The distribution of domestic online dramas implements a licensing system, and online audio-visual works gradually enter the mainstream vision
A licensing system for the distribution of domestic online dramas
New Industry Updates on “Netmark”
core reading
In recent years, online audio-visual literature and art represented by online film and television dramas have developed rapidly. In the past, online dramas only displayed online record numbers. From June 1, a licensing system will be implemented for the distribution of domestic online dramas. The emergence of “web standard” has established stricter, more standardized and clearer industry standards in the field of online audio-visual, which will also promote the quality of online audio-visual content and promote the upgrading of the industry.
Recently, with the launch of the online drama “The Showdown” and the online movie “Leaves on the Golden Mountain”, the “Internet Label” – the distribution license for online dramas has entered the public eye. As the No. 001 online drama and online movie after using the “web logo”, the main feature of “The Showdown” and “Leaves on the Golden Mountain” has a vermilion title with the four characters of “Internet audio-visual” as the main body. The emergence of the “Internet Drama Distribution License”, which is called the “Internet Standard” in the industry, means that the online audio-visual business has been updated and iterated and entered a new stage.
Management is more standardized and standardized
According to the latest requirements of the State Administration of Radio, Film and Television, since June 1 this year, the administrative license “Internet Drama Distribution License”, which is commonly known in the industry as “Internet Label”, will be officially issued to online dramas. Before the film is released, a public release license “Dragon Label” must be obtained, and the distribution of TV series must be obtained by a domestic TV series distribution license. In the past, online dramas only displayed online record numbers. The emergence of “web label” fully shows that the management of online dramas by government departments is more standardized and standardized.
In the past, some online dramas were shoddy and left a bad impression on the audience. In recent years, relevant departments have continuously strengthened the management measures of Internet audio-visual content. In 2017, the former State Administration of Press, Publication, Radio, Film and Television issued a notice requiring online audio-visual programs and radio and television programs to “same standards and standards”; since February 2019, key online film and television dramas have been approved by supervisors, just like movies and TV dramas. Only the department’s audit has an online record number. Today, a licensing system is implemented for the distribution of domestic online dramas, and stricter, more standardized and clearer industry standards have been established in the field of online audio-visual, and a long-term mechanism has been established, which will help to further enhance the professionalization and standardization of online drama production and broadcasting. level, attracting more professional institutions and talents to flow to this field.
“By showing the ‘identity card’ and publishing the relevant legal conditions and legal procedures, the main body of the industry can not only clearly know ‘what cannot be done’, but also ‘what should be done’ and ‘how to do it will be better’, This shows the new thinking and new actions of the management department in leading the creation, serving the industry, and building consensus.” said a relevant expert from the China Television Arts Committee.
Promote the healthy and orderly development of the industry
“In recent years, online audio-visual programs have gradually moved towards high-quality products, and the online audio-visual industry has flourished. The management of online dramas has changed from the original registration system to the issuance of administrative licenses. The recognition and affirmation of the ingenuity of practitioners will inspire us to better shoulder the heavy responsibility entrusted by the times and continue to strengthen the creation of high-quality products.” said Gong Yu, founder and CEO of iQIYI.
People in the industry generally believe that the emergence of the “web label” is the country’s official inclusion of the review of domestic online dramas into the administrative licensing matters, which has a positive effect on promoting the healthy development of the platform economy. The platform economy is the new way of organizing productivity in the digital age. At present, online audio-visual 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 has reached 975 million, accounting for 94.5% of the number of netizens; the industry scale has reached 946.8 billion yuan, a year-on-year increase of 30%. The online audio-visual industry has gone through the extensive stage of brutal growth and the bottleneck stage of weak innovation, and will gradually move towards a healthy and orderly high-quality development stage.
Sun Zhonghuai, vice president of Tencent and CEO of Tencent Online Video, said: “The issuance of administrative licenses for online dramas is a milestone in the development of online audiovisual content, which has injected more confidence into the industry. As a video platform, we will join hands with the industry to provide The majority of users output more high-quality high-quality content.”
“The official implementation of the administrative license for online dramas has given new momentum to the prosperity of the online audio-visual industry.” Zheng Huaping, deputy general manager of Mango Supermedia, said, “For audio-visual platforms, the administrative license for online dramas can not only satisfy people’s needs The growing spiritual and cultural needs can also allow more online audio-visual boutiques to be distributed overseas, demonstrating the soft power of Chinese culture.”
Xue Su, the person in charge of Kuaishou Plot and Second Element, said that it is a major event in the industry to change the distribution management method of online dramas, including key online mini-dramas, from online filing to administrative licensing. More attention will be paid to film management, and the development of the industry will be more standardized; on the other hand, it will also help protect the legitimate rights and interests of rights holders, and industry innovation will be greatly stimulated and released.
Force content creation to be refined
After a special distribution license for online dramas, does it mean that there are different standards? TV commentator He Tianping analyzed that this does not mean that online audiovisual content and traditional film and television works follow different film and television standards, but only in terms of type. distinguish. He said that the implementation of the “web label” is more based on the characteristics of online audio-visual content, and “typed and specialized content should have a special supervision system”.
At the same time, it should be noted that the new measure of “web label” has put forward higher requirements for the quality of creation and production. “‘Content is king’ has always been the iron law for the development of the online audio-visual industry. High-quality content is the foundation, development and prosperity of all platforms in the all-media era. The birth of ‘web logo’, in a sense, is It is a kind of pushback to the high-quality development of the online audio-visual industry.” said the relevant person in charge of the China Television Arts Committee.
In recent years, online audio-visual literature and art represented by online film and television dramas have developed rapidly. A large number of excellent online film and television works such as “In the Field of Hope”, “Promise” and “Huang Wenxiu” have won good social and economic benefits. Mainstream themes are increasingly being valued by competent authorities and creators. At the same time, for the more market-oriented popular themes, innovative perspectives, refined production levels, internal social values, and ideological connotations have become important criteria for judging whether they can stand out.
In May of this year, the State Administration of Radio and Television announced the list of outstanding works for the selection of excellent online audio-visual works in 2021, and 96 works were selected, covering web dramas (including micro-shorts), web movies, web variety shows, web documentaries, web animations Films, short videos, live online programs, online audio programs, online public service advertisements and other forms of online audio-visual programs. Zhang Lina, vice president and editor-in-chief of Youku, said: “In recent years, the online audio-visual industry, especially online dramas, has been vigorous and developed rapidly, with excellent works constantly emerging, and social influence has continued to increase.”
The emergence of “web logo” is to some extent a sign of the quality of online audio-visual content. Previously, online dramas have been included in the selection of important domestic TV drama awards such as the Magnolia Award and the Feitian Award, competing with traditional star dramas on the same stage. “Icebreaker” won the Magnolia Award for Best Chinese TV Drama, and “Twelve Hours in Chang’an” won the Golden Eagle Award for Outstanding TV Drama. With the help of the awards, online audio-visual works have gradually entered the mainstream vision, showing a trend of high-quality development. In He Tianping’s view, the integration of Taiwan and the Internet is the general trend. “Under the background of the integration of Taiwan and the Internet, the review and launch system of online dramas will be more standardized.” (Reporter Liu Yang)