it took up to 11 steps.

Expert analysis pointed out that there are many stakeholders involved in TV charging, such as content copyright holders, content service platforms, licensees, telecom operators, end point manufacturers, etc. All parties operate independently in the actual division of labor, resulting in many TV charging subjects, many names, and many channels, which exacerbates the chaos of "nesting dolls" charging.

On August 21 this year, the State Administration of Radio, Television and Television jointly deployed a multi-department plan to control TV "matryoshka" charges, and proposed a "three-step" governance path.

In the first stage, the charging package will be gradually reduced by 40% this year; in the second stage, the TV operation and charging will be standardized in the first half of next year; finally, the long-term management mechanism of the three major business systems of cable TV, IPTV and OTT will be improved by the end of next year to ensure that the TV "nesting doll" charging problem "can be cured and will not rebound". The first stage of governance has determined that the cable TV in Beijing, Shanghai, Zhejiang, Guangdong and Shandong provinces and the IPTV in Beijing, Jiangxi and Gansu provinces will be piloted.

After more than two months, initial results have been achieved in controlling the chaos such as TV "nesting dolls" charges. Recently, the official account of "Capital Radio and Television" announced that Beijing’s pilot work to control TV "nesting dolls" charges and complex operations has achieved phased results.

According to reports, in the first phase of governance, Gehua cable’s charging package was compressed by 79%, and Xiaomi TV’s charging package was compressed by 58%, far exceeding the 40% target stipulated by the State Administration of Radio, Film and Television.

In terms of complex management operations, Gehua Cable completed the upgrade and deployment of 5.50 million set-top boxes across the city, IPTV completed 1.60 million full coverage of active users, and Xiaomi TV rectification results covered all users in Beijing. All achieved the tasks proposed by the State Administration of Radio, Film and Television to watch CCTV-1 live TV for 35 seconds when turned on, and enter CCTV-1 full-screen live TV without operation for 20 seconds when turned on, and unify the names, icons and styles of live TV services.

Other pilot provinces have also achieved results in the management of TV nesting dolls. In general, in terms of charges, 7 pilot units have completed rectification 129 million cable TV, IPTV, and Internet TV end points, and the fee package has been reduced by more than 50%, up to 79%. Charges are more standardized and transparent; in terms of complex governance operations, 80% of cable TV end points and 85% of IPTV end points nationwide have been turned on to watch live broadcasts, boot and boot advertising hours have been standardized, and free content supply has gradually increased.

Some users may have recently experienced "turning on the live stream". After turning on their TV, the live TV channel will be played directly on the boot screen. In addition, they may also find that the tariff is clear at a glance, and there is a clear distinction between free and paid programs. At the same time, there are fewer TV charging packages, more free areas, and more transparent consumption.

Although the phenomenon of TV "matryoshka" charging has improved after a period of governance, some netizens said: "It doesn’t matter, I don’t watch TV for a long time anyway." This can’t help but reflect, smart TVs have realized the "standard" of "turning on and watching live" and "charging without routines" in the era of black and white TV, can they recover those lost viewers? While solving the complex problems of TV "matryoshka" charging and operation, strengthening high-quality free content supply, open charging items/standards/methods, smooth complaint and dispute resolution channels, and bringing TV users a better audio-visual experience are the strongest magic weapons to retain users.

Edited by: cc

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