Future health | New regulations landing, professional network anchors need to "hold a certificate"

Future Network, Beijing, July 16th (Reporter Li Bin) Recently, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Standards for Conduct of Network anchors" (hereinafter referred to as "specifications"). The specifications are clearly required. For live broadcast content of high 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. Record.

Once this specification is launched, it has quickly attracted close attention in the market. What impact will it affect the industry on the "holding of the certificate" proposed by professional network anchors in the future? What is the current industry situation? What impacts will this provision have on the anchor industry and platform review?

Picture source: Screenshot of the official website of the State Administration of Radio and Television

Professional anchors may not be "professional". The live broadcast market needs to be rectified

Under the epidemic, the fitness boom of home lives has set off. Liu Genghong has won a large number of fans with the scientific fitness course with aerobic and anaerobic combination with the "Compendium of Materia Medica"; Bring goods anchor. Netizens shouted, "Liu Genghong has Liu Genghong, Dong Yuhui with goods, and the live broadcast industry is getting too much."

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.

A few days ago, in the future, we have produced a special report that can swallow children toothpaste. "Future Health |" "" Evrian "toothpaste on Little Red Book and Douyin is" Top Wind "(https://mp.weixin.qq.com/s/s/s/s/s/s/s/s/s/s /7-vygtJoware87GH2U3Z1A). The report pointed out that after the state clearly required that it is not possible to use vocabulary such as "swallowing" to promote children's cosmetics, multiple e -commerce platforms still have a variety of similar products on sale, and many health anchors bring goods to promote "swallowing" toothpaste. Lack of the most basic health knowledge.

It is worth noting that the above situation is not a case. A few days ago, the content of the media broke the content of the media that a live broadcast platform had an anchor wearing a white coat, claiming that the mask was poisonous, and it was necessary to "shake and shake" to use it, but it does not show that his true identity. Rumors; in 2017, some netizens broke the news that a hospital in Taiyuan was employed to answer the patient's question in the live broadcast of the live broadcast due to hiring "anchors" and then took the guests to the hospital for treatment.

Mr. Zhang, chief physician of a three -level hospital, said in an interview with Future Network reporters, "At present, many anchors on the Internet claim to be a medical industry are very misleading."

"Many of the online anchors may be private outpatient doctors, nurses, or salespersons, or even external personnel hired by (medical institutions)." Mr. Zhang added.

Short video practitioners Zhao Ruyue (pseudonym) said in an interview with reporters that many Internet celebrity brokerage companies will "hatch" accounts in the way of "Guang Sa.com", one of which is to buy off the "cultivation" directly, and part of the part is part of the part, and part of the part is part of the part. Concentrated operations and the anchor of the appearance of the anchor to create a "person", and this "human settings" can be a professional practitioner such as medical care, law, education, finance and other professional practitioners. "The company behind only recognizes traffic, and healing the‘ human setting ’really does n’t care at all, as long as there is a traffic." Zhao Ruyue said.

Expert: The live broadcast industry will usher in a new "shuffle period"

On June 22, the Ministry of Radio and Television and the Ministry of Culture and Tourism jointly formulated the "Specifications for the Conduct of Internet anchors". Article 13 stipulates 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.

The reporter browsed short video platforms such as fast hands and Douyin, and found that the corresponding personal certification interface has been launched on the professional qualification certification entrance, which involves medical health, finance, lawyers, etc. The anchor "Medical Road to Metasticon" with 2.138 million fans in Douyin, and the certification information is the emergency surgeon of the Miyun Hospital of Peking University First Hospital.

"The" Specification "puts forward clear requirements for the live broadcast content that requires a higher professional level." Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, believes that the live broadcast platform needs to verify the identity of the network anchor and ensure that the anchor "holds the certificate on the job". It is conducive to creating more high -level content and promoting the healthy and orderly development of the anchor industry.

Wu Shen Kuo, assistant to the dean of the Internet Development Research Institute of Beijing Normal University and deputy director of the Research Center of the China Internet Association, believes that the release of the "Specification" provides a regular orientation for standardizing anchor business behavior.The prominent practice feasibility has built a complete standardized system for the establishment of an anchor's access qualifications and business responsibilities.On the other hand, the clarity of the standardized business and behavioral specifications of the anchor will help further improve the network live broadcast ecology and provide sustainable rules for the development of the live broadcast industry on the basis of ensuring legality and ethics.Zhang Chen, an analyst at the Internet industry, believes that in recent years, the live broadcast industry has developed rapidly, and the quality of online anchors is uneven. The confusion of the public trials caused by professional qualifications has occurred.The industry will attract a new shuffling, putting forward new clear requirements for the anchors and platforms.

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