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Alice Yan

Their eyes are big, faces pale and lashes curly. Their backdrop is usually a room stuffed with cute soft toys, and they dispense advice and reassurance to lonely hearts in the farthest reaches of the country.
Welcome to the world of China’s online internet anchors, who sing, dance and chat with viewers in the hope that they will buy virtual gifts for them.
Long despised by the mainstream world, internet anchors have become wildly popular, especially among young men with a little bit of cash to burn.
Various online broadcasters have been able to turn the craze among tens of millions of mainland fans into thriving businesses, with the biggest going on to list in Hong Kong and the United States.
Observers say the popularity of the anchors reflects a deeper need for spiritual connections throughout the country.
I like surfing the internet and I thought why not make money while surfing the web
Anchor Liu Dairan
Liu Dairan began life as an internet anchor straight out of university this year.
The 22-year-old who lives in Deyang, Sichuan province, said she thought the job would combine her interests in a growing industry.
“I like surfing the internet and I thought why not make money while surfing the web?” Liu said.
Over the past three months, she has spent three hours each afternoon hosting a talk show on Fanxing.kugou.com, a top video broadcasting platform.
She sings requests for fans who send her virtual gifts and chats with her audience on a range of topics.
She also tries to encourage and comfort people who write to her about problems they are having at work or at home.
READ MORE: Top of the world: 5 facts about China, the web and its global-leading 668 million online users
Liu said time flew when she was on air but there were awkward moments.
“I am really happy because I have more and more fans and many people send me gifts,” she said. “The headaches are the embarrassingly personal questions that some internet users ask.”
A lot of people wanted to know if she had a boyfriend and others asked obscene questions.
“On the boyfriend question, my answer is: as an anchor, I am always 18 years old and will be single forever. Regarding the second type of question, I joke with them,” Liu said. “We anchors aim to please our audience.”
On the boyfriend question, my answer is: as an anchor, I am always 18 years old and will be single forever
Anchor Liu Dairan
Liu is new to the industry and so earns around 3,000 yuan (HK$3,590) a month from her fans’ purchases of virtual gifts. Revenue from the gifts – which range from cakes, to flowers, villas and luxury cars – are split between the anchors and broadcasting websites.
Hong Kong-listed Tian Ge Interactive has been in the online anchor business for seven years.
Its founder and chief executive Fu Zhengjun attributed the popularity of web anchors to a massive group of urban young people, especially men, who are single and lonely.
“The fans are not poor; they have some money,” he said. “They don’t play online games in their spare time because the games are too difficult. They prefer to interact with web anchors. They get care and love from anchors – at the cost of hundreds of yuan in gifts. Many people say they feel at home.”
READ MORE: How Chinese video sites self-censor everything from stand-up comedians to karaoke singers
Tian Ge Interactive has also launched a service that lets users sing with anchors in front of other viewers. Fu said it had proved especially popular in third and fourth-tier cities where people were more into this kind of entertainment.
Professor Zhou Baohua, from Fudan University’s journalism school, said internet broadcasters had tapped into a social need: people were so busy and pressured that they wanted something to make them feel warm and secure. And technology was putting that within reach.
“Unlike a decade ago or earlier, faster broadband speeds make online broadcasting easier and accessible for ordinary people to be anchors or watch the show,” Zhou said.
They get care and love from anchors – at the cost of hundreds of yuan in gifts
Tian Ge Interactive chief executive Fu Zhengjun
But the business also has its seedier side, with scantily-clad women the main attraction.
Shanghai resident Ni Yue said he spent 2,000 yuan on virtual gifts on broadcasting website Bobo.com over three months last year.
“I found that the sexily dressed anchors usually had more fans,” he said. “Every broadcasting website claims they have rules to curb these porn things, but it’s impossible to monitor every anchor for every minute.”


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Internet

Lonely hearts and lollipops: welcome to the world of China’s internet anchors

Anchor Liu Dairan is working. The big red heart is the virtual gift sent by her fans.

Anchor Liu Dairan spends three hours each afternoon hosting a show online. Her fans repay her with virtual gifts such as big red hearts. Photo: SCMP Pictures

News

China

People & Culture

Hosts on online broadcasting sites are pulling in paying viewers with a cutesy mix of chat and advice for audiences throughout the country 


Lonely hearts and lollipops: welcome to the world of China’s internet anchors

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Hosts on online broadcasting sites are pulling in paying viewers with a cutesy mix of chat and advice for audiences throughout the country

Hosts on online broadcasting sites are pulling in paying viewers with a cutesy mix of chat and advice for audiences throughout the country