As the wind vane of the industry, the holding of the Shanghai TV Festival will attract great attention from inside and outside the industry. After nearly a week, with the announcement of the "Magnolia Award", the 28th Shanghai TV Festival came to a successful conclusion on June 23. After two years of accumulation, not only nearly 1,900 works have been registered for the Magnolia Awards at the Shanghai TV Festival this year, but the shortlisted and award-winning works are even more phenomenal. Many big names from inside and outside the industry gathered in the Magnolia Forum, from multiple perspectives such as content, technology, and going overseas, to provide advice and suggestions to promote the high-quality development of China's radio and television industry and better meet the people's new expectations for a better life. The "Magnolia Fragrance" Huimin screening event launched in 18 venues across Shanghai brought the audience an audio-visual feast this summer. The cool display of new radio and television technologies such as 5G made the audience truly feel that "the future has come"... ... In the reporter's observation, "fine", "combined", "new" and "warm" are the key words of this Shanghai TV Festival.

On June 22, 2023, the 28th Shanghai TV Festival, the "Night of Honor" Magnolia Award nomination dinner. Huaxia Visual Map

"Exquisite": Magnolia rewards blockbuster dramas, setting the weathervane to lead the creation of high-quality goods

The announcement of the finalists for each category of the Magnolia Award has attracted great attention from inside and outside the industry. Looking at this year's Magnolia Awards "Best Chinese TV Series" shortlist, we can see a large wave of high-quality dramas adhering to the "people-centered" creative concept, from the epic of Chinese people's life spanning 50 years "The World" , to the sci-fi drama "Three-Body Problem" that shows the charm of Chinese-style hard sci-fi images, they all use different narration methods to focus on the creation method of "warmth realism". People's longing and confidence for a better life.

During the two awards cycles covered by this year's Magnolia Awards, Chinese TV dramas have presented a literary and artistic scene of "winning large volumes with high quality and surging positive energy with large volumes", and the emergence of high-quality masterpieces. The hit drama "Ideal Shines on China", "Meritorious Service", "Transcendence", "The World", "The Big Exam", "Our Ten Years", "County Party Committee Compound", "The Long River of the World", "Dream Records", "Hurricane", "Three-Body Problem" and so on 22 All works have entered the "Chinese TV Series" shortlist. In the words of Hu Zhifeng, chairman of the TV drama judging committee: "Being shortlisted is a symbol of glory. It is always a difficult choice for the selection when you meet a master duel, but the jury will definitely adhere to professional standards and choose the best from the best." In Hu Zhifeng, etc. From the judges' point of view, the selection of this year's Magnolia Awards is a review of the Chinese TV dramas that have emerged in the past two years, and has a positive "wind vane" meaning for future TV drama creations. The final award-winning works are also recognized by the audience and the industry. One of the benchmarks do.

"Connection": The TV market helps the industry upgrade, and the award forum communicates with global counterparts

As an international TV festival with extensive influence in the world, Shanghai TV Festival has provided a solid platform for the exchange, mutual learning, dialogue and cooperation of world TV culture for more than 30 years. Improve the quality of internationalization on a large scale and at a deeper level. The "Magnolia Vision" TV market continues to be committed to building an international film and television industry promotion platform. This year's market has opened up a 13,000-square-meter exhibition area in the Shanghai Exhibition Center. In addition to the international film and television cloud market that has continued from 2020, Nearly 150 exhibitors participated, of which overseas exhibitors accounted for about 40%. The TV market has achieved positive results by introducing and exporting high-quality film and television works, strengthening exchanges and cooperation with overseas markets, and continuously improving the international influence of China's film and television industry.

At the "New Pattern, New Model, New Opportunity - Content Going Overseas and International Cooperation" forum, film and television practitioners from China, Japan, Russia, Uzbekistan and other countries gathered together to discuss how to promote Chinese TV works to "sail overseas" more effectively ". In recent years, urban dramas and suspense dramas represented by "The Hidden Corner", "White Night Chasing the Murder" and "Thirty Only", and the main theme dramas represented by "Mountain and Sea Love", "Great Rivers" and "Age of Awakening" have also been sold overseas. Overseas audiences especially like to watch works with realistic themes that reflect the social outlook and people's lives in China. For example, "A Beautiful Era of Daughter-in-law" which focused on the relationship between mother-in-law and daughter-in-law became a hit when it was broadcast in Africa, and Chinese costume dramas also became popular. It has a large audience in Asia. The diverse hobbies of overseas audiences have also put forward higher requirements for Chinese TV drama creators on how to tell Chinese stories well with creations of diverse themes.

At the same time, after Chinese content "goes overseas", how to quickly integrate into overseas markets for localized operations? On the one hand, there is a high degree of empathy from content globalization. In this year's Magnolia Awards, the shortlists for overseas dramas, documentaries, and animations also gathered high-quality masterpieces, impressing the audience and judges with stories concerned with social humanity and the changes of the times. Spanish actor Mar Sodupe, a judge of the overseas drama unit, said that the judges are concerned about the commonality, "Because these stories contain the joys, sorrows and sorrows of human beings. If our stories can reflect the human side, there will be international commonality."

On the other hand, technology has become one of the biggest means of boosting content overseas. Taking the international version of iQIYI as an example, more than 87% of international users can start broadcasting within 2 seconds of clicking the play button. The translation and real-time editing and broadcasting system of the platform can support user interfaces and subtitles in 12 languages. The application of 4K picture quality technology has also boosted localized operation and communication. For example, after the picture quality of "Journey to the West" was upgraded to 4K, the number of overseas views increased from 1 million to more than 4 million. These "black technologies" have become content "Going to sea" guarantee.

At the same time, the Magnolia Award is set up for multiple awards for overseas works, which is also to communicate with the world's film and television industry and market. As Wang Sanmao, a famous screenwriter and one of the judges of this year's TV drama unit, said: "The 'Magnolia Award' opens a window, allowing us to keep in sync with the world's TV drama creation at any time. It allows our creators to focus on creating At the same time, it is very rewarding to pay more attention to the development and changes of some world TV drama creations.”

On June 20, 2023, Smart Radio, TV, Audio-visual and Technology Innovation Forum Huaxia Visual Map

"New": Wisdom Broadcasting and Television Helps "Science Fiction Future", Adjusting Festivals Following the Wave of The Times

The State Administration of Radio, Film and Television has comprehensively formulated a strategic plan for future TV development and a medium- and long-term technological development plan for radio and television and network audio-visual in 2035. Keynote speeches on topics such as generation, big data construction, and ultra-high-definition trends were held to discuss the possible far-reaching impact of technological innovation on the future broadcasting ecology. At the meeting, Sun Suchuan, deputy director of the Science and Technology Department of the State Administration of Radio, Film and Television, mentioned the future TV development strategic plan formulated by the State Administration of Radio, Film and Television for 2035 and the "Medium and Long-term Technology Development Plan for Radio, Television and Network Audio-Visual". From the perspective of users, he imagined " Features of "Future TV": screen-free imaging "everything is a screen", multi-sensory simulation technology, cross-network intelligent collaboration, non-sensing switching, providing e-commerce, on-site office, distance education, smart medical care, grassroots governance, emergency mobilization, etc. anytime and anywhere Multi-scenario fusion service.......The beautiful vision full of science fiction, with the blessing of smart broadcasting technology, has become a not-too-distant future.

On June 21, 2023, the new era expresses international narratives——Huaxia Visual Map of Documentary Innovation and Development Forum

This year, the Shanghai TV Festival set up a "Documentary Day" for the first time, and the "Expression of International Narrative in the New Era - Documentary Innovation and Development Forum" discussed the innovation of documentary from two dimensions: the innovative expression of documentary in the new era and the international narrative of Chinese stories. Documentaries carry more "Chinese stories" and have successfully spread around the world. On June 21, at the meeting with the chairman of the jury, He Suliu, a documentary judge and documentary planner, said: Documentaries naturally have a concern for human beings, society, or the fate of the times. "The vitality and charm of the documentary should be the 'big self', and the existence connected with the outside world should be the top evaluation."

With the rapid development of online content, online dramas and micro-short dramas have become new trends in the market, this year’s Shanghai TV Festival quickly captured the new characteristics of this industry era, and for the first time included the entire segment of online audio-visual content with an open mind and a vision for development. The scope of the selection of the Magnolia Award, through major optimization and adjustment of the scope of collection of award works, responds to changes in the trend of industry development and helps build a high-quality literature and art ecology.

The TV Forum also released selected contents of the "China Audiovisual New Media Development Report (2023)", and invited representatives of online audiovisual platforms and content creation representatives of online students to face the new stage of media integration, a new wave of information revolution, pan- The three major opportunities of knowledge content production and learning platform construction provide insight into the infinite possibilities that can be released by online students’ content; on the other side of the vigorous development of high-quality long dramas, the simultaneous rise of "tailor-made" short dramas, and the professionalism of "new forces" in micro-short dramas The advanced and micro-short drama project roadshow gathered the heads of various video platforms, focusing on the quality improvement and market expansion of the micro-short drama market.

In addition, the jury chairman's master class, animation master class, documentary master class, the judges of the Magnolia Award shared their observations and thoughts with the audience from the perspective of film and television scholars or their personal creative experience. Shanghai TV Festival and CCTV jointly launched "Magnolia Living Room" for the first time. During the TV Festival, 20 groups with a total of 35 guests were invited to talk about the industry and the industry, and convey the TV industry in a more relaxed conversation environment. The development information and the creative perception of the artists.

"Warm": the combination of urban aesthetics, education, culture and tourism, the show that benefits the people warms people's hearts

Under the guidance of the Shanghai Municipal Bureau of Culture and Tourism and the Shanghai Municipal Radio and Television Bureau, the Shanghai TV Festival, the Shanghai Mass Art Museum and the Shanghai TV Artists Association jointly launched the offline screening of the "Magnolia Fragrance" Shanghai TV Festival program exhibition to create a The "TV Festival at the Doorstep" makes artistic nourishment within reach. Tickets for 18 venues including Shanghai Power Station of Art, China Art Museum, Lane 8 of Jinchao, and Yunjian Auditorium were all sold out after free reservations at noon on June 12. field. There will be a total of 35 offline screenings for the benefit of the people, a total of 9 expert guided tours, and a total of 8 crew meetings.

The content of the screening has been carefully designed, including eight units including parent-child, Chinese comics, humanities, and overseas hot dramas. Among them are not only the Chinese documentary "Above the Firewood, Rice, Oil and Salt", the Chinese cartoon "China's Strange Story" and so on, but also from the United Kingdom, Italy, Overseas film list composed of 9 countries including Finland, France, Poland, Belgium, Russia, Japan, and the United States. The British documentaries "Wild Wilderness Paradise" and "Seven Days on Mars" and the Finnish documentary "Karaoke Paradise" are the first to meet Chinese audiences. The offline screening of "The Fragrance of Magnolia" provides the general public with a variety of viewing options, and also redefines "watching TV". At the launching ceremony of the screening, the British director Ke Wensi, who gave a tour guide for the documentary "Above Firewood, Rice, Oil and Salt", said in the interaction with the audience: "Eight years ago, film was the largest visual medium, and now we see that whether it is TV streaming The media or online broadcasting has become an industry with a large audience and a very strong growth.” Watching TV is no longer just sitting on the living room sofa watching TV, with the deepening of activities such as “Magnolia Fragrance” People's hearts, it is becoming a new, fashionable urban lifestyle.

During the TV Festival, the two lists of "Top Ten Best Film and Television Locations" and "Shanghai's Most Potential Film and Television Locations in 2023" were announced at the same time. These film and television locations on the list not only represent the new look of the city of Shanghai, but also condense the historical thickness of the city. The two-way empowerment of "film and television" and "cultural tourism" allows more people to appreciate the charm and poetry of Shanghai again in this festival.

Looking back at this Shanghai TV Festival, the opening ceremony of the "Magnolia Starlight" Shanghai TV Festival, the "Magnolia Dialogue" TV forum, the "Magnolia Vision" TV market, the "Magnolia Bloom" awards ceremony and the "Magnolia Fragrance" Huimin broadcasting, the five major sectors complement each other. From the screen to the city, Shanghai TV Festival writes a new chapter of China's TV industry with sincerity and warmth, and together with the vast number of TV people, creates new brilliance for the Chinese TV industry for the people.