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随着网络视频市场的快速崛起,微电影由于其体量小、传播速度快、门槛低,迅速成为网络传播的主体。2012年,原国家广电总局颁布了《关于进一步加强网络剧、微电影等网络视听节目管理的通知》,明确鼓励视频节目服务机构生产、制作、播出优秀网络剧、微电影、专业类视听节目。越来越多的影视专业人员和机构正在参与微电影、网络剧的创作,使得视频的质量越来越高。在市场、政策的双重驱动下,如何应对这一新的挑战,央视发展研究中心梳理总结了近年来微电影市场发展状况,并提出对策建议。
With the rapid rise of online video market, microfilm has quickly become the main body of network communication because of its small size, fast propagation speed and low threshold. In 2012, the State Administration of Radio Film and Television promulgated the “Notice on Further Strengthening the Administration of Network Audiovisual Programs on Internet Dramas and Microfilms”, explicitly encouraging video program service agencies to produce, produce and broadcast outstanding online drama, micro-film and professional audiovisual programs . More and more film and television professionals and institutions are involved in the creation of micro-movies and online dramas, which make video quality higher and higher. Under the dual drive of market and policy, how to deal with this new challenge, CCTV Development Research Center combs and summarizes the development of micro-film market in recent years and puts forward countermeasures and suggestions.