The rapid development of the Internet has brought continuous challenges to the supervision of the administrative departments. In view of the new breakthroughs in audiovisual technology and new developments in audiovisual formats over the past decade, the radio and television administrative departments have continuously innovated management concepts and management methods, and issued timely targeted management measures to create a sound environment for the standard and orderly development of audiovisual and new media. . These management methods are mainly reflected in the following aspects.
Formulate relevant regulations
Since the beginning of the new century, the radio and television administrative departments have made deep-seated insights into the major changes brought about by the development of the Internet in radio and television services, promptly initiated the formulation of relevant laws and regulations, and successively issued regulations such as the "Administrative Measures on Internet and other Information Network Communication of Audio-visual Programs," and so on. The management of new media has a key regulatory basis. According to the regulations of these two departments and the Regulations on Radio and Television Administration, the radio and television administrative departments have successively issued a series of normative documents, gradually incorporating various new formats of Internet audio-visual program services, IP television, mobile TV, and Internet television into the specifications. management.
In response to the rapid development of network-based audio-visual programs such as network dramas and micro-movies in recent years, the radio and film administrative department promptly issued the “Notice on Further Strengthening the Management of Online Audio-visual Programs such as Internet Dramas and Micro-movies†and other documents, which were proposed creatively. "Internet audio-visual program service providers must follow the principle of who is responsible for the network, and implement pre-screening post-cast management systems for network audio-visual programs such as network dramas and micro-movies." This new policy not only regulates the industry order, but also protects the vitality of the program's innovation. It has been widely acclaimed by the industry.
Strengthen access management
In accordance with relevant laws and regulations, the radio and television administrative department has established an industry access management system for Internet audiovisual program services, IP television, mobile television, and internet television, and has issued business licenses for eligible operators. At the same time, in accordance with the requirements of the No. 5 document issued by Guofa and the State Council issued No. 35, China Mobile, China Telecom, China Unicom and other three agencies are authorized to engage in IP television transmission services and mobile TV content distribution services. At present, these professional organizations have become the core force for the development of audiovisual new media in China.
Strengthening daily supervision
In accordance with relevant laws and regulations, radio and television administrative departments have taken various measures such as technical monitoring, departmental coordination, and warnings, ordering corrections, and revoking licenses to strictly supervise the behavior of audiovisual media practitioners. For Internet audio-visual program service practitioners, they are required to implement the editor-in-charge responsibility system, establish content self-censorship system, and strictly implement pre-qualification and post-casting; for IP television, mobile TV, and Internet TV service practitioners, they must strictly follow the requirements of national policies to start related businesses. , may not operate beyond the scope of the license. At the same time, non-certified agencies that disseminate harmful programs are severely investigated and dealt with in conjunction with related departments and with relevant special operations.
Strengthen industry self-discipline
The Internet is an open platform. The practitioners are very complex and industry self-regulation becomes an indispensable management tool. The radio and television administrative departments attach great importance to the establishment of an industry self-regulatory system. At the SARFT level, the China Network Audiovisual Program Service Association was established in August 2011. Provincial radio and television administrations in Beijing, Shanghai, Shandong, Hunan, and Zhejiang also established provincial network audiovisual program service associations. Since the establishment of the China Audiovisual Association, it has formulated the "China Self-Discipline Convention on Internet Audiovisual Program Services", formulated and adopted the "General Rules for the Auditing of Online Audiovisual Programs on Internet Dramas, Microfilms, etc.", conducted training on network audiovisual program auditors, and organized experts to broadcast on the Internet. Audio-visual programs for evaluation, and online audio-visual program promotion activities. The provincial audio-visual association has also carried out a lot of fruitful work in terms of industry self-regulation and business training. The audiovisual association organizations at the central and local levels have become an important force regulating the development of new audiovisual media.
Future development prospects
The Internet is still in a period of rapid development and rapid changes. The rise of the mobile Internet in particular has provided greater imagination for Internet industry innovation. Format video is an important direction for the development of the Internet business, and audiovisual new media will continue to be the focus and focus of the Internet industry and media industry. The future development of audiovisual new media will have the following characteristics.
Technical lead will be more prominent
Technological innovation has always been the core driving force for the development of audiovisual new media.
In the future, video coding will further increase compression efficiency and adapt different applications through scalable coding structures;
The underlying bearer network will be further broadened, mobilized and ubiquitous;
Terminal devices will be further intelligent, not only working together with each other, but will also have more human-friendly human-computer interaction interfaces;
The application of big data and perception technology will implement automatic push of video content;
Programs and broadcasts are more IP-based.
Market size will be even greater
The scale of the online video market will continue to grow at a high speed, the value of online video advertising will be further cast, and the transfer rate of online video from the PC side to the mobile side will accelerate. 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 mobile TV market continues to grow. Market integration has further increased.
Fusion development will be deeper
Affected by policy-driven and sluggish growth of traditional media, the convergence process of broadcast and television media and the Internet will accelerate, the convergent development model will gradually shape, the effectiveness of the network broadcast television station will be brought into play, and the discourse power of traditional media in the development of audio-visual new media will gradually increase. . 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.
Institutional environment will be more perfect
The level of special Internet laws and regulations has been enhanced, the effectiveness of relevant laws and regulations has been further increased, and the crackdown on various violations has been 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.
postscript:
It is foreseeable that the next 10 years will be the "spring" of domestic audio-visual new media! In the road towards a bright future, the road will be long and long-term, the industry will search from top to bottom, there are many problems to be explored, there are many businesses Need to communicate.
Formulate relevant regulations
Since the beginning of the new century, the radio and television administrative departments have made deep-seated insights into the major changes brought about by the development of the Internet in radio and television services, promptly initiated the formulation of relevant laws and regulations, and successively issued regulations such as the "Administrative Measures on Internet and other Information Network Communication of Audio-visual Programs," and so on. The management of new media has a key regulatory basis. According to the regulations of these two departments and the Regulations on Radio and Television Administration, the radio and television administrative departments have successively issued a series of normative documents, gradually incorporating various new formats of Internet audio-visual program services, IP television, mobile TV, and Internet television into the specifications. management.
In response to the rapid development of network-based audio-visual programs such as network dramas and micro-movies in recent years, the radio and film administrative department promptly issued the “Notice on Further Strengthening the Management of Online Audio-visual Programs such as Internet Dramas and Micro-movies†and other documents, which were proposed creatively. "Internet audio-visual program service providers must follow the principle of who is responsible for the network, and implement pre-screening post-cast management systems for network audio-visual programs such as network dramas and micro-movies." This new policy not only regulates the industry order, but also protects the vitality of the program's innovation. It has been widely acclaimed by the industry.
Strengthen access management
In accordance with relevant laws and regulations, the radio and television administrative department has established an industry access management system for Internet audiovisual program services, IP television, mobile television, and internet television, and has issued business licenses for eligible operators. At the same time, in accordance with the requirements of the No. 5 document issued by Guofa and the State Council issued No. 35, China Mobile, China Telecom, China Unicom and other three agencies are authorized to engage in IP television transmission services and mobile TV content distribution services. At present, these professional organizations have become the core force for the development of audiovisual new media in China.
Strengthening daily supervision
In accordance with relevant laws and regulations, radio and television administrative departments have taken various measures such as technical monitoring, departmental coordination, and warnings, ordering corrections, and revoking licenses to strictly supervise the behavior of audiovisual media practitioners. For Internet audio-visual program service practitioners, they are required to implement the editor-in-charge responsibility system, establish content self-censorship system, and strictly implement pre-qualification and post-casting; for IP television, mobile TV, and Internet TV service practitioners, they must strictly follow the requirements of national policies to start related businesses. , may not operate beyond the scope of the license. At the same time, non-certified agencies that disseminate harmful programs are severely investigated and dealt with in conjunction with related departments and with relevant special operations.
Strengthen industry self-discipline
The Internet is an open platform. The practitioners are very complex and industry self-regulation becomes an indispensable management tool. The radio and television administrative departments attach great importance to the establishment of an industry self-regulatory system. At the SARFT level, the China Network Audiovisual Program Service Association was established in August 2011. Provincial radio and television administrations in Beijing, Shanghai, Shandong, Hunan, and Zhejiang also established provincial network audiovisual program service associations. Since the establishment of the China Audiovisual Association, it has formulated the "China Self-Discipline Convention on Internet Audiovisual Program Services", formulated and adopted the "General Rules for the Auditing of Online Audiovisual Programs on Internet Dramas, Microfilms, etc.", conducted training on network audiovisual program auditors, and organized experts to broadcast on the Internet. Audio-visual programs for evaluation, and online audio-visual program promotion activities. The provincial audio-visual association has also carried out a lot of fruitful work in terms of industry self-regulation and business training. The audiovisual association organizations at the central and local levels have become an important force regulating the development of new audiovisual media.
Future development prospects
The Internet is still in a period of rapid development and rapid changes. The rise of the mobile Internet in particular has provided greater imagination for Internet industry innovation. Format video is an important direction for the development of the Internet business, and audiovisual new media will continue to be the focus and focus of the Internet industry and media industry. The future development of audiovisual new media will have the following characteristics.
Technical lead will be more prominent
Technological innovation has always been the core driving force for the development of audiovisual new media.
In the future, video coding will further increase compression efficiency and adapt different applications through scalable coding structures;
The underlying bearer network will be further broadened, mobilized and ubiquitous;
Terminal devices will be further intelligent, not only working together with each other, but will also have more human-friendly human-computer interaction interfaces;
The application of big data and perception technology will implement automatic push of video content;
Programs and broadcasts are more IP-based.
Market size will be even greater
The scale of the online video market will continue to grow at a high speed, the value of online video advertising will be further cast, and the transfer rate of online video from the PC side to the mobile side will accelerate. 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 mobile TV market continues to grow. Market integration has further increased.
Fusion development will be deeper
Affected by policy-driven and sluggish growth of traditional media, the convergence process of broadcast and television media and the Internet will accelerate, the convergent development model will gradually shape, the effectiveness of the network broadcast television station will be brought into play, and the discourse power of traditional media in the development of audio-visual new media will gradually increase. . 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.
Institutional environment will be more perfect
The level of special Internet laws and regulations has been enhanced, the effectiveness of relevant laws and regulations has been further increased, and the crackdown on various violations has been 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.
postscript:
It is foreseeable that the next 10 years will be the "spring" of domestic audio-visual new media! In the road towards a bright future, the road will be long and long-term, the industry will search from top to bottom, there are many problems to be explored, there are many businesses Need to communicate.
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