Luo Jianhui: Grasping the New Normality of China's Internet Audiovisual Industry Development

Pictured: Luo Jianhui, Director of Network Audiovisual Program Management Department of the State Administration of Press, Publication, Radio, Film and Television

Mr. Luo Jianhui, Director of the Network Audiovisual Program Management Division of the State Press, Publication, Radio, Film and Television Bureau, gave a report from the main report titled “Get the New Normal of China's Internet Audiovisual Industry Development”. The following is the full text of the report:

Luo Jianhui: Good morning everyone! I am very pleased to have come to this year's China Network Audiovisual Industry Forum in Shanghai. First of all, on behalf of the Network Audiovisual Program Management Division of the State Administration of Press, Publication, Radio, Film and Television, I would like to express my warm congratulations on the hosting of this forum.

Everyone knows that the forum has been held for the sixth year. I myself have participated in this forum for several years. I also spoke during the last few forums. I thought, what did I say this time? The theme of this time is “Create a new border for industrial prosperity”. Our current network audiovisual industry is changing rapidly. The industrial boundary is unavoidably related to industrial change, ambiguity, and reconstruction. It is based on the “vision foresight” to conduct in-depth discussions. I think It makes sense. Although the development of our industry is constrained by various factors, the content is the core link. Today's "China Culture and Entertainment Great Era", culture and entertainment, mainly refers to content products. Today I want to focus on content construction.

It is my main point to vigorously improve the quality and level of the construction of network audiovisual content. Why do you say that? First of all, we must realize that with the joint efforts of all parties, the current network audiovisual industry has achieved remarkable results in terms of content construction. First of all, it shows that the production of audiovisual and original programming on the Internet is prosperous, and the mere transport of traditional media content can no longer meet the demand of network audiovisual users for featured content. It is clear to everyone that in the past two years, the major websites have been pursuing the richest content possible. Many video websites have already paid more and more attention to home-made programs, and some websites have even been promoted to the height of their own long-term development. Make adaptive arrangements from institutional settings, adjustments, budgetary arrangements, and personnel organization. At the same time, professional film and television production agencies also see the prospects and business opportunities in the field of online video, have joined the field. I believe we all know that in recent years there have been constant news reports. Many famous websites have set up specialized content production departments. The institutions that produce programs for traditional radio stations and television stations have also opened up specialized departments to produce new media content. The number of self-produced programs on the Internet has rapidly increased this year. As of the end of November this year, among the information records of the network video programs of the General Administration of Communications, 396 online games were registered for registration, and more than 2,000 were micro-movies. The number of online programs increased strongly. Obvious achievements are also reflected in the current overall improvement in the quality of content. It should be said that under the efforts of everyone, a number of ideological and artistic structures have emerged, and the click-through rate has risen to hundreds of millions. In April of this year, various provinces and cities recommended several positive energy works for selection. The nationwide network broadcast television station and major video sites have been jointly exhibited for half a year. So far, social response is relatively good and the hit rate is relatively high. In the society's call for and the promotion of good works by netizens, some institutions that had previously produced vulgar works also began to transform their efforts to produce positive energy works. These are all good and positive aspects. However, we should see that there are also many problems in the dissemination of content production. In mid-October, General Secretary Xi Jinping chaired a symposium on art work and delivered an important speech. I believe we have learned the spirit of Xi’s speech. The speech of the general secretary clearly stated that there are a number of quality issues in literary and artistic creation, and there are issues such as plagiarism, imitation, and stereotyped issues. These problems are constantly prevalent in the field of network audiovisual, and some are still quite serious. For example, a lot of shoddy production, program creation is out of practice, and many home-made programs have vulgarity. It should be said that they are stained with copper odor. If such development continues, it will run counter to our goal of developing industrial prosperity, and it will shake the foundation of the entire industry. To see the importance of these issues, we must resolve them as soon as possible. How to deal with it? The speech made by General Secretary Xi pointed out the direction for our efforts. In the future, our network audiovisual service industry should use the speech of the general secretary of learning and learning as a guide to improve our program production and creation. We must unswervingly improve the quality and level of the program. . Here, I combine personal suggestions on the speeches made by General Secretary Xi to make some suggestions:

First, adhere to the people-centered creative broadcast orientation. General Secretary Xi’s speech clearly stated that socialist literature and art are essentially the people’s literature and art, and that literature and art must reflect the people’s aspirations. They must adhere to a people-centered creative orientation, serve the people, and serve socialism. Persist in taking the people as the center and demanding that the work be grounded and connected with the hearts of the people, the work can have emboldenedness and spirituality. The number of people on the Internet in China exceeds 800 million, and the number is still increasing. The group of Internet users is not special. Like other people, it is the source of literature and art creation, and it is the theme of works service and performance. Netizens, who are also connoisseurs and judges of the works, must adhere to the principle of taking people as the center during the broadcast of network programs. In this regard, special attention should be paid to the need to actively promote and meet the needs of the majority of Internet users to spread mainstream values. We should not only meet the unhealthy needs of a few people, but also must take a clear-cut stand, firm in perseverance, and guide everyone in agreeing with the mainstream values ​​of the society, and should not allow personalized and small-minded services to serve as pretexts for the demands of unhealthy and unhealthy people.

Second, we must give top priority to social benefits. General Secretary Xi demands that the majority of literary and art workers should uphold the banner of socialist core values ​​and guide people to establish a correct view of the nation and culture. It is particularly emphasized that the excellent Chinese culture is the root of the Chinese nation, and it is also a solid foundation for our business culture to be firmly established. To inherit and carry forward the fine Chinese culture and aesthetics. With regard to the requirements of the general secretary, we must deeply understand that many works in the previous stage have neglected the phenomenon of social benefits. Although our commercial website is a commercial operation, we must not forget that we shoulder the responsibility of the media and the media's mission. We should adhere to the unity of social and economic benefits, and implement the spirit of patriotism and traditional Chinese culture to the program. In the process of dissemination, let Zheng energy provide the people with healthy and rich spiritual food.

What is positive energy? Our understanding can warm people, inspire people, educate people, increase confidence in “truth, goodness, and beauty” and call positive energy to increase momentum for realizing the Chinese dream.

Third, it is necessary to vigorously improve the quality of the programs. Although the overall quality has been improved in the online audiovisual field compared with before, the overall quality is still not high. To change the current situation, we must start from many aspects, improve the quality of content, and create content quality.

First of all, it is lower than the height, and strives to improve the performance and level. At present, there are also such phenomena. When some people create their works, they are not only less vulgar than their previous works, but they are also lucky. They have to play with the policy. I think this is a manifestation of social responsibility. I would like to emphasize here that traditional media does not allow broadcast content, and new media is not allowed to broadcast. Content encouraged by traditional media is more encouraged by new media.

The second is to keep up with the times and give full play to the characteristics of the Internet. Now many people move traditional media to new media, which is equivalent to changing one screen. We should grasp the rules for the dissemination of new media. We should vigorously produce ideological and ornamental works that enjoy the features of the times, interconnected and interactive features, and are loved by netizens.

The third is to provide a platform and convenience for the growth of professionals. The network audio-visual program itself is a new field. It is very important to lack talents and pay attention to talent construction. On the one hand, we can attract experienced and high-level practitioners from the traditional content field. Many organizations have already done so. On the other hand, we must pay attention to nurturing thinking young people who have grown up in Internet thinking, encourage them, love them, guide them, work hard in the right direction, and give them full play in their creativity.

We have always attached great importance to the construction of content. The General Administration of Commerce has established a special network audio-visual fund from this year to give priority support to the excellent programs of audio-visual new media, the dissemination of innovative products, key promotion projects and outstanding content management projects. In recent years, the China Dream theme network audio-visual evaluation activity will be held this evening. A warm recognition ceremony will be held tonight. In the future, we will also use award evaluation and other methods to promote the broadcast of excellent content and promote the development of network audiovisual content from heavy quantity to quality and rapid development.

Comrades, to strengthen the construction of network audiovisual content is at the right time, let us work together to create a better future.

thank you all!