Big shot’s perspective丨Look at the trends and changes in the audiovisual industry from the Beijing New Audiovisual Annual Summit

From November 19th to 22nd, the first China (Beijing) International Audiovisual Conference with the theme of "Audiovisual changes life, culture leads the future" was held in Beijing. The offline exhibition of this conference has a total of 11 themed exhibition areas, and the exhibition content highlights the innovative applications of content, technology, and business formats in the audiovisual field. At the same time, there will be more than 30 professional forums, where nearly 300 experts and scholars will exchange experiences on high-quality development of the audiovisual industry.

On the 19th, at the "Beijing New Audiovisual Annual Summit", the first forum of this conference, guests from all parties shared their views on the development and transformation of the audiovisual industry. Streaming Media Network has compiled some of the topics and opinions for industry reference.

Lv Jianjie, General Manager of China Radio and Television Network Co., Ltd.

—— "Restarting with Integration, Opportunities and Challenges in the Audiovisual Field in the New Era"

Lv Jianjie shared about China The development goal of radio and television is the trinity of "wired + wireless + content".

In terms of wireline, local services are “unified planned and operated by provinces”. Based on the existing existing business and resources in each province, we will continue to improve the local service level for users and carry out localized agile operations; we will also develop local cable TV business, local broadband access business, and local government and enterprise group customer business.

In terms of wireless, national services are “unified planned and operated”. Unified planning and unified operation of national and core strategic businesses under the "One Nationwide Network"; building a 5G network with radio and television characteristics to achieve the integrated development of "One Nationwide Network" and 5G; seizing the development opportunity of 5G broadcasting to seize the industry Highlands.

In terms of content, the base business is “unified planning and base operation”. Gradually consolidate the advantages of radio and television's distinctive content; follow the development idea of ??"one province, one characteristic, and each province has its own characteristics" to set up local content "bases": relying on the resource endowments of each province, gather resources from the entire industry and carry out vertical operations for the national market.

Lu Jianjie also shared China Radio and Television’s vision: to build a globally competitive platform enterprise integrating media, information and technology, and to become an innovation-driven and market-vital national new basic network service provider. A leading digital life service provider and smart radio and television network operator.

Yang Shuo, Secretary of the Party Leadership Group and Director of Beijing Radio and Television Bureau

—— "Strive to promote high-quality development of new audiovisual in Beijing"

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, writing smart radio and television into the work report of the Beijing Municipal Government for the first time, identifying the first batch of municipal key smart radio and television laboratories, and establishing 30 million yuan of special funds, etc.

2. Accelerate the layout of the 5G 8K high-tech video industry, such as compiling a Beijing new audiovisual 5G+8K industry map, releasing key new audiovisual scenes in Beijing, and promoting the establishment of 5G 8K special funds and the Beijing-Tianjin-Hebei New Audiovisual Development Fund. Construct ultra-high-definition television technology research and application laboratories, etc.

3. Deeply promote the integrated development of radio and television media, such as establishing the China (Beijing-Tianjin-Hebei) Radio and Television Media Integrated Development Innovation Center.

4. Pay close attention to the creation and production of high-quality audio-visual culture, strengthen the planning and production guidance of high-quality audio-visual creation, make good use of the Beijing Radio and Television and Online Audio-visual Development Fund, mobilize the role of online audio-visual platforms, and enable the continuous emergence of excellent audio-visual works.

5. Beijing’s radio and television and online audio-visual industries have shown a trend of integrated development and rising against the market.

6. Beijing radio and television and online audio and video have dual attributes of business and industry.

Yang Shuo emphasized the need to connect radio, television and online audio-visuals, create new audio-visuals in 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 build a better life"

Gong Yu first emphasized that today’s audiences need more high-quality film and television works.

Gong Yu shared his views from different dimensions such as user circles, content creation, online dramas, movies, and variety shows.

Regarding circles, Gong Yu said that today’s audiences have gradually matured and will no longer be easily “cheated”. Audiences in each circle clearly and steadily like works that suit them. At present, the mainstream audience can be divided into three circles: the circle of girls is "full of fantasy", the circle of young women is concerned about "realistic anxiety", and the circle of young men is "logic obsessed", such as the "Mist" launched by iQiyi this year Theater" was created under this background.

Regarding creation, Gong Yu emphasized the need to respect artists, especially giving opportunities to young artists. He said that in the past 10 years, iQiyi has given many young directors the opportunity to make their first commercial films.

Regarding online dramas, Gong Yu shared four major development trends for improving the quality of online dramas: themes have changed from ancient times to today, creations have changed drastically, forms have changed from long to short, and performances have become weak to strong.

Regarding movies, Gong Yu said that movies are the form of audio-visual works with the highest artistic value. The epidemic has made us rethink online movies and the relationship between the Internet and movie theaters.

Regarding variety shows, he said that advertising variety shows have reached their ceiling and will not see significant growth, while paid variety shows are still virgin territory.

Regarding animation, Gong Yu believes that domestic animation is still "22-year-old children" because the overall industry is not mature enough and the future is bright but the road is long.

Regarding technology, Gong Yu said that technological innovation is the long-term driving force for network audio-visual construction of a better life, and technologies such as 5G, ultra-high definition, HDR, AI, VR/AR will continue to improve user experience. Technological innovation will also help create more innovative online audio-visual works, accelerate the industrialization process of China's film and television industry, and promote changes in business models to make it more efficient and fair.

Zhang Xiaoming, Deputy Director of the Cultural Research Center of the Chinese Academy of Social Sciences

- "Embracing changes and 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 old and new media are facing the problem of conversion and reconstruction.

He said that my country's traditional cultural environment is composed of "cultural institutions" sponsored by a single government. It was not until 2003 that comprehensive reforms were launched against the background of the development of the cultural industry.

After the dramatic structural changes in the cultural development process in the past 10 years, due to the popularization of digital technology and mobile Internet, the traditional cultural creation, production, dissemination and consumption system with publishing, radio and television as the main carrier has become A new system with "Internet +" as the main carrier; online 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, which used to be sponsored by the government and used traditional media such as publishing, radio and television as the main carrier, can smoothly transform to digitalization, and how can it compete with the traditional cultural service system led by private forces? With emerging media as the main carrier, the modern cultural service system that has emerged rapidly under the conditions of market economy is complementary, mutually supportive, and increasingly integrated, constructing a brand new cultural ecological environment.

He Jingjing, President of Huawei’s Converged Video Product Line

—— "High-tech Video, Accelerating the Upgrading of the Cultural and Creative Audiovisual Industry"

He Jingjing said , infrastructure development restructures content performance, and more high-definition, immersive, and free high-tech videos have 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, cultivate new business formats and new 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 advancement of the 5G new infrastructure strategy, and the acceleration of industrial digital and intelligent upgrades. But at the same time, it is also facing new challenges, such as insufficient production of high-tech content, industrial standards still need to be improved, and commercial realization has not yet closed the loop.

In terms of content, He Jingjing said that Huawei adopts a three-dimensional content strategy to expand supply and balance supply and demand.

Encourage and support the production of more high-quality and 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 supporting content, mainly high-quality 2D/3D content, which is the basic content composed of massive film sources; the second layer is sticky content. Mainly socialized education and entertainment content, innovative user payment scenarios; the third layer is premium content, that is, periodic and normalized content, which can create new consumption intentions.

Youku Editor-in-Chief Zhang Lina

—— "Stick to the original intention 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. Both film producers and platforms are returning to rationality. For example, this year Youaiteng jointly issued an initiative with six film and television companies to oppose the "water injection" of content. , standardizing the number and length of episodes, and filming more conscientious dramas, word-of-mouth dramas, high-quality dramas, etc. are manifestations of returning to rationality.

She said that users are now more rational and can no longer use the old methods. The content and themes that users like need more innovation. She gave an example: "Bridge of Sighs", Youku's first drama to use advanced screening this year, is very novel in terms of themes and other aspects. Although it is not a breakthrough drama in terms of traffic, it is a breakthrough drama in terms of reputation; another example is "Bridge of Sighs" "Snow Pear Stewed with Rock Sugar" focuses more on young people's outlook on love than on their outlook on growth, so it has also been welcomed by users.

Regarding the return, Zhang Lina said that Youku should achieve two-wheel drive, on the one hand, content, and on the other hand, e-commerce and other areas that Alibaba is good at. For example, "Struggle Bar Anchor" combines variety shows with anchors and e-commerce, and innovates in the ecological aspect; another example is "Flower Chef" promotes the combination of online and offline, and "Hip-Hop 3" innovates the cultural consumption model, in terms of business Innovations have been produced; another example is the use of LED digital background systems, Beidou Star intelligent systems, frame sharing, 6DoF, smart desktops, etc., which have brought innovations in technology.

Regarding tolerance, Zhang Lina said that the industry must respect professionalism and be tolerant of content creators. In addition, she also mentioned that there is actually no competition between long and short videos. The main thing is to have good content. The length of the content is not important. What is important is to have high-quality videos. As for the "industry winter", Zhang Lina said that beasts also need to hibernate, and by accumulating strength, we can welcome a better spring.