01 Background
It was learned at the stage summary and deployment conference on the governance of TV "nested dolls" charges and complex operation on July 29th that as of June 30th, all 16,200 hotels in the country's government and party organizations conference designated hotels, three-star or above hotels, and the 7 pilot provinces and municipalities that have software upgrade conditions have completed the governance work, with a total of 2.52 million hotel rooms providing convenient TV viewing. The survey and evaluation report of the China Consumers' Association shows that 97.9% of users said that the overall operation of hotel TV has become simple. 
On September 27, the State Administration of Radio, Film and Television (SARFT) announced relevant data on television problem governance at a press conference held by the State Council Information Office on the "Driving High-Quality Development" series of themed news releases. More than 80% of the nation's cable television and IPTV users can now watch live broadcasts upon turning on their sets, with 200,000 hotels and 110 million guest rooms providing "convenient television." 5.6 billion cable television, IPTV, and internet television terminals have achieved a target of reducing subscription packages by more than 50%, with free programs significantly increasing. Cable television and IPTV have completely eliminated the opening ads. More than 200 million television users have initially achieved watching television with one remote control. In August of this year, the user activity rate of live broadcast channels nationwide was 10 percentage points higher than that of the same period last year, the highest in the past three years.
02 Is TV really unpopular or is it because there are too many "tricks"?
When compiling industry data for this article, a particular statistic kept cropping up: "The active viewership rate for TV is only 10%-30%." Sometimes, the phrase "currently in hotel TV" would precede it. After a long search to trace its origins, I found that this data was not precise. Simply put, the relevant surveys had a high survivorship bias. In addition to this data, another issue related to TV that was more specific and clear in online discussions was the problem of "not being able to watch." This also indicates that people are not avoiding TV or not watching TV, but rather that the experience of using TV is poor. The "not being able to watch" problem mainly centers around issues such as program fees, complicated remote controls, and not being able to watch live TV, which is also mentioned in the "double governance" policy of the State Administration of Radio, Film and Television.
The good news is that after the first and second stages of the dual governance initiative, most of the "can't see" issues have been resolved, with a small number of remaining issues to be addressed in the third stage.
Meanwhile, the hotel TV, in addition to the "can't watch" problem, is defined as an operational terminal by the hotel management system, and the value of this terminal is changing subtly due to technological advancements and changes in consumer usage habits.
03 How is the hotel TV being redefined?
The widespread use of smartphones has changed the way people live, work, and entertain themselves. This has also led to a need for innovation and restructuring in the role and positioning of hotel TV in travel accommodations. Therefore, hotels need to be more forward-looking in adjusting and upgrading the content and operation of in-room TVs to match and adapt to the needs.
Rounding a leading technology service provider in product and service innovation for high-end hotels, is always committed to helping hotels and hotel management groups enhance their guest experiences. Rounding's interactive TV system, Easy TV (TVMS), is continuously optimized based on guest needs and years of industry experience. 
In terms of regulation and policy, YuanDong actively promotes the implementation of dual governance for hotel room TVs, highlighting the live broadcast icon on the startup screen and entering CCTV-1 within 30 seconds after startup. With the continuous deepening of the broadcasting "dual governance," YuanDong is currently working with upstream and downstream partners in the industry to jointly develop and design more efficient, economical, and policy-compliant service solutions.
In terms of TV content, Rounding Matching introduces entertainment content tailored to different age groups, such as a high-definition on-demand movie library providing classic high-scoring films for guests to watch for free, and popular games providing a better big-screen gaming experience for young groups.
Furthermore, Rounding integrates TVs into the hotel's operational service system through Easy TV (TVMS), so that TVs are no longer just equipment in the guest rooms, but operational terminals that provide greater value. Through Easy TV (TVMS), hotel promotional materials, service facility introductions, nearby attractions, and special delicacies are vividly and comprehensively presented to guests. Scanning the QR code on the TV screen allows guests to easily order food to their rooms. Through safe screen mirroring on the guest room TV, guests can enjoy a better big-screen experience for entertainment or business office work. As an entry point for membership management, a wealth of benefits are displayed to strengthen members' brand loyalty and recognition.
No matter how business evolves, the satisfaction of customer needs and the improvement of the experience are always the basis for a virtuous cycle and the navigational coordinates for the industry to move forward.Rounding adheres to and upholds the value of putting customer experience first, constantly creating new service values for customers. Assigning new missions and values to TVs helps improve hotel operational efficiency and optimize guest experiences.
References:
National Radio and Television Administration: Full Cancellation of Boot-up Ads for Cable TV and IPTV https://mp.weixin.qq.com/s/NR1gJgd8tB-N3Qzvsnfgmg
"The TV Turn-On Rate Has Fallen to 30%" - The Data Source is Unclear! The Topic is Causing Controversy. https://baijiahao.baidu.com/s?id=1788144880093353950&wfr=spider&for=pc
