China News Network Weibo news on April 21st that Zhou, who once said that “it is impossible to work in this life”, was released after his sentence was released recently, but attracted many online celebrity brokerage companies. The China Performance Industry Association published an article on April 21 stating this: the webcast resisted the malicious traffic hype. In the article, Qu Tao, Secretary-General of the Network Performance Live Branch of the China Performance Industry Association, said that the industry resolutely resists the celebrity brokerage companies that use this as a gimmick to “make things”, and these networks that ignore the moral bottom line of the industry and destroy the industry’s health and ecology Brokerage companies, included in the negative list. The article said that only by abandoning, resisting impetuous and short-sighted mentality and behavior, and moving from the eyeball economy to the value economy, the live broadcast industry will go healthy and go further.
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Industry Voice: Webcast resists malicious traffic hype
China performance Industry Association
A prisoner who was released from prison because of his contempt for the law, disdain for laborers, and mockery of social rules in the face of media interviews attracted many online celebrities to ignore public order and good customs, moral bottom line, Malicious traffic speculation. It triggered a public opinion and traffic “carnival”, which had a great negative impact on the Internet celebrity group and the live broadcast industry. People’s Daily Comment: Internet celebrity companies are fighting for non-working men: they are very ill!
Live broadcast industry needs to shift from eye economy to value economy
The current Internet is deeply interconnected with various industries, making traffic an intangible asset that the industry is chasing. “Traffic” represents more attention to a certain extent and also means more potential commercial space. But it is undeniable that flow is only a driving force. Whether it leads to a healthy economic model and whether it can have long-term development momentum depends on whether flow can be led to real value. The live broadcast industry has typical traffic-driven characteristics, but the live broadcast industry needs a healthier and long-term value economy development model, rather than a short-term and short-sighted “eyeball economy.” Blindly pursuing traffic, even using others and hot events to conduct malicious hype, and breaking the bottom line in violation of regulations will trigger social doubts and bring irreversible negative effects to the industry and enterprises.
“For the internet celebrity brokerage companies that use this as a gimmick to” get things done “, the industry resolutely resists them, and includes these network brokerage companies that ignore the moral bottom line of the industry and undermine the industry’s healthy ecology. Qu Tao, the secretary general of the live performance branch of the network performance, said, “Traffic, creating gimmicks, rubbing hot spots, breaking the bottom line, and blindly attracting traffic are short-sighted and short-term.Continued and unsustainable. No matter how high the decibels are, the boos are boos after all; no matter how big the flow is, the dross is always dross, which is difficult to withstand the test of time and market. “
Only to abandon and resist impetuous and short-sighted mentality and behavior, from eyeball economy to value economy. The live broadcast industry will only go healthier and go further. The webcast industry encourages and expects knowledgeable and talented people to use live broadcast tools and platforms to share and create a better life.
The industry has opened a linkage governance mechanism
The live broadcasting industry has a firm attitude to resist malicious speculation and other acts that endanger the industry, and it has more effective methods of resistance.
China Performance Industry Association Network Performance Live Branch has established a network anchor blacklist management mechanism in recent years to implement industry disciplinary sanctions and boycotts for illegal anchors, which has deterred those anchors who do not abide by the bottom line and the industry order has improved significantly. It can be said that it has received very good results. Recently, the China Performance Industry Association Network Performance Live Branch has also established a cross-industry joint disciplinary mechanism with other related industries. A group of people who violate the law and regulations in the non-live broadcast field have also been included in the live broadcast industry anchor blacklist. This also fully demonstrates the courage and determination of industry organizations to eliminate industry chaos and purify the live broadcast industry environment.
At the end of 2019, the National Internet Information Office issued the “Regulations on the Ecological Governance of Network Information Contents” (click for more information), which has been implemented since March 1, 2020. For the producers of online information, it is clearly stipulated that producers of online information content should take measures to prevent and resist the production, copying, and publishing of unhealthy information and content that contains hype scandals, scandals, and bad stories, and promotes vulgar, vulgar, kitsch content. For the network information content service platform, it is clearly stipulated that the main responsibility of information content management should be fulfilled, the ecological governance of the network information content of the platform should be strengthened, and a positive and healthy network culture should be cultivated.
In this incident, certain brokerage companies and live broadcast platforms should fulfill their corporate responsibility. Instead of chasing these so-called hotspots, it is better to work hard to practice their internal skills, focusing on content creation and positive IP incubation . Don’t let the false voices be heard, so that it is the right way and we can go long.
(Originally titled “China Performance Industry Association: Brokerage Companies with Zhou as a gimmick will be included in the negative list”)