"Network Label" forced the quality of the Internet drama to improve the quality

With the sound of the people's music, the seal engraved with the word "Internet audiovisual" is now on the color of Zhu Hong. This 5 -second "network label" will become the same opening scene when domestic key online drama such as online dramas, network micro -drama, online movies, and online cartoons will be launched. Starting from June 1 this year, the State Administration of Radio and Television has implemented a license system for the release of domestic online drama, which means that online audiovisuals have more standardized and stricter "era of permit".

In recent years, the influence of the online audiovisual industry has been prominent. While online drama has brought wonderful content to the audience, rich and diverse aesthetic pursuit, and positive value guidance, the program broadcasting is irregular, the content of vulgar and vulgar kiss, and culprit, and culprit. The chaos of pirated plagiarism and other industries still occur, and the calls of "the same standards below the Internet" and "online theater to develop towards fine development" have always existed. With the development of the online audiovisual industry, relevant state departments are constantly formulating, adjusting, and optimizing the management system and audit standards for online audiovisual works, and promoting the healthy development of the industry from top to bottom and the unique creation of online drama. The launch of the drama issuance permit is the new milestone in this process. The establishment of the "network label" system will promote the online platform program producers to have a stronger awareness of boutique production, a stronger sense of social responsibility and a stronger cultural mission, so that the network space has a better ecology and stronger culture Atmosphere.

The new policy has been effective, and the "webmark" works in various places are born

In May, after the "network label" was issued by the State Administration of Radio, Film and Television to obtain good social feedback, starting on June 1, the "Online Drama Release License" also began to be issued in various provinces.

Looking back at the early stage of the development of the Internet audiovisual industry, the management methods of the self -trial self -a broadcasting system have exposed many problems. Many online drama earns gimmick and traffic by playing "wipe balls". The cottage, the popularity, the IP, and even the rough systems are endless. Some of the works with empty content and calcium deficiency have brought adverse effects on the society. However, judging from the recent works that have obtained the "Online Drama Release License", both policy supervision and industry creative direction are encouraging the production of fine content, and the trend of fine creation has become increasingly apparent.

The work of obtaining Shandong Provincial "Network Label" No. 1 is a key online movie "Broken Card Storm" under the guidance of the Shandong Radio and Television Bureau. Li Guangchang, director of the Internet Audiovisual Program Management Office of the Shandong Radio and Television Bureau, introduced: "This online movie combines the current situation of national anti -network telecommunications fraud. At the same time, online movies use typical cases as materials. The work has obtained the 001 license number. "Shaanxi Provincial Radio and Television Bureau issued a license to the online movie" Yueer Yuan "," Internet Red Secretary "and the online drama" Sticky Human Club ". Among them, "Yue'er Yuan" is the first online movie in Shaanxi Province to obtain a "network label". By telling the story of the old artist Qin Baogen and the little grandson, it promoted the unyielding and non -genetic inheritance spirit of the shadow artist. On the same day, the online drama "Star Han" was permitted by the Shanghai Radio and Television Bureau, which was numbered "(Shanghai) Online Drama Trial (2022) No. 001".

You Haiyang, director of the Radio and Television Bureau of the Shanghai Radio and Television Bureau Radio and Television Bureau, said: "We actively support the incorporation of online film and television works into administrative approval and effectively do a good job of online and offline unified standards. The situation of the development of online film and television content requires this policy, whether it is improving quality or strengthening management. "

With the change of content supervision, the increase in supervision, and the industry's own transformation, adjustment and exploration and upgrading, the field of online audiovisual has gradually realized the leap from "barbaric growth" to "virtuous cycle". Unlike the enthusiasm and advocacy of "Data theory" and "only market theory" in the past, today's online audiovisual works have embarked on the rational stage of "heroes" with quality, reconciliation and quality: innovative perspective incision, refined ones, refined, refined The level of production level and internal social value and ideological connotation has become an important evaluation criteria. Under this change, "Broken Ice", "Changan Twelve hours", "Blood Blood Anonymous Sichuan", "Acting", "On the Fields of Hope", "Sailing: When the Wind", "Our New Life", "Chinese Flying Man" A number of outstanding works such as "Donkey on the Tree" comes out. These works have worked hard to present the changes in the times, reflect real life, describe the world of the world, express the taste of life, and pass on the goodness and kindness, persistence, confidence and hope of human nature to the audience It has enhanced the audience's aesthetics and leads the new style of society.

One stone arouses thousands of waves, and the industry is more confident in the creation of fineization

From long videos to short video, from theater to micro -short dramas, online audiovisual content is showing the fist. Try to use new content narrative, new expression of the content to achieve high -quality development and industrial innovation and upgrading. The launch of the "Online Drama Release License" not only expresses the recognition and affirmation of the majority of online audiovisual practitioners over the years, but also puts forward higher requirements for the self -standard consciousness and boutique creative consciousness of online culture practitioners.

After experiencing the "pain period" of the development of online drama, many creators have now jumped out of the suspension of "little sadness and joy around them", abandoning the impetuousness of follow -up and rude creation, rooting at the grassroots level, from the hot real life, from advanced culture, from advanced culture Looking for the source of living water and striving to write the classic in the new era. The first online drama "Dueling" to obtain the "Permit of the Internet Drama" focuses on reality. It tells the story of the youth police to explore the case and fight with the evil forces, and return the people to the people's purity and peace. With a high level; as the first "net label film", "The leaves on the golden mountain" focus on the "Baiye No. 1" tea seedlings to the five counties and five counties nationwide in Xilong Township, Anji County, Zhejiang Province to achieve common prosperity The real story releases a clear atmosphere of the times, the narrative rhythm is clear, and the comedy effect is significant. On the occasion of the 100th anniversary of the establishment of the Chinese Communist Youth League, the "Film Film" No. 003 "The name of Youth" is launched, telling the five youth stories that spans the century, leading the audience to look back at the passionate burning shallots, on the entire network, on the entire network A wave of praise of "Chinese youth". "'Network Label' is the industrialization and values ​​standard of online audiovisual products, which can make the quality of online film and television works more secure and avoid some crude products." Tian Yu, one of the producers of the online movie "The name of youth", said that "'Netbar" does not mean stress. Before the appearance of the "network label", the creative market was originally a survival of the fittest. Only superior high -quality products can survive in the market. In fact, it has always existed. "

Shi Xuexian, the producer of "The Leaf on the Jinshan" and the general manager of Hangzhou Jingcai Culture Media Co., Ltd., shared his views, "The implementation of the online drama issuance license system is a milestone. The witness and participants of a historical moment are glorious and responsible. We will continue to live in depth and take root in the people, and create more outstanding works worthy of the times and worthy of the people. "

The rapid development of the mobile Internet, the rapid popularization of smart terminals, and the widespread use of mobile 5G technology have made network audiovisual an indispensable part of the spiritual and cultural life of the people. An important way to spirit. From the perspective of the entire network audiovisual industry, with the promotion of "holding permits", online drama will better play the role of inheritance culture and external communication. More online audiovisual boutiques will go overseas, let Chinese stories "out of the circle", show the world to the world a credible, cute and respectable Chinese image, and show the soft power of the Chinese nation.

The curtain has been opened, and the Internet drama has moved towards the future with a high -quality development attitude

Standing on a new stage of historical development, in the face of the greater expectations of the people, the online audiovisual industry needs to open a new situation of creation in higher standards. From this perspective, the new regulations of the "filing number" replaced by the "license" not only further promoted the iterative upgrade of network audiovisual from the management level, but also reflected the industry's progress from the side, and responded to the people's call.

In fact, regardless of the online broadcast or Taiwan broadcast, the communication platform is indeed different, but the requirements for the quality of content are the laws of lasting. From the "same standard, the same scale" of online audiovisual programs and radio and television programs to the introduction of the "permit" system today, the field of online audiovisual fields is gradually establishing higher -standard industry standards, continuously improving its professionalism and standardization, and promoting boutiques creation.

"In recent years, the breadth, strength, and accuracy of the supervision of the Internet vision has been continuously strengthened. It has continued to emphasize the same orientation, the same standard, and the same scale of the Internet and the Internet. For the various aspects of the production, production and dissemination of online audiovisual content . "Zhu Chuanxin, a researcher at the Institute of Internet Audiovisual Research Institute of Communication University of China, said," The License of the Issuance of the Internet Film "is another solid measure for the fixed -board cockpit and escort of the online audiovisual industry. Network audiovisual content is upgraded along standardized, large -scale, and industrialized orbit, which is of great significance for optimizing the industrial structure of the network drama, improving the level of network audiovisual production, and building a comprehensive governance system for networking. "

The launch of the "Issuance License of the Drama" clarifies the direction of the next stage of online audiovisual content. Lu Fan, deputy director of the TV Research Center of Peking University, said: "The new policy environment puts forward higher requirements for online literary and artistic creation. It is also necessary to insist on the people -centered value orientation, focusing on the great practice of epic in the new era, for the times for the times Li Zhuan and Times Mingde, with a masterpiece that deeply reflects the changes in the times and depicts the people's spiritual maps, so that the film and television garden on the Internet is more beautiful and business. "At present, online audiovisual is already the spiritual and cultural life of the people. The indispensable part is an important part of the strategy of a cultural power. The creation of network audio -visual content should continue to give full play to the advantages of online drama, and achieve high -quality development while boosting confidence. With the comprehensive implementation of the "Issuance License of the Internet Drama", the production of high -quality online audiovisual content has been more institutionalized. We look forward to more boutique online drama films and traditional film and television dramas in the future, and the exhibition style will be promoted together. The upgrading of the film and television industry has further promoted the prosperity of socialist literature and art.

(Reporter Niu Meng Di)

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