That's bookkeeping magic. They are not talking about the cost of tvs and to consumers but their profit.
Their lower cost divisions such as ads and sponsorship can only operate for they sell tvs. I.e. their cost isnt reflected accurately.
They even talk about how the hardware section's revenue is much, much greater. But when you got those bonus earnings you can undercut your competition ever so slightly or even sell at a minor loss in the manufacturing while still making a profit. But this barely matters to the price the consumer actually pays.