Who argues with operators about digital TV?
As the saying goes: "It is difficult to clear the housework of the official", not to mention the relationship between the radio and television operator and the user as the guardian of the digital TV turnaround. Recently, with the hearings on basic digital TV viewing fees in Shanghai, Guangdong, Jiangxi, Fujian and other places, the basic cable viewing fees have once again been pushed to the stage of public opinion. The rising viewing fee makes it difficult for users to accept, and makes radio and television operators feel that they have broken their teeth and swallowed. Whether TV is a public good or a business, and whether fees are just the tip of the iceberg or a wealth of wealth. This is how the war between the radio and television operators and the users started.
Cable operators claim to be suffering
Network transformation-tangled injuries
As we all know, if you want to complete the transformation of cable digital TV, you must lay out the cable network, and the investment in network transformation is a huge expenditure, including personnel training, technology investment and the establishment of various systems. It is reported that China's cable TV network covers nearly 140 million users, and it is expected that an investment of more than one trillion yuan will be required for two-way transformation. As of 2008, more than 30 cities across the country have completed the overall conversion of cable TV digitalization, and radio and television operators have invested more than 50 billion yuan for this, and the subsequent conversion needs to increase at least 100 billion yuan. Faced with such a huge wound, whether it is bleeding or scarring, only the radio and television operator can feel the pain in it.
Set-top box gift-speechless pain
According to the requirements of the State Administration of Radio, Film and Television, radio and television operators will give users a basic set-top box for free, and some even configure two for free. Taking Shanghai as an example, according to the configuration of 2 set-top boxes for each user for free, assuming the cost of each set-top box is 350 yuan, the capital expenditure of Oriental Cable to complete the transfer of the remaining 1.9 million users in 2010 is about 1.33 billion yuan. The investment of these funds is like a float, without any response. If the original analog charging standard of 13 yuan / month is still used, it will take 5 or 6 years to recover the cost of a single set-top box.
Imagine any operator, if after a large amount of capital is invested, the corresponding cost recovery cannot be carried out, how should the fiscal deficit change color, and how the market operation should continue, it is understandable that the ultimate goal of any operator is to achieve profit, so The rising digital TV viewing fee is just the tip of the iceberg of cost recovery.
Users claim that the digital TV market is very oligarch
Full turn-the twisted melon is not sweet
Looking back at the turnaround of digital TV, users have complained, and there have been more than one cases of users reporting to radio and television operators. Because many users can't understand, why do you need to make a digital TV turnaround? After the turnaround, there is not a lot of vital benefits for users, and new posts are troublesome. But if the whole turn is not completed, the signal will be cut off and the program cannot be watched normally. If the whole turn seems to be uneconomical, the set-top box and some miscellaneous expenses will also be increased, and it does not rely on the market to operate. , People can not readily accept.
In addition, if users buy satellite receivers by themselves and are suppressed by relevant departments, and they cannot watch TV programs normally due to copyright issues, it seems that the only way is to lead to digital TV, which makes users more incomprehensible. The contradictions are becoming increasingly acute. And the digital TV turnaround is not as simple as "Orange is the orange in Huainan, it is orange in Huaibei", but it is unanimously criticized by users all over the country.
Price increase-oligarch gimmick
The viewing fee for digital TV can be expressed by the popular word "very" on the Internet-very powerful and gimmicky.
The strong point is that since the self-adjusted viewing fee actually increased by a multiple of that of the simulation, taking the recent Shanghai as an example, from the original 13 yuan / month, it increased to 23 yuan / month, a full increase of about 77 %. In addition, Qinghai Province has been adjusted from the original 14 yuan / month to 25 yuan / month; Jiangxi Province has been adjusted from the original urban residents 15 yuan / month and rural 12 yuan / month to the current 26 yuan / month and 20 yuan. / Month, other counties and cities are 25 yuan / month. These rising prices are only the main terminal, and there are additional viewing fees for additional terminals. The cost does not come from one place, the user's anger naturally does not come out. Users claim that this is tantamount to monopoly.
The very gimmick is the so-called "cable digital TV price hearing". The price department has formulated a number of programs before the formal convening and publicized them to attract users' attention, and then those programs will be held at the time of the conference. Zhongyi's final decision is to comply with public opinion and publicize the choice. For this move, most users claim that it is just "to take a form, go to a game", which does not play a substantial role, more like the image of netizens, "The hearing is one of two choices, I cut your arm And cut your thigh, everyone discuss which one to choose? "So the hearing" it's like nothingness "is just a bluff.
Radio and television operators and users
Plaintiff: user, defendant: radio and television operator
Plaintiff: In a survey "Do you think digital TV charges are high or low?", 43,871 netizens voted, of which 42,710 netizens believe that the charges are too high now, accounting for 97.4%. Most users believe that digital TV is monopolistic and does not follow market rules.
Defendant: At present, China's cable TV viewing fee ranks the lowest in the world, with an average of only 24 yuan / month. The 57 digital TV channels in the United States are now charged $ 45 / month; the digital TV charges in Hong Kong, China, are the most expensive in the world, at $ 51 / month. Some related experts said, "Only the digital TV can charge 35 yuan per month in order not to lose money."
Plaintiff: It is also a basis that cannot be used as a reference abroad, and from the actual national conditions, China's current overall economic level is still relatively low, and can not be compared with that of foreign countries.
Defendant: All prices are rising, we have only raised some basic viewing fees, and that is only a small return income as a capital investment.
Plaintiff: However, television is a public welfare undertaking in China, and other fees should not be added to the basic viewing fee, such as the viewing fee for the deputy terminal and the cost of the set-top box.
Defendant: Just because television is a public welfare undertaking in China, we are all based on public welfare and then bring a new business model, so that the normal operation of the market can be achieved. And those new expenses are only a drop in the sea for our cost investment, and it will take 5 or 6 years or even longer to reach the official profit target. In fact, our basic monthly viewing fee is only half or even less than your monthly mobile phone fee, but you are blindly influenced by the historical identity of your TV and your consumption concept.
Plaintiff: Mobile phones have become a must-have for modern people, and TVs are just one of the audiovisual terminals. In addition, TV programs are not as exciting as analog TV, their value is not worth their price, and slightly more exciting paid channels are also charged.
Defendant: First of all, mobile phone and TV are two different ways of disseminating cultural information. Paying for TV is a value-added service, like CRBT on mobile phones. It is set to meet the needs of users and is also a personalized market demand. .
Concluding remarks: Cable digital TV is a new business model in the radio and television industry and the market demand for digital development. Its initial cost investment is also quite huge. The ARUP value in the current radio and television market is not high, and the rising viewing fee is only a pressure to reduce costs. For users, a sudden change in the way they watch and consume and a sudden price increase cannot be accepted within a short period of time. The change in consumption habits and the initial dissatisfaction with digital TV in terms of service caused a conflict that the user could not Crossing the hurdles. Everything is a double-edged sword. From different positions, there will be different views. As the so-called "Benevolence sees benevolence and wisdom sees wisdom", it is only a word: he is difficult to understand in the hazy.
Ending verdict: Looking back at why mobile and Unicom have such high ARUP values, they mainly tapped into the resource treasure of value-added services. They sold not mobile phones but cards. Therefore, radio and television operators should also try to "buy people's minds" in their business rather than blindly "make a fuss" in terms of viewing fees to improve the quality of value-added services with content and ARUP value with quality. This is where the market is king.
For set-top boxes, market-based operations are carried out, allowing consumers to choose between set-top boxes or digital TV all-in-ones according to their own preferences, and to improve the overall quality of service, which not only adapts to market demand but also reduces users ’exposure to broadcast operators The misunderstanding of monopoly is not self-defeating.
It is reported that at present, cable operators in Beijing, Chengdu, Wuhan and other places have opened the market for all-in-one digital TVs. Among them, Beijing Gehua Cable has cooperated with TCL, LG, Changhong, Skyworth, Haier, Hisense and other manufacturers to carry out digital TV. The promotion of high-definition all-in-one machines, and Fujian, Hangzhou and other places also plan to put on top boxes and implement market-based pricing. In this regard, Gehua Cable Luo Xiaobu also said that he expects to use digital integrated machines to guide and expand digital TV incremental users, and set-top boxes are aimed at the stock market of TV sets. He hopes that these two ways will jointly promote the rapid development of the digital TV industry.
For cable operators, only when they are based on the market, constantly exploring new profit models, breaking the traditional promotion methods, and trying to learn to adapt, will there be a bright day for digital TV.
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