New Regulation: No License Will Not Be Broadcast Live! How Far Can The Webcast Platform Go?

Recently,

We issued the notice on strengthening the management of live broadcast service of network audio-visual programs (hereinafter referred to as the notice), reiterated the relevant provisions of SARFT: the broadcasting platform must hold a permit, and the organizations and individuals that have not obtained the license can not engage in live broadcasting business.

It is understood that most professional live platforms do not currently have licenses.

Industry analysts believe that the new regulations of SARFT means that the live broadcasting industry will face greater adjustment and shuffle.

After the introduction of the new regulation, the live broadcasting platform will be differentiated, and the video website with live qualification will gain greater benefits.

According to the notice, the live broadcast service of network audio-visual programs should have corresponding qualifications.

Institutions and individuals who do not hold the license of audiovisual program of information network (hereinafter referred to as the "license") shall not carry out the live broadcast service of related activities or events through the Internet, nor shall they use the webcast platform (live broadcasting room) to set up audio-visual programs such as news, variety, sports, interviews, reviews, etc., and no audio-visual programs should be set up.

SARFT's official website shows that as of May 31st this year, the General Administration issued 588 licences.

Most of these licensed agencies are news and publishing, enterprises and institutions, and large video websites.

In the live broadcast field, Tencent, Youku potatoes,

The comprehensive network video platform, such as music, and so on, share the same license with its live broadcasting platform.

In the professional live broadcast platform, only a few "licensed" and "the list of licensed institutions of Internet audio-visual program services" issued by the SARFT, shows that these professional live websites claim that the licenses they hold are not directly directed to the domain names of their websites, but to their parent company's official website.

Known as "the first year of webcast in China" in 2016, a large number of capital entered.

According to the prediction of Huachang securities, China's webcast market will exceed 100 billion yuan in 2020.

According to incomplete statistics, the investment of the well-known live platform was about 170 million yuan in 2013, about 790 million yuan in 2014, and increased to 2 billion 370 million yuan in 2015, with an average annual growth rate of about 300%.

AI media poly CEO Zhang Yi pointed out that the introduction of the new regulations has had a certain impact on the live industry that has been favored by investment institutions.

"Later investment will be more cautious, which is a great blow to companies that want to build new live platforms.

And the valuation of the platform that has entered the next round of financing may shrink.

Analysis: webcast platform will face differentiation

According to the analysis of the industry, the SARFT stipulates that the live broadcast platform and individuals must be certified, which means that the live broadcasting industry will face greater adjustment and shuffle.

On the one hand, at present, the large video websites with the advantage of "holding certificates" may enter the high-speed growth period of live broadcasting business, and those broadcasting platforms that cannot get permits in the short term will have to face the fate of shutting down.

On the other hand, the live broadcasting platform will face further subdivision on the type.

In AI CEO Zhang Yi, the new regulation has been put in a "blockbuster" which has been in the unmanned direct broadcast industry.

In an interview, he said that the new regulation played a good regulatory role in the current chaotic management of the live broadcasting industry, and contributed to the healthy and orderly development of the live broadcasting platform.

Cai Ling, an adviser to China investment, believes that the new broadcasting platform will face differentiation after the introduction of the new regulation, and the video website with live qualification will gain greater benefits.

At present, the professional live broadcast platform is limited by the license, and it will take some time for them to apply for the license.

And this time, it can provide greater opportunities for the development of video sites with live qualification. With the significant reduction of competition, it is expected to win more user traffic.

In addition, more certified broadcaster will also be admitted to live video sites during this period.

Depth: industry chaos is expected to be regulated

Over the past two years, the live streaming industry has become a phenomenal outlet in the Internet field.

According to CNNIC's thirty-eighth statistical report on China's Internet development, as of June this year, the number of live webcast subscribers reached 325 million, accounting for 45.8% of the total Internet users.

The industry is in the initial stage of rapid development. It has always been criticized as a result of all kinds of chaos. Especially the live broadcast platform and anchor "yellowrelated violence" are repeatedly banned, which has cast a shadow over the live broadcasting industry.

For the chaos in the live broadcast industry, the relevant regulatory authorities have been increasing the intensity of punishment.

In April this year, the Ministry of Culture issued twenty-fifth batch of illegal Internet cultural activities.

Subsequently, the "network anchor blacklist" system entered the public view.

In July this year, the Ministry of Culture issued the notice of the Ministry of culture on strengthening the management of network performance. 26 network performance platforms such as fighting fish were investigated, and 16881 violating network performers were dealt with.

Cai Ling believes that the live broadcast platform and anchors have the qualification standard, and the events such as Yellow River gambling and other side ball events will be avoided effectively. If the platform and anchors are still playing the edge ball after obtaining the license, the license will be revoked.

In addition, the holding of certificates can greatly bind the platforms and anchors, so as to make up for the lack of self-discipline in the industry, which is conducive to the development of high-quality content.

"In the long run, the live broadcasting market will enter a sound track of development."

Zhang Yi said that the pformation of the business mode of the live broadcasting platform has made it more instrumentable and the prospects for development are still optimistic.

"Some platforms rely on" beauty anchor "operation mode is not sustainable, live broadcasting is the carrier of social networking 3. Only by directly implementing the platform and promoting the consumers' awareness and willingness to pay, can the industry get better development.