Our reporter Xie Ruolin
On the afternoon of June 22, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Code of Conduct for Online Hosts" (hereinafter referred to as the "Code").
There are 18 articles in the "Specification", which specify 31 kinds of behaviors that network anchors are not allowed to perform in the process of providing online performances and audio-visual program services.
The "Specifications" propose that network anchors should consciously strengthen their studies and master the knowledge and skills necessary to engage in the work of anchors.
For live broadcast content that requires a high level of professionalism (such as medical and health care, finance, law, education), the anchor should obtain the corresponding practice qualifications, and report the practice qualification to the live broadcast platform, and the live broadcast platform should conduct qualification review and recordation for the anchor.
In this regard, a brokerage industry analyst told the "Securities Daily" reporter: "Professional anchors have higher requirements for the live broadcast platform. Take station B (Bilibili) as an example. The monthly average number of active UP hosts (hosts) on the platform is as high as 3.8 million, and the knowledge area is also one of the top five content categories that are most popular with users. How to implement the "Specification" while ensuring an adequate supply of high-level professional content, will It's a big test."
Affected by the above news, on the afternoon of June 22, the stock prices of Bilibili-SW, Kuaishou and other online live broadcast concept stocks fell, and as of the close, all stocks in the sector fell to varying degrees.
The end of the barbaric era
Since 2016, China's online live broadcast industry has experienced a period of rapid development, and now it has gradually matured, and the video team has shown a trend of concentration and professionalism.
According to iiMedia Research, the number of MCN institutions in China will exceed 30,000 in 2021, 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 institutions.
The "Specifications" require that online performances, online audio-visual platforms and brokerage agencies must strictly perform their statutory duties and obligations and implement their main responsibilities.
According to this code of conduct, strengthen the education and training, daily management and normative guidance of network anchors.
Establish and improve internal systems and norms for online anchors' entry, training, daily management, business scoring files, and "red and yellow card" management.
Positive incentives shall be given to online hosts who are positive and good, and who model and abide by the code of conduct; for online hosts who have violated the rules, warnings and restraints shall be strengthened.
So, what will happen if the network anchor violates the rules?
The person in charge of the Personnel Department of the State Administration of Radio and Television stated that for online anchors with serious problems, repeated problems, and repeated admonitions, their accounts should be banned, and the relevant online anchors should be included in the "blacklist" or "warning list". It will be broadcast again by changing platforms and other forms.
For network anchors who constitute a crime, criminal responsibility shall be investigated according to law.
Artists who violate the law and violate morality shall not be provided with the opportunity to publicly perform literary and artistic performances or make sound appearances, so as to prevent them from relocating and making a comeback.
Relevant industry associations should regularly announce online anchors who violate laws and regulations, violate morality, and cause bad social impact.
"The development of China's live video industry so far, the main business models have gone from game live broadcast, show live broadcast to live broadcast with goods. It has taken some detours and achieved some results. After the industry matures, it has indeed exposed some problems, such as tax evasion and abnormal aesthetics. Orientation, false propaganda, etc. In this context, the introduction of the "Specification" provides guidelines and standards for the industry, which is conducive to the further development of the industry." Zhang Yi, CEO of iiMedia Research, told the "Securities Daily" reporter, which also indicates that , the era of the barbaric growth of live video broadcasting has ended, and the future will be a stage of high-quality development and healthy development.
Existing UP master preparation certificate
With the introduction of the "Specifications", the positioning of "network anchors" has been clarified.
The person in charge of the Personnel Department of the State Administration of Radio and Television stated that the "Internet anchors" in the "Specifications" refer to the anchors who provide online performances and audio-visual program services through the Internet, including live broadcasts on online platforms, real-time exchanges and interactions with users, and more. Video program form voice appearance and other personnel.
In addition, in combination with the current development of new technologies, the "Specifications" also include virtual anchors synthesized by artificial intelligence technology into the scope of reference implementation.
In addition, for the first time in the "Specifications", it is clarified that for live broadcast content that requires a higher professional level, the anchor should obtain the corresponding practice qualifications and report the practice qualification to the live broadcast platform, and the live broadcast platform should conduct qualification review and recordation of the anchor.
A top 50 financial UP owner in the knowledge area of station B told the "Securities Daily" reporter: "I am already preparing to apply for the securities qualification certificate and fund qualification certificate."
However, the reporter noticed that on platforms such as Douyin and Kuaishou, professional qualification certification has been launched before, involving occupations such as doctors and lawyers.
For example, "Doctor Lu of Reproductive Department", which has 1.295 million followers in Kuaishou, is officially certified as the director of the Obstetrics and Gynecology Department of Zhengzhou People's Hospital.
It is reported that on the Kuaishou platform, education and scientific research personnel need to provide academician certificate/teacher qualification certificate and job card/title certificate on the basis of real-name certification; doctor certification needs to provide physician practice certificate, on-the-job-related certificate, etc. on the basis of real-name certification. Screenshots of the official website of the National Health Commission within one month, the "Kuishou Health Personal Certification Agreement", and the screenshots of the official website of the hospital. Lawyers need to provide lawyers' practice qualification certificates, in-service certificates, and screenshots of the official website of the Justice Bureau on the basis of real-name certification.
"Mainstream video is divided into two parts at the content control level: professional professional anchors and spontaneous professional anchors. For professional professional anchors, such as lawyers and doctors, the platform will set up a special shooting and editing professional team, such as in designated hospitals. Doctors certify and provide post-production and guidance services, and they are more strictly controlled in terms of compliance." A person in charge of content creation on a head platform told reporters.
(Securities Daily)