With the announcement of the Magnolia Awards, the five-day 29th Shanghai TV Festival came to a successful conclusion. As the official partner and video cooperation platform of the Shanghai TV Festival, Tencent Video broadcast live and on-demand activities such as the award red carpet and the Magnolia Ceremony, Magnolia Judges Meeting, and Magnolia Official Forum during the Shanghai TV Festival, showing the industry event in a panoramic way. From June 24th to 28th, Tencent Video held a number of industry activities such as the 2024 Tencent Video Film and Television Annual Release, Tencent Video Account-sharing Drama Forum, and Tencent Video China Animation High-quality Development Seminar, and participated in a number of Magnolia Dialogue TV forums, showing Tencent Video's in-depth thinking and rich content to the industry.
1. The annual release of film and television is held
Demonstrate the transformation path of the TV drama business
On June 24, the 2024 Tencent Video Film and Television Annual Release of "Towards the Wilderness of the Future" was held in Shanghai, attended by Sun Zhonghuai, Vice President of Tencent and CEO of Tencent Online Video, and Wang Juan, Vice President of Tencent Online Video. At the meeting, Sun Zhonghuai delivered a speech entitled "Challenge Yourself, Continue to Change, and Create a Good Content Tomorrow", sharing a series of innovations of the Tencent Video TV drama team from cognitive transformation to organizational model and management mechanism reform, and put forward expectations for partnership. Sun Zhonghuai said that he hopes to promote the industry to move more towards the TO C cooperation model, so as to reward real professional creators, encourage platform producers and partners who are willing to walk together, and let long-term builders who truly love the industry get more generous rewards.
Since the beginning of this year, high-quality products have been released on the Tencent video platform, and many types of popular content such as "Flowers", "Walking with the Phoenix", "Celebrating More Than Years Season 2", "The Story of Roses" and so on have been continuously output, and many high-quality content has been widely loved by users. Wang Juan said that Tencent Video will increase the sustainable supply of big dramas in the dock department and insist on doing "difficult but correct things". At the same time, we will continue to play a good role as a service provider of the platform, strengthen the capacity building of the middle office team, continuously upgrade management and services, and create a win-win situation with partners. Not only that, the platform should continue to embrace artistic diversity, respect the independence of artists, and create high-quality works with the greatest sincerity. In addition, Tencent Video will also shake hands with new film and television technologies reasonably and scientifically, so that technology can empower creation.
At the meeting, Tencent Video announced the 2024 film and television annual film list, and more than 100 multi-category dramas in five major sectors made a surprise appearance, showing Tencent Video's rich, diverse, pioneering and innovative drama reserves, and highlighting the platform's direction of continuing to embrace diversity, respect art, and pursue high-quality products.
2. Whetstone concentric
Illuminate the sea of stars in the animation industry
During the Shanghai TV Festival, Tencent Video actively hosted the Animation Forum, mobilizing experts, scholars and industry professionals to conduct in-depth discussions on the new ecology and new pattern of the industry, jointly analyze the phenomenon, explore the essence, and make suggestions for the development of the industry.
On June 26, hosted by Tencent Video, "Forge Together, Pick the Stars!" The "Panoramic Perspective Animation Industry Ecology" seminar was unveiled at the "Magnolia Dialogue" TV forum, attended by a number of animation creators, scholars, industry representatives and platform representatives to discuss the new trend of animation content and industry development. Cui Chao, Deputy General Manager of Tencent's Online Video Platform Operations Department, Zhu Chenghua, Chief Operating Officer of Riot Games China, Ma Chencheng, President of Shanghai Media Performing Arts (Group) Co., Ltd., and Wei Dong, Chief Financial Officer of Haw Wow Entertainment, attended the seminar and participated in the production and launch ceremony of the immersive music show "League of Legends: Battle of Two Cities", witnessing the diversified exploration of world-class IP and the strong alliance of top teams at home and abroad. In his opening speech, Cui Chao said that with the integration of art and technology and the multiple imaginations brought about by the continuous expansion of IP, the animation industry is bound to show more far-reaching value along with the changes in art, technology and business prospects, and Tencent Video will always be committed to exploring the infinite possibilities of the animation industry.
Shen Leping, Chairman of Xuanji Technology Co., Ltd., Deng Zhiwei, CEO of Color Pencil Animation and Animation Director of "Dart Man", Guan Minbo, Producer of the Ink Animation Film "Impala Flight" of Shanghai Fine Arts Film Studio, Dr. Rao Anyi, Postdoctoral Researcher at Stanford University, Shang Linlin, Executive President of Huaqiang Fantawild Culture Technology Group and Chairman of Huaqiang Fantawild (Shenzhen) Animation Co., Ltd., Connor Doyle, Chief Creator of the "League of Legends: Battle of Two Cities" Immersive Music Show, Annip (Shanghai) Culture and Art Co., Ltd. Jin Shantianqi, Director of Aniplex (Shanghai) Ltd., also shared keynote speeches on two topics: "Symbiosis of Content and Technology, Going to the Wilderness of Animation Creation" and "Diversified Animation IP Creates New Quality Productivity in the Industry".
3. Kick off a new chapter
Go to the account-sharing drama to prosper the future
In order to deeply discuss the innovative development and trend of account-sharing dramas, Tencent Video held the "Opening a New Chapter, Going to the Future Together" Tencent Video Account-sharing Drama Forum on the 25th. At the forum, Wang Juan, Vice President of Tencent Online Video, delivered a keynote speech, and Li La, Deputy General Manager of Tencent Online Video's Film and Television Content Production Department, shared the theme. Zhu Dianjun, Editor-in-Chief and Vice President of Public Policy of Tencent Group, and Sun Hongzhi, Director of Tencent Online Video TV Drama Operations, attended the forum, and Cao Rui, head of Galaxy Studio, Tencent Online Video Film and Television Content Production Department, presided over the forum.
Wang Juan said in her speech that Tencent Video will grow together with the industry, and continuously upgrade the policy rules and production mode of high-quality content of account-sharing dramas, the talent incubation and flow mechanism, and the full-link support system of the platform team. Starting with the end in mind, creating a win-win situation, we have more possibilities in content creation, and look forward to exploring new opportunities for sustainable prosperity and sustainable development in the market of account-sharing dramas and high-quality micro-short dramas.
At the meeting, Li La released the newly upgraded Tencent Video online drama account sharing rules, hoping to provide a benign ecology for the creation of good content through better policies, better operation and marketing systems, and more comprehensive platform support. Focusing on the latest trend insights of the account-sharing drama market, she shared the platform's "three good" empowerment thoughts on how to help account-sharing dramas achieve profitability from three dimensions: good content is the lifeline, pay more attention to marketing, and good materials get twice the result with half the effort.
In the interactive session, Sun Hongzhi answered questions raised by the guests and analyzed the policy advantages and platform advantages of Tencent Video. He pointed out that Tencent Video leads the industry in terms of user volume and membership volume, with diverse users and high platform loyalty, which can ensure the broadcast effect of the project to the greatest extent. Cao Rui said that as a C-end content product, account-sharing dramas are indispensable in all aspects of script, production, marketing, and operation, and must strive for excellence. The completion of an episode means that the conversation with the user has just begun; The ending of a drama also requires the precipitation and review of experience, so as to open up better ideas for the next drama.
In the main creator sharing session, Gu Hao, producer and founder of Little Blacksmith Film and Television of "Sweet Trap", Peng Zhe, producer and chief producer of "The Big Lady" and founder of Yixin Media, Wang Deliang, founder of Lexiang Pictures, producer and producer of "Silent at the Moment", Zhao Yi, president of China Television Entertainment, Zong Nan, chief producer of "Writing" and founder of Haoyuan Culture, Wang Chuanlin, director of "My Name is Bai Xiaofei", Zhang Ao, director of "Boundless Wind and Moon", and other main creators talked about the creation of account-sharing dramas. At the forum, the original author of "Seize the Marriage" and the signed writer of Seven Cats Chinese Network Februarychun, and the original author of "Beauty Mou" and the signed writer of Qiaonan Chinese Network Zhao Mianmian also shared the theme as representatives of IP authors.
4. Participate in the "Magnolia Dialogue" TV forum
Jointly promote the high-quality development of the industry
At the opening forum of the Magnolia Dialogue on "Image Leading, Cultural and Tourism Integration", Zhang Heng, deputy general manager of Tencent Online Video's film and television content production department and editor-in-chief of Tencent Video, said that we now require "people-centered", and creators must always have the people in their hearts, tell stories that people can understand, stories around people, stories that people empathize with, and stories that people like. In a word, tell the story of the people to the people. Tencent Video's "Flowers" at the beginning of the year, brought out the concept of "film and television + cultural tourism" from this drama, no matter how much innovation and combination there is in the later stage, the core of this concept is to create high-quality content. Only by creating high-quality content like "Flowers" can we bring this kind of penetration to other industries. Works are the last word, we must not forget the original intention, create high-quality products.
At the Audiovisual Culture Trend Forum, Xu Qing, head of Tianqing Studio, Tencent's online video program content production department, and Zhu Lingqing, an expert from Eureka Studio, Tencent's online video program content production department, shared their thoughts on program creation on "Heartwarming Offer" and "Thirteen Invitations" respectively. Xu Qing said that what "Heartwarming Offer Season 5 Season 5" did well was that the first choice was the right person, and the people everyone wanted to watch and had different backgrounds; Second, the program can "get out of the circle" because it aims at the social hotspot of young people's employment, and at the same time, it does not turn this problem into a depressing problem, but uses a down-to-earth and documentary way to find the original intention of the show. Zhu Lingqing believes that if "Thirteen Invitations" is a bit special, it is a program with language as the core. What "Thirteen Invitations" wants to introduce and give is the way of life and life motivation of various people, the show expects you not to live according to these people, but you can apply their living methods or motivation to your own life and live your own life, because every individual has great power.
In the roundtable session of "Wind Direction and Direction, Prospect of the Development Trend of the Micro Short Drama Industry" at the Shanghai Micro Short Drama Conference, Cao Rui, head of Galaxy Studio, head of Tencent's online video film and television content production department, said that now both platforms and institutions have given the entire industry a very open, open and sustainable development policy. It is precisely because of these policies that we creators can carry out production with peace of mind, and the entire industry can have sustainable development. In terms of consumption trends, we see that more and more people are beginning to pay attention to micro-short dramas, and the consumption data is getting bigger and bigger, constituting the overall market of the entire industry. In the micro-short drama industry, people from various industries will come in, including marketing, training, and forums, which will make the entire industrial chain more perfect, and all people in the industry can have a good business return.
At the roundtable of the "Sharing of Trends in International Dissemination and Cooperation of TV Content" at the International Festival, Exhibition and Audiovisual Content Cooperation Forum, Xiang Juan, head of Tencent Video's overseas business center, said that in the overseas market, more and more Chinese TV drama genres are favored by overseas users. However, the most popular themes are still ancient costumes and urban romances, and related works are successful overseas every year. In addition to traditional dramas, variety shows have also become the main force of "going to sea". This year, we produced and broadcast "Creation Camp Asia", which promoted China's mature IP overseas and created an Asian variety show. The show not only achieved unprecedented broadcast data and commercial returns, but also successfully launched its own girl group. In terms of promotion, we have built an industry-leading social media matrix with more than 100 million followers worldwide. This is one of the most important means for us to promote our content.
At the Cultural Mission and Mutual Learning of Civilizations in the New Era Documentary-High-quality Development Forum of Documentaries, Zhu Lexian, Head of Obsidian Studio, Content Production Department of Tencent's Online Video Program, had an in-depth discussion with a number of guests on how to co-produce documentaries and explore Chinese themes loved by international audiences in a roundtable session with the theme of "Chinese Stories, International Expression, and Mutual Learning of Civilizations".
5. Magnolia blooms brightly
Tencent Video's 6 production and broadcast masterpieces won 10 awards
As China's first international television festival, the Shanghai TV Festival continues to promote the emergence of high-quality products and talents in China's television industry through the selection of Magnolia Awards. The Magnolia Award at the 29th Shanghai TV Festival has collected nearly 1,000 works, the highest in the past five film collection cycles. This year's Magnolia Awards, driven by the strategy of art and technology, Tencent Video's 6 masterpieces won a total of 10 awards.
In the much-watched Chinese TV drama unit, the period drama "Flowers", adapted from the award-winning work of Mao Dun Literature Award, won the best Chinese TV series. The main creator of "Flowers" also won a number of honors, actor Hu Ge won the best actor, Qin Wen won the best screenplay (adaptation), Bao Dexi, Chen Cheng, Jin Chenyu won the best cinematography, and Tu Nan won the best art. In addition, the sci-fi drama "Three-Body Problem" won the International Communication Award; director Xin Shuang won the best director for "The Long Season"; actor Ning Li won Best Supporting Actor for "Under the Busy City"; The variety show "China Wisdom China Tour" won the special award of the organizing committee; The documentary "Why China" won the best documentary series.
In the selection of the Magnolia Awards, 18 Tencent Video production and broadcasting works, including "The Glory of the Fathers", "Asking the Heart", "The Years of the Great River", "Sauvignon Blanc Season 1", "Huanyan", "Hometown, Don't Come to Harm", "Dart Man", "Heartwarming Offer Season 5", etc., received a total of 36 nominations. The shortlisting and award-winning of Tencent Video's production and broadcasting works and creators is an affirmation and encouragement for the creation of high-quality content, as well as a high recognition of the creative ability and professional attitude of Tencent Video and its industry partners. These excellent works that are both contemporary, artistic and innovative will continue to cause infinite repercussions and inspire the industry to move towards a blooming tomorrow.
As a leading online video platform, Tencent Video has been deeply involved in the construction of the online audiovisual industry for a long time, and has continuously strengthened the role of mainstream platforms in supporting and driving the upward development of the industry. Over the years, Tencent Video has actively participated in industry events and continued to deepen two-way interaction and communication with the industry. During this year's TV Festival, Tencent Video's sharing of new thinking and strategies, as well as the release of new content and policies, demonstrated the strong self-innovation ability and future development vitality of the TV industry. In the future, Tencent Video will firmly adhere to the strategy driven by art and technology, promote the high-quality development of the industry with more practical actions, and continue to build a beautiful platform with beautiful content.