The regulation of smart TV start-up advertisements is a hot issue of general concern in society. In October 2019, the Jiangsu Consumer Rights Protection Committee interviewed seven manufacturers of Haier, Skyworth, Changhong, Sharp, Xiaomi, Hisense, and LeTV on the issue of smart TV startup advertisements, which caused widespread heated discussions.
Among the 15858 valid online questionnaires collected by the survey:
• 96.4% of consumers’ smart TVs have boot ads in their homes
• 45% of consumers’ home TV start-up ads are between 15 seconds -40 seconds
• 36.21% of consumers’ TV start-up advertisements in their homes are under 15 seconds
• 9.65% of consumers report that the start-up advertisement is over 40 seconds
Most smart TVs have advertisements when they turn on, and some are even longer than 40 seconds, which means that users will have to look at each other with a large screen for more than 40 seconds before the TV is fully turned on.
The reason is that the performance of smart TVs is opaque, so many smart TVs with low configuration have boot ads as a cover. Under the banner of “improving user experience” with advertising, it is actually covering up the fact that the boot is slow.
Recently, @ Honor智慧生活 released Weibo to start the “boot challenge”. The Weibo said, “I always hear people boast that the TV turns on quickly. Xiaozhi refuses to accept it and wants to compete. I tried the Smart Screen X1. The startup time: 1 second and 26. Welcome to the challenge.”
Some netizens said that it takes one minute to turn on the TV at home, and some even three minutes to turn on, so he sighed, “I need a Honor smart screen.” Some netizens posted the startup of the Xiaomi TV, “This gorgeous 15-second startup advertisement can’t be skipped! Didn’t it mean that the startup advertisement was cancelled, what’s the matter?”
Regarding the issue of Xiaomi TV switch advertisements, some users consulted Xiaomi’s customer service and stated that there needs to be a waiting process for starting up. In order not to make users feel monotonous, Xiaomi decided to insert some video content, including the latest releases of Xiaomi content, social public service advertisements and Some commercial advertisements. Playing some boot ads can also effectively reduce TV prices, which is also the common practice of mainstream manufacturers. At present, Xiaomi has minimized the boot time. When the system has basically started up and can respond to operations, there is a prompt to skip the advertisement in the last 5 seconds.
When the blogger asked whether it was possible to play only public service advertisements or block them all. Xiaomi’s customer service said that since there is no unified specification for boot ads, Xiaomi will not cancel boot ads now.
Under this historical inevitable trend of the evolution of smart TVs, Honor Smart Screen plays the role of the industry “catfish”, accelerating this historical process.
Honor Smart Screen has firmly promoted the value proposition of “no ads on switch” since its inception. On March 30 this year, Honor 30S mobile phone “Made from the core” new product launch conference, Honor President Zhao Ming introduced the five standards of large-screen products from the five levels of chip, picture quality, sound quality, content and wisdom. Regarding the problem of “switching on and off advertisements” that has been repeatedly banned in the large-screen industry, it is clear that mandatory TV on and off advertisements do not conform to business logic and violate users’ right to know and choose.
Comparison of previous disassembly
Zhao Ming said, “Different from TV and video platforms that provide free content services, advertising is to continue to provide users with services. The hardware products that consumers pay for are personal property, and mandatory TV switch advertisements do not conform to business logic. It is different from moving the advertisement in the elevator car to the user’s home. The Honor Smart Screen promises that there is no advertisement on the switch, and hopes to promote the switch without advertisement to become the standard of future smart screen products.”
Regarding Zhao Ming’s proposals and views, the industry has also formed two major consensuses:
First, a reasonable Internet advertisement should meet two conditions: 1) the user enjoys free services (such as Douyin/iqiyi); 2) the user has the right to choose (go to other platforms to watch), and the TV switch advertisement is above Neither point.
Second, the price-performance ratio achieved by infringing on user rights and sacrificing user experience to obtain advertising revenue is a pseudo-price ratio.
One of the key reasons why smart TV switch advertisements cannot stop after repeated prohibitions is that they are lucrative. According to Xiaomi’s 2019 semi-annual report, the advertising revenue including Xiaomi TV reached 4.8 billion, which has approached the 5.717 billion of Focus Media, China’s largest elevator advertising service provider. Xiaomi TV is the creator of the switch advertising model, the industry promoter, and the biggest beneficiary. Xiaomi should take up industry and social responsibilities and cancel the switch advertisement.
It can be said that the industry’s stringent standards and actively decentralized superior technologies are the killer of Honor Smart Screen. At the same time, Honor Smart Screen is also affecting the quality of the entire industry bit by bit through its own efforts, so that consumers can Enjoy better large-screen products.