Source: Photo.com
On April 12, the Xihu District Branch of the Hangzhou Municipal Public Security Bureau issued a police report, saying that the video of "picking up the homework book of primary school student Qin Lang in Paris" was fabricated, and the public security organs had punished the blogger in accordance with the law
"Thurman Cat Cup"and other relevant personnel shall be given administrative punishments.
According to Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, once false information appears, the initiator behind it is not only the account, but the relevant contracted MCN agency. The relevant laws also have specific provisions on this, which require the platform to also strengthen the management of MCN, such as the publication of false information on MCN, or the use of matrix to spread false information, etc., once there is a violation of laws and regulations, the platform must remove the MCN, and carry out certain restrictions on this and other related measures.
According to the enterprise big data enterprise Chamao, the MCN agency involved is Shantou Daogu Yujia Culture Media Co., Ltd., which was established in August 2023 and is an enterprise mainly engaged in the culture and art industry.
The controlling shareholder of the company is Shantou Yujia Culture Media Co., Ltd., with a shareholding ratio of 50%.
"Big Internet celebrities are basically set up by MCN agencies, equipped with screenwriters, and a lot of video content is also a script that is planned through planning, and it is very common to make up jokes. Some industry insiders said that the made-up jokes need to be labeled accordingly when they are released, but "Cat Cup" and its MCN agency have never admitted that the story is fictional, so it has caused a huge impact.
"The 'Thurman Cup' has been permanently banned, and the impact of this punishment on the entire industry is far-reaching. Zhan Junhao, a public relations partner at Fuzhou Gongsun Ce, believes that the punishment emphasizes that self-media practitioners should abide by laws, regulations and ethics, and cannot violate the principles of authenticity and objectivity for the sake of traffic and attention. Secondly, it also reminds self-media platforms and MCN institutions to strengthen the review and management of content, ensure that the information released is true, legal and healthy, and jointly maintain the good order of cyberspace.
MCN is the key in the short video industry chain
The MCN model originates from the mature foreign Internet celebrity economic operation, and its essence is a multi-channel network product form, which unites PGC (professional content production) content, and ensures the continuous output of content with the strong support of capital, so as to finally achieve stable business realization. MCN is an emerging business entity in the mainland, which is a business organization spawned by the structural change of the overall network in the mainland, and an organization with content production capabilities, celebrity incubation capabilities, traffic acquisition and monetization capabilities.
From the perspective of the short video industry chain, the industry mainly includes upstream content producers, midstream content distributors and downstream user terminals. Among them, content producers are mainly divided into three categories: PGC (professionally produced content), PUGC (Internet celebrity/celebrity generated content) and UGC (user-generated content). Content distributors include short video platforms, news and information platforms, social platforms, and traditional video platforms. Between content producers and content distributors, MCN institutions play an important role as "intermediaries" in reality. In recent years, with the rapid development of short videos, it has also led to the rapid expansion of MCN institutions.
MCN institutions are mostly distributed in first-tier/new first-tier cities, with Beijing being the most
In recent years, MCN institutions have blossomed all over China. The data shows that in 2021, most of China's MCN institutions are distributed in first-tier/new first-tier cities. Among them, Beijing accounted for the largest proportion at 22.3%, followed by Guangdong and Shanghai with 19.0% and 10.5% respectively. On the whole, except for Beijing, which has the characteristics of the capital, most of the MCN enterprises are distributed in the eastern coastal areas of the mainland, and most of them are concentrated in the economically developed provinces and cities.
Note: The above data comes from Crowley's 2022 MCN Institutional Survival Survey, the research period is from January to March 2022, and the total sample size is N=600.
Advertising and marketing monetization methods have the highest penetration rate
Among the commercial monetization methods of MCNs in China, advertising and marketing, platform subsidies and content e-commerce are the main sources of monetization for MCNs, with more than 80% of institutions choosing advertising and marketing, and nearly 50% of institutions choosing platform subsidies.
Wei Feng, a senior partner at Shanghai Dehe Hantong Law Firm, said that due to the rapid development of the Internet celebrity economy, domestic MCN institutions are mixed, and if one-size-fits-all management is carried out, it is easy to cause management chaos. Wei Feng suggested that the hierarchical management of different MCN institutions is a progressive attempt and "more conducive to key supervision".
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