New technologies are accelerating the iterative upgrading of the audio-visual format.
[Prospect of the 2nd China International Audiovisual Conference]
After more than 80 years of mottled changes, from the once quaint audio-visual archive to the cool audio-visual museum, with policy guidance, technical iteration and value expansion, how can audio-visual formats such as radio and television inherit the red spirit, grasp the pulse of the times and explore the path of industry development and innovation-
New technologies are accelerating the iterative upgrading of the audio-visual format.
At the moment when the media field is constantly changing, the cutting-edge technology represented by intelligent audio-visual technology constantly derives new value through innovation, cross-border and integration, giving traditional industries lasting vitality and endogenous motivation. Recently, the first warm-up activity of the second China (Beijing) International Audio-visual Conference-Radio and Television Journal Forum was held in Beijing by combining online and offline. Participants discussed and exchanged ideas from three parts: historical records, museums and industry imagination around the theme of "from audio-visual archives to audio-visual museums". The forum was hosted by Beijing Radio and Television Bureau, and co-organized by Beijing New Vision Development Center (Beijing Audio-visual Archive) and Zhongguancun Digital Culture Industry Alliance.
1. Explore historical records and renew the spirit.
From scratch, from small to large, in the long history, red radio and television has become an important part of the party’s cause, and gradually established an all-media communication system with strong communication, guidance, influence and credibility. "Red broadcasting and people’s broadcasting are red radio and television genes formed in the struggle against the enemy. They adhere to the banner of the party, the will of the party, and the direction of the party." Zhu Yannan, director of the Development Research Center of the State Administration of Radio and Television, said that this "red gene in the bones" requires strict adherence to the party’s propaganda discipline and work discipline, loyalty to the cause of the party and the people, and serving the people wholeheartedly.
"The theme of the century-old party history is to strive for the great rejuvenation of the Chinese nation. The theme of the 82-year struggle history of red radio and television is to continuously consolidate the party’s news and public opinion and publicize ideological and cultural positions and contribute to the great rejuvenation of the Chinese nation." Zhu Yannan said that the spirit of red radio and television has been passed down to this day, and the historical facts are richer, and the initiative has been used to promote the development of radio and television from beginning to end.
From audio-visual materials to the construction of audio-visual museums, it has promoted the redevelopment and utilization of local resources. Under the background of digitalization, from the perspective of local chronicles, how to compile "Radio and Television Chronicles"? According to Zhang Hengbin, deputy director of the Party History Research Office of Beijing Municipal Committee and Municipal Local Records Office, local records are an important carrier of regional historical and cultural resources, which not only has the functions of "preserving history, consulting politics and educating people", but also strengthens the collection of historical data of local records from the perspective of being responsible for history and future generations, which is also an important data support for future digital construction.
During the forum, Liu Shufeng, a participating editor of Beijing Radio and Television Annals and deputy editor of China Radio and Television Yearbook, shared his understanding and thoughts on compiling local chronicles based on his personal experience, and put forward important suggestions from three aspects: return, expansion and inheritance. He believes that the compilation of local chronicles is a process in which social memory or industry collective memory is created, revised and recorded, and equal attention should be paid to the achievements and processes. "Both the book itself and the production process during the period have very good positive significance."
In Liu Shufeng’s view, under the background of the transformation and upgrading of local chronicles, we should not only pay attention to the results and process, but also examine the function of local chronicles in condensing professional ideas and spirit in the process of constructing local memories, for example, how to condense the identity of radio and television people.
"In the century-old history of China Radio and Television, Beijing Radio and Television has occupied an important position and played an important role. From the research point of view, it is very necessary and urgent to conduct historical research on Beijing Radio and Television Annals in theory, academically and practically. " Lu, director of Peking University Audio-visual Communication Research Center, believes that from the objective point of view, radio and television research is based on facts, pictures, data and objects; In terms of comprehensiveness, the historical materials of radio and television research should be rich and should be planned in advance; In terms of innovation, the content, research methods and technical means of radio and television, as well as the extension of value mining, have explored a new path for the integration of Industry-University-Research.
2. Intelligent audio-visual, intelligent cultural.
For cultural heritage, the museum is an important carrier integrating research, collection, protection, interpretation and display. At present, the Media Museum is the first national-level comprehensive media museum in China, which integrates media cultural relics protection, media history research, media cultural communication, media literacy education, media science and technology exhibition and media art exchange.
"From the perspective of the development of international museums, it is an important means and channel to guide social forces to promote the development of museums, which is also one of the important driving forces in the construction process of university museums." According to Wu Zhiyong, deputy director of China Media Museum, in the future, the Media Museum will play a more active role in national popular science education and university museums, further deepen the protection of media cultural relics, media academic research, media cultural exchange and media art exchange, become a center for cultural and cultural personnel training and cultural exchange, better serve the actual needs of the national strategy of the education industry, and gradually build a national-level media historical, cultural and artistic exhibition platform.
He also mentioned that on the one hand, storytelling, research, experience, community, characteristics and leisure are the important directions for museum construction in the future. At the same time, with the development of technology, intellectualization has become an important direction in museum construction or research, and it needs to be considered from the top-level design.
With the continuous development of the 8K ultra-high-definition video industry in Beijing, the channels of all links in the industrial chain, such as 8K ultra-high-definition technology innovation, content production, equipment research and development, scene construction and service bearing, have developed significantly. Sun Fenghu, director of Beijing New Audio-Visual Development Center (Beijing Audio-Visual Archive), shared the planning idea of Beijing 8K Art Museum, which gave full play to the historical value of ancient buildings through the protective use of the construction of Hengqin Wangfu. On the basis of protecting the Wangfu building, we will set up an 8K audio-visual experience area, an 8K ultra-high-definition works library, and an exhibition on the development of smart broadcasting and digital video.
"As a relatively well-preserved ancient building in Beijing, Hengqin Wangfu will build an industry museum on this basis, which is also a direction for the development of Wenbo." Bi Jianyu, director of the Museum Department of Beijing Cultural Relics Bureau, also suggested that the core value of the museum of ancient buildings remains is the original protection, which requires that in the use of cultural relics, the bearing capacity and bearing capacity of cultural relics should be fully considered in combination with the state and mode of use. In terms of specific construction, he suggested that by creating an interactive and immersive museum, people can unconsciously feel the charm of the integration of history and new technologies.
3. Innovative mode, serving the public
In the round-table discussion session of the forum, the guests imagined the construction of China Audiovisual Museum, and discussed the future development of the Audiovisual Museum under the guidance of technology from the perspective of public service platform construction. Pan Guolin, vice president of China Radio and Television Design Institute, believes that the construction of China Audio-visual Museum should not only meet the above definition, but also reflect the positioning and attributes of the capital and play a leading role in the whole country. At the same time, the audio-visual museum should build a science and technology center and a research center with functions such as storage, data access and popular science.
The epidemic has brought great impact to museums all over the world, and forced the museum industry to adjust and change its future development route in time. Pan Guolin suggested that in the post-epidemic era, audio-visual museums should combine online and offline, professional and public, and display and experience. Audio-visual is both real and virtual. It belongs to the media, but it can’t completely replace the media. Culture should empower audio-visual technology and means, produce its own core, and avoid becoming a vassal of the industrial chain. 5G is helping the smart audio-visual industry to release more potential. In the future, it can integrate emerging technologies such as metauniverse and blockchain, and accelerate the digitization of audio-visual museums with the opportunity of digital economy.
"I hope to make the China Audiovisual Museum an experiential fusion museum with the core of experiencing science and technology and the layout of technical content and ecological chain." Li Jiazhen, Secretary-General of Zhongguancun Digital Culture Industry Alliance, proposed that the audio-visual museum can create an immersive virtual space for consumers by linking physical space and cyberspace, using more advanced audio-visual equipment, and integrating technologies such as virtual human, moving capture system and digital twins in the meta-universe, so as to sit and watch the stars and feel the beauty of audio-visual.
At the same time, the barriers in different exhibition areas should be eliminated, and the exhibition, experience, activities and commercial areas should be laid out, so as to leave enough space for the whole venue, which is convenient for the flow and update of the exhibition content, keep up with the needs of emerging consumers, break the routine and broaden the boundaries of audio-visual communication.
"For example, the commercial area is mainly to link new retail and service industries, such as restaurants, water bars, bookstores and other themes, to stimulate the consumption of derivatives in museums, and to promote the virtuous circle of the replacement of high-quality content in museums and the interaction of external visitors." Li Jiazhen said that while satisfying customers’ customized consumption needs and perception experience, it will stimulate the cultural and creative income around the museum and drive the development of the enterprise market.
New technology empowers the new scene of audio-visual industry, and the audio-visual industry should also meet the new needs of audio-visual culture through public services. The reporter learned that Beijing Radio and Television Bureau has put forward two key activities for the new audio-visual public service, one is "audio-visual zero distance" and the other is the construction of audio-visual small stations. Among them, the "Beijing Audio-visual Zero Distance" new audio-visual public service activity launched in 2021 explores new modes of radio and television and online audio-visual public service under the new situation, and constantly meets the people’s new needs for audio-visual life and public cultural services; The construction of audio-visual station is an important carrier of "zero distance" of public service and new audio-visual. The Audio-visual Museum takes the flagship store of audio-visual station as the technical support platform and service platform for the construction of audio-visual station.
"The audio-visual museum should change from a traditional closed place to a space to guide the audience to experience actively, actively adapt to the needs of the masses and provide more services with rich resources." Qin Xudong, director of the Science and Technology Department of Beijing Radio and Television Bureau, was deeply touched by this. (Reporter Yao Kunsen, Li Mengzhu)
Source: Guangming Net