The picture shows the poster of the first "Web Label" "Leaves on the Golden Mountain". Profile picture
On the occasion of the 100th anniversary of the founding of the Communist Youth League of China, the "Internet Label" No. 003 "In the Name of Youth" was launched. Profile picture
With the playing of a folk music, the seal engraved with the words "Internet audio-visual" appeared on the vermilion background. This 5-second "web logo" will become the same opening scene when domestic key online dramas such as online dramas, online micro-snippets, online movies, and online cartoons are broadcast online. Since June 1 this year, the State Administration of Radio and Television has implemented a licensing system for the distribution of domestic online dramas, which means that the "license era" has come when the online audio-visual is more standardized and stricter.In recent years, the influence of the online audio-visual industry has become increasingly prominent. While online dramas bring audiences splendid content, rich and diverse aesthetic pursuits and positive value guidance, the production and broadcasting of programs is not standardized, and the content is vulgar and kitsch. Industry chaos such as piracy and plagiarism still occurs from time to time, and the voices of "the same standard online and offline" and "the development of online dramas to high-quality products" have always existed. With the development of the online audio-visual industry, relevant state departments are constantly formulating, adjusting and optimizing the management system and auditing standards for online audio-visual works, promoting the healthy development of the industry and the high-quality creation of online dramas from the top down. The launch of the Drama Film Distribution License is a new milestone in this process. The establishment of the "Internet Label" system will promote the network platform program producers to have a stronger awareness of quality production, a stronger sense of social responsibility and a stronger sense of cultural mission, so that the cyberspace has a better ecology and a stronger culture Ambience.
The implementation of the New Deal took effect, and "web label" works in various places were born
In May, after the State Administration of Radio, Film and Television issued the "Internet Label" trial operation and obtained good social feedback, from June 1, the "Internet Drama Distribution License" has also been issued in various provinces.
Looking back at the early development of the online audio-visual industry, the management of the self-review and self-broadcasting system exposed many problems. Many online dramas earn gimmicks and traffic by playing "edge balls". Copycats, rubbing popularity, rubbing IP, and even shoddy production emerge in an endless stream, and some works with empty content and lack of spiritual calcium have brought adverse effects on society. However, judging from the works that have recently obtained the "Internet Drama Distribution License", both policy supervision and industry creation trends are encouraging the production of high-quality content, and the trend of high-quality creation is becoming more and more apparent.
The work that has won the No. 1 "Internet Standard" in Shandong Province is a key public security-themed online movie "Break Card Storm" directed and created by the Shandong Radio and Television Bureau. Li Guangchang, director of the online audio-visual program management department of Shandong Radio and Television Bureau, said: "This online movie combines the current national anti-Internet telecommunication fraud situation. At the same time, the online movie uses typical cases as the material. It is a film that spreads positive energy and promotes the main theme. The work, therefore obtained the license number 001." The Shaanxi Provincial Radio and Television Bureau issued licenses to the online movies "Yue Er Yuan", "Internet Celebrity Secretary" and the online drama "The Sticky Club". Among them, "The Full Moon" is the first online film in Shaanxi Province to receive a "web label". By telling the story of the old artist Qin Baogen and his little grandson's family relationship, it promotes the unyielding spirit of shadow puppet artists. On the same day, the online drama "Stars and Han Splendid" received a license issued by the Shanghai Radio and Television Bureau, numbered "(Shanghai) Net Drama Shen Zi (2022) No. 001".
You Haiyang, director of the Radio, Television and Online Audio-Visual Program Management Division of the Shanghai Radio and Television Bureau, said: "We actively support the inclusion of online film and television works in administrative examination and approval, and effectively implement unified standards for online and offline. The introduction of the 'net mark' policy is in line with the The development of online video content, whether it is to improve quality or strengthen management, requires this policy."
With the change of content supervision methods, the intensification of supervision, and the industry's own transformation, adjustment, exploration and upgrading, the online audio-visual field has gradually achieved a leap from "barbaric growth" to "virtuous circle". Different from the previous enthusiasm and advocacy for "data-only theory" and "market-only theory", today's online audio-visual works have entered a rational stage of "hero" theory based on quality, taste and taste: innovative perspective cuts, refined The production level, intrinsic social value and ideological connotation have become important evaluation criteria. Under this transformation, "Icebreaker", "The Twelve Hours of Chang'an", "Blood and Nameless River", "Promise", "On the Field of Hope", "Sail: When the Wind Rises", "Our New Life", "Chinese Flying Man" "A number of excellent works such as "The Donkey Climbs the Tree" have appeared one after another. These works strive to present the changes of the times, reflect real life, describe the world of the world, describe the taste of life, and convey the beauty and kindness, perseverance and persistence, confidence and hope in human nature to the audience. , enhance the audience's aesthetics, but also lead the new social fashion.
One stone stirred up a thousand waves, and the industry has more confidence in high-quality creations
From long videos to short videos, from dramas to micro-shorts, online audio-visual content is making great strides, trying to use new content narratives and new expressions to achieve high-quality development of content and industrial innovation and upgrading. The launch of the "Internet Drama Distribution License" not only expresses the recognition and affirmation of the ingenuity of the majority of online audio-visual practitioners for many years, but also puts forward higher requirements for the awareness of self-regulation and quality creation of online culture practitioners.
After experiencing the "painful period" of the development of online dramas, many creators have now jumped out of the suspension of "little joys and sorrows around them", abandoning the impetuousness of following the trend of creation and shoddy creation, and taking root at the grassroots level, from the fiery real life, from the advanced culture. Looking for the source of living water in the middle, and strive to write the classics of the new era. The first online drama "Confrontation" that has obtained the "Internet Drama Distribution License" focuses on reality and tells the story of young police officers working together to investigate cases, fighting against underworld forces, and restoring the people's peace and tranquility. Its ideological height, artistic quality, and production level It has a high standard; as the first "web label", "Leaves on the Golden Mountain" focuses on Huangdu Village, Xilong Township, Anji County, Zhejiang Province, donating "Baiye No. 1" tea seedlings to three provinces and five counties across the country to achieve common prosperity The true story of the novel releases a distinct flavor of the times, the narrative rhythm is lively, and the comedy effect is remarkable. On the occasion of the 100th anniversary of the founding of the Communist Youth League of China, the "Internet Standard Film" No. 003 "In the Name of Youth" was launched, telling five youth stories spanning a hundred years, leading the audience to look back on those passionate and burning lush years, and it was broadcast on the whole network. It set off a wave of praise for "Chinese-style youth".
"'Netmark' is the industrial standard and value standard of online audio-visual products, which can ensure the quality of online film and television works and avoid the appearance of some shoddy products." Tian Yu, one of the producers of the online movie "In the Name of Youth", said, "'Netmark' does not mean pressure. Before the emergence of 'Netmark', the creative market was originally a situation of survival of the fittest. Only high-quality products can survive in the market. The audience can see whether the quality is good or bad at a glance. In fact, it's always been there."
Shi Xuexian, the producer of "Leaves on the Golden Mountain" and general manager of Hangzhou Jingcai Culture Media Co., Ltd., shared his views, "The implementation of the online drama distribution license system is a milestone. The online movie "Leaves on the Golden Mountain" can become this Witnesses and participants of a historical moment, with a glorious mission and a heavy responsibility. We will continue to deepen our lives, take root in the people, and create more outstanding works that are worthy of the times and the people.”
The rapid development of the mobile Internet, the rapid popularization of intelligent terminals, and the widespread use of mobile 5G technology have made online audio-visual an indispensable part of the spiritual and cultural life of the people, and also made online audio-visual works a role in spreading Chinese stories and showing the national spirit and era of the new era. an important way of spirituality. From the perspective of the entire online audio-visual industry, under the promotion of "certified" posts, online dramas will better play the role of inheriting culture and spreading to the outside world. More online audio-visual products will go overseas, let Chinese stories "out of the circle", show a credible, lovely and respectable image of China to the world, and demonstrate the cultural soft power of the Chinese nation.
The curtain has opened, and online dramas are moving towards the future with high-quality development
Standing on a new stage of historical development, in the face of the greater expectations of the people, the online audio-visual industry needs to open up a new situation of creation with higher standards. From this point of view, the new regulation of replacing the "record number" with "license" not only further promotes the iterative upgrade of online audio-visual from the management level, but also reflects the progress of the industry from the side, and also responds to the call of the people.
In fact, no matter whether it is webcast or station broadcast, the communication platforms are indeed different, but the requirements for content quality are the eternal law. From the "same standard and scale" of online audio-visual programs and radio and TV programs to the introduction of the "license" system, the online audio-visual field is gradually establishing higher-standard industry standards, continuously improving its professionalization and standardization level, and promoting high-quality products. creation.
"In recent years, the breadth, intensity and precision of supervision in the field of online audio-visual have been continuously strengthened, and the continuous emphasis on the same orientation, standard and scale of online and offline has played a powerful role in regulating and supporting all aspects of the production, production and dissemination of online audio-visual content. ” Zhu Chuanxin, a researcher at the Institute of Internet Audio-Visual Research, Communication University of China, said, “The issuance of the “Internet Drama Distribution License” is another solid measure to stabilize and escort the Internet audio-visual industry. The license system is conducive to catalyzing more The quality and upgrade of online audio-visual content along the track of standardization, scale and industrialization is of great significance to optimizing the industrial structure of online dramas, improving the level of online audio-visual production, and building a comprehensive network management system."
The launch of the "Internet Drama Distribution License" has clarified the direction of efforts for the next stage of online audio-visual content. Lv Fan, deputy director of the TV Research Center of Peking University, said: "The new policy environment has put forward higher requirements for online literature and art creation, and it is even more necessary for creators to adhere to the people-centered value orientation, focus on the epic great practice of the new era, and create a new era for the era. Li Chuan, Mingde for the times, with more masterpieces that profoundly reflect the changes of the times and depict the people's spiritual map, make the film and television garden on the Internet more colorful and bustling." At present, online audio-visual is already a spiritual and cultural life of the people. It is an indispensable part and an important part of the strategy of cultural power. The creation of online audio-visual content should continue to give full play to the advantages of online dramas, and achieve high-quality development while boosting confidence. With the full implementation of the "Internet Drama Distribution License", the production of high-quality online audio-visual content has been more systematically guaranteed. We look forward to more high-quality online dramas and traditional film and television dramas in the future. The upgrading of the film and television industry will further promote the prosperity and development of socialist literature and art.
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