set sail again with the wind, create the future with dreams, and discuss the theme of online variety shows to seek new development
2024-09-03
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"still a seed, it must grow...", shi qintian used a song "mai mang" to awaken the infinite charm of early autumn in beijing, and also sang the voice of the times for the down-to-earth and vigorous development of online variety shows. on the afternoon of september 2, the theme seminar on online variety shows of the second beijing online audiovisual art conference was successfully held. the theme of this seminar was "ten years of variety shows, colorful art: online variety shows play the voice of the times". leaders of industry departments, experts and scholars, representatives of online audiovisual platforms, and program producers gathered together to discuss the future development of online variety shows.
high-quality value-driven, activating new trends among young people
in recent years, after long-term optimization and upgrading, online variety shows have gradually opened up a transformation path that pursues higher quality and efficiency. fan jie, deputy director of the network audiovisual program management department of the state administration of radio and television, said in his speech that the online audiovisual industry spreads contemporary chinese values, embodies the spirit of chinese culture, and reflects the aesthetic pursuits of the chinese people. it uses the power of the spirit to infect and inspire people. it tells chinese stories well, conveys china's voice, and displays the chinese spirit in a down-to-earth, steaming, networked, and textured program format, making online audio-visual a clear spring that nourishes the people's spiritual world.
at present, more and more works that adhere to the position of chinese culture and spread contemporary values have emerged, opening up a blue ocean market. wang zhi, member of the party leadership group and deputy director of the beijing municipal radio and television bureau, believes that online audio-visual should establish the concept and thinking of "big culture", promote the integration and development of online audio-visual with more related fields, stimulate "culture +" consumption, realize the two-way rush and sympathy between audio-visual and life, and make audio-visual an important creative force for economic and social development.
with its themes that are close to life and its flexible and varied forms, online variety shows are gradually building a new audio-visual space full of vitality and creativity. peng zhengyuan, the chief producer of youku video yuzi studio, believes that originality is the key to the success or failure of a production team. with a long-term perspective, they resonate with young audiences, maintain close contact with core fans, pay attention to trendy ideas, focus on cutting-edge trends, and listen to the voices of the public, so that online variety shows can become a good carrier for telling chinese stories.
zhao jing, head of tencent online video tianqin studio, shared that a good variety show has the mission of becoming a "mouthpiece" for the audience, saying what the audience wants to say and doing what the audience wants to do, so that the audience can find a positive outlet for their emotions and release those emotions in life that they cannot bear or are inconvenient to express. when various "selves" are projected into variety shows, it awakens not only a "sense of pleasure", but also the surprise and comfort of being truly understood and recognized.
integrating creative techniques to build a new variety show ecosystem of "culture and tourism +"
content innovation is the key to the development of online variety shows. in the fierce market competition, only by constantly introducing new ideas can we attract the audience's attention. chen wei, senior vice president of iqiyi, believes that it is necessary to open up the creators' wild and unconventional imagination and stimulate the imagination of every audience to resonate with them. creators must carefully carve characters and tell real stories with their lenses in a down-to-earth manner in order to create good content and good works.
guided by imagination, online variety shows have deeply explored special resources, vividly outlined the map of online variety shows, and formed a number of high-quality works closely integrated with culture, tourism, education and other fields. at the roundtable dialogue on "cross-border resonance: stimulating new vitality of variety shows integrating culture and tourism", fan zhou, dean of beijing jinghe cultural tourism development research institute and chief expert of the culture and tourism research base of the ministry of culture and tourism, suggested that high-quality online variety shows sink into the core of chinese culture to find creative treasures, and hoped that more creators would pay attention to the viewing needs of the elderly and produce more meaningful and valuable variety shows.
mei yi, a national first-class writer and historian, and the host of the "mei yi talks about heroes" series of cctv's "lecture room" said that online variety shows must be unexpected and lightweight, making them the source of promoting china's excellent traditional culture. zhang xiaolong, a professor, actor, and producer at the chinese academy of arts, also feels the same way. the online variety show format has a natural advantage in helping the fashionable expression of traditional culture. he hopes that young people will fall in love with and understand traditional culture. wang xiaonan, general manager of youku humanities of alibaba entertainment group, said that the integration of culture and tourism can give great inspiration to program creation, from the cultural and tourism expression of one province and one place to the gathering of sand into a tower, forming a group of stars created by multiple cities. yan min, a famous variety show producer and founder of wenmai culture, said that there is huge market potential for the integration of culture and tourism and online variety shows, and there is great potential for "culture and tourism + variety shows".
creativity optimizes thinking and creates a new model for the variety show industry in china
if online variety shows want to stand out in the fiercely competitive market, they must be guided by industrialization ideas while continuing to innovate and create excellence. zhang bizhen, president of blue sky (zhejiang) media group co., ltd., believes that the content, program model, communication method, and business model of online variety shows need to be constantly innovated. the online variety show industry urgently needs a systematic and professional talent training plan and mentoring mechanism to encourage more outstanding creative talents to produce new works.
in addition to cultivating talents, the production process of online variety shows also needs to be continuously optimized and upgraded. at the roundtable dialogue on "variety production model from the perspective of the entire industry chain", many platforms have stated that the variety industry must meet the dual needs of taste and reputation, and open up a two-way channel between audience needs and commercial needs. faced with the question of how to build a good variety show ecology, iqiyi vice president dong xuanyu said that it is necessary to closely unite production forces, gather high-quality resources, and create industry boutiques from the perspective of users and customers. miwei media co-founder and coo mou di said that any work is not simple and requires strong inner support and creative resources. the industry must use the creative ideas of "slowing down" and "using sincerity" to make the production process warm and powerful, so that the industrial chain can achieve sustainable development.
xie dikui, ceo of hunan xiyue culture media co., ltd., suggested that creators explore long-term ip and find a rich mine for variety show creation. zhao linlin, a variety show producer and founder and ceo of daqian pictures, explained the importance of building an efficient collaborative team based on the production process of variety shows. only by continuously optimizing the team structure and improving team efficiency can the quality of variety shows be improved. bo li, general manager of weibo's tv and internet business, detailed her experience of participating in online variety show projects for decades. she said that the integration of "production, broadcasting, publicity and marketing" has become a basic need for variety shows. from content to users, the online variety show industry is gradually building an all-round and multi-dimensional ecosystem.
responding to the call of the times and gathering great strength. standing at a new historical starting point, online variety shows have ushered in unprecedented opportunities for innovation. deepening content, broadening horizons, and integrating multiple aspects, more and more creators have taken the initiative to shoulder the mission of the new era, using good works to continuously promote localization and youthful expression, making online variety shows a new trend force in promoting the construction of a cultural power.
