21st Century Business Herald reported on October 29 that webcast rewarding behavior will usher in the first industry standard.
On October 28, the 21st Century Business Herald reporter learned from the annual conference on the development of live e-commerce and short video that, under the guidance of the State Cyberspace Administration of China and the Ministry of Culture and Tourism, the China Performance Industry Association Network Performance (Live) Branch is participating in the formulation The "Regulations for the Classification and Classification of Anchor Accounts" and the "Regulations for the Management of Reward Behaviors in the Live Broadcast Industry" are expected to be released before the end of the year.
The 21st Century Business Herald has exclusively learned that the main goal of the introduction of the rules for the management of rewarding behavior in the live broadcast industry is to solve the current three major problems of passionate rewards, high-value rewards and minor rewards in live broadcasts. In the future, it will be through industry self-discipline. The method restricts and regulates the above three kinds of rewarding behaviors.
The 45th "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center shows that as of March 2020, the number of live webcast users in my country has reached 560 million, accounting for 62.0% of all Internet users. Among them, the live broadcast content with the largest number of users includes game live broadcast, sports live broadcast, reality show live broadcast and concert live broadcast. An important source of income in the
webcast industry is rewards from fans and other viewers. Live broadcast platform users use UnionPay, Alipay, WeChat and other online payment methods to recharge and purchase virtual currency on the platform, and then use the virtual currency to purchase virtual gifts with varying prices in the live broadcast room to present them to the host. The host and the platform agree on the signed contract agreement. The actual amount of rewards is divided proportionally.
With the rise of webcasting culture, rewarding anchors has become one of the main ways of interaction between netizens and anchors. Statistics show that in 2015, my country's live video broadcasting industry had only 7.7 million paying users, which increased to 36.1 million in 2019, with a compound annual growth rate of 47.2%, and the user payment rate also rose to 9.6%.
However, while the behavior of rewarding has brought huge benefits to platforms, anchors, and Internet celebrity economic institutions, it has also resulted in a series of problems due to the lack of regulations and constraints. There have also been some "9-year-old girls rewarding anchors. With such unfavorable phenomena as 100,000 beauties at home, “corruption of public funds for rewarding anchors”, more and more legal disputes have arisen around the act of rewarding live broadcasts.
webcast reward behavior will usher in the first industry standard. -Photographed by Gan Jun
Since the first half of this year, the National Cyberspace Administration and the National Office of Anti-Pornography and Illegal Activities have been launched in conjunction with the Supreme People’s Court, the Ministry of Industry and Information Technology, the Ministry of Public Security, the Ministry of Culture and Tourism, the State Administration of Market Supervision, and the State Administration of Radio, Film and Television. A half-year special rectification and standardized management action for the webcast industry.
During the rectification process, the regulatory authorities found that some live broadcast platforms allowed the anchors to dress exposed, speak vulgarly, and behave badly, attracting users to give high rewards through methods such as “sending benefits”, vulgar performances, and indecent actions, and even induced unintended behaviors. Adults make top-up rewards, and the reported cases involved remain high.
regulates leading enterprises and forms a elimination mechanism
21st Century Business Herald reporter learned that the first thing to be regulated in the "Regulations for the Management of Rewarding Behavior in the Live Broadcast Industry" is rewarding passion. Qu Tao, secretary-general of the Network Performance (Live Broadcast) Branch of the China Performance Industry Association, introduced that the so-called rewarding passion is continuous rewarding within a certain period of time. For such behavioral platforms, product strategies should be adjusted to set a cooling-off period for users. "For example, if your reward frequency and amount exceed the set threshold, the platform will prompt and suggest that users calm down."
In addition, high rewards in live webcasts will also be restricted. Qu Tao revealed that the above management rules will require platforms to limit the maximum amount of single rewards to avoid the emergence of "high-priced rewards". The
reporter noticed that on some live broadcast platforms, many popular anchors have a large number of fans, forming a specific fan group, and competing anchors often develop popularity PK through live broadcast connections. The amount of reward is regarded as the standard of the anchor’s appeal and popularity. Therefore, in this PK process, the anchor often shouts and stimulates in various waysNetizens "charge for themselves" with rewards. The introduction of this competition mechanism has become an important means to induce passionate rewards.
In addition, in some live broadcast rooms, fans who give gifts will be ranked. Fans who give high gifts will get extra attention and naming interaction from the host. Some netizens have made impulsive consumption driven by vanity and comparison psychology. And the act of rewarding large sums brought a bad value demonstration.
"The government will guide, the association will implement, and the platform will participate. We hope to form industry norms through such a form. Legally speaking, there is a service relationship between consumers and anchors, and norms are formed through industry self-discipline. This can greatly reduce social disputes.”
Qu Tao believes that when the leading companies in the industry are observing the same norms and self-discipline, they will naturally form an elimination mechanism, and companies that do not comply with the norms will Eliminated by the market.
reduces minors’ rewards through face recognition.
’s rewarding behavior in webcasts is another category that urgently needs attention and supervision. According to statistics, among the numerous webcast viewers in my country, minors between the ages of 11 and 16 account for one-tenth of the total number of viewers. Minors have the characteristics of poor self-discipline and high Internet addiction when watching live webcasts. In recent years, news about minors using tuition and living expenses to reward anchors and embezzling their parents’ fund accounts on the live broadcast platform has repeatedly occurred. There are even some anchors actively inducing minors to give rewards. Many disputes and controversies between parents and live broadcast platforms have been triggered.
21st Century Business Herald reporter learned that in the forthcoming live broadcast industry's tipping behavior management rules, the live broadcast platform will be required to screen minors' tipping behaviors through facial recognition and other technical means to stop them.
In May 2020, the Supreme People’s Court issued the “Guiding Opinions on Several Issues Concerning the Proper Trial of Civil Cases Involving the New Coronary Pneumonia Epidemic (2)”, which clearly stated that persons with limited civil capacity can participate in online paid games or online games without the consent of their guardians. The people’s court shall support if the guardian requests the network service provider to return the payment by means of "rewarding" on the live broadcast platform and other methods that are not suitable for their age and intelligence. The
reporter noticed that many live broadcast platforms currently have corresponding measures for the rewards of minors. Some people in the industry pointed out to reporters that when dealing with related disputes, it was often difficult to prove whether the rewarding behavior came from a minor. The minor’s online account was added to the guardian’s face recognition authentication before making large payments. The link will have a certain regulatory effect. However, the person also pointed out that in the specific implementation, there is still a vague area in how to define "payments that are not compatible with the age and intelligence of minors", and the detailed rules need to be discussed by the platform under the leadership of the industry association.
Non-e-commerce anchors will be classified and graded
In addition to the rules for the management of rewarding behavior in the live broadcast industry, the China Performance Industry Association Network Performance (Live) Branch will also formulate the classification and classification management of anchor accounts, mainly involving non-e-commerce network anchors.
"We are now divided into several categories, entertainment, outdoor, education, sports, government affairs, etc., and there are small sub-categories." Qu Tao said, "The purpose of the classification is to gradually guide the anchor to the transformation of high-value content. From the perspective of government supervision, it is also advocating to carry out more rich and valuable live broadcast activities in addition to pan-entertainment, such as tourism, culture, tradition, art, etc."
Qu Tao also said that in classifying anchors After that, the anchor will be graded. Specifically, it is to divide the accounts of anchors into several levels. Excellent anchors should be given a tilt of various resources such as traffic. For anchors who are continuously degraded, they should be restricted to flow and restrict rewards, and then they are listed in the industry. In the greylist and blacklist.
(Original title: The code of conduct for webcasting rewards is about to be introduced, limiting high rewards and setting a cooling-off period for passionate rewards)
(responsible editor: Feng Xiaoyu_NBJS12019)
-
-
-
-
-
-
-
-
-
-