Does the number of clicks on film and television works exceed the total population of the world？ ＂Only flow theory＂ can be rested.
For a long time, the broadcast volume is usually regarded as an important reference to judge whether a work is popular or not. Production companies spend money to brush the amount, and the data comparison between video websites has been repeatedly banned. The falsification of broadcast volume has long been an open secret of the industry. There are even some self-deprecating jokes in the film and television circle, such as "China’s 800 million netizens are not enough" and "the global population is not enough for a drama" … … It can be seen that the phenomenon of water flooding in the network clicks of film and television dramas is very serious. According to statistics, in 2017, there were 12 TV dramas with more than 10 billion hits, of which the highest film and television work even played 45.79 billion times during the year. The "big" data of some film and television works even far exceeds the global population, and the problem of fraudulent clicks is obvious.
In June this year, the Propaganda Department of the Central Committee, the Ministry of Culture and Tourism, the State Taxation Administration of The People’s Republic of China, the State Administration of Radio and Television, and the State Film Bureau jointly issued the Notice, which demanded that social benefits should be put in the first place and resolutely opposed to box office, ratings and clicks.
In order to bid farewell to the "traffic-only theory", iQiyi recently announced that it would close the "play volume" display at the front desk, and replace it with the content heat of comprehensive user discussion, interaction and multi-dimensional play indicators. Recently, the reporter found through the online shopping platform that many merchants are still providing related brushing services. Almost all video platforms are clearly priced, and a few to dozens of pieces can brush 10,000 hits. When the reporter asked, "Can I still buy the amount of iQiyi?" When this kind of question is asked, the reply is "the amount of wonderful art of sex is too troublesome, so I don’t take orders."
In this regard, the reporter interviewed Wang Xiaohui, the chief content officer of iQiyi. In his view, "Excessive attention to the broadcast volume has brought many adverse effects to the industry, and a large number of high-quality works have been buried because of the lack of an objective and fair evaluation system. Many practitioners simply compare the amount of broadcasts, distorting the initial intention of creation, and even breeding illegal or unethical behaviors such as brushing. The bad phenomenon of only playing volume theory has caused harm to the industrial chain, platform, producers and users. In order to change this bad atmosphere, Iqiyi decided to take the lead in closing the display of the front-end broadcast volume, returning its focus to creation and providing users with quality content and service experience. "
In the eyes of the industry, a large part of the reason for "brushing" is that the change of the distribution mode of film and television dramas now makes the voice of video websites more and more important, which forces the film side to brush up the amount of play to "compete" with it. However, once a video website is labeled as "data fraud", the goodwill and credibility of this website will be greatly reduced. This is not only related to the development of the website, but also to the prospect of the film and television industry. How to change the impact of the current broadcast volume fraud, Wang Xiaohui believes: "From a global perspective, mainstream video playback platforms and market monitoring institutions have been exploring more dimensional evaluation systems to reflect users’ love for content. At present, we choose to replace the previous broadcast volume with content popularity and provide users with more diversified indicators. "
Zhu Chuanxin, a young scholar in the Art Department of China Communication University who has been engaged in online literature and art research for a long time, thinks: "Facing the increasingly outrageous network ‘ Big ’ Data, the online video industry is actively counterfeiting and consciously maintaining an honest, fair and orderly market environment. At the same time, it needs to keep a clear understanding: even if the data is accurate and reliable, the number of clicks is not equal to the artistic quality, and the latter is the sustainable development of video websites ‘ Lifeline ’ 。”
Not only the number of clicks, but also the principle of unity of profound thought, exquisite art and excellent production, and the orientation of quality evaluation as the core will surely become the core standard in the scientific evaluation system of network audio-visual program quality. The prosperity and development of literary and artistic creation in the new era needs a clean and honest cyberspace. In the future, with the development and maturity of video websites, establishing an objective and scientific data system, truly understanding the influence and effect of content, and bursting the "bubble" of broadcast volume is the way for the sustainable development of the industry.
(Guangming Daily reporter Niu Mengdi)