Recently, with the launch of the online drama duel and the online film leaves on Jinshan, "online standard" - Online drama distribution license "has come into the public view. As the No. 001 online drama and online film after the use of "online standard", there is a vermilion title in front of the main film of "Duel" and "leaves on Jinshan". According to the latest requirements of the State Administration of radio, film and television, an administrative license will be officially issued for online dramas from June 1 this year.
Sitting in the cinema waiting for the opening of the film, the "dragon logo" flashed by, which not only filled the ceremony of the film viewing process, but also certified the quality of the film. Nowadays, the emergence of "online standard" and "broadcasting with certificate" also mean that China's online dramas are moving towards a new journey of high-quality creation.
The era of more standardized "network standard" has come
With the rapid development of China's Internet industry, online dramas have grown from scratch, from the initial barbaric growth and uneven quality to the transformation and upgrading of high-quality development. At present, online dramas have become an important part of China's cultural industry, and face the promising future with rich forms, new faces and high-quality creation.
Once, online dramas and online movies were labeled as "shoddy". The disorderly development has made the online audio-visual field a "haven" for some inferior content. Films that can't be broadcast on TV stations will be broadcast on the online audio-visual platform, and films that can't go to the cinema will be moved to the online terminal for distribution - this phenomenon happens from time to time. Some creators of online dramas and online films are even unwilling to disclose the content of "online students" created by themselves, for fear of being despised as "low style". With the sound development of network audio-visual industry ecology, a number of high-quality works are emerging. In 2020, many online dramas were shortlisted for the 26th Shanghai TV Festival Magnolia Award, the 32nd TV drama flying award and the 30th China TV Golden Eagle Award. "Ice breaking action" won the White Magnolia Award for best Chinese TV drama, and "Chang'an twelve hour" won the Golden Eagle Award for excellent TV drama. With the support of the awards, online audio-visual works have gradually entered the mainstream vision, showing a high-quality development trend.
Nowadays, the emergence of "net standard" has boosted the confidence of many creators and practitioners. Zheng Huaping, vice president and editor in chief of mango TV, said: "for the audio-visual platform, with the administrative license of online drama, it can not only meet the growing needs of spiritual civilization in China, but also distribute more online audio-visual products overseas, highlighting the cultural soft power of the Chinese nation."
The emergence of "network standard" has also attracted the attention of the field of network audio-visual research. Zhou Kui, an associate professor at Communication University of China, said: "the emergence of 'online logo' means that the production of online film and television content has stepped up to a new level on the road of high-quality and works. The establishment of the 'online logo' system is a self-improvement of the requirements for content creation."
Nowadays, the era of "online filing" of online movies and online dramas is coming to an end, and the era of more standardized and stricter "online standards" has come.
The bright report card cannot be separated from standardization
In recent years, there have been many highlights and outstanding achievements in online dramas. From fighting the epidemic to joining hands in the Winter Olympics, from transmitting the great love of the world to depicting a better life, warm content creation and cultural expression have constantly set a new benchmark for online audio-visual works.
On May 20, the State Administration of radio and television announced the notice on the evaluation results of the selection of excellent online audio-visual works in 2021. 96 works were selected, covering various forms of online audio-visual programs, such as online dramas (including online Mini dramas), online movies, online variety shows, online documentaries, online cartoons, short videos, online live programs, online audio programs, online public service advertisements and so on. Zhang Lina, vice president and editor in chief of Youku, said: "under the professional management and careful guidance of the network audio-visual Department of the State Administration of radio, film and television, in recent years, the network audio-visual industry, especially the network dramas, has been vibrant and developing rapidly, high-quality works have been emerging, and the social influence has been continuously improved."
The online film has shifted from the urban, fantasy and other contents to the creation of realistic themes, aiming at the little people in the background of the great era: "SA rilang on the grassland" tells the real deeds of "the most beautiful secretary in Inner Mongolia" Zhao Huijie; "Leaves on Jinshan" tells a warm story of returning young people actively participating in the construction of their hometown; "Our new life" tells the dream life of ordinary people; "Mortal hero" focuses on the cooperation of Wuhan citizens in the epidemic... The stories of countless ordinary people have made the audience feel extraordinary power. These works are well produced and deeply thought, which has greatly improved the quality of online films. By presenting positive characters, the work echoes the people-centered creative orientation, and opens the road of high-quality production of online films by means of warm realism.
Online documentaries continue to expand the development route of high-quality documentaries with diversified themes and rich expressions. "Dunhuang: born and legendary" depicts the brilliant Dunhuang civilization with film texture, and "all the way like North" leads the audience to pay attention to the important issues of environmental protection through the story telling between people and elephants. From these contents, the audience realized that the online documentary is constantly improving the creative pattern and actively playing the important role of "national album".
"In the field of hope", "agreement", "Duel" and other high-quality online dramas accurately grasp the pulse of the times and make the mainstream values deeply rooted in the hearts of the people. Ancient costume suspense detective dramas "Chang'an 12:00", "the wind rises from Luoyang" and "the wind rises from Longxi" not only lead young people to feel the fresh ancient city culture and exquisite traditional culture, but also successfully create an IP series to help the integrated development of culture and tourism.
More and more online dramas have courage in creation and aggressive in communication. Yang Chenghu, vice president of the school of art and media of Beijing Normal University, said: "excellent online dramas have achieved a dynamic balance in communication effect and social value. The network platform has made continuous efforts, gave full play to the linkage effect, and constantly flashed new sparks in advantage mining and cultural polishing."
"Net standard" means higher standards and stricter control
From imitation to innovation, from niche to "out of the circle", the prosperity and development of online dramas stems from the joint promotion of policy support and industry development under the background of media integration. The network ecology is becoming more and more perfect, and the development of online dramas continues to consolidate the foundation, actively explore the vivid image power, and seize the constantly updated creative guidelines and policy opportunities.
In 2021, 18 excellent online audio-visual works such as "ice hockey boy" were selected by the network audio-visual program boutique creation and communication project. Among them, the online film "bloody unknown River" tells the story of the heroic battle of the volunteer soldiers to win a great victory against the background of resisting US aggression and aiding Korea. Although this online film is produced at a low cost, its remarkable detail handling and serious creative attitude have been highly praised by the audience.
With the all-round guidance of the policy, excellent programs respond positively, shoulder the mission of the times and walk out of a sonorous pace. In order to celebrate the 25th anniversary of Hong Kong's return to the motherland, under the special guidance of the network audio-visual Department of the State Administration of radio, film and television, the Hong Kong, Macao and Taiwan office and the publicity and Sports Department of the joint office of the Central Committee of the people's Republic of China in Hong Kong, Hong Kong Music Season reflects the results of exchanges between the two places with the cultural charm of Hong Kong Music golden melody.
At the same time, the increasing aesthetic quality of the audience has promoted the positive growth of online dramas. The high-quality works produced by online dramas are giving back the expectations of the audience and cultivating the preferences of the audience. This positive two-way Rush has brought a good ecology of the industry. Online dramas continue to focus on the forefront of society and establish a new coordinate system of art and value through new ways that are popular and easy to accept by young audiences.
According to Yang Hongtao, a professor at Communication University of China, the blind development of online dramas has become a thing of the past. "In the current fierce competition in the film and television industry, only by strengthening the awareness of high-quality products, reducing the total amount of production, improving the quality of works and enriching the types of themes, can online audio-visual have a brighter future."
"Webmark" is promoting and helping the creation of high-quality products to a certain extent. Deng Boren, vice president of BiliBili, said: "Webmark has laid a more solid foundation for the quality upgrading and high-quality development of the online audio-visual industry." The official launch of "online drama distribution license" not only gives the creators a stronger sense of social responsibility, but also puts forward higher standards and stricter checks on the selection of theme and content. "Network standard" is creating a mechanism for the sound development of the network audio-visual industry and promoting the high-quality development of the whole industry. The curtain of the new journey has been opened. In the future, there will be more high-quality works with both artistry and ideology constantly "out of the circle" to meet the aesthetic needs of the people for high-quality content.
(our reporter Niu Mengdi, our correspondent Li Yilin)