Public opinion support: prohibit false propaganda such as viewing rate clicks and other hits

On August 8th, the State Administration of Radio and Television publicly solicited opinions on the "Regulations on the Management of the Production and Management of Radio, Television and Internet Audiovisual Program". It is mentioned that it is necessary to reasonably allocate the cost of programs and main creators, and the main creative pay is linked to the social benefits and economic benefits of the program, and it is forbidden to carry out false publicity in terms of viewing rate click -through rates. At present, related topics such as fake publicity such as viewing rate click rate have aroused heated discussions on the Internet.

Picture source: screenshot on the official website

1. Public opinion burst point

Based on August 6, 2022 to 14:00 on August 9, 2022, as a cycle, information retrieval was found through the public opinion system of the China Cultural Media Group, and the high point of public opinion during the monitoring cycle appeared on August 8.

Figure: Public opinion follow the trend chart

On August 8th, the State Administration of Radio and Television issued a notice on the "Regulations on the Management of the Production and Management of Radio and Television and Internet Audiovisual Program (Draft for Soliciting Opinions)". Subsequently,@随 随 [The State Administration of Radio, Film and Television formulated a new regulation:#随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 随 has caused many media such as China News Network, Guangming.com, and Yangguang.com to repost and comment on the majority of netizens. High points, nearly 20,000 information spread in real time.

As of 14:00 on August 9th, there were 22033 information about public opinion information, 15,560 Weibo, 3712 clients, 868 websites, 799 videos, 617 WeChat, 455 interactive forums, and 22 numbers. Among them, Weibo and clients are the main sources of this public opinion information, accounting for 87.47%.

2. Internet users' point of view

After summarizing the views of the topic of "prohibiting the fake publicity such as viewing rate click rate", it is found that the following categories are mainly divided into the following categories:

Figure: Internet users comment distribution map

The first is to explain strong support for related practices, accounting for 54.55%. Typical netizens commented as follows:

@: That's it! Pragmatic!

@：: Support, it should be completely.

@支持: Support the clicks of clicks. awesome!

Second, the data of some repertoires is doubtful, accounting for 24.24%. Typical netizens commented as follows:

@: A TV series, the entire tens of billions of hits ...

@Is because there are cats: Xiangmi 4.5 billion a day, how do you do it?

The third is to express their concern about whether the new rules can be truly implemented, accounting for 15.15%. Typical netizens commented as follows:

@ @: The opinion is completed. The next step is estimated to refine the new rules, and the final implementation is implemented.

@Invincible Little Cute: Look forward to the effect.

Fourth, it is expected that the new rules can make the real high -quality works widely attracted, accounting for 6.06%. Typical netizens commented as follows:

@Irene's deep sea EHZ52: Very good specifications, let the real good drama be in the early stake.

Third, public opinion reviews

Recently, the "prohibition of false propaganda such as viewing rate clicks" has aroused heated discussion among netizens. Most netizens have supported false propaganda such as the State Administration of Radio, Film and Television to prohibit the hits of ratings, and explain whether the new regulations can truly implement them. It is expected that the new rules will attract all high -quality works.

From the perspective of the attitude of public opinion, the new regulations of the State Administration of Radio, Film and Television have received the support of most netizens, indicating that the relevant measures of relevant departments are properly and deep in time. From the perspective of public opinion development, the overall public opinion rises and falls, showing a "peak" shape. However, as of press time, public opinion has not completely faded, and some netizens will continue to pay attention to the effects of the implementation of the new regulations. In this regard, relevant departments should also actively promote the implementation of new regulations and promote the industry's long -term healthy and orderly development.

In recent years, many online dramas have claimed that the click -through rate has exceeded 10 billion yuan. The phenomenon of "scoring points", "control review" and "hot search" in TV dramas and online dramas is common. Once this phenomenon penetrates or solidifies into a hidden rule, it will lead to the prosperity of the entire industry, the operation of the dark box, and excessive relying on the data to pile the false prosperity. If the numbers are not real and the evaluation is unfair, the competition is meaningless. The so -called industry prosperity is only a flash in the pan.

In order to rectify the illness of false propaganda such as the click -through rate of viewing rates, the relevant departments have made combined fists since last year and introduced a number of measures to achieve certain results. The new regulations of the State Administration of Radio, Film and Television have further improved the specifications of program production and operation, and put forward self -discipline requirements for related practitioners and individuals, which will help maintain the normal order of the industry and promote the healthy and orderly development of the industry.

In response to this, in addition to the continuous improvement of laws and regulations and increased punishment, major platforms should also establish a benign and orderly access and evaluation mechanism, so that truly quality and connotative works can be presented to the audience. At the same time, film and television companies must also enhance the amount of internal work and strict quality control, and carefully study and create more positive and high -quality high -quality repertoires. We look forward to the joint efforts of various parties, the problems of false propaganda such as the viewing rate clicks can be effectively treated, and the entire industry can develop healthily and orderly. (Research Institute of China Cultural Media Group)

Responsible editor: Guo Yan

- END -