Shulou(Shulou.com)11/24 Report--

On September 7, Douyin Live announced the launch of a new version of the health sub-management system. From now on, the platform will give the health score of the account according to the VJ's daily live broadcast behavior, and adopt step-by-step management of the VJ account according to the score. Douyin will take measures such as reducing live recommendation, restricting the use of competition and reward features, suspending illegal withdrawal of live broadcast revenue funds and withdrawing live broadcast rights for anchor accounts with lower scores.

A person in charge of live streaming on Douyin said that in the past, platform governance was more based on a single content for off-broadcast, warning, blocking and other penalties. This time, the health sub-system is launched, and the platform will carry out gradient management according to the VJ's long-term behavior.

Specifically, the initial health score of the managed VJ is 100, and the initial score of some expert or professionally certified VJs is 120. The strength of deducting points will be determined by the severity of the violation and the level of the VJ. Based on specific violations, the platform will be deducted with scores ranging from 1 to 8 points each time. In addition, considering the impact of violations on users, the platform will deduct an additional 1-5 health points for anchors with a high number of fans or a high average number of viewers in the studio.

According to the rules, if the VJ's health score is less than 40, he will not be allowed to enter the live room list and the use of competitive features will be prohibited. If the score is less than 20, the gift function will be turned off on the basis of the above management measures, the anchors will not be able to receive reward income, and illegal income will be prohibited from withdrawing cash.

According to the announcement, the health sub-management system will be put into trial operation on September 7, 2023, covering all content anchors by the end of October, and is expected to come into effect by the end of the year. In order to help VJs familiarize themselves with and understand the relevant rules, only points will be deducted during the health trial, and no specific penalties will be imposed. After the formal entry into force, the score will not be switched, and the management will be carried out according to the trial run score.

This may be a further landing for the requirements of classified and hierarchical management of network anchors. Earlier, the State Internet Information Office and other seven departments jointly issued the "guidance on strengthening the standardized Management of webcast", proposing to further strengthen the positive guidance and standardized management of the webcast industry, focusing on standardizing the behavior of network reward, promoting the classified and graded management of anchors' accounts, and promoting the high-quality development of the webcast industry. In April last year, Douyin Live launched a health sub-management system, mainly for guilds, to withdraw and announce the guilds with a "health score" of ≤ 50.

Industry insiders told reporters that the new version of health sub-rules launched by Douyin is currently the strictest management system in the industry. Based on this rule, VJs' daily minor violations will also be accumulated and punished, which puts forward higher requirements for VJs.

A person in charge of Douyin Live said that the healthy development of the industry requires the joint efforts of all parties, of which platform self-discipline is an indispensable part. Douyin Live has always adhered to high standards and strict requirements, and resolutely crack down on all kinds of violations of laws and regulations. At the same time, the platform has been trying and exploring step-by-step management means of classification to avoid "one size fits all" and "out of control".

"through health grading and diversified management measures, we hope to create a webcast platform with good content, good ecology and good mechanism, and also create a good atmosphere for the healthy and orderly development of the webcast industry." The above-mentioned responsible person said.

In the past few years, Douyin Live has carried out many rectification projects aimed at unhealthy competition, vulgar hype, and live underground industries, and worked with local public security and government departments to deal with and crack down on bad anchors, helping to crack down on more than a dozen related cases.

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