File photo: VCG

China's Ministry of Culture and Tourism introduced new measures on Thursday to regulate the bourgeoning MCN (Multi-Channel Network) industry by enhancing the management of various agencies active in the sector. 

The agencies engage in promotion of network performances, by signing performers as well as producing and marketing content for online performers. 

The new measures tackle the major problem in the MCN industry, which is that there are online performers who sometimes misguide fans in certain ways such as publishing false content. This distorts mainstream social values just for the sake of drawing attention and financial gain. 

Online performance agencies must now require contracted performers not to induce users to consume by using improper methods. 

The must be a three-party relationship between the network performance platform, the agency and the performer, involving a supervisory mechanism. 

The newly launched measures are aimed at rejecting ideas such as "entertainment first" and "popularity first" that cause turbulence in the online performing industry. 

Further clarifications of the responsibilities of the agencies are expected soon.