Turn off "flow" and tear off the painting? | ultimate x poker slot machine, tertis betel, judislot 777

Data is an important indicator for measuring works, but it is not the whole story.

After iQiyi, Youku also chose to say "goodbye" to the number of views. When Youku announced on January 18 that it would shut down the front-end playback display on the entire site, an old friend from a public relations company sent a message to Understand Notes, saying that he now particularly admires iQiyi and Youku because they know what "kindness" means. Of course, in Youku’s statement titled “Break the noise and return to your true heart,” we see more of the “original intention.”

Youku’s relevant measures are almost consistent with iQiyi’s announcement in September last year to close the front-end playback volume. In addition to the video platform, Weibo also recently issued the "Announcement on Adjusting the Display Method of Weibo Retweeted Comment Data", announcing adjustments to the display of relevant volume data. The announcement shows, "Set an upper limit of 1 million. When the actual number of retweets and comments exceeds 1 million, the corresponding number of retweets and comments will be displayed as 1 million+." This also means that the previous scenes of tens of millions or even hundreds of millions of reposts on a random Weibo post by popular celebrities will officially become history.

Beyond the platform, from a regulatory perspective, the issue of traffic supremacy is gradually coming under control. On December 26, 2018, the State Administration of Radio, Film and Television announced that the big data system for comprehensive evaluation of radio and television program ratings has been basically completed and has been put into trial operation. It also stated that the improvement of corresponding laws and regulations is also being deployed.

The amount of brushing brings not only good-looking data, but also chaos

In the past few years, under the influence of traffic-only theory, the Internet industry basically uses data indicators as indicators to judge a video or even a video platform. We set a price for the work based on the number of views. Whichever work has a high number of views, its advertising will be more valuable, and more platforms will compete for it. This phenomenon will invisibly create many bubbles, including raising the price of a work to an artificially high level, and even the valuation of related platforms will increase accordingly.

Under such circumstances, the problem of fake sales of film, television, and music works has almost become an unspoken rule recognized by the industry. Many so-called popular products also have data faked and whitewashed. Maoyan data shows that the hit hit "Story of Yanxi Palace" in the first half of 2018 has a cumulative playback volume of 15.97 billion on iQiyi. This is such a terrifying figure. The final number of views of the 2017 TV series "The Legend of Chu Qiao" exceeded 40 billion. At that time, the famous screenwriter Wang Hailin once joked on Weibo: "Ox, every mammal in the world, can only watch "The Legend of Chu Qiao" once!"

Not only on domestic video platforms, in November 2018, Kris WuThree days after the release of the new album, the strong fan base managed to get seven of its songs to occupy seven of the top ten spots on Apple's iTunes US chart. Later, Apple adjusted its ranking to outside 200 because of doubts about its fans' cheating on the list.

Although the data of tens or even hundreds of millions looks very glamorous on the surface, the negative effects of this hidden rule bring more embarrassment to the platform and inconvenience for users and advertisers to choose. In the context of rampant volume fraud, users and advertisers find it difficult to trust the platform's public data. It is increasingly difficult for users to choose excellent works, while advertisers are more often using cannonballs to beat the air.

When iQiyi announced the closure of front-end playback in September 2018, it said: “In such an unhealthy competitive environment, production companies have lost the basis for judging content to guide content production, users cannot obtain effective reference targets when selecting content, and advertisers cannot make reasonable assessments of the effects of marketing. The soil for healthy and sustainable growth of the industry has been destroyed.”

One swipe solves all problems? No, it will destroy the industry.

If the playback volume display is abandoned, it will at least bring more reality to the industry. After bidding farewell to simply using playback volume as a constant criterion, the popularity calculated by the platform through a series of multi-dimensional operations of users such as clicks, comments, collections, etc. will undoubtedly be more fair and can more truly reflect users' preferences for works. At the same time, by using popularity as a measurement indicator, short-series film and television works will become more fair. Previously, many long-form dramas, often lasting 5 or 60 episodes, did have a natural advantage over short-form dramas in terms of broadcast volume, although they may not be better than the latter in terms of content quality.

Starting from iQiyi, followed by Weibo and Youku, a number of Internet giants’ adjustments to front-end traffic display seem to indicate that the era of “traffic is king” is about to become history. However, at this stage, simply cutting off the front-end play volume display and replacing it with the popularity value is still only a stop-gap measure and cannot completely change some of the stubborn problems in the industry.

Can’t change the brush volume, but the industry is improving

Scalpers and navy can be called the two most "magical" professions, and they are also typical "practitioners" who have policies from above and countermeasures from below. Just like scalpers, there will always be train tickets that you can’t buy even if you squeeze your brains. In the eyes of trolls and spammers, there is no difference between popularity and views.

According to a survey conducted by Understand Notes, after the relevant platforms turn off the display of playback volume, the popularity of works can still be intervened through manual means. A practitioner who brushes up the volume and orders said to understand notes: "It is definitely possible to brush up, but the difficulty and cost are much higher than simply brushing the views, likes and comments before. Currently, both film and television dramas and self-media videos on the video platform can be brushed, but the fees are different. It takes about 300 yuan for a self-media video to reach 1,000 initial popularity, while film and television dramas require data evaluation, there is no fixed charging standard, and the more you brush, the more expensive it is."

It can be seen that the popularity analysis cannot fully reflect the true situation of a work, and can still be artificially intervened through third-party means.

In this regard, Internet industry analyst Ding Daoshi told Understand Notes: "The move to turn off the playback volume is generally good for the industry, but any product must have a way to measure its value. Turning off the playback volume display uses popularity as the measurement standard. In a sense, it is still changing the soup without changing the medicine. Hotness also needs to be recommended through a series of algorithmic mechanisms. Once this mechanism is familiar to the brushing institutions, it can be intervened through some human means. As long as this measurement and recommendation standard remains, it will be difficult to completely curb the phenomenon of data fraud. ”

At the same time, Ding Daoshi emphasized that although the behavior of brushing up traffic cannot be completely eliminated, the series of reforms on these platforms also indicate that the content industry is trying to develop in a healthy direction, hoping to bid farewell to the misunderstanding of "traffic first".

It can be said that from the current stage, whether it is video platforms such as Aiyouteng or content distribution platforms such as Weibo, Douyin, Kuaishou, etc., they all need a measurement indicator. As long as there is human intervention in this indicator, fraud will be difficult to avoid. Just like after Weibo limited the number of retweets to 1 million, those behind it started an "offensive" on comments and likes.

Content is king, which is the common need of original creators and platforms in this era. In the past, the entire industry adhered to the "traffic-only theory", but now a series of changes also indicate that content platforms are gradually moving towards "content is king" instead of purely pursuing traffic.

[Source: TMTpost Media Author: Understand Notes]