how can mainstream film and television media adapt to technological development and achieve systemic changes?
2024-10-01
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
□liu wenjia
with the development of the internet, new media and new applications such as short videos, weibo, wechat, and clients have increasingly become the main channels and platforms for information dissemination. whoever masters the channels and takes up fragmented time will occupy the mind and master the the dominance of public opinion has had a great impact on the mainstream media. mainstream media should take the initiative to study the development of next-generation technologies and adapt to technological changes in order to catch up with the trend of the times and realize the main force advancing to the main position.
at present, a new round of scientific and technological revolution is in the ascendant. new information technology is developing rapidly, which is constantly spawning various new formats, new applications, and new models in the cultural field, profoundly changing the way of cultural creation, production, communication and consumption, and profoundly reshaping the media form and public opinion ecology. and cultural formats, and profoundly promote the exchange, integration and confrontation of different cultures and values. the great rejuvenation of the chinese nation will inevitably require a significant increase in cultural communication and civilizational influence. traffic and effects are the fixed stars, and actual results speak for themselves. among the three relationships between orientation, content, and communication methods, the changes in communication methods brought about by traffic and internet thinking are particularly important. in the era of big data, data is the foundation and artificial intelligence is the empowerment. generative artificial intelligence is one of the most revolutionary and leading science and technologies at present, and will bring revolutionary changes to mainstream film and television media.
we are moving from the era of weak artificial intelligence to strong artificial intelligence. taking gpt as an example, gpt2 has 1.5 billion parameters, gpt3 has 175 billion parameters, and gpt4 under construction will have 100 billion parameters. the human brain has more than 14 billion brain cells, and each brain cell has more than 30,000 synapses. strong artificial intelligence means that machines will fully reach human intelligence. strong artificial intelligence is sometimes synonymous with "general artificial intelligence"; while weak artificial intelligence means that machines will reach human intelligence in some aspects - alphago is weak artificial intelligence. the representative of intelligence. according to the current law of technological evolution, mankind will usher in a major breakthrough in artificial intelligence in 2045. with the development of internet technology today, the era of ai generation is coming. in 2016, a 9-minute ai-scripted movie "spring" was born at the london science fiction film festival; in october 2021, netflix teamed up with comedian keaton patty to release the ai-scripted movie "yangchun" on youtube. mr. puzzle wants you to live less life"; google's ai video generation tool phenaki can generate a video of more than 2 minutes based on keywords of about 200 words. there are countless movies that use ai-assisted creation. the 2008 movie "benjamin's bizarre journey" used ai face generation technology, and the special effects team of the movie "the assassination of novelists" used a lot of cloud rendering and ai technology. . ai will be widely used in film script creation, film auxiliary production, text and audio and video content generation and other fields. currently, sora can generate 1-minute videos, and china's vidu can generate 16-second videos. with the development of technology, we will see there are more and more audio and video contents involving ai. domestic aigc is already on the eve of large-scale application: on the one hand, major internet companies such as baidu have launched image and text generation models such as "wen xin yi ge" and "wen xin yi yan"; on the other hand, many outstanding domestic aigc start-ups companies emerge in the market.
since 2014, a number of generative ai-related functions such as large-scale data retrieval processing, structured text writing, and summary generation have begun to be used in the news and information industry. for example, heliograf of the washington post, cyborg of bloomberg, kuaibi xiaoxin of xinhua news agency, xiaofeng of cover news, etc. the widespread application of artificial intelligence in news collection, production, distribution, reception, and feedback will reconstruct media integration. form of development. artificial intelligence can also be used as a "screenwriter" in variety shows, creating ideas based on guest characteristics, audience feedback, real-time dynamics, etc., to make the program more story-telling and enjoyable. in terms of video dissemination methods, ai's simple bayesian network, decision tree, neural network and other algorithms will help video websites establish manageable, controllable, and usable vertical large-scale models to further improve the arrival rate, influence and dissemination of videos. force. in the new media environment, market competition is also reflected in institutional competition. traditional radio and television have bottlenecks in the development of institutional mechanisms, coupled with aging concepts, they are at a disadvantage in industry penetration. in terms of data assets, traditional radio and television still have huge shortcomings in the development of high-definition and ultra-high-definition tv and network integration. low-quality data and data islands will form a data gap. radio and television media urgently need to move from assetization to digitization. only then can we move toward intelligence.
the application of ai is to help mainstream media use internet thinking to dominate resource allocation. the quantity and quality of content generated using ai have significantly improved, and the competition they face has become increasingly fierce. however, its technology can easily be used by unscrupulous non-mainstream media to earn traffic, etc. this is mainstream media, film and television works bring new challenges to clarify fallacies and build consensus. to this end, mainstream media must recruit more high-quality talents who understand both content and technology and actively participate in film and television production, thereby promoting the progress of the creative industry. at the same time, risk identification and supervision should be prioritized, and the establishment and improvement of multi-party governance mechanisms should be promoted to assist the construction of application standards in the industry. to this end, it is necessary to achieve systemic changes and, on the premise of technological empowerment, establish organizational leadership mechanisms, operational management mechanisms, incentive mechanisms, supervision mechanisms, etc. that adapt to the new situation. only in this way can systemic changes be carried out steadily and long-term. systemic change is an unavoidable topic for mainstream media in the future. change is inevitable. active change is better than passive change. only active change can win space.
