At present, cable TV has almost become synonymous with exclusive daily necessities for middle-aged and elderly people. Young people seem to be taboo about getting involved with cable TV, just like you want young people to wear the floral skirts on the square dance aunties.
Why can’t cable TV keep up with the trend of young people? Although there are many reasons, we usually consider cable TV as the core subject, and few people analyze the problem from the perspective of "coordination".
We are very accustomed to taking a product as the research object and letting users directly evaluate the user experience of the product. We can call this market evaluation "main use value". In fact, any product has "match value" that is not valued by everyone. In other words, from an isolated way, the product itself has a low use value, but when paired with another product, it may produce unexpected results, and it is even much higher than the use value of these products.
Back to the topic, we study how cable TV can gain the favor of young people. It can be analyzed from user data that young people have given up using cable TV, a traditional TV product. How can young people choose cable TV again?
1. Give up the main product position of cable TV, lower your attitude, and even treat cable TV as an auxiliary product. For example, a computer consists of hosts and peripheral devices, such as keyboards, monitors, etc. If merchants compete around computer hosts, people will inevitably lose their heads. Then Bufan shifts the focus to the research and development and production of equipment such as monitors and keyboards, which may lead to a new blue ocean.
2. Study which video products or devices young people like. According to statistics in 2021, domestic color TV shipments in the first half of 2021 were 19.94 million units, a year-on-year decrease of 15.5%, while the sales of projectors during the same period exceeded 2.312 million units, a year-on-year increase of 43.3%. It can be seen that traditional TVs have begun to fall out of favor and are replaced by the projector market. In fact, China's projector consumer market has been rising year by year since 2017. It was during this period that cable TV users across the country began to lose year by year. It is certain that this part of the lost or new market has basically been the young people's market.
For mainstream projectors on the market, they basically support high-definition (i.e., above 1080P). If we look at the current TV signals provided by cable TV, it is difficult to play the image effect of the high-definition projector without programs above 4K. Therefore, young people who have purchased high-definition projectors rarely choose to install cable TV as the signal source for the projector.
3. Conclusion. Cable TV should be removed from the standard definition channel as soon as possible and upgraded to a high-definition and ultra-high-definition channel. Only by providing rich high-definition film and television content can it be possible to attract the attention of young people again.
If cable TV can provide projectors with a good enough high-definition video signal, will young people "love" cable TV again? Everyone is welcome to discuss.
