Overseasidol.com — China’s broadcasting industry is set to undergo a major transformation following a new announcement from the National Radio and Television Administration (NRTA) on June 3.
The regulator officially launched a large-scale reform initiative aimed at modernizing the country’s mainstream broadcasting and media evaluation system.
A key element of the reform is the accelerated development of a more comprehensive and scientifically based audience measurement framework.
Under the new policy, China Video Big Data (CVB) will serve as the primary official standard for evaluating television ratings and audiovisual content performance across the country.
According to the announcement, the new evaluation system will integrate viewing data from multiple platforms, including traditional television, IPTV services, internet television, and various digital screens.
The goal is to establish a unified media assessment model that reflects how audiences consume content across different devices and viewing environments.
The move represents a significant shift for China’s entertainment and broadcasting sectors.
In the future, audience statistics and ratings released through CVB are expected to become the official benchmark for industry evaluations, content performance analysis, and media assessments.
CVB is a national-level audience measurement and data analysis platform that collects viewing behavior information from nearly 500 million cable TV, IPTV, and internet TV users throughout China.
It is also recognized as the only communication-effect evaluation system approved by China’s National Bureau of Statistics to conduct large-scale statistical surveys using big data technology.
Industry observers believe that CVB’s extensive data coverage will provide a more accurate representation of audience behavior than traditional ratings systems.
The adoption of the platform is expected to improve transparency, reliability, and credibility in media performance measurement.
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