Domestic online drama release implementation license system network audiovisual works gradually entered the mainstream vision

Original title: Domestic online drama release implements a license system

"Network Label" on the new industry update

Core reading

In recent years, the rapid development of online audiovisual literature and art represented by online film and television dramas. In the past, online drama only showed the filing number. Starting from June 1, domestic online drama issuance has implemented a license system. The emergence of "network marks" has established stricter, more standardized, and clearer industry standards in the field of online audiovisual. It will also promote the quality of network audiovisual content and promote the upgrading of the industry.

Recently, with the launch of the online drama "Dueling" and the online movie "The leaves on the Golden Mountain", the "webmark" -The online drama issuance license has entered the public vision. As the 001 online drama and online movies after using the "network label", there is a vermilion head with the four words "Internet Audiovisual" as the main body as the main body of "The Duel" and "The Leaf on the Golden Mountain". The emergence of the "network drama issuance permit", which is known as the "network label", means that the online audiovisual business is updated and iterates to enter a new stage.

Management is more standardized and standardized

According to the latest requirements of the State Administration of Radio, Film and Television, starting June 1 this year, the official license of the Internet drama "Online Theater Issuance License" is officially issued, which is also commonly known as the "webmark" in the industry. Before the film is released, the "Dragon Standard" must be obtained, and the release of the TV series must be obtained by the domestic TV drama issuance permit. In the past, online drama only showed the filing number. The emergence of "network marks" fully shows that government departments have more standardized and standardized management of online drama.

Once, some online drama films were crude and left a bad impression on the audience. In recent years, relevant departments have been strengthened by the management measures of Internet audiovisual content. In 2017, the former State Administration of Press, Publication, Radio, Film and Television issued a notice requesting online audiovisual programs and radio and television programs "the same standard, the same scale"; since February 2019, key online film and television dramas have been the same as movies and TV series. Only the department's audit has the filing number. Today, the release of domestic online drama issuance has implemented a license system, and has established stricter, more standardized, and clearer industry standards in the field of online audiovisual, and build a long -term mechanism. This will help further improve the professionalism and standardization of online drama production and broadcasting The level attracts more professional institutions and outstanding talents to flow in this field.

"Through bright 'ID card', announced relevant statutory conditions and statutory procedures, the industry's subject can not only know what is unable to do ', but also clearly know how to do' 'how to do it better', it will be better. This shows the management departments' new thinking and new actions in leading the creation, service industry, condensing consensus, "said relevant experts from the China Television Art Committee.

Promote the healthy and orderly development of the industry

"In recent years, online audiovisual programs have gradually moved towards fineization, and the online audiovisual industry has flourished. The management of online drama is made from the original filing registration to the issuing administrative license. The ingenious recognition and affirmation of the practitioners will inspire us to better shoulders the heavy responsibility given by the times and continue to strengthen the creation of boutique. "Said Gong Yu, founder and CEO of iQiyi.

People in the industry generally believe that the emergence of "webmarks" is that the state has officially incorporated domestic network drama review into administrative licenses and has a positive effect on promoting the healthy development of the platform's economy. The platform economy is a new way of productivity organization in the digital age. At present, online audiovisual has become a popular business in my country's Internet field and an indispensable part of the platform economy.

Data show that as of December 2021, the number of online video users in my country reached 975 million, accounting for 94.5%of the number of netizens; the industry scale reached 946.8 billion yuan, an increase of 30%year -on -year. The online audiovisual industry has gone through the extensive stage of barbaric growth and the bottleneck stage of innovation and weakness. It will gradually move to a healthy and orderly high -quality development stage in order to regulate development to win the future.

腾讯公司副总裁、腾讯在线视频首席执行官孙忠怀表示：“网络剧片发放行政许可是网络视听内容发展过程中的里程碑，为行业注入了更多的信心。作为视频平台，我们会携手行业，为The majority of users output more high -quality content. "

"The administrative license of the Internet drama is officially implemented, which has given new kinetic energy for the online audiovisual industry." Zheng Huaping, deputy general manager of mango super media, said, "For the audiovisual platform, with the administrative license of the Internet drama, not only can satisfy people not only satisfy people The growing spiritual and cultural needs can also allow more online audiovisual boutiques to release overseas, showing the soft power of Chinese culture. "

Xue Su, the person in charge of the two -dimensional plot and the second dimension, said that the management method of online drama issuance, including key network micro -drama, has changed from online filing to administrative license. It is a major event in the industry. On the one hand, it reflects the country's online drama. The management of the film attaches more importance, and the development of the industry will be more standardized; on the other hand, it will also help the protection of the right to rights and interests of the right holder, and industry innovation will be greatly stimulated and released.

Forced the content creation of the content

After the online drama has a special issuance license, does it mean different standards have emerged? TV commentator He Tianping analyzes that this does not mean that online audiovisual content and traditional film and television works follow different film and television standards, but they are distinguished in the type. He said that the implementation of the "webmark" is more considering the characteristics of online audiovisual content, and "types of type and specialized content must have a special regulatory system." At the same time, it should also be seen that the new measure of "webmark" puts forward higher requirements for creative production quality. "'Content is Wang' is always the iron law of the development of the Internet audiovisual industry. Quality content is the foundation, development of development, and prosperity of the platforms of the entire media era. A kind of forced development of the quality development of the online audiovisual industry. "The relevant person in charge of the China Television Art Committee said.

In recent years, the rapid development of online audiovisual literature and art represented by online film and television dramas, a large number of outstanding online film and television works such as "Fields in Hope", "Promise" and "Huang Wenxiu" have won good social and economic benefits. The mainstream theme is increasingly valued by the competent authorities and creators. At the same time, for the more market -oriented theme, innovative perspective incision, refined production level, and internal social value and ideological connotation have become important criteria for judging whether it can stand out.

In May of this year, the State Administration of Radio and Television announced the excellent catalog of the excellent online audiovisual works of 2021. 96 works were selected, covering online dramas (including micro -short dramas), online movies, online variety shows, online documentary, and online animation Various online audiovisual programs such as films, short video, online live programs, online audio programs, online public welfare advertisements. Zhang Lina, vice president and editor -in -chief of Youku, said: "In recent years, the online audiovisual industry, especially the Internet drama, has a rapid development, rapid development, excellent excellent works, and social influence continued to improve."

The emergence of "network marks" is a sign of the quality of online audiovisual content to some extent. Earlier, the online drama has been included in the selection of important awards in the domestic TV drama field such as the White Magnolia Award and Feitian Award, and competed with the traditional star drama. "Ice Breaking Action" won the Best China TV Drama Award for the White Magnolia Award, and "Twelve Hours of Chang'an" won the Golden Eagle Award Excellent TV Series Award. With the help of awards, online audiovisual works gradually entered the mainstream vision and showed the trend of high -quality development. From the view of He Tianping, the integration of Taiwan Net is the general trend. "In the context of the integration of the Taiwan network, the review and online drama of the Internet drama will be more standardized." (Reporter Liu Yang)

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