By the end of 2023, there are still viewers thinking about "The Long Season", not only because it has occupied the pinnacle of domestic dramas this year with a score of 9.4 (peak score: 9.5), but also because it represents some kind of hope, a kind of creative work and hope that

By the end of 2023, there are still viewers thinking about "The Long Season", not only because it has occupied the pinnacle of domestic dramas this year with a score of 9.4 (peak score: 9.5), but also because it represents some kind of hope, a kind of The main creator and the platform respect the content and hope to continue to produce after receiving positive feedback.

Zoom in a little and see that "The Long Season" is the first project of Tencent Video's "X Theater" this year. After that, "Happy Face" and "Under the Busty City" also came out of the theater. A glimpse of the leopard shows that this year's Tencent Video, which is obviously "different" in temperament from the past, gradually has a complete set of good content production in the eyes of the industry and the audience. Methods.

Zoom in a little further, from "The Three-Body Problem" at the beginning of the year to "The Long Season", to "Fifty Kilometers Taohuawu 3", "Douluo Continent" and "The Flavor World" With projects like variety shows, animations, and documentaries, Tencent Video has gained a lot in various fields this year.

On December 16, Tencent Video used the name of "Golden Goose Honor" for the third consecutive year to "pay tribute and commend" to the outstanding content and outstanding creators on the Tencent Video platform in the past year.

focused on the golden goose honor of the industry and became Tencent Video's reporting performance this year. Tencent Video has harvested enough good content this year and intends to use such a report to continue to support the "new standard" of long video content. formulation.

For the long-form video industry in the new era, the interactive feedback of "good content" and "honor" is not only the mission of the platform to understand the content and focus on the content, but also provide standards and power for the industry - with Tencent Video The long video platform represented by , is taking on a brand-new temperament, which is a blessing for the entire industry.

Who is formulating the "standard"

One of the golden goose honors "IP Stars" in 2023 was given to "Three Body".

Before the Tencent Video drama version of "The Three-Body Problem" was actually launched at the beginning of the year, there were many doubts about the project from the outside world. Such a super IP, which has never been involved in the field of science fiction, and the difficulty of adapting the plot with the intensity of the plot, can easily become a "pitfall", and many people are worried about it.

But in such an environment, "The Three-Body Problem" directly used convincing adaptation and production to satisfy many audiences. So far, the Douban score still remains at 8.8 points, ranking second among domestic dramas this year. The praise includes but is not limited to "book-cutting adaptation", "industrialization of the series", "breakthrough in the science fiction genre" and so on.

In addition to "IP Star", "The Three-Body Problem"'s Golden Goose honors also include Producer of the Year (Bai Yicong), Director of the Year (Yang Lei), Best Screenplay (Adaptation) of the Year (Tian Liangliang), and Best Screenplay of the Year (Tian Liangliang). Best Visual Effects (Lu Beike), Best Music of the Year (Chen Xueran), Member Favorite Drama of the Year and Internationally Influential Drama of the Year.

"The Three-Body Problem" ranks second among domestic dramas this year on Douban. The first place ahead of it is also the only "9-point drama" in the year. It is also a solo drama "The Long Time" produced by Tencent Video. "The Season" - it is a suspense theme that director Xin Shuang has tackled again after a lapse of three years. However, because of its Northeastern background and relatively warm tone, it has triggered an upsurge of discussion among the people. It has become a representative of the reputation of Chinese dramas in the past year, and has also gone overseas, winning at the Seoul International Drama Awards and the Busan Film Festival.

In this golden goose honor, "The Long Season" won the Outstanding Producer of the Year (Lu Jing), Director of the Year (Xin Shuang), Best Cinematography of the Year (Chao Ming), X Theater Drama of the Year, and Audience-favorite dramas, member-favorite dramas of the year and internationally influential dramas of the year.

I have to mention "Sauvignon Blanc Season 1", which is different from "The Three-Body Problem" and "The Long Season", a costume drama, or what the audience often calls "ancient puppet drama" , is regarded as a strong type of Tencent Video.However, even if it is considered to be the comfort zone by the outside world, "Sauvignon Blanc Season 1" has also achieved double success in terms of popularity and reputation. The popularity has broken many records on the site, and the Douban score has maintained a score of 7.8. At the same time, "Sauvignon Blanc Season 1" has also achieved fruitful results at the overseas level, conveying "Oriental aesthetics" to the world.

In addition, at the variety show level, "Fifty Kilometers Taohuawu 3", which continues to explore the social status of young people, has formed its own brand and has become an "IP star" in the variety show field. Not only did classic IPs such as "Heart-warming Offer" and "Heartbeating Signal" win this golden goose honor, but new IPs such as "Stage 2023" and "I Can 47" also received recognition. Whether it is practical innovation under the old music variety show theme or the newly emerged concept of "survival experience", people can see the vitality of the variety show industry.

In the field of animation, "Douluo Dalu", which continues to export and go overseas, and "Dart Man", which insists on stylization, have become one of the winners of the golden goose honor, adding more certainty to this part of the content; on the documentary track, IPs such as "Flavour World" are also continuing to release top competitiveness in food and other categories and tracks under the new studio division of labor. In animation, documentaries and other fields, Tencent Video has maintained its leading position in the long video industry. And maintain a stable content output every year.

In addition, Tencent Video also invited representatives of theater movies to serve as content creators. Awarded the golden goose honor. Whether it is film and television comprehensives or animation documentaries, these good contents together constitute the "year" of Tencent Video.

A very intuitive feeling is that whether it is the constant emergence of new drama series benchmarks or the innovation in the field of variety shows, the water level of the entire industry is continuing to rise - many people commented that Tencent Video's "temperament has changed this year" ", a new level of quality like "The Long Season", or something like "The Three-Body Problem" that comes from scratch in a field, and the brilliance of IPs like "Taohuawu" after the precipitation, are all things people are looking for. This year’s “certain impression” of Tencent Video’s temperament and some new “standards” have been created subtly.

As a platform, Tencent Video is not the so-called direct "setter" of standards, but a participant together with the audience. As a connector and amplifier between content and audiences, under the evolution of business models, how audiences evaluate content is closely related to the platform’s benefits. How the platform understands content also determines what level of works can be provided to front-line audiences. .

This is the key to the sustainable development of long videos and the key for users and creators to have confidence in the platform.

Who will award the "honor"

On the surface, as the publisher of Golden Goose honors, Tencent Video is the "granter" of these honors. Whether it is the golden goose honor or the Star Awards the next day, in essence, Tencent Video tries to build a feedback channel with the industry and users to strengthen the standards of "what is a good work" in the minds of creators and audiences.

For the creators behind the content, the golden goose honor is an honor awarded by the platform. More commonly, the platform award is a kind of "audience award".

After the bubble period and precipitation period, now, both the industry and the audience's understanding of the platform, and the platform itself's understanding of the content have reached a new stage. In a certain sense, the source of these honors is not only the pursuit of content art, but also the respect and trust of the audience.

Let’s use “The Long Season” as an example. Before formal preparations, many people will have at least two doubts about this project. The first point is that it revolves around the story of middle-aged and elderly people. In a long video platform that always caters to young people, , does not seem so "marketable"; on the other hand, a suspense story based in the Northeast, how to innovate in elements, have a Northeastern flavor in art, and be innovative at the same time.

In interviews with producers Zhang Na, Lu Jing, director Xin Shuang and others, in the early stages of preparation, the platform and the main creators had already thought of the answer, for example, the level of the audience. Maintain maximum "belief" and believe that a story about middle-aged and elderly people can also resonate with all ages on an emotional level; the description of the Northeast does not necessarily have to be snowy, it can be an imaginary autumn - in the end, the plot The episode was filmed in remote Kunming, and a cornfield was planted from scratch.

To this day, when viewers think about the long season, they can recall the warm tones that are "different from many suspense dramas".

In a certain sense, this also outlines the tone of Tencent Video over the past year - "The Long Season" and "The Three-Body Problem" have become representatives of Tencent Video's breakthroughs this year, and behind the appearance of breakthroughs is a The persistence and continuation of this temperament.

"We have come out of the trough and are in the process of climbing up. This is not easy." At this year's Tencent Video V Vision Conference, Sun Zhonghuai, the leader of Tencent Video, once said with emotion. This is a truth, and it can also make the summary of the "golden goose honor" at this end of the year more meaningful - one of the charms of the content industry is that the content explosion within a period of time actually points to one or even multiple cycles. effort.

The superposition of cycles is the advancement of the platform and creators' understanding of content - the platform respects artists, and artists choose to respect art. In turn, as a platform, it also has an additional layer of user feedback. The annual golden goose honor is not only the award of honor, but also more like a "content report" made by the platform and users after a whole year. The summary of this node

can better reflect the update of temperament and the establishment of standards. It is true that changes in the platform's temperament cannot be achieved through slogans. As a source of content supply, only reports one by one can truly impress people.

In this "report", the platform updates its understanding and judgment of the content. Creators are also awarding honors and continue to work with the platform to clarify the direction of the content. Combined with innovative products such as "X Theater", the three-party stickiness of the platform, content (creators), and users will further increase.

The industry needs firm belief and continuous awards.

makes "three-party connection" more concrete

During this event, in addition to the "Golden Goose Honor" and "Starlight Awards", Tencent Video also planned a year-end special edition of the "Open Day" - Starlight Market, three The theme of each event is "Move forward, with starlight".

"Open Day" is a new move of Tencent Video this year. In May of this year, Tencent Video started from the "user-oriented" mission and tried to "let users truly feel the respect, sincerity and openness of Tencent Video through a warmer and more interesting way" and officially launched the brand experience IP " Tencent Video Open Day” event.

In essence, Tencent Video Open Day event is the embodiment of the three-way connection between the platform, creators and users. The first Tencent Video Open Day event was themed "Colorful Launches" and linked more than 30 IPs. Through non-stop celebrity interactions, IP live broadcast visits, IP material launches, fan co-creation markets, and IP first prizes, it provided The majority of users have carefully prepared a feast of content across all categories.

At the same time, Tencent Video Open Day also adopted the "online and offline combination" model to help release online content and guide offline fun interactions, expanding users' audio-visual entertainment experience beyond watching.

These interactions not only change the relationship between the platform and the user from one-way output to two-way interaction, but also effectively combine the platform with the content created by the creator to form a positive feedback between content resources and the audience. In fact, it is closely related to the Golden Goose Honor. Have the same underlying logic. This "Starlight Market" will become the annual version of the "Open Day", which is even more worth looking forward to.

In addition, the new status of "V8-starlight Honorary Member" specially awarded to outstanding creators in terms of monetary honor is also of great significance. The wooden frame is carefully made by master craftsmen and matched with the representative works or character stills of the corresponding honorees. This special physical gift vividly embodies the word "craftsmanship" and not only demonstrates Tencent Video's pursuit of excellence and never slackens. The cherishment of creators also conveys Tencent Video’s commitment to “continue to polish high-quality works for users together with more ideal, talented, and passionate artists.”

"Our entire industry is very resilient. In the face of various challenges, everyone can maintain the original intention of the creators. It is with the joint efforts of everyone that we can achieve today's results." Golden Goose Honor Above, Sun Zhonghuai said so.

For the platform, the gradually formed "new standard" is by no means sleeping on the credit book, but a driving force for continued progress. The creators who have been awarded the honor are not only the objects of motivation, but also the next step of the content. Practitioners of circulation are awarded honors and create "moments of honor" by producing good content.