The emergence of online drama distribution license has further unified the standards for online and offline content review. On May 31, according to CCTV, the State Administration of radio and television (hereinafter referred to as "SARFT") will officially issue an administrative license for online dramas on June 1, including online dramas, online Mini dramas and other domestic key online dramas. When they are broadcast online, the distribution license number should be fixed in a prominent position at the beginning of the program. At present, some online dramas and online movies broadcast online have added the title of "online drama distribution license" before the main film.
Since february2019, key online film and television plays, like films and TV plays, can only be launched after being reviewed by the competent department of radio and television, except that the relevant departments issue filing numbers. The launch of online drama distribution license means that the review of online drama is more standardized, and it is also conducive to the development of high-quality content. According to the form of issuance of domestic TV drama licenses, SARFT will issue them uniformly on a regular basis. At present, the online video platform is not clear about the form and frequency of issuance of online drama issuance licenses.
From filing system to administrative licensing management
According to the CCTV report, on June 1, SARFT will issue the online drama distribution license in an all-round way. Insiders call this license with a red background seal as the "online logo", which corresponds to the "dragon logo" of the leading logo on the green background appearing in the film title.
Before the emergence of "Internet logo", online dramas and online movies were filing systems, that is, before the program officially meets with the audience, it needs to go through filing and publicity. After obtaining the relevant filing number, it can be broadcast and promoted on the audio-visual program websites and the front page of the client.
Domestic TV dramas, etc. need to obtain the distribution license issued by the SARFT before they are broadcast. Taking the issuance license of domestic TV dramas in the first quarter of 2022 announced by the State Administration of radio, film and television on April 19 as an example, from January to March 2022, a total of 33 domestic TV dramas and 1138 episodes were produced and approved to be issued by various TV drama production institutions across the country. SARFT will publicly disclose the name, number of episodes, application agency, license issuing authority, license number and date of issuance of the TV series that have obtained the issuance license.
At present, there are already online dramas and online movies showing the "online logo" at the beginning of the film. Among them, "Duel" is the first domestic online drama to get the "online logo" and "leaves on Jinshan" is the first domestic online movie to get the "online logo". The online movie "green face Shura" also got the "online label", numbered (General Administration) Wangying Shenzi (2022) No. 002.
Yaokefeng, director of Beijing international law firm, explained to the reporter of Beijing business daily the change from the filing system to the issuance of licenses, "The content of online distribution has been included in the scope of administrative license. This kind of administrative license means that it can be distributed only after legal review, which is stricter than the filing method, and also means a unified standard of review. This is a sign of further improving the legal system of audio-visual works, and it is also an inevitable result of the development of network technology.".
Key cartoons and mini dramas should also be certified
"As the filing and review mechanism of online audio-visual has been relatively mature, the license will not have a great impact on the substantive work of the platform. It may enhance the upstream attention of the film and television industry to online audio-visual, promote the standardization of online audio-visual while welcoming more investment, and to some extent make up for the market gap caused by the plight of the traditional film and television industry", Liaoxuhua, a senior analyst of Analysys cultural consumption industry, spoke frankly to the reporter of Beijing business daily.
So what is the specific content of the online drama mentioned in the "Internet logo"? According to the notice recently issued by the SARFT, when domestic key online dramas, including online dramas, online Mini dramas, online movies, online cartoons, etc., are broadcast online, they should use a unified logo to fix the distribution license number in a prominent position at the beginning of the program.
Xuesu, the person in charge of the Kwai plot and the second dimension, told the Beijing business daily, "It is a major event in the industry that the distribution management mode of online dramas, including key online Mini dramas, has changed from online filing to administrative licensing. On the one hand, it reflects that the state pays more attention to the management of online dramas, and the development of the industry will be more standardized; on the other hand, it is also conducive to the protection of the legitimate rights and interests of the obligees, and industrial innovation will be greatly stimulated and released. It is believed that the implementation of administrative licensing will play an important role in the healthy development of micro dramas in the future Role ".
Encourage the network platform to create excellent content
In addition to the improvement of the system, the insiders also focus on the impact of the change of the audit system on the content of online distribution.
"The network platform did have some negligence in management at the initial stage of program production, or there was no unified standard for quality requirements at the initial stage of creative development. In particular, in the past, under the mode of self-examination and self broadcasting on various platforms, some rough works could also be broadcast on the network platform," LiJingSheng, vice president of China Radio and television social organization Federation, told the media.
According to sunzhonghuai, vice president of Tencent and CEO of Tencent video, "the issuance of administrative licenses for online dramas is a milestone and an important imprint in the development of online audio-visual content, injecting more confidence into the industry. Tencent video will join hands with the industry to output more high-quality content for the majority of users".
From the performance of iqiyi and the attitude and performance of Youku and Tencent videos that have been listed, it is the consensus of the industry that the content is refined. In the first quarter of 2022, iqiyi achieved a single quarter profit for the first time with an operating profit of RMB 330million and a net profit of RMB 160million based on non-U.S. GAAP. The business cycle of "good content attracts users to pay, and users' payment supports reinvestment" is gradually getting through.
In 2021, Youku proposed that "no extravagance, no idols, no actors, no traffic, no value". Tencent video broadcast many high-quality content such as "beginning". Having experienced a vicious cycle of capital driven and flow driven, the online video industry is entering a new cycle of more healthy and rational development under the management and guidance of regulatory authorities.