What do you think of the characteristics and development prospects of the animation industry in China?

First, the macro environment to promote the prosperity of China animation industry is taking shape, but the micro environment still needs to be cultivated and developed.

As a cultural industry, film and television animation can be said to be unique. 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 film and television animation industry is of great significance to the prosperity of national excellent culture and to meet 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 radio, film and television industry, and promote China's cultural industry to become stronger and bigger.

Since 2004, an indisputable fact is attracting more and more people at home and abroad, that is, the policy environment for revitalizing the animation industry in China has undergone exciting changes. Let me give you a few simple examples:

On May 10, 2004, General Secretary Hu Jintao particularly emphasized at the National Conference on Strengthening and Improving the Ideological Construction of Minors that it is necessary to enhance the sense of responsibility of the mass media, create a good public opinion environment, implement the boutique strategy, provide more and better cultural products and services for minors, and form a social atmosphere of respecting, caring and helping minors, so that they can grow up healthily and become talents.

At the conference on strengthening the ideological construction of minors in the State Council in 2004, it was mentioned that we should actively support the shooting, creation, production and broadcasting of domestic cartoons, and gradually form an animation series adapted 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, which was called a landmark conference by many cities in the industry. At this meeting, the ideas and measures to promote the development of China's animation industry were expounded from the aspects of system, policy and market management. After the meeting, 24 articles were officially released, namely "Several Opinions on the Development of Film and Television Animation Industry in China". This document has become a policy guidance document for the development of China film and television animation industry at this stage.

Recently, on April 25th this year, the State Administration of Radio, Film and Television sent a report on supporting the development of domestic animation industry to the State Council. In May, a special group composed of seven central ministries and commissions began to work, and clearly proposed to study and formulate supporting policies for domestic animation industry, build a * * * technology platform, encourage original activities of animation works, strengthen intellectual property protection, purify the market environment of animation industry, speed up the training of talents in animation industry, and strengthen coordination and mutual support. In this context, the animation industry in China has entered a new stage of development after more than a year of spring breeze. I think at this stage, there are five landmark events with far-reaching influence, which will not only affect the current situation, but also affect the development of China animation industry in the next 10 year. Let me briefly talk about these five things.

First, the construction of broadcasting platform. A year ago, it can be said that a major bottleneck restricting the development of domestic animation industry was the lack of sufficient broadcasting platforms. But now Beijing Animation Channel, Shanghai Volkswagen Cartoon TV and Hunan Elite Cartoon TV started broadcasting on September 10, June 65438+1October 28th and February 26th, 2004, respectively, which became important channels for broadcasting animation works after CCTV Children's Channel. By the end of July, 2005, 15, the central and 17 provincial TV stations, 8 sub-provincial TV stations and 3 prefecture-level TV stations had set up 29 children's channels nationwide, among which 23 children's channels and two paid children's channels were set up in the last year. At present, 3 1 provincial TV stations in China offer children's programs. According to the incomplete statistics of national television, there are nearly 200 special animation columns. The construction of these broadcast platforms has effectively expanded the market demand of domestic cartoons, boosted prices, and built a broadcast platform for domestic cartoons, which is currently in a high threshold investment period. The construction of this broadcasting platform also plays a vital role in promoting the establishment of original production brands, expanding the demand of animation market and stimulating animation creation and production.

Second, establish industrial teaching and research bases. The creation and production of domestic animation works play a fundamental and important role in the whole animation industry chain. Therefore, at the end of 2004, the State Administration of Radio, Film and Television officially approved CCTV International Television Company, Shanghai Animation Film Studio, Chen San Cartoon Group, China Film Group, Shanghai Dong Xuan Cartoon TV Media Entertainment Co., Ltd., Hunan Elite Cartoon Co., Ltd., Changzhou Film and Television Animation Industry Co., Ltd., Hangzhou Hi-tech Zone Animation Industrial Park and Southern Animation Program Co-production Center to establish national animation production bases. Strive to produce more domestic animation products with advantages in talent, creativity, equipment and capital. And then strive to build the industrial chain of domestic animation. Promote the rapid promotion of the national film and television animation industry. At the same time, it also named China Communication University, Beijing Film Academy, Animation Institute of Jilin Art College and China Academy of Art as national animation education bases. We hope to cultivate comprehensive animation talents facing the market, the future and the world. In June this year, the State Administration of Radio, Film and Television named Shenzhen Animation Production Company, Dalian Hi-tech Industrial Park Animation Industrial Park, Chang Ying Group Co., Ltd. and Jiangtong Animation Co., Ltd. to set up the second batch of national animation bases. In September, 2005, representatives of various national animation bases reached an understanding on the development of animation industry in China with the theme of revitalizing the animation industry in China, and the national 19 national animation bases formed a cooperative. It can be said that this interactive measure not only explores how to accelerate the development of animation industry in China, but also explores how to shape the brand of international animation industry in China, enhance the original animation ability of China, enhance the international competitiveness of animation industry in China, and broaden the channels of communication and cooperation.

Third, hold an international animation festival. In recent years, as we all know, the domestic animation market is heating up gradually. It is wise to hold an international animation festival to provide a good platform for domestic and foreign animation industry to display, communicate, cooperate and develop. Moreover, in recent years, domestic regional animation festivals have emerged one after another. In June this year, the first national China Animation Festival organized by the State Administration of Radio, Film and Television opened in Hangzhou, which attracted extensive attention and participation from people in the industry at home and abroad. The theme of this year's China Animation Festival is the fashion festival of the animation capital. Taking government-led, social participation and market integration as resources, highlighting the characteristics of China's brand and internationalization, we will hold a series of activities, such as industrial exposition, industrial summit forum, classic animation film and television week, cartoon image parade, fashion animation classics of China, Japan and South Korea, and signing ceremony of various talent recruitment conferences.

It has brought together exhibitors from the United States, Germany, Japan, South Korea and Hong Kong and Taiwan provinces in the Mainland, engaged in animation production, extended product production, interactive entertainment, media, publishing, distribution, telecommunications, operation, value-added services, financial investment and other industries, and carried out animation product display, creative art discussion and product exchange and cooperation.

Experts believe that the animation industry Expo of this animation festival is the largest and most successful animation Expo in Asia in recent years. During the period, * * * set up more than 700 booths, with more than 6.5438+0.2 million visitors, and signed a letter of intent for cooperation of about 3 billion yuan. In addition, 23 industrial information conferences were signed, with a cooperation amount of 250 million yuan. In the future, the State Administration of Radio, Film and Television will hold such a large-scale international animation festival every year, with a view to creating a cultural atmosphere conducive to China's animation industry to become stronger and bigger through the leverage of the international animation festival, promoting China's animation people, striving to narrow the gap between China's animation industry and the world level, doing brand originality with an open mind, exploring the establishment of a meaningful industrial chain management mechanism, and truly forming an exhibition to promote market development, create competition, and promote talent gathering and innovation.

Fourth, implement the distribution licensing system. On June 7, 2005, the State Administration of Radio, Film and Television issued the Notice of the State Administration of Radio, Film and Television on the Licensing System for Domestic TV Cartoons. Since 65438+20051October 20th, the state has started to implement the distribution licensing system for domestic TV cartoons, which is a very important measure to develop the production, broadcast and management of domestic TV cartoons.

The content of this initiative, simply put, is the domestic cartoons produced by local units. After review, the provincial radio and television management agencies will issue licenses. At the same time, the State Administration of Radio, Film and Television will implement the filing system of issuance licenses, and report the issuance of the province last month to the State Administration of Radio, Film and Television for the record in the first week of each month. Domestic animated films are reviewed by the State Administration of Radio, Film and Television, and film distribution licenses are issued. Standardize the production, broadcasting and distribution of film and television cartoons. It can be said that this measure not only ensures the quality and level 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 in the past, and promotes and guarantees the healthy and sustainable development of cartoons.

Fifth, the introduction of excellent works recommendation methods. Since June 5438+1 October1day, 2005, the excellent domestic cartoon broadcasting mode recommended by the State Administration of Radio, Film and Television has been implemented nationwide. It can be said that this is another guiding measure to prosper the artistic creation of domestic animation and effectively promote excellent domestic animation projects. So far, the State Administration of Radio, Film and Television has recommended more than 40 excellent domestic cartoons completed by different production organizations, such as "Pig Eight Rings from the Sky" and "Happy Event", in three batches. The second batch of recommended stories include Tang Poetry, The Age of Naughty Boy, Di Qing the Great Hero, Three Thousand Questions of Naughty Blue Cat, Baby Daughter and Good Mother, and Learning ABC. Within 10 days. The third batch of recommended works include Paradise Boy, Happy Birthday, Wolf, Dongdong and so on. It can be said that there is no restriction on the theme types of recommended articles, and they are all ideological, artistic and ornamental. It is not difficult to imagine that these works will create a more intense animation culture atmosphere for the general animation audience, and become the leading works to carry forward the spirit of China and China style, cultivate the aesthetic taste of China audience, and create the original brand of China.

I want to talk about my thoughts on the next stage of animation development.

Two, five key links to stimulate the animation industry in China:

1. Build an effective channel operation mechanism.

It should be said that the launch of Shangxing Animation Channel is a breakthrough in the construction of domestic animation broadcasting system in China. Over the past year, the three animation satellite channels have made a good start, but it will take time to explore the benign operation mechanism of the broadcasting platform, which is by no means a unilateral matter for the channel operators. I think it is necessary to achieve two key breakthroughs to further explore the benign operation mechanism of the channel at present: first, to further break through the habitual thinking of the positioning of animation audiences at a younger age, and strive to create audience positioning of different ages. We are glad to see that at present, except CCTV's children's channel, the other three animation satellite channels have positioned themselves as all-age channels. For example, Beijing animation is set to adults after 2 1: 30, Shanghai dazzle is set to120: 30 for objects aged 5-45, and Hunan elite animation is set to 17: 30 for all age groups. But we think this is just the beginning. In the next stage, the establishment of audience loyalty will become the focus of every channel. Will make every effort to build viewing loyalty. Whoever has high loyalty will have targeted audience cognition and win the favor of advertisers. The second is to further break through the habitual thinking that the ratings of domestic films are not as good as cartoons. We saw that the things made by CCTV were broadcast again this summer, and the ratings steadily exceeded those of imported cartoons in the same period as Mickey Mouse and Donald Duck. This is very telling. It can be said that the key to ratings is the quality of programs, and the road of domestic cartoons is imperative. The operation practice of the broadcasting platform over the past year has inspired us to incite and open the animation market in line with China's national conditions. We should participate in the production, planning and planning of domestic fine products in a more proactive manner. Through the construction and operation of broadcasting platform, the market pulse of prospective audience will be further promoted and the mass production of domestic fine products will be promoted.

2. Explore a feasible product profit mechanism.

At present, there are several voices echoing in the industry. On the one hand, the producers keep suggesting that the price of the film source purchased by the broadcaster is too low, and the income of the TV station is only 120% of the production cost. Except for some enterprises with well-developed products, most production organizations are difficult to support normal enterprise production. On the other hand, the voice of the broadcaster has repeatedly stressed that it has not completed the original accumulation and has not grown into a strong channel. There are many difficulties now, and it is impossible to raise the purchase price. However, we also found that there is another voice that has been repeatedly discussed in the industry, that is, people are talking about the fact that some films have been sold for 100 yuan per minute, while others have been sold for 1000 yuan per minute. The recent hot news is that CCTV bought Jiangtong's cartoon "Pig in the Sky" at a price of 1000 yuan per minute. I think this information deserves attention. At present, we should speed up the exploration of a feasible and universal profit mechanism for China animation products. Experience at home and abroad shows that it is generally impossible to rely solely on the sales and broadcasting of cartoons. Caring for comics may be a dead end, and it is very important to extend the development of products. The mature operation mode should include a series of links, namely animation, television, movies, books, audio-visual products and toys, and further extend to the transfer and franchise of intellectual property rights such as publishing companies and toy manufacturers. It can be said that whoever takes the lead in the field of coordinated development of this series of links may take the lead in mastering the initiative to resolve investment risks, accelerate the return on funds, and then achieve profitability. We must also see that the modern animation industry combines online games, Internet, personal digital processing system, mobile communication and other high-tech means, which makes animation characters enter some new fields. At present, animation has expanded from animated TV movies and movies to animated short films, online animation, animated advertisements, animated songs, mobile phone animated multimedia messages, mobile phone cartoons and other new interactive fields, which is where we must further expand our career.

3. Improve the training mechanism of pragmatic talents.

In the investigation, we found the current situation of animation talents in China: First, there is a shortage of talents. For example, Shanghai Animation Film Studio has more than a dozen animation directors, all of whom are over 50 years old on average. Behind the admirable professionalism of these old directors is a profound talent crisis in China animation industry. According to the statistics of the Animation Art Committee of China Artists Association, the demand for professionals in the national animation industry should be 6.5438+0.5 million, but at present, the national animation industry only has employees in a strict sense. This figure is only Korean 1/3, which can be said to be an important reason for the slow development of animation industry in China. Second, the level of talents is uneven. It can be said that the lack of talents is not only manifested in quantity, but also in quality, that is, there are very few high-quality talents, and there is a serious shortage of compound talents who can meet the standards of employees and combine artistic accomplishment with operational ability. The overall quality of personnel is required to reach a certain degree of balance, so if the quality of personnel varies greatly, it will inevitably affect the quality of the whole work. Especially for the cultural industry, content is the soul, and so is the animation industry. Its success must be based on very mature animation planning, plot preparation and marketing. At present, there is a shortage of talents in these three aspects in China. There is a national shortage, that is, animation planning, plot preparation and marketing.

Therefore, it is found that cultivating and using a large number of outstanding animation talents is the key factor to accelerate the development of China's animation industry and change its basic dependence.

According to statistics, in 2002, only about 30 colleges and universities in China had animation industry. We are glad to see that there were 100 colleges and universities in China in 2004, which brought great hope to the future of animation industry in China. Especially, the establishment of four national animation teaching bases will accelerate the pace of scientific research and teaching reform in animation industry.

4. Establish a scientific market evaluation mechanism. Scientific market evaluation mechanism is an important part of forming high-quality market atmosphere. The evaluation of the animation market not only reflects the development status of the national animation market, but also provides comprehensive and accurate reference data for animation production institutions, research departments, broadcasting platforms and advertisers, and also provides the necessary premise for us to further study the market and explore the international market. Generally speaking, the evaluation system of animation market should be composed of three parts: market research, expert opinion and industry evaluation. What needs special emphasis is that the animation market research is a complex and systematic research topic. At present, it is particularly necessary to go deep into every link of the animation industry chain, find out some family background of domestic animation, and find out some basic digitalization of print publishing, audio-visual products, electronic games, copyright derivatives, cultural life consumer market, tourism digital technology products, exhibition industry and education industry in China. On the basis of these digital information, we compare and study with the developed countries of animation in the world, sum up experiences and lessons, and further provide reference for our decision-making and planning.

5. Implement the interactive mechanism of marketing and cultural cultivation.

It can be said that the process of watching film and television animation is not only an entertainment experience for the audience to adjust their body and mind, but also a cognitive and aesthetic experience for them to feel the world through animation works. The audience of animated film and television is not only the main body of the animated film and television market, but also the consumers of animated cultural products. Therefore, in the process of constructing scientific channel operation mechanism, exploring scientific product profit mechanism, perfecting scientific talent training mechanism and establishing scientific market evaluation mechanism, we should also establish strategic awareness of cultural cultivation, market interaction and market promotion. Strive to create a healthy animation culture consumption atmosphere for audiences of different ages.

We can't deny that the interaction between economic strength and cultural influence is a basic reason for the expansion of Japanese animation industry at a speed that attracts worldwide attention. The development of Japanese animation shows that all kinds of mass media are always in a key position in the process of creating animation atmosphere and promoting animation market, and play a leading role in formulating animation industry direction and making animation lasting effects.

Judging from the animation broadcasting system, the adjustment of Japanese animation time and the positioning of the content era have provided a guarantee for successfully occupying the audience market. In the diversified choices of animation culture, Japanese people have developed the psychological habits of animation consumption behavior and animation appreciation since childhood, which has accumulated memories for personal growth and influenced the cultural lifestyle of the whole family and even future generations. On the other hand, the consumption, interest and influence of popular culture have promoted the continuous expansion and refinement of the animation market.

It can be said that the value of group animation culture is constantly changing in the media environment, and it has been sublimated into a unique cultural landscape of Japanese society, which has promoted the strong promotion of the cultural industry dominated by Japanese animation. In the course of investigation, we found that animation culture is deeply rooted in Japanese people's hearts, and the gap between animation culture and animation economy is very intriguing. The rise of a cultural industry is inseparable from the relevant social and cultural soil. In short, as far as the development status of animation industry in China is concerned, it can be said that the situation is excellent and exciting. At the same time, we should also see that there is still a big gap between the development status of China's animation industry and the animation developed countries such as the United States, Japan and South Korea, and there are still many problems waiting for us to adjust and solve. We must constantly face the new challenges of the development of control industry and international animation industry, but I believe that with your support and efforts, our national animation industry will certainly make great progress. Let's look forward to the new spring of China's national animation industry. thank you