The picture shows the first poster of "Net Mark" and "Leaves on Jinshan". Information picture

　　On the occasion of the centenary of the establishment of the Communist Youth League in China, the "Webmark Film" No.003 "In the Name of Youth" was launched. Information picture

　　 　With a folk music playing, the seal engraved with the words "network audio-visual" is now on the vermilion background. This 5-second "logo" will become the same opening scenery when online dramas, online mini-dramas, online movies, online cartoons and other domestic key online dramas are broadcast online. Since June 1st this year, the State Administration of Radio and Television has implemented a licensing system for the distribution of domestic online dramas, which means that the "licensing era" of more standardized and stricter online audiovisual has arrived.

　　 　In recent years, the influence of the online audio-visual industry has been increasingly prominent. While online dramas have brought colorful content, rich and diverse aesthetic pursuits and positive value guidance to the audience, industry chaos such as nonstandard program production and broadcasting, vulgar and vulgar content, piracy and plagiarism still occur from time to time, and the call for "the same standard online and offline" and "the development of online dramas to quality products" has always existed. With the development of the online audiovisual industry, the relevant state departments are constantly formulating, adjusting and optimizing the management system and auditing standards for online audiovisual works, so as to promote the benign development of the industry and the fine creation of online dramas from top to bottom. The online issuance license for online dramas is a new milestone in this process. The establishment of the "Webmark" system will promote the producers of online platform programs to have a stronger sense of quality production, a stronger sense of social responsibility and a stronger sense of cultural mission, and make cyberspace have a better ecology and a stronger cultural atmosphere.

　　The New Deal took effect, and the works of "net signs" were born everywhere.

　　 　In May, after the State Administration of Radio, Film and Television (SARFT) issued the "Webmark" trial operation and obtained good social feedback, the "Network Drama Distribution License" began to be issued in various provinces one after another on June 1.

　　 　Looking back at the initial stage of the development of the network audio-visual industry, the management mode of self-examination and self-broadcasting system exposed many problems. Many online dramas earn gimmicks and traffic by playing "edge ball". Shanzhai, rubbing heat, rubbing IP, and even shoddy work are endless, and some works with empty content and mental calcium deficiency have brought adverse effects to society. However, judging from the works that have recently obtained the "Network Drama Distribution License", both the policy supervision and the industry creation trend are encouraging the production of fine content, and the trend of fine creation is becoming more and more obvious.

　　 　The work that won the "Net Mark No.1" in Shandong Province is the key online movie "Broken Card Storm" with public security theme directed by Shandong Radio and Television Bureau. Li Guangchang, director of the Network Audio-visual Program Management Office of Shandong Radio and Television Bureau, said: "This online movie combines the current situation of the country’s anti-network telecom fraud. At the same time, the online movie is a work that spreads positive energy and promotes the main theme, so it obtained the license number 001." Shaanxi Radio and Television Bureau issued licenses to the online movies Moon is Full, Secretary online celebrity and the online drama Sticky Club. Among them, "Moon Circle" is the first online movie in Shaanxi Province that won the "net mark". By telling the story of the old artist Qin Baogen and his little grandson, it promoted the unyielding non-genetic inheritance spirit of the shadow puppeteer. On the same day, the online drama "Xing Han Brilliant" obtained the license issued by Shanghai Radio and Television Bureau, numbered "(Shanghai) Online Drama Shenzi (2022) No.001".

　　 　You Haiyang, director of the Radio, Television and Internet Audio-visual Program Management Office of Shanghai Radio and Television Bureau, said: "We actively support the inclusion of online film and television works in administrative examination and approval, and earnestly do a good job in unifying online and offline standards. ‘ Logo ’ The introduction of the policy is in line with the development of online film and television content. Whether it is to improve quality or strengthen management, this policy is needed. "

　　 　With the change of content supervision mode, the strengthening of supervision, and the transformation, adjustment and exploration and upgrading of the industry itself, the network audio-visual field has gradually achieved a leap from "barbaric growth" to "virtuous circle". Different from the previous enthusiasm and advocacy of "data-only theory" and "market-only theory", today’s online audio-visual works have embarked on a rational stage of discussing "heroes" with quality, taste and taste: innovative perspective incision, refined production level, internal social value and ideological connotation have become important evaluation criteria. Under this change, a number of outstanding works have appeared one after another, such as Action to Break the Ice, The Longest Day In Chang’an’s Blood Without a Name, Agreement, On the Field of Hope, Sailing: When the Wind Rises, Our New Life, Flash China and Climbing the Tree with Donkeys. These works strive to present the changes of the times, reflect the real life, describe the human world, express the taste of life, and convey the human nature.

　　A stone stirs up a thousand waves, and the industry has more confidence in quality creation.

　　 　From long video to short video, from drama to micro-short drama, online audio-visual content is making great efforts, trying to achieve high-quality development of content and industrial innovation and upgrading with new content narration and new expression patterns. The launch of "Network Drama Distribution License" not only expresses the recognition and affirmation of the ingenuity of the vast number of network audio-visual practitioners for many years, but also puts forward higher requirements for the self-regulation awareness and quality creation awareness of network culture practitioners.

　　 　After experiencing the "painful period" of the development of online dramas, many creators have now jumped out of the suspension of "little joys and sorrows around them", abandoned the impetuous creation of following the trend, took root at the grassroots level, sought the source from the fiery real life and advanced culture, and strived to write the classics of the new era. The first online drama Duet, which won the License for the Distribution of Online Drama, focuses on reality and tells the story of young policemen working together to explore cases, fighting against evil forces and restoring people’s purity and peace. Its ideological height, artistic quality and production level are high. As the first "Webmark", "Leaves on Jinshan" focuses on Huangdu Village, Xilong Township, Anji County, Zhejiang Province, and donates "Baiye No.1" tea seedlings to three provinces and five counties across the country, realizing the true story of common prosperity, releasing a distinctive flavor of the times, with lively narrative rhythm and remarkable comedy effect. On the occasion of the centenary of the establishment of the Communist Youth League in China, the "Webmark Film" No.003 "In the Name of Youth" was launched, telling five youth stories spanning a hundred years, leading the audience to look back on the lush years that were burning with passion, and setting off a wave of praise for "Chinese youth" on the whole network.

　　 　“‘ Logo ’ It is the industrialization standard and value standard of online audio-visual products, which can make the quality of online film and television works more secure and avoid some shoddy products. " Tian Yu, one of the producers of the online movie "In the Name of Youth", said, "‘ Logo ’ Does not mean stress, in ‘ Logo ’ Before it appeared, the creative market was originally a situation of survival of the fittest. Only excellent and high-quality products can survive in the market. The quality of the audience can be seen at a glance, and the pressure has always existed. "

　　 　Shi Xuexian, the producer of Leaves on the Jinshan Mountain and the general manager of Hangzhou Jingcai Culture Media Co., Ltd., shared his views. "The implementation of the online drama distribution license system is a milestone. The online movie Leaves on the Jinshan Mountain can be a witness and participant in this historical moment, with a glorious mission and great responsibility. We will continue to go deep into life, take root in the people and create more outstanding works worthy of the times and the people. "

　　 　With the rapid development of mobile Internet, the rapid popularization of smart terminals and the wide application of mobile 5G technology, online audio-visual works have become an indispensable part of people’s spiritual and cultural life, and also become an important way to spread the story of China and show the national spirit and the spirit of the times in the new era. From the perspective of the whole network audio-visual industry, under the impetus of "holding a certificate", online dramas will better play the role of inheriting culture and spreading to the outside world. More network audio-visual products will go overseas, so that China’s story will be "out of the circle", showing the world a credible, lovely and respectable image of China and highlighting the cultural soft power of the Chinese nation.

　　The curtain has been opened, and online dramas are moving towards the future with high-quality development.

　　 　Standing in the new historical development stage and facing the greater expectations of the people, the network audio-visual industry needs to open up a new situation of creation in a higher standard. From this point of view, the new regulation of replacing the "record number" with "license" not only further promotes the iterative upgrade of network audio-visual from the management level, but also reflects the progress of the industry from the side and responds to the call of the people.

　　 　In fact, regardless of webcasting or TV broadcasting, the communication platforms are indeed different, but the requirement for content quality is a permanent law. From "the same standard and the same scale" of online audio-visual programs and radio and television programs to the introduction of the "license" system, the online audio-visual field is gradually establishing higher industry standards, constantly improving its specialization and standardization level, and promoting the creation of fine products.

　　 　"In recent years, the breadth, intensity and accuracy of supervision in the field of online audiovisual have been continuously strengthened, and the same orientation, standard and scale have been continuously emphasized online and offline, which has played a powerful role in regulating and supporting all aspects of the production, production and dissemination of online audiovisual content." Zhu Chuanxin, a researcher at the Institute of Network Audiovisual Research of Communication University of China, said, "The issuance of the License for the Distribution of Network Drama is another solid measure to secure the network audiovisual industry. The licensing system is conducive to catalyzing more online audio-visual content to upgrade along the track of standardization, scale and industrialization, and is of great significance to optimizing the industrial structure of online dramas, improving the level of online audio-visual production, and building a comprehensive network management system. "

　　 　The launch of "Network Drama Distribution License" has clarified the direction of the next stage of network audio-visual content. Lv Fan, deputy director of Peking University Television Research Center, said: "The new policy environment has put forward higher requirements for online literary and artistic creation, and it is even more necessary for creators to adhere to the people-centered value orientation, focus on the epic great practice of the new era, establish a biography for the times, and be famous for the times. With more masterpieces that profoundly reflect the changes of the times and depict the people’s spiritual map, the online film and television garden will be more colorful and full of business." At present, network audio-visual has become an indispensable part of people’s spiritual and cultural life and an important part of the strategy of strengthening the country through culture. The creation of online audio-visual content should continue to give full play to the advantages of online dramas and achieve high-quality development while boosting confidence. With the full implementation of the Network Drama Distribution License, the production of high-quality network audio-visual content has been more institutionalized. We look forward to more high-quality network dramas and traditional film and television dramas going hand in hand in the future, jointly promoting the upgrading of the film and television industry and further promoting the prosperity and development of socialist literature and art.　　(Niu Mengdi)