The new rules of the "holding the certificate" landed, standardized professional network live broadcast

Recently, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Specifications for the Conduct of Internet anchor". Among them, the requirements for professional anchors to obtain corresponding practice qualifications have attracted attention.

This behavior is clearly standardized. For live broadcast content that requires higher professional levels (such as medical care, financial finance, law, education), the anchors should obtain the corresponding practice qualifications and conduct qualifications to the live broadcast platform. And record.

What is the current situation of professional anchors? What impact does this provision have on anchors, platforms and industries?

Why do professional anchors need to "hold a certificate"?

In the past few years, the online live broadcast industry has grown rapidly. The 49th "Statistical Report of the China Internet Development Status" released by the China Internet Information Center in February this year shows that as of December last year, the number of online live users in my country reached 703 million, accounting for 68.2%of the overall netizens.

At the same time, the uneven anchor team and the quality information of the quality of the industry have also brought hidden concerns to the industry order and long -term development. Among them, the content of law, finance, and medical care is directly related to the public cognition and individual safety because it is close to the people's livelihood.

Lawyer Deng Pei, a partner of Beijing Huatai Law Firm, introduced that some non -professional legal persons have opened accounts to make mistakes in the interpretation of legal content, causing the public's deviation of the legal understanding of the law. "The surgery industry has special attacks, and professionals are more convincing." She believes that the legal anchor "holding a certificate" can effectively avoid misunderstanding and dissemination of professional information and the spread of illegal information.

The reporter searched for the keywords of "Finance" on a platform. Most of the top users are in the number of personal accounts and corporate accounts with certification logo. However, there are also some without authentication accounts for investment and financial content live broadcast.

According to industry insiders, some individuals or institutions will be pretended to be professional on some platforms to conduct illegal activities such as induced transactions, illegal recommendations, and even fraud.

A doctor of a public three -level hospital in Beijing told reporters that some online anchors who carried out false propaganda may be private outpatient doctors, nurses, or salespersons.

The person in charge of the Personnel Department of the State Administration of Radio and Television stated that the purpose of this behavior specification is to guide network anchors to regulate the behavior, strengthen social responsibilities, and establish a good image; standardize the introduction of the overall quality of the network anchor team, the chaos of the industry, regulate the regulations, regulate The industry order promotes the sustainable and healthy development of the network performance and the Internet audiovisual industry.

How to supervise the platform?

The reporter's investigation found that some large platforms have related requirements for professional certification.

Douyin stipulates that financial practitioners need to meet the conditions of "securities, funds, futures, trusts and other ordinary practitioners (regulatory filing)", and provide materials such as the filing of the official website of the self -discipline supervision organization and the qualification number of the practice qualification number. The practice lawyer must provide the homepage of the lawyer's practice certificate issued by the territorial administrative department and this year's assessment filing page.

Kuaishou requires that in addition to ID information, lawyers need to provide a lawyer's professional qualification certificate, on -the -job certificate, etc.; Investment managers must provide working certificates and employment qualification certificates; doctors must provide physician practice certificate, physician qualification certificate, and relevant certificate of job; teachers need to need Provide teacher qualification certificates, on -the -job certificates, etc.

The WeChat video number team said that the platform requires the required level of professional level (such as medical, financial finance, law, education, etc.) to complete the certification and provide relevant qualification certificates. , Broken live broadcast, restriction recommendation, deduction of credit points. In addition, the platform will strengthen live broadcast content management in combination with user reports and platform inspections.

Deng Pei believes that behavioral specifications provide preliminary guidance for online anchors. During the implementation, it is recommended that the online live broadcast platform better play the role of review and filing, and establish a mechanism -based verification channel with other official certification platforms to prevent the anchor's qualification materials from falsifying fakes.

Future influence?

Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, believes that in real life, practitioners in the fields of finance, medical care, education, and law need to obtain relevant qualifications, as well as on the Internet platform. The improvement of the threshold will filter out some "counterfeit" anchors to strengthen the practitioners' red line consciousness.

Chang Xiaochen, a practitioner in the short video industry, said that some Internet celebrity brokerage companies will focus on "cultivating" and "incubation" a number of laws, education, and medical accounts, and some of them are cooperating with real people, and part of them are fully operated by agency. This regulation requires the anchor to obtain the corresponding practice qualifications and report on the platform, which will affect the brokerage company with a "raising" behavior to a certain extent.

On January 12, Chengdu: The Internet "anchor" competed on the same stage to welcome the New Year. Xinhua News Agency reporter Jiang Hongjing Photo

"At present, the user aesthetics is increasing, and higher requirements for the personality, accumulation and professionalism of the anchor's personality. After years of baptism, users and industries have reached a critical stage of transformation and upgrading." It is believed that the content market may usher in a professional upgrade to enter a more standardized track.

Cui Lili, executive director of the Institute of Electronic Commerce of Shanghai University of Finance and Economics, believes that this regulation further emphasizes the professionalism of voicing in important areas involving people's livelihood, and generally conducive to the quality upgrade of content.

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