Iggy Art CEO Gong Yu: Reshaping the "Great Era" of Chinese Culture and Entertainment

Dr. Gong Yu, founder and CEO of Iqiyi, brought us a keynote speech titled “Reshaping the New Era of Chinese Entertainment Culture”. The following is the full text of the speech:

Gong Yu: Distinguished distinguished guests, it is too much pressure to speak behind Luo Si. When I came up, I thought, relaxed, talked about some viewpoints from the perspective of industry and our specific work, and set aside this question.

The current online video mode has been in China for 10 years and it is really fast. Online video has attracted a lot of attention in recent years, and it has been 15 years since downloading. The impact of scientific and technological progress on society is far-reaching. The impact of online video technology on the industry is roughly two steps, at least I think so. The first step is the path to the platform or from the content to the user, which is the impact of the innovation, change, and efficiency of the platform. The second, the impact on the content. On the platform, we talked a lot, because the development of the network audio-visual technology, allows users to watch the video, when viewing the work when the comprehensive cost is low, regardless of time, space, money, etc. Overall cost reduction. We originally watched video products and watched from the earliest stage play. Now online video has given us a lot of freedom. Some of the original ideals have now become a reality. Now that the liberation, behind the technological changes, may have great changes in the network audio-visual industry, for example, the recent development of some technologies, the definition of 4K, now look at the network audio-visual industry to achieve 4K easier, such as stereo, there is With various standards, such as Dolby 7.1 channels, the network audiovisual industry is easier to implement than traditional industries. This is the new technology's characteristics and characteristics. Such as 3D popularity, etc., we can imagine the next 1 or 2 years, we see the network audio-visual programs, if part or even most of them can achieve 4K, can achieve 5.1 or 7.1 channels, you can achieve 3D, then this This kind of audio-visual effect will certainly take the entertainment approach to a new level. This is the first point to promote new steps, and the best and most borderline means is online video. Technological advances will have an impact on the technology of this industry, and it will have a strong driving effect.

Everyone is well aware that online video is growing from different ends. The first few years were the PC side. These years are mobile, and you may be transferred to the TV in a few years. The original PC connected people and information, we can use PC, keyboard, mouse, touch screen, etc., more and more convenient to get more and more rich information, but now more time, we call the "media time" transferred to The biggest difference between mobile terminals, mobile terminal terminals and PC terminals is that they are private devices and not shared by multiple people. Second, the device is portable, according to third-party statistics, this is the data of previous years, the Chinese mobile phone within 1 meter from their own, the average time per day more than 14 hours. This 14 hours to 1, 2 hours, to 10, 20 minutes next to the PC has changed from quantitative to qualitative, mobile terminals will affect our lives and change our lives. The characteristics of this mobile terminal, coupled with the sensors of mobile terminals, such as camera heads, photo-taking, and position sensors, posture sensors, etc., these technological changes and innovations suddenly led us to discover that through mobile terminals, we It is not simply to obtain information. At the same time, it is found that when we get information, we are closer to the service. That is, the development of the mobile terminal will produce a change in the video industry. This change is the original connection of people and information, and now it is gradually transformed into connecting people and services. How to say the specific image? When I use the mobile terminal to watch videos, I can also access the information and services related to this video. For example, when I watch a movie or TV show and watch it on a mobile terminal, I can easily obtain the game with the same name and the same IP. Derivatives inside, such as a magic wand or a necklace, make it easy to place orders on the mobile terminal when watching movies and TV shows. Or, for example, when watching a film on the way to work or off work, I suddenly found out that I wanted to watch this movie. He could easily find a movie theater within 1 km of the neighborhood using a mobile phone. It is a specific, small service link, but for a long time, with a large amount of users and high transaction frequency, you will find that our life is gradually changing.

This is an impact on users and has a far-reaching impact on the industry. We know that in the movie industry, Hollywood's movie box office revenue only accounts for 30% to 40% of the production company's revenue. Other income include new media licenses, DVD authorisation, derivatives, theme parks, etc., but the income of the Chinese movie industry More than 90% come from the box office. We rely on derivatives, rely on theme parks, rely on games, and may still need a long way to go, but the Internet has given us the opportunity to overtake the curve, allowing us to use the Internet as an efficient opportunity to connect services and people outside of information. The path is shorter, so it is very likely that the online innovations and forms will make our entertainment industry, especially the entertainment production industry, no longer rely solely on box office and copyright fees, so that the structure of the industry will be more abundant. It is an opportunity for innovation.

The next thing to talk about is content. We recall that the development of science and technology has an explosive impact on content and it is a qualitative change. I was impressed in 1895, the birth of the film. Before the film was born, everyone went to the scene to watch the drama and watch the drama. The spread must be limited. After the film was born, the first film was a train entering the train station. It was a shock to the people on the scene, and there was no sound or black and white. Everyone saw a continuous image. At that time, it was more of an experimental product. More than 110 years ago, this invention gave birth to a new form of literature and art - film. In 1925, the invention of television was not as clear as it was in movies. There were many individuals and institutions competing for the invention of television. It was fortunate that they were all born in the same year in 1925. The invention of television allowed us to create new forms of literary and artistic works. We have variety of forms such as variety shows and television shows. Internet video, we have just realized this problem. What is the real original work under the Internet? Everyone is really just beginning to create. Just like Ross said, simply moving traditional forms, movies, and TV programs to the Internet can do this, but it's really not the greatest value of Internet audiovisual. It is necessary to create content that is suitable for the original audiovisual environment of the Internet. There are several characteristics, we are gradually exploring. Now, the whole industry started to think systematically. Apart from non-compliant and non-mainstream content, it is even more important for us to find content that meets the mainstream values, which is professional and socially responsible. Some of my own thoughts:

1. The content of the Internet's audiovisual content is also an advantage. It is also what we must insist on, that is, respect for "young people." This "young man" is not only divided by age. If a person with a very old age is young, I also put in a group of young people. Because of the spread of culture and language, many languages ​​are produced on the Internet. For example, "cups" in previous years, these are not allowed to appear in newspapers or publications, but we think of many interesting things. For example, most of the words we talked about today were 1000 years ago and 500 years ago. Standard language? Because our culture is gradually changing and changing, we are making progress. For example, the so-called "Chinese-style English", such as "Long time no see", we are jesting, the results into a foreign dictionary, become the standard English vocabulary. Another example is that at the end of last year, "do not die," many people present may not know what this means, but also entered the Chinese-style English, become a standard foreign language, although not many people. Too many Chinese words, too much Japanese to China more than 200 years ago, is now our standard vocabulary. We all say that Chinese culture influences Japan. In the past 100 and 200 years, a lot of Japanese vocabulary entered China and became our daily standard. The term, culture is improving. The technological development of the Internet and the development of network audiovisual technology will allow our language to make progress or innovation and change. The greatest motivation for this kind of innovation and change comes from young people. The way young people are willing to accept and express now is something that we should value. It does not mean that mainstream values ​​are biased, mainstream values ​​have nothing to do with age, and they have nothing to do with the times. We should all be unified.

But what kind of ways do young people like? This is a matter of concern for the network audiovisual industry in terms of original content.

2. Production improvement and quality improvement of content. In the past, the content of the Internet that people talked about was definitely rigged, low-cost production, winning eyeballs, and finding special enjoyment on the senses. This is not good. But this is not true of the real industry. The industry has its advantages. For example, it will change quickly and there will be a lot of room for innovation. And its industrial structure will be quickly concentrated in a short time. The advantage of concentration is that we can put a lot of money and resources into investing and make the best works. Therefore, our appeal is to hope to create the best works with greater input in a very short period of time in the future. Some of the original ideas, such as a TV show and a film unit time investment, we always believe that the network should be lower than the traditional industry, which is wrong. What we should do now is to invest more, make it more beautiful, higher quality, and more in line with the needs of users. Of course, we must also hold onto mainstream values.

3. Because of interaction, sociality, and mobility, the creative space of the work is greater and the ability to innovate is greater. Let more and more innovative products, interactive, social content, works can be born into our lives, let our industry under the innovative content faster development.

To sum up what I have said, the impact of online video and network audiovisual on the platform is also the impact on the content innovation. We hope that we can correct them in a more serious manner. We hope that we can jointly explore and make the industry more healthy and more vigorous. Thank you.