Tian Jin: China animation needs to tell good stories, promote spirit, highlight style and shape brand

Tian Jin, deputy director of the State Administration of Press, Publication, Radio, Film and Television, attended the 12th China International Animation Festival Summit Forum this morning (April 28) and delivered a speech."Radio and Television Commentary" was exclusively authorized to publish the full text of the speech.

Original title: Tian Jin said that cartoons should speak well about China's stock market and promote the spirit of China.

Tian Jin, deputy director of Radio, Film and Television of the State Administration of Press and Publication, attended the 12th China International Animation Festival Summit Forum on April 28 and delivered a speech."Radio and Television Commentary" was exclusively authorized to publish the full text of the speech. The speech pointed out that to open a new chapter in China's animation industry, we should further focus on the following four aspects: first, promote the spirit of China; second, tell the story of China well; third, highlight China style; and fourth, create China brands.

Highlights of China Animation in 2015 The

annual output of China animation has continued to stabilize at 130,000 minutes. At the same time, the scope of themes has been further expanded and the quality of works has been steadily improved.

Many excellent animation works have appeared, such as the "trilogy","Tunnel Warfare","Chicken Feather Letter" and "Yuanzi Cliff Defense War", which promoted the great spirit of the War of Resistance;"Zheng Yimen", which demonstrated the traditional family tradition of China;"Dream of the Star Dream", which tells children's dreams in China, and "New Big Sons and Small Dads", which reproduces children's colorful lives; The domestically produced animated film "Journey to the West: The Return of the Great Sage" with both social and economic benefits; There are also "Peking Opera Cat" and "Pink and Ink Baby" that focus on traditional operas.

The transformation and upgrading of domestic animation has achieved phased results, and the animation industry development mechanism with quality and efficiency as the core has taken shape, and its positive effects have begun to be continuously released.

The State Administration will continue to firmly grasp the key of quality and efficiency, and will continue to provide favorable policy conditions for promoting the transformation and upgrading of the domestic animation industry and building a strong animation country, and create a good market environment.

Four focuses on

promoting the spirit of China.

All influential animation works have firm and correct values as their spiritual core. China animation should launch more animation works with "muscles, morality and warmth" to make the China spirit the most distinctive temperament of China animation.

To tell the story of China well

, we must work hard around "telling the story of China well and spreading the voice of China well" to improve our ability to capture, select, express, and spread stories.

Highlight China style,

explore themes and materials from China's excellent traditional culture, cultivate sentiment and inspire inspiration through the nourishment of the Chinese aesthetic spirit, and use animation works with China characteristics, China style, and China style to respond to the call of the times and people's expectations.

To shape China's brand

, build an animation power and achieve industrial upgrading, we must move towards the goal of branding, set high aspirations, maintain enterprising spirit, use high-quality works as the foundation, and use the patience and resilience of "ten years to sharpen a sword" to create a number of China animation brands with international influence and competitiveness and high reputation.

The full text of the speech is as follows:

Speech at the 12th China International Animation and Animation Festival Summit Forum

(April 28, 2016)

Tian Jin, Deputy Director of the State Administration of Press, Publication, Radio, Film and Television Ladies

and Gentlemen:

Good morning, everyone! In this beautiful season of warm spring and blooming flowers, I am very happy to gather with all old and new friends at the annual China International Animation Festival. First of all, on behalf of the State Administration of Press, Publication, Radio, Film and Television, I would like to extend a warm welcome to all the guests from home and abroad who have come from afar, and express my heartfelt thanks to the comrades from relevant units in Zhejiang Province and Hangzhou City who have worked hard to prepare for the Animation Festival!

The year 2015 that just passed was another bumper year for China animation, with many highlights that attracted attention. Under the guidance and support of the State Administration of Press, Publication, Radio, Film and Television, Zhejiang, Jiangsu, and Hunan Radio and Television respectively undertook to produce the newly created key animations of the Anti-Japanese War "Trilogy","Tunnel Warfare","Chicken Feather Letter" and "Yuanziya Defense War", which were successively exhibited and broadcast on CCTV, national animation channels, children's channels and provincial satellite TV, vigorously promoting the great spirit of the Anti-Japanese War and winning unanimous praise from parents and children. The domestic animated film "The Return of the Great Sage of Journey to the West" has achieved both social and economic benefits after its release, and is praised as "a rare phenomenal work of China's animated films in the past ten years." The annual output of animation in China has continued to stabilize at 130,000 minutes. At the same time, the scope of themes has been further expanded and the quality of works has steadily improved. There are "Dream of Stars" about children's dreams in China,"New Big Son and Small Big Dad" that reproduces children's colorful lives,"Peking Opera Cat" and "Pink Ink Baby" that focus on traditional operas, and so on. Among them, we will announce and commend the outstanding works at the next release ceremony of the review results of the 2015 domestic animation development special fund project. Here, I would like to first congratulate all the award-winning animation workers and units, and sincerely pay tribute to your hard work and positive contributions in promoting the prosperity and development of domestic animation!

The achievement of these achievements fully demonstrates that the transformation and upgrading of domestic animation has achieved phased results. The animation industry development mechanism with quality and efficiency as the core has taken shape, and its positive effects have begun to be continuously released. The shift from mainly increasing scale and quantity to mainly improving quality and efficiency reflects the objective laws of the development of China's animation industry and is also in line with the development trend and trend of the world's animation industry. The State Administration will continue to firmly grasp the key of quality and efficiency, and will continue to provide favorable policy conditions for promoting the transformation and upgrading of the domestic animation industry and building a strong animation country, and create a good market environment.

Dear guests, ladies and gentlemen!

At present, the national press, publishing, radio, film and television system is deeply studying and implementing the spirit of General Secretary Xi Jinping's series of important speeches, especially the spirit of General Secretary Xi Jinping's important speeches on propaganda and ideological work, literary and artistic work, news and public opinion work, network security and informatization work. Under the new situation, China's animation industry is facing good development opportunities and broad development prospects. How to uphold the development concepts of innovation, coordination, green, openness and sharing, seize the opportunity, make persistent efforts, take advantage of the momentum, and open a new chapter in China's animation industry is a topic of the times that animators must answer. I believe that to open a new chapter in China's animation industry, we should further focus on the following four aspects. First, promote the spirit of China; second, tell the story of China well; third, highlight China style; fourth, create China brands.

First, carry forward the spirit of China. The spirit of China embodies the spiritual pursuit, spiritual characteristics and spiritual context of the Chinese nation, and is the soul of China literature and art. Judging from the development practice of animation in recent years, works that promote the spirit of China can establish a deep emotional connection with the audience and are widely recognized and welcomed. For example, in 2014, the three patriotic cartoons "Qi Jiguang","Hero Feng Zicai" and "Turn This Page", the 2015 Anti-Japanese War "Trilogy","Tunnel Warfare","Chicken Feather Letter" and "Yuanziya Defense War", and Zhejiang Satellite TV's popular China traditional family style cartoon "Zheng Yimen" and so on. Some excellent articles were not only shown on TV, but also entered kindergarten and primary school classrooms. This year, the State Administration of Commerce has also planned and supported key animation projects to commemorate the 95th anniversary of the founding of the Party and the 80th anniversary of the victory of the Red Army's Long March, such as "The Loveliest Man","Turn This Page (2)" and "The Long March of the Stubborn Donkey". From a global perspective, all influential animation works have firm and correct values as their spiritual core. If China animation wants to be worthy of the great nation and the great era, it must take the China spirit as its soul and stand upright on its spiritual backbone. It is necessary to hold high the banner of socialist core values, take the national spirit with patriotism as the core and the spirit of the times with reform and opening up as the core as the main theme of creation, pursue truth, goodness and beauty, inherit and carry forward China's excellent traditional culture, and launch more animation works with "muscles, morality and warmth" make the Chinese spirit the most distinctive temperament of Chinese animation.

Second, tell the story of China well. The story of China is an important carrier of China spirit. To promote the spirit of China, animation must pay attention to China stories and tell China stories well. The Chinese nation has a long history of civilization for more than 5000 years, more than 170 years of struggle in modern times, more than 60 years of continuous exploration after the founding of the People's Republic of China and more than 30 years of great practice of reform and opening up, are full of colorful and touching China stories, providing an inexhaustible and inexhaustible source of material for animation creation. These stories are both of China's and shared by mankind. It is our responsibility to the Chinese nation, as descendants of the Yellow Emperor, to discover various events that are happening in the history and reality of China and record and reproduce them in the literary and artistic form of animation so that they will not be obliterated or forgotten. Using animation, the worldwide artistic language, to contribute the cultural achievements and ideological wisdom of China people to the world is our responsibility as members of the human family to promote the progress of human civilization. At present, we must work hard to "tell the story of China well and spread the voice of China well" to improve our ability to capture, select, express and spread stories, so that more wonderful stories from ancient China and contemporary China can ride on the wings of animation art, span mountains and oceans, and fly into thousands of households.

Third, highlight China style. General Secretary Xi Jinping clearly emphasized at the symposium on literary and artistic work that we must inherit and carry forward China's excellent traditional culture and the Chinese aesthetic spirit in combination with the conditions of the new times; we must adhere to the Chinese cultural stance, inherit Chinese cultural genes, and demonstrate Chinese aesthetic style. Highlighting China style reflects the inevitable requirement of carrying forward the Chinese aesthetic spirit and demonstrating Chinese aesthetic style. In the 1950s and 1960s, China animators used a series of art films with strong China style to create the "China School" that has widespread influence in the history of world animation. Classic works such as "Troubling in Heaven","Little Tadpole Looking for Mother","Nezha Troubling in the Sea" and "Three Monks" have never been tired of watching them and have high artistic and ornamental value. Today, we are striving to realize the China dream of the great rejuvenation of the Chinese nation. The prosperity and prosperity of Chinese culture is the proper meaning of the topic. Animators must understand their mission from this height, take over the spiritual torch of the older generation of artists, and unremittingly explore on the road of animation art with firm cultural consciousness, cultural self-confidence, and cultural self-improvement. Discover themes and materials from China's excellent traditional culture, cultivate sentiments and inspire inspiration through the nourishment of the Chinese aesthetic spirit, and use animation works with Chinese characteristics, Chinese style, and Chinese style to respond to the call of the times and the expectations of the people.

Fourth, create China brands. Branding is an important strategy and important way for the industry to mature and move towards high-level development. The famous "smile curve" theory vividly illustrates that just engaging in production can only stay at the low end of the industry with the least profits. If you want to obtain high profits and achieve sustainable development, you must focus on the curve that can increase the added value of products such as brands, knowledge, and services. Looking at the world-class animation companies, they all have a long history of brand management. Establishing brand concepts, strengthening brand identities, and maintaining brand image are the common ways for these companies to succeed. General Secretary Xi Jinping once pointed out that it is necessary to promote the transformation of Made in China to Created in China, the transformation of China speed to China quality, and the transformation of China products to China brands. To build a strong animation country and achieve industrial upgrading, we must move towards the goal of branding, set high aspirations, be in awe, keep enterprising spirit, take high-quality works as the foundation, and use the patience and resilience of "ten years to sharpen a sword" to create a number of China animation brands with international influence, competitiveness, and high reputation make China animation a shining business card to display the image of China and a glorious messenger to spread Chinese culture.

Dear guests, ladies and gentlemen!

China International Animation Festival is the most important international animation event held in my country. For more than ten years, the latest ideas, most advanced concepts, and cutting-edge explorations in the world's animation field have all met and collided here. It has indeed played a role as a "wind vane" in leading the development of China animation and influencing the trend of world animation. I sincerely wish this China International Animation and Animation Festival a complete success, and sincerely wish everyone realize their animation dreams and life dreams on the magnificent journey of realizing the China Dream of the great rejuvenation of the Chinese nation! It is hoped to further strengthen exchanges and mutual learning in the animation industry and jointly promote the development of animation. Thank you!

Editor: Tsai