**People’s Daily Commentary: Are virtual anchors coming to grab a “job”?**
Recently, a virtual anchor conducted a live broadcast on the Internet. In 1.7 hours, nearly 40,000 people paid, more than 50,000 people interacted, and the revenue exceeded one million yuan. How can a virtual anchor achieve an hourly salary of one million? Today, let’s talk about this.
In recent years, in addition to Internet celebrity anchors, virtual anchors, especially virtual anchors with goods, have begun to “snatch the beach”. With the blessing of big data analysis and simulation technology, they show carefully crafted “faces” and designed characters. From a technical point of view, virtual anchors can be divided into “human-driven” and “computing-driven”. For example, this virtual anchor with an hourly salary of one million is composed of a virtual “two-dimensional appearance” and a real anchor. The real person is also known as “the person in the middle”, and there is no doubt that he or she is really communicating with netizens. Gorgeous animation images, delicate character settings, high-quality voice lines, and superb interactive skills have become the only way for such virtual anchors to attract popularity.
The emergence of virtual anchors is not accidental. In essence, such a virtual anchor can be said to be a kind of idol economy. The appearance of the “visual department”, the character design with good singing and dancing, etc., all illustrate this point. The emergence of virtual anchors has a similar social and psychological mechanism to the emergence of idols and fans. The audience in front of the screen has the needs of spiritual companionship and value realization, and the virtual anchor on the screen is accompanied by full interaction while showing his unique personal appeal, and to a large extent has become a self-projection of the audience.
In addition to technical optimization and human design, there are also innovations in its business philosophy and model. Compared with the “uncertainty” of real anchors, virtual anchors greatly improve the stability of anchors, reduce the risk of “collapse” and disputes over contracts and interests. Compared with real anchors, virtual anchors can even achieve 7*24 hours of continuous online live broadcast, and then through the built-in knowledge base Q&A system and binding brand marketing techniques, a computer can achieve stable and efficient content output.
From the current point of view, although there are many virtual anchors who have made a name for themselves, live broadcasts are still more advantageous in terms of transaction volume and share. This is actually not difficult to understand. The live broadcast has a strong social attribute. The micro-expressions, strong emotions, and the sense of trust brought by the live broadcast of live broadcasters are difficult for virtual broadcasters to achieve. From this point of view, it is still too early to judge that the virtual anchor will steal the “job” of the Internet celebrity anchor.
From a perspective, virtual anchors can be not only a “business model”, nor an “idol economy”, but have more possibilities for development. In fact, virtual anchors are just one type of “virtual digital people”. In recent years, the “virtual announcer” introduced by many media can also be said to be a type of virtual digital human. With the development of underlying technologies such as computer graphics, speech synthesis technology, deep learning, brain-inspired science, and computational linguistics, virtual digital humans will surely become more and more complete. Looking to the future, virtual digital people may also be able to acquire the identities of virtual customer service, virtual teacher, virtual psychological consultant, virtual hospice, and virtual companion assistant. Moreover, when the design concept of the metaverse continues to improve and technological bottlenecks continue to break through, will there be more space for virtual digital human technology, and every real person may have a “done” of virtual digital human? Such conjectures are undoubtedly quite intriguing.
In any case, from virtual anchors to virtual digital people, a new blue ocean is opening up. The “Virtual Digital Human Depth Industry Report” shows that by 2030, the overall market size of my country’s virtual digital human will reach 270 billion. However, under the strong market demand and scale, there are also practical embarrassments in the virtual human and virtual anchor industry, such as the “28 laws”, the unclear monetization model, and burning money to earn shouting. When technology is no longer an obstacle, how can we find our own characteristics and forge our own “blood-making” ability from the “stones of other mountains”? Facing the trend of the market, only by identifying the needs, positioning, and focusing on high-quality interactive experience, can the related industries walk out of their own world.
This is exactly:
The hourly salary of millions is eye-catching, and the real and virtual front-line room;
Identify the advantages and make up for the shortcomings, and go straight to the “cloud” to break the circle.
https://finance.sina.com.cn/tech/2022-05-11/doc-imcwiwst6877915.shtml