The 5th China Internet Audiovisual Conference successfully ended six major trends...

On the evening of December 1, the 5th China Internet Audiovisual Conference sponsored by the China Network Audio Visual Program Service Association and the Chengdu Municipal People's Government was under the guidance of the State Administration of Press, Publication, Radio, Film and Television, the State Internet Information Office, and the Sichuan Provincial People's Government.

The theme of the conference was "New Mission, New Vision, and New Energy". Tian Jin, deputy director of the State Administration of Press, Publication, Radio, Film and Television attended the opening ceremony and delivered a keynote speech. In three days, the conference organized 36 events around media integration innovation, technology innovation and content innovation. Over 300 heavyweight guests of the audiovisual industry chain gave speeches and dialogues at the conference. The concentrated display of insights, new technologies, and new programs attracted more than 5,000 guests. The hot scene also reflected everyone's attention to the audiovisual industry. Through sorting out the three days of activities, Xiao Bian summed up the six major trends in the future development of the Internet audio-visual industry:

Trend 1: Innovation is the Fundamental Momentum of the Audiovisual Industry Tian Jin, deputy director of the State Administration of Press, Publication, Radio, Film and Television, pointed out in his speech that the development of China's Internet audio and video station is at a new starting point of the times, and the network audiovisual new media has become an important front for disseminating the party's voice. The network audiovisual program has become an important force of socialist literature and art. The network audiovisual service has become an important platform for the people's cultural information consumption. The network audiovisual industry has become an important engine for implementing innovation-driven strategies and fostering a new economy. Therefore, "innovation" has become the core key word for the general assembly.

Looking at the three-day agenda setting, we can see that, whether it is in the activity framework or the focus of the issue, this conference highlights the impact of the “innovation” concept on the development of the industry. Almost every event’s name carries a “new” In the word, especially at the industry summit held on the afternoon of the 30th, eight representatives from major TV stations and audio-visual companies used their own unique thinking to interpret the meaning of innovation. Among them, Party Secretary and President Lv Jianchu of Zhejiang Radio and TV Group believes that only by embracing technological changes can we better build a large media, big communication, and large format in the new era; Sun Zhonghuai, vice president of Tencent Group and CEO of Penguin Television, points out that we must increase independent innovation. The efforts to realize the fine development of online literature and art can create the Internet's thought heights. Ichievo CEO Gong Yu has made his own reflections on the theme of the conference from two aspects: technological innovation and attracting outstanding talents; China Digital Digital TV Media Group Party Committee Secretary Wang Jianer, Suning Wenchuang COO and Vice President of Suning Sports Group Mi Yee combined their own business characteristics to analyze the development of the network audiovisual industry needs to think more about the new development applications and new media content brought about by the upgrading of consumer economy technology. Creative mode. Chairman Chen Rui and CEO of Sohu Video made their own thoughts and questions about the status quo of the audiovisual industry, and elaborated new ideas for building products and serving users from the perspective of spiritual pursuit. The final speech brought by Yang Weidong, the rotating president of Alibaba Culture and Entertainment Group and the president of Great Youku Group made it clear that this era of digital plus content is a new period of historical opportunity. The Internet audiovisual people are standing in the most important media platform. To bring users product and content innovations, this historical opportunity requires a sense of mission and ideals.
In today's era, innovation is the primary driving force for development. For the network audiovisual industry, innovation in areas such as media convergence, content creation and technology development is the fundamental method to promote the industry's supply capability.

Trend 2: Technology Development Drives Media Acceleration The current conference has set up 3 summits and 7 forums to discuss the development of media integration. Luo Jianhui, the network secretary of the State Administration of Press, Publication, Radio, Film and Television, shared the five experiences on media integration with guests and visitors at the new audio-visual innovation summit: 1. To further establish a deep integration of thinking; 2. To seek further breakthroughs in content innovation; . To further seek breakthroughs in technological innovation; Fourth, to further breakthroughs in institutional innovation; V. To seek a breakthrough in the industry chain cooperation and win-win. Among them, technological innovation is particularly concerned by participants. At the Aerial Drone Summit, companies from the drone application industry chain fully described the impact of drone technology on content creation; two summits on the future of media explored artificial intelligence for the production and dissemination of media content. Deconstruction and reconstruction of attributes and modes of transmission. In addition, the two media convergence summits hosted by CCTV and People's Network have explored the force and focus of traditional media in the new media era from another perspective.

The development of technology has brought new issues to the media industry, but it also brings more opportunities. In the future, the geographical boundaries of the media will be broken. With the advantages of content creation, more business can be mined under the scientific platform architecture. Models; With new technologies, high-quality content can be explosively impacted... In the future, the media ecology will present richer and more varied content and patterns. However, as Yuan Zhengming, deputy director of China Central Television, said, no matter how the media ecology develops, the original intention and purpose of media integration and content innovation are to hold onto the responsibilities of the mainstream media of the country, and to give better play to the main forces and main positions of the mainstream media. The role of the primary source. Promote mainstream values ​​and tell Chinese stories well.

Trend 3: The creation of audiovisual content enters the era of “superbest boutique” According to the “2017 China Internet Audiovisual Development Research Report” (hereinafter referred to as the “Report”), the data shows that from January to October in 2017, the company recorded the audiovisual program on the website of the State Administration of Press, Publication, Radio, Film and Television. Curry recorded 555 online dramas, 5,620 Internet movies, 659 online cartoons, and 2,725 files for professional programs. One of the most interesting data shows that the number of U.S. students’ original programming in 2017 was basically the same as in 2016, but the user scale and usage rate have been significantly increased, indicating that the network self-produced content has fully entered the boutique era.

In the "Annual Outstanding Program" released on the 2017 Networking Audiovisual Annual Festival, we can easily see such as "If Snails Have Love", "Special Forces King 2", "Our Couple Lines", "Initial Hearts", "Forensic Medicine Qin Ming", "Extraordinary Talks", etc. High-quality, elaborate production of drama, big show.

At the first meeting of the U.S. original project proposal, the content of the traditional web content was no longer favored. On the contrary, it was able to reflect deeper humanistic concerns and the creativity of the people's lives. For example, the online drama “Bai Shi Bai Shi Dian”, which shows the ordinary people’s choice of value in the face of life and death issues, was created by “Italy Stores” as the backdrop for iQIYI, Youku, Tencent, SOHU, and Miwei. The scramble for the platform also shows that in terms of content creation, the industry tends to be more creative. Content is always king and it is the law of creation.

Trend 4: Short video and knowledge payment is still "a hurry"
The consumption pattern of the public is gradually shifting from "material" consumption to "spiritual" consumption. People are willing to pay for information and knowledge. When it comes to the rewards of the content industry, besides the payment of knowledge and the heat of IP, there are short videos that must be mentioned. In this conference, representatives from the field of knowledge payment and short video also expressed that short video is the foothold of the future social platform. Short video PGC will develop in the direction of media and specialization. The content will become more and more concentrated and it will become a new consumer battlefield.

In the era of mobile Internet, in an era of “material and sentimentality” consumption upgrade, content payment is not only the experience of text, audio, video, pictures, and content, but also the way of emotional interaction itself. Changes in consumer sentiment are high-frequency just-needed. Moisturing with emotions and making up for traffic disadvantages will be the most promising development space for short-term video and knowledge payment.

Trend 5: The value of Internet TV's entrance is highlighting the importance of smart TV in the living room economy, whether it is from the market share of smart TVs, the number of manufacturers participating in the market, or the new viewing mode of consumers. According to relevant data, with the increasing popularity of smart TV products in the consumer market, the size of the Chinese living room economy market will reach 340 billion in 2018. The update iteration of smart TV is changing the consumer's spending habits. The emphasis on the construction of ecological content replaces the previous situation of terminal-centricity. The huge market value brought by content also attracts OTT companies, operators, and traditions. TV manufacturers compete to join the war situation.
At this conference, the Internet TV Industry Summit organized by Future TV Co., Ltd. focused on the new value of the living room economy. Four screens in life, television screens, mobile screens, PC screens, and IPad screens, the current lifestyle, make the boundaries of these four screens more and more blurred. How to continue in all people's lives, to connect these screens, let their lifestyle, and the need for life have interactive or physical changes in the scene, this is the OTT to work hard. In addition, the China Internet Audiovisual Program Service Association’s Internet TV Working Committee is also officially established. In the future, the Committee will also integrate Internet TV as the core to integrate high-quality resources in the areas of advertising, applications, e-commerce, education, and games to build a mutually beneficial and win-win situation. The industrial ecosystem promotes long-term prosperity of the industry.

Trend 6: Industrial integration is an important process in the future “Vision” Videoization of life is the trend of the times. Under such a new era, online video is no longer simply a matter of content production and dissemination, but is also a fusion of each. Industry means and channels. At this conference, we can see more integration of industry and video, video connections from VR, AI, drones to smart devices, video + e-commerce, video + investment, video + education, video + big data , video + cloud services, and so on, all indicate that the network and video will play an important role in the future life.
Grasping the direction of development of the times, condensing spiritual strength, and striving to enhance innovation and creativity, we hope that China's online audiovisual industry will continue to develop with vigor and vitality.