
The 9th China Network Audio-visual Conference held more than 40 high-quality forums, exhibitions, conferences and other activities, and invited more than 300 guests from related fields to give speeches and share them, with 5,000 industry guests attending.
June 3, 2021 — On the 5th, the 9th China Internet Audio-visual Conference was held in Chengdu. As a national event with the largest scale and the highest specification in China’s network audio-visual industry, the conference further deepened the discussion on the theme of high-quality innovative development of network audio-visual, and released a number of important industry signals, which aroused widespread concern and heated discussion.
The conference was hosted by the State Administration of Radio and Television and the Sichuan Provincial People’s Government, with the Central Network Information Office as the guiding unit, and undertaken by the China Network Audiovisual Program Service Association and the Chengdu Municipal People’s Government. With the theme of "A New Journey of Seeing and Hearing", the conference held more than 40 high-quality forums, exhibitions, conferences and other activities. The online conference interacted with the offline conference synchronously, and invited more than 300 guests from related fields to give speeches and share, with 5,000 guests from the industry.
In addition, in order to continue to play the role of the "wind vane" of the conference, the ninth China Internet Audio-visual Conference also innovatively designed a number of "firsts" — — For the first time, a short video live broadcast day was set up, an international communication summit was held for the first time, and a high-tech audio-visual technology experience exhibition was set up for the first time.
Focus on the main theme and celebrate the centenary of the founding of the party
The 9th China Internet Audio-visual Conference highlighted the study and education of Party history and the design of excellent online audio-visual works to celebrate the centenary of the founding of the Communist Party of China (CPC), and planned rich theme activities such as "Exhibition of Excellent Programs to Celebrate the Centenary of the Founding of the Communist Party of China (CPC)" and "Release of Excellent Short Video Works with Hundred Years of Wonderful Short Video", which were promoted simultaneously online and offline in the form of pictures, videos, audio and interactive experiences, profoundly showing the glorious course and great achievements of the Party’s century-long struggle, and the achievements of excellent online audio-visual programs and the style of party building in the audio-visual industry.
In the online part of the boutique program exhibition, a network audio-visual boutique program exhibition area celebrating the centenary of the founding of the Party was opened in the cloud exhibition hall of official website and official website applet, and it was exhibited in the form of "graphic +3D renderings"; The offline part is also splendid, and the booth is organized and set up, which is divided into five major areas, such as online movies (online dramas, online movies, online animations), online variety shows, online documentaries, short videos and online audio programs. It is organized and set up by China Network Audiovisual Program Service Association, and displayed in the form of graphic posters, videos, AI smart devices, etc., with an endless stream of visitors.

In the "Works", a number of outstanding works with China characteristics, China spirit and China’s creation present the Communist Party of China (CPC)’s great achievements in economic construction, political construction, cultural construction, social construction and ecological civilization construction in the past 100 years. Among them, the documentary "A Hundred Years of Making Steel: the Communist Party of China (CPC)", "Eleven Books" to Witness the Initial Heart and Mission, and the film and television drama "Ideal Shines on China" directed by the State Administration of Radio, Film and Television have aroused enthusiastic response. Up to now, the total broadcast volume has exceeded 2.07 billion times, 250 million times and 170 million times respectively.
At the same time, Chengdu has specially planned a series of activities to create an urban atmosphere of "Celebrating the Centennial Birthday and Audiovisual Bright Future", and set up 100 atmosphere punching points in Chengdu to create a strong atmosphere for all people to participate in celebrating the Centennial Birthday and create a great historical cause, making this conference an important platform to focus on the main theme propaganda, focus on the center and serve the overall situation.
Standing at the historical key node of the centenary of the founding of the Party, major media platforms have also concentrated their resources, carefully organized and planned, actively laid out the main theme content, and solidly promoted the theme propaganda work.
According to Peng Jianming, member of the editorial board of the Central Radio and Television General Station and general manager of the General Manager’s Office, the works of the General Station to celebrate the centenary of the founding of the Party are closely related to the main theme, focusing on "networking" and "youthfulness". For example, CCTV News launched works such as "They were young at that time", "Their love at that time" and "Their friendship at that time", which vividly showed the struggle spirit of the Communist Party of China (CPC) people from the small incision of life, emotion and thought that contemporary young people felt the same. The innovative media products such as Red Map, Watching the Red Boat with Billions of Pixels in a Hundred Years after the Founding of the Party, Watching China by Bus, and C Major released by CCTV, etc., broke the time-space boundary and triggered hundreds of millions of netizens to visit exhibitions and punch cards in the cloud.
In order to welcome the centenary of the founding of the Party, Tencent Video has reserved many kinds of fine content, such as "Seeing Words as Face, Beginning Season", "First-class Response" and "Ebola Frontline". In addition to the explosive drama The Awakeing Age, Youku also launched hit dramas such as "Trumpet in Place" and "Tour Prosecutor Group"; Iqiyi has released realistic dramas such as Ideal City, Ace Force and Life Home.
Short video is developing rapidly.
On June 2nd, China Network Audiovisual Program Service Association took the lead in publishing the Research Report on Network Audiovisual Development in China in 2021 (hereinafter referred to as the Report). According to the Report, as of December 2020, the number of online audio-visual users in China reached 944 million, and the number of short video users reached 873 million. Moreover, the growth of users of short videos is the most obvious, from 817 million in June 2020 to 873 million in December 2020 in just half a year.

At the press conference, Zhou Jie, Deputy Secretary-General of China Network Audiovisual Program Service Association, made a further interpretation of the Report. He said that short videos not only have the fastest growth, but also continue to grab users’ attention. 53.5% of users watch short videos every day, and compared with comprehensive videos, short videos have the highest user loyalty. "Not long ago, the average daily usage time of short videos increased again, reaching 125 minutes as of March this year, surpassing instant messaging and becoming the network application with the longest daily usage time per capita."
Behind the increasingly vigorous development of short video, the war between long and short video platforms is imminent, especially the copyright issues arising from editing, cutting, handling, dissemination and re-creation of film and television works have become the focus.
"New Video" Helps Rural Revitalization
In recent years, under the background of "internet plus", the fields of "agriculture, rural areas and farmers" have been rapidly combined with e-commerce, live broadcast and short video, and these "new video" forms have also played a very good role in boosting rural revitalization. This was reflected in the 2021 "New Video Night" of the 9th China Network Audiovisual Conference and the annual sharing meeting of short video creators.
At the sharing meeting, a group of short video creators from the countryside made a collective appearance, and many wooden figures, Xiaoying couples, and the No.1 note children’s choir of Xidewar School in Liangshan Prefecture performed at the scene. Many bloggers also brought their hometown specialties and shared their stories. Through short videos or live broadcasts, some of them can make rice noodles and mangoes hidden in the mountains in the past more tasted by "foodies" everywhere; Some make paper-making, clay sculpture, bamboo weaving and other crafts get public attention again; Others show the natural beauty of various places and call on more people to join the team of environmental protection.
Among them, Liu Hong, director of the Cultural Tourism Bureau of Ganzi Prefecture, dressed in national costumes, directly turned into a recommender and invited netizens to enjoy the beautiful scenery in Ganzi Prefecture. "We have blue sky and green mountains in Ganzi, and invite everyone to visit Ganzi." According to Liu Hong, Ganzi received 31 million tourists last year. This year, they set a "small goal", hoping to exceed 35 million.

Zheng Hongjie, a "craftsman", Peng Xiaoying and Fan Deduo, a couple of Wenzhou farmers, Zhang Fei, the first secretary of poverty alleviation in Ganjiagou Village, Laoying Township, Xiaojin County, Aba Prefecture, Lu Weijian, a guardian of ancient paper, and Wu Zhaoguo, a young entrepreneur born after 1985, were also named as "stars of strength" at the sharing meeting in recognition of their outstanding contributions in rural revitalization and inheritance of intangible culture.

In order to better display the audio-visual value delivered as a "short video+live broadcast" platform, Aauto Quicker set up a number of booths at the conference. Among them, two documentaries of Aauto Quicker users’ stories, The Flower Fairy on the Little Four Wheels and Out of the Black Eye Bay, reflected the magnificent historical picture of China’s land winning the battle against poverty at the work exhibition celebrating the 100th anniversary of the founding of the Communist Party of China (CPC).
In addition, at the short video and live broadcast industry summit forum, Cao World Expo, general manager of Aauto Quicker Science and Technology Business Revenue Management Center, proposed that the future business model will be transformed into a model with trust economy as the core. He believes that the short video platform should provide a series of commercial solutions such as traffic reach, business precipitation and infrastructure capacity of middle Taiwan, so as to realize the trust economy model, and take into account the comprehensive interests of creators, merchants, brands and user experience, taking into account experience and revenue. This will undoubtedly help to ensure the continuous income of creators.
Strengthen international communication and tell the story of China well.
The Internet Audio-visual International Communication Forum hosted by the International Cooperation Department of the State Administration of Radio, Film and Television and hosted by Mango TV was held on the afternoon of June 3, which was the first time that an activity with the theme of international communication was presented at the Internet Audio-visual Conference. At the forum, representatives from online audio-visual platforms, overseas promotion agencies, intelligent terminal enterprises and industry experts conducted in-depth discussions on how to do a good job in international communication of online audio-visual under the background of deep media integration.
At the event site, the launching ceremony of the first International Short Video online celebrity Competition, an international communication series of "A Hundred Years of Beautiful Life", was held.
In his speech, Yan Chengsheng, Director of the International Cooperation Department of the State Administration of Radio, Film and Television, said that by planning and implementing the series of activities of "A Hundred Years of Beautiful Life", the State Administration invited Chinese and foreign netizens to tell the story of China’s common pursuit of dreams with people all over the world by using the carrier of new media in the form of short videos, so as to record the beautiful life and convey the strong voice of the times. Facing the new situation and challenges, we should deeply understand the structural changes of international audience and international market, promote the creative transformation and innovative development of political, economic, technological and cultural advantages to international communication advantages, and find the resonance between China and the world through audio-visual works with quality, temperature and emotion.
Miao Zhihong, Party Secretary and Director of Jiangsu Radio, Film and Television Bureau, said that with the care and support of the International Department, Network Department and China Network Audiovisual Program Service Association of the General Administration of Radio, Film and Television, Jiangsu Bureau will further improve its political position, base itself on an international perspective, strengthen cooperation and coordination, actively coordinate resources, and jointly run the event well with characteristics and achieve results. At the same time, we will also take this event as an opportunity to adhere to the mission of the new era of radio and television, uphold the innovative genes in the network era, and make all-round efforts in the main body of the network audio-visual market, service platform, industrial base, and talent team construction, and strive to empower international communication with the high-quality development of network audio-visual.
In the next keynote speech on "International Communication Mode of New Media", Zhang Yan, deputy director of the Propaganda Department of Hunan Provincial Party Committee, secretary of the Party Group and director of the Provincial Radio and Television Bureau, stressed that strengthening the construction of international communication capacity, telling the Hunan chapter of China story well and promoting Chinese culture to go abroad are related to the promotion of Hunan’s cultural soft power, which is a systematic project with strong policy, strong professionalism and wide coverage. First, we should take on the mission in firm cultural self-confidence and contribute to Hunan’s strength; Second, we should tell the story of China well in the world language and speed up the pace of "going out"; The third is to promote Huxiang culture to the international community and be a cultural pioneer of the "Belt and Road".
"IP resources are the embodiment of the country’s soft power." Zhou Kui, an associate professor in the Department of Journalism and Communication of China Communication University, said that in the era of mass communication, there are many strong IPs in China. For example, when it comes to China Kung Fu, foreign audiences will think that although these IPs are still strong, China needs more international IPs of this magnitude after entering the new era of network audio-visual.
Lin Luhua, Chairman of Yawen Communication Group, believes that it is not easy to build a well-known China IP in the world. Lin Luhua said that among the top 100 IPs of YouTube, the world’s largest video site, there is no IP from China. "There is a big gap between our content dissemination and influence and overseas media and institutions."

The forum also held a round-table forum on "The Road of Integrated Development of Internet Audio-visual from Content Creativity to Communication Channels Internationalization", and invited many representatives of platform operators and content creation institutions to share their experiences and understandings on the international market expansion, overseas audience analysis and localization management of China film and television content. At the end of the forum, the research report on the development and governance of international network audiovisual was released, and the "China in 2021 — ASEAN Friendship and Cooperation Theme Short Video Contest ".