IP changes under the regulatory storm, online text and animation IP value maps may be reorganized

from the "online article evaluation measures" issued on June 27 to the "audio-visual general principles" released on June 30, the regulatory storm falling from the sky has undoubtedly poured cold water on the industrial chain.

original title: IP changes under the regulatory storm: "corruption" and "mourning" can not be filmed. The bottom "Shuangwen" is also facing a reshuffle

from the "trial measures for the Evaluation of Social benefits of Network Literature Publishing Service Units" (hereinafter referred to as "Internet Literature Evaluation measures") issued on June 27 to the "General rules for the examination of the content of Network Audio-visual programs" (hereinafter referred to as "Audio-Visual General principles") released on June 30, the regulatory storm falling from the sky has undoubtedly poured cold water on the industrial chain.

according to the "online article evaluation method", the bottom refreshing articles related to pornography, distorting history, politics, mafia and making fun of Buddhist figures have been swept away; future online article publishing must first pass the scoring standard of the "online article evaluation method". Works with a score below 60 will be rejected by "one vote", while in a total of 77 evaluation rules, the score involving the main theme will exceed 30. According to the audio-visual general rules, the IP development value of scary spirits, pain, youth and beauty has also been instantly frozen.

"in fact, everyone knew that this day would come sooner or later, but it just didn't happen so suddenly." The editor-in-chief of an online literature company commented.

A Netcom producer who just bought several IP a few months ago is also helpless: "can only dance in chains in a limited frame."

as a matter of fact, there is no response time for people in the industry, whether it is the "online article evaluation method" or the "audio-visual general rules." Even today, a cartoon company is still promoting its Lily comics in accordance with its established publicity strategy, while the theme of "homosexuality" is clearly restricted by the General rules of Audio-Visual.

from the promulgation on June 27 to the trial implementation on July 1, the introduction of the policy left the market with only four days to react.

the intervention of government supervision announces the end of the barbaric growth stage of online writing from the side, and the market begins to enter the mature stage. From the perspective of the Internet article itself, because large companies have established perfect product types, the rectification and removal of a small number of products will not have much impact on their own business; but small companies need to rely on novelty-seeking themes to break through, and their main low-end refreshing articles are the most affected.

however, this does not mean that big companies can rest easy. With the promulgation of the detailed rules of today's "Audio-Visual General rules", the IP development model of online articles being built mainly by leading enterprises of online literature, such as China Literature, will also be impacted, limited by subject matter, and may be blocked in the adaptation of film and television.

strong > the underlying "Shuangwen" is facing a reshuffle, and the division between the Internet text industry and the Internet industry has accelerated / strong >

the head of the copyright department of an Internet article company expressed his wait-and-see attitude, saying: "at present, the specific implementation documents have not yet been issued, and even if they are issued, there will be deviations in the implementation standards of various provinces and cities, and everything will have to wait for the specific details to be discussed." And the reporter also learned from China Literature that the company is still interpreting the new policy of online writing. This also shows from the side that there is not much time for the company to react from the introduction of the policy to its implementation.

Shuangwen, which is common in the field of online literature, can be said to be the category most severely hit by this policy. Shuangwen is a common type of online articles, which is typically characterized by the protagonist's smooth wind and rapid upgrading from the beginning of the novel to the end of the story.

"low-end refreshing articles are hard to get into the hall of elegance, let alone enter the IP development process. This time, the ones most affected are the male-frequency urban text and the rural yellow, while the other is the so-called night show text, red dust text, and Bing Wang Wen. " The editor-in-chief of an online literature company told reporters.

however, most of the above contents are concentrated on large, medium and small-scale web sites. As for the large-scale Internet article companies that have been transformed into IP development, due to the complete categories and strict audit, the impact is not significant. According to the list of roll call and criticism works previously exposed on the Internet, except for palm reading, the starting point, vertical and horizontal, and 17k are not affected in the first and second line online writing platform.

between the growth and decline of each other, the differentiation of the online writing industry may be further intensified.

in fact, the online writing soil that carries 14.548 million works has never been monolithic. Under the halo of the head IP, there is a fierce fight among tens of thousands of people at the bottom. Due to the solidification of the pattern of online writing and the lack of innovation, a large number of bottom writers are forced to race on a limited track. As a result, some opportunistic phenomena began to breed, and the original positive cycle of "the better the more people read" was broken, resulting in a continuous refresh of the lower limit of creation.

"the current situation is that the bottom writers do not need any writing training, but only need to constantly open the harem and engage in a large amount of pornographic description to snatch traffic." The editor-in-chief of the above network literature company said.

the flooding of Shuangwen has greatly destroyed the creative soil of online articles. However, as Shuangwen is difficult to develop IP and can only make a profit by paying for reading, even if Bad money drives out good's story happens every day, it is difficult to enter the public eye. In addition to pornography, similar phenomena include distorting history, politics, mafia and making fun of Buddhist figures.

combing the newly issued "online article evaluation method", "there are large quantity and low quality in network literature, lack of" peak "in the plateau, plagiarism and imitation, and similar contents. Behind the outstanding problems such as mechanized production, fast food consumption and one-sided pursuit of economic benefits, we can see that combating pornography and highlighting the main theme is precisely the dual purpose of the implementation of this new policy.

"this time the government has mainly cracked down on types of articles that have violated some bottom lines, and after the market has been purified, there will be a new rebalancing of readers' concerns. Just like after the TV show stipulates that you can't show your breasts, the audience will pay attention to the appearance and the plot. " The editor-in-chief of the above network literature company said.

highlighting the main theme is also another feature of this "online article evaluation method". According to the sub-rules of social benefit evaluation of online literature publishing service units, the main audit criteria are publication quality, communication ability, content innovation, system construction, social and cultural influence. Among the 77 review rules, there are more than 30 points related to the main theme, while the "author and reader service system" accounts for only 4 points.

strong > net articles, animation IP value layout or the strong intervention of administrative means will be reorganized / strong >

, which not only clears a batch of unqualified articles, but also stirs up the market, thus providing market space for the birth of new schools. In fact, the current online article market is in a broken and unestablished stage: major genre innovation has stalled, but various types of micro-innovation has never stopped.

for example, Zada Wen, which was born in 2011, is characterized by not opening the golden finger and the background description is in line with historical facts, which can be regarded as an improvement of Jack Su-Marie Su-style passage. The creative behavior of this improved version may usher in an acceleration period with the emergence of a market vacuum.

this time, it has been revealed that the platforms that need to carry out work rectification and reform are mostly third-and fourth-line platforms, except for palm reading. On the other hand, the starting point of the first line and the vertical and horizontal of the second line and Chinese online are not among them.

however, this does not mean that big companies can rest easy. For the online article industry, the Audio-Visual General rules promulgated on June 30th can be said to have a double whammy-IP needs to be transferred to the film and television industry to enlarge its value, but many restrictive topics in the General rules are precisely hot topics in the field of online literature.

compared with the General rules for the examination of the content of online Audio-visual programs such as online dramas and Micro-movies released in 2012, the new version of the General rules on Audiovisual details the regulations on unconstitutionality, harming national dignity, promoting terrorism and distorting national historical figures. It focuses on strengthening the regulation of elements such as "promoting luxury life", "promoting reincarnation", over-displaying thrillers and horrors, promoting violence and the use of vulgar language.

on this basis, three types of IP are most affected, and these three types are also common types of online articles and animation IP:

horrors-- "those who promote feudal superstitions and run counter to the spirit of science, such as soul possession, reincarnation, witchcraft and other feudal superstitions" will be prohibited.

Youth theme-"showing puppy love, smoking and drinking, fighting and other bad behavior of minors" is also prohibited;

beauty theme-"showing abnormal sexual relations and sexual behavior, such as homosexuality, etc."

the industrial chain of live-action film and television adapted from online articles and animation IP is booming, and there are nearly 50 ongoing animated live-action film and television projects, but now a large number of animation and film and television IP development may be affected.

according to the incomplete statistics of the Dream Factory, the audio-visual general rules released today include: animation "King's Landing and courtiers" (Tencent Animation and Comic, Yanmei), animation "Magic Master" (Penguin Film, the original is serialized in Jinjiang, Yanmei), TV series "sad countercurrent" (Guo Jingming, bad behavior of minors), online drama "biographies of Assassins 2" (Sohu video, Yanmei). The online drama "Shi Ru does not know Ding" (Youku, the original is serialized in Jinjiang, Yanmei), and the online drama "Soul Ferry" (iqiyi, feudal superstition).

in fact, over the past month, regulators have stepped in frequently, and the supervision of the content industry has become increasingly stringent:

on June 1, SARFT issued the Circular on further strengthening the Management of the creation and broadcast of Network trial programs.

June 7, the first paparazzi Zhuo Wei, popular studio, detective Zhao Wuer and other gossip accounts were banned, Weibo, Jinri Toutiao, Tencent were interviewed

on June 8, 25 entertainment Wechat official accounts, such as poisonous tongue movies and Care gossip Association, were blocked.

on June 20, more than 40 networks, including "Erlong Lake Hao Brother", were taken off the shelves.

on June 22nd, Sina Weibo, Station An and other network audio-visual program services were shut down due to license problems, and carried out comprehensive rectification.

on June 23, SARFT issued another notice banning all-star variety shows from broadcasting in prime-time stalls.

on June 24th, SARFT removed 40 illegal advertisements;

on June 27th, SARFT issued the "trial measures for Evaluation of Social benefits of Network Literature and Publishing Service Units", which checked and examined IP from the source;

June 30, the "General rules for auditing the content of Network Audio-visual programs" was issued, which further restricted the IP development direction of downstream film, television and animation developers.

from the upstream copyright, to the downstream film and television, animation developers, and then to the platform, the entire IP industry chain will be affected. Several online literature companies have indicated that they are waiting and watching, and it is not possible to assess how much impact they will have on the authorized amount and process of their online IP.

and the producer of a well-known online drama said: "the shooting plan for the third season of online drama will continue, but there are more projects this year, which should be arranged until next year." The policy has no impact on us, because our second season is the first trial and then broadcast, but the trial will not allow the film. "

at present, the online drama can still be broadcast normally and has not been removed from the shelves.

Edit: mary