On April 21, the 2022 Douyin Live Broadcasting Industry Ecological Conference was held in Beijing. At the event site, the China Federation of Network Social Organizations, the China Online Audio-visual Program Service Association and the China Performance Industry Association jointly launched the industry self-discipline convention together with Douyin Live. It proposes that platforms should protect minors, implement anchor grading, and standardize institutional management.
The association said that it hopes that more participants in the construction of the live broadcast ecosystem will join in and work together to build a clear and upward industry development environment.
In addition, more than a thousand guilds, such as Worry-free Media and Lianmeng Media, signed the self-discipline initiative of the association, promising to strengthen the management of anchors and adhere to compliance management. With the theme of "Standardization, Health, Sustainability", representatives of industry associations, platforms, guilds and other parties attended the conference to discuss how to promote the healthy development of the live broadcasting industry.
Platform governance should be of high standard Ecological construction requires multi-party participation
As a platform for the industry to launch a self-discipline convention, Vincent, head of douyin live broadcasting ecological service, introduced some of its initiatives in the development of norms in his speech.
Vincent said that douyin live broadcasting strictly prohibits the consumption of minors. In this regard, the platform has established a mechanism for pre-prevention and in-process interception. Beforehand, Douyin provides a teen protection mode. When the user opens the Douyin App for the first time every day, the system will prompt the pop-up window. After the teen mode is turned on, underage users will not be able to start broadcasting, watching broadcasts, and even wheat, nor will they be able to recharge, tip consumption and withdraw cash. During the live broadcast, if the system detects that a tipping account is suspected of being a minor, it will conduct real-name and face verification, and after confirmation, the relevant consumption will be blocked. In addition, Douyin Live also sets up a reward return mechanism for minors and opens up a special customer service line for minors. If the platform verifies that it is a minor consumption, it will be refunded within 24 hours.
Since its inception, Douyin Live has always advocated the concept of "living within your means and consuming rationally". In April this year, Douyin Live launched a high-consumption reminder function. When a user spends more than the set quota in a single day, a pop-up window reminder will be generated in the live broadcast room. This is a live broadcast platform that launches consumer reminders in China.
In recent years, the live broadcasting industry has developed rapidly. Wei Dangjun, former director of the Department of Network Audio-visual Program Management of the State Administration of Radio, Film and Television and vice president of the China Online Audio-visual Program Service Association, said in his speech that online live broadcasting is a new member of many business categories of online audio-visual program services, and its emergence has brought new vitality to the development of the online audio-visual industry. At the same time, he also pointed out that the development of the industry should resolutely resist undesirable tendencies such as "traffic first" and "money worship".
In this regard, Vincent also stressed that the platform should always adhere to high standards and strict requirements of governance, and resolutely crack down on all kinds of violations of laws and regulations and content. In the past year, Douyin Live has continued to strengthen black production crackdown and content governance, and strictly regulate PK scenes. He introduced that this year, Douyin launched a special action to crack down on the "black industry chain of live broadcast fraud", clearly prohibiting seven types of violations such as "vulgar pornographic information services", "fraudulent behavior", "gambling-related behavior", "data fraud", "consumption by minors and inducing consumption of minors", "emotional deception", "MCN/guild and other institutions to carry out fraud". As of March, the special project had banned a total of 5,771 illegal anchor anchors.
Daniel Zhang, deputy secretary-general of the China Federation of Network Social Organizations, said that the release of the self-discipline convention by Douyin is a beneficial measure for the platform to actively implement its responsibilities and is conducive to forming a consensus on standardized development in the industry. "We hope that more participants in the construction of the live broadcasting ecosystem will join in and work together to build a clear and upward industry development environment." He said in his speech.
(The picture shows the release ceremony of the industry self-regulatory initiative)
Thousands of associations signed a self-regulatory initiative to commit to compliance
The development of the industry not only requires the platform to strengthen governance, but also the joint efforts of guilds and anchors.
On the same day, representatives of eight guilds, including Lianmeng Media and Zhiyin Association, also jointly issued a self-discipline proposal of the guild at the event site, promising to do a good job in anchor management and adhere to compliance management. More than 1,000 guilds signed the proposal.
Lei Binyi, founder and CEO of Worry-free Media, said that as a member of the industry, the guild is also constantly clarifying its positioning. He believes that the guild is the hub between the platform and the anchor, a service provider, a regulator, a high-quality content provider and a participant in the benign development of the industry. He said that the guild will establish an anchor content training and incubation system to increase the production of high-quality content.
In recent years, audiences have also become more interested in quality content. Vincent also mentioned in his speech that traditional cultural content has attracted widespread attention in the live broadcast of Douyin. The data shows that in 2020, the number of traditional cultural anchors on Douyin increased by 124% year-on-year, and the growth rate of live broadcast views was 129%. Among them, the average growth rate of the average number of views per live broadcast of ethnic musical instruments is 2.5 times that of other content.
Pan Yan, secretary general of the China Performance Industry Association, said that since the epidemic, many people have transferred offline performances to platforms such as Douyin Live. "This change has not only greatly promoted the inheritance and development of excellent traditional cultures such as opera and opera, but also helped more stage arts and classic performances to enter thousands of households, and more importantly, provided them with a new performance stage, and even solved the problem of livelihood." She mentioned in her speech, "From mid-February to the end of March this year, about 9,000 performances were cancelled or postponed during the national epidemic. ”
At the same time, Pan Yan also pointed out that due to the rapid rise and prosperity of live broadcasting, the industry is still facing many problems. Previously, the China Performing Arts Association and 14 platform members including Douyin jointly initiated the "Convention on Self-Discipline in Building a Clear Network Culture Ecology" and formulated the "Measures for the Management of Warning and Comeback of Network Anchors". Up to now, the China Performing Arts Association has successively released nine batches of a total of 446 network anchor warning lists. In addition, the China Performing Arts Association cooperated with Douyin to jointly promote the training of guild agents. At present, the first batch of trainers exceeds 600.
In addition to guild self-discipline and regulatory efforts, live streaming platforms are also strengthening the management of guilds. According to reports, Douyin has established a credit grading system to manage the guild hierarchically. In the future, Douyin will work with industry associations to jointly establish an industry blacklist system. (Liu Yue)
Source: Guangming Network