On November 19-22, the first China (Beijing) International Audiovisual Conference with the theme of "Audiovisual Changes Life, Culture Leads the Future" was held in Beijing. A total of 11 themed exhibition areas were set up for the offline exhibition of this conference, and the content of the exhibition highlighted the innovative applications of content, technology and business formats in the audio-visual field. At the same time, there will be more than 30 professional forum activities, and nearly 300 experts and scholars will exchange experiences on the high-quality development of the audiovisual industry. On the 19th, at the first forum of the conference, "Beijing New Audiovisual Annual Summit", guests from all parties shared their views on the development and reform of the audiovisual industry. Streaming Media Network compiled some of the topics and opinions for the industry's reference.
General Manager of China Radio and Television Network Co., Ltd. Lv Jianjie
-"Integration and Start, Opportunities and Challenges in the Audiovisual Field in the New Era"
Lv Jianjie shared the development goal of China Radio and Television's "wired + wireless + content" trinity.
For wireline, local services are "unified planning and operated by province." Based on the original stock business and resources of each province, continuously improves the user's localized service level, and develops localized and agile operations; it focuses on local cable TV services, local broadband access services, and local government and enterprise group customer services.
For wireless, the nationwide business "unified planning and unified operation". conducts unified planning and unified operation of nationwide and core strategic businesses under the "one network in the country"; builds a 5G network with radio and television characteristics to realize the integrated development of "one network in the country" and 5G; seize the opportunity of 5G broadcasting development and seize Industrial highlands.
In terms of content, the base business "unified planning, base operation". gradually consolidates the advantages of broadcasting and television distinctive content; based on the development idea of "one province, one characteristic, each province has its own characteristics", it establishes content "bases" in local areas: relying on the resource endowment conditions of each province, pooling resources of the entire industry, and developing vertical operations for the national market.
Lu Jianjie also shared China Radio and Television’s vision: to build a globally competitive platform-based enterprise that integrates media, information and technology, and become an innovation-driven, market vigorous national-level new basic network service provider and a leading digital life service provider Operators and smart broadcasting network operators.
Party Secretary and Director of the Beijing Municipal Radio and Television Bureau Yang Shuo
-"Strive to Promote the High-quality Development of Beijing's New Audiovisual Industry"
Yang Shuo shared some inspirations from Beijing's new audiovisual innovation practice.
1, Fully promote the construction of smart radio and television , such as formulating a three-year action plan for smart radio and television, which is the first time that smart radio and television is written into the work report of the Beijing Municipal Government, identified the first batch of municipal-level smart radio and television key laboratories, and established a special fund of 30 million yuan Wait.
2, accelerate the layout of the 5G+8K+ high-tech video industry , such as the compilation of Beijing’s new audio-visual 5G+8K industry map, the release of Beijing’s new audio-visual key scenes, the promotion of the establishment of 5G+8K special funds and the Beijing-Tianjin-Hebei new audio-visual development fund, the construction of ultra-high-definition television technology research and Application laboratory, etc.
3, further promote the integrated development of broadcast and television media , such as the establishment of China (Beijing-Tianjin-Hebei) Broadcasting and Television Media Convergence Development Innovation Center.
4, Do a good job in the creation and production of audio-visual cultural products , strengthen the production and guidance of audio-visual products creation planning, make good use of the Beijing radio and television and network audio-visual development funds, mobilize the role of network audio-visual platforms, and make excellent audio-visual works continue to emerge.
5, Beijing radio and television and network audio-visual overall show a trend of integrated development and rising against the market.
6, Beijing radio and television and network audio-visual have dual attributes of business and industry.
Yang Shuo emphasized that it is necessary to integrate radio, television and network audio-visual, create Beijing's new audio-visual, and do a good job in the big article of capital culture.
Gong Yu, founder and CEO of iQiyi
-"High-quality film and television works and technological innovation build a better life"
Gong Yu first emphasized that the current audience needs more high-quality film and television works. Gong Yu shared his views from different dimensions such as user circles, content creation, web dramas, movies, and variety shows.
Regarding the circle layer , Gong Yu said that nowadays the audience is gradually mature and will no longer be easily "deceived". The audience in each circle layer clearly and steadily likes works that suit them. Now, the LordThe current audience can be divided into three circles: the girl circle is "full of fantasy", the young girl circle is concerned with "realistic anxiety", and the young man circle is "logic addiction", such as the "Mist Theater" launched by iqiyi this year. , Is created under this background.
Regarding the creation of , Gong Yu emphasized that artists should be respected, especially for young artists. He said that in the past 10 years, iQiyi has given many young directors the opportunity to make their first commercial film.
Regarding the web drama , Gong Yu shared the four major development trends of web dramas to improve the quality: the theme has changed from the past to the present, the creative world has changed, the form has changed from long to short, and the performance becomes weaker and stronger.
Regarding the movie , Gong Yu said that movies are the most artistic form of audiovisual works. The epidemic has made us reconsider the relationship between online movies and the Internet and cinemas.
Regarding variety show , he said that advertising variety shows have reached the ceiling and there will be no significant growth, and paid variety shows are still a virgin land.
Regarding animation , Gong Yu believes that domestic animation is still a "22-year-old child" because the overall industry is immature and has a bright future but a long road.
Regarding technology , Gong Yu said that technological innovation is the long-term driving force for network audiovisual to construct a better life. 5G, ultra-high-definition, HDR, AI, VR/AR and other technologies will continue to improve user experience. Technological innovation will also help more innovative forms of online audiovisual works, accelerate the process of industrialization of China's film and television industry, and promote the transformation of business models, making it more efficient and fairer.
Zhang Xiaoming, deputy director of the Cultural Research Center of the Chinese Academy of Social Sciences
-"Embracing change, planning for the future-standing at the starting point of a new decade of cultural industry development"
Zhang Xiaoming said that today's cultural ecological environment has changed, and the old and new media are facing transformation The problem with refactoring.
He said that my country’s traditional cultural environment is composed of a single “cultural institution” sponsored by the government. It was not until 2003 that comprehensive reforms were initiated in the context of the development of the cultural industry.
has undergone dramatic structural changes in the process of cultural development in the past 10 years. Due to the popularization of digital technology and mobile Internet, ’s traditional cultural creation, production, dissemination, and consumption system with publishing, broadcasting, and television as the main carrier has become "Internet +". It is a brand-new system of the main carrier; network content has constituted the main content of cultural products and services, and Internet service companies have become the largest cultural content providers and channel operators.
But the problem is how the traditional cultural service system hosted by the government in the past with traditional media such as publishing, broadcasting and television as the main carrier can be smoothly transformed into digitalization, and how can it be with the non-governmental forces as the leading and emerging media as the main carrier The modern cultural service system that has risen rapidly under the conditions of the market economy complements each other, supports each other, and is increasingly integrated, building a brand-new cultural ecological environment.
He Jingjing, President of Huawei’s Converged Video Product Line,
-"High-tech Video, Accelerating the Upgrading of Cultural and Creative Audiovisual Industries"
He Jingjing said that the development of infrastructure reconstructs content performance, and has become a trend for more high-definition, immersive, and free high-tech video. The high-tech video industry has entered a period of rapid development, and space video has become the main technology investment direction . He said that high-tech video will lead new video experience, cultivate new formats and services, drive new consumption, and satisfy people's pursuit of a better life.
He Jingjing introduced that the new era of high-tech video is facing new opportunities, such as the surge in demand for enhanced experience, the promotion of new 5G infrastructure strategies, and the acceleration of industrial digital intelligence upgrades. But at the same time, it is also facing new challenges, such as insufficient production of high-tech content, industry standards still need to be improved, and commercial realization has not yet closed loops.
In terms of content, He Jingjing said that Huawei adopts a three-dimensional content strategy of to expand supply and balance supply and demand.
encourages and supports the production of more high-quality high-tech video programs by building a sustainable development mechanism of collaboration, mutual assistance and win-win.
He shared the current three-layer content structure: the first layer is underpinning content , which is mainly premium 2D/3D content, which is the basic content composed of massive film sources; the second layer is sticky content , mainly for Social education, entertainment content, innovative user payment scenarios; the third layer is boutique content , that is, periodic and normalized internalContent, can create a new consumption intention.
Youku editor-in-chief Zhang Lina
-"Stick to the original heart, move forward rationally"
Zhang Lina shared three key words: rationality, return, tolerance.
Regarding rationality , Zhang Lina said that rationality is the need of the market, and both the film and the platform are returning to rationality. For example, this year You Aiteng and six film and television companies jointly issued a proposal to oppose the "water injection" of content and regulate the number of episodes. And length, as well as making more conscience dramas, word of mouth dramas, boutique dramas, etc., are the performance of returning to rationality.
She said that nowadays users are more rational and can no longer use the old methods to do it. The content and themes that users like require more innovation. She gave, for example, Youku’s first drama series "The Bridge of Sighs" to adopt advanced screening this year. It is very novel in terms of themes and other aspects. Although it is not a traffic-breaking drama, it is a reputation-breaking drama; another example is " "Snow Pear Stewed with Rock Sugar" is not more concerned with the young people's view of love, but the young people's view of growth, so it is also welcomed by users.
Regarding the return of to , Zhang Lina stated that Youku should achieve two-wheel drive, on the one hand, content, on the other hand, Ali is good at e-commerce and other fields. For example, "Struggle Bar Anchor" combines variety shows with anchors and e-commerce to innovate in ecological aspects; another example is "Hua Xiaochu" promotes the integration of online and offline, "Street Dance 3" innovates the cultural consumption model, in terms of business Innovation has been produced; for example, the use of LED digital background system, Beidouxing intelligent system, frame sharing, 6DoF, smart desktop, etc. brings innovation in technology.
Regarding tolerant , Zhang Lina said that the industry must respect professionalism and more tolerate content creators. In addition, she also mentioned that, in fact, there is no competition between long and short videos. The main reason is that there must be good content. The length of the content is not important, but the important thing is to have quality. Regarding the "winter of the industry," Zhang Lina said that the beasts also need to hibernate, and they can accumulate their strength to welcome a better spring.
