The pain of the live broadcast ecology: the anger and helplessness of celebrity anchors
Recently, Simba, a well-known live broadcast big V, once again angrily denounced the Kuaishou platform, threatening to report to the Hong Kong Securities and Futures Commission in real name, accusing Kuaishou of conniving at some anchors to create false traffic and arrange scripts.
This incident once again raised questions about the ecology of the live broadcast industry. Specifically, Simba accused Kuaishou of conniving at anchors such as "Taiyuan Lao Ge" and "Ma Hongtao" to arrange emotional scripts involving him.
He also said that Kuaishou only cared about the 500 million revenue contribution of these anchors, and turned a blind eye to the violations. In fact, this is not the first time Simba has lashed out at Kuaishou.
In March last year, he directly accused the Kuaishou platform of falsifying its popularity and conniving at the anchor's script, and was punished by a 48-hour ban. The contradiction between the two has always existed.
In this regard, Kuaishou has not responded positively so far. But it can be seen from Simba's anger that as the head V, he is deeply helpless and angry at the current situation of the platform's anomie ecological order.
It is true that with the explosive growth of the live broadcast industry in recent years, there are indeed some chaos, such as the traditional live broadcast platform being stigmatized as a "place for talent show".
But at the same time, we must also be soberly aware that the ecological root of the mud and sand lies in the lack of an effective mechanism for the platform to control the quality of content.
On the one hand, the high sharing model of live streaming stimulates anchors to pursue revenue, regardless of content quality; On the other hand, some anchors make profits by arranging false plots and fake traffic.
In this case, there are anchors who do whatever it takes for traffic, and some platforms condone violations for the sake of revenue, and the two sides use each other and hype each other, which will only hurt innocent users in the end.
It can be seen that how to reshape the live broadcast content ecology and ensure the healthy development of anchors and platforms requires all parties to re-examine their own values and restrain themselves from the perspective of interests.
First of all, for anchors, the top priority is to improve their professional ethics and moral self-discipline, cherish their personal reputation, and not degenerate themselves for the sake of temporary traffic and interests.
Secondly, for the platform, it is necessary not only to improve the review and control system, correct violations in a timely manner, but also establish a reasonable sharing system to reduce the motivation of anchors to excessively claim revenue.
Thirdly, for the regulatory authorities, they should also improve regulations and policies, encourage high-quality content, punish violations, and guide the industry to develop in a healthy and orderly direction.
Finally, users should also improve their ability to identify, stay away from headlines and fake marketing content, and support more high-quality anchors and platforms that focus on content quality and word-of-mouth accumulation.
Overall, Simba's accusations against Kuaishou may only expose a few examples of loopholes in the system, but they highlight the systemic imbalance in the live broadcast ecosystem.
In order to achieve long-term and healthy development, the live broadcast industry still needs the joint efforts of the whole industry to reshape the content ecology and restore users' confidence in live broadcast content.