Many careful viewers found that the logo of "online drama distribution license" was added to the title of several online film and television dramas recently launched. According to the latest requirements of the State Administration of radio, film and television, an administrative license will be officially issued for online dramas from June 1 this year, and the trial operation will begin in May. "Network standard" means the arrival of a more professional and standardized network audio-visual era.
A leading sign with a green background will appear at the beginning of the film broadcast in the cinema, which is called "dragon sign" in the industry. Getting the "dragon logo" means that the film has a license to enter the market. Considering that there are significant differences in the production, broadcasting mechanism and audience structure between online dramas and TV dramas, online films and TV dramas were not reviewed according to unified standards at the beginning of their birth. With the rapid development of the industry, "unlicensed operation" has many hidden dangers. Since February 2019, key online film and television dramas, like films and TV dramas, can only be launched after being reviewed by the competent department of radio and television, but no formal license logo has been issued.
Due to the relatively loose creative environment in the early stage of industrial development, the industry grew savagely and fell into mud and sand, causing many disputes. In the past, some online film and television dramas were labeled with negative labels such as "shoddy", "vulgar and low-grade", mainly because some practitioners wanted to make "fast money" and did not put artistic creation in the first place. In order to attract people's attention, they deliberately play a "marginal ball". Many stories exaggerate, distort classics, tamper with history, obviously deviate from the mainstream values, and even lose the basic value judgment and artistic cultivation. This is also an important reason why it is difficult for online film and television works to produce high-quality products.
Nothing can be accomplished without norms or standards. Online film and television works are the spiritual food of the people and should not become a blind spot in the field of Ideological and artistic supervision. Online and offline, although the forms are different, the standards should not be different. The management of online film and television dramas from the original filing and registration system to the issuance of administrative licenses is a leap forward upgrade of the online film and television industry. It is of great significance to actively guide the self-regulation and incentive of online culture practitioners, promote the iterative innovation of online audio-visual content, and further improve the quality of online culture.
"Network standard" is conducive to the high-quality direction of online film and television works. With the "network standard", online film and television works are no longer "half shorter" than those broadcast by cinemas and television stations. For practitioners, striving for "Webmark" is an opportunity for self-discipline and improvement, which will encourage them to cultivate deeply in the field of content and develop towards a more professional, high-quality and standardized direction. "Network standard" will also attract more professional institutions and talents to flow to the field of network audio-visual, and create more high-quality works with ideas, connotation, grounding and loved by the people.
"Network standard" helps network film and television works obtain a broader development space. "Net standard" has set an access threshold for the industry, which will accelerate the creation of online film and television into the era of intensive cultivation. Excellent online film and television works not only meet the growing needs of domestic audiences for spiritual civilization, but also give "going out" more confidence, highlight the cultural soft power of the Chinese nation, enhance the international status of Chinese culture, and contribute to telling Chinese stories.
From the perspective of supervision, to promote the vigorous development of online film and television industry, we should not only comply with laws and regulations, but also protect its creative freedom. Network film and television works are grounded, the story is easy to understand, and has formed its own unique style. The competent authorities need to further explore advanced experience in grasping the standards and scales of content review. How to promote the online and offline integration and development of film and television works, make the online culture run counter to the mainstream literature and art, test the quality of practitioners and the wisdom of relevant departments.