Wang Zhaonan, deputy editor-in-chief of iQiyi: There is no contradiction between positive energy values and popular content

Wang Zhaonan believes that since the development of the video industry, China's online video content has gradually abandoned the stage of barbaric growth and shoddy manufacturing, and has moved from amateur video content to professional long video content."The top content at the tip of the pyramid is the most in need of our attention."

Iqiyi collaboration mechanism, full-process management, strengthening self-review of pure online content

, how can video websites control the direction of content? The answer given by iQiyi is "dedicated personnel, controlling the whole process, and guiding the head content.""We have a group of professional review teams and professional research teams. From the beginning of the program and from the beginning of planning, we must Enter the creation of this IP." Wang Zhaonan believes that since the development of the video industry, China's online video content has gradually abandoned the stage of barbaric growth and shoddy manufacturing, and has moved from amateur video content to professional long video content."The top content at the tip of the pyramid is the most in need of our attention."

In the more than a year since its establishment, the iQiyi Online Film and Television Program Planning and Research Center has carried out multi-faceted and diversified management of the platform's header content, and carried out policy control and guidance regulations from the entire process of film and television research, development, production, and broadcasting. The online content of the platform not only conforms to national regulations, but also focuses on commercial value, and also makes the programs produced by iQiyi suitable for people of all ages, especially young people with strong demand. "From ninety-nine to just walking, everyone has no problem watching the programs produced by iQiyi."

How to balance the issues between full process control and network original speed at the same time? "iQiyi has always adhered to a collaborative mechanism where multiple types of work jointly operate a project and strengthens self-review of pure online content. The creation of the head content benefits from the detailed division of labor of the iQiyi team, and the professional project team is responsible."Wang Zhaonan said that although it is a team of more than a dozen people, each has a clear division of labor. Although the sparrow is small, it has all the five organs: " The team completes the comprehensive control and review of the platform itself by subdividing the PGC head content, vertical fields, and overseas films and television." In this regard, Wang Zhaonan explained that for seemingly complex matters, as long as there are a few more steps, the project will be passed very quickly, and the time and efficiency will be maintained very efficient without any delay.

The positive energy of youth is controlled by the Internet to realize the strategic layout of high-quality top content

. Whether it is from non-professional content to professional content, or from Short Video to long videos, it is a useful exploration and attempt in the scope of film and television content. As the largest comprehensive video service platform in China, iQiyi always adheres to the content brand positioning of "youth, sunshine, positive energy and family fun", carries out the strategy of purchasing, investing and producing top-level content, actively explores innovation, continuously promotes the establishment of industry norms and guides the healthy development of the industry. Wang Zhaonan bluntly said that iQiyi has always regarded "youth, sunshine, positive energy, and family fun" as the core standards of content in terms of content values control, and has established a correct model for the market in terms of audience needs, business models, and industry reputation.

In terms of pure online content creation, whether it is the self-made drama "Remains of Sin" and "The Best of Us" or the pure online variety show "Qi Qi Said", the innovation of themes, shooting techniques and content stories all reflect iQiyi's achievements in high-quality homemade content innovation. Breakthroughs and attempts. With its original content of positive energy,"The Best of Us" has achieved good returns in terms of traffic, data and reputation in all aspects. It was named and praised by the State Administration of Radio, Film and Television at the online audio-visual conference, which also laid the foundation for iQiyi to strengthen its positive energy values. Content planning efforts to create more such high-quality programs. "Programs with this theme are truly good works worth watching over and over again. Especially like some TV dramas we watched when we were young, we have been watching since childhood, and we will gradually consider this matter." Wang Zhaonan said.

"We not only have successful cases of" The Best of Us ", but also cases like" Remains of Sin "that require us to explore some new expression methods." Wang Zhaonan said this about iQiyi's successful creation of head content. In addition to the control of innovation and values in pure online self-produced dramas,"Qi Qi Shuo" further demonstrates the iQiyi platform's guidance on the values of core groups in the field of pure online variety shows. In this regard, Wang Zhaonan explained that these contents are in line with a visual or auditory habit of the post-90s generation. When iQiyi was doing a show, it actually used this feeling as the standard of online feeling, first conforming to his age group and respecting him. Appreciating habits and then guiding him is iQiyi's online feeling.

Achieving the simultaneous launch of overseas dramas and promoting the video industry to make a big step forward

. In terms of the layout of overseas copyright dramas, iQiyi can be said to have always been at the forefront of the industry. The 2016 hit classics will definitely be indispensable for iQiyi to achieve the simultaneous launch of China and South Korea overseas."Descendants of the Sun". Wang Zhaonan said that we have also made a lot of attempts with these overseas producers, not only to provide iQiyi, but also to provide a model and standard for the entire industry, that is, the matter of Chinese and foreign live film and television dramas. In order to meet China's broadcast requirements and realize simultaneous broadcast between China and South Korea, the copyrighted drama "Descendants of the Sun" persuaded South Korean producers to break the original industry standards of producing while broadcasting through iQiyi. In response to the domestic policy of reviewing before broadcasting, the copyright drama of the department was finally synchronized overseas. In the end,"Descendants of the Sun" lived up to expectations, breaking 2.6 billion yuan on its first broadcast, becoming the most influential overseas drama series in history.

In addition to iQiyi, simultaneous live broadcasts of China and South Korea or related Korean dramas will also be seen on other video media and online platforms. This is not only an improvement for iQiyi, but also a major improvement for the entire industry, Wang Zhaonan said. iQiyi has always been committed to copyright procurement and cooperation. It not only provides high-quality content from South Korea, but also reviews high-quality content introduced by other countries. Various types of programs are all-inclusive, and the countries and themes are very rich. In terms of overseas copyright procurement, iQiyi can be said to have a pioneering and leading role in the development of the entire video copyright market.

Whether it is homemade content or copyrighted content, the establishment of iQiyi's phenomenal content benchmark is the result of responding to market policies and multi-party communication and mutual promotion and support. Regarding iQiyi's successful creation of high-quality header content and accurate grasp of the market, Wang Zhaonan said that the ones who have helped us the most must be our netizens, because our works are for netizens to see and the audience, and they give us some comments, whether they are concerned or not, professional or not, we attach special importance to them. This is also an accumulation of our iQiyi's reputation over the years.

In terms of controlling media values and handling artistic details, the close linkage of relevant departments has also become a key factor in iQiyi's strategic layout of high-quality products at home and abroad. The core values of "Youth, Sunshine, Positive Energy, Family Fun", as the core values that iQiyi has always adhered to, will collaborate with the industry to provide more professional and healthy quality content to more young users.

Editor: yvonne