People’s Daily Overseas Edition: The falsification of entertainment data should be stopped as much as possible.
In the name of people.
According to media reports, a few days ago, Li Xuezheng, the general publisher and producer of the TV series in the name of people, revealed that before the show aired, some people suggested that they should buy data. They fought back resolutely. He also pointed out the phenomenon of data fraud of young stars: "If his annual income is 100 million yuan, he may spend 60 million yuan for false propaganda!" Now many stars have tens of millions of fans, but Li Xuezheng pointed out: "I can boldly say that none of the tens of millions are true." Li Xuezheng believes that some people use relatively large capital to influence the water army and public opinion, and "often can influence some ideas of key people in the acquisition platform". He said, "The cultural fraud under capital has become an important obstacle and enemy of our cultural self-confidence in China".
As Li Xuezheng pointed out, in recent years, news such as ratings fraud and actor popularity data fraud are not uncommon. As the hottest TV series in 2017, and as a legal work of fighting corruption and promoting honesty, "in the name of people" has received such great resistance, and the situation faced by other dramas can be imagined.
Over the past 30 years, on the one hand, China TV plays have created their own glory and dreams, on the other hand, their broadcasting environment is increasingly worrying. Not only Li Xuezheng, but many people in the industry have pointed out that even works with profound thoughts, excellent production and exquisite art must pay high prices to buy fake ratings data. High ratings, whether true or false, can get high returns and high praise, otherwise it will be a complete failure. The audience rating survey was originally designed for advertisers to put advertisements on TV stations, not the evaluation standard of TV programs, which is also an international common rule. Many years ago, some TV stations began to fake ratings in order to win advertising resources; After that, it became more and more fierce. When TV series became the main program of all TV channels in prime time, the production organization had to increase the cost of purchasing ratings by tens of millions of yuan per drama, which in turn led to a vicious circle.
Li Xuezheng said that at present, data fraud has reached the point of fear in the industry, because there is a large space for fraud and the consequences of fraud are too little. In fact, in the case of highly developed modern technology, the problem of ratings fraud is not unsolvable. For example, detect the fraudulent means and criminal details of buyers and sellers by advanced technical means, and eliminate the cancer of viewing fraud within the existing legal framework; For example, research and deployment can effectively reduce data fraud by stopping the use of ratings based on a small number of sample surveys and using all-user big data returned by set-top boxes.
Entertainment fraud has obviously deteriorated the development ecology of the industry and cast a shadow over the sustained and healthy development of culture. In order to create a healthy, safe and clear new environment conducive to the spread of excellent works and the benign development of the industry, the problem of entertainment fraud needs to be effectively stopped.