Han Yadong newspaper reporter internships
Implementation of CCTV within a new part evaluation system, has recently been a large audience's attention. According to this evaluation system, and CCTV for many years within the "column elimination" system will be abolished, it will also be CCTV is no longer viewed as "only the ratings on" significant changes, or even be regarded as China's TV industry the beginning of an important change. However, speculation about the outside world, has been keeping a low profile in CCTV, has not made much response.
Silence was finally broken. Recently, as the evaluation system is mainly responsible for the Editorial Department, one of the CCTV market assessment Xu Lijun, vice director, come to this reporter in an exclusive interview. He disclosed that this evaluation system was July 1, within the formal implementation of the CCTV. Compared with the original system, the new system will no longer part of the economic benefits, as an evaluation of its quality indicators.
12,000 households each quarter, scoring, please
CCTV system for the evaluation of the implementation of sections, a total guide, influence, communication ability and professionalism of the four core indicators. Which, in addition to a full spread of power ratings based on objective data to inspect the survey, the other three indicators through audience surveys and expert scoring the subjective evaluation to determine. "We need to understand more than ever, viewers are satisfied with our program, accepted and recognized by the audience's evaluation is the starting point of our program to run ah." Xu Lijun explained the original intention of the reform of the appraisal system.
After the implementation of the new system, each household CCTV television viewers are likely to become a "referee", and their views on the indicators in the evaluation of the weight of up to 30%. Evaluation of the audience are so important that the evaluation of the CCTV system in the past are not seen. Xu Lijun said that CCTV would be all television households nationwide sample of each quarter will be 12,000 home visits made, and the length of each visit will be in about 30-40 minutes. The audience of the questionnaire content is highly confidential, but Xu Lijun revealed that the content of daily life with a lot of text, so that the audience understand the meaning of the respondents.
CCTV expert for the scoring of each section, another important group, they are mainly for professional programs to judge. Xu Lijun, said CCTV now has a nearly 400-member pool of experts to ensure that each section has at least 10 experts in their scoring. These experts include department leadership, industry experts and university professors three groups. Had previously been concerned that these experts will give some of the columns with the word "sub-human"? In this regard Xu Lijun, said the experts to which part scoring, are randomly selected, and they also signed a similar confidentiality agreement. He also stressed that "we will consider the selection of experts and their professional and moral qualities, to a large extent still have to believe them."
Comments: "to collect the audience's subjective evaluation of a certain significance, and their feedback on the television program production does have a great reference, but the audience is often biased subjective evaluation of their programs very highly verbal, is not necessarily will actually see; and those who think it is very general and even vulgar programs, then perhaps they usually watch the most. foreign many surveys have confirmed the prevalence of this situation. "
Cost index is no longer embarrassed to take part
The original evaluation of the CCTV system, a weight of up to 20% of the cost index, Zeng many part of the producer in a dilemma. This indicator is part of the input and output status measure, saying that white is the part of the production costs and advertising revenue brought by their assessment. But in the new evaluation system, this indicator has been completely canceled.
"In fact, Taiwan has been repeatedly discussed in the fate of this indicator, ultimately decided to cancel it." Xu Lijun explained that the CCTV system to implement the budget, part of the run and funded entirely by the channel units in the decision, part producer can not completely control, previously set up for this, but to encourage producers to control the cost of the existing economic conditions. In addition, the CCTV and the current mode of operation does not allow the advertising columns pull their advertising, so advertising revenue is not controlled by the producer, and the entire channel's advertising revenue has not calculated in accordance with section split. Xu Lijun said, "the producer can not through their own efforts to change things as markers, is clearly unreasonable."
Comment: "China's national public television is not the full allocation, the audience did not pay their special program, so advertising is that they must endure; however, can not fail to public television viewers mind, the blind pursuit of economic interests, despite the excessive advertising is full screen. part evaluation is no longer based cost index, producers can create columns based on their characteristics, rather than CD followed the lead of ratings and income, which highlights the definite progress. "
Channels have the final say the fate of low-scoring column
New appraisal system after the implementation of the CCTV, the evaluation results did great changes have taken place. Xu Lijun revealed that, within the was in accordance with the new CCTV system, the broadcast of the second quarter in Taiwan conducted a pilot evaluation of each part, the rankings showed that the original ratings of the morning section is generally "first time", jumping into a full stage 30 of the column, and "discovery", "approach to science" and has always been regarded as "narrow special" sections, also ranking among the best.
New appraisal system had a message posted online, there was argument that CCTV will have on its annual ranking of the top 30 section to be amply rewarded. This bonus amount will be much, once caused the audience to speculate. In this regard, Xu Lijun, said: "the amount of inconvenience to public money, but will reward than Taiwan in the past, much higher; but I heard at the provincial level and within the award amount compared to the TV, we may also lower a little bit of money . "
Before the introduction of the new appraisal system, CCTV was the main target audience once the implementation of "bottom out" the results because the elimination of the "reading time", "TV you and me" and other well-known part, and several times caused great controversy. After the introduction of the new system, CCTV will not produce a warning on the part, no longer do hard out; so for those who score lower part, how to determine their destiny? Xu Lijun answer to this is on the list of columns from the channel by channel, director of development needs to decide whether to retain them.
Comments: "expert scoring, audience research, in fact, various evaluation methods have advantages and disadvantages, to try them together makes sense, in a variety of reference, under the hope that we will have a better understanding of television culture it. All in all, I think the new CCTV system is a good attempt, there's a lot of things can learn where there is, as its specific implementation results, we also need to observe a period of time after the conclusion. "
(Comment this article, Professor Zhang Yiwu of Peking man)
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