Do you want to add money to the phone screen?Members pay for disputes multiple times

"Eat more fish" is not conducive to the development of the entire commercial ecology

Recently, some Youku users found that they could not directly cast the screen when using the mobile phone app. The user can only try to see the screen button on the upper right of the APP for a few minutes. If you want to continue, you need to open the cool meow VIP to watch the whole film. "Surging screen charges" caused controversy.

Many netizens said that they have purchased members and cast screens with their mobile apps. Why do they spend more money? Is this reasonable? Youku's move was accused of being "unpredictable to eat."

Right now, the screening technology is becoming increasingly mature. Under the trend of the interconnection of all things, the collaboration between large and small screens has derived more value. Behind the screening and paying, it is actually about the differences in the interaction of TV and mobile phone boundaries after the screening screen. Industry insiders analyze that a user has multiple terminals that will be the norm, and the business model of the second charging is questionable.

Mobile phone screen pay for controversy

"I went to the popular TV series, but suddenly I couldn't cast a screen. What is the meaning of VIP?" He Li, a chaser enthusiast from Beijing. He is usually used to sitting on the sofa after get off work and turning on the TV to enjoy the joy of chasing the drama. However, he recently discovered that if you cast a screen on TV to watch the show, you need to buy another cool meow VIP.

At present, the Youku VIP members purchased by users through 88VIP or paid separately, the price is 25 yuan a month consecutive month and 238 yuan consecutive year. 348 yuan. This means that users need to spend more than 10 yuan per month and 110 yuan per year.

"I thought the TV was broken. What was going on?" He Li told China News Weekly, he tried to inquire with the official customer service of Youku. Watching on mobile phones, tablets, and computers do not include TV. Youku has also publicly responded to the media that Youku VIP membership rights do not include screens, and relevant member services can be used on mobile phones, tablets, and computer. If the user needs to watch on the TV side, it is recommended to buy or upgrade to a cool meow member and enjoy the TV's rights.

After inquiry, on the platform, some solo dramas can only watch 6 minutes when casting the screen. If you want to continue watching, you need to open a cool meow member. Many non -independent dramas and other film and television resources can be cast normally. On the screen page, there will be a prompt to download the words of cool meow film and television.

Previously, other video members were discussed and controversial due to advanced on -demand and membership price increases. This time, there was a problem with the payment of popular film and television dramas, and many users felt difficult to accept.

On the black cat complaint platform, there are nearly a thousand complaints about the screen. Recently, there are many complaints that "users can open Youku year members who cannot cast screens now." "Customer service said that you need to pay another 18 yuan upgrade based on VIP users." At present, there is no official response and handling these complaints.

In addition, the complaint about the screening screen also has ads that cannot be canceled, induced consumers to download TV paid, some platforms cannot cast screens to specific TV brands, and modify VIP equity without authorization.

According to public reports, 44.8%of users are connected to TV through mobile phones and tablets. According to the statistics of the screen screen, there are 10 million users using the screen every day, and the average number of screens is 7 times a day, with a length of 2 hours.

Senior engineer Yuan Bo told China News Weekly that the screening is a relatively mature technology, which refers to the real -time display of equipment A to another device B screen through some technical method. The key can be achieved.

"Now many young people chase dramas with their mobile phones, and many people look at the screen through the screen, because the TV screen is larger and the effect is better. The field of film and television is a focus on the screen application. Zhang Yanxiang, CEO of Streaming Media Network. This time Youku attracted consumer attention to the screen charges, and suddenly pulled this screen scene with consumers to the opposition. In fact, the scene of casting screens in daily life, such as meeting office or sharing screen content is also very common. Earlier, the screens were also acquired by various platforms, and supported users to cast screens through various protocols and hardware.

Is the second charging after the screen is reasonable?

In this screen -shot charging storm, consumers 'doubts are that the function of mobile phone screening is the function of mobile phones and TV, which has nothing to do with the platform. Whether this infringes consumers' rights and interests.

Youku officials and customer service have repeatedly emphasized the terms in the member service agreement to prove the rationality of the charges. In the "Youku VIP Member Service Agreement", Youku VIP membership services can be used on mobile phones, tablets, and computers. They must not be used on the TV side and have login restrictions. The same Youku membership account only allows me to use up to 3 small screen devices. At the same time, the same account can be viewed on 2 devices at the same time.

Yuan Bo observed that a user has multiple terminals that will be normal. How to set up a business model to not affect the user experience needs to be thought. Under the premise that the copyright party has not charged the app to the application APP according to the application app, should the app purchase independently? The screening function is not a new feature. Using existing agreements and technologies to pay for users' secondary charges, this business model is questionable.

Bao Ran, deputy secretary -general of Zhongguancun Modern Information Consumption Application Industry Technology Alliance, believes that it is a business behavior through screening charges. Previously, there were restrictions in the user agreement, and there was no problem with the charges. It is reasonable in business logic, but whether to stand in the consumer's position, he said that he needs to think and discuss further. Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, told China News Weekly to see if the charges are reasonable. First of all, it is necessary to look at the content of the agreement. If there is an agreement, it is necessary to pay according to the agreement. Use the problem of additional payment. If the explanation of this problem in the agreement is more vague, it is likely to cause violations of laws and regulations.

According to the platform page, the effective date of the member service agreement is marked as November 24, 2021. In this agreement, the platform represents the expression of adjustment and optimization of some terms. , Avoid understanding of the meaning.

"If the protocol is limited to watch on the TV side, then the specific communication method and channel restrictions are explained, which network transmission signal and which size TV can be clear. The right to know, the right to choose freely, and the right to involve fair transactions. "Zhu Wei added that the content of the agreement has changed, so it is important to notify consumers before changing. Now it is equivalent to allowing consumers to enter through specific hardware interfaces, which was originally the right to consumers.

Zhang Ye, a partner of Wan Shang Tianqin Law Firm, pointed out that the service agreement adopts a list of provisions. If it enumerates the negative provision, and this regulation is so agreed when the VIP member purchases From the perspective of this agreement, VIP equity does not include the TV side, so Youku can charge another fee for VIP members. He said that if consumers think that it is unreasonable, there is a need for corresponding facts and legal basis.

Zhang Ye analyzed that on the problem of using the screen to the TV side, it may be different from the mobile phone, the tablet, and the computer side, because the three may need to be opened and maintained accordingly, and the TV side only needs simple simple. Add a screen function, and the screen itself does not require too much additional development and maintenance (even many mobile phones come with their own screen function after the factory, of course, whether it is compatible with the content of the content). If this logic is established, it can be considered to be infringed by fair transactions.

Make the cast screen into a business, eat more fish?

According to public data, the download volume of Galaxy Qiqi and the cloud audiovisual APP in 2021 is less than 50%, and the OTT large -screen video membership coverage rate is only 28.34%, and the size of the member is only 85 million units. Overall, the growth potential of large -screen video members still has room for space.

Zhang Yanxiang pointed out that strictly speaking, this "investment and payment" cannot be said to pay for the screen. Perhaps more or more for the guidance of large -screen member users, that is, to promote the installation of the TV APP. He further analyzed that the biggest problem involved in the playback of the screen on different screens is the copyright issue. Not all films have the right to cast the screen on the TV. The screen cast as a user's spontaneous line. In fact, it is difficult to monitor from the product. Therefore, it can only be limited through the content end.

In fact, there have been limited screens due to copyright protection before. In 2020, Youku also sued Wan Kaida Company on the grounds of improper competition. This company operates a software called "TV Control", which can put the platform content on TV, and was eventually sentenced to compensation for 865,000 yuan.

Zhang Yanxiang said that this platform was tested through some exclusive dramas, which was also looking at the acceptance of users in the market. Behind this also reflects the market pressure facing the long video platform, and the platform tries to find the feasibility of some new business models.

LeTV staff told China News Weekly that whether the content of the screen was paid was determined by the content of the small screen. The staff pointed out that the living room is the main scenario of entertainment content that consumers are currently watching. A large screen is better than other mobile devices in both the picture quality and sound effects. The small screen with a stronger mobile is a gathering place for content. How to open up the barriers between the size of the screen has become the main point of force in the screen industry in recent years.

"This is more like a tactical behavior. In fact, the platform party has not paid more costs. In the market, the content that can really distinguish between large and small screens for copyright sales is mostly some hit dramas, head blockbusters." Mention.

"If there is no increase in this market, there is only the stock, so that the" one fish to eat more "is actually not conducive to the development of the entire commercial ecology. It is a wrong way to set up the" barricades '' to make consumers. In the future, everything is interconnected. The receiver, CPU, and operations are in the cloud. After the output of the content, multi -terminal use will be the general trend. In the future, will the vehicle screen and wearable devices need to be paid extra? The content platform should still use the content as the king and do a good job of ecology, rather than "killing chickens and eggs" for consumers.

Author: Meng Qian ([email protected])

Edit: Li Zhiquan

Operation editor: Xiao Ran

- END -