Expert: Video Live Barbarian Growth Era over the end

"Specifications for the Behavior of the Internet" Speaking of 31 behaviors "No" experts: live video of the barbaric growth era ends

Virtual anchors synthesized by artificial intelligence technology are included in the scope of reference implementation

On the afternoon of June 22, the General Administration of Radio and Television and the Ministry of Culture and Tourism jointly released the "Code of Conduct of the Conduct" (hereinafter referred to as the "Specifications"). There are eighteen "Standards", which clarifies 31 behaviors that online anchors must not appear in the process of providing online performances and audiovisual programs.

The "Specifications" proposes that online anchors should consciously strengthen their learning and master the knowledge and skills necessary for anchor work. For live broadcast content that requires higher professional levels (such as medical, financial, finance, law, and education), the anchors should obtain the corresponding practice qualifications, and conduct practice qualifications to the live broadcast platform. The live broadcast platform should conduct qualification review and filing of the anchor.

In this regard, an analyst at the brokerage industry said to the reporter of the Securities Daily: "Professional anchor 'holding a certificate" puts forward higher requirements for the live broadcast platform, taking station B (Bilibili) as an example. The number of platforms in the platform is active, and the number of main (anchors) is as high as 3.8 million. The knowledge zone is also one of the top five content categories of its most popular users. It's a big test. "

Affected by the above news, on the afternoon of June 22, the stock price of the stock price of online live concepts such as Bilibili-SW, Kuaishou fell, as of the closing section's shares of the market fell to varying degrees.

End of the era of barbaric growth

Since 2016, China's online live broadcast industry has undergone a period of rapid development and has gradually matured. The video team has shown a centralized and professional trend. Ai Media Consultation data shows that the number of Chinese MCN institutions in 2021 exceeds 30,000, and it is expected to exceed 47,000 by 2023.

In this context, the "Specifications" put forward more specific requirements for video platforms and MCN agencies.

The "Specifications" require that online performances, online audiovisual platforms and brokerage agencies must strictly fulfill their legal duties and obligations and implement their main responsibilities. According to the standards of these actions, strengthen the education and training, daily management and standard guidance of online anchors. Establish and improve internal institutional specifications such as network anchors, training, daily management, business scoring files, and "red and yellow cards" management. Web anchors who are in line with good and exemplars to observe the standards of good and model are incentives; network anchors who have violated behaviors must strengthen warnings and constraints.

So, what kind of treatment will it be dealt with if the online anchor will be illegal?

The person in charge of the Personnel Department of the State Administration of Radio and Television said that online anchors who have serious nature, multiple problems, and repeatedly teach should be banned, and relevant network anchors will be included in the "blacklist" or "warning list". Replace the platform and other forms again. Criminal responsibilities are investigated in accordance with the law for network anchors that constitute crimes. The illegal losing artists shall not provide public performances and vocalization opportunities to prevent the transfer of the transfer position. The Internet anchors who are related to the industry associations on illegal and illegal, morals and losses, and harsh social impacts must be announced on a regular basis.

"Since the development of China's video live broadcast industry, the main business model has been broadcast from game live broadcast, show live broadcast to live broadcast. After taking some detours, it has achieved some results. After the industry mature Guide, false propaganda, etc. In this context, the introduction of the "Specifications" provides guidelines and standards for the industry, which is conducive to further development of the industry. "Ai Media Consulting CEO Zhang Yi told the Securities Daily reporter that this also indicates that this also indicates that The era of brutal growth of live video has ended, and it will be the stage of high -quality development and healthy development in the future.

There are already UP master preparations for verification

The "Specification" was introduced, and the positioning of "network anchors" was clear. The person in charge of the Personnel Department of the State Administration of Radio and Television said that the "network anchor" in the "Specifications" refers to anchors who provide online performances and audiovisual programs through the Internet, including live broadcasts on online platforms, real -time communication and interaction with users, and uploading pronunciation above. Video programs are out of appearance and other people. In addition, combined with the current new technology development, the "Specifications" will also use virtual anchors synthesized by artificial intelligence technology to the scope of reference.

In addition, for the first time in the "Specifications", the anchor should obtain the corresponding practice qualification for the live broadcast content that requires a higher professional level, and conducts a practice qualification report to the live broadcast platform. The live broadcast platform should conduct qualification review and filing of the anchor.

A financial UP owner ranked in the top 50 of the B -station knowledge zone told the Securities Daily: "I am already preparing to apply for a securities qualification certificate and fund practitioner qualification certificate."

However, the reporter noticed that on the platforms such as Douyin and Kuaishou, professional qualification certification has been launched before, involving occupations cover doctors and lawyers. For example, the "reproductive road doctor" with 1.295 million fans in Kuaishou, the official certification information is the director of the obstetrics and gynecology department of Zhengzhou People's Hospital.

It is reported that on the fast -moving platform, educational researchers need to provide academician card/teacher qualification certificate and work card/title certificate on the basis of real -name certification; Screenshots of the official website of Health and Health Commission within one month, "Fast Health Personal Certification Agreement", screenshots of the official website of the hospital; lawyers need to provide lawyer qualification certificates, on -the -job certificates, screenshots of the official website of the judicial bureau on the basis of real -name certification.

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