On the morning of September 26, the first Beijing Internet Audiovisual Art Conference’s online drama theme seminar was successfully held. This seminar had an in-depth exchange with the theme of "Innovative Expression and Artistic Expansion of Premium Drama Series". Leaders of various departments, heads of institutions, experts and scholars spoke freely and attracted attention.
Innovation and expansion:
grasps three sets of relationships and resonates with the times
After years of development, online dramas have entered a new stage and become a new force. The concept of quality improvement and upgrading has been respected and valued by more and more production institutions and broadcast platforms.
Yang Zheng, deputy director of the TV Drama Department of the State Administration of Radio and Television, mentioned in his speech, “First, we must balance the relationship between the sense of the Internet and the sense of reality, focus on the times, and record everything; second, we must balance the relationship between originality and IP adaptation. Keep up with the rapid zoom of social life; third, balance the relationship between localization and globalization, and open a wide-angle lens of cross-cultural vision."
As a center of online film and television in the country, Beijing leads the country in the reputation of online dramas. Regarding how to accelerate the high-quality development of online audio-visual quality creations and launch more quality masterpieces that are recognized by the market and loved by the people.
Zhang Su, member of the Party Leadership Group and Deputy Director of the Beijing Municipal Radio and Television Bureau, said, “The first is to move in the same direction with history and carry forward the excellent traditional Chinese culture; the second is to walk with the times and show the grandeur of the new era and new journey; the third is to be of one mind with the people, Adhere to the people-centered creative orientation. The fourth is to share the same channel with the world, tell Chinese stories well, and spread Chinese voices well."
In terms of the exploration and development of online dramas, representatives of three industry leading companies shared their experience in online dramas Industry thoughts and experiences. Wang Xiaohui, chief content officer of iQiyi, believes that the eternal truth is to empathize with the times; Wang Juan, vice president and editor-in-chief of Tencent Online Video, also insists on treating the artistic value, social value and aesthetic value of a work as quality. Gold standard; Xie Ying, Vice President of Youku, emphasized the need to use Eastern aesthetics to express cultural confidence, promote exchanges and mutual learning with deep empathy, and enrich genre expressions with Chinese stories.
In addition, Li Xiaodong, director of the Social Liaison Department of the Chinese Writers Association, announced the "Recommendations for Internet Audiovisual Works Transformed from Literature by the Chinese Writers Association" which received widespread attention in the industry. He mentioned that his job is to turn literature from fruits to seeds, from finished products to raw materials, and proactively provide original experience and original materials for adaptation and creation for online audio-visual and various programs.
Exploration and Breakthrough:
"Quality" and "Diversity" have become the consensus in creation
From 2014 to this year, the development of online dramas has gone through years of exploration and development, and "quality" and "diversity" have become the consensus in creation of online dramas. Major platforms and production companies have become important forces in shaping the online drama market, driving the booming development of the online drama market. The realistic quality of life and social issues in high-quality content drive public discussion and touch the emotional resonance of the audience. Dai Ying, senior vice president of iQiyi, summed up the characteristics of this year’s online dramas in three words: “diversity, quality, and humaneness.” "We need to have more works that are critical and reflective, convey the emotions of the times, and be able to form empathy with this era." Dun Qi, vice president of Alibaba Pictures and head of Dunqi Studio, shared Youku's content layout In terms of thinking, he believes that "the most important innovation is the core competitiveness of each work, which must empathize and resonate with users."
's realistic creative style is truly implemented, and the non-floating and down-to-earth production core brings more and more The more high-quality content there is, the higher the production level of the industry will be and the industry will develop upward.
Jia Yao, deputy editor-in-chief of Huace Film and Television Group, said, “In film and television creation, important national strategies must be expressed in a youthful, youthful, and international way. This requires a deep understanding of the country’s strategy and layout, and a deep understanding of the country’s strategy and layout. The current society has a keen awareness and a full understanding of how young audiences accept it, and then presents it in a relatively international way."
Using IP to leverage high-quality content is also an important path for many leading production companies to seek success.
Bai Yicong, director of the Youth Working Committee of the China TV Drama Production Industry Association and founder and CEO of Linghe Culture, expressed his thoughts on the development of big IP. "On the innovation track, the platform needs a lot of courage and a good acceptance and pattern of our innovative content, and the producer needs to have enough love and interest, because innovation requires constant trial and error and exploration."
Regardless of the subject matter, content, broadcast format, or value empowerment and other dimensions, the online drama market is showing a prosperous scene.
Ji Junhong, President of Beijing Straw Bear Pictures Co., Ltd., talked about his thoughts on content layout for future development. He said, “First, Straw Bear Entertainment focuses on long videos instead of short videos; second, in long videos, it focuses on drama series that it is good at. Tao, does not produce movies and other categories; third, emphasizes the diversity and richness of content."
Youth writing and innovative expression
continue to empower the development of online dramas
"Youth Narrative" connects history, future and present, It has become an important way to win in film and television dramas. The audience of online dramas skews younger, and using a youthful voice to express mainstream values is more likely to be accepted by young audiences. "Youth expression" has become an important direction in the creation of online dramas.
Professor, doctoral supervisor, screenwriter and producer of Beijing Normal University, executive deputy director of the Youth Working Committee of the China TV Drama Production Industry Association, chief producer and chief screenwriter of "Welcome to Melocun" and "The Legend of Yunxiang" Liang Zhenhua believes that , "Youth has nothing to do with age. Youth is a kind of courage to pioneer new things. Youth narrative is a spirit of vigor and innovation flowing in the hearts of different subjects and different creators."
The youth narrative of film and television dramas combines this kind of empathy Resonance is presented audio-visually through artistic means. It is an understanding of life, growth and a deep awakening to social life.
Zhang Wei, professor of the Department of Literature at Beijing Film Academy and screenwriter of "Menghualu" said, "Youth narratives focus on the expression of personal issues, and it is precisely this that particularly attracts young people." Screenwriter of Beijing Forbidden City Film Co., Ltd. and "The Long Journey" "Season" screenwriter Yu Xiaoqian also said, "Youth narratives mainly focus on two points, the currentness and forward-lookingness of aesthetic expression. As creators, we do what we should do and maintain good content."
Times Volume, Youth In response, online drama creation is "rejuvenating". How to continue to attract young people, the main consumer group, with more appealing youth stories? Lu Zheng, the original author and screenwriter of "Trident", believes that youth is a kind of strength and has nothing to do with age. In film and television creation, we must constantly innovate and seek new expressions in terms of subject matter, type, and character creation.
As a new track, split-account drama has now formed its own systematic content vocabulary.
Bai Ning, the founder, director, screenwriter of Beijing Kuaijin Culture Co., Ltd. and the screenwriter of "The Golden Lin Guyu Lai" talked about his experience on the branch drama track. "The entertainment attributes of split-account dramas are more and more vertical. As a production company of split-account dramas, they need to be specialized in multiple functions, and the market situation is relatively concentrated in terms of genres."
At present, online dramas have entered a new development of accumulated accumulation and organic integration. stage. This online drama forum will explore the cutting-edge trends in industry development from the perspective of innovative expression and artistic expansion of high-quality dramas, and strive to broaden the path for high-quality creation of future online dramas. Entities in various industries should strengthen their confidence, form synergy, persevere in strengthening quality creation, promote innovative leaps in artistic content, and contribute to playing the online audio-visual cadenza.
