current position：Home>Here comes the MCN management method: do not take the lead in rewarding and inducing users to consume. One broker can sign up to 100 anchors at most
Here comes the MCN management method: do not take the lead in rewarding and inducing users to consume. One broker can sign up to 100 anchors at most
2022-05-07 11:44:54【Doomsday cold】
5 late , The state network information office and other seven departments issued 《 Network live marketing management measures （ On a trial basis ）》, For the live broadcast platform 、 The anchor and other personnel have carried out many specifications . Announced today 《MCN Management methods 》 It's already in 8 month 30 The implementation of . This series of self-discipline requirements , Can strengthen the understanding of MCN Organization management , Restrict anchor behavior , Adhere to the correct value orientation , Control the chaos in the entertainment industry .
MCN The organization should hold the certificate , Brokers also need to hold certificates
9 month 2 Japan ,《MCN Management methods 》 Open on the official website of the Ministry of culture and tourism , And in 8 month 30 Daily release and Implementation ,《MCN Management methods 》 The so-called online performance brokerage agency , Be commonly called “MCN Institutions ”, Organizations mainly engaged in online performances 、 Make 、 Marketing and other business activities ; Contract signing of network performers 、 Extension 、 Agency and other brokerage activities . Simply speaking ,MCN Is the brokerage agency responsible for managing the network anchor .
According to the requirements ,MCN The agency is engaged in performance brokerage activities , A commercial performance license shall be obtained according to law . The live broadcasting platform shall bear the main responsibility for the online performance business activities carried out by the unit according to law , Inside the verification platform MCN Institutional qualifications .
Besides ,MCN The institution shall be equipped with brokerage personnel that meet the business needs . In principle, the proportion between the broker and the number of anchors signed shall not be less than 1:100. Brokers engage in performance brokerage activities , The corresponding qualification certificates shall be obtained according to law .
Why set the proportion of brokers and signed anchors , The Ministry of culture and tourism explained , Compared with traditional performance brokerage services, most of them 1 Yes 1 Even many pairs 1 Offline service mode , Online performance brokerage services due to the characteristics of the industry , Mostly 1 Many to many online service model , Some even 1 Yes, hundreds 、 over a thousand .《MCN Management methods 》 In principle, the proportion of the proposed broker to the number of contracted anchors shall not be less than 1:100, Mainly considering the management ability of brokers , In order to ensure the quality of brokerage services it provides , This proportion limit fully solicits the live broadcast platform and MCN The opinion of the agency ”.
Do not induce users to consume , Do not hype with reward ranking
that MCN What are the responsibilities of the organization to the anchors ？《MCN Management methods 》 Mentioned four points ： One is to take effective measures to verify the identity of performers ; Second, an agreement should be signed with the performer ; Third, we should strengthen the constraints on signing online performers ; Fourth, we should strengthen the education and training of performers .
For the above four items , The Ministry of culture and tourism has put forward specific requirements . For example, in terms of strengthening the constraints on signing online performers ,《MCN Management methods 》 mention ,MCN Institutions shall not make false consumption 、 Take the lead to induce users to consume on the live broadcast platform by means of reward , Don't rank by reward 、 Hype by means of false publicity .MCN Institutions should strengthen the constraints on signing anchors , They are required not to stimulate... With words 、 Unreasonable special treatment 、 Promise rebate 、 Offline contact or communication , Or give pictures or videos containing illegal content to induce users to consume on the live broadcast platform .
The Ministry of culture and tourism is interpreting 《MCN Management methods 》 It is also emphasized that , For performers with a large number of fans , Brokerage agencies should work with performers to strengthen the guidance of fan groups , Avoid malicious interference of fans with other performers' normal online performance activities or quarrel with other performers' fans 、 Abuse, etc ”.
In terms of strengthening the education and training of performers , The Ministry of culture and tourism mentioned ,MCN The organization should inform performers of the laws, regulations and professional ethics they should abide by , Prohibit its illegal content in the live broadcast , Or a series of dirty words 、 Abuse with fans and other misconduct . Improve the professional quality of performers through professional training , Guide online performers to attract users through high-quality performance content .
To record illegal anchor information , May request the association to boycott
In addition to education and training ,《MCN Management methods 》 It also aims at the situation that the anchor provides illegal content , Made provisions .
In terms of anchor Management , The live broadcast platform serves as a direct provider of content dissemination services , according to 《 Network performance business activities management measures 》 Responsible for personnel management and content review ,MCN The organization follows 《MCN Management methods 》 Responsible for personnel management . The anchor broke the law in the live broadcast , Live broadcast platform and MCN All institutions are responsible .
To be specific ,MCN The agency found that the online performance provided by the contracted anchor contained illegal content , The anchor should be asked to stop the online performance immediately , And inform the relevant live broadcasting platform in time .MCN The institution shall deal with the results of violation of laws and regulations of the contracted anchor 、 Record the handling of complaints and reports 、 preservation , And according to different situations , Take measures to limit service 、 Stop cooperating 、 To ask trade associations to boycott and other measures . The anchor borrowed 、 Signing a contract with someone else's ID card ,MCN The institution may request the trade association to boycott ; serious , Relevant departments shall investigate their legal responsibilities according to law .
“ Supervision of webcast industry by relevant national departments , It is gradually promoted . Before, there were more restrictions on the live broadcasting platform and anchor , These constraints have formed an effective management system .MCN It is a bridge connecting the anchor and the platform , It has a great influence on the live content , But in the blank area of Management , There is an urgent need for fine management . The host 、MCN Mutual constraints between the organization and the live broadcast platform , It can be managed from the content source of webcast ”, Bida analyst Li Jinqing told the Beijing Business Daily that .
Reporter of Beijing business daily Wei Wei
author[Doomsday cold],Please bring the original link to reprint, thank you.
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