多频道网络机构，自律他律都得有（倾听）

Core Viewpoint - The Chinese government has issued guidelines to strengthen credit regulation of MCN (Multi-Channel Network) institutions, which have emerged alongside the rise of live streaming, social media, and short videos, but have also led to issues such as false information and unethical marketing practices [1][8]. Group 1: Issues with MCN Institutions - MCN institutions are criticized for prioritizing short-term traffic over long-term benefits, leading to a proliferation of low-quality content and misinformation [3][4]. - A specific case highlighted the manipulation of content by MCN institutions, where multiple accounts operated by five MCNs spread sensationalized news, resulting in legal action against the responsible parties [3][4]. - The use of "data magic" to create false traffic is prevalent, with some MCNs offering services to artificially inflate view counts for a fee, raising concerns about the integrity of content [5][6]. Group 2: Regulatory Actions and Industry Response - The government has intensified efforts to regulate MCN institutions, including a special campaign to address illegal activities such as misleading advertising and exploitation of minors [8][9]. - Industry self-regulation is being promoted, with associations calling for MCNs to reject false content and prioritize quality [9][10]. - New regulations are being proposed that would hold MCN institutions accountable for the content they publish, requiring them to conduct compliance checks before releasing information [10][11]. Group 3: Future Directions for MCN Institutions - There is a call for MCN institutions to adopt a more ethical approach to content creation, focusing on quality and positive societal impact [11][12]. - Legislative measures are suggested to clarify the legal relationship between MCNs and content creators, aiming to protect creators from unfair contracts [12]. - Encouragement for innovative and high-quality MCN institutions is emphasized, with suggestions for resource support to help them thrive and set new standards in content creation [12].