Recently, an "expert" Liu Hongbin (with a program named Liu Hongbin) who has been active in several local TV stations for three years has become popular on the Internet. Since 2014, Liu Hongbin has recommended various medicines and health care products as an expert from Peking University, a fifth-generation descendant of Mongolian medicine, and an ancestral old Chinese medicine practitioner.
Some netizens joked that he was a "famous performance expert", and some netizens joked that "China’s best acting skills are all selling medicines on major TVs."
According to media reports, the drugs and health products in these programs have been investigated and dealt with by relevant departments in Henan, Anhui, Hebei and other places many times, and TV stations have also been punished many times.
Through interviews with satellite TV and the advertising media companies cooperating with satellite TV, the reporter learned that there are programs and advertisements on health-care topics. Health-care programs will ask some doctors to package them into experts, while most of health-care advertisements are made by film and television companies looking for actors to play "experts", and media companies will promote the filmed films to the satellite TV platform. It takes only a few thousand yuan to package an expert, but the book of programs or advertisements only takes one day or half a day to be completed by the director. The content is mainly to refer to other health programs or find some relevant materials for stacking.
Experts falsify multiple identities, and David promotes a variety of drugs.
Liu Hongbin appeared in the TV program as vice president of relieving cough of Chinese Medical Association, vice president of Oriental Cough Research Institute, member of Rheumatology Branch of Chinese Medical Association and retired dean of a hospital. In various health programs of local satellite TV from 2014 to 2017, it successively promoted Miaoxian Kechuan Formula, Tangtong 5.0, Tianshan Xuelian, Yaowang Fengtong Formula, Miaozu Dingchuan Formula, Miaojia Huogu Formula, Laoyuan Quban Formula, Mongolian Medicine Xinnao Formula, Zhumian Dinner and other medicines and health care products.
The drugs recently promoted in Liu Hongbin are "Mongolian Medicine Heart Prescription" and "Sleeping Dinner". The staff of "Mongolian Medicine Heart Prescription" said in an interview with the media that Liu Hongbin is indeed the fifth generation descendant of Mongolian medicine, and has opened an outpatient clinic in Jilin Provincial People’s Hospital so far. The staff of "Sleeping Dinner" said that Liu Hongbin had decades of working experience and was a doctor in ditan hospital.
When some media verified Liu Hongbin’s identity, Peking University, Jilin Provincial People’s Hospital and beijing ditan hospital all found no such person.
Satellite TV said it was not a program, and the pharmaceutical company said it was an advertisement.
Among the drugs promoted in Liu Hongbin, some media contacted the relevant person in charge of one of the drug companies, and the other party said that Liu Hongbin had indeed promoted the company’s drugs, and the drugs were true, but Liu Hongbin’s propaganda film exaggerated the curative effect.
The person in charge also said in an interview that Liu Hongbin’s related medical publicity video looks like a news talk show, but it is actually an advertisement.
As for Liu Hongbin’s identity, he is not sure whether he is a doctor, a professor or an expert. According to him, he has never met Liu Hongbin. Three years ago, the agent found him and hoped to sell drugs. Subsequently, the agent found Liu Hongbin in Beijing to shoot relevant promotional videos, and the company sold the drugs to the agent.
The reporter of Legal Evening News contacted the editing and broadcasting section of Gansu Satellite TV, which broadcast Liu Hongbin’s advertisement. The staff of this section told the reporter that there was no such program as "Famous Doctors’ Health House" in the broadcast program. As for whether it was an advertisement or not, it needs to be investigated again.
The phone number of Liu Hongbin endorsement products has been unable to get through
Regarding the products endorsed by Liu Hongbin, the reporter of Legal Evening News dialed the "official ordering telephone number" at the bottom of one column screen, and after being connected, the other party told him that it had been used for less than one month and had been used by others. The search result of this phone number in Baidu is Zhejiang (Jinhua) Deli business gifts Co., Ltd., and the company’s website is opened and introduced as "the company is a professional and international enterprise integrating R&D, manufacturing and sales. Mainly engaged in new and exotic gifts such as household items, beauty and body, TV shopping. "
The reporter called the Jinhua Municipal Market Supervision Administration of Zhejiang Province, and the result of the inquiry was that the enterprise did not have any registration information. After searching in the national enterprise credit information publicity system, no information was found. There is also a risk warning on the website, and the company is not registered in the industrial and commercial department.
The reporter then continued to call the so-called "column hotline" on other screens, all of which were unable to connect and had no service.
Industry insiders say that most experts in medicine and health care products are "group performances"
In China, Chinese Medicine, written by cctv-4 in 1998, was the earliest TV health-care program. With the people’s attention to health care, health-care TV programs have grown to more than 100 files in the past ten years, which once became the main channel for middle-aged and elderly people to obtain health information. However, due to the ability and level of health communication in China, health TV programs are mixed and mixed.
Due to the good communication effect and remarkable commercial benefits, health programs are also broadcast on satellite TV, ground channels and city TV stations, and the columns mainly introduce the theory of traditional Chinese medicine and the methods of health care, and the audience is mainly middle-aged and elderly people.
Ms. Wang, who once worked in an advertising media company in Beijing, told the reporter of Legal Evening News that her media company at that time had made a health column. The operation of health-preserving programs is very simple. First, the company leaders or editors contact the experts in the Chinese Medicine Museum or Chinese Medicine Hospital and hire them to record the programs. The column directors write scripts to formulate the theme of each issue, and the experts explain and record (some with the cooperation of the host) and pay the fees on the spot. After the recording is completed, it can be sold to TV stations at all levels for broadcasting.
Because these companies are not large in scale and have limited funds, they need to rent a studio like the spot if they want to shoot health programs, which is expensive. Therefore, the program is very fast from preparation to shooting. The scripts used in expert interviews are generally completed by the company’s program director. The director often draws lessons from some similar health programs, and then compiles books according to some materials. Sometimes he meets experts and sometimes he uses them directly. This kind of program script can usually be completed in one day, and sometimes even two books can be written in one day.
Ms. Wang revealed that some Chinese medicine health programs really employ real experts and doctors, and if they shoot advertisements, it is difficult to guarantee the identity of the "experts" invited. Ms. Wang’s company also shoots some pharmaceutical advertisements, mainly including sexual health care drugs, slimming products and other health care products. In such advertisements, most of the so-called experts and successful dieters invited by the company are extras from everywhere. At that time, the cost of shooting a day was about 2000 yuan. And the script of the advertisement is completed faster.
Ms. Wang said that sometimes companies are keen to find some foreign actors to play experts, one is to look professional (claiming to be a doctor of medicine in developed countries), and the other is not easy to be exposed. After the production of these advertisements is completed, most of them are found by the merchants themselves, and larger companies will also be responsible for contacting the delivery platforms, mainly TV stations at all levels.
Packaging "experts" must first look at the image and temperament, and they can broadcast it without exaggeration.
Yesterday afternoon, the reporter of Legal Evening News called a media company as a health care product manufacturer. A person in charge said that the company had been established for 19 years and had cooperative relations with many TV stations. "However, health care products have been strictly checked recently, and CCTV, Hunan and Jiangsu Satellite TV have to approve advertisements, while some remote satellite TV do not."
The reporter sent him a picture of Liu Hongbin appearing on Gansu Satellite TV. The other party called it a "feature film", which can be broadcast during the purchase period of TV stations. The average price is 5,000-8,000 yuan per minute, such as 5,000 yuan/minute for Xizang Satellite TV and 6,500 yuan/minute for Guizhou Satellite TV. The broadcast period is generally 10: 30 in the morning and around 13: 30 in the afternoon, and it is broadcast for more than 7 consecutive times.
If you want to impress people, it is suggested to go to the "interview" program. "To tell the truth, what you need is just a material, and the important thing is to help you sell your products." To package an "expert", we must first look at the image and temperament, and then match it with a proper "title" and "resume" so that others can believe it.
The person in charge told the French evening reporter that at present, they are only responsible for helping enterprises to put advertisements on TV stations, and they do not take the filming work, as long as the client’s films are not exaggerated, they can be broadcast.
Subsequently, the media company introduced a film and television production company to the reporter. The person in charge of the film and television production company told the reporter that the company can undertake the recording of broadcast-level programs, such as feature films of talk shows, which need about 37,000 in 10 minutes (including 3 seats, post-production and 30 seconds of special effects, dubbing, etc.). In addition, they can also find suitable "experts" according to customer needs. "Experts" should have a sense of lens and be able to tell things. Prices range from 1000 to 5000.
(The original title is "Media company packaging Liu Hongbin-style experts go to satellite TV, and the script is written by the director for half a day")
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