Luo Jianhui: The development prospects of the online audio-visual industry are bright and there is a long way to go

On June 5, the 2017 Shanghai Online Audiovisual Season and the 9th China Online Audiovisual Industry Forum were held in Shanghai. Luo Jianhui, Director of the Network Department of the State Administration of Press, Publication, Radio, Film and Television, delivered a speech.

Keynote speech at the 2017 Shanghai Online Audiovisual Season and the 9th China Online Audiovisual Industry Forum

Luo Jianhui, Director of the Network Department of the State Administration of Press, Publication, Radio, Film and Television

Dear leaders, distinguished guests, ladies and gentlemen: Good morning everyone!

I am very happy to gather in Shanghai again with representatives of the national online audio-visual industry to participate in the 2017 Shanghai Online Audio-visual Season and the 9th China Online Audio-visual Industry Forum to discuss the development plan of the online audio-visual industry. Here, on behalf of the Network Department of the State Administration of Press, Publication, Radio, Film and Television, I would like to express my warm congratulations on the convening of the audio-visual season and forum, and extend my sincere welcome to all the guests attending the meeting!

After more than ten years of development, online audio-visual has become one of the main forms of consumption by netizens in my country and an important channel to meet the spiritual and cultural needs of the people; the online audio-visual industry is ushering in a new high point and entering a new normal.

I think it is mainly reflected in three aspects:

First, the scale is larger. As of June this year, the number of online video users in China reached 565 million, accounting for 75% of the total number of Internet users; the usage rate of online video users also exceeded 75%; the number of mobile video users reached 525 million, and the usage rate of mobile online video reached 72.6%. The revenue scale of the online audio-visual industry has grown year after year. Data shows that among the 54 China listed Internet companies that have disclosed relevant financial report data for 2016, the business areas with the fastest overall growth in revenue are online video and Social networks. The rapid growth in the creation and production of online original audio-visual programs represented by online dramas and online movies also confirms the growing demand in the online audio-visual market. In the first half of this year, nearly 400 online dramas, more than 4000 online movies, 568 online cartoons, 84 online documentaries, and nearly 4600 online columns were registered and broadcast by various websites in the State Administration, which continued to maintain a growth trend overall. A large amount of social capital and more and more professional teams are invested in the creation and production of online audio-visual programs. Large investment and large-scale production are becoming the new normal in the development of online original audio-visual programs.

The second is to have more audiences. Data shows that among entertainment online services, the number of online video users has surpassed online literature, online music, and online games, ranking first. It has become the norm for an online audio-visual work to have more than 100 million clicks and views.

Third, the upstream and downstream industrial chains are more closely related. As the scale and influence of online audio-visual continues to increase, from broadcast platforms, creative content production, smart terminal production, interactive marketing to user communities, the online audio-visual industry is forming an industrial chain that connects upstream and downstream and gathers resources from all parties. At the same time, major video websites are striving to lay out a new ecosystem of pan-entertainment content including literature, comics, games and their derivative products, and the overall collaborative capabilities of the ecological platform are gradually becoming prominent. In the development process of the online audio-visual industry in recent years, one of the most gratifying phenomena is that online original programs are changing from focusing on scale growth to pursuing quality improvement, and are moving from seeking quantity to seeking quality. The ideological nature, artistic nature and ornamental nature of online original audio-visual programs have been significantly improved compared with a few years ago, and the number of high-quality content with connotation and integrity and ability to "enter the hall of elegance" has increased year by year. Overall, my country's online audio-visual industry has shown a rapid, healthy and diversified development trend and is ushering in a new round of development opportunities.

Although the online audio-visual industry has made great achievements, there are still many problems. Some corporate awareness of social responsibility is not strong enough. Illegal dissemination of vulgar content occurs from time to time, and there is still much room for improving content quality. Under this situation, how to follow the future path of the online audio-visual industry is a question that we must seriously think about. This year's China Online Audiovisual Industry Forum focuses on the theme of "Steady progress in law and road." I think it has very far-reaching practical and long-term significance.

I understand that "Tao" is the direction and path, and "Tao" is to always grasp the correct direction of the development of new audio-visual media, adhere to the responsibilities and pursuits of the media, serve the overall work of the party and the country, and serve the majority of netizens. Good services: "Stability" means stability and contains norms."Stability" is to ensure that the online audio-visual industry always follows a healthy, standardized and orderly development path and jointly build a good online audio-visual ecosystem: "Far" means long-term and long-term."Far" means striving to promote the online audio-visual industry towards higher and further goals, sustainable and healthy development, and making greater contributions to the construction of a network power and a cultural power. I believe that under the new situation, our organizations and practitioners in the online audio-visual industry should achieve the following "five changes" to add impetus to the further development of the online audio-visual industry.

First, we must more firmly follow the development path of online audio-visual with China characteristics. Since the 18th National Congress of the Communist Party of China, the Party Central Committee with Comrade Xi Jinping as the core has attached great importance to the construction and development of the Internet. General Secretary Xi Jinping delivered a series of important speeches focusing on building a powerful Internet country, pointing out the way forward and providing fundamental guidelines for the development of Internet audio-visual. The General Secretary's series of important speeches put forward clear requirements for strengthening network ideological work and cultivating a good network culture, and are action guides to promote the prosperity and development of online audio-visual. To achieve greater development, the online audio-visual industry must adhere to the people-centered development philosophy, focus on meeting the people's spiritual and cultural needs, create and disseminate more and better excellent content, provide more convenient and efficient audio-visual services, and allow the people to share the online audio-visual prosperity and development results. We must adhere to the attitude of being responsible to society and the people, strive to build a good Internet ecosystem, strengthen cyberspace governance in accordance with the law, strengthen the construction of online content, strengthen positive online publicity, and create a clean and upright Internet space for the majority of netizens, especially young people. We must adhere to the nature of the media and the ethics and responsibilities of media people, take the lead in adhering to the position of mainstream public opinion, convey the core socialist values, take spreading positive energy and promoting the spirit of the times as our own responsibility, and consciously provide healthy and beneficial spiritual food for the people. We must adhere to security-oriented, put content security and technical security in the same important position, and jointly promote the management of network management in accordance with the law. The course of these years has shown that it is correct for us to follow the direction pointed out by General Secretary Xi and work hard to move forward together. It is a broad road for the development of the online audio-visual industry that conforms to China's national conditions. We must move forward with more confidence and determination in the future.

Second, we must fulfill our social responsibilities more consciously. The scale and impact of an industry or an enterprise is directly proportional to the responsibilities it shoulders. The greater the impact, the greater the responsibilities. General Secretary Xi Jinping emphasized that "the main theme and positive energy must dominate communication carriers such as cyberspace and mobile platforms." As an important part of cyberspace and an emerging propaganda and ideological front, online audio-visual programs must take promoting the main theme and spreading positive energy as their own responsibility to ensure that online audio-visual programs always adhere to the correct political direction and public opinion orientation. At present, the most important task is to highlight the main line of welcoming the 19th National Congress of the Communist Party of China, go all out to do a good job in positive publicity online, and form hot spots and highlights for the dissemination of main theme works. Emerging media must resonate with traditional mainstream media and work together to form a strong synergy for positive publicity.

Since the beginning of this year, the State Administration has actively organized and carried out online audio-visual publicity work to welcome the 19th National Congress of the Communist Party of China, held a symposium on the creation and broadcasting of original audio-visual programs on key audio-visual program websites to welcome the 19th National Congress of the Communist Party of China, and organized everyone to create a number of key original online audio-visual programs to welcome the 19th National Congress of the Communist Party of China. Various audio-visual program websites have responded positively and have launched or will soon launch a number of key original audio-visual programs. Judging from what we currently know, these works closely match the theme of welcoming the 19th National Congress of the Communist Party of China and have distinctive network characteristics. Among them, there are not only micro-documentaries telling the story of General Secretary Xi Jinping being close to the people and loving the people and showing my country's achievements in various aspects of construction since the 18th National Congress of the Communist Party of China, but also documentaries and cartoons showing China's excellent traditional culture and the beautiful rivers and mountains of my country. Documentaries, variety columns, etc. about Chinese people pursuing stories of the Chinese dream are rich in form and content. From the perspective of production organizations, there are mainstream media websites such as CCTV, Xinhuanet, and Beijing Internet Radio and Television, as well as commercial audio-visual program websites such as Youku, Tencent, and Bili Bili. At the same time, we require all audio-visual program websites across the country to broadcast programs related to the 19th National Congress broadcast by radio and television stations, actively purchase and broadcast key TV dramas launched by the State Administration to welcome the 19th National Congress, etc., and set up a special area on the front page to welcome the 19th National Congress to increase the publicity and promotion of programs for the 19th National Congress. These requests have received positive responses from various websites. I hope that everyone will work together to create a good public opinion environment and social atmosphere for the successful convening of the 19th National Congress of the Communist Party of China.

Third, we must abide by relevant laws and regulations more strictly. Online audio-visual is an emerging propaganda, ideological and cultural front. Online audio-visual program service organizations must further strengthen their awareness of operating in accordance with laws and regulations, adhere to the principles of "whoever runs the network is responsible" and "whoever runs the network is responsible", strictly implement various rules and regulations such as licensed operation and safe broadcasting, establish and improve the program content review process and broadcast process, insist on reviewing first and then broadcasting, and strictly control review and broadcast. It is necessary to use high-standard, high-quality, and strict requirements for broadcast standards to force market entities to improve the quality of their works, so that social responsibility comes first and social benefits first become the common choice of employees. The online audio-visual industry has a long chain and a wide range of upstream and downstream cooperation. Whether it is a broadcast platform, a program production organization, or an equipment production enterprise; whether it is a licensed institution or a relevant partner, it should strictly abide by relevant national laws and regulations and various regulations of the government authorities. Provisions and follow the right path of standardized operation and sustainable development.

In recent years, the State Administration of Press, Publication, Radio, Film and Television has conscientiously performed its business management responsibilities and effectively strengthened the management of online audio-visual programs. We continue to clean up vulgar online audio-visual programs. In the first half of this year, the State Administration handled a total of 155 online original programs with violations such as vulgar content. Among them, 125 programs with serious violations were offline and 30 programs with violations were offline. Reediting processing. At the same time, we have stepped up our efforts to investigate and punish website violations and seriously dealt with violations on some websites with greater impact; further strengthened the management of IPTV, Internet TV and other services, urged relevant companies to carry out IPTV and other services in accordance with laws and regulations, and responded to problems discovered. The requirements for rectification within a time limit.

Not long ago, the State Administration of China issued the "Notice on Further Strengthening the Management of the Creation and Broadcasting of Online Audiovisual Programs", emphasizing that online audio-visual programs must always promote the core socialist values, adhere to the aesthetic bottom line of civilization and health, and must adhere to the same standards and same standards as radio and television programs. Scale. Recently, a notice was issued on the management of medical advertisements in the field of online audio-visual programs, requiring all audio-visual program websites to comprehensively sort out the advertisements and audio-visual programs related to the promotion and promotion of pharmaceutical products on this website. Anyone who has problems and uses false medical spokespersons to mislead consumers must be cleaned up immediately. The attitude of the State Administration is consistent and resolute, that is, to maintain a fair and orderly industry development order and build a clean and upright cyberspace. I hope that everyone will abandon the mentality of getting lucky, abandon the behavior of deliberately playing the edge, abide by relevant laws, regulations and management regulations more consciously and strictly, and jointly safeguard and promote the healthy and orderly development of the entire industry.

Fourth, we must promote industry self-discipline more effectively. The healthy and orderly development of the industry requires not only the normative guidance of the government, but also effective industry self-discipline. With the development and growth of the online audio-visual industry, in 2011, with the approval of the State Council and the approval of the Ministry of Civil Affairs, China Online Audio-visual Program Service Association was formally established. In recent years, Beijing, Shanghai, Guangdong, Zhejiang and other provinces and cities have successively established provincial network audio-visual industry associations. National and provincial industry associations have done a lot of work in advocating the production and broadcasting of excellent programs, resisting undesirable content, conducting program reviews, and conducting training and exchanges among employees. On June 30 this year, the Standing Council of China Online Audiovisual Program Service Association reviewed and approved the new "General Rules for the Review of Online Audiovisual Program Content", which strengthened the guidance of online audio-visual program content, improved the program management system, and refined the review standards. Make the creation and broadcast of online audio-visual programs more clearly followed. As a bridge between the government and society, China Internet Audiovisual Program Service Association and relevant provincial Internet Audiovisual Industry Associations should further do a good job in relevant work, effectively play a supervisory and binding role, and promote the online audio-visual industry to strengthen self-education and self-discipline; The majority of member units must actively participate and work together to jointly maintain a good development order.

Fifth, we must work harder to create a "plateau" of online audio-visual literature and art. The prosperity and healthy development of the online audio-visual industry depends not only on a standardized and orderly market environment, but also on creating sustained high-quality content production capabilities. The continuous emergence of high-quality masterpieces is an important symbol of the prosperity and development of online audio-visual. In the past two years, in terms of output alone, the annual output of online dramas and online movies has approached or even exceeded the output of traditional movies and TV dramas; however, the quality gap is large, and there are still too few high-quality masterpieces. When online audio-visual is growing rapidly in quantity and scale, efforts need to be made to improve the quality of works. We must put the quality of programs in the most important position, increase independent innovation, and achieve the high-quality development of online audio-visual literature and art. Whether it is a production organization or a broadcast platform, we must regard the quality of the work as a core element and not hesitate to invest more time, manpower and capital to strive for excellence, polish high-quality products, and build a brand.

The State Administration has placed an important position on promoting the creation and production of high-quality online audio-visual products, established a special fund for the content construction of online audio-visual programs, held the selection and exhibition of original online audio-visual works with the theme of "China Dream" for several consecutive years, and guided industry associations to carry out excellent original online audio-visual works selection activities. In May this year, the State Administration of China launched the 2017 "Online Audiovisual Program Quality Creation and Communication Project". It plans to start from the script solicitation stage, guide and support a group of online audio-visual program creation institutions with ideas, capabilities and correct attitudes, and create a number of online audio-visual program creation institutions to promote the core values of socialism and inherit and develop China's excellent traditional culture. At present, we have received 285 entries and are organizing experts to select the best. We hope to work together with everyone to lead the correct value orientation and aesthetic orientation, promote the continuous improvement of quality and production of more high-quality online original audio-visual programs, and strive to achieve our initial goal in a relatively short period of time: to form a unique, high-quality network audio-visual literature and art "plateau", and then strive to create a "peak".

Comrades, the development prospects of the online audio-visual industry are bright and there is a long way to go. We must thoroughly study and implement the spirit of General Secretary Xi Jinping's series of important speeches, conscientiously follow the central government's deployment and requirements, concentrate our efforts, forge ahead, and strive to promote the scientific and healthy development of the network audio-visual industry, build a strong network and cultural country, and make new contributions to the China dream of the great rejuvenation! Thank you all!

Editor: Mary