Broadcasting and Television Requires Strengthening Management of Live Streaming of E-commerce and Others
Reported on November 25 On November 23, the State Administration of Radio, Film and Television released the "Notice of the State Administration of Radio and Television on Strengthening the Management of Online Show Live and E-commerce Live Broadcasting" 2020] No. 78) 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
notice requires that online show live platforms must implement real-name management for online anchors and "rewarding" users; online show live platforms and e-commerce live broadcast platforms must take effective measures not to provide unscrupulous artists with public appearances and voice opportunities. Prevent and curb the spreading of bad habits such as showing off wealth and worshiping money and vulgar kitsch in the live broadcast field, impacting the core values of socialism and polluting the online audio-visual ecology; the online show live platform should implement label classification management on the program content and corresponding anchors in the live broadcast room, and press "Music "Dance", "Fitness", "Games", "Tourism", "Food", and "Life Services" shall be classified and labeled; for live broadcast rooms and anchors that have repeatedly encountered problems, stop recommendation, limit time length, sort bottom, and deadline for rectification And other treatment measures. If the problem is serious and does not change 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 restart the broadcast after changing the platform; the platform should respond to users every time, every day, every time. The maximum monthly reward amount is limited; the platform should set a delay for the "reward" to the billing period. If the anchor violates the law, the platform should return the "reward" to the user.
The following is the original text of the "Notice":
Notice of the State Administration of Radio and Television on Strengthening the Management of Online Show Live and E-commerce Live Broadcasting
Broadcasting and Television Fa [2020] No. 78
Broadcasting and Television Bureau of all provinces, autonomous regions, and municipalities directly under the Central Government, Xinjiang Production and Construction Corps, Culture and Sports Bureau of Radio, Film and Tourism:
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 online 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 broadcast live programs with positive values such as the pursuit of labor creation, the display of beneficial talents, and the taste of healthy life based on audience characteristics and age stratification. 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 broadcast or e-commerce live broadcast platform should effectively implement the main responsibility, focus on improving the management system, responsibility system, content security system and personnel equipment of the network live broadcast business, and actively participate in the development 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 must 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 reviewers of relevant platforms and the number of online live broadcast rooms is notIf it is less than 1:50, it is necessary to increase the training of auditors, and the auditors who have passed the training will be registered in the “auditor information management system”. 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 classification management of the program content and corresponding anchors in the live broadcast 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 a business rating file for the live room and the anchor, refine the program quality rating and 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.
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 for merchants and individuals that open live broadcasts with goods, and keep complete review and certification records, and must not 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 integrity of the 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.
The radio and television authorities at all levels are requested to organize the registration and filing of platforms that carry out live show and e-commerce live broadcast services within their jurisdictions, and conduct comprehensive analysis, analysis and judgment on the existing show live broadcast and e-commerce live broadcast services in accordance with the requirements of this notice. Clean up and rectify the live content that does not meet the requirements in the preliminary screening; supervise the relevant platforms to establish the classification and classification management and review system of live content as required, and improve the management mechanism of the structure reporting and reward control of the number of live broadcast rooms, anchors and auditors; For platforms that do not meet the conditions and capabilities for launching live broadcast services as a whole, relevant departments shall be notified to organize joint closure of their live broadcast services. This special work will be carried out intensively from now until the end of the year. The registration and verification status and the effectiveness of standardized governance will be summarized and reported before November 30, and important situations will be reported at any time. Contact person of
: Zheng Wen Chang Pengmiao
hereby notified.
(Editor in charge: Li Si_NBJ11322)
