On April 14th, the Ministry of Culture announced that the Internet-based live broadcast platforms such as Betta Fish, Hudai Live, YY, Panda TV, Zhanqi TV, Dragon Ball Live, Liujianfang, and 9158 were allegedly involved in the provision of Internet content that promotes obscenity, violence, abusive crime, etc. Cultural products have been listed on the investigation list. The Ministry of Culture has deployed relevant law enforcement agencies to investigate and punish enterprises involved in the case and will promptly publish the punishment results.

Silver Tiger, who is in charge of public relations at Battle Flag TV, said that there are indeed some omissions in the supervision of "Fairfield" on the Battle of TV. Battle flag TV has already improved its supervision capabilities by grabbing barrage keywords and other technical means. The future will certainly respond positively to the country's regulatory requirements and strictly require its anchor.

In 2016, the entire online live broadcast industry ushered in the peak period. Live games such as betta and panda TV, and live broadcasts such as Zhajiao and Yingke represented. Not only that, there are still large and small players involved in the market. In March this year, Xiaomi’s black gold lived on the line. In April, the new version of Momo also referred to the live broadcast function as a primary entrance.

With the fiery development of online live broadcasting came great controversy. Erotic, vulgar wipes the ball to make legal risks become more prominent. In addition, the online live broadcast, especially the live game, has always been a difficult problem.

Burning bandwidth and anchor

While the live market where the giants eat is ushering in the melee, the accompanying problem is profitability.

It is understood that most of the current live platform profit model is single, generally rely on the user to purchase virtual gifts, the platform in which drawn - to pepper live as an example, the host cash withdrawal, will be deducted 10% of the processing fee. However, the conditions of each platform are different, and some live broadcast platforms even have a pumping rate of 60% and 70%. In addition, the live broadcast platform faces higher bandwidth costs and anchor subscription costs.

The reporter consulted an anchor booking contract price list and found that the former hero league professional player and the e-player commenting anchor if the wind's signing cost was as high as 20 million yuan a year. The top 14 signing fees for the list are all higher than 10 million yuan. The cost of signing a first-line anchor is also generally in the million.

Audio streaming media practitioner Li Anxuan calculated an account for the reporter, with a minimum code rate of 800K to count, a video live broadcast platform for millions of users online at the same time, bandwidth costs only up to 30 million yuan per month, "their company's bandwidth The cost is already higher than the labor cost."

However, before a live show, staff told reporters that a live broadcast platform for millions of users online at the same time, at least 5 million daily live, and now almost no platform can reach this level. The employee believes that the issue of bandwidth costs does exist. In 2014, many people questioned whether bettas did not do so because the cost of bandwidth was ridiculously high. Therefore, large companies have advantages in online live broadcasting. For instance, Iqiyi and Youku show live broadcasts. Traditional video can share bandwidth costs, and the cost will not be very high.

Flag Tiger TV official in charge of Silver Tiger told reporters that the flag carrier TV monthly bandwidth expenditure up to 10 million level. According to BLUES, a product manager of a live broadcast platform, one million concurrent users may reach 30 million bandwidth fees, but at the same time, there are 1 million people online. There are not many live broadcast products of this magnitude. YY 2016 has a bandwidth budget of 260 million yuan in the Tiger Tooth Business, which is more than 20 million yuan per month. "The game live broadcasts are generally of high resolution and require high bandwidth. The game-playing platform is basically losing money." However, The peppercorn and Yingke platform do not require high image quality and the cost is relatively low.

For the show model, the current platform is more inclined to sign netizens or beauties from colleges and universities. A staff member of the NetEase BoBo product team, Li Xing, revealed to reporters that NetBoss BoBo may sign certain high-quality beauties from art colleges.

The history of the pepper caller told reporters that at the end of last year, both pepper and Yingke had crazy competition for anchor resources, mainly high-quality college girls. The signing fee for pepper to her is 4,000 yuan per month. In her local area's anchor group, people from the other side often came in and people with peppercorns went out. However, in the view of the staff before the live broadcast of the above show, this is just the "normal state of the industry," and there are so many beautiful women who would broadcast live and would like to broadcast live. The signing fees are actually not high. "It's more expensive to sign a contract."

Non-compliance content is the greatest risk

It's no surprise that "burning money" has occurred. However, game industry analyst Li Wenyuan said that in fact, the mode of intake seems simple, but in fact it is very strong ability to absorb gold, "shows and games, you can eat a small number of local tyrants. Pepper live on the once recharged hundreds of thousands of local tyrants ."

BLUES talked about the existence of the phenomenon of “local tyrants”. In the past, local tyrants often had local tyrants buying vanity seats because of vanity and vagrancy. The complex human factors behind these people are difficult to understand. He immersed in YY live users and immersed themselves in the long term. After the YY Live Channel, witnessed the money-burning competition among local tyrants, they only realized that the vanity of human nature and the good-heartedness were vividly expressed in the virtual world.

Mo Wei, the vice president of Momo, also revealed to reporters that the monetization income of Momo can already pay for the cost of bandwidth. However, when the reporter asked about the specific amount of the revenue and bandwidth costs, Jia Wei said that the data was temporarily not disclosed, and relevant data will be displayed in the financial report in the future.

Audio streaming media practitioner Li Anxuan disclosed to reporters that the bandwidth cost of each company is absolutely confidential, because it concerns real traffic.

Huan Ju financial report shows that in 2015, YY is actually profitable in the live broadcast industry. BLUES further pointed out that there is a chain of interest behind the huge rewards. He analyzed using YY as an example. There are some anchors on YY. There are tens or even hundreds of thousands of viewers watching on a live broadcast. After the viewer pays to become a nobleman, he will get the chance to communicate with the anchor, or the avatar will be displayed. Many game manufacturers and e-sports product vendors have discovered the opportunity for product exposure. Therefore, they will pay to become the “King of the King,” and top their brands to the front to promote and implant products. This industry chain is very mature.

However, the live broadcast platform driven by beauty and games actually faces legal risks. Prior to this, Yingke was taken off the App Store and there were factors that depended on pornography. The incidents such as the panda TV bare broadcast and betta "live broadcast" also made the broadcast industry widely criticized. Vulgar, has become the heart of online live broadcast platform pain.

BLUES believes that the online live broadcast platform may need to be free from the single mode of beauties and live games, and go toward content diversity. If you continue to do a single model, you will not only face policy supervision, but also difficult to profit.

Live broadcast has become a giant battlefield

Today's online live broadcast industry has become a market for giants. Many of the markets are either giant investment or giant incubator products.

Betta and Dragon Ball have the capital behind Tencent’s live broadcast. Tigers are born out of YY. Behind them is the era of joyful gatherings and “Lei Jun”. Panda TV is formed by Wang Sicong, the “national husband”. The live pepper lived up with 360 golden keys. The black gold lived under Xiaomi's banner, plus BoE, BoE, and live streaming, and there were giants behind every live broadcast. In view of the well-known products in the market, only a small number of products such as Yingke are on their own.

The related person in charge of entertainment of millet pointed out that competition broke out this year, indicating that the time for live broadcasting was ripe. BLUES told reporters that the reason why online live broadcasting is so hot is closely related to the maturity of live broadcasting conditions. Mo Wei, the vice president of Mo Wei and BLUES, is similar. He said in an interview with reporters that the popularity of the 4G network and the upgrading of the hardware configuration of smartphones are all factors that have become popular today. “If you notice that April 6th Facebook Live key refers to the first-level entrance, you will find that the live broadcast has become a trend.” In fact, after entering 2016, each is launching a new round of fighting, brewing big tricks. The person in charge of the live pepper brand publicity said that the brand positioning of pepper and slogan will change in the near future. However, for other issues, the person in charge said that it was not convenient to answer. The staff of the unnamed and unnamed public relations department said that the live broadcasting function of the unfamiliar street will also have some new actions in the near future.

The relevant person in charge of the millet mutual entertainment told the reporter that the black gold broadcast was not vigorously publicized after it went live in March. Recently renamed Xiaomi Live, "Millet has never stopped thinking about rice. Xiaomi's live broadcast is a social component of MIUI. It is a continuation of the rice chat. We believe that social products have reached the stage of video and synchronization."

The staff of the NetEase BoBo product team, surnamed Li, revealed that BoBo may have changed at the product level from the previous show mode to live daily life.

Millet, Netease, 360, unfamiliar and a series of manufacturers gathered in the live broadcast industry, has become a giant battlefield battle. However, Xiaomi Mutual told reporters that the concept of live broadcasting was actually confused. Although there are many products on the market that are called “live broadcasts”, their respective meanings are not the same. For example, some show live broadcasts, some live on e-sports, some live on social media.

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