On April 26th, Tencent Video “Super IP Release Day” appeared at the 14th China International Animation Festival. On the launch day, with the theme of “burning Chinese animation”, dozens of heavy IPs covering the two sections of Youth and Man Animation were released, and many works were announced. In this release, “Douro Continental” as the first national penguin film and television, the second quarter announced the end of this year, “Our Dragon Temple’s live treasure legend” “Shu Ke and Beta” and other classic IP has also been reawakened, for children The animation is heavily weighted. Zhuo Chao, deputy director of the Propaganda Department of the Hangzhou Municipal Committee, Secretary-General of the China International Cartoon and Animation Festival Executive Committee, and director of the China International Cartoon and Animation Festival Exhibition Office also attended and delivered a speech. .
At the release site, Wang Juan, the chief editor of Tencent Video and senior vice president of Penguin Films, said that Tencent Video will continue to promote animation and quality, mobilize the power of the whole industry, and form a super-ecological chain with animation as the core to create more High quality domestic animation IP. .
(Tencent video editor-in-chief, Peng Juan, senior vice president Wang Juan).
Youthful country, children’s animation Qi force, head IP appeared in succession.
Tencent Video is committed to producing high-quality content. With its super-popular IP and high-quality production, it has delivered a lot of explosions for the Chinese animation market. At the scene, the director of Penguin Film and Animation Studio, the editor of Tencent Video Animation Center, and the director of the operation of Little Penguin, and the editor of Tencent Video Children’s Channel, Qi Bin, respectively released a number of heavy IPs in the Youth League and Children’s Animation. .
(Director of Penguin Film and Animation Studio, Editor-in-Chief of Tencent Video Animation Center, Yuan Yuanyuan).
The Youth League has launched a number of masterpieces, including the adaptation of one of the “2017 Excellent Online Literature Original Works”, an adaptation of the “Perfect World”, adapted from the famous writer Ergen’s fairy tales “,” and Penguin’s first sci-fi masterpiece “Devouring the Starry Sky” created by the top animation team at home and abroad, these countries will impress the youth group with a unique world view and a hot story line. In the work that announced the finalization, the popular second season of “Douro Continent” will be launched in December this year. This is also the first national year of Penguin film and television production, and the long-term companion keeps youth more and more. According to the popular novel, “Magic Dao” was settled in the summer of July, Pengu Film and Tencent Games Aurora Light Studio jointly launched the top IP “Snow Eagle Lord” will open roaming linkage new gameplay, animation and games are expected this year Meet the audience for half a year. .
(Director of Operation of Little Penguin Park, Editor-in-Chief of Tencent Video Children’s Channel).
The children’s animation board is equally pleasantly surprised. The excellent works of “Animal Choir”, “The Legend of Wulong Academy”, “Shu Ke and Beta” and other qualities will become the focus of parents. “Animal Choir” is jointly produced by CCTV Animation and Penguin Film and Television. It uniquely draws on the embodiment of musical dramas, and opens a musical dream-by-dream journey with different styles and colorful music, completing the type of animation theme. Another innovation and breakthrough. “The Legend of the Living Dragon of Wulong Academy” “Shook and Beta” is the childhood memory of generations. Yan Youxiang personally took the title of “The Legend of the Living Dragon of Wulong Academy” animation system to ensure that the original essence is not lost, and to create classic memories. The two “national mice” from the “Fairy King” Zheng Yuanjie plan to re-visit the audience in 2019. .
Multi-category deepens the content layout, and the “collection order” stimulates the creative power of the industry.
The Chinese animation industry is welcoming the “best era”. As an important part of the youth cultural carrier, the values, outlook on life and worldview of animation will have a profound impact on the growth of young people and children. How to make the mainstream core values organic Infiltrating into the audience has become an issue that needs to be considered. To this end, Tencent video innovation exploration, deepening the content layout, through multi-dimensional expansion and full category release, to meet the individual needs of different users, and demand-oriented, to stimulate the industry “source” power.
Under the new work released by Youth Guoman, there are three categories of “诵 classic, burning today, creating the future”. From the past to the future, the wisdom of different eras has been refined. In the published works of Guo Man, the “Perfect World” that inherits the essence of Chinese classical mythology ingeniously conveys the beauty of the classics and fully restores the artistic charm of ancient myths. “The Advent of the Heavens of the Red Army” is based on the contemporary, and the high-burning picture of the people’s hearts and blood is the highlight of the work. In the future setting, there will be such an imaginative space as “Devouring the Starry Sky”. With cool sci-fi style and futuristic stories, the audience will be led to fly the imagination and break through the unknown. Countries of different categories are coming to the forefront, providing young people with a variety of choices. .
For the children’s group, Tencent Video launched three major themes: “Classic Reburning, Accompanying Care, Growing Puzzle”. “The Legend of the Living Dragon of Wulong Academy” and “Shook and Beta” refine the core of the excellent culture that will not be outdated, and awaken the classic IP in a way closer to the current environment of children’s growth, and also evoke precious memories of generations. Animated works such as “Little Deer Almond”, “Dou Le Children’s Song” and “Bean Le Guoxue”, which are both fun and learning, are born for “accompanying” preschool children, effectively making up for the vacancies of Chinese parents who are not accompanying their children. The adventure animation “Super Bear Costume” will also be launched in the second season, and the positive energy protagonist will “grow” with the children. Tencent video allows animation to penetrate all aspects of children’s growth, teach life and knowledge in a fun and educational way, and build a good childhood in a relaxed atmosphere. .
On the day of the release, Penguin Film and Television also launched the “China Good Story Animation Collection Order”, set up a reward fund, funded the original OVA project, and continued to provide quality spiritual food for the contemporary youth. From last year’s Guofan “Baibu Project” to today’s “Collection Order”, Penguin Film and Tencent Video will continue to stimulate the creative power of the industry, foster new strength for the industry, and promote the creative transformation and innovative development of Chinese excellent traditional culture. .
Featured IP development system escort, sharing IP value bonus.
In the past two years, Tencent Video has successfully created a number of super IPs, such as “Break the Sky”, “Full-time Master”, “The Legend of the Living Dragon of Wulong Academy”, etc., not only the content is solid and high quality, but also the commercial performance is very bright. Supported by its backing is Tencent Video’s unique IP development system, which is the development of the whole industry chain with the core of boutique IP. In the process of IP introduction, production, dissemination and realization, it realizes the connotation empowerment step by step. Quality empowerment, influence empowerment and business empowerment. .
On the day of the release, Wang Ying, general manager of Tencent Video Commercialization, explained the operation process of this IP development system to the guest system and further clarified the future business cooperation landscape. At the source of content, Tencent Video is based on insights into the industry, users and categories, tapping potential IP, introducing the classic head IP represented by “The Legend of the Living Dragon of Wulong Academy”, and also bringing together the “Super Bear Costume” This is a vertical split IP of different ages and categories. Holding high-quality IP, Tencent Video and Penguin Television are two-wheel drive in operation and venture capital, and they are connected with industry partners to continue to build quality products. In this mode, they have successfully launched the national masterpieces such as Douro Continent. At the same time, relying on Tencent Group’s social, entertainment, live broadcast, e-commerce, multi-screen, information integration of the distribution matrix, Tencent video in the downstream of the industry chain, from the core users to spread the pan-entertainment users, to maximize the potential of communication. In the IP realization stage, Tencent Video provides customized authorization methods and marketing strategies for different IP content features, so that the second element succeeded in breaking the wall three times. In addition, for children and young people, Tencent Video also launched a targeted integrated marketing of Family Fun, as well as online and offline linkage “O2O” marketing, the content of the realization of the perfect match with the needs of partners. .
(Wang Ying, general manager of Tencent Video Commercialization).
Tencent Video’s IP development system focuses on boutique IP and creates an industrial chain that can fully utilize the advantages of all parties and be fully closed in the field of animation to realize the growth of Tencent video and business partners. It is worth mentioning that the release of Tencent Video and a number of partners reached a commercial authorization cooperation, officially established Tencent Animation Marketing Alliance, and praised Chinese animation. The Super IP Symposium on the afternoon of the release day also provided a business docking platform for all parties to share the super IP value dividend. .
In the face of the rapid growth of China’s animation market, Wang Juan, the chief editor of Tencent Video and senior vice president of Penguin Film, said that Tencent Video will strive to establish cooperation with more Chinese animation original forces with the most open attitude, and build an animation industry ecology with all walks of life. . Tencent Video will continue to strengthen the development of the whole industry chain with animation as the core. Through close cooperation with upstream and downstream partners, we will open up the eco-chain of animation industry, and will continue to adhere to the boutique route and incubate more high-quality domestic animation achievements to help outstanding The success of Chinese animation in the field of commercialization has boosted the development of Chinese animation.