The State Administration's "original order" may nourish the fertile soil of "copycats" and the peak of evening viewing may shift

After the State Administration issued a notice, all first-and second-line satellite stations stated that they would adjust the program layout. However, judging from the information currently publicly displayed, there are basically no satellite stations that fully meet the standards. Many satellite stations even have more than two introduced or jointly developed programs broadcast during prime time on weekends. Perhaps the most obvious impact is Zhejiang Satellite TV's "Running Brothers". This two-year program has moved the fifth season originally planned to be broadcast in the second half of the year to next year, and it cannot be over-replayed during the day. It seems that Zhejiang Satellite TV is finally going to take off the label of "Rebroadcast Satellite TV".

Original title: Is the first summer satellite TV broadcast issued by the "Original Order""" Created in China "?

With the launch of a series of large-scale seasonal programs such as "New Songs of China"(formerly "The Voice of China 2016"),"Let's Fight","We Come"(formerly "Idol Is Coming"), and "Fast Forward", the summer variety show officially kicked off.

Summer holidays have always been the hottest, crowded and most intense period for variety shows, but this year, the situation seems slightly different-not long ago, the State Administration of China just issued a decree: The "Notice on Vigorously Promoting Independent Innovation in Radio and Television Programs"(commonly known as the "Original Order") stipulates strict regulations on the originality, broadcast time, and broadcast frequency of the program. For a time, popular variety shows such as "Run Brothers","Our Laws", and "Let's Travel" were shot one after another. The summer variety show has become the first wave of the program to be tested by the "Original Order".

How did the big variety show players respond to the first summer when the "Original Order" came into effect? For this reason, the reporter conducted a survey on multiple popular programs that were being aired and to be aired on first-and second-line satellite TV stations, and interviewed multiple satellite TV stations and TV program producers. It turned out that the four words "joint research and development", which was once a magic weapon for investment promotion, have now become a closely guarded word, but the expected explosion of originality has not yet arrived. Some programs have indeed been delayed because of this, and more programs have been ambiguous. Launched as it is. What happened behind the State Administration of Radio, Film and Television's "Original Order"? Why did the State Administration suddenly make such a "cruel move" before this summer holiday arrived? Will domestic variety shows that have been nourished by foreign models for many years still be good? Listen to what they have to say.

"Running Man 5" has been postponed, and more programs will be broadcast.

Surveys show that there are more than 30 variety shows broadcast this summer. The types range from this year's popular competitive sports reality shows to the must-have music shows that have been necessary during the summer. Competition is unprecedentedly fierce. Many of these programs are the first time to introduce domestic and overseas copyright programs, or programs jointly developed by China and foreign countries.

The ban that came into effect on July 1 stipulates that "China must obtain full intellectual property rights" for R & D programs. The first season of programs newly introduced overseas copyrights must not be broadcast before 10:30 p.m., and must be filed with the State Administration for filing two months in advance.,"No more than two programs introduced in prime time per year", and "In principle, only one season of the same reality show can be broadcast within a year."

The "original order" has not yet taken effect. Is it difficult to define the scope of the restriction and the satellite TV has gained more time for rectification, or is it "there are policies and countermeasures"? The reporter contacted the heads of several TV stations that were airing joint research and development programs. They almost turned pale when they talked about it,"Joint research and development. It's too sensitive to talk about it." To questions like "Isn't your current program just joint research and development?", most of their answers are: "Yes, we are carrying out some internal reforms and will soon have full intellectual property rights."

Can this also be a marginal goal? The evening viewing peak may be postponed.

"Running Man 5" has been confirmed to be postponed

. Mr. G, the person in charge of research and development of a certain program, said bluntly in an interview with Tencent Entertainment: "The TV market has always had policies and countermeasures to prevent it from entering prime time? OK, it's all after 10:30. Let's see. In the second half of the year, 10:30 will become a new viewing peak. In addition, in the second half of the year, the word 'joint research and development' will be difficult to see in publicity and investment promotion brochures, or at least it will be blurred out."

According to a reporter's investigation, most industry insiders are also quite controversial about the requirement in the "Notice" that "China owns absolute intellectual property rights". Liu Xichen, president of Shixi Media, is praised by the circle as "the first person in China to purchase copyright". He highly recognizes the State Administration's decree restricting joint research and development, but he said: "Although I think the introduction of the model has a very positive significance, objectively promoting the process of separating production and broadcasting in China, and improving the level of Chinese TV program production. But at this point, there is indeed a situation where we rely too much on the program model. In addition, what is complete intellectual property rights? How to define it? This has undoubtedly become the most difficult problem for everyone now. If this problem is not solved, there will still be a lot of edge shots to play."

Producer Ren Jing said: "Originally, the copyright awareness and relevant laws and regulations of China TV were not sound, and the elements contained in TV programs were very flexible, making various definitions extremely difficult. Besides, as long as the two sides reach an agreement privately and no one reports it, and if you say you have full copyright, the State Administration of China will not easily verify it. It is not that mainland TV people cannot do such shameless behavior."

According to Mr. W, the head of the production company that is conducting joint research and development, the key to joint research and development lies in how to carry out localization and transformation."The State Administration's orders may seem strict, but many times they still give TV and program producers some flexibility, such as" The Strongest Brain "," Come on Champion "," Let's Travel ", etc., it is indeed impossible to measure whether they have absolute copyright, but these kinds of programs have made great efforts in localization and transformation, almost changing the entire model. Judging from the strict copyright laws and regulations, they may not have absolute intellectual property rights, but they have almost recreated new model programs in China, and the State Administration of such programs will definitely not forcibly interfere."

Liu Xichen has a different view on this,"In the field of model licensing, as long as you buy this model, any changes based on this model will be regarded as part of the original model. This is on the contract of any model. This is part of this model. You can't say that I bought your model and then changed it, and after the change, the model will be yours. Now we need to govern the so-called joint research and development. I understand that the purest joint research and development is that we pay for it, you participate in the research and development, I will pay you the labor fees, and in the end, the copyright of the model will completely belong to me."

Who imposed the restriction? Many domestic variety shows only spend money but not think

. According to statistics, at least 40 joint research and development programs reported this year

have applauded this "original order". Some program production companies also applauded this "original order", thinking that their opportunity has come. A certain program producer told reporters: "In previous joint research and development, many TV stations cooperated with foreign teams and stole many jobs from our local production companies. This policy is also an opportunity for domestic production companies." There is also a program copyright introduction company who is happy: "Fortunately, our company has transformed, and in the future, all copyright business will probably flow to video websites."

As we all know, variety shows in China entered the market late, and there is no complete TV industrial production process established in China. No matter talents, creativity or mechanism, they lack international vision, and their production levels and concepts cannot be compared to foreign programs. In recent years, mainland variety shows have been relying on "introduction" for many years.

After 2013 became the "Year of Copyright Introduction", the State Administration of China took control and "restricted the number of newly introduced overseas copyright models." Overseas copyright models were immediately "silenced", and "Lianfa R & D" became the "new favorite" in the program market. A series of popular programs, including "Dad","Patterns", and "Challenge", do not focus on simply purchasing copyright, but appear in the public's eye in the form of "joint research and development" and "joint production".

By 2015, there were more than 200 variety shows, and 90% of them were marked as joint research and development. This year, no less than 40 joint research and development programs have been registered with the State Administration of Radio, Film and Television.

Is it because they are crowded together that they are restricted by the State Administration? The reporter learned from Mr. W, a relevant staff member of the State Administration of Radio, Film and Television: "The real form of joint research and development is to learn from the partners 'production experience and production skills, thereby promoting the advancement of China's television industry. However, nine out of ten joint R & D in the market today is just selling dog meat. The banner of joint R & D is actually used to avoid policy risks. In fact, they are all about purchasing overseas copyrights. In the final analysis, the State Administration of China wants to encourage originality rather than restrict joint R & D."

Peng Kan, director of R & D and consulting at Lezheng Media, believes that the so-called "co-production" does not mean that both parties develop a program from scratch, but is based on the mature original program. On the premise of paying copyright fees, the original production team sends producers, core members of the choreographer team, and technical team to join the Chinese team's program development and production, provide guidance, track or participate in the shooting process, and jointly discuss how to achieve localization.

A certain program producer also told reporters,"The long-term 'takeism' of variety shows in China has caused TV people to develop a kind of 'lazy'. Look at those programs that are under joint development, the model is other people's, and local transformation people also produce ideas. They are also responsible for production, directors, screenwriters, lighting, filming, establishing emotional relationships and setting up links. However, our Chinese only pay money and at most invite artists. What is this called joint research and development? It sounds nice to say that they work for us, but in reality, we don't have any originality at all. We eat steamed buns that others have chewed. The headquarters will definitely restrict such joint research and development."

To promote originality, by decree or by market?

Tian Ming said that Canxing will not buy the program mode in the future.

There has been a story circulating in the community that a reality show broadcast at the end of 2014 was jointly developed with South Korea. The South Korean team was mainly responsible for the production part. In the first season, a total of about 30 million yuan was charged for production, but when talking about cooperation in the second season, the other party directly offered 60 million yuan. By 2015, South Korea will not only collect copyright fees and production fees, but will also participate in derivative development such as online copyright, movies, and games for revenue sharing. According to industry insiders, South Korea's SBS TV station requires partners to "no cooperation talks if the three expenses add up to 120 million yuan." Why can South Korea be so confident and put forward unreasonable demands time and time again during the joint research and development process? Obviously, the other party has advanced production level and originality.

Canxing President Tian Ming said in an interview with the media that Canxing will no longer cooperate with model companies and will no longer purchase any program models. In the future, we will only do 100% original programs, and must have 100% independent intellectual property rights. Of course, this does not mean that Canxing will refuse to jointly develop or share IP with TV stations. Cooperation models are still diverse. It's just that "there will never be a situation where intellectual property rights are owned by foreign parties again." The reason for making this decision was not only in response to the State Administration's policies, but also because Canxing summarized his own experience and lessons.

So, does the State Administration's decree hinder the progress of originality of mainland programs or promote the development of originality?

Liu Xichen believes: "China's originality must be born from the market mechanism, because the market mechanism is the most powerful promoter of innovation, and the market is the biggest promoter of innovation. Then some policies like the State Administration of China provide us with motivation to be original, but the quality of our original works ultimately depends on the power of the market."

Where did the originality come from?"It has only been two to three years since mainland programs have really entered the market. The market level is low. The industrialized production process and production methods under the market mechanism are the model. Our marketization level is low and we have not yet formed an industrial production method. Where does your originality come from? So I think it's very good to encourage originality, but I think the core behind originality is market mechanisms and industrial production methods."

Zhang Xi, the producer of the reality show "Charming Beast" jointly developed by Tencent Video and All3Media, believes that joint research and development seems to be a way to circumvent restrictions, but it can actually promote the development of originality better than full introduction. Since it is called joint research and development, it naturally requires joint discussion and research by both sides of research and development to promote the thinking of domestic producers to a certain extent. Thinking will naturally yield gains. Of course, there are two sides to everything. If the core ideas and model research of the program are completely handed over to foreign teams under the guise of joint research and development, it will naturally seriously hinder originality. As a high-quality program team, we still hope to learn better and better production methods through joint research and development.

In joint research and development, what skills can the Chinese team learn? Zhang Xi said: "One is to learn the evolution process from ideas to models, and the other is to learn high-quality and efficient technical means. As long as the skills of these two parts are improved, I believe that the state of joint research and development will be over."

Will not buy copyrights or joint research and development nourish the fertile soil of "copycats"?

After the "Notice" was issued, many people in the industry expressed the voice of "Does the new policy of limiting models encourage originality or plagiarism?" Everyone believed that the State Administration of China would not allow introduction or joint research and development, which would not return to the era of widespread plagiarism?

In Peng Kan's view, simply restricting joint R & D cannot promote local originality. Only by placing China in the open international program model innovation market and letting the market conduct screening for the survival of the fittest can it be possible to stimulate originality.

Mr. W, who had just returned from the International Television Festival, said with a smile,"In fact, even if the State Administration of China does not restrict models, there are no models to buy at the International Television Festival. China people have almost bought all models, and the current state is synchronization. If there is another good program released internationally, and China cannot buy it, they can only rely on imitation. The rest is to see who imitates well and who has the best ability to copy."

Editor: Nancy