On November 4th, the "Regulations on the Administration of Internet Live Broadcasting Services" issued by the National Internet Information Office will be implemented today.
This is undoubtedly a big event in the live broadcast industry. In this new live broadcast regulation, the clearing of the atmosphere has become a key word: in the past, the Netcom Office has not only put forward certain requirements for the live broadcast industry, but also provided a quantitative standard, which greatly improved the operability.
The originally rather disorderly live broadcast market will usher in a new beginning. According to the rules in this new regulation, we have focused on the six key issues in order to readers.
Question 1: What kind of platform can be broadcast live? In terms of platform qualifications, the new regulations have highlighted two qualifications, one is “Internet News Information Service Qualification†and audiovisual qualifications:
To be a live broadcast platform for news broadcasts, you need to obtain Internet news information service qualifications. Internet live broadcasters who conduct Internet news information services shall obtain Internet news information service qualifications according to law and provide services within the scope of the license.
If Internet live broadcast services are provided through network performances, online audiovisual programs, etc., relevant qualifications as required by laws and regulations shall also be obtained in accordance with the law. The matching provision with this item is that in September this year, the SARFT requested that the live broadcast platform be required to hold the “Information Network Broadcasting Audiovisual Program Licenseâ€. The application unit must meet the conditions of “sole state-owned or state-owned holding unit†and registration. The capital should be more than 10 million yuan. At present, the platform for obtaining this certificate in the industry is only a few of YY, Huya, a live broadcast, battle flag, and Yingke.
It can be seen that the regulations of the Internet Information Office and the previous regulations of the State Administration of Radio, Film and Television echoed each other, thus making a strict qualification for the live broadcast of the news, online performances, and online audio-visual programs.
Question 2: How do the live broadcast platform get the qualifications?In fact, it is not easy to get the above two qualifications. Among them, the newly added "Internet news information service qualification" is the top priority of the new regulations. According to the "Regulations on the Administration of Internet News Information Services" issued by the "Information Office of the State Council", there are three types of units that have this qualification:
The news unit shall set up an Internet news information service unit that exceeds the news information published by the unit, provides the electronic bulletin service for the current affairs, and sends the news communication information to the public;
An Internet news information service unit established by a non-news unit to reproduce news information, provide an electronic bulletin service for current affairs, and send news and communication information to the public;
An Internet news information service unit set up by the news unit to publish the news information broadcasted by the unit.
Regardless of the type, "there are more than 5 full-time news editors who have been working in journalism for more than three years."
According to Tencent Technology, there is currently no one in the domestic mainstream live broadcast platform that has this qualification. If the scope is extended to the entire video field, only a few of Tencent Video and Iqiyi are available.
In addition, the "Internet News Information Service Management Regulations" also clearly stipulates that no organization may establish a Sino-foreign joint venture, Sino-foreign cooperative operation and foreign-funded Internet news information service units; Internet news information service units and domestic and foreign Sino-foreign joint ventures, Chinese-foreign cooperative ventures and foreign-funded enterprises that engage in Internet news information service business cooperation shall report to the State Council Information Office for safety assessment.
If the live broadcast platform involves foreign capital in the capital, it will be more troublesome in applying for qualifications. It can only choose to make joint ventures with Internet news information service units and try to pass the security assessment of the State Council Information Office.
For another qualification “Network Audiovisual Licenseâ€, the current live broadcast platform is basically difficult to pass because the application unit must be a state-owned or state-owned holding unit. At present, the most common method is to obtain the certification purpose by acquiring the shell company with the license. In the past, when the policy was loose, some small private companies did get the license, but the cost of the acquisition was rising. Enterprises often had to pay tens of millions of dollars to get what they wanted.
Question 3: All live broadcast platforms must be “first reviewed and then sent�In this new regulation, the "pre-trial and post-issue" regulations have aroused a lot of attention: for the content of the live-action that emphasizes immediacy, the certain lag caused by the first trial will inevitably bring about a greater impact.
However, it should be noted that the new regulations do not require all platforms to be reviewed first, and the live broadcasts that must be reviewed first are only news live broadcasts.
According to the regulations, the live broadcast of the news not only requires it to have the qualification of Internet news information services, but also requires it to set up an editor-in-chief, clearly mark the source, and, like the general news media, must "pre-review". This is equivalent to explicitly incorporating the live news into the management of the news media.
Other types of live broadcasts other than live broadcasts, the new rules indicate that a content review platform needs to be established, and classified management based on content categories and user sizes of Internet live broadcasts, and a live or content broadcast platform for graphics, video, audio, etc. Identification information; however, it is not required to be reviewed first.
Question 4: What are the scopes required for review in the new regulations?In addition to live streaming video content, interactive content has also been placed on the table. According to the regulations, Internet live broadcast service providers should strengthen the real-time management of live interactive links such as comments and barrage, and equip them with corresponding management personnel.
In addition, the new regulations further stated that “Internet live broadcast service providers should implement the main responsibilities, equip professionals who are appropriate to the scale of services, and improve the system of information review, information security management, duty inspection, emergency response, and technical support.â€
This shows that the new regulations require that the live broadcast platform must come up with more professionals to conduct live auditing of the content of the video stream to the content of the bullet-screen commentary.
However, since such staffing is difficult to quantify, it may not be easy for the relevant departments to check their implementation after the actual implementation.
Question 5: What are the obvious changes to the user side?Most intuitively, users are forced to require a real name.
According to the new regulations, "Internet live broadcast service providers should conduct real-time identity information authentication based on mobile phone numbers and other methods for Internet live broadcast users in accordance with the principle of 'back-end real name and front-end voluntary'. Certification registration for licenses, organization code certificates, etc."
The reason why the real name is forced is to enhance the deterrent effect on the punishment of violations through a set of norms.
According to the regulations, “Internet live broadcast service providers should establish an Internet live broadcast publisher credit rating management system to provide management and services linked to credit ratings.†At the same time, “Internet live broadcast service providers should establish a blacklist management system, Users of Internet live broadcast services that are blacklisted are prohibited from re-registering their accounts and report to the Internet Information Offices of the provinces, autonomous regions and municipalities directly under the Central Government in a timely manner."
This is likely to mean that the credit system of the live broadcast industry will soon be truly interoperable.
Question 6: Who is the most injured after the implementation of the new regulations?All platforms involved in live news. Due to the new qualifications, such platforms will undoubtedly be plagued by qualifications; in particular, some foreign-funded platforms have almost no solution on this issue. In addition, in the regulations of the editor-in-chief and the pre-trial review, the news broadcast platform should also make some adjustments, but the process becomes relatively cumbersome and the impact will not be too great.
Smaller live broadcast platform. In addition to the qualification requirements, for many smaller live broadcast platforms, having so many auditors is a huge manpower expense. As the regulation will be tightened after the new regulations, small platforms with large loopholes in the review will face greater policy risks.
Inferior anchor. After the real name, the living space of such anchors will be further squeezed. Of course, the reduction of the living space of such anchors brings about a more purified environment for the platform.
In short, the new regulations have been detailed from the live broadcast platform to the live broadcast users, and the corresponding detailed standards have been put forward in the specific content review. The previously vague “news broadcast†has also been accurately characterized. However, the specific punishment standards are not clearly defined in this new regulation.
On the other hand, the new regulations will bring a “tightening curse†to the live broadcast platform in all aspects, which will further benefit the large platform with resources and capital. The trend of the live broadcast industry focusing on the head will become more and more clear.
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