Smart TVs are in a "smart" dilemma: spending a lot of money on a large display

With the impact of the Internet on the traditional TV market, almost all TV manufacturers are now promoting the launch of smart TVs. However, a survey by Guangzhou Daily reporters found that the so-called smart TVs are only able to watch TV content or play TV series on demand, but in actual use, smart TVs often crash, are complicated to operate, and have few applications.

"Smart TVs do not allow third-party software to be installed, and the manufacturer's after-sales staff are helpless in the face of constant TV failures, and even recommend that users unplug the power cord after each use of the TV. Is this a smart TV?" Ms. Liu, a citizen, was recently very depressed by her smart TV at home. She told reporters that she bought this TV of a well-known Japanese brand in a large chain electrical appliance store in Guangzhou last year. She has used it for less than a year, but now she is fed up with it.

After-sales maintenance: third-party software does not match

"It was fine for the first six months, but in the past two months, the TV has had frequent problems, including sound freezes, sound without picture, etc. When I asked the manufacturer to repair it, they put all the blame on the third-party software. I really don't understand!" said Ms. Liu.

The first time Ms. Liu contacted the after-sales service for repair, the after-sales service said that the manufacturer's official system was upgraded and there was a mismatch with the third-party software, so Ms. Liu was asked to restore the factory settings and re-upgrade the system. Unexpectedly, within a month of restoring the factory settings, the TV had the same problem again. So Ms. Liu contacted the manufacturer's after-sales service again, and the manufacturer sent someone to repair it.

"I have visited them twice so far. Every time, no matter what the problem was, they said it was because I installed third-party software. Sometimes they said that some software conflicted with the system, sometimes they said that I installed too many software, and sometimes they said that the software caused too much cache during use. In a word: it was all the fault of the third-party software!"

User: I bought a monitor at a high price

According to Ms. Liu, the after-sales service methods are to restore factory settings, delete software, and even suggest that she unplug the power cord after each use of the TV. "What kind of methods are these? Doesn't this mean that I have to restart it like a computer every time I finish watching TV?" "In the end, the after-sales service actually suggested that I delete all the software and watch it with the set-top box!" Ms. Liu, who is not very knowledgeable about electrical appliances, later found out during inquiries that once the set-top box is installed, the TV actually becomes a display and no longer has the functions of a smart TV. "I spent so much money to buy a smart TV, but in the end it can only be used as a display? Then why did I buy a smart TV?" Ms. Liu couldn't help but sigh: "Smart TVs don't allow software to be installed, so where is the intelligence?"

What is a Smart TV

It is understood that the so-called smart TV is a new TV product with a fully open platform and an operating system. Users can install and uninstall various application software while enjoying ordinary TV content, and continuously expand and upgrade functions. Smart TV can continuously bring users a rich and personalized experience that is different from using a cable digital TV receiver (set-top box).

Problem 1: Serious homogeneity

The reporter's investigation found that the popular smart TVs on the market are highly homogenized in terms of functions. They simply allow the TVs to access the Internet, and each manufacturer does not have its own more distinctive products. At the same time, in terms of content on demand, the smart TV market is also homogenized.

"If you say that there are still policy restrictions on the application of online TV and many programs cannot be watched, I can understand this, but it does not mean that even the software cannot be installed. If the manufacturer wants to produce this kind of TV, it must at least technically guarantee the normal use of the software installation function."

Some consumers reported that when they bought smart TVs in shopping malls, they were not informed of the restrictions on software installation. "When I bought it in the mall, the salesperson claimed that it could be used as a computer. But now it can't even install a few software." Ms. Liu believes that the merchants are more responsible in this matter.

Problem 2: Complex operation

"This smart TV is not as good as the old non-smart TV. Now if I want to watch a sports program, I have to find two remote controls and press many buttons. It's really troublesome," an older user complained to reporters.

It is understood that many smart TVs are now showing various options on the screen when they are turned on. These include TV content source selection, Internet content selection, viewing history, search, etc., which are very rich and complex. For some older people, compared with the simple operation of turning on non-smart TVs and directly selecting channels, it is difficult to find the TV content they want to watch in a short time on smart TVs now. To find a TV program, they need to look for 3 or 4 levels of menus. At the same time, the input function of current smart TVs is more complicated to search.

Problem 3: Few applications

Currently, all TV manufacturers have set up their own startup interfaces, but there are very few smart TVs that can truly meet user needs. For this reason, TV manufacturers have begun to try to open up channels for third-party software, that is, to allow users to install third-party applications in their TVs. But the reality is just as Ms. Liu complained, after installing third-party applications, smart TVs began to malfunction.

At the same time, the hardware configuration of some TV manufacturers is not compatible with software upgrades, resulting in constant pop-up reminders on the TV screen asking users to upgrade their software; but the TV's original hardware space is insufficient, and in the end the TV cannot be upgraded, and the upgrade reminder pops up every ten minutes, making the viewing experience very poor.

Experts say

Smart TVs have not achieved a qualitative leap

Regarding the current status of smart TVs, Liang Zhenpeng, a senior industry expert, said that after several years of development, more than 90% of TVs are claimed to be smart TVs. However, in fact, they have not achieved a qualitative leap. Currently, the smart functions of many smart TVs can only be used to watch movies and TV series on demand. Other smart applications, including large-screen games, smart e-commerce shopping, and online education, have not yet been truly realized.

At the same time, due to factors related to the content of the license, TV manufacturers have a serious homogeneity phenomenon in terms of on-demand TV series. Liang Zhenpeng said that if smart TVs want to make breakthroughs in functions in the future, large-screen games and smart homes will be a major trend.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.