Among the latest trends of the State Administration of Radio and Television, a striking measure was released.
According to news on the website of the State Administration of Radio, Film and Television on January 18, the Science and Technology Department of the State Administration of Radio, Film and Television issued a public notice on the approval draft of the "Online Audiovisual Ratings Indicators and Calculation Methods" radio, television and online audiovisual industry standards. This standard provides detailed specifications for online audio-visual viewing indicators and aims to establish a comprehensive, fair and transparent calculation system for online audio-visual on-demand content viewing indicators. The
announcement made it clear that the "Online Audiovisual Ratings Indicators and Calculation Methods" will apply to all online audiovisual on-demand content played on large TV screens, computers, mobile smart terminals, screen projection, etc. This standard not only defines the basic concepts of online audio-visual viewing indicators, but also stipulates in detail its classification, statistical requirements and calculation methods, providing a unified measurement scale for various viewing behaviors in the industry.
It is worth noting that the new standard shows a strict attitude in determining user validity. According to regulations, the validity of users must be judged before counting the viewing indicators. Users who generate more than 60 viewing behaviors in one minute or more than 10,000 viewing behaviors in one day, as well as users who use unconventional means such as video brushing software to play videos, will be regarded as invalid users and their ratings will The data will not be included in the statistics. This move is undoubtedly a powerful blow to the long-standing practices of volume brushing and cheating in the online audiovisual market.
At the same time, the new standard also makes clear provisions on effective reach. For content exposures with a duration of not less than 2 seconds, it will be recorded as an effective content exposure; for advertisement exposures with a duration of not less than 1 second, it will be recorded as an effective advertising exposure. This provision will help advertisers more accurately evaluate advertising effectiveness and thereby optimize advertising strategies.
The new standard also provides clear requirements for the determination of effective playback behavior. For the playback behavior in content viewing behavior, two conditions must be met to be considered a valid playback behavior: first, the playback rate is less than 3 times the speed, and second, the viewing time is longer than 3 seconds. This regulation will effectively prevent the occurrence of improper behaviors such as rapid volume brushing and ensure a fair competitive environment for online audio-visual on-demand content.
The "Online Audiovisual Ratings Indicators and Calculation Methods" released by the State Administration of Radio and Television is undoubtedly a profound standardization and purification of the online audiovisual market. By establishing a unified standard for calculating playback volume and combating volume brushing and cheating, the new standard will provide a strong guarantee for the healthy development of the online audiovisual industry. At the same time, this also marks that my country's regulatory level in the field of online audiovisuals has reached a new level.
