2016 Shanghai Online Audiovisual Season opens Luo Jianhui: "Three Initiatives" Promote the Development of Online Audiovisual

Under the new situation, the majority of online audio-visual practitioners should achieve "three initiatives" to increase impetus for the further development of online audio-visual.

On September 20, the "2016 Shanghai Online Audiovisual Season and the 8th China Online Audiovisual Industry Forum" opened at the Shanghai World Trade Mall Exhibition Center. The theme of this forum is "Integrating Quality and Diversity". Luo Jianhui, Director of the Online Audiovisual Program Management Department of the State Administration of Press, Publication, Radio, Film and Television, attended the forum and delivered a speech.

Luo Jianhui said that the development of new online audio-visual media in China presents three prominent characteristics. First, traditional media is accelerating the integration and development of emerging media and becoming an important force in the innovative development of online culture; Second, the scale of the online audio-visual industry continues to grow rapidly, becoming a new growth point for the new media industry; Third, online audio-visual creation and production are becoming increasingly active, program output is rising rapidly, and program quality is gradually improving. Under the new situation, the majority of online audio-visual practitioners should achieve "three initiatives" to increase impetus for the further development of online audio-visual.

First, take the initiative to accelerate the development of media integration with the "deep integration concept". General Secretary Xi Jinping emphasized in February this year that the key to the integrated development of media lies in integration and integration. We must move from the addition stage to the integration stage as soon as possible, from "you are you, I am me" to "you have me, you are me", and then become "you are me, I am you", striving to create a group of new mainstream media. Director Luo Jianhui focused on his understanding of "I am among you, and I am among you"."I" refers to the characteristics, mission, and responsibilities of traditional media, as well as the specific advantages and foundations of traditional media such as brand and credibility. No matter how deeply media integration expands, the principle of party management of media cannot be changed, and the mission and responsibilities of the media cannot be changed. The "you" in "I have you" mainly refers to the development laws of emerging media and Internet thinking, and refers to the concept of innovative development. On the one hand, traditional media must change the simple concept of mass communication in the past, guide program innovation and service innovation with the real and reasonable needs of users, and improve accurate production, accurate communication and service capabilities. On the other hand, it adapts to the open and shared characteristics of the Internet, breaks down barriers between traditional media, and coordinates the sharing and integration of various resources and elements. To create a shared platform, the only way can we achieve "I am in you, and you are in me" and realize the fundamental transformation from the "addition" stage to the "integration" stage as soon as possible.

Second, take the initiative to create high-quality online audio-visual literature and art with the "spirit of craftsmanship". To create the spirit of online audio-visual literature and art, we should fully carry forward the spirit of craftsmanship. Director Luo Jianhui pointed out that adhering to the "spirit of craftsmanship" in the creation of online literary and artistic works is to pursue excellence, regard the quality of the work as the core element, and not hesitate to invest more time and energy., focus and persistence. More high-quality masterpieces, less shoddy ones, more down-to-earth, less opportunistic ones, more focused and lasting ones, and less eager for quick success. Only with quality can there be a market, and only with high-quality products can there be a future. I hope that the majority of content production organizations and content creators can calm down and strive for excellence in creation. In recent years, the State Administration of Press, Publication, Radio, Film and Television and industry associations have organized some activities to promote online original audio-visual programs. Especially since 2014, the State Administration of China has held an annual selection of online audio-visual original programs titled "Promoting Socialist Core Values and Jointly Building the China Dream" and launched a number of highly artistic works. The overall quality of online audio-visual original programs continues to improve, and they are playing an increasingly important role in promoting the main theme and spreading positive energy. These excellent works are precisely what our practitioners carry forward the spirit of craftsmanship, pay attention to social effects first, and pursue quality first. product.

Third, take the initiative to create a clear cyberspace with a "spirit of responsibility". The majority of audio-visual program websites must regard social benefits and social responsibility as the primary criteria for broadcasting online audio-visual programs. They must not use click rate as the first criterion. They must be more proactive in creating online audio-visual content and give responsible content creators more opportunities., not giving vulgar content display and dissemination channels, so that online audio-visual can play a more and better role in promoting socialist core values, spreading China's excellent traditional culture, and telling Chinese stories well.

As a national-level annual event for my country's online audio-visual industry, the China Online Audio-visual Industry Forum, which originated in Shanghai, has entered its eighth year. The event has witnessed the start, growth, development and maturity of China's online audio-visual industry. On the basis of the forum, a new industry event brand-Shanghai Online Audiovisual Season was derived, further highlighting the practical value of China Online Audiovisual Industry Forum in improving industrial energy levels, leading industrial development, and optimizing industrial layout.

This event was hosted by the State Administration of Press, Publication, Radio, Film and Television and the Shanghai City People's Government, hosted by the Online Audiovisual Program Management Department of the State Administration of Press, Publication, Radio, Film and Television and the Shanghai City Administration of Culture, Radio, Film and Television, and co-organized by China (Shanghai) Online Audiovisual Industry Base and Shanghai City Online Audiovisual Industry Association.

In recent years, Shanghai network audio-visual industry forge ahead, deepen reform, and achieved certain results. The level of media integration was further improved, the ability of original programs was further enhanced, and the industrial development environment was further optimized. During the "Thirteenth Five-Year Plan" period, Shanghai's online audio-visual industry will firmly seize the current opportunities of the fierce growth of original online audio-visual content, the explosive growth of mobile online audio-visual and the readiness of online TV to strengthen online information security, strengthen online audio-visual entities, and guide Excellent program creation, promote the transformation of traditional media, explore the rapid formation of new industrial growth points, build Shanghai into the production center of China's online audio-visual content industry, and further consolidate its leading position in the country.

Editor: yvonne