Where is the innovation in smart TVs that keep rehashing old stuff?

Previously, people have been discussing whether OTT has a future; now, anything related to television has launched its own smart TV, forming a crowding phenomenon.   Stories about several vertical fields of smart TVs have been staged in various ways. Of course, every time a new product is released, almost every manufacturer claims that they have the spirit of craftsmanship, trying to convince everyone present from all dimensions that "my TV is a work of art."   There will be more new TV manufacturers emerging in the future. Can these manufacturers innovate or just rehash the old products?   Is a TV an ecosystem?   There is no ecosystem without TV. Every time a TV manufacturer releases a new product, they say they are building an ecosystem. "Yes, PPTV's brand new TV ecosystem has been opened up," said Chang Jiang, general manager of PPTV's Juli TV project, at yesterday's press conference.

  However, it is easier said than done to build an ecosystem. Several vertical fields based on smart TVs currently have their own points that are difficult to break through for the time being. The most promising video profit model is considered to be single, and the habit of paying in front of the TV screen needs to be broken urgently. Moreover, the review of TV videos is stricter, and some fine products may not be presented on TV, which greatly reduces the user's desire to pay. Some users reflected that I can download these videos online, so why should I pay. Now many video websites have invested heavily in self-made dramas. For example, PPTV has established Suning Pictures, and will invest in 8 to 10 theater blockbusters in the future. Some have even established TV theater alliances. However, the investment cost of self-made dramas and self-made movies is large and the cycle is long. If there are not enough paying users, it is often not enough to make ends meet.   As games can be monetized quickly, some manufacturers are also working hard on TV games. However, the quality of various Android-based games is too low, and they have not been able to bring out the shocking advantages that large-screen games should have, and are not popular with users. In addition, the TV game industry chain is relatively long, and there are still problems such as inconsistent control, cumbersome payment, and lack of content, which have restricted the overall development progress of TV games. This has created a dilemma for TV games: "There is no money to be made, no one will get involved, and there will be no good games." Without good games, no one will pay, and there will be no money to be made, forming a vicious cycle.

  E-commerce, education and other fields are also promising. However, these are also very rudimentary on TV. Many contents are just copied from the Internet and cannot be customized for the living room and set up innovative content formats. Some manufacturers want to go the live broadcast route, especially sports live broadcast has become one of the key investment focuses of many TV manufacturers. Dong Li, executive vice general manager of PPTV Juli Sports Company, has drawn a big pie to create a 50 billion yuan industry. However, it is not easy to form a mature live broadcast system for events, especially from hardware, training to independent event development, which requires a certain amount of time to accumulate.   It is clear that it is too early to talk about the ecosystem now. Without certain sticky paying users, talking about the ecosystem seems too empty.   Details and accessories that must be mentioned   Whenever a TV is released, picture quality, sound quality and performance must be the focus of the introduction.   Not long ago, at the Xiaomi TV 2s launch conference, Lei Jun started from small things, saying that Xiaomi TV 2s pursued the ultimate craftsmanship and appearance, almost reaching the level of luxury goods, whether from the extremely thin body or the all-metal body and back. Yesterday, Chang Jiang, general manager of PPTV Juli TV project, also showed off the PPTV-55T modern ultra-thin body and symmetrical beauty. He also introduced the ultimate pursuit of this TV in detail.   In the TV industry, which is highly homogenized, these Internet manufacturers are no longer competing on picture quality and performance, but on aesthetics in detail. When almost all manufacturers were launching 4K panels, PPTV proposed the four-color concept, which increased the brightness of the four-color 4K panel by 50% and saved 35% of power. In fact, these data may not necessarily bring users a better experience.

  In addition to picture quality, speaker accessories are increasingly becoming the focus of manufacturers. Chang Jiang pointed out that it is not the number of speakers that matters, but the size. The PPTV speaker has a sound cavity volume of 1.5L and adopts an electronic frequency division mode, which provides a better experience. Speaker professionals said that although the frequency division mode provides a better experience, it is still at the amateur level and is far from the professional level.   Smart TVs have just emerged and have already entered a red ocean. Every new manufacturer is looking for new highlights. In pursuit of differentiation, they all focus on some insignificant details, believing that these reflect the spirit of craftsmanship. In fact, paying too much attention to these details is putting the cart before the horse, and it cannot bring users a true craftsmanship-level product experience, but instead makes users at a loss.   Whether it is the ecosystem or the details, these new manufacturers just want their TVs to be popular and sell well. However, the ecosystem can only remain in the conceptual stage at this stage, and there is still a long way to go before it can be implemented, and many details are irrelevant to the TV experience. Now smart TVs have become a prop, and different new manufacturers are playing the same script.              

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.