At present, video websites have become an indispensable way for everyone to watch drama series, variety shows and even movies every day. On April 3, Tencent Video officially announced the increase in member prices. Among them, the non-consecutive annual card package has the highest increase, reaching 27.78%, and the price increase will be fully implemented from 0:00 on April 10. As early as November 2020, iQiyi has announced member price increases. Head video platforms have entered a new era of member prices. For a while, the price increase of members of video websites also triggered heated discussions among audiences and the industry.
On April 9th, columnist and film critic Shi Yedong was invited to be a guest on the “Film Critic Today” program, combining the views of ordinary netizens, legal experts, etc., together with the audience and friends to deeply focus on the truth behind the price increase of video website members.
Member price increases offend public anger There are routines behind the price increase Why does the price increase of video site members arouse the nerves of the majority of netizens? Faced with the problems raised by Film Critic Today, Shi Yedong admitted that the price increase this time was not low. Netizens generally complained that video sites did not provide so many high-quality content that everyone was willing to pay. Chinese consumers have always been willing to pay. The willingness to consume cultural products is not strong. From continuous annual subscriptions, seasonal subscriptions, monthly subscriptions to specific levels of film and television VIPs, the names of video website members seem to be suspected of playing word games. In this regard, Shi Yedong continued to tell “Today Film Critics” that video sites tend to induce mass consumption at very low prices in the first month and year of membership, and raise prices during the next renewal, and they themselves are not. Not so concerned about the voice of consumers, because although certain consumers will be lost due to price increases, their total income will increase instead. Many netizens reacted fiercely to the price increase of members on video sites, and even bluntly said that they would not renew their membership. In response to the disgust of netizens, Shi Yedong pointed out to “Film Critic Today” that when members watch videos, there are problems such as exclusive advertisements, clarity of goods and mismatched boards, etc. In fact, the public is usually dissatisfied, and some people who have attracted audiences to become members in the past The decline in the quality of programs or the suspension of broadcasts is also “persuing” viewers. Facing the scenes of “Today Film Critic”, Shi Yedong continued to say that video site members have “super” above “normal”, and “gold”, “platinum” and “black diamond” on top of “silver”. “Members have an infinite number of routines. In the end, there will be a’Saint Seiya’ member. Do I have to keep topping up? This is a bit of a behavior of cutting leeks, and consumers will definitely have the psychology of being deceived. .” Rising prices or the only way Improve quality and promote circulation Regarding the price increase for members of video sites, Film Critic Today also specifically interviewed Chen Jing, an expert from the Beijing Film and Television Copyright Expert Appraisal Committee. In her view, according to the “Price Law of the People’s Republic of China”, most goods and services are subject to market-adjusted prices, and video websites including Tencent Video are not within the pricing catalog. Therefore, Tencent Video Sub-price increase can be understood as a freely regulated pricing behavior in the market based on production and operation costs and market supply and demand conditions. In this regard, Shi Yedong also added to “Film Critic Today” that the price increase of video sites is indeed more worrying about their own expenses and costs, because their losses are too serious, and at the same time there are not too many. There are better ways to increase income, so price increases have become an inevitable choice. “Today Film Critic” also tried to interview Tencent Video, but the platform did not respond. Is it the overlord clause or the only way to increase the price of video website members? As a guest at the “Today Film Critic” scene, Shi Yedong bluntly said that price increases are indeed the only way for video websites to increase their overall income, but consumers who don’t care about whether the website is at a loss, more often see the quality of the product. Compared with the bad effects brought about by the sky-high pay and actor matting in the past, the quality of the content of the episodes provided by video websites has made great progress in recent years. In this regard, Shi Yedong also frankly admitted to “Film Critic Today” that video websites are also reducing costs and exploring more segmented and high-quality content. “If this virtuous circle can be embarked on, it will be important for websites and consumers. All future choices are good.” It is reported that the daily broadcast column “Today’s Film Critic” in the category of film culture reviews is broadcast on CCTV-6 movie channel every Monday to Friday at 22:00. Source: 1905 Film Network
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