On June 5438+09, at the first forum of this conference, "Beijing New Vision Annual Summit", all the guests shared their views on the development and reform of the audio-visual industry. Streaming media network has sorted out some topics and viewpoints for industry reference.
Lv Jianjie, general manager of China Radio and Television Network Co., Ltd.
-"integrating and starting again, opportunities and challenges in the audio-visual field in the new era"
Lv Jianjie shared the development goal of "Wired+Wireless+Content" of China Radio and Television.
In terms of cable, the local service is "unified planning and operation in the province". Based on the original stock business and resources in each province, we will continuously improve the level of user localization services and carry out localized agile operations; Force local cable TV business, local broadband access business, local government and enterprise group customer business, etc.
In terms of wireless, the national service is "unified planning and unified operation". Unified planning and unified operation of national and core strategic businesses under the "national network"; Build a 5G network with radio and television characteristics to realize the integrated development of "one national network" and 5G; Seize the development opportunity of 5G broadcasting and seize the industrial highland.
In terms of content, the base business is "unified planning and base operation". Gradually consolidate the advantages of radio and television characteristic content; Based on the development idea of "one province with its own characteristics, each province has its own characteristics", the content "base" is set up in some areas: relying on the resource endowment conditions of each province, the resources of the whole industry are gathered and vertical operation is carried out for the national market.
Lv Jianjie also shared the vision of China Radio and Television: to build a globally competitive platform enterprise integrating media, information and technology, and to become a new national basic network service provider, a leading digital life service provider and a smart radio and television network operator with innovation drive and market vitality.
Party secretary and director of Beijing Radio and Television Bureau.
-"New Vision for Promoting Beijing's High-quality Development"
Shuo Yang shared some inspirations from Beijing's innovative practice in the new vision.
1. Make every effort to promote the construction of smart radio and television, such as formulating a three-year action plan for smart radio and television, writing smart radio and television into the work report of Beijing Municipal Government for the first time, identifying the first batch of municipal key laboratories for smart radio and television, and setting up a special fund of 30 million yuan.
2. Accelerate the layout of 5G 8K high-tech video industry, such as compiling the 5G+8K industrial map of Beijing New Vision, releasing key scenes of Beijing New Vision, promoting the establishment of 5G 8K special fund and Beijing-Tianjin-Hebei New Vision Development Fund, and building the research and application laboratory of ultra-high-definition TV technology.
3. Further promote the development of radio and television media integration, such as the establishment of China (Beijing-Tianjin-Hebei) Radio and Television Media Integration Development Innovation Center.
4. Do a good job in the creation and production of audio-visual cultural products, strengthen the guidance on the creation and production of audio-visual products, make good use of the Beijing Radio and Television and Internet Audio-visual Development Fund, and mobilize the role of the network audio-visual platform to make outstanding audio-visual works emerge continuously.
5. As a whole, Beijing Radio and Television and Internet Audio-visual show a trend of integrated development and rising against the market.
6. Beijing Radio and Television and Internet Audio-visual have dual attributes of occupation and industry.
Shuo Yang stressed that it is necessary to integrate radio, television and network audio-visual, create a new vision of Beijing and do a good job in the capital culture.
Gong Yu, founder and CEO of iQiyi
-"High-quality film and television works and technological innovation to build a better life"
Gong Yu first emphasized that today's audience needs more high-quality film and television works. Gong Yu shared his views from different dimensions, such as user circle, content creation, online drama, movies and variety shows.
Regarding the circle, Gong Yu said that today's audience has gradually matured and will never be easily cheated. The audience in every circle clearly and steadily likes the works that suit them. At present, the mainstream audience can be divided into three circles: the girls' circle is full of fantasy, the young women's circle is concerned about reality anxiety, and the young men's circle is addicted to logic. For example, this year's "Fog Theater" launched by iQiyi was produced under this background.
Regarding creation, Gong Yu emphasized that artists should be respected, especially young artists should be given opportunities. He said that in the past 65,438+00 years, iQiyi has given many young people the opportunity to direct their first commercial film.
Regarding online drama, Gong Yu shared four development trends of improving the quality of online drama: theme from ancient times to the present, creation from heaven to underground, form from long to short, and performance from weak to strong.
Regarding movies, Gong Yu said that movies are the most artistic audio-visual works, and the epidemic situation has made us rethink online movies and the relationship between the Internet and cinemas.
Regarding variety shows, he said that advertising variety shows have reached the ceiling, and there will be no obvious growth, while paid variety shows are still virgin land.
Regarding animation, Gong Yu thinks that domestic animation is still a "22-year-old child" because the whole industry is not mature enough and has a bright future but a long way to go.
Regarding technology, Gong Yu said that technological innovation is the long-term driving force for network audio-visual to build a better life, and technologies such as 5G, Ultra HD, HDR, AI, VR/AR will continuously improve the user experience. Scientific and technological innovation will also contribute to more innovative forms of online audio-visual works, accelerate the industrialization process of China film and television industry, and promote the change of business model to make it more efficient and fair.
Zhang Xiaoming, Deputy Director of Cultural Research Center of China Academy of Social Sciences.
-"Embrace change and plan for the future-Standing at the starting point of the new decade of cultural industry development"
Zhang Xiaoming said that today's cultural ecological environment has changed, and both old and new media are facing the problem of transformation and reconstruction.
He said that China's traditional cultural environment was composed of a "cultural institution" sponsored by a single government director, and it was not until 2003 that comprehensive reform began under the background of the development of cultural industry.
After 10 years of drastic structural changes in the process of cultural development, due to the popularity of digital technology and mobile Internet, the traditional system of cultural creation, production, dissemination and consumption with publishing, broadcasting and television as the main carriers has become a brand-new system with "internet plus" as the main carrier; Internet content has become the main content of cultural products and services, and Internet service companies have become the largest cultural content providers and channel operators.
However, the problem lies in how the traditional cultural service system, which was sponsored by the government in the past and took traditional media such as publishing, broadcasting and television as the main carriers, smoothly transformed into digitalization, and how it complemented, supported and merged with the modern cultural service system, which was led by folk forces and took emerging media as the main carriers, and rapidly rose under the market economy conditions, thus building a brand-new cultural ecological environment.
He Jingjing, President of Huawei Converged Video Product Line
-"High-tech Video, Accelerating the Upgrading of Wenchuang Audio-visual Industry"
He Jingjing said that the development of infrastructure will reconstruct content expression, and high-definition, immersive and free high-tech video will become a trend. 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 experiences, foster new formats and services, drive new consumption and satisfy people's pursuit of a better life.
He Jingjing introduced that in the new era of high-tech video, there are new opportunities, such as the surge in demand for enhanced experience, the strategic advancement of new 5G infrastructure, and the accelerated upgrading of digital intelligence in the industry. But at the same time, it is also facing new challenges, such as insufficient production of high-tech content, still need to improve industrial standards, and commercial realization has not been closed.
In terms of content, He Jingjing said that Huawei has adopted a three-dimensional content strategy to expand supply and balance the relationship between supply and demand.
Encourage and support the production of more high-quality high-tech video programs by establishing a sustainable development mechanism of cooperation, mutual assistance and win-win.
He shared the current three-layer content architecture: the first layer is the underlying content, mainly fine 2D/3D content, which is the basic content composed of massive film sources; The second layer is sticky content, which mainly aims at social education and entertainment content and innovates user payment scenarios; The third layer is fine content, that is, periodic and normalized content, which can create brand-new consumption will.
Zhang Lina, editor-in-chief of Youku
-"Stick to the original heart and move forward rationally"
Zhang Lina shared three key words: rationality, regression and tolerance.
Regarding rationality, Zhang Lina said that rationality is the need of the market, and both films and platforms are returning to rationality. For example, this year, Youaiteng and six film and television companies jointly issued a proposal to oppose the "water injection" of content, standardize the number and length of dramas, and shoot more conscience dramas, word-of-mouth dramas and quality dramas. This is the performance of returning to rationality.
She said that users are more rational now and can't use the old methods any more. Users' favorite content and themes need more innovation. For example, she said that Youku's first drama "Bridge of Sighs" this year is very novel in terms of theme. Although it is not a traffic explosion drama, it is a word-of-mouth drama. Another example is "Stewed Sydney with Rock Sugar", which no longer pays attention to young people's love concept, but pays attention to young people's growth concept, so it has also been welcomed by users.
Regarding the return, Zhang Lina said that Youku should realize two-wheel drive, on the one hand, content, on the other hand, e-commerce and other areas that Ali is good at. For example, "Struggle Anchor" combines variety shows with anchors and e-commerce to innovate ecologically; Another example is "Flower Kitchen", which promotes the combination of online and offline, and "Hip Hop 3", which innovates cultural consumption patterns and creates innovation in business; Another example is the use of LED digital background system, Big Dipper intelligent system, frame sharing, 6DoF, smart desktop, etc. , bringing technological innovation.
Regarding tolerance, Zhang Lina said that the industry should respect the profession and be tolerant of content creators. In addition, she also mentioned that there is no competition between long videos and short videos. The main thing is to have good content. The length of the content is not important. It is important to have quality products. As for the "industrial cold winter", Zhang Lina said that wild animals also need to hibernate, so as to accumulate strength for a better spring.