Still speculating on "IP"? TV series gold medal producer: This wave is OUT

At the summit forum of the annual gathering of the domestic TV drama industry "2017 Shanghai TV Series Production and Broadcasting Annual Conference" held in Shanghai recently, many industry leaders such as well-known producer Hou Hongliang, screenwriter Bai Yicong, and Tsinghua University professor Yin Hong poured cold water on popular words such as IP traffic that has swept the film and television industry for several years, believing that "the stage of superstitious IP in film and television production has passed."

The popular costume drama "Three Life and Ten Miles Peach Blossom" has witnessed the popularity of popular Internet IP novels transformed into TV dramas. However, at the summit forum of the "2017 Shanghai TV Series Production and Broadcasting Annual Conference" held recently in Shanghai, well-known producer Hou Hongliang, screenwriter Bai Yicong, Tsinghua University professor Yin Hong and many other industry leaders poured cold water on popular words such as IP traffic that has swept the film and television industry for several years, believing that "the stage of superstitious IP in film and television production has passed." At the same time, everyone agreed that cooking your own dish well is much wiser than blindly pleasing the audience.

What is the future of IP dramas? Yin Hong: Treat it with a normal mind

With the advent of the era of integrated media, technological innovations have allowed TV dramas to interact with audiences on multiple screens, and the convenient drama watching mode has also contributed to the popularity of the film and television drama industry in recent years. In this wave of film and television drama production and broadcasting, IP drama has undoubtedly been the hottest concept in the past two years.

As the so-called "prosperity and decline", Wang Leiqing, director of the SMG Film and Television Theater Center, believes that the "efficacy" of IP has failed. For example, he said that since last summer vacation, some IP projects have lost in ratings and reputation on satellite TV platforms. By 2017, the IP dramas of major video websites were almost wiped out.

Yin Hong, a professor at Tsinghua University, believes that when it comes to IP,"don't be too excited or bad-mouthing." He believes that the current film and television industry has a wrong mentality, believing that as long as you grab a big IP, everything will be fine. With some idol actors, you can dominate the screen with rough and cheap production."In fact, it is not the IP problem, it is the problem of bad dramas. The main reason why IP dramas are bad reviews is that they regard it as a 'golden jar' rather than doing a good job in secondary creation."

Well-known producer Hou Hongliang pointed out that from words to images, the core is not the IP, but the screenwriter. Whether the creator cares about it is the core of film and television adaptation."Everyone really shouldn't buy a piece of paper and return it, and ignore the key points."

Ciwen Media, which has tried many times to adapt and produce big IP and participated in popular dramas such as "Hua Qian Gu", is a beneficiary of the IP craze. Its president Ma Zhongjun also said,"There are many works adapted from big IP but failed. It depends on the ability and mentality of the adaptors."

Although the peak of the IP craze has passed, it is undeniable that excellent literary works still and will continue to provide the freshest themes and most touching stories for TV series. In the process of putting literary works on the screen, the role of screenwriters is particularly important. Zhang Lei, the screenwriter of "China Style Relations", has a clear attitude and believes that screenwriters need to have "craftsman spirit." Huang Lan, president of Xinli Media, even suggested that TV people should ask themselves,"What is our original intention?""Whether it is original or IP, heroes don't ask for a way out. I only want your content to impress my original intention. We must strike a balance between social expression and self-responsibility, and be beneficial to society. We must strengthen such values."

How to catch young audiences? Hou Hongliang: Relying on experience hinders the creation

of some TV series investment and production companies. One of the reasons why they are willing to spend high prices to buy popular IPs and hire traffic stars to star is that in order to cater to the drama viewing preferences of young audiences, the main audience of TV series has shifted from middle-aged people to young people represented by the "post-90s" and "post-00s".

However, industry people attending the meeting agreed that it is much wiser to cook your own dish well than blindly "please" it.

In the past few years, director Guo Jingyu has been busy producing the TV series "The Legend of the Condor Heroes", which is now popular on Dragon TV. During this process, he found that the reason why many young audiences liked Guo Jing was not because of the actor's appearance, but because of the character's simple and honest character that moved them. This also made Guo Jingyu sigh that TV series creators should first "tell good stories" and use good stories to impress young audiences.

Liu Jiang's public security drama "Battle at Dawn" will be broadcast on Beijing TV and Dragon TV on March 3. He also expressed similar views to Guo Jingyu. "This involves the issue of essence and form. For example, humans all have the desire to eat. This is the essential content. As the times change, eating methods can change and eating methods can be changed, but in essence, good content is needed." Using this metaphor, Liu Jiang emphasized that in the creation of TV dramas, the form and creative environment can be ever-changing,"but creation must have good content in essence, and a good story is the bottom line that creators must adhere to." Producer Hou Hongliang has produced many excellent works in recent years. He reminds TV series creators,"Summarized experience is the mortal enemy of creation. Don't let what is in front of you obscure the truth of art."

In addition, topics such as actors '"sky-high" pay and excessive involvement in TV series creation have recently sparked public opinion. This phenomenon has encountered doubts and accusations from many parties. For the experts attending the meeting, this is a sensitive issue. Bai Yicong, who is also a screenwriter and producer, is deeply touched by this phenomenon and revealed that if some actors are invited now, in addition to paying high salaries, they also need to involve their team in the production. However, the team behind the actors The professional standards are uneven, which is likely to affect the quality of TV series.

Editor: yvette