"For live-streaming content requiring a high professional level, anchors should obtain the relevant professional qualification and report their professional qualification to the live-streaming platform, and the platform should review and record the qualification of anchors." Not long ago, the Code of Conduct for Network Anchors was issued, which systematically and comprehensively standardizes the behavior of network anchors, and clearly stipulates the qualifications of professional anchors. This helps to improve the overall quality of the network anchor team and standardize the industry order.
In recent years, the live streaming economy has hit the fast-forward button. From live streaming to online fitness, from content sharing to knowledge popularization, live streaming is rich and varied. From stars to businesses, from professional organizations to ordinary individuals, the background of anchors is increasingly diversified. Statistics show that as of December 2021, the number of users of live streaming in China has reached 703 million, and the total number of network anchor accounts has exceeded 100 million. It should be said that a live broadcast can be carried out only with a mobile phone. "Everyone is an anchor and everything can be broadcast" has gradually become the norm.
In general, the live streaming economy is characterized by low industry threshold and low operating cost. This is one of the reasons for the rapid development of the live broadcast economy, but also brings about problems such as the uneven quality of the host team, the uneven quality of the live broadcast content, and the mixture of true and false information. Especially in some professional fields with knowledge threshold, the qualification of practitioners is not standardized, and it is easy to mislead the public, and even cause to be deceived and suffer losses. For example, "fake" analysts provide guidance on investment and financial management, anchors with unknown qualifications publish medical contents such as disease prevention, diagnosis, treatment and medication, and people without lawyer practice certificates broadcast live to solicit business... All this will lead to "bad money driving out good money", which will bring hidden dangers to the long-term healthy development of the live streaming economy.
Nothing can be accomplished without rules. The more development of live broadcasting, the more the standard should keep pace with, especially professional live broadcasting should do a good job of "quality control". Over the past period of time, the regulatory authorities have continued to make strong efforts to clean up and rectify undesirable live broadcast content, and achieved remarkable results. It should also be noted that anchors are one of the most critical factors in the live broadcasting industry. Set into the line threshold, had screening mechanism, ability to improve the level of employment. The quality of live broadcasting can only be improved if the quality of anchors is improved. This is the significance of the Code of Conduct for Network Anchors, which directly sets the bottom line and red line for practitioners of live broadcasting and imposes requirements on the qualifications of anchors in professional fields such as medical and health, finance and economics, law and education.
Setting the threshold for professional fields and allowing professionals to answer professional questions is an important way to further standardize the economy of live broadcast and optimize the content of live broadcast. It also expands the space for more people with expertise and expertise. Only when network anchors hold themselves in awe, strengthen self-discipline and improve their quality, and live broadcast platforms earnestly fulfill their qualification audit obligations, can live broadcast steadily go far.