Start the TV and use multiple remote controls together; Open the interface and display a series of colorful advertisements; Paying to watch movies, falling into the interlocking payment trap... The complex startup process, long advertising time, and multi port group "nesting style" fees are annoying, seriously reducing consumers' user experience and willingness to consume. Watching TV reveals' bad things'. With the advent of the intelligent internet era, TV functions are becoming more and more diverse, integrating audio, entertainment, games, and other content. Merchants have recognized its commercial value and increased revenue through "nesting style" fees. The fancy tricks of annual renovation have overdrawn users' willingness to use it. The situation of "difficulty watching TV" and "annoyance watching TV" is not uncommon. Teach your parents how to use a smart TV, and every step is recorded in a small notebook Ms. Chen, who works in another city, told reporters that the current TV is "difficult to operate". A TV is equipped with two or three remote controls, and although the new smart TV has improved, the operation of the old model is still cumbersome. I finally taught them step by step. Recently, they accidentally clicked on the subscription and kept deducting fees. They made operational mistakes even if they didn't pay attention, and refunds can only be processed through continuous complaints. "Long advertisements" are also a problem that troubles many users, with ads popping in endlessly after just a few seconds of startup. Mr. Zhang from Zhengzhou, Henan said that recently he bought a new house and purchased household appliances, and watched many TV shows with startup advertisements. The "nesting style" charging, lack of interconnectivity of film and television resources, and difficulty in canceling subscriptions have further reduced people's willingness to watch. Except for the free basic TV channels, almost all functions require payment. Ms. Dai, a resident of Beijing, stated that for TV dramas, movies, and animated films, a single membership is required. After completing the membership, a super membership is required, and there is no permission to play a song. For children at home who want to watch animated films, they also need to recharge their children's membership. Various fee packages are automatically renewed when they expire, and if you don't pay attention, you will renew them. Such charges are somewhat unsightly. In addition, there are a series of "annoying" operations: scanning the QR code on the phone to log in to the account, continuing to log in to the video software account, using voice assistants to pick up the wrong TV drama, non members waiting for advertisements to enter the main film, watching a different movie, and having to pay separately to purchase the full version... Industry experts say that behind the chaos, on the one hand, the lack of proportionality between illegal profits and illegal costs is the direct cause, and what is even worse is the insufficient legal thinking, lack of integrity, and insufficient adherence to the bottom line of the rule of law of the relevant TV platform operators. On the other hand, consumers lack awareness of their legitimate rights and interests, and have a weak awareness of safeguarding their rights, which also creates a favorable environment for the proliferation of infringement phenomena. The number of users has decreased, and the "magic" of television is no longer there. According to the "2024 China Smart TV Interaction New Trend Report" data, in recent years, China's TV startup rate has experienced a cliff like decline, from 70% in 2016 to less than 30% in 2022, and TV sales have been declining for five consecutive years. Television is no longer favored and the number of users is decreasing year by year. What exactly caused this result? New formats of products are squeezing market space, and television is gradually becoming a 'thing of the past'. In recent years, the number of people living alone has increased, and small-sized apartments have become the preferred choice, which has had a huge impact on the "living room choice". TVs are gradually being replaced by "new favorite" projectors. With the popularization of mobile Internet, short video home entertainment is diversified, and portable devices such as smart phones, tablets, laptops are also taking up people's time. TV's position as a home entertainment center is gradually weakened. The competition in the television market is becoming increasingly fierce, and major manufacturers are seeking new ways to alleviate the pressure of competition. For example, Xiaomi has invested in Youku, iQiyi and other video platforms, and LeTV has created a unique five screen terminal (cinema screen, TV screen, computer screen, tablet screen, mobile phone screen) model. Traditional TV and Internet TV manufacturers have created continuous revenue by participating in the content production, production and distribution of video terminals. Every "pitfall" that users encounter while watching TV often hides a deep industry interest chain behind it. This TV operation model has prompted various parties to follow suit. TV manufacturers, operators, and local radio and television stations have implanted long-term advertisements in various links to grab the "last piece of the cake", seizing time and earning profits from watching TV, ignoring users' TV experience, and reducing their desire to purchase. Annoying advertisements and "nesting style" fees have forced away young audiences who don't have much entertainment time. The complex operation process of smart TVs has forced out "technology novices" and "loyal users" elderly viewers. Over time, television may become a mere decoration, with the possibility of being replaced by other products. The relevant person in charge of Guangdong Provincial Radio and Television Bureau believes that in the face of the increasingly segmented and differentiated needs of users, it is reasonable for television manufacturers and stations to shift to a "meticulous" charging model in order to maintain production and operation, provide high-quality content services, but they should also operate within the reasonable scope of industry service norms and legal treaties. Multiple measures are being taken to strengthen the responsibility of all parties involved in the promotion of intelligent TV advertisements with a wide range of categories. The "nested doll style" charging system with multiple charging subjects and opaque information, as well as the ambiguous membership agreements and hierarchical permission setting methods, have attracted high attention from relevant departments. In recent years, China has carried out multiple governance measures on the charging of "power on advertising" and "nested doll style", which has provided regulations for the governance of television operation models. The State Administration of Radio, Film and Television has jointly held a mobilization and deployment meeting for the complex work of charging and operating TV "nesting dolls", focusing on solving a series of practical problems such as "difficulty and annoyance in watching TV" reflected by the people. At the "Authoritative Department Talks Opening" series of themed press conferences held by the State Council Information Office, the key tasks and expected goals of television "nesting doll" fee governance work, such as reducing fee packages, regulating television operations and fees, and improving the long-term management mechanism of the system, have been clarified. Yang Jianfei, Director of the Department of Cultural Industry Management at Communication University of China, stated that television advertising has a certain degree of compulsion, and the content is weakly related to the viewer, making it difficult to resonate. Not only should we optimize the charging standards and proactively inform users of the operations that require payment, but we should also give users more autonomy to choose and reduce 'bundled consumption'. Exploring the establishment of a TV membership system that is compatible with multiple user terminals is also a direction worth paying attention to in the future. "Li Guangde, associate researcher at the Law Research Institute of the Chinese Academy of Social Sciences, suggested that the construction of a healthy broadcasting and television ecosystem still has a long way to go. It is necessary to significantly increase the punishment intensity to reduce the motivation for illegal activities, publish typical cases of illegal and irregular behavior to increase publicity, and further smooth channels for complaints and rights protection. In addition, strengthening industry self-discipline and improving supervision mechanisms are also important aspects. Industry experts say that respecting user habits and improving user experience is the direction that the television industry has always been striving for. It should focus on upgrading service quality and enhancing consumer experience, rather than making excuses and increasing fees. In this way, TV "big screen" can bring more convenience and joy to users together with more Internet "small screens". (New Society)