Recently, a video has sparked outrage in China. The content of the video shows some fans of a talent show pouring out milk in order to collect the milk caps which feature the program’s sponser. Dr. Zhao Yupei, professor of CMIC, was invited by CGTN to comment on the incident. The aim of the interview was to discuss some inappropriate means of cooperation between TV programs and to reiterate responsibilities of program producing companies in building the right approach for fan communities.

Dr. Zhao suggests not to rush to conclusions about the fans simply by their actions. Instead, we should see how this incident reflects unreasonable program regulation, vicious competition, and marketing gimmicks. Businesses and competitions that take excessive advantage of the fan community must be rectified first. In addition, as more teenagers join into the fan community, production companies, social media platforms, sponsors, and parties of vested interest should take on responsibility to steer a positive direction for them instead of allowing capitalism to lead the way.

About Dr. Zhao Yupei

Dr. Zhao Yupei is a researcher of the “Hundred Talents Program” and one of the doctoral advisors of the CMIC. She is also a contributing commentator for CGTN and People's Daily. Dr. Zhao’s research focuses on digital culture and politics and new media communications from the perspective of global communication.