What you need is to keep the hole dark or shadowed like the ice around you. A long rod can help in keeping you back from the hole as well as getting a better hook set-however you aren’t getting a bite…I even sometimes lay right over the hole-look down there and see them bite.
If the ice is thin enough use a chisel-I did this a few times to make a tapered hole. Again learn to shade the hole from light above. Fish will shy away from these un-natural light spots in the ice.
Also try using a very agressive jig pattern. Not jigging high but a frantic 2″ jigging, sometimes this can trigger them.
Hope you can catch a few-and what is wrong with doing what the other guy is doing? He’s eating fresh fish and getting a pole bend!
Good Luck