In recent years, state departments of attention and support, especially to support the development of animation industry inter-ministerial joint conference system was established, China's animation industry has made considerable progress, shape animation industry has come from outside the main process to switch to self- Original-based, the emergence of a group of outstanding animation companies and animation products, the domestic animation market rapid expansion. In particular, in volume terms, China has become the world's largest animation producer. However, the more at this stage of development, the more we must be soberly aware that China's animation industry is facing from quantity to quality transformation of the test. This is not only the industry, and government departments in the animation industry's support means to put forward new challenges.
Recently, the central government with the support of the Ministry of Culture, Administration of Radio, Press and Publication Administration jointly issued a "declaration of national animation quality engineering work," (see the newspaper on August 2 edition reported), from August 1 to September 30, the three ministries will also receive the local application appeared in the "national animation quality engineering," the application materials, through reporting and assessment, support and funding quality of animation creation, production, promotion and dissemination.
It is noteworthy that both the central government, or culture, broadcasting, publishing three ministries, the way has the innovation to support not only the selection criteria will focus on animation brand value chain, and integration of considerable administrative resources, changing the funding formula, and change after the subsidies for the development platform to build industry-depth screening good projects, leveraging financial resources through the role of social capital to attract investment, generate linkage effects, which launched with the full value of the animation industry chain development of products and brand, thus changing the shape of China's animation industry, boost the transformation of the animation industry. This also means that the industry department in charge of China's animation industry support has entered a substantive stage.
For the first time to focus on the creative pre-industrial support
Under the "notice" requirement, legally incorporated in China, engaged in the business of animation products and domestic production of legal entities can be declared the project of animation and creative works mainly support outstanding products and excellent animation. Among them, the animation creativity is the basic animation with the image of the role of setting, plot arrangement, the maturity of the design idea of the scene, and has become operable and industrial development value of the implementation. Animation products with independent intellectual property rights refers to, January 1, 2009 after the creation, production, developed for television animation, animated movies, comics, anime publications, new media, animation, cartoon performances and animation image.
It is noteworthy that, different from the past, due to more emphasis on product and image of the entire value chain, quality engineering for the first time will include a pre-selected range of creative, showing the new features. In this regard, the National Network Operations Director Xie Yunpeng animation industry, said the previous government support, mostly for the "finished product" to, and are in fact support, in fact, a good story and a good idea is the soul of anime is able to get by from the market test is one important factor, it should be neglected.
According to the survey data show that in 2010 China produced a total of 385 domestic television cartoon 220,530 minutes, 5.16 times in 2005, has replaced Japan as the world's largest producer of animation. And capacity building in the domestic animation creation, while China's animation products in the creative aspects of animation with the world powers still a big gap. Therefore, the fine works will include pre-selection and support the creative scope of practice if they can become the norm, is expected to emerge out of a number of industrial value creativity, but also attract more talent to the creative force in animation to work.
In response to this provision, quality engineering, the official said, fine works of excellent animation and creative support, aims to support and encourage more and better artists, especially innovative SMEs into the animation industry, excellent excitation cartoon image, cartoon brand, animation products, attract strong investors animation industry, animation industry chain to promote better cooperation of upstream and downstream businesses.
In this regard, the Shanghai Animation Industry Development Center, chairman of the Joint Zhang Tianxiao pleased to tell reporters that the animation quality project launch is very timely, very necessary. "Creativity is the soul of a cartoon work, the current lack of creative talent we are too." Zhang Tianxiao that focus on creativity itself, that is, from the initial stage to start the animation industry, small and medium greatly stimulated the enthusiasm of the creation of the animation business.
Famous cartoon image of the founder of Chen Zhang box Gray believes that the idea of a good quality engineering to animation image as the center to co-ordinate the program, from the simple pursuit of the "quantity" of production, and now focus on "quality" to improve shows that the more professional way of financial support, more respect for the law of development of animation industry characteristics.
Leveraging state funds to support social capital, build industry platform
"Notice" clearly states that the Ministry of Culture, SARFT, GAPP will declare the project's ideological, artistic, creative and brand-oriented, market-oriented, industrial value of the organization of expert review, and finally by supporting the development of animation industry member inter-ministerial joint conference final. Meanwhile, the "notice" means financial support are listed: the Ministry of Culture, SARFT, GAPP will be based on assessment results to determine the amount of financial support, and award-winning industrial marketing platform to build the project, organizing outreach activities to strengthen protection of intellectual property by supporting the project.
It is understood that "national animation quality project" changed in the past financial capital subsidy scheme for the animation industry, the way most of the past take the form of ex post incentives or subsidies, and the main purpose is through the selection of excellent animation projects and animation products, the industrialization of its depth to build a development platform. From this side, the financial resources to support the industrialization of the most important function is to build the platform.
Reporters in access in recent years, the policy of supporting the animation industry found that the government expropriated for the animation business for free office space, free utilities, eliminating the cost of business-related taxes; Ministry of Finance and State Administration of Taxation jointly issued in 2009 to support the animation industry development of the tax policy, specifically the domestic animation industry in value-added tax, corporate income tax, sales tax, etc. ... and enjoy the tax benefits of the regions corresponding with the support of the animation industry award funds. However, like the "Notice" in the reference to "build the winning project to promote the industrialization platform", but also the first time.
Zhang Tianxiao told reporters before the state of the animation industry by supporting the establishment of local multi-way park, but construction of the park close to the animation industry chain is not a close environment, a lot of support is not well implemented. The project to fully take into account the industry chain, the combination of art and the market, effectively protect the interests of SMEs, and more SMEs to establish confidence in the development of animation industry.
"In this project, the government will create a investors, producers, and other authorized parties docking platform composed of industry, or the incubation platform for access to quality engineering work related awards, will be able to direct the docking platform in mutual cooperation. "Xie Yunpeng that" the platform for most SMEs is a good opportunity from a long-term development perspective to solve business or project funding, marketing channels and other issues, to help enterprises to form self-development capabilities. "
When asked about such a docking platform for the creation of the animation business, what kind of impact the production and role, some experts told reporters that the first platform for creating a relatively fair and reasonable competition, as long as the market has truly meet the needs of animation work, are able to get the opportunity on this platform, so that the development of enterprises to follow the market rules of survival, will enable companies to produce more quality work. Also to many early entrepreneurs and opportunities, because they have good ideas and good projects, there is the possibility to win success, venture capital and lower the threshold. Second, the works of more targeted. Industry to build the platform, means the formation of a unified market demand platform in the early stage of writing can be a clear positioning works to prevent blindness and ensure proper use of funds. Third, producers can be more focused on the development works carried out. Docking platform by industry, so that different nodes of the chain to do their business good thing. This can solve the production of corporate finance, market development, licensing and other issues, can focus on content production, improve the quality of work. The platform structures, an expression of the functions of government itself tends to be more targeted to service-oriented changes, China's animation industry is actively solve problems in development.
Focus on animation products value chain, cultivating a good market environment for development
"Notice" requirement for application materials, creative animation and animation products are required to provide "promotional program" and "industrial marketing program," these two aspects. This declaration of support material in the former is not.
Interview, the fine works to the reporter stressed that "national animation quality engineering" is an important evaluation criteria is that animation project or animation products value chain exists, whether the animation works fine for in-depth projects or the development of industrial value .
The reason to have such support means of innovation, but also from the recent development of China's animation industry from the full consideration of the animation projects and products are sufficiently competitive. Some experts said that such an approach more in line with the market development of the law to ensure the scientific nature of industrial development.
"This project is not to support the assessment and payment of funds as the ultimate goal, but through reporting and evaluation, animation product to further promote the brand, market and industry in the review after the Ministry of Culture, together with the relevant authorities and agencies established by the animation industry chain composed of leading enterprises in the production committee, finance, banking, insurance and other financial institutions, investment companies, funds and other social capital component of the Capital Committee, by the advertising companies and advertising needs of the companies formed a brand licensing committee, and was road shows to support businesses to develop, through the Tripartite Commission program for business promotion, industrial marketing programs for selected, recommended to the animation industry chain leading enterprises, and the Capital Market, collaborate on projects. "The person in charge of quality engineering the specific operation of that description Road. "I hope the Government can assist the creation of animation quality, and look forward to reporting from the project found that good ideas and good creative achievements by the good company, and ultimately complete the full chain of development."
"This excellent project for the animation industry, it is a continuous improvement, continuous maturation process and it is not just for the quality assessment of the project and work is important in the future, the value of the animation industry can be expected the results to appear. "Mr Gray said so.
"The starting point and focus of the project is to address the animation industry, currently facing problems, changes in weight yields, quality light industrial status quo, from the source to create animation quality, excellent enterprises and projects as a platform to promote a mature industry chain. In other words, the final selection out of the boutique will have industry results. "boutique works official stressed.
The reporter in the Fan
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