IGF 2018 WS #361
Webcast Ecosystem Governance: how to dance with shackles


Sub-theme description: Webcast Ecosystem Governance

Organizer 1: Technical Community, Asia-Pacific Group
Organizer 2: Private Sector, Asia-Pacific Group

Speaker 1: Xinzhou Xie, Technical Community, Asia-Pacific Group
Speaker 2: Jianjun Sun, Civil Society, Asia-Pacific Group
Speaker 3: Huang Zhixiong, Civil Society, Asia-Pacific Group
Speaker 4: Jing MA, Civil Society, Asia-Pacific Group
Speaker 5: Li Gang, Technical Community, Asia-Pacific Group
Speaker 6: Zhao Yuxian(Reid), Private Sector, Asia-Pacific Group
Speaker 7: Yuan Gang, Private Sector, Asia-Pacific Group
Speaker 8: PLACIDI-FROT Delphine, Technical Community, Western European and Others Group (WEOG)


Round Table - 90 Min


The workshop involves speakers from the different stakeholders including the typical representative enterprises in the field of webcast, representatives from the civil society like Association for Science and Technology, the academic researchers from the well-known universities, institutes as well as technical community, who will propose the future actions to deal with emerging challenges of Webcast Ecosystem from their perspective.

Except for already confirmed , We are also waiting for confirmation and seeking for more speakers interested in our topic.

1. Technical Community:
Professor Alexandre Eyries of Université de Nice and Pr. Delphine PLACIDI-FROT of Université Paris-Sud will Share their research in social media and information technology.
The experts from the academia such as Peking University, Nan Jing University, Wuhan University will focus on distinguishing the features in different era and analyzing the current situation and regulatory strategy as well as the relationship between webcast practice and technology revolution.
Media &market experts like Prof. Xinzhou Xie will reveal the development rules of social network media, analyze the psychology of users and figure out the emphasis supervision on the public.

2. Civil Society:
The informatics experts Prof. Jianjun Sun will discuss a measurable governance model to review the different roles of government, enterprises, industry organization,technology provider and other participants in webcasting service.
Prof. Zhixiong Huang, the executive director of the Institute of network governance, Wuhan University will focus on the institutional norms and legal governance with the background of law.
Maltseva Svetlana (to be confirmed) from National Research University Higher School of Economics will share her views on social networks, Internet&ICTs for the SDGs.

3. Private Sector:
The analyst Yuxian(Reid) Zhao from Tencent Research Institute will give a report on the webcast industry structure with the perspective of Internet governance & policy, including content operation and multi-stakeholder governance.
Speakers for Tencent Micro-vision and Douyu TV ,which are forerunner corporations in China will share their products and service innovations in self-discipline to strengthen the platform management by means of new technology.
Farid Ben Amor (to be confirmed)who has founded Fusion Media Group will share his experience in media distribution and television.

Were the proposal selected, we would try to invite relevant government officials later.
The proposer will follow up with the confirmed speakers to specify who will give the presentation and contribute to the workshop trough discussion and dialogue.


1.Diversity of speaker stakeholder: We have invited experts from multistakeholders, such as enterprises, civil society, academia, technical community and government officials.

2.First-time participant: Wuhan University is encouraged by the old face proposer to participate in IGF for the first time, intending to make more contribution to annual IGF via organizing workshops.

3.Diversity of regions: Our participants are from China, the united states, France and others,covering areas including Asia-Pacific,North America,Eastern Europe,Western European and other groups.

4. Young scholars and female participants: Majority of the participants are young scholars and about one-third of participants are female.

This theme originates from the empirical researching cooperation of Tencent and Wuhan University based on the webcast products and industrial practice. The project focuses on the management of the emerging webcast format in China, which was facilitated by new technology and market demand. Conducting interviews on experts from government, academia and enterprises, we found that the global webcast services share both common features and national characteristics, which is the concrete problem supposed to be discussed on IGF.

With the promotion of network infrastructure, the rapid popularization of 5G mobile communication, the growing maturity of short video technology and the increasing diversification of capital investment, the webcast has become a new form of cyberculture with market potential and social influence, which is warmly welcomed by the global younger generation. Similar with Periscope, Livestream and YouTube Live, many internet giants have been involved in webcast, accelerating upgraded quality and popularity.

Unlike the traditional live broadcast, webcasting is an emerging media of social network in terms of content production, consumption patterns, feedback mechanisms as well as propagation functions. The webcast industry in 3.0 era has changed rapidly:
Firstly, switching from "machine solidarity" to "active connection". As we all know, Live broadcast used to be a “physical space" with 5W1H(why,what,where,when,who,how),but now, it turns to create more emotional connection and instant communication. Secondly, switching from "grand narrative" to "nuanced meaning" to prefer small and interesting contents in the daily life. Thirdly, switching from "media landscape" to "daily company" by removing barriers between the public and media. Meanwhile, turning timely feedback into instant feedback. Forthly, switching from "product consumption" and "scene consumption" to draw clients’ attention, make a scene of companionship and immersion gradually and finally optimize user’s experience.

Take China as an example,except for the popular game broadcast platforms such as DouYu TV, YY live, Panda live,Battle-flag live, etc, plenty of pan-entertainment video apps, like Dou Yin, Fast-hand and Micro-vision, have also come in to vogue , attracting numerous fans and players.
To meet the diversified, personalized and socialized entertainment needs of the users, the webcast industry is constantly innovating technology, content, product and business model, giving ordinary peoples the free access to self -expression by means of UGC (User-generated content). Meanwhile, webcasting is in deep integration with other industries, like e-commerce, education training, medical service, to explore "webcast +" opportunities via PGC(Professional-generated content). For instance,the VR webcast in entertainment industry,the promotional webcast for online retailing, skills tutoring webcast, online broadcast for public welfare supervision and so on.

However, the blowout development of webcast industry has also spawned a series of network governance problems, including illegality, infringement, immorality, etc.
1.Illegal webcasting: It’s quite common that platforms without legitimate business qualification are wantonly spreading illegal content, which damages the legitimate rights and interests of the public, disrupts the market economy and social management order and even threatens the national security and social stability.
2.Infringement webcasting: As the combination of text, images, audio, video and other multimedia information, the webcast industry as well as performers and audiences is prone to get lose in risks of privacy and intellectual property infringement.
3. Immoral webcasting: The vulgar webcast videos filled with excessive entertainment are tremendously trumpeting obscenity, pornography, violence and superstition. More seriously, some of them even instigate youth crime, fraud, intimidation and other illegal behaviors, which is deviated from the public order and moral.

It’s necessary to improve the Internet governance in this field to ensure that everyone has equal access to justice as is advocated by the 16th SDG. This workshop intends to sort out these hidden network governance problems, discuss the roles of government, industry and other players involved to figure out feasible measures and potential cooperation among multistakeholders.

1.【5mins】The moderator will open the session by welcoming participants, framing the topic, briefly introducing panelists and mentioning their commitment in the discussion.
2.【40mins】Formal Presentations from some panelists.
3.【20mins】After presentation, the moderator will engage the panelists in a lively conversation to get their perspectives on the questions as outlined below.
①Sorting out the hidden dangers of network governance problems in webcast.
②Similarities and differences of webcast problems in different countries.
③Roles of government, industry and other players involved in the webcast governance.
④Feasible measures and potential cooperation, especially for technical monitoring and data analysis
⑤The opportunity and threat of webcast management and development in the future.
4.【15mins】The moderator will elicit what panelists found most insightful from the discussion, and build on them by asking questions to create a dynamic flow of interaction among the panelists.
5.【5mins】the moderator will invite the audience(including online participants) to pose brief questions to the panelists, asking audience members to identify themselves. (The moderator may consider engaging the audience earlier)
6.【5mins】With 5 minutes left, the moderator will share the top takeaways from the discussion and bring the session to a close.

This session aims to facilitate concrete, pertinent and cohesive discussions on the governance challenges emerging with the increased popularity and complexity of webcast industry, an active and promising cyber culture format. The emerging webcast platforms had brought more challenges to the media management in the Internet age. the existing policies and management methods have fall behind in coping with such a new technology and application.

This session plans to invite representatives from the academic, enterprise, social and technical fields to share their views from their respective opinions, intending to find out the best practice to solve the problem. Under the perspective of multistakeholders , various aspects in regard to policy norms, industry self-discipline , corporate social responsibility as well as public supervision to demonstrate the objects, tools and approaches of webcast ecosystem governance.
The main topics focus on the webcast ecological management, including legal policy, technology and product innovation, self-discipline , public supervision ,cultivation of technological literacy, etc.
Tag 1: Webcast ecosystem governance
Tag 2: Multistakeholder Cooperation
Tag 3: Peace & justice for 16th Sustainable Development Goals

Online Participation

1.Specific online organizer :The workshop is encouraged and panned for remote participation. Jie Xu, Associate professor of Wuhan University, is appointed to the remote moderator, cooperating with the IGF staff, she will coordinate the online participating system and collect the questions and key points from the remote participants, while she will keep the close interaction with the onsite moderator to convey the information and facilitate the Q&A between the onsite and online participants.

2.Distance online participants:
Wuhan University will organize students to register their names on the IGF website and treat this workshop as a practical course online, participate in the discussion, and then, share this practice as a follow-up course to promote the spirit of IGF.
Online interaction and discussions are also encouraged to be a part of offline courses in relevant universities. If possible, the PPT will be shared among the online participants for enhancing the popularity and influence of IGF in Colleges and Universities.