| Dada band gathered in the air, Beijing and Wuhan sang "South" on the same screen in different places in Beijing and Wuhan |
"I remember staying in the south, and the breath and colors there, the heart has been flying gently..." February 26 In the evening, tens of thousands of netizens listened to the song "South" sung by the Dada band at the "House Strawberry" online music festival. Fans were "watching" online, and the band members also gathered together in space.
"House Strawberry" is not the only case of "cloud" in offline entertainment. Since the Spring Festival, in order to effectively control the spread of the epidemic, people have chosen to "stay" at home, and entertainment needs have also shifted online. Not only is the popularity of traditional online entertainment such as video-on-demand soaring, but many offline entertainment forms restarted on the "cloud" due to the epidemic have also gained considerable popularity, making the industry pay more attention to the development of online formats.
"The outbreak of online entertainment is actually an accelerated transformation of the cultural industry caused by the epidemic." Fan Zhou, Dean of the Institute of Cultural Development of Communication University of China, said that increasingly mature digital technology opens up new scenarios and new opportunities for the entertainment industry. And the new space of business, "It can be clearly seen that the entertainment industry will have a trend of digitization and integration in the future."
"long" and "short" are combined, and the popularity of video platforms is soaring.
movie "囧 Mom" "Fat Dragon "Jiang" premiered online, new dramas "Under the Brocade" and "Want to See You" are not diminishing, and old dramas have also begun to be used twice and three times... Staying at home, online film and television have become a "necessity" for netizens. During the Spring Festival of 2020, the effective playback of long videos on the entire network has increased significantly.
| "囧Mom" poster |
The reporter learned from iQiyi that from January 27, 144 hits and 64 high-quality domestic film masterpieces will be broadcast for free. During the Spring Festival, the average daily users of iQiyi increased by 21% compared with normal days, the average daily viewing time of movies increased by 36% compared with normal days, and the average daily playing times per capita increased by 27% compared with normal days.
The long video market is hot, and short videos are also popular. According to data, from January 24 to February 7, a total of 107,000 people posted 259,000 Douyin videos, with a total of 3.3 billion views. Huang Chuxin, deputy director of the New Media Research Center of the Chinese Academy of Social Sciences, said that in the process of fighting the new crown pneumonia epidemic, short videos have played a significant role in guiding public opinion and calming people's hearts.
In addition, since the outbreak, multiple audio and video platforms have launched special programs on mental health and emotional companionship. The Lychee Audio Platform has launched the "Spring Festival Companion Program" and organized a group of "Temperature Artists", "Temperature Anchors" and experts to help people relieve the pressure caused by the epidemic in a variety of ways.
"During the epidemic, some companies were able to accurately meet diverse needs, not limited to spending time, entertainment and decompression, but also launched a number of non-contact applications with charging learning, psychotherapy and other functions to meet the multi-faceted spirit of the public in special times Demand." Fan Zhou said.
in the same frame in different places, restarting offline entertainment on the "cloud"
In the days without leaving home, offline entertainmentPractitioners of ”launched a self-help operation, forming a unique landscape in the “cloud”.
On the evening of February 22nd, Modern Sky launched the second season of "House Strawberry" online music festival to meet with netizens. In the following week, 93 groups of musicians including Angela Chang, Peng Tan, New Pants Band, and Houhai Sharks met with fans through live broadcast.
Compared with ordinary music festivals, "House Strawberry" is more relaxed and casual. In addition to sharing their works with fans, musicians also show cooking skills and play games... The extraordinary live content has attracted a lot of " Onlookers." Statistics show that from the beginning of the second season of "House Strawberry", the popularity exceeded the peak of the first season. On the first day of the second season, the highest popularity in the live broadcast room soared to 1.31 million, and the total number of people watching the show in seven days reached 15.84 million.
"It's quite fresh, it feels like watching these singers on a reality show." Xiao Li, a college student from a university in Wuhan, is a loyal fan of the Strawberry Music Festival. For him, the "cloud" at the festival is a new experience .
During the extraordinary period, because the program could not be recorded normally, the David TV and video websites also found new ways to explore new modes such as "cloud variety show" and "cloud recording". "Hi!" by Hunan Satellite TV What are you doing", "Can You Eat Like This", "We House Together" and other programs use vlog to record content; iQiyi’s "House Home Cloud Comprehensive" series covers music, games, sports, etc. In terms of themes, it provides users with more home entertainment content.
| iQiyi's "House Home Cloud Comprehensive" series |
The "cloud recording" mode adopts a remote and light operation method to complete all aspects of content from planning, production to broadcast in the "cloud", which is nothing Easy work. "This series has a very large demand for artists, and the preparation time is short." iQiyi said that the biggest challenge in the preparation process was the need to communicate and plan with a large number of artists. As for how to choose the theme and angle of the show, it is understood that the relevant team of iQiyi has put forward more than 100 ideas about this. After layers of screening of safety, practicality and fun, the current online Several shows.
breaks the wall and merges, the industry ushered in a new opportunity for development
The wave of "cloud" is still continuing, how do users and experts comment?
"I can treat the online music festival as a variety show, but the reason why I am attracted to the Strawberry Music Festival is because the offline atmosphere is so good." Xiao Li told reporters, "Strawberry House" Occasionally, the form is indeed fresh, but I can't give up my nostalgia for the offline atmosphere. In addition to the "Cloud Music Festival", due to technical limitations, the program quality of the "Cloud Variety Show" made through "Cloud Recording" still has a certain gap with conventional recording.
Under the epidemic, "rushing to the sky" is an active self-help behavior of the entertainment industry. Virtual exhibitions allow people to broaden their knowledge, live broadcast online to watch famous mountains and rivers, online literature to cultivate reading habits, and video games to kill leisure time... Before the epidemic is truly controlled, there may be more forms of entertainment on the "cloud". Meet everyone,Meet people's spiritual and cultural needs.
Fan Zhou said that for the online entertainment industry to gain further development, the supply of high-quality content will still need to be strengthened in the future. “To create a high-quality cultural experience, we must use technology to break the boundaries between virtual and reality, from simply restoring reality to innovative gameplay. Create a new experience transformation." Professor Zhang Yiwu of the Chinese Department of Peking University and director of the Peking University Cultural Resources Research Center also believes that this new attempt and exploration of online entertainment can provide many possibilities for the development of the entire industry. "With 5G, With the continuous popularization of new technologies such as AR and VR, online models will become an important supplement to offline activities, and will also provide new growth points for the development of the industry. "
"During the epidemic is a concentrated period for cultivating users' online cultural consumption habits. Consumers have a better understanding and acceptance of the concept of online entertainment, which has laid a certain user base for the promotion of online entertainment in the future." Fan Zhou said that the enthusiastic response of users to online activities will bring future industry transformation Gained confidence. How to create distinctive, diversified, and innovative segmented products and gameplay based on existing offline resources, and walk out of the path of differentiated development, is the key to enterprise transformation. "A platform that has accumulated advantages during the epidemic There will be a lot of cooperation and competition with enterprises, and companies and platforms that are about to enter the venue, and the entertainment industry ecology will also change accordingly."
In addition, with the expansion of the online entertainment market, a variety of new content and new models Even new business formats are emerging one after another, bringing new challenges to market supervision. Fan Zhou believes that relevant departments should form a regulatory system for content, platform, and copyright specifications as soon as possible, gradually realize the unification of online and offline standards, and guide enterprises to actively and efficiently comply with regulations.
How to promote the healthy development of new online entertainment formats while strengthening supervision? Fan Zhou suggested that relevant departments can support by optimizing approval procedures, innovating approval procedures, reducing fees, rent-free, broadening financing channels, and encouraging the creation of fine online audiovisual works. "The "28 Articles" of cultural enterprises issued by Beijing targeted numerous preferential and supportive policies for the Internet-based digital entertainment industry, including shortening the review time of online audio-visual products, providing online registration of copyrights of works, online adjustment of copyright disputes, etc. It is worthy of reference and promotion." Fan Zhou said.
-
-
-
-
-
-
-
-
-
-