The familiar theme song "Stealing Hearts" sounded again, and Magnolia's "Best Chinese TV Series" was finally won by "Flowers". At the same time, there were warm cheers at the scene, and no one was surprised at all by this result - this was almost the least suspenseful award in th

's familiar theme song "Stealing Hearts" sounded again, and Magnolia's "Best Chinese TV Series" was finally won by " Blossoms ".

At the same time, there were warm cheers at the scene. No one was surprised at all by this result - this was almost the least suspenseful award in the entire party, and it was exactly the same as most people's predictions.

You must know that there are ten awards in the Magnolia Chinese TV series section, and "Flowers" has occupied nine of them as early as the initial selection. The "Best Screenplay (Original)" was not shortlisted simply because "Flowers" is a literary adaptation and does not meet the criteria. Nomination Criteria. In the end, it was well deserved. This drama won five awards at Magnolia: Best Art, Best Cinematography, Best Screenplay (Adaptation), Best Actor, and Best Chinese TV Series. The entire party was filled with applause and surrounded by flowers.

The topic spread from the infield to the Internet platform.

The news that Hu Ge was crowned emperor for the second time "exploded" on Weibo; actor Wu Yue picked up the microphone and said to Tang Yan, "Come on Miss Wang." Wong Kar-wai, You Benchang, Ma Yili, Xin Zhilei, all the people in front of and behind the scenes were not present. Key staff members were mentioned one after another. Netizens who have been following the show for half a year still have the greatest enthusiasm for news related to this show.

"Flowers", which has been honed for four years, still makes the creators feel proud from its broadcast to its completion six months later, and it has also reshaped the public's "Shanghai impression."

In the past, Magnolia, after everyone arrived at the TV Festival, they all met to eat crayfish and discuss changes in the content industry. When we arrived in Shanghai this year, more and more colleagues began to immerse themselves in the Shanghai style. Influenced by movies and TV dramas, they re-examined the city of Shanghai.

Hu Ge said when accepting the award: "After watching "Flowers", I fell in love with the city of Shanghai and its culture." A drama drives the imagination of an industry and constantly gives new connotations and vitality to a city.

"Flowers" is more like a parable for the current film and television industry: it has become a model for the ceiling of good content, expanding the evaluation system from single data and audience reputation to a city's cultural tourism benefits, allowing "looking for the next "Flowers" ” has become one of the hottest topics at this TV festival. The charm of

film and television dramas is vividly demonstrated in this summer when "flowers" are in full bloom. Long video platforms, audiences, and the cities we live in need more "flowers" than ever before.

opens, looking forward to

Although the entire venue was still lively, what was different from previous years was that everyone gradually let go of their anxiety and learned to "peace&love". In , few people discuss how to regain the attention of long video users, and few people "complain" about the difficulty of platform projects and limited funding approval. On the contrary, everyone is looking forward to what kind of wilderness the long video platform will lead the industry to through the wind and sand after popular hits such as " three-body ", " long season ", " Sauvignon Blanc Season 1 " and "Flowers" place.

This expectation was first reflected on the network side. On the day of the opening ceremony of , Tencent Video's Goose Opera Party event "He Came from the Live" started at 11 a.m. and was live broadcast for four hours. During this period, the main creators of the 2024 Goose drama slate appeared on the red carpet one after another to "preach" the main highlights of each major drama.

From the main forces in the domestic drama industry such as Bai Baihe, Dilmurat Dilmurat, Lei Jiayin, Tang Yan, Zhang Ruoyun, to the new generation such as Chen Duling, Chen Feiyu, Zhang Wanyi, Zhou Yiwen, etc., the strong lineup of star artists directly supports Goose's face. . The last time there was such a star-studded scene dates back to the "Starlight Awards" at the end of last year.

On the artist’s Weibo and the official account of the series, almost all fans and netizens expressed their expectations.The afternoon Tencent Video 2024 blockbuster event has not yet begun. Dramas and artists such as " Sauvignon Blanc Season 2 ", "The Lady", "Liu Zhou Ji", " Evernight Star " and "Huan Yu" have already It has appeared on dozens of hot search lists and created nearly a hundred hot search topics.

After two years of structural adjustments in the industry to reduce costs and increase efficiency, the public opinion ecology is visibly healthier. After the trailer of 's daily film list was released, netizens did not pay as much attention to the actors' roles or roles in the drama as before. Instead, they paid more attention to the type of script and the creative team. They hoped that the new generation of actors would have the opportunity to learn from their experienced seniors. Use good content to upgrade your “coffee status” instead of relying solely on data traffic.

Tang Yan, who was nominated for Best Actress in Magnolia for "Flowers", even though she became popular again, she also announced in relevant reports that she would not choose the protagonist for her next film, but choose a supporting actress. Netizens did not feel that Tang Yan had relegated herself to "fame status", but instead praised the actress's courage and courage in choosing dramas.

Because in the past year, good content has demonstrated its influence to every audience. Even an inconspicuous supporting role still has the opportunity to be seen by more people through the collaboration of the main creative team.

Examples like this can be traced in the works shortlisted for the best TV series in Magnolia. For example, Jiang Qiming in "The Long Season", as a deaf-mute, his role in the drama has no lines and his role is limited. However, in only a few scenes, Jiang Qiming turned "sexual tension" into his own "famous brand"; Ning Li, who won the Best Supporting Actor in Magnolia that night, also appeared in "under the bustling city" He is not the protagonist, but in order to accurately present the character, he spent a month learning all the steps of nailing shoes, and another thirty years to finally stand on Magnolia.

Fan Tiantian was so excited that he cried when he walked on the red carpet. It is not difficult to imagine his feelings. This female artist, who left a deep impression on the audience with her "hot" performance, is now middle-aged. With "Flowers", she can finally introduce herself as an "actor" and successfully transform.

If good content is available, actors will not only improve their acting skills, but also prolong their career. Among the nominations for male and female protagonists in Magnolia, Fan Wei, Hu Ge, Tang Yan, Yang Zi, etc. have made the audience fall in love with them repeatedly with their classic hits; if the content is average and the acting skills are limited, then there may be "supporting role revelations". The embarrassing phenomenon of "desk" and "ineffective broadcasting" caused the entire crew to waste their efforts.

Under the long video platform's call to "respect artists", today's netizens understand one truth better than ever before, that is: "professional" is more convincing than "traffic".

Hot hits, confidence

The audience’s mentality is changing, and the confidence of the entire industry is gradually recovering.

24 At 3:30 in the afternoon, the carnival of "Goose Opera Party" has just ended, and the 2024 Tencent Video annual film and television release is coming again.

For the public, TV series appear more in the form of a "product" in front of the audience, and everyone's word-of-mouth evaluation determines the rise and fall of the related genre. But for creators, in the process of producing "products", they need a certain degree of determination and self-confidence in order to produce high-quality content in a market without methodology.

If the "Goose Opera Party" in the morning is a carnival for the audience, then the annual release in the afternoon is the rebuilding of the confidence of practitioners. Before

entered the press conference, the video exhibition of Tencent Video series was also held simultaneously. Excellent works such as "The Three-Body Problem", "West Exit from the Jade Gate", "Under the Fancheng", " and Fengxing", regardless of their size, As long as word-of-mouth is online, it will appear on the display board, representing a reward from the platform for everyone to take photos with.

At the exhibition event, there was also a display of the drama series Fu Hua Dao. Some walls have "stethoscopes" hanging on them, some have vintage bicycles from the 1980s and 1990s, some are corners of Shanghai's classic buildings, and some are displays of various antique costumes... See these on site The scenes, costumes and props that seem simple have their own meanings as the years go by, creating golden memories belonging to different periods.

Dramas such as "Chen Qing Ling", "Standing at Thirty", "The Master", "The Long Season" and "Flowers" were printed in the form of "line calendars" and appeared on the display cabinets. When the attendees passed by, they stopped and tore out the classic lines for their collection. Classic dramas such as

have not only entered the hearts of the audience, but also made Tencent Video explore and advance again and again. The video platform started in the 2010s and has entered the era of high-quality products while growing wildly. In the fight against piracy, it has achieved an era of paid members exceeding 100 million and member income exceeding 100 million. With the continuous creation of new classics, it has entered the current era of head effects. . The works in front of the exhibition stand all prove that good content is the only "magic weapon" to overcome the wind and sand here.

In fact, the cost reduction and efficiency increase in the past two years have been a big turning point for the industry sentiment. Many practitioners cannot see the future direction, and have become more conservative in production and dare not Try new content and make artistic concessions because of commercialism.

But in the "flower effect", practitioners do see that the long video platform has the leadership ability to help the industry survive the dangerous period. The most obvious thing about

is that good content frequently appears in front of the public as a hit. Take Tencent Video as an example. In 2023, "Three-Body", "The Long Season", "Sauvignon Blanc Season 1" and "Flowers" will run from the beginning of the year to the end of the year, detonating data, developing genres, and supporting cultural tourism.

In the first half of 2024, after "Flowers", "Walking with the Phoenix", " Qing Yu Nian Season 2 " and the recently completed " Rose Story " are all breaking the content ceiling, not only Tencent Video's data Yueyue remains at a high level, and at the same time, it breaks through the inherent genre narratives in its respective fields, and is extremely innovative, unique and irreplaceable.

At the annual film and television release site, Sun Zhonghuai, vice president of Tencent and CEO of Tencent Online Video, delivered a keynote speech and mentioned that the platform must establish a multi-dimensional evaluation system for content and will no longer measure the value of content based on the single dimension of "commerciality" , but taking into account artistry, encouraging innovation, and making good content endless.

"In the past, we mainly evaluated the project based on its economic benefits and whether it could make money. Now we have changed to a binary evaluation: we look at both the economic benefits and the artistic achievements of the work, as well as industry reputation and audience reputation. We no longer just look at it. Money."

At the press conference, trailers of multiple major dramas were displayed on the high-definition screen. Every time a drama was broadcast, everyone was discussing its possible impact. Wang Baoqiang, Tang Yan, and Yi Shu were all hot on the scene. discussed high-frequency vocabulary. When "Eternal Night Star" was broadcast, the scene even entered a "trance state" for ten seconds.

After "Flowers", there are more "Flowers" on the way. Continuous good content and continuous operating strategies bring participants continued confidence in the future of the industry.

bet, affecting

When Hedgehog Commune (id: ciweigongshe) joined Magnolia in 2021, the entire entertainment industry was in a state of worry.

Three years have passed, and everyone has realized that the value of long videos has always been a unique necessity. The most fundamental reason for is that the content influence of long video platforms can travel through cycles and influence generations of young people.

"The Long Season" and "Flowers" have become an unavoidable topic in Shanghai. Before the awards show, at various dinner parties, colleagues bet on each other, and it was almost an answer that no one could refute that "Flowers" would win the final award. Just like its number of nominations, this drama is good in almost all aspects, not only in data, reputation, and artistic style, but also in its "reshaping" of the international metropolis Shanghai. Only a few "orphans" can achieve this kind of multi-dimensional value.

During the Shanghai TV Festival, a film and television-related practitioner told Hedgehog Commune that "Flowers" had a great impact on Shanghai. After the series was broadcast, Shanghai Culture and Tourism carried out various publicity, including in the exhibition hall and walking on the subway. In the passage, you can also see advertising spaces for Shanghai attractions.

Perhaps it is the plot of Reiko working in Japan in "Flowers" that is deeply rooted in the hearts of the people. In Japanese food stores, dramas starring Ma Yili are even being staged in turn. On social platforms, Yellow River Road, Moss Garden, and Peace Hotel have become classic check-in spots that travel bloggers cannot ignore.

The economic benefits of cultural tourism brought by the "flower effect" have given Shanghai, an international city, a taste of the sweetness and decided to amplify this benefit. On the morning of June 26, at Magnolia's "Shanghai Audiovisual" boutique promotion conference, "Flowers", known as a phenomenon-level work, is driving a wave of TV drama adaptations in Shanghai that focus on the lives of Shanghai citizens.

Audiences like small love, content that is closely related to life, but the "flower effect" does not form in a moment, it takes time to settle.

This kind of precipitation not only refers to the four-year drama production cycle, the platform needs to give artists enough time and patience; on the other hand, it also refers to the platform's exploration of the huge potential of the "content map" - allowing the audience to Film and television dramas help you understand the city and feel its heritage.

In 2021, "Mountains and Seas" presented the process of poverty alleviation in Ningxia and the story of the lower class in the northwest of the Loess Desert, which moved countless viewers and won the Magnolia Award for Best TV Series in the second year; in 2023, the content map spanned the mountains and seas from the northwest, Arriving in the northeast region of "The Long Season", we went south to the Chengdu fireworks of "Hometown, See You Again", and finally landed on the Shanghai-style style of "Flowers".

The function of film and television dramas is no longer as simple as "entertaining the public", but starting from everyone's ordinary life, opening the door of the soul inward, reshaping the impression of the city outward, and letting the public see it through the screen A broader lifestyle, also chasing shining days outside the screen.

Chinese director Yan Jiangang, Chairman of the Magnolia Award TV Series Category Jury, commented on the ten shortlisted TV series and said: "TV series shorten the distance between us and the world and expand our understanding of cultural integration. Those colorful, thick, mysterious The stories all demonstrate the unique charm of TV series. "

Tencent Video has also reached the "long-termism" of the long video platform when it is chewing hard IPs and doing difficult and right things - . In fact, this time. Magnolia, no matter whether it bets on "The Long Season" or "Flowers", Tencent Video wins in the end.

ended, mission

June 28, the last day of the TV Festival, female stars such as Wan Qian, Liu Yifei, Tang Yan, Zhang Xiaofei, etc., remained high on the main search list.

Five years ago, Mesozoic actresses were still fighting for opportunities on various award stages. Five years later, everyone is shining in the film and television field with their masterpieces.

Looking at the podium, behind every award-winning drama series, the creators have made unimaginable efforts. When Qin Wen, the screenwriter of "Flowers" was sorting out the script, she discovered that she had written millions of words in the process of adapting the script; in "The Long Season", the creators traveled all over the world to find the golden cornfield and tried their best to find it. To find a way to get Wang Xiang's train moving, Best Director Xin Shuang also assured the audience that he is already working hard... The reason why good content is born is that there are always people who try repeatedly just to resonate with the audience.

has to admit that from the platform side, the production side to the actors, the entire industry ecology has become more sustainable.

In the past, big traffic + big IP + strong cast lineup was a tried and tested combination rule for domestic dramas. The data of hundreds of thousands and millions of times made practitioners get carried away, but what they ended up with was data fraud and complaints from the audience. However, in the past two years, the industry has gradually disenchanted with "traffic" and "fresh meat". Long video platforms are willing to support newcomers and are more willing to hand scripts into the hands of acting schools and artists. The creators of

have gradually diversified their ways of telling stories.Domestic dramas are no longer the domain of idol dramas. "The Long Season", which was shortlisted for the "Best TV Series" category, focuses on the elderly. It has a total of 12 episodes, but it has attracted millions of people to give it a high score of 9.4 on Douban, setting a record of 2010. The reputation of domestic dramas has reached a new high after the 1990s; "Hometown, You Are Well" does not have the blessing of popular artists, and it does not delay the leisure and comfort of Chengdu at all, and is transmitted to the audience through the screen.

Compared with the "goodness" of the results, the entire industry pays more attention to the "rationality" of the process. is the biggest winner of this year's Magnolia. Tencent Video's 18 production and broadcast works were shortlisted for 36 awards, and 6 works won 10 awards. Behind this ability to create good content comes from the platform's continuous reform at the cognitive level.

Sun Zhonghuai openly shared the specific strategies for changes in Tencent Video’s content business at the 2024 Tencent Video film and television release site. First, the platform reduces quantity and improves quality, improves financial models, and uses good steel on the cutting edge; second, in order to reduce corporate inertia, the studio continues to implement a job rotation system and increases assessment pressure to increase the hunger for good content. Third, change the relationship between production and broadcasting, and "share risks, face the audience together, and share profits" with the production company.

The most important thing is that Tencent Video has always played a good role as a server, encouraging professional artists to be productive, making the industry more stable in the uncertain market road, and bringing more feedback to the audience. "Signing is a success." Times are not conducive to the steady development of the industry. We hope that truly professional creators and truly excellent production companies can either cry together or celebrate with champagne. "

These have already been reflected in the entire Tencent Video. In the content ecosystem. In addition to dramas, variety shows, animations, and documentaries are also focusing on the preferences of different groups. After the variety show "Exciting Offer Season 5" was shortlisted for the "Best Variety Show" unit, Tencent Video announced at the launch site that this program will appear in the audience's view for the first time in the form of the series "Come Now"; the animation "Dart" "People" was not only shortlisted for Magnolia's "Best Animation" nomination, but also appeared in the film and television adaptation ranks due to the audience's "hand vote".

The entire entertainment industry no longer believes in the law of hot hits, nor does it create topic anxiety. Instead, everything starts from good content.

At this year's Internet Audiovisual Conference, Sun Zhonghuai mentioned in his keynote speech "New Mission, New Journey, Content as Mission" that the "sense of mission" of the platform is the first priority. The healthy development of a company is not only related to the fate of the company, but also related to the upstream and downstream of the industry, the employment and livelihood of thousands of families, and everyone's daily entertainment.

From the industry effects of "Three-Body Problem", "The Long Season" and "Flowers" to the audience feedback of "Celebrating More Than Years Season 2" and "The Story of Roses", paying attention to valuable issues and telling a story well is the mission of all Foundation.

This story may influence the appearance of more "Flowers", and also lead the audience to travel through reverse journeys and reach the stars. The

awards night is over, but the industry’s discussion about the Magnolia Awards continues. After this summer, the film and television industry will also move towards a new cycle. In this cycle, "The Three-Body Problem", "The Long Season" and "Flowers" will also be like beacons in the industry, waiting for the next successor to approach.

Just as Sun Zhonghuai concluded at the end of his keynote speech: "This is also my long-term expectation for the TV drama industry. I look forward to rewarding long-term professional builders and contributors. I look forward to us finally blooming in the ideal wilderness."