On September 21, iQIYI iJoy Joy with the theme of "Youth Driven, Happy Together" was held in Lijiang, iQIYI Founder and CEO Gong Yu, iQIYI Chief Content Officer and President of Professional Content Business Group (PCG) Wang Xiaohui, iQIYI Senior Vice President Wu Gang, iQIYI Senior Vice President Chen Wei, iQIYI Senior Vice President Chen Xiao, iQIYI Vice President Jiang Bin, iQIYI Vice President Chen Di, iQIYI Vice President Chen Xinyu, iQIYI Vice President, iQIYI Vice President, Dong Xuanyu, head of PCG-Variety Show Business Center and Variety Show Planning Department, spoke on stage, sharing future strategies for platform business and content, promoting key projects in various fields, and releasing blockbuster film lists. Actors Liu Shishi, Liu Yuning, Gao Ye, Zhang Yunlong also attended the scene to help the promotion of the series, "Ten Diligence Days" and musician TT also appeared in surprise to help the variety show promotion session.
Continue to cultivate quality
Empowering innovation with technology
Gong Yu, founder and CEO of iQIYI, took the lead in speaking on the future strategy of the platform, Gong Yu said that content creation and technological innovation constitute the main direction of iQIYI's future development, and in terms of content, "Our past, present and future pursuit has always been two points: high quality and diversity." As far as scientific and technological innovation is concerned, Gong Yu focused on sharing, "At present, AIGC (generative AI) is at the core of scientific and technological innovation. In the content industry we live in, content used to be created mainly by people, and top creators were called artists. Now that AI is going to enter this field, it is not simply copying, but having the ability to be creative. I think AIGC is disrupting all aspects of film and television entertainment in terms of improving the video experience, and in the next three to five years, there will be big changes in the way of production, cost structure, personnel structure, etc. In the era of artificial intelligence, Gong Yu is optimistic in the face of the hot topic of "whether AI can replace people", he believes, "In our professional lifetime, artists will not be replaced." All work or thinking is still human-centered, and AI is only some of the links that help people. Therefore, Gong Yu also sincerely hopes, "I hope that when we share it with you again in the next year or two, our works may be improved by a big step because of AI, and it will also bring more wisdom and happiness to everyone." ”
Gong Yu, founder and CEO of iQIYI
In the direction of content creation, Wang Xiaohui, Chief Content Officer and President of iQIYI's Professional Content Group (PCG), further shared his speech on the topic of "Little People Walk to the Cross Street". He believes that in the past few years, the works that can now empathize with the audience must be to make the story really fall on ordinary people and fall into each specific character. iQIYI insists on telling the fate of a small person under the big historical proposition that contemporary people pay attention to in the most popular way, and creates works that dare to touch the contradictions of reality, are closer to the people, and stand together with every ordinary person forever. Wang Xiaohui summarized iQIYI's creation methodology, relying on three standards, four major factions, four major strengths and four cost reduction and efficiency increase goals, iQIYI's dramas have achieved from the first to the only; Variety show content adheres to truth-seeking and amplifies the emotional value of young people; Film and entertainment industries are also paying more attention to the humanistic spirit.
Wang Xiaohui, Chief Content Officer and President of Professional Content Group (PCG) of iQIYI
At the same time, Wang Xiaohui stressed that in recent years, the mood of the times and the mentality of the public have been constantly changing, which in turn has led to changes in film and television creation. As can be seen from this year's hit film and television content, the grand narrative is being challenged. Wang Xiaohui believes that small people want to see themselves seen, rather than looking for confidence in their own lives from other people's lives. Only by placing content creation on ordinary people can we empathize with the times. He said: "The role of ordinary people is closely echoed by the times, and content creators should have a responsibility to create works that stand with every ordinary person forever, so that the aesthetic is raised by an inch and the mind is taken one step forward." "Next, iQIYI will further increase the competitiveness of the series through the three themes of National Drama, Oriental Fantasy and Justice Legend, as well as the two major brands of "Annual Joy Party" series and Misty Theater, bringing a rich variety of family works to the audience.
Innovative variety shows frequently achieve great results
Comprehensive N generation continues to make efforts to break the "curse" of the industry
In the field of variety shows, iQIYI has always taken youth, breakthrough and innovation as its core positioning, and continues to fulfill its responsibilities as a variety show, exporting positive values, emotional values and emotions. In 2023, iQIYI made frequent achievements in the field of variety shows, taking the lead in achieving innovation in all aspects from content to operation, and developing many industry "new gameplay".
Wu Gang, Senior Vice President of iQIYI
"Let's Farm", which aired in the first quarter of this year, became the "dark horse" of the year. The show immersively records the process of 10 teenagers turning the abandoned wilderness into idyllic poetry in 190 days, seemingly "unpopular" niche themes have occupied the top of the iQiyi hit list for a long time after their launch, and have been ranked first on the Weibo variety show influence list for 5 consecutive months, all the way to "counterattack" to become the annual hit, and create a super reputation, the program continues to output "positive energy", The show scored 8.9 points on the Douban platform, and was also awarded by the State Administration of Radio, Film and Television for excellent audiovisual works, nominated for the Best Variety Show at the 28th Magnolia Awards, and continuously tracked and recommended by more than 30 mainstream media such as People's Daily, Guangming Daily, and Southern People Weekly. In addition, iQIYI's long-term, full-link IP deepening operation model developed by iQIYI is also novel, making a major attempt in cross-platform media collaborative operation, providing content value, but also creating huge commercial value, helping to create a very positive brand image with the most favorable marketing methods, and also showing an excellent sense of corporate social responsibility.
Chen Wei, Senior Vice President of iQIYI
Following "Let's Farm", iQIYI will continue to explore this model, will develop a "reunion" and "Hello Farming Boy" on "Farm", and also announce at the conference that variety shows such as "Brave Island" and "Burning Moon" will appear one after another, and "Farm 2" will also be released surprised, and the above variety shows will also adopt long-term content expression and full-link operation mode to continue to explore innovation and upgrading space in an all-round way.
In addition, around the six themes of "youth, happiness, trend, passion, quality, love life", many innovative variety shows and classic IPs also appeared. The new original variety show "Youth Choir" will recruit students who love singing from nearly 1,000 colleges and universities across the country to join the "Choral Winter Camp", and help them unite into a powerful performance choir, impact the goal of "winning a world championship", and show the power of youth; "Unrepeatable" will create a music documentary reality show, covering three generations of musicians from old, middle and young generations, and telling the significance of music and musicians through ten issues and ten independent story chapters; "Trend Business Group" hopes to focus the public's attention on the "national tide", inherit the culture, and also strive to make the oriental aesthetic popular; "Unstoppable" competes for the "strongest body" through the high-burning competition format of 20+ physical fitness events, helping to spread national fitness awareness and create a "body idol"; "I Play Basketball in Hengdian" will present the life of the actor after the crew "gets off work" from a different perspective, bringing more "super after-sales".
Jiang Bin, Vice President of iQIYI
Chen Di, Vice President of iQIYI
Chen Xinyu, Vice President of iQIYI
Dong Xuanyu, Vice President of iQIYI, Head of PCG-Variety Business Center and Variety Show Planning Department
It is worth mentioning that 2023 is the 10th year since the development of iQiyi variety show, the platform has repeatedly broken the curse of "comprehensive N generation", once again proving that continuous innovation is always the only way out for comprehensive N generation, and many classic IPs released new upgraded gameplay at the enjoyment meeting. "Meng Detective 2024" will create an immersive world of "film and television comprehensive games" and open up camp gameplay, "bringing new happiness with a new formula"; The fourth season of "Hahahahaha" will start world-class travel, unlock more humanistic maps, "conspicuous bags" will also "ha" out of Asia, "ha" to the world, output more relaxed and pleasant emotional appeal; The third season of "Annual Comedy Competition" "continues to be twice as happy and fiercely funny"; "China's New Rap 2024" will also bring a stage worth looking forward to and comprehensively upgraded, and rekindle the summer.
Mi Wei founder and CEO Ma Dong
Che Che, the chief director of "Trend Business Group"
The three chapters cover multi-quality dramas
The Theatre of the Mist officially announced the return of the fourth season
In the first three quarters of 2023, iQiyi continued to deepen the boutique route, while exporting several popular works, opening the national drama "Crazy Road" with "Crazy" in the opening year, and then "Changfeng Du" and "Lotus Tower" chased after the victory, and the popularity exceeded 10,000, creating a national drama frenzy for three consecutive seasons. At the festival, iQIYI released the new follow-up dramas in the form of three chapters: "National Drama", "Oriental Fantasy" and "Justice Legend", plus two theaters, "Annual Joy Party" and "Mist Theater". Related topics quickly flooded the Internet, ranking at the forefront of the topic lists of major platforms, and the series is rich and diverse, gathering major popular themes and attracting all age circles.
Chen Xiao, Senior Vice President of iQIYI, introduced that iQIYI has previously created realistic masterpieces such as "Police Honor", "Wind Blowing Half Summer" and "Crazy" around this theme. Under this chapter, iQIYI will launch several works: the group drama "South to North" starring Bai Jingting, Jin Chen, Ding Yongdai and others focuses on the railway public security family compound in the 80s, witnessing the "variety of the world" from "a train" in a warm and humorous style; Starring Bai Yufan, Yu Hewei and others, "City within the City" may make up for the "gap" in financial workplace dramas, and is a realistic workplace drama that shows two generations facing the financial storm; "Long Wind and Breaking Waves", co-created by Wang Yibo, Li Qin and Wang Yang, will also serve as a new breakthrough in "spy war dramas", showing the financial turmoil during the Republic of China for the first time and presenting the legendary story of the first generation of red financiers; In addition, there is also "Going North", which shows the century-old cultural heritage of the Grand Canal, and the highly anticipated "Great Rivers 3" will be presented.
Chen Xiao, Senior Vice President of iQIYI
The chapter of "Oriental Fantasy" gathers a number of costume works that are highly anticipated by the audience. In the work "One Nian Guanshan", Liu Shishi and Liu Yuning will jointly interpret how the protagonists go to the mountains and rivers with love and righteousness, and the actors of the "fresh group" also filled the audience's curiosity at the pleasure party, they positioned the series as a "costume legendary road drama", and also revealed that the series will present rich content, "family affection, love, friendship, and home and country will be displayed"; The second work in the "Tang Dynasty Tricks" series "Tang Dynasty Tricks", the two-way rush to the fairy masterpiece "White Moon Fanxing", and the high-profile "Fox Demon Little Red Lady Moon Red Chapter" and "Fox Demon Little Red Lady Bamboo Industry Chapter" are also officially announced to meet the audience. In addition, there are many quality masterpieces, such as "Harbin 1944", "Lonely Boat", "Ball Lightning" in "Chapter of Justice", and "Crime Hunting Guide 2" created by the original cast are also worth looking forward to.
Liu Shishi, Liu Yuning
Liu Shishi, Zhang Yunlong
At the same time, Chen Xiao announced that the "Annual Joy Party" of the two theaters will bring 3 light comedies to the audience with 3 independent short plays; The platform ace label "Misty Theater" will also officially return in the fourth quarter, it is worth mentioning that this enjoyment meeting is the first official announcement of the Misty Theater, "Above the Clouds", "Twenty-One Days", "Staggered Scenes", "Oterior", "Invisible Shadow Boy", and "Three Team" were unveiled together, triggering endless expectations inside and outside the industry.
Ten diligent days
Youth driven, happy together. In the future, iQIYI will continue to pursue high quality and diversity of content, empower innovation with technology, continue to achieve "high-quality growth", and achieve "double happiness".