On May 13, the iQiyi World conference 2021 was held in Shanghai with the theme of “Share the Future with Freshmen”. During the two-day conference, 17 forums gathered industry experts, scholars and partners from all over the world to brainstorm on hot topics in the fields of content and technology, member economy, IP ecology, new consumption and so on, and share innovative trends and cutting-edge prospects of the film and entertainment industry. Gong Yu, founder and CEO of IQiyi, Liu Zhenyun, a famous writer, Winner of MAO Dun Literature Prize and Chevalier de L ‘Arts de France, and Liu Wenfeng, CTO of IQiyi and President of infrastructure and intelligent content distribution business Group, delivered keynote speeches at the opening ceremony.
Gong Yu pointed out that the pursuit of content concentration and high quality by users in different circles is becoming a new proposition for video platforms. The extensive development mode of pursuing scale is no longer suitable for the current market environment, and the online entertainment industry is about to enter a new stage of intensive cultivation. In the keynote speech of the conference, Gong Yu said: “Although the industrialization of film and television has been mentioned for many years, but it is still new to be mentioned again at this time, because 5G, AI, cloud computing and other basic capabilities, technological innovation will form support for the reconstruction of industry rules.”
At the opening ceremony, iQiyi unveiled its system layout in the field of intelligent production for the first time. Liu Wenfeng, CTO of IQiyi, showed in his keynote speech titled “See the value of science and technology” that iQiyi relies on 5G, AI and cloud computing to launch business intelligence system, intelligent integrated production system and intelligent production tool set, which will be from project evaluation to project production process management and front-line shooting. Assist in quality control and efficiency management of film and television content production.
01
New thinking on video model respect for users starts with paying tribute to creators
Different from video models commonly divided by length or creator attributes in the market, Gong Yu brought his new thinking on video models at the opening ceremony: For users, according to the different “thinking load” they face when consuming different types of videos, content can be divided into “delicious content” for the purpose of killing time, “entertainment content” for the purpose of obtaining the resonance of stories and emotions, and content is not limited to the form of content, but just for personal interest. “Content of interest” for consumption of video content in one event or field. For IQiyi, the goal is to continue to build core competitiveness in interest content and entertainment content through instant music and the iQiyi brand.
Clearly, the consumption of both entertainment content and interest content requires more attention from users, which increases their expectations of creators and quality. According to Gong yu, enjoying more thoughtful entertainment is a pressing need for human development. Iqiyi always insists on understanding and respecting artists, and only with them can we create the best works. The industry is constantly changing and needs a greater supply of innovative content. Artists, including directors, screenwriters, videographers and recording artists, should be given special respect and opportunities.
Liu Zhenyun, a famous writer, said in a speech titled “It has something to do with You” that without innovation, there can be no rebirth, no future, and no rebirth, there can be no common future. Especially for a content-driven platform, innovation is very important, and it’s very important for an author.
But what is innovation? In his opinion, the core problem of innovation is that innovation must have something to do with the past and history. The so-called content innovation must have something to do with the people who receive the content, the readers of a book or the audience of a movie. “It’s about you” is the core meaning of innovation, which may be related to his life, his mood, or his feelings.
Only such innovation is not actually called innovation. “Related to you” is far from enough. What is related to you but you may not have thought about is different thinking about the same life. The latter different thinking is very important for innovation. What you haven’t thought about yet, even different thinking about the same life, is very important for innovation.
02
Intelligent Production drives “New Productivity” Era needs “New content”
As the key word gong Yu mentioned in the iQiyi World Conference, “film and television industrialization” represents iQiyi’s own solution to break through the shackles of industry development.
As a key part, intelligent production is becoming the “new productivity” to improve the quality of content. Through the application of script evaluation system, intelligent casting system and online film review system, IQiyi has been able to realize intelligent development, intelligent production, intelligent labeling and intelligent publicity. The whole cycle of film and television projects from project approval to film production has been gradually incorporated into standardized and systematic operation, which has become a key step for IQiyi to promote film and television industrialization.
While intelligent production gives creators greater creative freedom, it also gives birth to the “new content” of this era. In the “2021 IQiyi Scream for Love Party”, 90% of users switched pictures under the innovative mode of “one screen, four views”, which switched pictures 29 times per person, fully showing the current users’ strong demand for interaction with content and user to user interaction.
In March 2021, the first performance of “Cloud Performance” — THE9 “City of Virtual Reality” immersive virtual concert was launched on iQiyi. As an innovative film and television LED realistic virtual production XR live concert, it keeps up with international standards in stage design, visual effects and viewing form, and uses XR technology throughout the stage performance. At the same time, users can participate in the concert through a variety of gameplay including online virtual seat, tao Dou er (virtual dopant in the live broadcast room), live large screen connection, real-time interaction with fluorescent sticks, fans create the stage and so on, so that fans and users can feel the deep emotional resonance and enjoy the sense of participation and immersion.
Obviously, the empowerment of content creation by technological innovation has been extended to the consumption links of broadcasting, interaction and even immersion. This is also in line with the social, immersive and interactive consumption characteristics of over 320 million “Generation Z” users with the popularity of the Internet and the rise of social media. Liu wenfeng said iQiyi is building a new communication bridge between artists and users through technological innovation and content innovation. The conference site also officially announced that IQiyi will officially launch a series of cloud business including cloud performance, cloud cinema.
03
It calls for the reconstruction of industry norms to meet the sea of stars with a healthy ecology
In addition to providing strong technical support, how to build healthy, orderly and widely agreed industry rules and norms is the environmental guarantee for the sustainable development of film and television entertainment. At present, the industry is still objectively exist only flow theory, sky-high remuneration, Yin and Yang contracts, film and television works intellectual property protection difficult and other “chaos”, not only affect the social image of the industry, but also finally shackle the development of the industry.
At the opening ceremony, Gong Yu also proposed to the whole industry that “we should care for ourselves and the industry as we care for our own eyes”, and break away from the disorderly and consumption-style competition in the industry with the concept of film and television industrialization. Iqiyi always insists on exploring the continuous iteration and innovation of ideas, technologies and products, and working with the best creative talents and partners to reconstruct industry norms and gain growth momentum through innovation.
THE9, in fact, “the actual situation of the city” is not only to the success of immersive virtual concert iQIYI intelligent production capacity of a review, surrounding its implementation of a&r, ticketing, full development of copyright trade more involved in the industry witnessed the good content depends on the perfect partners IP development chain, to realize fully the value of the release.
Since iQiyi put forward the ecological construction plan of “Apple Orchard” in 2018, iQiyi has gradually built and improved a diversified entertainment brand matrix including film and television, variety shows, movies, comics, literature, games and derivatives while deeply focusing on original content layout and value development of the whole IP industry chain. In particular, the opening ceremony for the first time disclosed that the iQiyi Dongyang Creative Entertainment Center has been under planning and construction, so that the ecological blueprint from the plane to the three-dimensional — this accommodate production center, film and television academy, cast service center, film studio apartment, theater, exhibition center, After the completion of the complex of immersive entertainment (VR), IP theme derivative, film and game technology interactive entertainment and other types of entertainment facilities, it will show a possibility: the consumption scene of good CONTENT IP will realize the seamless transformation between online and offline, and complete the infinite expansion of business value network in the user’s immersive consumption.
Online video content bears the entertainment consumption demand of hundreds of millions of Chinese people, and also shoulders the responsibilities of The Times in many aspects, such as cultural inheritance and value transmission. There is a long way to go. Iqiyi will adhere to the spirit of craftsmanship to polish the content and ecology, on the basis of technological innovation, respect for artists, and create a positive and healthy industry environment, to create good content with correct values and health, and go to the sea of stars with industrial partners.
Iqiyi private cloud Serverless practice
Design and practice of iQiyi mobile APP robustness test