Radio and television require to strengthen the management of live broadcasting such as e-commerce
Netease Entertainment reported on November 25. On November 23, the official website of the State Administration of radio, film and television (SARFT  No. 78) issued the notice of the State Administration of radio and television on strengthening the management of live network show and e-commerce live broadcast (GTF  No. 78), in order to strengthen the guidance and standard of online show live and e-commerce live broadcast, strengthen the guidance and value guidance, create a healthy ecology of the industry, and prevent and curb vulgar, vulgar and vulgar The atmosphere is growing and spreading.
According to the notice, the live broadcast platform of online show should implement real name management for network anchor and reward users; the live broadcast platform and e-commerce live platform should take effective measures to prevent illegal and immoral artists from appearing in public, prevent and curb the spread of such unhealthy tendencies as flaunting wealth and worshipping money, vulgar and kitsch in the live broadcasting field, and impact on the socialist core values For the live broadcast platform of online show, the program content and the corresponding anchor should be classified and managed according to music, dance, fitness, game, tourism, food and life service. For the live room and anchor with many problems, it is necessary to stop recommending, limit the duration, settle the order and limit the deadline Rectification and other treatment measures. If the problem is serious and can not be corrected after repeated education, the live broadcasting room shall be closed, the relevant anchor shall be blacklisted and reported to the competent radio and Television Department. It is not allowed to change the vest or start broadcasting again after changing the platform; the platform shall limit the maximum reward amount of users each time, daily and monthly; the platform shall set the reward delay to the account period, in case of illegal behavior of the anchor, The platform should return reward to users.
The following is the original text of the notice:
Notice of the State Administration of radio and television on strengthening the management of live broadcast of network show and live broadcast of e-commerce
GTF  No.78
To the radio and television bureaus of all provinces, autonomous regions and municipalities directly under the central government, and to the cultural, sports, radio, television and Tourism Bureau of Xinjiang production and Construction Corps:
In recent years, a large number of live TV shows and live TV programs have emerged in the Internet, which has become a serious problem in the construction of Internet TV programs. In order to strengthen the guidance and specification of live broadcast of online show and e-commerce, strengthen the guidance and value guidance, create a healthy ecological environment of the industry, and prevent and curb the breeding and spread of vulgar and vulgar and other unhealthy trends, the relevant requirements are hereby notified as follows:
1u3001 The live broadcast platform of online show and e-commerce should adhere to the correct direction of giving priority to social benefits, actively spread positive energy, show the true, the good and the beautiful, focus on shaping healthy spiritual taste, and promote the clean and bright network audio-visual space. It is necessary to actively study and promote the innovation of service content and form of online audio-visual programs. According to the characteristics of the audience and age stratification, it is necessary to broadcast and recommend live programs with positive values such as pursuing labor creation, displaying beneficial talents and healthy life interests. Value oriented to create a high-quality live room section or cluster, so that tasteful, meaningful, interesting and warm live programs occupy a good position and get good traffic. We should take effective measures to prevent illegal and immoral artists from appearing in public, prevent and curb the spread of such unhealthy tendencies as flaunting wealth and worshipping money and vulgar kitsch in the live broadcasting field, impact on the socialist core values and pollute the network audio-visual ecology.
2u3001 To set up a platform for online show live broadcast or e-commerce live broadcast, we should earnestly implement the main responsibility, strive to improve the management system, responsibility system, content security system and human resources and material equipment of network live broadcast business, actively participate in the construction of professional style and self-discipline of the industry, and jointly promote the standardized, orderly and healthy development of online show live and e-commerce live broadcast. Before November 30, 2020, the above platform shall register the main information and business development of the platform in the national network audio-visual platform information management system (login address is http://22.214.171.124 uff09u3002
3u3001 The principle of synchronous management and construction should be implemented for the platform of online show live broadcast or e-commerce live broadcast, and the requirement of matching platform management force with the operation capacity of live broadcasting room should be accurately implemented to a few people. At this stage, the overall ratio of the number of front-line auditors on relevant platforms to the number of online live broadcasting rooms shall not be less than 1:50. It is necessary to strengthen the training of auditors and register the trained auditors in the auditor information management system. Encourage capable platforms to adopt requirements superior to the overall ratio, strengthen audit capacity construction, adapt to the changes of online public opinion, and dynamically adjust and strengthen the supervision and audit power of live broadcast room and anchor. The platform shall report the number of live broadcasting rooms, anchors and auditors to the provincial radio and television authorities every quarter. The platform shall report to the competent department of radio and television in advance for the opening of live broadcasting room by social celebrities and overseas personnel.
4u3001 The live broadcast platform of online show should carry out label classification management for the program content and corresponding anchor in the live room according to the classification of music, dance, singing, fitness, game, tourism, food and life service. According to the characteristics of live shows with different contents, this paper studies and adopts targeted management measures to support and punish the poor. The live broadcasting room of each show must be marked with the program category and studio number on the live broadcast page. If the host changes the program category of the live room, it must be approved by the website. If it fails to pass the examination, it is not allowed to change it without authorization.
5u3001 The online show live platform should establish the business rating files of live room and anchor, refine the program quality score and illegal rating level, and link the score with recommendation and promotion. To do a good job in the anchor, especially the head anchor policy, laws and regulations and related knowledge training. For the live broadcast room and anchor who have problems for many times, we should take measures such as stopping recommendation, limiting the length of time, descending the order and rectifying within a time limit. If the problem is serious and does not change after repeated education, the live broadcasting room shall be closed, the relevant anchor shall be blacklisted and reported to the competent radio and Television Department. It is not allowed to change the vest or start broadcasting again after changing the platform.
7u3001 The live broadcast platform of online e-commerce shall carry out audio-visual content service in strict accordance with the relevant provisions of network audio-visual program service management, and shall not illegally produce and broadcast commentary programs unrelated to commodity sales beyond the scope of e-commerce. If theme e-commerce activities such as e-commerce day, e-commerce day and promotion day are held in the form of live broadcast room, live performance, live variety show and other live programs, the information of the event guests, presenters, content and equipment shall be reported to the competent radio and Television Department 14 working days in advance in accordance with the relevant provisions on the management of live broadcast service of online audio-visual programs. We will encourage the live online e-commerce platform to organize theme e-commerce activities to help economic development, improve peoples livelihood, overcome poverty, upgrade industries and connect supply and demand.
8u3001 The online e-commerce live broadcasting platform shall carry out relevant qualification examination and real name certification for merchants and individuals who set up live broadcast with goods, and keep the review and certification records completely. It is not allowed to open live delivery service for businesses or individuals without qualification, real name or false name registration. The platform shall regularly review the authenticity of relevant information, and timely correct problems found. It is necessary to focus on the management of the live broadcast room, the head anchor and account number, and the live delivery activities with high traffic or high transaction volume, and strengthen the compliance inspection. It is necessary to explore the establishment of a scientific classification and classification of real-time dynamic management mechanism, set up reward, punishment and withdrawal measures, improve the ability to screen and crack down on data fraud, and play a positive role in maintaining the integrity market environment.
9u3001 To set up a platform for online show live broadcast and e-commerce live broadcast, we should actively explore the use of big data, artificial intelligence and other new technologies to serve the encouraged live programs, let the algorithm support the push of high-quality audio-visual content, and realize accurate early warning and timely blocking of illegal and bad content. For live broadcasting rooms with high click through volume, false high turnover volume, large amount of reward and easy problems in business categories, it is necessary to establish a man-machine integrated key monitoring and auditing mechanism, track program dynamics, analyze public opinion and reasons, and take timely measures to prevent guidance deviation and problems.
The competent radio and television departments at all levels are requested to organize the registration and filing of the platforms for live show and e-commerce live broadcasting within their jurisdiction, and comprehensively sort out, analyze and judge the live show and e-commerce live broadcasting services in accordance with the requirements of this circular. To clean up and rectify the live broadcast content that does not meet the requirements of the preliminary screening; to supervise the relevant platforms to establish a hierarchical and classified management and audit system for live broadcast content, and improve the management mechanism of the number of live broadcast rooms, anchors and auditors, report to the relevant departments and organize the joint shutdown of the platforms that do not meet the requirements and capabilities of launching live broadcasting business Broadcast service. This special work will be carried out from now on to the end of the year. Before November 30, we will summarize and report the results of registration verification and standardized governance, and report important situations at any time.
Contact person: Zheng Wenchang pengmiao
It is hereby notified.
Dont provide opportunities for bad artists to make sound on camera. Source: Netease Entertainment editor: Li Si_ NBJ11322