On March 28, at the 11th China Network Audiovisual Conference held in Chengdu, Sun Zhonghuai, vice president of Tencent and CEO of Tencent Online Video, delivered a keynote speech entitled "New Mission, New Journey, Content as Career". This is the first time that Sun Zhonghuai has made a public statement since the beginning of this year. In the eyes of the outside world,Tencent video has entered a blowout period of high-quality content in the past two years,Outstanding performance,Following the launch of "Three-Body Problem" and "Long Season" last year,This year's momentum is unabated,At the beginning of the year, there was a quality drama adapted from the Mao Dun Literature Award "Flowers", which became a national hit. In this regard, in the summit forum speech of this conference, Sun Zhonghuai shared his views. He believes that good works often appear in clusters. "A masterpiece can produce a strong demonstration effect and raise the water level of the entire industry. "The emergence of explosive models is not accidental, but the accumulation and outbreak of the industry for a long time.
Sun Zhonghuai, CEO of Tencent Online Video.
In addition, the "New Insights, New Trends, New Journey" Micro-Short Drama Innovation and Development and International Communication Forum held on the same day was also full of dry goods, and Tencent Video joined hands with industry pioneers to discuss the future development path of micro-short dramas, and discussed the new realm of micro-short dramas and cultural tourism, going overseas and technology integration.
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The three factors that realize the healthy development of the video industry support the three pillars of good content
In this year's speech, Sun Zhonghuai mentioned the word "sense of mission" the most. He said that after more than ten years of development, the online audiovisual industry has long been a community of destiny, and Tencent Video's sense of mission is to continue to build a beautiful platform with beautiful content and support the steady development of the industry. "Every industry is made up of individual individuals, and behind them there are families. He said, "The healthy development of the long video platform is not only related to everyone's daily entertainment, but also related to the employment and livelihood of thousands of families, and the happiness of thousands of families." Only by making the cake bigger can we drive the upstream and downstream of the platform, so as to inject more confidence into the industry. It's a long-term process. ”
In this context, Sun Zhonghuai emphasized that content should be regarded as a cause. He put forward three key factors to achieve the healthy development of the industry: one is to change the growth mode to provide more certainty for the industry, the second is to cultivate the creative enthusiasm of the industry, and the third is to find the next era of technological change.
When it comes to changing the mode of growth, Sun Zhonghuai mentions confidence the most. He stressed that certainty is needed to build confidence, and certainty is also needed for high-quality development. "We're not sitting on a roller coaster, we're climbing a gentle slope. The ups and downs are meaningless for the industry, and only the steady growth of the economic scale can bring about the effect of long slopes and thick snow, and accumulate more generous returns for the entire industry. "In this process, be less aggressive and more patient.
When it comes to cultivating the creative enthusiasm of the industry, Sun Zhonghuai put forward three pillars to support good content: one is the continuous development of big IP with a wide public base, the second is the joint model of big artists, and the third is the rare treasure in the field of content. "With these three pillars, the ceiling of the industry can be propped up, and there can be more room for development. ”
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The micro-short drama forum was unveiled at the China Internet Audiovisual Conference, and the development of micro-short drama has become the next era outlet
In recent years, the creation of micro-short drama content has shown a blowout growth. The booming micro-short drama industry has not only become a hot spot for the development of emerging themes, but also provides a variety of technical verification scenarios for the innovation and development of film and television, bringing richer and more diverse audio-visual products to the public. In order to deeply explore the path of high-quality and innovative development of micro-short dramas, on March 28, the 11th China Network Audiovisual Conference "New Insights, New Trends, New Journey" Micro-short Drama Innovation and Development and International Communication Forum also opened in Chengdu.
At the meeting, Feng Shengyong, director of the Network Audiovisual Program Management Department of the State Administration of Radio and Television, delivered a keynote speech on the topic of "Micro-short dramas should be upward and beautiful, so as to be in the same direction with the times, concentric with the people, and walk with innovation". In his speech, Feng Shengyong said that it is necessary to keep pace with the times, guide people with works with a distinctive spirit of the times, and enlighten people to understand the mainstream and trend of the times. To be of one heart with the people, to inspire people with literary and artistic works that are deeply rooted in the hearts of the people, and to tell the story of the new era well, we must insist that it comes from the people, for the people, and belongs to the people. To walk with innovation and infect people with works of excellence, creators can only learn more and experience more in order to have hills and valleys in their hearts and make their works charm.
Feng Shengyong, Director of the Network Audiovisual Program Management Department of the State Administration of Radio and Television.
Zhou Jihong, Director of the International Cooperation Department of the State Administration of Radio and Television, said in his speech that to strengthen the creation of high-quality products and enhance the supply of high-quality content, it is necessary to accurately grasp the profound changes in the global audio-visual landscape, strengthen cultural self-confidence, and create high-quality products of the times. To improve the level of operation and broaden overseas communication channels, it is necessary to strengthen the construction of independent brands and promote the transformation of the international communication of micro-short dramas from emerging formats to mature formats. Empower with scientific and technological innovation to improve the efficiency of international communication.
Zhou Jihong, Director of the Department of International Cooperation of the State Administration of Radio and Television.
As the organizer of the forum, Tencent Video has also been committed to providing users with high-quality, innovative, positive and youthful micro-short drama content products. Wang Juan, vice president of Tencent Online Video, said in her speech that the popularity of micro-short dramas has provided a new stage for film and television drama innovation, and the industry is showing amazing explosiveness. In the long run, the long-term development of micro-short dramas is inseparable from the support of high-quality content, Tencent Video will strengthen its technology and art strategy, provide more certainty for industry innovation, and hope to work with more outstanding creators to create more types and higher levels of high-quality micro-short dramas in the future.
Wang Juan, Vice President of Tencent Online Video.
Li La, deputy general manager of Tencent's online video platform operation department, delivered a keynote speech at the conference. Li La said that Tencent Video's micro-short dramas adhere to the principle of "refinement as a ruler", continue to innovate in diversified themes and innovative brands, and create a number of high-quality projects with a bumper harvest at the box office and word of mouth. In the future, Tencent Video will continue to explore the creation of AIGC short dramas, help technological development and production capacity upgrades, and promote the industry level in multiple dimensions.
Li La, deputy general manager of Tencent's online video platform operation department.
At this forum, Tencent Video also joined hands with a number of cities to jointly release the "Urban Mars Plan", contributing to the exploration of the integration model of "micro-short drama + cultural tourism". In the finale, Li La grandly released the "Tencent Video Micro Short Drama Annual Report", providing strong data support and trend insights for the future development of micro short dramas.
In the roundtable dialogue session, the main creators behind a number of popular and word-of-mouth micro-short dramas also came to the scene and expressed wonderful views. Du Hao, the chief producer of "Provocation", Li Xinbo, the director of "Anti-Fraud Storm", Lin Qing, the director of "Blind Heart", Pan Yanqian, the director of "My Name is Zhao Wudi", Tang Shiyi, the director of "Accept It", and Zhou Xiao, the director of "Give Her a Handle", took "innovation" as the keyword, respectively, shared their innovative ideas on new themes, new content, new emotions and new presentations in the creation of micro-short dramas, and put forward creative concepts such as "pursuing a large pattern with a small volume" and "emotion is the best driving force". Deng Zhanneng, director of the urban micro-short drama "Is It Okay to Get Married", Ji Yu, director of the cultural relics protection micro-short drama "Miss Zhao's Diary", Nian Jianlun, director of the infinite stream micro-short drama "Nine Encounters with You", Wang Chuanlin, director of the interactive micro-short drama "Master", and Zeng Qi, director of the cultural tourism micro-short drama "Chongqing Meets Love", respectively focused on the exploration of new themes, the reproduction of game experience, cultural tourism empowerment and other topics to share their innovative ideas, showing the fresh vitality and development trend of the micro-short drama industry.
The reporter found that the micro-short drama forum also made useful discussions on "micro-short drama + cultural tourism", "micro-short drama + going to sea" and "micro-short drama + technology".
Especially after the release of the State Administration of Radio, Film and Television's "Travel with Micro Short Dramas" creation plan, a number of urban filming locations have followed the popularity of micro-short dramas and "gone out of the circle", and also released new possibilities for the upgrading of the "cultural tourism + micro short dramas" model. A number of "city producers" also came to the forum to show the industry the characteristic cultural tourism content of their respective cities and the innovative creation of micro-short dramas.
Micro-short dramas have not only developed rapidly and improved their quality in the domestic market, but also burst out with strong growth potential in overseas markets, becoming an important carrier to promote the "going out" of Chinese stories, attracting many micro-short drama application platforms to continue to make efforts. A number of industry guests also said in their keynote speeches that they will continue to increase the number of micro-short dramas to become a new force for content to go overseas.
Seizing the development opportunities of the digital wave, all parties in the upstream and downstream of the industry are actively exploring how technology can empower content. At this micro-short drama forum, a number of CEOs in the technology industry also came to the scene to share the practical cases and exploration process of the integration of technology and content, pointing out that solid content and innovative technology can expand the infinite possibilities of micro-short dramas, using "short drama + technology" to drive industrial transformation, and leading a new revolution in the short drama industry with new quality productivity.