Viewing the Five Trends of Development of Audiovisual Video in China


On the morning of yesterday (December 15), Wang Dongming, secretary of the Sichuan Provincial Party Committee, and Wei Hong, deputy secretary of the provincial party committee, met with the attendees of the Second China Network Audiovisual Conference (by the State Administration of Press, Publication, Radio, Film and Television, the National Internet Information Office, Director of the State Administration of Press, Publication, Radio, Film and Television, Cai Chaochao, and Deputy Commissioner Tian Jin, etc., sponsored by the Sichuan Provincial People's Government and hosted by the China Network Audiovisual Program Service Association. At the meeting, the Chief Minister Cai Zhaochao said that to achieve a healthy and orderly development of new media on the Internet, joint efforts from party committee governments at all levels and the Internet industry must be in place.
　　
Pictured: Cai Zhaozhao, Director General of the State Administration of Press, Publication, Radio, Film and Television

Later, in the keynote speech of the conference, Secretary Cai Chaochao pointed out that the scale and market scale of online video users in China have maintained a sustained and rapid growth. The quality of audiovisual content on the Internet has been continuously improved, and the order of audiovisual transmission on the Internet has been further standardized. Consciousness has obviously increased.

Cai Chaochao emphasized that in order to grasp the strategic opportunities of the network audiovisual industry and accelerate the speed of healthy development, it is necessary to focus on strengthening the five aspects of “grasping orientation, improving quality, reinventing innovation, ensuring safety, and strengthening the rule of law”:

First, grasp the guide. All networked audio-visual institutions and practitioners should enhance their awareness of leadership and responsibility, adhere to the principle of unity, stability, and encouragement, and advocate positive propaganda, vigorously disseminate and practice the core values, sing the main melody, and spread positive energy, in order to realize the greatness of the Chinese nation. The revival of China's dream has created a good atmosphere, truly making the development of network audio and video a new platform for the dissemination of advanced socialist culture.

Second, mention quality. To develop the network audiovisual industry, we must insist on content-based development. It is necessary to strengthen the people-centered creative orientation, melt the Chinese spirit, inherit the fine traditional Chinese culture, display truth, goodness, beauty, and disparaging ugliness and strive to tell Chinese stories well.

Third, re-innovation. To develop new media and promote the integration of traditional media and emerging media, we must always regard innovation as a top priority. We must speed up the construction of a number of new-type mainstream media with various forms, advanced methods, and competitive capabilities in all-round innovation. A new type of media group with strong power and influence of public trust. To achieve innovative ideas, innovative technology applications, innovative services and innovative institutional mechanisms.

Fourth, security. Security is the lifeline of the Internet audiovisual industry. At all times, security must be placed at the highest level. The network audio-visual institutions must establish and improve the program content review process in accordance with the principle of “who shall be responsible for who is responsible for the network”, insist on pre-approval and post-cast, strictly monitor the broadcast clearance, and ensure the security of content, broadcast, technology and application.

Fifth, strengthen the rule of law. We must adhere to development with one hand and management with one hand, and conduct scientific and effective management of traditional media and emerging media, online and offline, and with different products and formats, to ensure that the dissemination of information for the masses follows a unified orientation and content standards.

Starting from the five major speech points made by the director of Cai Dao’s visit to the DPRK, combined with the international and domestic development of network audiovisual development, the domestic network audiovisual will have the following five major development trends:

Trend 1:
Networking can be easily trans-regional, cross-border, and cross-border through the Internet/mobile Internet. However, the content of network audio and video must not be flooded. It must ensure its political benefits (involving national security, network information security, and cultural security) and social benefits. (Adhere to the principle of solidarity, stability, and positive propaganda, vigorously disseminate and practice the core values, sing the main melody, and spread positive energy, to create a good atmosphere for realizing the Chinese dream of a great rejuvenation of the Chinese nation, and truly enable the development of network audiovisual to become a disseminating society a new platform for advanced cultural new frontiers. In terms of building audiovisual content on the Internet, we must strengthen the people-centered creative orientation, melt the Chinese spirit, inherit the fine traditional Chinese culture, demonstrate truth, goodness, beauty, and disparaging ugliness and strive to tell Chinese stories well.) premise.

Trend 2:
The domestic network audiovisual system environment will be more perfect. The level of special Internet laws and regulations will be enhanced, the effectiveness of relevant laws and regulations will be further increased, and the crackdown on various violations will be more effective. The extension of the traditional industry laws and regulations to the Internet has been markedly accelerated, the system has converged more rigorously, and the fair competition environment has become more friendly. The supporting policies for the integration and development of traditional media and new media have been gradually improved, and support has gradually increased.

Trend 3:
The development of network audiovisual integration will be deeper. Affected by policies and the lack of growth in traditional media, the integration process of radio and television media and the Internet will accelerate, the convergent development model will gradually take shape, and the effectiveness of the network broadcast television station will be brought into play. The right to speak in the development of new media has gradually increased. A series of innovations focusing on the improvement of the quality of content, channel expansion, and industrial extension of radio and television programs will become the highlights of the convergence development. Carry out idea innovation, technological application innovation, service innovation and institutional innovation, accelerate the construction of a number of new-type mainstream media with various forms, advanced methods, and competitiveness in all-round innovation, and strive to build several strong and powerful publicity and credibility Influential new media group.

Trend 4:
The network audiovisual market is even larger. The scale of the network audiovisual market will continue to grow at a rapid rate. The value of online audiovisual advertising will be further extended, and the transfer rate of online video from the PC to the mobile terminal will be accelerated. The scale of IP TV users and market value have steadily increased. Internet TV users form a scale, and the profit model has gradually matured. The scale of the mobile TV market continues to grow, and the boundaries between mobile TV and mobile Internet audiovisual program services tend to be blurred. Market integration efforts have further increased, and the impact of capital on the market has become more pronounced.

Trend 5:
"Technological innovation" will always be the core driving force for the development of OTTTV/Internet TV. In the foreseeable future, all aspects of program production and transmission will be universally realized. The source coding efficiency of video will be further improved, and different OTT TV/Internet TV applications will be adapted through a scalable coding structure. In addition, the basic network (Internet/mobile Internet) will be further broadened, mobilized, and ubiquitous. In addition, audio-visual terminal devices will be further intelligent, not only working collaboratively with each other, but will also have more human-friendly human-computer interaction interfaces. Through universal application of big data analysis and awareness technology, video content will be delivered to users intelligently, in real time, dynamically, and automatically.

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