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Network broadcast is a new type of highly interactive video
recreation
Today's live broadcasting platform has entered the 3.0 mobile video live broadcasting era of "go, watch, and broadcast", and more and more people are willing to participate in it, live and share their lives, and national live broadcasting has gradually become a trend.
[5]
Since 2000, with
Network age
Coming, live TV is gradually being
webcast
Replace, become synonymous with "live".
[3-4]
- Chinese name
- Live broadcast
- Foreign name
- live
- species
- Live broadcast and Broadcasting studio
- use
- Update information synchronously in real time
webcast
The platform has not been around for a long time and there is no official definition. From a narrow perspective, network broadcast is an emerging form of highly interactive video entertainment. This kind of live broadcast is usually broadcast by anchors through video recording tools on the Internet live broadcast platform, singing, playing games and other activities, while the audience can pass
scrolling
with
anchor
Interaction can also take place through virtual items
Send gifts
.
[5]
Traditional show live mainly refers to
PC terminal
Show live broadcast, that is, the more familiar live broadcast model with beautiful female anchors as the core, the main representative platforms are
YY
,
9158
Six rooms, etc., in this field under the new live broadcast pattern, content production by
UGC
Translate into
PUGC
More and more tend to
specialization
Vertical, user stickiness enhanced. In order to
Betta
,
Tiger teeth
Represented by, etc
e-sports
Game live streaming platform, due to its
audience
The event resources and popular anchors with large foundation, high user participation and difficult to replace have strong irreplaceability in the field of live broadcasting. The real announcement of entering the era of national live broadcasting is the opening of the field of mobile pan-life live broadcasting. A number of new live platforms such as Yingxiu and Huajiao sprang up under the huge market cake, and the live content from games and competitions to eating, sleeping and chatting seems to be as long as there is a
APP
Anyone can be."
online celebrity
".
[5]
With the improvement of marginal benefits brought by the continuous enrichment of network broadcast content and forms, people are increasingly accustomed to using live broadcast to chat with others, learn makeup, interact with stars and understand product information, etc. Live broadcast relies on intuitive video images to connect different people
wechat
,
microblog
Such as relying on text, picture-based communication system, people can more intuitively contact the real each other through live broadcast, is a new platform for network interpersonal communication, a new space.
[5]
From the portal to the forum community to Weibo and wechat, the text live broadcast continuously iterated, and then the picture social platform represented by in/nice opened the pure picture live broadcast boom, and then
Himalaya
Wait for the rise of audio live platforms, and finally
Network video
With the arrival of livestream platform, the expression forms of livestream are becoming more and more abundant. Online video livestream has changed the original media ecology, and its visibility, interactivity, real-time performance and immersion are becoming stronger and stronger.
[5]
The birth of the pan-life live broadcast platform weakens the importance of beauty and competition to anchors, and can show the core value of live broadcast: companionship and sharing, which has become a major trend in the field of network live broadcast.
[5]
Driven by the pan-life national network broadcast, people participate in live broadcast and interact with the audience in real time. In addition to chasing economic interests, people are more and more inclined to express themselves and get feedback in time through interaction, thus achieving an effective communication.
[5]
Network broadcast is more prominent in the dissemination of individual
individuality
To release the desire of public expression, people with full personality quickly become "opinion leaders" of different topics, and constantly set new "issues" with their followers, strengthening the communication pattern of "everyone is the media".
[5]
For the network broadcast platform, when the live broadcast behavior starts, the cloud will synchronously capture synchronous storage and synchronous transmission, the delay will not exceed 2 seconds, and the platform can not grasp what will happen in the next second. From the point of view of communication, text, pictures, videos can be processed, edited, reviewed and then made public, but live broadcast, it can allow users to connect with the scene in real time, with the most real and direct
User experience
.
[5]
To forge
Digital economy
To develop benchmark cities, we must rely on them
Internet
With digital technology, innovation drives
Real economy
Integration with the digital economy. As an important part of the digital economy, live broadcasting is the concrete manifestation of the integration of these two economies into the fast track. In order to build the core competitiveness of "live + industry", many first-tier cities and economically strong cities have vigorously supported the digital economy as an important new economic breakthrough.
[6]
Live broadcast
Electronic business
The core competitiveness is based on industrial advantages, genuine good goods and good services, Sixiang unlimited has cross-border anchor resources, network red belt goods can stimulate a certain curiosity of consumers, thereby bringing high traffic and merchandise turnover, and actively explore the live broadcast base and local small, medium and micro enterprises
Supply chain
,
Management chain
,
Production chain
,
Consumption chain
The integration of the value chain can achieve sustainable development of the live broadcast economy, enlarge the driving force of the live broadcast economy as an image display end, marketing breakthrough end, commodity trading end, data collection end, and capital financing end, and build a new paradigm of data-driven live broadcast economy. Activate the upstream and downstream industry chain of live streaming e-commerce, including live streaming e-commerce base, live streaming platform, MCN institutions, professional service institutions, and other market players.
[6]
As e-commerce accelerates its empowerment, yes
Peasant
For example, mobile phones have become the new farm tools, live streaming has become the new farm work, data has become the new farm resources,
blockchain
Become the "new certification" of agricultural products
[6]
Realize"
Live delivery
Healthy and orderly development, personnel training is the key. Based on the needs of enterprises, people and employment needs, Sixiang has created a model of "service industry development and service talent training". Through professional guidance and training, Sixiang has cultivated a professional e-commerce live broadcast team, formed a professional division of labor such as copywriting, planning, production, anchor and operation, and cultivated professional digital talents who can talk, understand the network, broadcast and sell. And continue to strengthen the live e-commerce platform and MCN institutions, professional colleges, training institutions, technology research and development institutions cooperation, continue to be relevant
Industrial chain
And the professional chain of "breaking the wall", live talent training to provide a platform to enrich employment forms.
[6]
As an important form of communication in a media-oriented society, the "live +" mode has become a typical feature of platform power, scene expansion and full participation, and the "live +" mode has also shown a new trend in the depth of media integration, platform innovation and expansion. In 2022, "Live +" will pay more attention to the interaction between media logic and social logic under the trend of media, ubiquity, industrialization and capitalization, and the form of live broadcasting will be more comprehensively embedded in social development.
[7]
formerly
Mainstream media
Innovative live broadcast,
Short video
With the help of commercial platforms, the mode of "content + platform + communication" is used to achieve the communication effect, but with the deepening of integration, building an independent and controllable platform has become the choice of many media. For example, Xinhua live cloud provides "live broadcast products" to the whole country, China Media Group launches central video, People's Net creates people's video client, central mainstream media enters the era of live broadcast with an independent and controllable live broadcast platform, occupies new positions, and builds an all-media communication system.
[7]
In 2022, live broadcasting will transform from the current media landscape to an information medium of tool attributes, or become a "pan-media". The "pan-media phenomenon" brought by live broadcasting cannot only focus on the driving role of technology, but also must examine the social interaction behind the technology. The social interaction brought about by live streaming will affect political, economic, cultural and social life. For users, live streaming blurs the boundaries between daily life and media life, creating new habits and norms. Users' social life and live streaming will gradually integrate and interact, and live streaming will become a medium carrier to connect data, connect products, connect users, and even connect everything, with the Internet of Things to become a platform for social connectivity.
[7]
In April 2021,
State Internet Information Office
,
Ministry of Public Security
,
Commerce Department
,
Ministry of Culture and Tourism
,
State Administration of Taxation
,
State Administration for Market Regulation
,
State Administration of Radio and Television
Seven departments jointly issued, the relevant person in charge of the State Internet Information Office on the "Network broadcast marketing Management Measures (Trial)" related issues
Answer the press
.
Q: Please brief us on the background of the adoption of the Measures.
A: Network
Live marketing
That's what it's usually called
Live delivery
, as an emerging
Business model
And the Internet format, in recent years, the momentum of rapid development, in promoting employment,
Expand domestic demand
, boost the economy,
Poverty alleviation
Other aspects played a positive role, but at the same time, there was a live broadcast
Marketing staff
Improper words and deeds, the use of minors to make profits, the main responsibility of the platform is not fully fulfilled,
False propaganda
and
Data fraud
,
Fake and inferior commodities
Problems such as frequency, difficulty in obtaining evidence for consumer rights protection,
Masses of the people
There is a strong reaction to this, and it is necessary to introduce corresponding measures in a timely manner
Institutional norm
.
The Measures serve as the implementation of the Cybersecurity Law, the E-commerce Law, and the
Advertising law
""
Anti-unfair competition law
""
Network information content ecological governance provisions
"And other important administrative
Normative document
, on the normative network
Market order
Safeguard the people
Legal rights and interests
It is of great practical significance to promote the healthy and orderly development of new business forms and create a clean cyberspace.
Second, Q: What is the thinking behind the formulation of the Measures?
A: The Measures adhere to the combination of current and long-term vision, and the combination of promoting development and standardized management
inheritance
And innovation
Sex aspect
Combined, fully consider the network live marketing
Development trend
In accordance with the comprehensive coverage and classified supervision, on the one hand, for the "people, goods and fields" in network live marketing, the "front and behind the scenes" various subjects,"
Online and offline
Various elements are included in the scope of supervision, and on the other hand, the respective rights and responsibilities of participating subjects such as live marketing platforms, live broadcast operators, live marketing personnel, and live marketing personnel service agencies are clearly detailed, and the main responsibilities of all parties are further compacting.
Third, Q: What clear requirements do the Measures put forward for live marketing platforms?
Answer: The "Measures" clearly show that the live marketing platform should establish and improve the account and live marketing function registration and cancellation, information
Safety management
, MARKETING
Code of conduct
, protection of minors,
Consumer protection
, individual
Information protection
Network and data security management mechanisms and measures.
The Measures emphasize that the platform should carry out safety assessments in accordance with law and regulations, perform filing procedures, and obtain relevant information
Administrative license
, with the maintenance of live content security
Technical capability
Formulating platform rules and conventions
Management ability
The platform is required to develop a negative catalogue of live marketing goods and services, authenticate and verify the real identity information of live broadcast operators and live marketing personnel, and strengthen network live broadcasting
Marketing information
Content management
Audit and real-time inspection of suspected violations of the law
High risk
Marketing behavior to take management measures, the provision of paid diversion services should be borne accordingly
Platform liability
Establish and improve the protection mechanism for minors, strengthen the management of the online and use of new technologies, new applications and new functions, and establish a hierarchical management system for the accounts of broadcast operators
Blacklist system
Establish and improve complaints and reporting mechanisms. In addition, the Measures also assist the platform to protect consumer rights and assist
Pay taxes according to law
The detailed requirements are put forward.
The Measures innovates in the main responsibility of the compacting platform: first, it puts forward prevention in advance and requires the platform to be correct
vermicelli
The key broadcast rooms with a large number of transactions and large transaction amounts shall arrange special personnel to conduct real-time inspections and extend live content
Storage time
And other preventive measures. The second is to pay attention to the warning in the matter and require the establishment of the platform
Risk identification
The model adopts pop-up prompts, prominent signs, functions and behaviors that are high risk and may affect the physical and mental health of minors
Flow restriction
And other regulatory measures. The third is to emphasize the punishment after the event, requiring the platform to block the live broadcast, close the account, and include in the illegal acts
Blacklist
Joint punishment and other measures.
Q: What clear requirements do the Measures put forward for direct broadcast operators and live broadcast marketers?
Answer: The "Measures" put forward that live marketing personnel and live broadcast operators are natural persons, they should be at least 16 years old, and require direct broadcast operators and live marketing personnel to comply
Laws and regulations
and
Public order and good customs
, truly, accurately and comprehensively publish the goods or
Service information
Clarify the 8 red lines of live marketing behavior, highlight the management of 5 key links in the live broadcast room, and put forward clear requirements for advertising compliance related to live marketing activities, live marketing venues, interactive content management, commodity service provider information verification, consumer rights protection responsibility, and the use of online virtual images.
The "Measures" also requires that direct broadcast operators, live marketing personnel and live marketing personnel service agencies to carry out business cooperation, should sign a written agreement with the live marketing personnel service agencies to clarify information security management, goods
Quality audit
Consumer rights and interests protection obligations and urge them to perform.
Q: What measures are proposed in the Measures to protect the legitimate rights and interests of consumers?
A: For
Public opinion
On the protection of consumer rights and interests, which is widely concerned, the Measures have been strengthened in many places. Live marketing platforms shall promptly deal with the public for violations of laws and regulations
Information content
Marketing behavior
Complaint and report
. Consumers use in-room links,
Two-dimensional code
In the event of a dispute, the relevant live marketing platform shall actively assist consumers in safeguarding their legitimate rights and interests and provide necessary evidence and other support. Direct broadcast operators and live broadcast marketing personnel shall fulfill their responsibilities and obligations to protect the rights and interests of consumers in accordance with the law and regulations, and shall not intentionally delay or refuse legitimate and reasonable requests made by consumers without justifiable reasons.
Q: In order to better carry out supervision and management, what responsibilities have the relevant departments been specified in the Measures?
A: The Measures propose that the seven departments of the state establish and improve the transfer of clues, information sharing,
Hold a conference or consultation
Study and judge,
Education and training
Etc.
Working mechanism
Strengthen against
Trade association
Chamber of Commerce guidance on serious violations of laws and regulations of live marketing
Market subject
Information sharing will be carried out on the list and joint punishment will be carried out in accordance with the law. At the same time, the Measures have improved civil and administrative relations
Criminal legal responsibility
Coherent systematic provisions. Those who violate these Measures and cause damage to others shall be liable according to law
Civil liability
; If the case constitutes a crime, it shall be done according to law
Pursue criminal responsibility
; It is
Not constitute a crime
If so, it shall be dealt with by the relevant competent departments such as network and information technology in accordance with their respective duties and in accordance with relevant laws and regulations.
[3]
In December 2007, the State Administration of Radio, Film and Television announced the"
Regulations on the administration of Internet audiovisual program services
"; In March 2010, also by the State Administration of Radio, Film and Television released the"
Internet Audiovisual Program Service Business Classification (trial)
"; In June 2016, CAC issued the"
Mobile Internet application information service management provisions
"; In September 2016, SARFT issued the"
Notice on Issues related to strengthening the management of Network Audio-visual Program Live Broadcast Services
". On November 4, the State Internet Information Office issued the"
Regulations on the administration of Internet live broadcast services
"
[1]
(hereinafter referred to as the "Provisions"). The relevant person in charge said that the introduction of the "regulations" aims to promote the healthy and orderly development of the Internet live broadcast industry, promote socialist core values, and maintain
National interest
and
Public interest
For the majority of Internet users, especially young people, to create a clean and healthy network space.
On April 13, 2016, Baidu,
Sina
,
Sohu
More than 20 live streaming platforms jointly released the"
Beijing Webcast industry self-discipline Convention
", promise that the network broadcast room must be marked with watermark; The content storage time is not less than 15 days for reference; All anchors must
Real-name authentication
; For anchors who broadcast content related to politics, guns, drugs, violence or pornography,
Serious circumstances
Be included in
Blacklist
; Censors conduct 24-hour real-time monitoring of live content on the platform.
[2]
On March 15, 2022, CCTV 315 party first pointed to live broadcasting operation, and live broadcasting companies Juxiang Mutual Entertainment Media Company and Yitai Media Company were exposed.
[4]
2023 4, Zhejiang Provincial government issued
Measures on Further Expanding Consumption and Promoting High-quality Development
It is clearly proposed to support the development of e-commerce live broadcasting, and support the development of new business forms and new models such as digital human virtual anchors and meta-universe new consumption scenarios. In 2022, Hangzhou issued the"
Some opinions on promoting the high-quality development of new e-commerce in Hangzhou
It is clearly proposed to "encourage the application of digital scenarios", "optimize the application system of science and technology", and encourage the development of innovative technologies such as artificial intelligence, big data, and digital twins. These layouts have laid a solid foundation for Hangzhou enterprises to land AI technology.
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