Are you satisfied with the current development of Chinese animation? and provide comments and suggestions. Requirements

First, the general environment that promotes the prosperity of the animation industry in China can be said to be taking shape, but the small environment still needs to be cultivated and developed.

As a cultural industry, film and television animation can be said to have unique charm. It has the characteristics of high degree of internationalization, wide consumer groups, large market demand, long product life cycle, and high added value. The development of the film, television and animation industry is of great contemporary significance to the prosperity of excellent national culture and to meeting the spiritual and cultural needs of the people, especially minors. It is also an important measure to adapt to economic globalization, cultivate and form new economic growth points, promote the development of the radio, film and television industry, and promote the strengthening and expansion of China's cultural industry.

Since 2004, an indisputable fact has attracted the attention of more and more relevant people at home and abroad: the policy environment for the revitalization of China's animation industry is undergoing exciting changes. Let me give a few simple examples below:

On May 10, 2004, General Secretary Hu Jintao emphasized at the National Conference on Strengthening and Improving the Ideological Construction of Minors that we should enhance the sense of responsibility of the mass media and create good To create a public opinion environment, we must implement a high-quality strategy to provide more and better cultural products and cultural services for minors, and create a social atmosphere that respects, cares for, and helps minors so that they can grow up healthily. Develop into a talented person.

The 2004 State Council’s work conference on strengthening the ideological construction of minors mentioned that it is necessary to actively support the shooting, creation, production and broadcast of domestic cartoons, and gradually form an animation series that adapts to the characteristics of minors. In March 2004, the State Administration of Radio, Film and Television held a National Film and Television Animation Work Conference in Beijing. It can be said that this meeting was called a landmark meeting by many cities in the industry. At this meeting, in-depth discussions were held on systems, policies, market management, etc. The ideas and measures to promote the development of my country's animation industry were expounded. After the meeting, 24 items were officially issued, namely several opinions on the development of my country's film and television animation industry. This document has become a policy guidance document for the development of my country's film and television animation industry at this stage.

Recently, on April 25 this year, the State Administration of Radio, Film and Television specially recommended a report on supporting the development of the domestic animation industry to the State Council. In May, a group composed of 7 central ministries and commissions began to study opinions on supporting the healthy development of domestic animation. The special team started work and clearly proposed that we should promptly study and formulate support policies for the domestic animation industry, build a technology platform for sharing, encourage original animation activities, increase intellectual property protection, purify the market environment of the animation industry, and accelerate the cultivation of talents in the animation industry. and strengthen coordination, mutual support and cooperation. Against this background, China's animation industry has been flourishing for more than a year. It can be said that it has entered a new stage of development. I think that at such a stage, there are five landmark events in particular that have far-reaching impact, not only affecting the current situation, but also It will affect the development of China's animation industry in the next 10 years. Let me briefly talk about these five things.

First, the establishment of the broadcast platform. A year ago, it can be said that a major bottleneck restricting the development of the domestic animation industry was the lack of sufficient broadcast platforms. However, now the three channels of Beijing Animation Channel, Shanghai Xuandong Cartoon TV, and Hunan Elite Cartoon TV were established in September 2004. It started broadcasting on the 10th, October 28th, and December 26th, becoming an important channel for broadcasting animation works after CCTV Children's Channel. As of July 15, 2005, it has been broadcast by the central government and 17 provinces nationwide. Eight sub-provincial TV stations and three prefecture-level TV stations have successively launched ***29 children's channels, of which 23 children's channels were newly established within the past year. In addition, two paid children's channels have been launched nationwide. There are 31 provincial-level TV stations running children's programs, and 258 prefecture-level and municipal TV stations running children's programs. According to incomplete statistics on TV stations across the country, there are now nearly 200 special animation columns. The establishment of all these broadcast platforms has effectively expanded the market demand for domestic cartoons, driven up prices, and established a domestic animation The film’s broadcast platform is in the current high-threshold investment period for domestic cartoons.

Fourth, the implementation of the issuance licensing system. On January 7, 2005, the State Administration of Radio, Film and Television issued a notice on the licensing system for the distribution of domestic television cartoons. Since January 20, 2005, the country has begun to implement a domestic TV cartoon distribution licensing system. This is a system that was introduced to prosper and develop the production of domestic TV cartoons and strengthen broadcasting and management after the implementation of theme planning and management of domestic cartoons. A very important measure.

The contents of this measure include, let me briefly explain, that after domestic cartoons produced by local units have been reviewed by provincial radio and television management agencies, they will issue domestic cartoon distribution licenses. At the same time, the State Administration of Radio, Film and Television will implement a issuance license filing system and report the provincial issuance status of the previous month to the State Administration of Radio, Film and Television for filing in the first week of each month. Domestic animated films will be issued a film release license after being reviewed by the State Administration of Radio, Film and Television. Standardizes the production, broadcast and distribution of film and television cartoons. It can be said that this measure not only ensures the quality and standards of film and television cartoons from the source, but also promotes the standardized management of industrial development, effectively reduces the disorderly competition and blind investment that existed in the past, and promotes and guarantees The healthy and sustainable development of cartoons.

Fifth, the introduction of methods for recommending excellent works. Since January 1, 2005, the State Administration of Radio, Film and Television’s recommended broadcasting method for excellent domestic cartoons has been implemented nationwide. It can be said that this is another guiding project to prosper the artistic creation of domestic cartoons and effectively promote the high-quality domestic cartoons. Measures. So far, the State Administration of Radio, Film and Television has recommended more than 40 excellent domestic cartoons produced by different production institutions in three batches. For example, the first batch of recommendations include "Pigs Fall from the Sky", "Happy Things", "Little Dinosaur's Roots" "Adventures"; the second batch of recommendations include Tang poetry stories, "The Age of Naughty Children", "The Great Hero Di Qing", "Three Thousand Questions of Naughty Blue Cat", "Baby Girl's Good Mother", "Learning ABC in 10 Days"; the third batch of recommendations are Some of the works include "The Boy from Heaven", "Joyful", "Big Bad Wolf", "Dongdong" and other works. It can be said that the recommended articles are not limited in subject type, and they all have a certain degree of ideological, artistic and ornamental value. It is not difficult to imagine that the nationwide broadcast of these works will create a richer animation cultural atmosphere for the majority of animation audiences, and become a leading work in promoting the Chinese spirit and Chinese style, cultivating the aesthetic taste of Chinese audiences, and creating Chinese original brands.

I would like to share my thoughts on the next stage of animation development.

2. Five key links to drive my country’s animation industry:

1. Build an effective channel operation mechanism.

It should be said that the launch of the Star Animation Channel is a breakthrough for my country to build a domestic cartoon broadcasting system. The three animation star channels that have been launched in the past year have started well, but the exploration of the benignity of the broadcast platform The operating mechanism still needs time, and it is by no means a unilateral matter for the channel operator. I think that further exploration of the benign operating mechanism of the channel needs to achieve two key breakthroughs: First, further break through the habitual thinking of low-childish animation audience positioning, Make great efforts to create ratings positioning for audiences of different age groups. We are very happy to see that currently, in addition to CCTV’s children’s channel, the other three animation star channels have positioned themselves as all-age channels. For example, Beijing Animation is set for adults after 21:30, Shanghai Xuandong is set for 15 to 45-year-olds at 20:30, and Hunan Elite Cartoon is set to serve all age groups starting from 17:30. But we think this is just the beginning. In the next stage, building ratings loyalty will become the focus of each channel. We will make every effort to build viewership loyalty. Whoever has high loyalty will win more favors from advertisers who are aware of targeted audiences. The second is to further break through the habitual thinking that the ratings of domestic films are not as good as those of imported cartoons.

Let us look forward to a new spring for China's national animation industry. Thanks!