drives China's news on January 24, 2024. According to the official announcement, since the work of controlling the charging and operating complexities of TV "matryoshka" has been carried out, as of the end of 2023, after more than four months of progress, the first phase of the work has achieved "turn on the phone to watch live broadcasts" , reduce fee packages by 50%, and improve consumption transparency.” Start-up advertisements for cable TV and IPTV have been completely cancelled, and the startup time has been reduced from a maximum of 118 seconds before the regulation to no more than 35 seconds.
We all know that the reason why boot-up advertisements are difficult to remove is that, in addition to the revenue brought by advertisements, some brand manufacturers use the banner of improving user experience. This sounds reasonable at first glance. It is obvious that the TV will remain in a black screen for a long time when it is turned on. It’s not advisable. This is when advertising comes into play, but it doesn’t stand up to scrutiny. If TV wants to bring users a rich visual experience, is there really no other way but to start advertising?
Compared with the enthusiasm of TV manufacturers for start-up ads, consumers have been suffering from start-up ads for a long time. They cannot make decisions about their own TVs. Selling TV hardware comes with start-up ads. We cannot accept this kind of buy-one-get-one-free benefit. Behind the insouciance of TV startup ads is the appalling current situation of TV startup rates. How long has it been since you watched TV?
Previously, the "China Smart TV Interaction New Trend Report 2024" released by the Qianzhan Industry Research Institute showed that since 2016, my country's TV turn-on rate has dropped from 70% to less than 30% in 2022.
Although to a certain extent, the decline in TV turn-on rates is directly related to the rise of smartphones. Just swiping the phone is enough. One screen can handle entertainment and social needs, which is obviously more useful, but we should also pay attention to it. , current TV brand manufacturers are also continuing to make efforts to turn smart TVs into large-sized smartphones. Users can also browse the Internet, watch online videos, games, etc. on the TV, which greatly enriches the use scenarios of TVs.
Now, with the cancellation of TV boot-up ads, it may also draw users back to TV to a certain extent, so let us continue to pay attention.
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