The online drama was launched, and it gained hundreds of millions of views in one day?
Such "myths" may be rare in the future.
On August 8, the State Administration of Radio and Television issued the "Regulations on the Administration of the Production and Operation of Radio, Television and Online Audio-Visual Programs (Draft for Comment)" to solicit public opinions.
It clearly stated that the management of online dramas, brokerage agencies, and online audio-visual program service agencies should be included in the management category, "one standard for online and offline, integrated management"; no false content, production cost, audience rating, click rate, etc. or misleading propaganda and deception.
"Online students" has become a new coordinate of Chinese film and television, and Internet thinking is reshaping the traditional pattern of the film and television industry.
However, while creating a series of miracles and surprises, some "net students" dramas not only inherited the chronic problems of fake ratings, but also performed them to an astonishing level.
The screenwriter Wang Hailin once complained that a certain online drama has more than 40 billion views, and "there are not enough mammals in the world to add up."
When many people relish the fact that the content of "Internet students" is becoming a new "window", the unavoidable reality is that due to the lack of effective management, online dramas are becoming the "hardest hit area" for data fraud.
In recent years, "Internet Students" dramas have frequently claimed that the click rate has exceeded 10 billion, but in fact, there are various "water injection" mysteries hidden, which has spawned a black industry chain that stimulates the number of broadcasts and interacts.
In addition to creating a self-deceiving "digital prosperity", the data fraud of Yunshan Fog Cover has also produced a large amount of shoddy "audio-visual garbage".
What's more serious is that the market environment in which bad money drives out good money is itself a run on and suppression of high-quality content.
On June 1, the State Administration of Radio, Film and Television officially issued the "Internet Drama Distribution License" to online dramas.
This means that online dramas can only be launched on the corresponding online platforms if they have officially obtained the "web label".
On this basis, the "Regulations on the Administration of the Production and Operation of Radio, Television and Online Audio-Visual Programs (Draft for Comment)" further clarifies the "status" and "obligation" of online dramas: "one standard for online and offline, integrated management" means that Online dramas have obtained the same status as traditional film and television dramas; correspondingly, online dramas must also be subject to the same constraints and supervision.
In terms of supervision and management, the "Draft for Comments" clarifies the management responsibilities of the radio and television administrative departments and the cooperation obligations of relevant institutions and individuals, as well as the system of complaints and reports of illegal acts.
In terms of legal responsibility, the penalties for specific violations are clarified.
Curbing data fraud in the film and television industry requires not only laws to abide by, but also strict enforcement of laws.
With the rapid development of online audio-visual, a more scientific and standardized big data monitoring platform is indispensable.
In addition, it is advisable to establish a more diversified evaluation system, based on data such as popularity index and work rating, to get rid of the path dependence of only the number of broadcasts.
To combat data traffic fraud, we have to mention traffic stars.
The screenwriter is the soul of a film and television drama. An excellent film and television work first relies on the wonderful plot setting, so that excellent directors and actors can get the space to release their talents.
However, in the market atmosphere where traffic is paramount, some content providers only focus on the "late stage" rather than the "early stage". They are keen to spend a lot of money on traffic stars, and are keen to brush traffic and buy hot searches, while data fraud is often related to Sky-high wages go hand in hand.
In this regard, the "Draft for Comments" clearly states that institutions engaged in program production and business activities shall, in accordance with the relevant guidance and regulations of the State Administration of Radio, Film and Television, reasonably determine the allocation ratio of program production costs and the amount of remuneration for the main creators, strive to improve the quality of programs, and form the remuneration and programs of the main creators. A salary structure system that links social and economic benefits.
Taking the social and economic benefits of the program as the basis for remuneration means that the program party and the main creators must return to the quality standard of the work.
If the fight against data fraud is based on the present, the success or failure of quality is undoubtedly focused on the future.
Such a two-pronged approach and multiple strategies will help to remove the illusory bubble of "digital prosperity" and escort the healthy development of the film and television industry.
Zhao Zhijiang Source: China Youth Daily