Research On The Problems And Countermeasures In The Development Of Webcasting In China

Since Twitter associated video application Meerkat till Twitter purchased Periscope to use on its own,the webcast becomes viral almost overnight.Similarly,since 2015 China's webcast industry has begun to rise rapidly.The webcast's stride into the 3.0 mobile era marks the real coming of national wide webcast era,when a large number of webcast platforms are emerging under huge interests motivation and the contents various from shows and e-sports to daily lives and e-commerce.It seems that only with a cell phone at hand everyone can become an anchor.But meanwhile,with the booming of webcast industry problems are gradually exposed during the process of development.Two research methods been applied in this study are content analysis and questionnaire survey,through the analysis of top five popular webcast rooms in a specific time from China's top ten webcast platforms.With collecting statistics such as basic information of the anchor,webcast content and interaction before closely analyzing the characteristics of the anchor,the audience,the transmission relationship,management mechanism and their respective characteristics in the process of webcast,it is discovered that problems as the lack of guarantee of the overall quality of the anchor,homogenization and coarseness of the webcast content,disorderliness of the barrage comments.In addition,the over privatization of public space becomes a new problem along with the development of the new ideal public.The excessive privatization of public space makes personal daily life details and personal emotions spreading in the public space,which can easily lead to universal snooping on private events and lead to waste of public media resources.Through reading existing documents and experiencing webcast platform for conclusion and conducting analysis on webcast industry chain and profit model,we could know that the webcast industry chain includes the upper stream,middle stream and downstream.The upper stream includes the anchor and his or her broker company,content production company,property right operation company;the middle stream includes the content supplied company.The downstream is the service supporter,which mainly provides with technical support.The main profit model of webcast includes providing value added service,harvest ads fees and some other extended fees deprived from network +.By analyzing the operating model of webcast,two problems have been discovered from such operation.The first is the consistent capital inflow leads to bubble prosperity.The second is the webcast platform trapped in cutthroat competition.Considering six problems that mentioned at the front two sections,the study ends with relevant resolutions.For the problems such as lack of guarantee of the overall quality of the anchor,homogenization and coarseness of the webcast content,disorderliness of barrage comments,and over privatization of public space,the relevant solutions including strengthening anchors' professional qualifications,regulating platform supervision,establishing classification system,professionalizing contents production,completing the preliminary exploration of "webcast + media".In regarding to bubble prosperity and cutthroat competition among platforms the correspondent resolutions are to reference suggested from foreign webcast platform that includes improve the paying system,activate inner operation of industrial chain and integrate advertisement with webcast.