Core Viewpoint - The Chinese television and film industry is facing significant challenges, with a call for a return to content quality and long-term strategies for sustainable development, as highlighted during the "2025 Hengdian Film and Television Festival" [1][3]. Industry Changes - The number of television and online drama releases has drastically decreased from 752 in 2019 to 281 in 2024, representing a decline of over 60% in five years [3]. - Television stations are experiencing reduced purchasing power, while online platforms have shifted from "IP grabbing" to "copyright control" [3]. - The industry is facing content dilution due to competition from short videos and micro-dramas, alongside creative stagnation caused by strict subject matter regulations and lengthy review processes [3]. Policy Insights - The "Broadcasting and Television 21 Measures" aims to rejuvenate the industry with four core principles: 1. Return to content with a focus on "script-centered" production, emphasizing the importance of solid storytelling [4]. 2. Rebuild the ecosystem by promoting diverse content forms, encouraging the creation of realistic and historical themes while reducing idol and crime dramas [4]. 3. Optimize governance by enhancing review transparency and adopting a "bottom line + profit-sharing" revenue model to reward quality works [4]. 4. Advocate for long-termism in production, emphasizing the need for thoroughness at every stage of creation [4]. Future Outlook - Hengdian is positioned as a historical landmark for Chinese television and a frontier for new ecological practices, with a call for industry professionals to shift focus from chasing short-term gains to cultivating quality content over the long term [4].

Core Insights - The 2025 China Broadcasting and Television Quality Creation Conference emphasizes the importance of scriptwriting in the film and television industry, advocating for a "script-centered" approach to content creation [1][2] Group 1: Shift to Script-Centered Production - The industry is transitioning towards a "script-centered" model, refocusing on storytelling rather than just traffic-driven content [2] - Industry professionals recognize that compelling storytelling is essential for creating works that resonate across time and drive the industry towards higher quality and diversity [2] - Liu Heping, President of the China Television Drama Screenwriters Committee, highlights the need for realism in storytelling to reveal deeper cultural and psychological truths [2] Group 2: Empowering Screenwriters - High Xuan, Vice President of the China Television Artists Association, calls for the establishment of three key rights for screenwriters: script finalization, interpretation, and editing review [2] - There is a push for improved evaluation mechanisms by video platforms and a call for respect for original works, emphasizing quality over individual recognition [2] Group 3: Originality and Character Development - The roundtable discussion on "IP Adaptation and Script Innovation" underscores the significance of originality in scriptwriting, with creators stressing the importance of character development [3][4] - Wang Xiaoqiang, a prominent screenwriter, notes that the allure of original scripts lies in their unpredictability, which can exceed audience expectations [3] - Lu Min, a professor at the Central Academy of Drama, emphasizes that strong character creation is foundational for effective storytelling [3] Group 4: Adaptation from Literature to Film - The adaptation of literary works into film requires a focus on using cinematic language to convey the story effectively [4] - Actors emphasize that a good script and character are crucial for their performance, allowing for a more natural portrayal of roles [4] - The importance of connecting historical narratives with contemporary audiences is highlighted, ensuring relevance across different age groups [4] Group 5: Future Trends in Long Series - The future of long series is expected to showcase unique aesthetic styles, with a rise in "author-style series" that reflect the distinct artistic vision of writers and directors [4] - The ongoing creation of series like "Tang Dynasty Strange Events" indicates a commitment to maintaining the longevity and vitality of IPs through innovative storytelling [4]

Core Viewpoint - Mango TV has shown resilience in its core business, achieving a revenue of 9.063 billion yuan and a net profit of 1.016 billion yuan in the first three quarters of 2025, while optimizing its business structure [1] Group 1: Financial Performance - The company reported a year-on-year increase of approximately 11.08% in average monthly active users for Mango TV from January to September [1] - Advertising revenue showed signs of recovery, with a year-on-year increase in the third quarter, continuing the positive trend from the first half of the year [1] - The operating cash flow remained healthy, with a net cash flow of 674 million yuan for the first three quarters, representing a year-on-year growth of 307.14% [1] - By the end of September, the company's cash reserves exceeded 13 billion yuan, providing solid support for future investments in content, technology, and new business initiatives [1] Group 2: Strategic Focus and Business Development - The company has strategically reduced its traditional e-commerce business and is focusing more on the development of Mango IP derivative products, leading to a decline in traditional e-commerce revenue [2] - The integration of "culture + technology" is a key strategy, with increased investment in quality content and research and development, although this has led to a rise in costs for the internet video business [2] - Upcoming major shows such as "Living as if in a Drama" and "The Voice of China" are expected to attract significant market attention, with advertising budgets likely to recover [2] - The new music talent show "Sound of Stars" is anticipated to generate considerable buzz and has the potential to become one of the most influential cultural IPs of 2025 [2] Group 3: Industry Outlook - The implementation of the "Broadcast and Television 21 Policies" is expected to facilitate the release of accumulated dramas across platforms, shortening review cycles and promoting capital turnover [2] - The company aims to strengthen the "script-centered system" to optimize cost structures in the medium term [2] - Long-term strategies include the series development of dramas to enhance production stability and IP value potential, with the industry expected to recover under the new policy cycle [2]

Core Viewpoint - The regulatory policy for long dramas is shifting from strict regulation to a balance of relaxation and deepening, with a more diversified and refined regulatory approach. The implementation of new broadcasting regulations is expected to promote content supply innovation, leading the industry into a virtuous cycle in the future [2][5]. Background Review - The rise of short dramas, represented by platforms like Hongguo, has intensified competition for long dramas, leading to tightened budgets in the downstream sector. This has accelerated the clearing of supply in the upstream sector but has also affected the stability and creativity of content creators [4][6]. - The supply side of the long drama industry is gradually stabilizing after a period of adjustment, with a focus on quality improvement and diversification of genres. The overall number of new dramas is expected to stabilize starting in 2024 [4][14]. New Regulations Observation - The new broadcasting regulations aim to foster content supply innovation, providing a friendly environment for content creation. The key to future development lies in the impact of supply changes on user retention. Short-term benefits include the release of backlog dramas and shortened review cycles, while medium-term strategies focus on optimizing cost structures through a "script-centered" approach [5][34]. - The long-term outlook suggests that series development will enhance production stability and IP value potential, with the industry likely to recover under the new policy cycle [5][37]. Industry Trends - The long video platforms are increasingly focusing on exclusive dramas and member content, with membership revenue becoming a core income source. For instance, in 2024, membership revenue accounted for 60.8% and 24.4% of total revenue for iQIYI and Mango TV, respectively [23][24]. - The supply of costume dramas, a significant genre for young female audiences, has shown a recovery trend after a decline from 2019 to 2022. The proportion of costume dramas in the top 10 popular dramas has exceeded 40% in recent years [27][28]. Policy Background - The regulatory framework for the video drama industry is evolving from strict regulation to a more relaxed and detailed approach, with the implementation of new measures aimed at enhancing content supply and innovation. The new regulations emphasize improving the efficiency of review mechanisms and expanding content categories [32][33]. Future Development - In the short term, the release of backlog dramas and shortened review cycles are expected to facilitate cash flow and stimulate industry recovery. In the medium term, a focus on script quality and cost management is anticipated to improve production efficiency [34][36]. - Long-term strategies will likely involve a shift from standalone hits to series development, enhancing the stability of production and maximizing the potential of IP value through diversified derivative products [37][39].

Core Insights - The article emphasizes the importance of humility and connection to reality in creative work, particularly in the film and television industry, to resonate with audiences [1][5] - It highlights the critical role of a strong script as the foundation of any successful production, advocating for a "script-centered" approach [1][3] Group 1: Script and Storytelling - A good script must be deeply rooted in real-life experiences and relatable values, avoiding superficial portrayals of life [2][4] - The concept of "hooks" in storytelling is essential; a compelling narrative should keep the audience guessing and engaged [2][3] Group 2: Direction and Production - The director's role is crucial in balancing emotional intensity and allowing actors creative freedom, which can enhance the overall performance [3][4] - Producers should focus on long-term value and quality over short-term trends, ensuring that the content resonates with genuine audience interests [4][5] Group 3: Audience Engagement - Understanding audience preferences is vital; creators should avoid repetitive themes and instead explore "blue ocean" opportunities that fulfill unmet viewer desires [4][5] - Casting decisions should prioritize suitability for the role over mere popularity, as audiences are increasingly resistant to forced star power [4][5] Group 4: Resource Allocation - Investment in quality production elements, such as script development and practical effects, is essential for enhancing the final product's quality [5] - A supportive creative environment, bolstered by policies like the "21 regulations" from the broadcasting authority, can foster better storytelling and production practices [5]