On April 23, at China World Hotel, Beijing, the 2024 iQIYI World Conference arrived as scheduled. At the event site, popular IP booths such as "New Rap 2024" and "My Altay" attracted many guests to stop and interact;
Implementing the spirit of the National Propaganda, Ideological and Cultural Work Conference, accurately grasping the coordinate positioning of the development of the film and television industry in the new era and new journey, and further emphasizing the ideological, epochal, and technological nature of the industry's development are the distinctive features of the 2024 iQIYI World Conference. The year 2024 is an important node for the 10th anniversary of the implementation of the strategy of becoming a cyber power, and it is the common mission of the cultural and artistic circles to further unite the strength of the entire network audiovisual industry chain and show the high-spirited spirit of the film and television industry. The theme of this conference is "Work together to create a better future", which is a response to the topic of promoting the high-quality development of the industry.
What kind of development environment is the film and television industry facing?What new opportunities does the consumption inflection point bring to the entertainment industry?How to continue to output high-quality and diversified content?How to embrace change and dance with AI?...... At the main forum, Gong Yu, founder and CEO of iQIYI, Wang Xiaohui, chief content officer of iQIYI, and Liu Wenfeng, chief technology officer of iQIYI and president of infrastructure and intelligent content distribution business group (IIG), shared iQIYI's layout and thoughts on the development of the industry from different levels such as industrial ecology, content creation, and technology empowerment.
Consumption inflection point, iQIYI's "new idea"
"A country or a region, per capita GDP is greater than 10,000 US dollars per year, which is a consumption inflection point, a good news, and gives us more space. At the main forum, Gong Yu not only shared the new opportunities brought by the inflection point of consumption to the entertainment industry, but also introduced iQIYI's future planning in terms of content positioning, content production, "one old and one small" service, market space development, and business model innovation.
The integrity and innovation of content is the key for iQIYI to continuously enhance the influence of the platform and lead the high-quality development of the industry. In the future, iQIYI will continue to pursue high-quality and diverse content, so that good content will become the driving force for the development of the industry. At the same time, iQIYI will continue to promote scientific and technological innovation, promote the quality and efficiency of the industry through AI empowerment, especially generative AI, and continue to lead the online audiovisual industry to achieve new breakthroughs.
In the face of the declining birthrate and aging trend of the population, iQIYI will strengthen the service of "one old and one young" population. Gong Yu said that in the past 20 years, Internet products have been shouting slogans to serve young people, but now the "sunset red" industry is a "sunrise" industry, and we should think more about how to make products and services suitable for middle-aged and elderly people; iQIYI provides clean content through kiwi fruit TV"Children's mode" and the mobile Qibabu App,The interface is also more suitable for children,Let parents feel more at ease。
Continuously expanding the market space is an important channel for online audio-visual platforms to seek new market increments. Gong Yu said that the era of dividends from the domestic film and television industry and the Internet industry relying on horse racing and population growth has passed. In the future, on the one hand, the film and television industry should dig deep into the domestic market and continuously improve the quality of film and television works, and on the other hand, it should actively seek greater growth space, that is, expand overseas business. "Although as a cultural product, film and television output is facing certain difficulties, but with the continuous development of China's economy, the film and television industry will also usher in greater development space in overseas markets. ”
Innovative business models are a powerful driving force for the sustainable and high-quality development of online audiovisual platforms. Gong Yu believes that in addition to traditional advertising members, technological innovation has given the industry the opportunity to overtake in corners. Driven by generative AI (artificial intelligence)-led technology, content derivative business is also the focus of future business model innovation. Finally, Gong Yu called for uniting all forces that can be united to combat piracy, optimize cooperation, and create an industry ecology of common prosperity.
Two new theaters are coming soon
"If the ceiling can't be opened, the floor will be pierced", in the keynote speech, Wang Xiaohui used a humorous tone to express the difficulties and pain points faced by the current film and television industry. Wang Xiaohui shared his innovative experience in content creation, the development history of the film and television industry, the current creative trend, and iQIYI's innovative practical experience in content creation.
In Wang Xiaohui's view, the times have changed and the industry has iterated, but the emotional cycle of the audience affected by the cycle of technology and economy has not changed, the mutual vigilance between artistic pursuit and commercial box office ratings has not changed, the quality of internationalization has not changed, and the way of storytelling has not changed.
"The film and television industry has entered the era of 'downward empathy and upward creation', and we must firmly believe that our audience base is large enough, and if we break this ceiling, we still have a broad world. Wang Xiaohui believes that in terms of the empathy ability of single works, the greatest common divisor of empathy comes from single products of film and television, far exceeding other art forms. At the same time, the popular works that can make most audiences empathize come from realistic themes.
In Wang Xiaohui's view, "downward empathy and upward creation" is to walk on two legs, one leg is the warm realism that has always been advocated to promote truth, goodness and beauty, and the other leg should introduce critical realism to lash out at the false and ugly. Both are realistic reflections on ordinary people's pursuit of a happy life.
For a long time, iQIYI has been deeply engaged in realistic themes and constantly expanding the dimension of content creation. At the forum, Wang Xiaohui announced that iQiyi will launch two new theaters, "Everyone Theater" will adapt the works of literary masters into film and television dramas, express their literary thinking through images, and will launch "Chinese Taoli", "Father and Son", "Diaoyu City", "Plains Guest", "One Day and Three Autumns", "Children of the Melon-eating Era", "South Store", "Starry Sky and Half a Tree", "Happy", "Two Beijing Fifteen Days", "Great Doctor", "North", "Dengchun Platform" and many other works; My Altay" and other works will be launched one after another.
"We have to be brave enough to create. Wang Xiaohui encouraged film and television creators to express their unique understanding of society in a combination of critical realism and warm realism, and to dare to break themselves, accept new expressions, and dare to use new technologies such as AIGC to make it a tool for the next leap in the film and television industry. "Creators have to define themselves, don't let go of themselves, and dare to be ruthless to themselves. ”
Embrace AI to improve new quality productivity
In 2024, the ability of AI-generated video technology is increasingly strengthened, and AIGC technology is penetrating all aspects of the film and television industry at a faster speed. To drive the improvement of film and television production efficiency with technological innovation and promote the film and television industry to enter the next golden age, is a topic that iQIYI is actively exploring and practicing.
"Excellent creativity and excellent aesthetics are scarce resources in the AI era. At the forum, Liu Wenfeng shared the practice and achievements of AI in artistic creation, as well as his thoughts on the continuous empowerment of AI technology in the future of film and television industrialization. In his view, the emergence of generative AI mainly empowers creators in two aspects: on the one hand, the speed of acquiring knowledge is accelerated and the learning ability is enhanced, and on the other hand, the creative efficiency is improved, the production capacity is greatly increased, and the generation ability is enhanced.
At the same time, Liu Wenfeng predicts that the power of generative AI to reshape the industry may be reflected in three levels: it is possible to give birth to super individuals, who will break through the creative limits and make popular models more "popular", will make personalized value more prominent, and may also accelerate industry iteration, accelerate the update of user preferences, and greatly shorten the trial and error cycle.
In the era of technology, AI technology can help content producers better carry out pre-layout and improve efficiency. iQIYI has accumulated many years of experience in AI-enabled content. At the meeting, Liu Wenfeng shared iQIYI's current application of AIGC technology in planning, production, publicity and distribution, so that the industry and the market can see what path AI is taking to promote the leap in the productivity of film and television entertainment content. According to Liu Wenfeng, iQIYI has been maintaining technology investment, including cloud computing, big data, Unreal Engine, etc., among which the very important intelligent production system is iQIYI's virtual production, the platform has developed IQ stage's virtual shooting system, which contains a lot of core technologies for shooting, and has executed several successful film and television drama projects in the past few years. "Virtual shooting is based on a digital asset library, and in the past few years, iQIYI has begun to lay out and build its own digital asset library, which is used for AI training materials and can generate more rich assets. ”
Regarding the sense of panic and crisis brought by AI, Liu Wenfeng remains optimistic. In his view, the real positioning of AI is to enable every creator to have new quality productivity, "Generative AI is a lever and an amplifier that amplifies everyone's creative ability and the value of the works created." In the era of AI, let's be a wind chaser together. ”
As a brand activity of iQIYI, after eight years of "iQIYI World Conference", it has always maintained a keen observation and in-depth insight into the development trend of the industry.
On April 24th, a number of summit forums, including iQIYI Children's Industry Innovation Forum, iQIYI Animation Content Sharing Conference, Co-creation of Film Content Summit Forum, iQIYI Large Screen Marketing Session, iQIYI Literature 3rd New Power Conference, and iQIYI iJOY Joy Overseas Session, will continue to go deep into various fields of the film and television industry, discuss the opportunities and challenges of future development with industry colleagues, and promote the high-quality development of the film and television industry.
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