From June 1 this year, the State Administration of Radio, Film and Television will officially issue administrative licenses for online dramas——
Online dramas will be "on the job" with a certificate
Recently, with the launch of the online drama "The Showdown" and the online movie "Leaves on the Golden Mountain", the "Internet Label" - "Internet Drama Distribution License" has entered the public eye.
As the No. 001 online drama and online movie after using the "web logo", the main feature of "The Showdown" and "Leaves on the Golden Mountain" has a vermilion title with the words "Internet audio-visual" as the main body.
According to the latest requirements of the State Administration of Radio, Film and Television, from June 1 this year, administrative licenses will be officially issued for online dramas.
When sitting in the cinema and waiting for the movie to start, the "Dragon Logo" flashed by, which not only made the viewing process full of ritual, but also a certification of the quality of the movie.
Nowadays, the emergence of "web label" and "licensed broadcasting" also means that my country's online dramas are entering a new journey of high-quality creation.
The era of a more standardized "web label" has come
With the rapid development of my country's Internet industry, online dramas have grown from nothing, from the initial savage growth, with uneven quality, to the transformation and upgrading of high-quality development.
The current online drama has become an important part of my country's cultural industry, and faces a hopeful future with a rich form, a new look, and a high-quality creation.
In the past, both online dramas and online movies were labeled as "shoddy", and disorderly development made the online audio-visual field a "safe haven" for some inferior content.
Movies that cannot be broadcast on TV stations are broadcast on online audio-visual platforms, and movies that cannot be released in theaters are moved to the Internet for distribution—this phenomenon happens from time to time, and some creators of online dramas and online movies are even reluctant to reveal themselves. The content created by "net students", for fear of being disliked by "low style".
With the healthy development of the online audio-visual industry ecology, a number of fine masterpieces continue to emerge.
In 2020, many online dramas have been shortlisted for the Magnolia Award at the 26th Shanghai TV Festival, the 32nd TV Drama Feitian Award and the 30th China TV Golden Eagle Award.
"Icebreaker" won the Magnolia Award for Best Chinese TV Drama, and "Twelve Hours in Chang'an" won the Golden Eagle Award for Outstanding TV Drama.
With the blessing of the awards, online audio-visual works have gradually entered the mainstream perspective, showing a trend of high-quality development.
Today, the emergence of "web logos" has boosted the confidence of many creators and practitioners.
Zheng Huaping, vice president and editor-in-chief of Mango TV, said: "For audio-visual platforms, having the administrative license for online dramas can not only meet the growing demand for spiritual civilization in China, but also distribute more online audio-visual products overseas, highlighting China The cultural soft power of the nation.”
The emergence of "web logo" has also attracted the attention of the network audio-visual research field.
Zhou Kui, an associate professor at Communication University of China, believes: "The emergence of 'net mark' means that the production of online film and television content has reached a new level on the road to quality and production. The establishment of the 'net mark' system is a requirement for content creation. Self-improvement."
Today, the era of "online filing" for online movies and online dramas is coming to an end, and the era of more standardized and stricter "web labels" has arrived.
Brilliant transcripts are inseparable from standardization
In recent years, there have been many bright spots and outstanding achievements in online dramas.
From fighting the epidemic to joining hands with the Winter Olympics, from conveying great love in the world to depicting a better life, warm content creation and cultural expression with deep roots have continuously set new benchmarks for online audio-visual works.
On May 20, the State Administration of Radio and Television announced the "Notice of the Evaluation Results of the Selection of Excellent Online Audio-Visual Works in 2021", and 96 works were selected, covering online dramas (including online micro-shorts), online movies, online variety shows, and online dramas. Documentaries, online cartoons, short videos, online live broadcasts, online audio programs, online public service advertisements and other forms of online audio-visual programs.
Zhang Lina, Vice President and Editor-in-Chief of Youku, said: "Under the professional management and careful guidance of the Network Audio-visual Department of the State Administration of Radio, Film and Television, in recent years, the online audio-visual industry, especially online dramas, has become vigorous and developed rapidly, with excellent works constantly emerging and social influence continuing. promote."
Online movies have shifted from urban, fantasy and other content to realistic themes, focusing on the little people in the background of the big era: "Sa Rilang on the Prairie" tells the true story of "the most beautiful secretary of Inner Mongolia" Zhao Huijie; "Leaves on the Golden Mountain" "Writes a warm story of returning youths actively participating in the construction of their hometown; "Our New Life" tells the dream-chasing life of ordinary people; "Mortal Heroes" focuses on the mutual help of Wuhan citizens during the epidemic... The stories of countless ordinary people made the audience feel Extraordinary power, these works are well-made and thought-provoking, and the quality of online movies has been greatly improved.
By presenting a positive character image, the work echoes the people-centered creative orientation, and opens the road of high-quality production of online movies with a warm and realistic approach.
Online documentaries continue to expand the development route of high-quality documentaries with diverse themes and rich expressions. "Dunhuang: Born to Be Legend" depicts the splendid Dunhuang civilization with film quality. important issue of environmental protection.
From these contents, the audience realized that online documentaries are constantly improving the creative pattern and actively playing the important role of "national photo album".
"On the Field of Hope", "The Promise", "The Showdown" and other high-quality online dramas accurately grasp the pulse of the times and make mainstream values deeply rooted in the hearts of the people.
The ancient costume suspense detective dramas "Twelve Hours in Chang'an", "The Wind in Luoyang" and "The Wind in Longxi" not only lead young people to experience the fresh ancient city culture and exquisite traditional culture, but also successfully created an IP series to help the integration of culture and tourism develop.
More and more online dramas are creative and aggressive in their dissemination. Yang Chenghu, deputy dean of the School of Arts and Media, Beijing Normal University, believes: "Excellent online dramas have achieved a dynamic balance in terms of communication effect and social value. The network platform Constantly exerting efforts to give full play to the linkage effect, new sparks continue to emerge in the exploration of advantages and cultural polishing.”
"Network standard" means higher standards and stricter control
From imitation to innovation, from niche to "out of the circle", the prosperity and development of online dramas stems from the combined force of policy support and industry development under the background of media integration.
The network ecology is improving day by day, the development of online dramas is constantly consolidating the foundation, actively exploring the power of vivid images, and seizing the constantly updated creative guidelines and policy opportunities.
The 2021 online audiovisual program creation and dissemination project selected 18 excellent online audiovisual works including "The Ice Hockey Boys". Among them, the online movie "Blood and Nameless River" is based on the background of resisting U.S. aggression and aiding Korea, telling the story of volunteer soldiers fighting heroically and winning great victories.
Although this online movie was made at a low cost, it was well received by the audience for its remarkable details and serious creative attitude.
With the all-round guidance of the policy, excellent programs responded positively, shouldered the mission of the times together, and stepped out of the sonorous pace.
In order to celebrate the 25th anniversary of Hong Kong's return to the motherland, the "Sound Lives Hong Kong Music Season", specially directed by the Network Audio-visual Department of the State Administration of Radio, Film and Television, the Hong Kong, Macao and Taiwan Office, and the Publicity, Culture and Sports Department of the Hong Kong Liaison Office, uses the cultural charm of Hong Kong's golden songs to reflect the exchanges between the two places. results.
At the same time, the continuous improvement of the audience's aesthetic literacy has promoted the positive growth of online dramas. The excellent masterpieces produced by the online dramas are returning to the audience's expectations and cultivating the audience's preferences. This positive two-way rush has brought Good ecology of the industry.
Online dramas continue to focus on the forefront of society, and establish a new coordinate system of art and value through new methods that young audiences like to see and accept.
According to Yang Hongtao, a professor at the Communication University of China, the blind development of online dramas has become a thing of the past.
"In the current fierce competition in the film and television industry, only by building a strong awareness of high-quality products, reducing the total production volume, improving the quality of works, and enriching the types of subject matter, can online audio-visual have a brighter future."
"Netmark" is promoting and assisting high-quality creation to a certain extent, and Deng Boren, vice president of Bilibili, said: "'Netmark' has laid a solid foundation for the quality upgrade and high-quality development of the online audio-visual industry. The official launch of the "Online Drama Distribution License" has given creators a stronger sense of social responsibility, and has also put forward higher standards and stricter checks on the selection of themes and content.
"Netmark" is creating a mechanism for the healthy development of the online audio-visual industry and promoting the high-quality development of the entire industry.
The curtain of the new journey has begun, and in the future, there will be more masterpieces that are both artistic and ideological.
(Reporter Niu Mengdi, correspondent Li Yilin of this newspaper)