China Designates CVB as Official Media Ratings Standard, Unifying Measurement
China's National Radio and Television Administration (NRTA) has mandated China Video Big Data (CVB) as the official standard for TV and digital media ratings, unifying audience measurement across various platforms. This reform aims to modernize the country's broadcasting evaluation system and establish a comprehensive, scientifically-based framework. CVB collects viewing data from nearly 500 million users and is approved by China's National Bureau of Statistics for large-scale data analysis.
Key Takeaways
- NRTA announced a large-scale reform initiative to modernize China's broadcasting and media evaluation.
- CVB will become the primary official standard for evaluating television ratings and audiovisual content performance.
- The system integrates viewing data from traditional television, IPTV services, internet television, and digital screens.
- CVB collects viewing behavior from nearly 500 million cable TV, IPTV, and internet TV users.
- China's National Bureau of Statistics approves CVB's large-scale data analysis for communication effect evaluation.
Why It Matters
China's adoption of CVB as the official ratings standard immediately centralizes audience measurement for nearly 500 million users, offering a single source of truth for content performance. This shift moves away from potentially fragmented measurement methods, providing a more comprehensive and scientifically-based framework for content creators and distributors operating within or targeting the Chinese market. It standardizes how media value is assessed in the world's largest streaming market. Businesses should watch for the immediate impact on content commissioning and advertising spend as official benchmarks take hold.
Read full article at overseasidol.com
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