State Administration of Radio and Television
Original title: Notice of the State Administration of Radio and Television on Strengthening the Management of Online Show Live Broadcast and E-commerce Live Broadcasting Construction Corps Culture, Sports, Broadcasting, Television and Tourism Bureau:
In recent years, a large number of online show live broadcasts and e-commerce live broadcasts have emerged, which have become a very active phenomenon in the Internet economy and an issue that needs attention in the construction and management of network audiovisual programs. In order to strengthen the guidance and norms of online show live broadcasts and e-commerce live broadcasts, strengthen guidance and value guidance, create a healthy industry ecology, and prevent the spread of vulgar, vulgar, kitsch and other bad habits, the relevant requirements are hereby notified as follows:
1. Online show Live broadcast platforms and e-commerce live broadcast platforms must adhere to the right direction of giving priority to social benefits, actively spread positive energy, show truth, goodness, and beauty, and strive to create a healthy spiritual interest and promote a clear and clear online audio-visual space. It is necessary to actively research and promote the innovation of the content and form of online audio-visual program live broadcast services, and according to the characteristics of the audience and age stratification, broadcast live broadcast programs with positive values such as the pursuit of labor creation, the display of beneficial talents and the taste of healthy life. Value-oriented to create premium live room sections or clusters, so that tasteful, meaningful, interesting, and warm live broadcasts can occupy a good position and get good traffic. It is necessary to take effective measures not to provide unlawful and unethical artists with public appearances and voice opportunities, and to prevent the spread of bad habits such as showing off their wealth and worshiping money and vulgar kitsch in the live broadcast field, impacting the core socialist values and polluting the online audio-visual ecology.
2. The establishment of online show live broadcasts or e-commerce live broadcast platforms must earnestly implement the main responsibilities, focus on improving the management systems, responsibility systems, content security systems, and personnel equipment of the network live broadcast business, and actively participate in the construction of the style of work and industry self-discipline , To jointly promote the standardized, orderly and healthy development of online show live broadcasts and e-commerce live broadcasts. The above-mentioned platform shall register and record the information of the main body of establishment and business development in the "National Network Audiovisual Platform Information Management System" before November 30, 2020 (login address is http://115.182.216.157).
3. Platforms for online show live broadcasts or e-commerce live broadcasts should implement the principle of synchronization between management and construction, and accurately implement the requirements of matching platform management capabilities with the ability to run live broadcast rooms to a few people. At this stage, the overall ratio of the number of first-line auditors on relevant platforms to the number of online live broadcast rooms shall not be less than 1:50. The training of auditors shall be increased, and the auditors who have passed the training shall be included in the “auditor information management system” Register. Encourage competent platforms to adopt requirements that are better than the overall ratio to strengthen audit capacity building, and to adapt to changes in online public opinion to dynamically adjust and strengthen the monitoring and auditing power of live broadcast rooms and anchors. The platform shall report the number of live broadcast rooms, the number of anchors and the number of auditors to the provincial radio and television authorities every quarter. For celebrities in society and overseas personnel to open live broadcast rooms, the platform should report to the radio and television authorities in advance.
4. The online show live platform shall implement label and classification management of the program content and corresponding anchors in the live room, according to "music", "dance", "singing", "fitness", "games", "tourism", "food", "life services", etc Classification labeling. According to the characteristics of live show programs with different content, we will study and adopt targeted management measures to help the good and punish the bad. Each show room must be marked with the program category and room number on the live page. A host who changes the program category in the live broadcast room must be reviewed by the website, and cannot be changed without authorization.
5. The online show live platform must establish the business rating files of the live room and the host, refine the program quality rating and the violation rating level, and link the rating to the recommendation and promotion. To do a good job in the anchors, especially the head anchors, policies, laws, regulations and related knowledge training. For live broadcast rooms and anchors that have repeatedly encountered problems, measures should be taken to stop recommendation, limit the duration, sort the bottom, and rectify within a time limit. If the problem is serious in nature and has not been corrected after repeated instruction, the live broadcast room will be closed, the relevant anchor will be blacklisted and reported to the radio and television authority, and it is not allowed to change the "vest" or change the platform to start broadcasting again.
VI. Online Show Live PlatformReal-name management should be implemented for network anchors and "rewarding" users. Users who have not registered with the real-name system cannot give rewards, and minor users cannot give rewards. Measures such as real-name verification, face recognition, and manual review shall be adopted to ensure that the real-name system requirements are implemented and the reward function of underage users is blocked. The platform shall limit the user's maximum reward amount each time, daily and monthly. When the user’s daily or monthly cumulative "reward" reaches half of the limit, the platform should provide a consumption reminder. After confirmation by SMS verification and other methods, the next consumption can be carried out. The daily or monthly "reward" limit should be reached. Suspend the "reward" function of related users. The platform shall set a delay for the "reward" to the account period. If the anchor commits an illegal act, the platform shall return the "reward" to the user. The platform must not adopt operating strategies that encourage users to irrationally "reward". It is discovered that relevant anchors and their brokerage agents imply, entice or encourage users to "reward" large amounts by spreading vulgar content, organized hype, and hiring naval forces to brush gifts, or induce underage users to "reward" with false identity information ", the platform must deal with the anchor and its brokerage agent, put it on the watch list, and report to the radio and television authority in writing.
Seven. Online e-commerce live broadcast platforms must strictly follow the relevant regulations of online audio-visual program service management to carry out audio-visual content services, and shall not produce or broadcast audio-visual programs that are not related to commodity sales in violation of the scope of e-commerce. To organize e-commerce festivals, e-commerce days, promotion days and other theme e-commerce activities in the form of live broadcast rooms, live performances, live variety shows and other live programs, the activities shall be held 14 working days in advance in accordance with the relevant regulations on the management of online audiovisual program live broadcast services Information on guests, anchors, content, settings, etc. shall be reported to the competent radio and television authorities for the record. Encourage online e-commerce live broadcast platforms to help economic development, improvement of people's livelihood, poverty alleviation, industrial upgrading, and supply-demand connection by organizing theme e-commerce activities.
8. The online e-commerce live broadcast platform shall conduct relevant qualification review and real-name certification of merchants and individuals that open live broadcasts with goods, and keep complete review and certification records. It is not allowed to open live broadcasts for merchants or individuals without qualifications, real names, or impersonation registrations. Goods service. The platform must periodically review the authenticity of relevant information, and promptly correct any problems found. It is necessary to focus on management of the head live room, head host and account number, and high-traffic or high-transaction live delivery activities, and strengthen compliance inspections. It is necessary to explore the establishment of a real-time dynamic management mechanism of scientific classification and grading, set up rewards, punishments, and retreat measures, improve the ability to identify and combat data fraud, and play an active role in maintaining the honest market environment.
9. Platforms for online show live broadcasts and e-commerce live broadcasts should actively explore the use of new technologies such as big data and artificial intelligence to serve the encouraged and advocated live broadcasts, let algorithms support the push of high-quality audio-visual content, and achieve accurate warnings for illegal and bad content And timely blocking. For live broadcast rooms with high click volume, false high volume, large "reward" amounts, and business categories that are prone to problems, a key monitoring and review mechanism combining man and machine should be established to track program dynamics, analyze public opinions and reasons, and take timely measures , To prevent guiding deviations and problems.
(Editor in charge: Hu Mengyao_NK5655)
