网络视频的生态融合与跨界赋能

Ecological Integration and Cross-border Empowerment of Online Video

随着5G即将商用普及,传播经历的迭代悄然加速,视频表达正当时。2018年,网络综合治理体系逐步完善,治网管网法规不断细化,管理措施针对性和时效性更强,一系列组合重拳治理顽疾,网络视频行业日渐风清气正,服务大局的意识和能力显著增强和提高。网络原创节目中,爆款网络剧数量骤减,大IP搭配流量明星的传统模式失灵,内容的终极价值回归;含有不良内容的网络电影数量显著减少,量减但质量提升明显;网络综艺精品频出,题材创新成果显著,泛娱乐向泛文化内容升级。总体来说,网络原创节目用户关注度与内容质量成正比,主流化、价值化已成行业共识。短视频迎来行业大爆发,用户规模已与网络视频不相上下,价值观开始引领算法,各大平台正经历一轮品质和价值革命。

With the popularization of 5G technology,the iteration of the communication has quietly accelerated,which is the right time for video expression.Since 2018,the comprehensive nework governance system was gradually improved,the regulations on network governance and management were continuously refined,the management measures were more targeted and time-sensitive,a series of powerful measures were implemented in resolving obstinate problems,an upright and clean atmosphere was gradually formed in the online video industry,and the awareness and ability of serving the overall interests were significantly enhanced.In online original programs,the number of hit online drama has plummeted,the traditional mode of combining influential IP products with online celebrities has failed,and the ultimate value of content has returned.The quality of online movies is obviously improved as the number of online movies with objectionable content has decreased significantly.Highquality online variety shows came out frequently and the innovations of subjects were remarkable,and the pan-entertainment upgraded to the pan-cultural content.In general,the level of user interests of online original programs is more proportional to the content quality,mainstreaming and value-orienting have become the consensus of the industry.The short video industry booms as its user scale has kept pace with that of the online video.The values have begun to lead the algorithm,and the major platforms are undergoing a round of quality and value revolution.