With the listing of Reading Group to become an online text platform with a market value of 100 billion, companies with hot IPs have now become the darlings of the capital market. As a rising star, NetEase Wenman, although it is still unable to compete head-on with other large platforms in terms of the number of top IP and the upstream and downstream linkage of the industrial chain, just like NetEase's products can always find unique ways to attract users, NetEase Wenman also tries to find a new path in the exploration and operation of online IP.
On March 30th, the Good Story Training Camp and the First Advanced Training Course for Chinese Internet Writers sponsored by NetEase Wenman were held in Hangzhou. A total of 66 trainees participated in this training camp, these students are not entirely from the NetEase Literature Platform, but also from other platforms such as Zongheng Literature, Chasing Wave Literature and other recommended excellent authors. During the four-day training camp, the trainees received a number of targeted courses involving creation and IP operation, including online literature creation, gamification and film adaptation of literature, and online text copyright operation, at the China Internet Writers Village in Hangzhou Baima Lake.
In the case that top IP has become a scarce resource, by cultivating and discovering more online authors who are at a medium level, it is natural that the next platform side needs to consider the problem. As Fan Shaoqing, general manager of NetEase Literature and Comics Division, said at the press conference: "Our project is aimed at the backbone and new generation of online writers at present, bringing them professional IP creation training, helping them create more high-quality fresh original content that can be directly used for development, and also allowing online authors to know how to meet the requirements of adaptation and meet the needs of the entire entertainment industry in story creation." ”
For today's online authors, on the one hand, they need to be able to maintain continuous output, and on the other hand, they need to consider how to maximize the value of their own IP. The current film and television industry's demand for IP is obvious to all, but not all online texts can be painfully converted into film and television content. For rich and wayward film and television companies, spending money to buy IP is often not a problem, and how to effectively adapt it to present it in the most suitable form is a difficult point. This is also a problem that this training camp hopes to solve, that is, to make online creators more professional and systematic, so that their creations can be more suitable for subsequent development.
Therefore, at the first good story training camp, the organizer invited senior people in the fields of domestic literature, film and television, games and animation to form a professional mentor group, adhering to the principle of "practical and practical", and providing professional and practical training for creators. These include Zhong Chengxiang, chairman of the China Literary and Art Critics Association, Wang Xiang, member of the Online Literature Committee of the China Writers Association and member of the Chinese Writers Association, producers and planners of various games/mobile games on NetEase, Chen Qiuping, secretary general of the Screenwriters Branch of the Beijing Filmmakers Association, Zhang Yongchen, a well-known screenwriter and writer, Li Jiewen, head of the Weekly Theater of Oriental Satellite TV, and well-known online literary writers, such as Feng Lingtianxia, Yueguan, and Squid who loves diving.
Fan Shaoqing believes: "Our curriculum includes both a professional writing knowledge system and a professional development path guide. We will tell these new creators that the criteria for judging a high-quality literary work in the IP industry have changed, a good story needs to have a wealth of derivative development value, traditional writing concepts and standards need to be updated, and they will receive a new professional creative knowledge and methodology that meets the requirements of this era. ”
As a student, Jiang Ion, a writer who has been insisting on the road of online text creation for 15 years, believes that although she is not the first time to participate in similar training activities, for online writers who are all fighting for themselves, such a training camp provides opportunities for authors of different topics to communicate in addition to professional learning. Her work "Old Mama Youxi" has reached follow-up cooperation with publishing houses and film and television companies through the platform of NetEase Wenman, as an author who is engaged in creation on multiple platforms, she mentioned that the cooperation with the platform side is more concerned about the trust and sincerity of the other party.
In recent years, the online author rights protection incidents that have aroused heated public opinion actually reflect the lack of systematic understanding of the protection of their own creative rights and interests in the case of the continuously high value of IP. In the morning course on April 2, the training camp invited experts engaged in film and television culture and law to train the trainees on how to sign copyright contracts, how to understand the terms of the contract, and how to protect their rights and interests after infringement. Jiang Ion also mentioned that although she has heard a lot of similar courses, for many online authors, these contents are actually what they should master.
In addition to offline teaching, NetEase Wenman is also promoting the opening of training content to more creators. During the tutor's teaching, NetEase Wenman will record all the teaching content and share it in the form of video courses on platforms such as NetEase Cloud Classroom in the later stage, so that more content creators can benefit. In addition to the video form, the course content will also be output in the form of text, audio and other forms on the NetEase Snail Reading, NetEase Cloud Music and other platforms, and will be shared with the wider range of creative enthusiasts, truly achieving the purpose of maximizing the value of the project.
In an interview with Interface Entertainment, Fan Shaoqing also said that the four-day training camp may not produce too many immediate results, but the most important thing is to give the current creators a platform for communication and display, avoiding everyone behind closed doors. At the same time, he also said that such a training camp will form a long-term plan, and the trainees will be trained from more different dimensions in the future, so that these authors can better understand the entire industry chain from the back end.
Obviously, when NetEase Wenman tries to improve its own IP industry chain, the first consideration is to start from the source, and the future including animation adaptation, film and television adaptation will become its involved areas, from the cooperation between NetEase Wenman and Marvel Comics last year, we can also see their ambitions. At a time when major entertainment giants are trying to achieve the development of the whole industry chain, NetEase Wenman is also continuing to explore along this path.