Beijing Bureau: Comprehensive implementation

Author:Radio and Television Review Time:2022.07.12

Recently, the Beijing Radio and Television Bureau held a special seminar to invite relevant responsible comrades such as industry authorities, key online audiovisual platforms, MCN institutions, industry associations, and online anchors to conduct in -depth exchanges on how to implement the "Code of Code of Conduct of Network anchors". Consult the road to strengthen the construction and management of network anchors, and promote the high -quality development of network live broadcast.

Author: Gao Xing

Unit: Development Research Center of the State Administration of Radio, Film and Television

Source: National Radio and Television Think Tank

In June of this year, the State Administration of Radio, Film and Television and Cultural Tourism jointly released the "Code for Conduct of the Internet anchor" (hereinafter referred to as the "Specifications") to further strengthen the management of the online live broadcast industry. The original clear source and wind and righteousness to promote the ecology of the online live broadcast industry. After the "Specifications" was promulgated, the Beijing Municipal Radio and Television Bureau attached great importance to focusing on comprehensively implementing the "Specifications", promoting special investigations, organizing special discussions, deployment of implementation measures, and striving to promote the orderly and healthy development of the online live broadcast industry with the "first good standard".

Comprehensively implement policies and coordinated efforts to improve the management level of network anchor with the "Specifications"

Industry competent departments strengthen the systematic synergy of policy implementation. The person in charge of the Personnel Department of the State Administration of Radio, Film and Television and the Department of Internet Audiovisual Division emphasized that the implementation of the "Specifications" is an important part of implementing the requirements of comprehensive governance and deployment in the field of central entertainment. In terms of cooperation, in -depth implementation of the "Specifications", from improving political standing, strengthening political leadership, promoting the main theme, spreading positive energy, adhering to social responsibility, creating a breeze and righteousness Work again.

The territorial management department should grasp the implementation of the "Specifications" according to local conditions. The main person in charge of the Beijing Municipal Radio and Television Bureau put forward three requirements for further promoting the high -quality development of Beijing's online live broadcast format and improving the level of network anchor management: First, pay attention to "combination boxing", strictly implement the four parties responsibilities, and jointly build the network live broadcast together Security bottom line; the second is to pay attention to hard work, enhance the literacy of the anchor, and create the brightest landscape line for network live broadcasts; the third is to pay attention to the "first good standard" and establish the highest line of network anchor management. The relevant person in charge of the Beijing Municipal Bureau of Commerce also proposed that it will build a "one package, one package, two libraries, two systems and two mechanisms", that is, entrust the Beijing Electronic Commerce Association to formulate and improve the policy package to promote the healthy development of the live broadcast e -commerce, and further enrich and enrich and enrich and enrich and enrich and further. Improve professional platforms for cooperation and exchanges of all parties, establish a list of key units of live e -commerce, promote key project libraries for the development of live e -commerce industry, establish a standardized assessment system for live e -commerce specifications, improve the statistical system of live broadcast e -commerce, establish a statistical system for live e -commerce, establish a statistical system for live broadcasting e -commerce, establish a statistical system for live broadcasting e -commerce, establish a statistical system for live broadcasting e -commerce, establish a statistical system for live e -commerce, The coordination and coordination mechanism, improve the propaganda guidance mechanism, and further improve the standard development system for the development of live e -commerce.

Compact responsibility, strengthen supply, and promote the iterative upgrade of the industry with the "Specifications"

Douyin, Kuaishou, Oriental Selection, Flower House Group, Worry -free Media and other platform institutions such as the construction of internal system construction, compacting the main responsibilities, and special training on the meeting were reported. Practice and next plan.

The first is to further strengthen the main responsibility of the platform and the MCN institution. Each platform must comprehensively clean up various illegal live broadcasts in accordance with regulations, strengthen the construction of internal systems, and strengthen the management of illegal behavior. Real information, manufacturing community contradictions, etc., and conduct 7*24 -hour comprehensive full -time content monitoring. Kuaishou will further implement the main responsibility on the anchor side. The anchor who has a serious nature and repeatedly teach the anchor will be named and incorporated into the blacklist. For illegal artists who have lost their virtue The live broadcast agency strictly follows the "Live Organization Agreement Agreement" signed with the platform to implement various management systems such as account registration certification, content release, business promotion, and anchor recruitment training. Irregularities. Huafang Group updated the community management conventions, management specifications, and green live civilization conventions of its peppercorns live broadcast in a timely manner to update the background management system and system. , Red and yellow warning management, emergency response mechanism, etc., to ensure that the internal management system and specifications are consistent with the newly released norms.

The second is to further strengthen the supply of high -quality content. The current live broadcast content is in the direction of vertical subdivision type, knowledge anchor incubation, focusing on humanistic literacy and aesthetic literacy. Therefore, the network live broadcast industry should accelerate iterative upgrades and promote the professionalization of the professionalization of anchors and the content of the live broadcast content. Oriental selection, which is transformed by the education industry, proposed that combined with the personal skills and characteristics of teachers and anchors, through the spread of knowledge and culture, to form a knowledge -based goods, knowledge -based live broadcast, etc., the knowledge expansion material of the goods with goods is reflected in the live broadcast content, and passed through it and passed through The anchor, director team and director teams have cleared up to ensure accurate content and correct values. The MCN incubation agency Wuyou Media's effort content training system construction, combined with the types and characteristics of the anchor content and characteristics, provide online video and live training courses. Wait, and the training at the opposite side of the organization line and leveling to improve the professional ability of the network anchor and present better live broadcast content to the audience. Strengthen training, strengthen self -discipline, and improve the overall quality of the network anchor team with the "Specifications"

In recent years, many ministries and commissions have issued a series of documents that regulate live live broadcasts, focusing on building a governance system for the entire subject, full process, and comprehensive supervision of platforms, MCN institutions, network anchors, etc., and through law, system governance, comprehensive governance in accordance with law, system governance, comprehensive governance in accordance with law, systematic governance, comprehensive governance Promote the content of the network live broadcast industry is more healthy, market competition is more orderly, and the professional development path of the network anchor is clearer.

The first is to carry out special training. The key audio -visual platforms have strengthened the construction of network anchors and brokerage agencies. Douyin provides an online training to the anchor on the live broadcast platform, and does the anchor guidance work from the aspects of basic operations, activity participation, ability improvement, etc., and promotes the in -depth, systematic, and scale of live broadcast training. Huafang Group conducts policies and training on MCN and anchors of its peppercorn live MCN, and regularly conducts platform management specifications and live content orientation training guidance for the signing anchor. Wuyou Media continues to organize employees to learn the latest industry supervision policies from the enterprise level, continuously improve the training system for the training system of the broker, and improve the training mechanism of anchors and regulations, professional ethics, and professional ability.

The second is to improve the self -discipline of online anchors in accordance with regulations. Douyin's "Eastern Selection" anchor Dong Yuhui combined with the study and implementation of the "Specifications", explaining the mentality and responsibility of changing from teaching Pei to a farmer anchor, and will effectively enhance the connotation of live broadcast content and spread outstanding cultural knowledge; call for rational consumption to prevent exaggeration and misleading; Transfer the correct values and continuously improve your skills. Song Kongwen, who successfully transformed from the host of the TV station to the anchor of the fast -handed, combined with the experience of traditional media, will strictly require himself in accordance with the "Specifications", to eliminate the "knowledge gap" in the form of live broadcast, and tell the story of Chinese stories.

The third is to play a good role in self -education and self -discipline of the industry association. The Beijing Internet Audiovisual Program Service Association brings together a large number of online audiovisual platforms and MCN institutions, covering a variety of live broadcast formats such as e -commerce live broadcasts, show live broadcasts, and vertical live broadcasts. In the future, it will be based on existing short video live broadcast and MCN professional committees to further improve industry specifications With the self -discipline convention, improve the network anchor credit evaluation system, improve the platform and anchor constraint mechanism, actively carry out moral evaluation, build a valid complaint reporting platform, and jointly resist the anchor's loss of morality. Management means to empower the upstream and downstream of the webcast, and help the cooperation and stable development of the network live broadcast platform and the MCN enterprise. The Beijing Network Culture Association will also continue to carry out systematic professional training of network anchors, timely preach industry specifications such as online anchor behavior specifications, improve the political consciousness, media literacy and professional capabilities of network anchors, and lead the healthy development of the online audiovisual industry with Mingde self -discipline.

&& Life and see the times, these episodes are full of "sense of age"