The State Administration of Radio, Film and Television has officially issued an administrative license for online dramas, and the online broadcast of online dramas has an access threshold (Online China)
Recently, the State Administration of Radio and Television has officially issued administrative licenses to online dramas. When domestic key online dramas with various contents such as online dramas, online mini-dramas, online movies, and online cartoons are broadcast online, they will use a unified “Internet Drama”. web logo”. Experts believe that the new regulations set the entry threshold for the industry, which will accelerate the promotion of online film and television creation into the stage of intensive cultivation.
The rapid development of online audio-visual industry
Online dramas refer to film and television works that use mobile phones, tablet computers, computers and other network devices as the main broadcast medium and are first broadcast on the network platform or only broadcast on the network platform. With the innovation of network communication technology, China’s online audio-visual industry has developed rapidly. According to data released by Zhiyan Consulting in April this year, a total of 233 online dramas will be launched in China in 2021, accounting for 68.3% of the total number of dramas.
Among the huge domestic dramas, some online dramas stand out with wonderful plots, superb acting skills of actors and content that truly reflects real life. Among the top 50 dramas in the broadcast index in 2021, 30 will be online dramas. For example, “Anti-Black Storm”, which was adapted from real cases screened by the Central Political and Legal Affairs Commission and reflected the national special struggle to eradicate gangsterism and evil, ranks first in the China Broadcasting Index in 2021.
In May of this year, the “2021 National Excellent Online Audio-Visual Works Selection Event” hosted by the State Administration of Radio and Television officially released the review results. Many online dramas and networks such as “Huang Wenxiu”, “Our New Life” and “On the Field of Hope” Selected films. Among them, the online movie “Our New Life”, which was launched simultaneously on Tencent Video, Youku and iQiyi, focuses on the laughter and tears of little people and tells the story of the struggle of ordinary people in the new era to pursue a better life. The rural revitalization-themed online drama “In the Field of Hope” broadcast on Tencent Video has aroused heated discussions in the society and won a good reputation.
Let the “water injection drama” have no living space
In recent years, relevant review systems for online audio-visual works have been gradually established. The “Notice on Further Strengthening the Management of the Creation and Broadcasting of Online Audio-Visual Programs” issued in 2017 emphasized that online audio-visual programs and radio and television programs adhere to the same standards and scales, and ensure political, value, and aesthetic concerns. The “Notice on Further Strengthening the Production and Management of TV Dramas and Network Dramas” issued in 2020 advocates that the filming of network dramas should not exceed 40 episodes, and encourages the creation of short dramas with less than 30 episodes. It is stipulated that the “water injection drama” has no living space.
“Faced with the uneven development status of the industry, it is very necessary to formally issue administrative licenses for online dramas.” said Zhang Huigang, associate professor at the School of Journalism and Communication, Northwest University for Nationalities, due to the youthful, social and interactive nature of the Internet itself. Features, online dramas have a great impact on young audiences. Although a number of high-quality web dramas have appeared in China, there are still some web dramas that are not well-made and whose content is shoddy. For teenagers who have not yet formed a full cognitive ability, low-quality web dramas are easy to form wrong value guidance.
“With standards, we can regulate ourselves. We must think about how to choose themes, how to produce, and how to tell Chinese stories from the source.” Zhang Huigang said that the official issuance of administrative licenses for online dramas is conducive to the development of the online film and television industry. healthy operation.
Higher requirements for producers
The State Administration of Radio, Film and Television has officially issued administrative licenses to online dramas, setting an entry threshold for the industry, which will encourage the industry to continue to strengthen high-quality creations. Rongyan Chen, CEO and Chief Producer of Laike Media, believes that “content is king” has always been an important rule for the development of the online audio-visual industry. The issuance of “Internet Labels” can filter the speculative behavior of a group of non-professional film and television practitioners, purify the development space of the film and television industry, and attract more excellent production institutions and talents to join the creation of online audio-visual programs.
“For an excellent work, its script must be solid, and the content must be topical.” Young director Ma Shi believes that the creative team of online dramas should be responsible not only for the filmmaker, but also for the audience. A successful online drama will make the audience gain something after watching it, instead of feeling that precious time is wasted.
“Online movies and theater movies have achieved the same level of supervision.” Liu Xu, deputy general manager of Western Film Media and chief producer of Western Film Video, said that administrative licenses were officially issued to online dramas and broadcast platforms and films. The producers put forward higher requirements. Film and television institutions should put the social benefits of online audio-visual works in the first place, and insist on a positive theme expression.
Li Boyao
