SARFT promotes independent innovation of television programs: shanzhai or popularity recently, the State Administration of Press, publication, Radio, Film and Television recently issued a Circular on vigorously promoting Independent Innovation of Radio and Television programs (hereinafter referred to as the "notice"), further clarifying the strengthening of independent innovation, the management of introduction models, and the scheduling of 920 periods.
original title: SARFT promotes Independent Innovation of TV programs Industry: copycat or popular
some people in the industry believe that the new regulations will impose great restrictions on the introduction of overseas copyright programs by first-line satellite TV, forcing satellite TV to shift from relying on copyright introduction to original programs; however, some people in the industry believe that although the promulgation of the new policy restricts the introduction of overseas copyright programs, it may lead to the emergence of a large number of "copycat" variety shows. In addition, the implementation of the new policy is aimed at first-line satellite TV, and there are no restrictions on network programs, so the reporter believes that network variety shows may usher in new opportunities for development. < strong > 2016 is another year of variety shows. Overseas copyright has already "bought nothing to buy" < / strong > 2016 is another year of variety shows. Judging from the programs exposed by various satellite TV stations, 400 satellite TV variety shows will be broadcast this year, more than twice as many as last year. In the coming summer vacation alone, there are more than 30 music programs, involving music games, singer competitions, talent shows and so on. Although the number is large, the reporter found that most of the variety shows with high ratings are programs that introduce overseas copyrights, such as "run, Brother", "I am a singer", "extreme Challenge" and so on. according to relevant reports, China has snapped up the program model that has been accumulated in foreign countries for 30 years in just a few years. In addition, the scramble for overseas copyright programs has also led to a substantial increase in copyright costs. According to industry insiders, because of the strong demand in the Chinese market, South Korea starts the price, and its licensing fee has risen from 10,000 to 30,000 US dollars per episode to 10 times as high as the original. < strong > some original variety shows have been recognized, but the road to original variety shows is still difficult < / strong > in addition to overseas copyright programs, some Chinese original programs have achieved some success. CCTV's "Challenge impossible" achieved an astonishing result of 2 per cent in urban ratings and more than 1.6 billion network clicks at home and abroad in 2016, and was called "the new benchmark of Chinese plain people Reality Show" by the industry. The second quarter of the program attracted 370 million titles and special advertisements, becoming the standard king of CCTV quarterly variety shows in 2015, winning a complete victory in terms of viewing, word-of-mouth and commercial value. In addition, the original programs such as "Chinese Poetry Conference" and "Chinese idiom Conference" launched by CCTV also have excellent reputation and have a considerable influence, indicating that independent R & D programs suitable for China can be fully recognized by the market. however, many people in the industry are opposed to whether the new policy can force satellite TV to innovate. Zhang Huali, director of Hunan Satellite TV, said in 2015, "for TV stations, the possibility of great originality in the future is very low, unless our traditional TV stations carry out destructive and subversive institutional reforms." The probability of great originality in online media within a foreseeable year or two is also relatively low, unless they (the leaders of Internet companies) focus on technological updates and focus on capital operation. More reasonable institutional and environmental arrangements for the content sector. Third, social companies are less likely to have great originality in the next year or two, unless they are liberated from the current state of being keen on concept and capital for quick success and quick profit. " < strong > the General Administration defines the concept of "joint research and development" or leads to copycat variety fashion < / strong > Peng Kan, director of research and development consulting of Lezheng Media, pointed out in a recent article that SARFT issued a "mode restriction order" as early as 2014, and the countermeasure that the TV station came up with was to implement the "introduction mode" in the name of "joint research and development". The upgraded policy issued by the State Administration of Radio, Film and Television has made strict regulations on the identification of joint R & D. if China does not obtain the full intellectual property rights of joint R & D projects, it will be regarded as the introduction of overseas copyright program management. Peng Kan believes that it is very difficult for overseas models that attach great importance to copyright protection to fully transfer the intellectual property rights that they have developed and broadcast models. And even if it is a real joint development model between Chinese and foreign companies, foreign copyright holders often demand the sharing of intellectual property rights. If the policy is strictly implemented, then the real joint R & D will also be regarded as the introduction of the model. Therefore, the only programs that can be counted as joint R & D in the future are programs that simply hire overseas producers to participate. This will limit the breadth and depth of cooperation between the Chinese television industry and overseas. in addition, the reporter believes that the SARFT's restrictions on the introduction of overseas copyright programs and restrictions on "joint research and development" may lead to the prevalence of "copycat variety shows." Prior to this, many programs under the banner of "original" have revealed games, plots, and settings suspected of plagiarizing overseas copyright programs, and even after a variety show became popular, copycat shows will be launched one after another. all kinds of "Dad" parent-child programs have been launched since Hunan Satellite TV successfully introduced the parent-child outdoor Reality Show program "where is Dad going" from South Korea's MBC TV station in 2013. For example, "Dad is home", "Dad answer", "Dad please answer" and so on. Among them, "Dad answer" and "Dad Please answer" two programs not only have similar names, but also have a lot in common in content. The programs are based on the way that the children ask the father questions, and use the child's perspective to enhance mutual understanding and trust between parents and children. such examples abound: "I am a singer" became popular, there was an "all-around Star Wars"; "Star Jump Water Cube" was broadcast, and "Chinese Star Jump" was born; with "pattern Sister", the emergence of "Flower and teenager" and "pattern Grandpa" was "inevitable".... < strong > TV variety shows are restricted by online variety shows or welcome great development < / strong > according to reporters, in the past year or two, online variety shows have risen rapidly, and more than 70 self-made variety shows have been published by major video websites in 2016. Data show that 57% of Internet users watch online variety shows. the new policy of the State Administration of Radio, Film and Television is aimed at first-line satellite TV, and there are no restrictions on network programs. therefore, many people in the industry think that network variety will achieve great development. Peng Kan said that the introduction model has also made a lot of efforts to help video websites improve their self-control strength, such as Tencent and Sohu video are both major users of the introduction model. Now, coupled with the restrictions imposed by the New deal on satellite TV, video websites will become more of the main customers of overseas models in China. Introducing the model and absorbing overseas advanced experience will be helpful for video websites in attracting investment, marketing and improving production standards, or will further help online variety to cut out the cake from the TV variety market. Ma Dong, chief content officer of iqiyi, said that even with the great development of online variety, it cannot replace the status of TV variety. The emergence of online variety "is just a redistribution of our entertainment methods in different channels, and there is no question of who will replace whom." although online variety shows emerge one after another under the influence of video giants, including high-quality programs, data show that TOP20 programs account for 80% of the traffic of all variety shows broadcast on the Internet. In other words, high-quality online variety shows are still scarce. < strong > original variety shows need good variety writers < / strong > lack of excellent original variety shows, the popularity of copycat variety shows also has to mention the importance of variety writers. earlier, the reporter interviewed Bonnie Bo, the screenwriter of "Let's fall in Love". She told reporters that at present, all major satellite TV fist variety shows are equipped with special variety writers, but due to the influence of the film and television drama industry, the income of variety writers is generally very low. "excellent variety writers are an essential element of a good variety show," she said. " in this regard, Li Yan, PhD in Journalism and Communication at Communication University Of China and director of the Cultural Industry Teaching and Research Department of Capital normal University, told reporters that the screenwriter's low income and low status are the key factors restricting "telling a good story," and also the innovation and embarrassment of variety shows in our country at present. She said: "the cultivation and promotion of creativity and innovation of employees in the cultural industry, including writers and directors, is a long-term and systematic project, which cannot be solved with money, but we should also realize that it is more difficult to solve without money. Therefore, how to fully mobilize the enthusiasm of creative personnel in supporting incentive measures is indeed an issue that needs to be considered. " experts attending the China-Korea Variety Writers Forum expressed the hope that TV stations can implement the rotation system, so that the staff participating in the program can be familiar with the whole process of program production. Only when they understand the process of program operation, can they better control the program as a whole, and then gradually learn to be a qualified variety screenwriter. At present, the problem of plagiarism can not be avoided, we can only achieve the extreme of the program, but also let the audience gradually learn to refuse plagiarism programs, our variety can be better developed.
Edit: yvette
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