This is the first time that in the supervision of the live broadcasting industry that has lasted for nearly two years, a special opinion on the protection of minors has been put forward.
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Beijing News shell financial reporter Bai Jinlei Sun Wenxuan Editor Song Yuting Proofreader Liu Jun
On May 7, the Central Civilization Office, the Ministry of Culture and Tourism and other four departments jointly issued the Opinions on Regulating Online Live BroadcastIng Tips and Strengthening the Protection of Minors (hereinafter referred to as the "Opinions"). The "Opinions" put forward specific measures in seven aspects, such as "prohibiting minors from participating in live broadcast rewards", "strictly controlling minors from engaging in anchors", "optimizing and upgrading the 'youth model'", and "establishing a special service team", and requiring live broadcast platforms to improve ideological understanding, strengthen overall coordination, consolidate the main responsibility, and carry out supervision and inspection from the organizational leadership.
This is the first time that in the supervision of the live broadcasting industry that has lasted for nearly two years, a special opinion on the protection of minors has been put forward. Many provisions of the Opinions also inherit and carry forward the newly revised Law of the People's Republic of China on the Protection of Minors (hereinafter referred to as the New Uninsured Law).
Ying Zhongdi, executive director of China (Hangzhou) Live E-commerce Research Institute and associate professor of Zhejiang University of Media and Communications, told the Beijing News Shell Financial Reporter that the "Opinions" put forward more specific opinions and methods in "optimizing and upgrading the 'youth model'" and "establishing a special service team", etc. The measures are positive and hope to play a role. He suggested that in addition to management, we should also pay attention to the planning and creation of excellent works that can attract young people and increase investment.
Liao Xuhua, a senior analyst in the analysys cultural consumption industry, told Shell Financial Reporter that the proportion of minors in the mainstream game and entertainment live broadcasting is very low, but some emerging content, such as virtual anchors, the proportion of minors may be relatively high. Therefore, if only minors are restricted, the impact on the income of most live broadcasting platforms is still very small. Similar to the "uninsured" regulation of the game industry, it will affect individual categories, but it will not affect the revenue of the large market, but it will only increase the compliance cost and pressure of the platform.
Internet analyst Tang Xin told Shell Financial Reporter that the introduction of the "Opinions" represents the harm and seriousness of minors' participation in live broadcast rewards, and has received unprecedented attention. Compared with before, the "Opinions" clearly prohibited the live broadcast of minors from tipping, and also put forward many detailed management rules, such as limiting the number of times during peak hours (referring to more than two live broadcast rooms, mutual access, and match beatings). He suggested that if the implementation of the restrictions on minors' participation in live broadcasts and the control of tipping by various platforms is not good, it is not ruled out that more stringent measures will be introduced.
In fact, since 2016, with the gradual increase of the social influence of short videos and live broadcasts, the relevant departments of the Cyberspace Administration of China, the Ministry of Culture and Tourism, and the Ministry of Public Security have become more and more strict in their supervision. Supervision reached a small climax in June 2020, the eight departments of the state jointly issued the "Work Plan for Carrying Out Special Rectification and Standardized Management of the Online Live Broadcasting Industry", and the relevant departments began a series of research and governance work on the online live broadcasting industry; in November 2020, the State Administration of Radio and Television issued the "Notice on Strengthening the Management of Online Live Broadcasting and E-commerce Live Broadcasting", requiring online live broadcasting platforms to implement real-name management for network anchors and "tipping" users; in the same month, the Cyberspace Administration of China also issued the "Notice on Strengthening the Management of Online Live Broadcasting and E-commerce Live Broadcasting"; in the same month, the Cyberspace Administration of China also issued the "Notice on Strengthening the Management of Online Live Broadcasting and E-commerce Live Broadcasting"; in the same month, the Cyberspace Administration of China also issued the "Notice on Strengthening the Management of Online Live Broadcasting and E-commerce Live Broadcasting", requiring online live broadcasting platforms to implement real-name management for network anchors and "tipping" users; in the same month, the Cyberspace Administration of China also issued the "Notice on Strengthening the Management of Online Live Broadcasting and E-commerce Live Broadcasting"; in the same month, the In February 2021, seven departments, including the Cyberspace Administration of China and the National Office for Combating Pornography and Fighting Illegal Activities, jointly issued the Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting, urging platforms to implement hierarchical and categorical management of anchor accounts, prevent irrational and passionate rewards, and curb commercial marketing chaos; in the second half of 2021, the tax department has successively exposed zhu Chenhui (Sydney), Lin Shanshan, Huang Wei (Wei Ya) and other network anchors suspected of tax evasion.
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How should we protect the "young you"?
How to force the "teen mode" needs to be explored
"In recent years, so many minors have used their parents' mobile phones to tip anchors (cases), how much impact this has had on the family, and it is good to ban it completely." Zhu Zhu, co-founder of TIGER SNIFF MEDIA MCN and partner of the Undisputed Guild, told Shell Finance that her guild is mainly engaged in the business of live streaming with goods. A number of other live broadcast guilds, MCNs and platform practitioners interviewed expressed similar views to Shell Finance.
The second major point of the "Opinions" puts forward specific work measures in seven aspects, such as "prohibiting minors from participating in live broadcast rewards", "strictly controlling minors from engaging in anchors", "optimizing and upgrading the 'youth model'", "establishing a special service team", "standardizing the application of key functions", "strengthening peak hour management", and "strengthening network literacy education".
After years of development, the domestic live broadcasting industry has developed a number of categories such as entertainment shows, game e-sports, outdoor food, virtual secondary elements, etc., and has also formed an industrial chain from copyright, to live broadcast platforms, to guild (MCN) institutions, anchors and derivatives. So, specific to the work, how should platforms, guilds (MCN) institutions and anchors protect the "young you"?
"We are definitely subject to supervision, but (prohibiting minors from participating in live broadcast tipping) is not very easy to achieve in terms of means, because whether it is a game or live broadcast, it is largely impulsive consumption, and if users are forced to verify whether they are minors, the willingness to consume will weaken," a person with more than five years of management experience on the live broadcast platform told Shell Finance. He also added that for minors, their platform has always been refundable. However, if post-mortem supervision is adopted, many adults will pretend to be minors and demand the refund of the tip, and both sides have difficulties in presenting evidence.
Internet analyst Tang Xin also expressed a similar view, "The most critical of the 'teen model', the identification and real-time supervision of adolescent identity, should be strengthened through technical means in these two areas." Tang Xin said.
Sun Hongyan, director of the Institute of Children and Adolescents of the China Youth Research Center, said in a previous interview with Shell Finance that how to force minors to enter the "youth mode" and how to verify the identity of minors is very difficult. "The new "Uninsured Law" specifically proposes that 'the state establishes a unified electronic identity authentication system for minors' online games," although this piece is mainly aimed at online games, I think this is a good idea, which not only solves the problem caused by the continuous use of face recognition by enterprises, but also has a certain degree of compulsion." However, how to do it has not been clearly stated, and it needs to see the further actions of the relevant departments. Sun Hongyan said.
She suggested that in the "youth model", the country needs to have a unified standard, on this basis, different platforms should have different models. "This national standard can be '1', and on this basis, such as short videos, such as Kuaishou and Douyin, can play their specialties to formulate additional rules 'X'." She explained, "This is because the game industry has special elements of games, the live broadcast industry has special elements of live broadcasting, and different types of platforms have their own special needs." Therefore, the "youth model" should be a "1 + X" model, which is also conducive to exerting the subjective initiative of the enterprise and protecting minors more creatively.
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Is the revenue of the live streaming platform declining?
Limiting the number of consecutive wheat and canceling the tip list has the greatest impact
The "Opinions" focus on the consumption of minors, such as strictly prohibiting minors from participating in live broadcast tips, the platform should cancel the tip list within 1 month of the release of the "Opinions", and the number of "Lianmai PK" in the live broadcast room of a single account between 20:00 and 22:00 must not exceed 2 times, so how many underage users are there on the live broadcast platform? What impact will this have on the revenue of the live streaming platform?
"The provisions on this aspect (protection of minors) have been implemented for a long time, in fact, there are not many minors watching live broadcasts, and most of the entertainment show anchors (live broadcast rooms) will have a greater proportion of adult groups, so the impact is not large." Dai Zuwei, founder and CEO of Heyi Interactive Entertainment, told the Beijing News Shell Financial Reporter that his guild (MCN) institution has both live streaming business and entertainment show business.
In Dai Zuwei's view, the new regulations require that the number of 'Lianmai PK' between 20:00 and 22 hours during the live broadcast of a single account shall not exceed 2 times", which is very detailed and has a greater impact. "The atmosphere of PK is better, which can attract traffic, attract stays, and stimulate consumption in live broadcast rooms." Under this new regulation, there will be fewer PKs and fewer ways to play in the live broadcast room. However, the above-mentioned live broadcast platform manager said that after 22:00, Lianmai gradually entered the peak, so the impact was not the greatest.
"I think this "Opinion" has a greater impact on anchors who like to play PK and appearance, and the impact on the live broadcast of e-sports games is relatively small, and e-sports anchors generally have housing management and fan groups, and fans like the technology of anchors, or want to play games with anchors. [They] are not the same as those who want to have a follow-up development with female anchors and brush gifts. This "Opinion" is mainly aimed at the protection of minors, and relatively speaking, it has a greater impact on non-games. Liu Anci, director of operations at Kryptonian E-sports, said.
Different from practitioners who like to classify according to content categories (entertainment shows, game e-sports, virtual idols), Ying Zhongdi, associate professor of Zhejiang University of Media and Communications, believes that the impact of the "Opinions" should be distinguished according to the head platform and small and medium-sized platforms, "More revenue from the head platform comes from advertising and live streaming, and in the case of taking the initiative to adjust the platform rules in advance and diversified income, the impact should be small this time; but for some who completely rely on entertainment live broadcasting business, they have been relying on the list, For small and medium-sized platforms that make profits such as PK and wheat, this time may hit a larger blow. Ying Zhongdi said.
"The impact on minors alone is not large, but the restrictions on the list and PK in the Opinions this time directly affect the core mechanism of live broadcast operation, so the impact is still relatively large." Liao Xuhua, a senior analyst in the cultural consumption industry of Analysys, said. He concluded that the Opinions are quite strict, but believe that the industry can have a healthier and more sustainable future in the context of regulatory development. It is worth noting that in addition to live broadcasting and games, other content platforms are likely to face stricter regulations on the protection of minors in the future, and various industries need to improve their self-discipline in advance.
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