| In the history of the development of human society,film and television production activities began in 1895.After more than 100 years of development,it has become an important part of the Chinese cultural industry.In the current network era,traditional film and television production has been upgraded to network film and television production.New products and new phenomena have emerged,and the main industrial form is also shown as network video platform.Network film and television production is the result of the combination of science and technology and art.Studying it has not only artistic aesthetic value and theoretical significance,but also industrial reference value and practical significance.In 1995,Negroponte explained the basic concepts,trends and applications of information technology,clarified the impact and value of information technology and Internet on the times and people’s lives,and described a new way of thinking and life for us in Being Digital.In 1987,the Internet entered China.32 years later,the Internet,as predicted by Negroponte,has brought tremendous changes to people’s lives,it has not only changed people’s entertainment and life style,but also brought upgrade and change to the industrial economic market.This paper is a comprehensive and systematic study of network film and television production.From the perspective of history,film and television science,communication science,economics and other interdisciplinary disciplines,this paper combines principle deduction and comparative analysis,macro-research and case study to objectively sort out the origin,sprouting,birth and development of network film and television production,including industry foundation,era background,historical context and industrial pattern,etc.General production law,summarize the experience and lessons of the failure of some network film and television enterprises;on this basis,discuss and analyze its future development trend and development countermeasures.In addition to the introduction and conclusion,the key research contents are mainly distributed in Chapter 2 to Chapter 7.Among them,the second chapter explains the logical starting point,research category and other basic issues of the network film and television industry research.The third and fourth chapters are historical studies.From a historical point of view,we can trace the historical origin of the traditional film and television industry to the network film and television industry,and construct the historical process of the network film and television industry.The fifth and sixth chapters are realistic research,mainly on the current situation of the network film and television industry,the specific analysis of typical enterprises;the seventh chapter is mainly on the future development trend of the network film and television industry.The first chapter is the introduction,which clarifies the significance,current situation,content,theories,methods,basic concepts and main innovation points of the study.The introduction first explains the significance of the research.As one of the most representative emerging formats in the network era,the network film and television industry is highly concerned and loved by netizens.It takes the network film and television industry as an independent object to study.It has important academic significance for the expansion of the research fields of history,film and television,industry,communication and so on.It also has an analysis of the network film and television enterprises.Research and summary have important practical reference significance for enterprise development.Secondly,based on the review and analysis of the research literature,the main content,main theories and research methods and innovations of the paper are clarified.The second chapter is the analysis of the logical starting point and the problem threshold of the research on the network film and television industry,which is the basic problem of the research on the network film and television industry.From the history of human social development,science and technology,culture and art are important forces to promote social development.Film and television production is a typical representative of the combination of science and technology and culture.The logical starting point of the research on network film and television industry can be traced back to the deep connection between science and technology and culture.The specific historical stage is the connection between network science and technology and film and television culture industry.This connection is the basis of the emergence and development of network film and television industry,and also promotes the coordinated development of network science and technology and film and television industry.The activities and laws related to network film and television production belong to the network.Scope of research on the film and television industry.The third chapter is the retrospect of the historical development of traditional film and television production,mainly through the retrospect of the historical origin of film and television production,to clarify the origin of the problem.Film and television production activities are earlier than the emergence of cultural industry and network technology.Traditional film and television production activities are very rich,providing a large number of film and television products.With the concept of cultural industry put forward,the cultural attribute of film and television art is more obvious;with the popularization of network technology,network film and television production activities appear.Therefore,the study of the network film and television industry should begin with the study of traditional film and television production.At the same time,this chapter also analyses the utilization of traditional cultural resources in traditional film and television production.China has accumulated abundant cultural resources over the past five thousand years.There are 53 world material heritage sites and 40 representative works of human oral and intangible heritage in China.The traditional Chinese cultural resources represented by these heritage are valuable,the current production of online film and television benefits these high-quality resources.The use needs to be further improved.The fourth chapter gives a panoramic historical constructiotion of the development progress of the network film and television industry.The emergence of online VOD service in China in August 2001 can be regarded as the germination of the online film and television industry.In the past 18 years,network film and television industry has experienced four historical stages:barbaric growth stage,industry adjustment stage,industry development stage and rapid growth stage.The network film and television industry is the product of the development of film and television production to the network historical stage.The network movie,micro-film,micro-TV drama,network live broadcasting and other "network students" film and television products are the development of traditional film and television products.Moreover,with the integration into a deeper level,more and more new forms of film and television products will emerge.The fifth chapter is the analysis of the market structure of the network film and television industry.In the early days,Le TV and Cool 6 competed to go online.After many shuffles,only a few enterprises were left to support them.With the involvement of BAT,the Internet giant,China’s online film and television industry as a whole has formed a "tripartite" pattern in the field of long-term video,which is dominated by Youku,Aiqi Yi and Tencent video.In the field of short video platform,the"Warring States Period" state has been formed,which mainly focuses on the application of tremolo,fast hand and second shot.At the same time,the cross-layout of long and short video platforms,live video later came to the fore,and the traditional film and television culture enterprises have made great efforts to break through the encirclement and become the stirring force of the pattern of Chinese network film and television culture industry.The sixth chapter is to select the typical representative of the network film and television enterprises for analysis.Youku and other online film and television enterprises have formed their own development model around different focus and core.The seventh chapter mainly studies the development trend of network film and television industry and enterprise development countermeasures.At present,after shuffling the industry pattern from barbaric growth to horse racing enclosure,network film and television enterprises begin to compete in an all-round way.In the post-competitive era of network film and television industry,there are trends of content theme tending to the mainstream culture,production tending to copyright self-control,communication channels tending to multi-screen interaction,and profit models tending to diversified payment.In order to remain invincible in the era of pan-entertainment,the network film and television industry needs to improve its content production,deepen its resource utilization,change its business model and innovate its industrial structure.In 1985,Neil Bozeman,a researcher and critic of media culture,published one of his trilogy of media criticism,Amusing Ourselves To Death,which analyzed the transformation of American society from printing to television.It was concluded that the characteristics of public discourse power in society changed from rationality,order and logic to disengagement from context,superficiality and fragmentation.The phenomenon of public discourse appearing in the form of entertainment expresses its own foresight and concern,in order to warn the public to be alert to the monopoly of technology.In this book,Bozmann deeply analyzed the influence of new media,mainly TV,on people’s ideological understanding,cognitive methods and even the trend of social and cultural development,which is thought-provoking.34 years later,audiences at that time did not "Amusing Ourselves To Death".In the current network era,with the development of modern communication environment and network communication technology,the Internet has pushed "entertainment" to the journey of taking new media as the carrier.The TV era that Neil Bozman worries about has passed,but the new entertainment carrier computer,tablet,mobile phone,and even network TV continue to appear,and the content of network video production,network drama,micro-film,network movie,network variety,live show,electric competition,animation and all CCTV are indeed promoting the entertainment process of the Chinese people and even the people of the world.History seems to be still developing in the direction of "supreme to death" envisaged by Mr.Bozmann.Entertainment itself is not a monster of floods,but "Amusing Ourselves To Death" still needs to be avoided.Therefore,Neil Bozmann’s warning is in line with the current situation.However,it has important value and significance,and the development of network film and television culture industry should also prevent this possibility. |
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