转自：法治日报 □ 常鸿儒 中国演出行业协会近日发布《网络表演团体直播运营管理要求》（T/ZGYC 011—2026）团体 标准（以下简称《标准》）。《标准》规定了团体直播（以下简称团播）运营人员、技术、内容等运营 管理要求，旨在提升行业整体服务水平，促进行业健康有序发展。 随着网络表演行业火热，团体直播 已成为一种重要演出形式和内容传播方式，由于其互动性较强，近些年受到很多人欢迎。然而，在团播 行业快速发展之下，也逐渐显现一些问题，引发公众担忧。 去年，有关部门通过开展专项行动，剑指 低俗团播引诱打赏等乱象。但在"以打赏为中心"的收益模式下，仍有一些人把低俗噱头包装成艺术表 演，把充值付费打造成互动门槛，这不仅污染网络生态、违背公序良俗，而且助长了畸形消费观。同 时，深耕专业的优质团播反而被挤压生存空间，对于行业长远发展极为不利。因此，及时为团播规范发 展立好"风向标"，已显得迫切且必要。 《标准》的发布，可以说是为团播运营指明了正确的"打开方 式"。例如，在互动性方面，明确不应通过暗示性语言、动作或虚构亲密关系诱导用户消费，不应组织 粉丝进行打赏排名或攀比；在表演者保障方面，要求应关注表演者身心健康，避免 ...

Core Viewpoint - The recent release of multiple standards, including the "Operational Service Requirements for Online Performance Brokerage Agencies" and "Management Requirements for Group Live Streaming Operations," aims to promote the standardized and professional development of the online performance industry [1][2]. Group 1: Industry Standards - The newly approved national standard by the State Administration for Market Regulation emphasizes the establishment of a protective mechanism for minors regarding tipping and consumption management [1]. - The standards prohibit false advertising, data fabrication, and fraudulent tipping, while encouraging rational consumption and discouraging users from spending through borrowing or overdrawing [1]. - The "group broadcast" format is identified as a significant growth point in the online cultural performance market, leading to the release of the "Management Requirements for Group Live Streaming Operations" to enhance industry self-regulation and content quality [1]. Group 2: Technical and Safety Requirements - Specific requirements for live streaming visuals, audio quality, equipment, and network environment are outlined in the standards [2]. - The standards emphasize the professionalism, safety, appropriateness, and cultural compatibility of costumes and props used in performances [2]. - Regulations concerning information security, protection of minors, and the physical and mental health of performers are also included [2]. Group 3: Industry Impact - The implementation of these standards is expected to help regulate market order, create a transparent and positive online ecosystem, protect the legitimate rights of industry personnel, and promote the sustainable development of new cultural formats [2].

Core Viewpoint - The rapid development of the online performance industry has led to the establishment of group live streaming as a significant form of performance and content dissemination, with the release of the "Operational Management Requirements for Online Performance Group Live Streaming" standard aimed at regulating and enhancing the industry [1][2]. Group 1: Standard Development - The standard was developed under the guidance of relevant authorities and involved collaboration with platform companies like Douyin and operational organizations such as Wuyou Media Group, along with industry experts [1]. - The China Performance Industry Association, a national-level social organization supervised by the Ministry of Culture and Tourism, is committed to promoting the standardization and professionalization of the performance industry [1]. Group 2: Management and Operational Guidelines - The standard outlines management responsibilities and operational norms across various dimensions, including institutions and personnel, content and technology, safety and security, and social responsibility [2]. - It emphasizes the establishment of mechanisms for content review, training management, and emergency response, while also setting clear requirements for live streaming quality, equipment, and network environment [2]. - The standard addresses information security, protection of minors, and the mental and physical health of performers [2]. Group 3: Industry Initiatives - In addition to the standard, the China Performance Industry Association and Douyin have launched the "Quality Group Live Streaming Plan" to establish benchmarks for quality content in the industry [3]. - This plan, initiated in September 2025, includes measures such as traffic support, revenue incentives, product empowerment, and professional training to cultivate high-quality group live streaming that meets industry standards [3]. - The association aims to continue promoting the implementation of the standard, enhancing industry training and evaluation, and fostering a healthy online performance ecosystem for high-quality development [3].

Core Viewpoint - The rapid development of the online performance industry has led to the establishment of group live streaming as a significant form of performance and content dissemination, with the release of the standard "Operational Management Requirements for Online Performance Group Live Streaming" aimed at regulating and enhancing the industry [1][3]. Group 1: Standard Development - The standard was jointly drafted by the China Performance Industry Association, platform companies like Douyin, and industry experts, focusing on the planning, execution, and operational management of group live streaming activities [1][3]. - The China Performance Industry Association, supervised by the Ministry of Culture and Tourism, is dedicated to promoting the standardization and professionalization of the performance industry [1]. Group 2: Compliance and Regulation - The standard includes specific requirements for technical aspects such as live streaming visuals, audio quality, equipment, and network environment, as well as safety and cultural appropriateness in costumes and props [3]. - It also addresses information security, protection of minors, and the mental and physical health of performers [3]. Group 3: Industry Initiatives - Douyin has proactively established a compliance framework since the inception of group live streaming, launching its own content management standards and a comprehensive regulatory system by 2025 [3]. - The China Performance Industry Association and Douyin initiated the "Quality Group Live Streaming Plan" to promote high-quality content in the industry, starting in September 2025 [3]. - The plan includes measures such as traffic support, revenue incentives, product empowerment, and professional training to cultivate high-quality group live streaming that meets industry standards [3]. Group 4: Future Directions - The China Performance Industry Association will continue to promote the implementation of the standard, enhance industry training and evaluation, and collaborate with various sectors to foster a healthy online performance ecosystem [3].

第二，从成本上看，一场高质量团播带来的收益，MCN公司分摊到几个中腰部主播身上，比支付一个 超头部主播的坑位费和分成可能更划算。除外，团播形式的聚合性也为中小主播提供了绝佳的上升通 道。通过组合的形式获得媲美头部主播的流量和关注度，从而盘活了平台的主播生态，打破了流量过于 集中在顶部的僵局。 第三，品牌加入造势，制造爆款，形成内容共创机制。与顶流团播直播间合作，打造超级品牌日、新品 首发盛典。利用团播的爆发力，在短时间内集中造势，制造话题、提高品牌知名度，同时配合平台消费 日优惠机制，不断吸引用户停留，创造销售奇迹。 团播的兴起，在某种程度上是电商行业流量见顶后的一种"内卷式"突破。虽然在短期内创造了巨大的效 应，但也埋下了许多隐患。首先，对于MCN公司来说，打造一个成功且吸金的团队，前期需要投入巨 大的资金和资源，后期一旦团队核心人物出现问题，那么整个投入即将成为泡沫；其次，内容缺乏创 新，同质化严重，内容生态面临僵化。一种模式成功后，无疑会被各种团队争相模仿，继而所有团播形 式则变得千篇一律，索然无味，最终导致用户审美疲劳。最后，过度娱乐化导致过度的消费主义。追求 娱乐化确实会吸引很多用户，但同时也会煽动 ...