On the afternoon of June 11, the keynote forum of the Internet Summit of the 2019 Shanghai International Film and Television Festival was successfully held. The theme of this forum is "Mission of High-quality, New Voice of Times-Leading and Responsibility of Internet Film and Television", focusing on the innovation and upgrading of the Internet industry in the new era, and providing suggestions for the development of the industry.
Scene of Keynote Forum of Internet Summit
Luo Jianhui, vice-chairman of the China Netcasting Services Association, Wang Wei, inspector of the Shanghai Municipal Administration of Culture and Tourism, Cui Chenghao, deputy secretary of the Party Committee of the Development Research Center of the National Radio and Television Administration and executive deputy editor-in-chief of the Annual Report on Development of China's Audio-visual New Media, Hao Bingquan, director of the Publicity Department of the Standing Committee of Shanghai Putuo District Committee, Wang Jue, deputy district chief of Shanghai Putuo District, Professor Lu Di, director of the Audio-visual Communication Research Center of Peking University as well as distinguished guests from all over the country in the fields of radio and television video, film and television production, investment and financing, and academic research attended the event.
Through keynote speeches, interpretations of reports, list release, round-table dialogues and other rich and colorful forms, guests exchanged ideas and information, and the atmosphere was very warm. The forum also released and interpreted the 2019 "Blue Book of New Audio-visual Media", "2019 Research Report on China's Online Video Quality Products" and "2019 Internet Video Quality Products Ranking List". While sharing the annual results, the participants clearly defined the development orientation and conspired for a better future in combination with industry consensus.
Considering the Overall Situation in Culture Inheritance, "High Quality Development" Becomes Strong Voice
Over the past year, with the scientific management of the competent departments and the collective efforts of colleagues in the industry, the ecology of the internet video industry continues to improve, the scale of the industry has expanded steadily, the industrial chain has become more and more complete, the industrial environment has become more and more optimized, the ability of the audio-visual platform to serve the overall situation has been significantly enhanced, innovative audio-visual quality content has been increasing, and a number of excellent Internet and film and television production institutions have maintained a leading position in the audio-visual field, and have made high-quality development a common pursuit.
Cui Chenghao, deputy secretary of the Party Committee of the Development Research Center of the National Radio and Television Administration and executive deputy editor-in-chief of the Annual Report on Development of China's Audio-visual New Media, released the 2019 "Blue Book of China's New Audio-visual Media" on the site, and summarized the creation of online audio-visual content in the past two years from six levels: First, the online audio-visual publicity has been continuously consolidated and expanded; Second, the Internet audio-visual program service continued to flourish and the industry accelerated to maturity; Third, the high-quality products continues to improve; Fourth, the interaction between Internet and television has been further strengthened; Fifth, technological innovation drives industrial upgrading; Sixth, international cooperation is developing in depth.
According to data in 2018, the number of China's internet video (including short video) users reached 725 million, accounting for 87.5% of the total Internet users; The market scale of the internet audio-visual content industry reached 187.1 billion yuan, up 52.8% year-on-year. Among them, the short video market grew fastest, up 744.7% year-on-year, reaching 46.7 billion yuan. In 2018, with a compound growth rate of 119% in the past three years, China's online video paid membership exceeded 230 million. The proportion of paid content increased year by year, reaching 34.5% in 2018.
"Top Quality List" was officially released and 25 works were shortlisted
According to the satisfying phenomenon of the increasing creation of high-quality Internet videos, the Development Research Center of the National Radio and Television Administration, the Shanghai International Film and Television Festival Center and the Audio-visual Communication Research Center of Peking University launched a special survey and released the 2019 Research Report on China's High-quality Internet Videos. Professor Lu Di, Director of the Audio-visual Communication Research Center of Peking University, shared the results of the report on the spot.
In 2018, with a single budget costing tens of millions, the online movie "lose weight" successfully. In the whole year, 1,526 units were put on line, setting a new record for the distribution of accounts, with an increase of 7909% in four years; a large amount of capital invested in the online variety show, with an investment of 6.8 billion yuan and 162 shows were broadcast throughout the year. The trend of theme subdivision is obvious, which covers ten types of reality shows, such as music reality show, experience reality show, competition reality show, star documentary, idol cultivation, etc. A total of 283 online dramas were broadcasted last year. The number of adapted dramas has increased significantly. Themes such as suspense adventure and teenage romantic are very hot. "Middle-aged" artists such as Qi Wei and Pan Yueming are very popular.
Facing the tightening of the policy year by year, the network audio-visual industry pays more attention to details of management structure and the guidance of values. With the entry of short videos, the continuous deepening of the convergence of Internet and TV, the official arrival of 5G era and the application of VR and other technologies, the era of large-scale internet content, which seeks quality and upgrading experience at great expense, is about to come.
This year, the Internet Summit of Shanghai International Film and Television Festival focused on high-quality works and recommended high-quality works from the three categories of network drama, network variety show and network film in the past year through rigorous analysis and selection.
Among them, the annual high-quality online variety shows are: THE WONDERFUL READ, ALL FOR ONE, PRODUCE 101, ME AND MY AGENT, THIS IS FIGHTING ROBOT, DUNK OF CHINA, U CAN U BIBI (SEASON 5), ADVENTURE LIFE, WHO IS THE MURDER IV, SPACE CHALLENGE; The high-quality online movies of the year include: SNAKES, SOMEWHERE ONLY WE KNOW (EXTRA STORY TRILOGY), SPECIAL FORCES, DADDY, THE GUILT (1-3); The high-quality network dramas of the year include: WHEN WE WERE YOUNG, COUNTRY LOVE 11, EAGLES AND YOUNGSTER, MYSTERY OF ANTIQUES, THE TRADING FLOOR, WOMEN IN BEIJING, SUDDENLY THIS SUMMER, SOMEWHERE ONLY WE KNOW, CANDLE IN THE TOMB: THE WRATH OF TIME and THE GOLDEN EYES.
Two Round Table Dialogue to Condense the Industry Consensus of "Responsibility" and "High-quality"
Since its establishment on the platform of the Shanghai International Film and Television Festival last year, the Internet Summit has played a significant role in helping the industry to maintain stability and develop a long-term future by tracking new trends in the Internet, displaying new content and discussing new means of communication. Among them, the industry dialogue and the exchange of views are even more exciting and practical.
During the first round-table dialogue, Chen Xiao, vice president of iQIYI, Hong Fei, general manager of Content Ecology of Toutiao, Huang Jie, deputy editor-in-chief of Tencent Video, and Li Zhiqian, CFO of Ali Culture Entertainment Group, president of Ali Literature and president of 阿里巴巴 Games, shared the responsibility and mission of each platform.
Chen Xiao said that with the rapid development of the online audio-visual industry, the video platform must seriously shoulder two responsibilities. The first is social responsibility. All content creation should focus on people's cultural needs and social development. The second is the responsibility of the industry to jointly establish a good and orderly ecological environment with various industries. Hong Fei mentioned that Toutiao set up the largest AI review team in China by providing a fair and inclusive mechanism to provide high-quality content creators with more possibilities for realizations, and to promote high-quality content and suppress low-quality content in the case of a large number of content occurrences. Huang Jie introduced a series of innovative attempts such as visual system and interactive video launched by Tencent, and expressed how the platform can provide high-quality products for users through high-quality content, thoughtful products and technology upgrading. Li Zhiqian believed that the responsibility for young people should always be put in the first place. How to make positive energy works popular is the most important thing. At the same time, we should get rid of excessive entertainment, commercialization and flow rate, and use the platform's positive energy to influence the upper, middle and lower reaches of the industry.
The second round-table dialogue focused on the proposition of the development of high-quality Internet film and television products. Ma Zhongjun, founder of Ciwen Media Co., Ltd. and a national first-class screenwriter, believed that the high-quality products must include three elements. The first is the innovation of characters, angles and topics. The second is the quality of script, production and completion. The third is the audience. According to Wu Wenhui, the joint CEO of China Literature, good works should have emotional resonance and bring positive influence to people; Secondly, the vivid personality image and tortuous plot will enrich the works. Ye Ning, vice president and director of H.Brothers Media Co., Ltd., general manager of H.Brothers Film Co., Ltd. and chairman of Huaying Tianxia (Tianjin) Film Distribution Co., Ltd., said that excellent movie creation pursues two kinds of satisfaction, one is the inner satisfaction-the power of emotion and the resonance of human nature; the other is external satisfaction. Movies are expected to create a new world, a world that has never been reached, a world that dreams can reach. It must be a monumental work to be able to complete the above two aspects of films.
We use innovation to win and pay attention to the content. Participants shared the view that high-quality products or hot products must be created on the soil of realism, and that high-quality works are never afraid of no market.