iQIYI undertook the "Two Creations" Forum: to help the creative transformation and innovative development of traditional culture

Source: Huanqiu.com

On March 28th, the "Two Creations" Forum hosted by iQIYI was held during the 11th China Network Audiovisual Conference held in Chengdu, Sichuan. Outstanding creators from the four major fields of drama, variety show, documentary, and animation in the film and television industry exchanged views on the theme of "how to promote the creative transformation and innovative development of excellent traditional Chinese culture".

2024 is an important node for the 10th anniversary of the implementation of the strategy of becoming a cyber power, and it is the common mission of the cultural and artistic circles to further unite the strength of the entire network audiovisual industry chain and jointly show the high-spirited spirit of the film and television industry. Yang Zheng, Deputy Director of the Network Audiovisual Department of the State Administration of Radio and Television, and Wang Jiequn, Secretary of the Party Leadership Group and Director of the Beijing Municipal Radio and Television Bureau, delivered speeches on the theme of the conference.

Yang Zheng said that as an emerging force in film and television literature and art, online audiovisual is becoming an important source and practitioner of "new quality productivity" in the industry, promoting the modernization and development of China's excellent traditional culture. Facing the future, he put forward three suggestions and expectations: strengthen content innovation and create an "incubator" for literary and artistic masterpieces, expand communication channels to boost the "circulation chain" of Chinese stories, and enhance cultural consciousness to build a "cornerstone" for value guidance.

Wang Jiequn shared three thoughts on "How to empower the excellent traditional Chinese culture with online audio-visual". She believes that traditional Chinese culture is an inexhaustible treasure trove of online audiovisual creation, integrity and innovation are the source of vitality for the high-quality development of online audiovisual, and openness and inclusiveness are important ways for online audiovisual to spread Chinese civilization.

China's online audiovisual industry is entering a new stage of high-quality development, with high-quality film and television content emerging, film and television industrialization promoting the quality and efficiency of the industry, and the steady development of new forms of entertainment business. Wang Zhaonan, editor-in-chief and vice president of iQIYI, said that to promote the supply-side reform of content creation, we should tap the rich mine of traditional culture and guide the aesthetic orientation of the audience; adhere to the drive of scientific and technological innovation, and promote the fashionable and innovative expression of China's excellent traditional culture; adhere to the international vision, and promote the internationalization and empathy expression of China's excellent traditional culture; The two-way empowerment of film, television, culture and tourism has great potential, and we should not only aim at cyberspace, but also pay attention to the vast world offline.

Chen Xiao, senior vice president of iQIYI, shared iQIYI's achievements and measures in content creation, such as inheriting classics and innovating audio-visual. He believes that film and television works are the best carriers for disseminating traditional Chinese culture, reaching audiences through visual communication, knowledge acquisition, emotional resonance, and cultural communication. iQIYI is committed to integrating traditional Chinese culture with film and television works in dramas, variety shows, animations, documentaries, etc., and actively empowers film and television expression through technology, tapping the potential of IP in an all-round way, and maximizing the presentation of cultural value;

Focusing on the specific application and thinking of the "two creations" strategic initiative of Chinese excellent traditional culture in the practice of content creation, the guests at the meeting shared their views from their respective fields.

Excellent traditional culture is the deep soil for the creation of dramas. The drama can integrate traditional culture with the current spirit of the times, and further activate the vitality of traditional culture. Zhang Shaogang, a professor, doctoral supervisor, famous host and actor of Communication University of China, said: "Tradition is not equal to ancient costumes, and the description of the present can also have the spirit of tradition, and the description of the past can also have modern meaning. History, humanities, geography, philosophy and other aspects together constitute the 'Chinese flavor' of film and television expression. Zhang Wei, professor of the Department of Literature of Beijing Film Academy, master's tutor, and famous screenwriter, combined with "Yi Nian Guan Mountain" and "Menghualu", shared her thoughts on how to activate the vitality of traditional culture in the script creation stage. She said: "The characters in costume dramas are not 'modern people in skin' and will encounter the difficulties of the present, but they are not completely ancient, they also have the values of today's women, and these are the key to making costume dramas and modern audiences get spiritual links and exchanges." Niu Jixin, vice president of iQiyi, head of Sesame Pod Studio and Blackcurrant Studio, believes that film and television creation should grasp the "flesh and bones". "Bone" refers to the idea and framework of the story, "meat" refers to the plot and lines, and "skin" refers to the service, acting, spirit, etc.

Variety shows are the most popular form of entertainment for the people. The integration of traditional culture into the creation of variety shows not only balances the entertainment value and cultural value of variety shows, but also injects new vitality into the inheritance of excellent traditional culture. Jiang Bin, vice president of iQIYI, shared why traditional culture can influence young people today. He said, "Traditional culture itself is the core of high-quality content, and the creation of variety shows should experience traditional culture from the perspective of young audiences, so that traditional culture becomes 'related to me'." Zhang Shaogang believes that "a point of hard work and a point of harvest is traditional culture", and the "emotional value" conveyed by "Let's Farm the Land" makes the audience feel the charm of the combination of traditional culture and variety shows. Zhou Shan, executive deputy editor-in-chief and CCO of Mango Supermedia, executive deputy editor-in-chief of Mango TV, and chairman of Xiaomang E-commerce, believes that it is necessary to realize the in-depth combination of variety show content and traditional culture through story-based expression, youthful expression and international vision, so that traditional culture can join hands with variety shows to achieve "two-way running".

As a film and television category with both artistic and intellectual properties, documentaries are an important form of content and communication scene for inheriting and promoting excellent traditional culture. Chen Beier, a well-known host of TVB in Hong Kong, China, said: "The creation of documentaries should use empathetic pictures and sincere stories to show the real people's lives in front of the world, tell Chinese stories well, and realize the global expression of Chinese stories." Cui Yu, director of "If National Treasures Could Talk", believes that historical and cultural content is the future development direction of documentaries, as well as the carrier of carrying the thickness of Chinese history and civilization, so that the audience can feel the long history of Chinese civilization through images. According to Wang Jian, documentary director of the Documentary Center of Sichuan Radio and Television Station, one of the advantages of documentaries is truth, and "See Sanxingdui Again" has explored a channel for dialogue with history, which is not only a true record of real life, but also a reflection on the relationship between people and society, history and culture.

The rise of Guoman has built a bridge of communication between young people and traditional culture,Further promote the innovative expression of traditional culture。 Hao Bo, general manager of iQIYI No. 1 and 2 Studio and chief producer of "Forbidden Royal Meow Room", believes that cultural innovation should achieve unique expression through advantageous metaphors, exaggerations, anthropomorphism and other techniques, and complement many mature content forms such as dramas, variety shows, and documentaries, so as to spread traditional culture more three-dimensionally. Zhang Hui, deputy general manager of Beijing Palace Museum Culture Development Co., Ltd., believes that animation is a good medium that can shift the narrative path of the Palace Museum culture from the collection to the audience, hoping to use animation and modern technology to realize the borderless growth of the Palace Museum culture.

The forum also held the launching ceremony of the "Art China" audio-visual platform, as well as the promotion of the network audio-visual industry policy of Beijing sub-center.

The "Art China" audio-visual platform covers calligraphy, painting, sculpture, intangible cultural heritage and other fields, aiming to promote traditional Chinese culture and art, and help Chinese art go global by establishing a multi-dimensional communication ecology, innovating audio-visual expressions, and exploring new modes of audio-visual interaction.

Hou Jianmei, member of the Standing Committee of the Tongzhou District Party Committee and Minister of the Propaganda Department of Beijing, said in the promotion that with the strong support of the Beijing Municipal Bureau of Radio, Film and Television, relying on the rich soil of Beijing's network audio-visual industry, Tongzhou District has promoted the network audio-visual industry to gather into a cluster and gather momentum in the new development hotspot of the capital. In the future, Tongzhou District will seize the strategic opportunity period for the development of the new audio-visual industry, focus on long and short videos, games and animation, online live broadcasts and other related industries, and make greater efforts to promote the agglomeration of factors, optimize the business environment, strengthen government and enterprise services, and promote the implementation of more cutting-edge achievements of high-quality projects.

A comprehensive understanding of the history of Chinese civilization and the value of the times of excellent traditional Chinese culture is an important prerequisite for film and television content creators to promote the creative transformation and innovative development of excellent traditional culture. iQIYI will continue to work with the majority of creators to lead the new expression of online audiovisual with high-quality content, contribute to the development of the "two creations" of China's excellent traditional culture, and jointly move towards a new peak of online audiovisual creation.