By the end of 1980's, China had entered a new period of openness and reform, with new economic development, a rising standard of living and more contacts with the rest of the world. The international community has focused its attention on the results China has achieved in politics, economy, technology, culture and foreign relations. As the country's most advanced centre for economy, finance, technology and culture, Shanghai has taken a leading position in the Yangtze Delta region and in China as a whole.
THE FIRST FESTIVAL
Television services began in China in the late 1950's. After 30 years of development, China's television industry has matured. More than 400 [? ED: 900 terrestrial and over 1,200 cable] TV stations have been established. The output of teleplays and serials, for example, totals approximately 4300 [? ED: 5,600] episodes annually. Development, however, was hindered in the past because of restrictions on imported programmes and the market was limited to one or two-way exchanges. Until the mid-1980's, there were no international exchanges of television programmes.
Shanghai Television was one of the first local stations established and serves an audience of 100 million people in the surrounding regions. In 1986, STV underwent a fundamental reform of its programming strategy. As part of that reform process, the Shanghai Radio & TV Bureau devoted itself to introducing Chinese culture and civilization abroad and to inviting the world to learn more about Shanghai by creating the country's sole international television festival.
With the approval of the Standing Committee of the People's Congress of Shanghai, the highest legislative organization in the municipality, the first Shanghai TV Festival was born on December 10, 1986. At that time, it was called the Shanghai Friendship Cities TV Festival. Nearly 400 representatives from 23 different TV stations and production companies from 16 different countries and regions took part, together with local representatives from around the country.
Through exchange agreements, the festival received the broadcast rights for 17 feature films, 16 documentaries and 25 tourism programmes. The event caused a sensation throughout the country as this was the first time a TV station in China was able to broadcast such an abundance of international material in one concentrated week. Without doubt, the festival opened new windows for Chinese TV viewers. At the same time, participants were able to screen their programmes at venues provided for the festival. The event gave a tremendous boost to the potential for cultural exchange and cooperation.
On the basis of the success of the first Shanghai TV Festival, the Shanghai Radio & TV Bureau decided to hold the event once every two years, featuring different categories for competition, a programme market and a television equipment exhibition. Thus, the Shanghai TV Festival we know today began to take shape.
THE SECOND FESTIVAL
The 2nd Shanghai TV Festival in 1988 was in every way a genuine international event. As one of the biggest events for cultural exchange in Asia, the festival added an illustrious chapter to the annals of the Chinese television industry, particularly with the following three contributions.
First, the Magnolia Awards Competition was created for the Best TV Film, Best Documentary, Best Actor and Best Actress. The award is named after the city flower of Shanghai, symbolizing purity, justice and artistry which are also the objectives for excellence in the competition. In 1988, 130 programmes from 25 countries and regions took part.
At the same time, the festival opened the first international TV market in China. Nearly 500 programmes (3000 hours) were traded as commodities. The market not only provided an opportunity for Chinese TV stations to import quality programming, but also opened up a channel for Chinese productions to enter the world market.
An international exhibition for radio & TV equipment was also created. 40 manufacturing companies from USA, Canada, Germany, Switzerland, UK and Japan displayed advanced equipment, from walkman personal stereo systems to high-definition television products. Sales transactions at the exhibition totalled 1.7 million US dollars and 7 million RMB.
THE THIRD FESTIVAL
Two years later, the 3rd STVF was held from November 10th to 15th, 1990. Despite the disturbances during the spring and summer of 1989, the festival still attracted more than 1,200 representatives from 350 international TV stations and production companies.
The Magnolia Awards Competition attracted 206 entries and the preliminary and final juries were made up of 26 members from both China and abroad. 23 programmes were awarded Magnolia and Jury Awards or final nomination awards.
The International TV Programme Market and the Radio & TV Equipment Exhibition were both held at the newly-opened Shanghai Centre. After the opening, more than 1,000 visitors poured into the 4,000 square-metre hall and looked closely at all the products on display. Statistics revealed that 137 TV stations and production companies took part in the market and exhibition and that 1570 episodes (1185 hours) of programming were imported along with 100 hours of sports programmes and 88 hours worth of broadcast rights to televised soccer matches. Exported programmes amounted to 94 episodes (300 hours). During the five day equipment exhibition, in which 29 manufacturing firms set up display stands, contracts valued at 2 million RMB and 1.67 million US dollars were signed.
A new addition to the festival in that year was the TV Industry Seminar which brought together directors, editors and journalists to discuss trends for the future, new artistic schools, new theories and research. Approximately 1000 participants, including professionals from the TV industry, film critics, academics and drama professionals attended the nine seminars. The exchange not only strengthened cooperation among people associated with the television industry, but played an important role in the development of Chinese television as a whole.
The 3rd STVF entertained guests with a grand opening at the Shanghai Gymnasium and also included many complementary activities, such as a 12 day commodity fair that attracted 238,000 visitors and which generated sales valued at 14 million RMB. A World Celebrity Bridge competition was also held with players including Ms. Cathy Yang and Mr. Shen Junshan. Other events included an exhibition of stamp collecting and three congratulatory performances at the Shanghai Gymnasium, Yunfeng Theatre and Municipal Assembly Hall. All these events added to the main activities of the festival itself.
THE FOURTH FESTIVAL
The 1992 festival was held from November 7th to 12th. Not only was there an increase in numbers attending and expansion in the scope of the event, but there were also great improvements in the organization and content.
A total of 900 local and 709 international guests attended, the latter representing 400 TV stations and production companies from 35 countries and regions. The schedule included nine events, including the Magnolia Awards Competition, TV Programme Market, TV Industry Seminar, Radio & TV Equipment Exhibition, Opening Ceremony, Commodity Fair, International Film Screenings, Special Performances and Awards Ceremony.
With 200 journalists covering the festival, the Press Department of the Organizing Committee held 16 press conferences in addition to providing other press materials.
The Magnolia Awards Competition, composed of the preliminary and final selection process, included 167 entries from 28 countries and regions. At the Awards Ceremony on November 12th, the jury announced winners of 32 awards that included the Magnolia Awards, Jury Awards and Nomination Awards.
The International TV Programme Market was held at the Shanghai International Trade Centre from November 8th to 11th and covered an area of 1,800 square metres. 34 local and 24 foreign companies from the USA, Germany, Canada, Japan and other countries participated. A total of 60 import and 80 export contracts were signed for TV programmes while 90 import and 28 export contracts were signed for video rights.
A number of participants attended the TV Industry Seminar, including Mr. Wilfred Groote (Secretary General of the Monte Carlo TV Festival), Mr. Nobuo Shiga (Chairman of the Japan Council for Better Radio and TV), Mr. Tokuro Tazaki (Director of the Institute of Journalism and Communication Studies, University of Tokyo), Dr. Judith Marlane (Chairwoman of the Radio, TV and Film Department, California State University) and Mr. Zhong Chengxiang (Deputy Chairman of the Chinese TV Art Committee). They were invited to give speeches on TV production, growth in TV broadcasting, language issues and trends in the development of American documentaries.
Screenings of programmes and films featuring well-known TV personalities were also part of the seminar, which included a presentation of the award winning production from the Cannes Film Festival "The Stolen Children" produced by RAI of Italy.
The International Radio & TV Equipment Exhibition took place from November 8th to 12th and was held in the Intex building in Shanghai. The 3000 square metre area was divided into halls representing Japan, H.K., Europe and China. More than 30,000 visitors attended the exhibition and overseas transactions totalled 5 million US dollars. The main products displayed at the exhibition were digital recorders, TV cameras, tape recorders and digital games.
THE FIFTH FESTIVAL
The 5th STVF was held from November 12th to 17th, 1994. Attending that festival were 1,600 domestic and overseas guests representing 584 TV stations, TV companies, film companies, advertising corporations, communication enterprises, equipment manufacturing companies and performance organizations from 39 countries and regions.
As the most important activity of the festival, the Magnolia Awards Competition benefited from international involvement. 176 programmes from 29 countries and regions were entered into the competition. The panels were made up of 20 well-known TV and film personalities from Singapore, Pakistan, Korea, Japan, USA, Russia, Switzerland, Germany, Canada, France and China. 34 nominated programmes, 7 grand award winners and 1 jury award winner emerged from the seven month selection process. The award winning programmes were widely acclaimed not only for their excellent artistry, but also for their extraordinary ideology. The selection process of the Magnolia Awards was recognized as scientific and fair by all those involved, whether regular entrants into competition or first time participants.
The International TV Programme Market always plays an important role during the festival and about 120 film & TV organizations from 20 different countries and regions participated in the 4th STVF. The market covered a total space of 1,200 square metres and generated imports amounting to 112 episodes (720 hours), which rises to 200 episodes if transactions concluded between overseas companies are included. Meanwhile, programme exports reached 250 episodes (over 2000 hours). There were three main highlights at the market. First, overseas TV stations and companies were enthusiastic about the Chinese TV market. The booth space they rented was greater than that of domestic companies, occupying 70% of the total space. Second, world famous TV stations and companies showed greater interest in participating than smaller companies. ABC, NBC and TBS from the USA, NHK Japan, ZDF Germany and the Russian Film Studio were among major foreign exhibitors while CCTV, Beijing TV, Guangdong TV and Sichuan TV of China also set up their own stands. Third, based on the previous one or two-way trade, the exhibitors started to develop multilateral trade, which achieved popularity among all participants.
Like the Magnolia Awards, the TV Industry Seminar represents the artistic standards of the Shanghai TV Festival. In 1994, 10 celebrities were invited to give speeches and the activities included seminars and screenings. The topics of the seminars were "Adoption of New Technology in TV", "Development of Cable TV", "Television Programming and Management", "Radio & TV Industry in Shanghai", while TV professionals paid most attention to "Current Trends and Future Prospects for Cable TV". Those giving the lectures on "Radio & TV Industry in Shanghai" included not only the president of the Shanghai Radio & TV Bureau, but also presidents of TV stations and radio stations, offering a good chance for Chinese and outside TV partners to exchange their ideas. The other part of the TV Industry Seminars concentrated on the arts of creation, directing, acting, photography and editing based on the screenings of eight classics films from Europe and USA.
The International Radio & TV Equipment Exhibition covered an area of 3100 square metres and all 54 stands were rented almost immediately by 55 domestic and overseas companies. The 4-day exhibition received nearly 30,000 visitors with the transaction volume reaching nearly 7 million US dollars and 9.6 million RMB. Some renowned companies rented booths and displayed the world's latest radio and TV products. During the exhibition, JVC from Japan reflected its great strength by displaying W-VHS high definition cameras for the first time. Also for the first time, Shanghai Radio & TV Bureau formed a team to participate, making sales valued at 9.6 million RMB. The technical conference, which used to be a purely commercial advertising venue, developed into a forum for high level professional seminars at which 12 lectures were delivered to almost 700 enthusiastic listeners.
The Opening Ceremony left deep impressions on the more than 3000 guests for its original conception, tremendous momentum and for displaying the great progress due to China's openness and reform as well as expressing the Chinese people's longing for a peaceful environment all over the world. With the Oriental Pearl Tower (Asia's tallest and the third tallest in the world) as the background, the Opening Ceremony broke new ground by locating the stage outdoors, opening a new way in organizing an international cultural event.
In the Closing & Awards Ceremony, the results of the competition were announced to the public on the spot by international jury members. Nominees were invited to the Ceremony to pick up the awards and diplomas.
THE SIXTH FESTIVAL
The 6th Shanghai TV Festival held from November 9 - 14, 1996 received totally 1997 guests from 37 countries and regions around the world, and consolidated its position as a highly standardized and specialized event in the TV industry. At the time the festival was founded, its contents were restricted only to International TV Program Panorama and Program Exchange on mutual benefit basis. Alongside with expansion of business scope, the 6th STVF formed and fixed an organizational structure of four main activities which proved their high standard and specialization during the development.
"Magnolia Award" International TV Program Competition was the earliest international media award established in China. The festival has formed a complete and scientific organizing methods, which have been constantly acclaimed by the entry companies, jury and the press, to preside over the procedure from compilation of the strict rules, entry calling, establishment of the selection committee, invitation of the preliminary jury and final jury, to fair and serious evaluation of every entry program. In order to uphold fairness and artistry, none of the 20 members on preliminary and final jury served in any jury committees before. They are not only prestigious professionals in the trade, but also theoretical specialists in the TV academy world. For the objectiveness and justness of the competition, the Organizing Committee invited two experts from local press onto the preliminary jury board and selected programs through the journalists' unique appreciation. On the 6th STVF, totally 197 entries from 98 companies of 29 countries and regions (59 TV films and 138 documentaries) were received. After examination by the Selection Committee from Radio, Film & TV Bureau of Shanghai Municipality, 99 entries which amounts to 50.3% of the total submissions (31 TV films and 68 documentaries) matched with the regulations of "Magnolia Award Competition". Through secret ballot by the 10 preliminary juries from 5 countries, 28 programs (15 TV films and 13 documentaries) were nominated for different categories of awards. And after the evaluation of 10 final juries from 8 countries, 9 standard awards and 2 jury awards were announced.
Though the International TV Academic Seminar was the youngest among the four main activities, it has become a resort of numerous TV people and made impressive progress. Centering around the theme "TV - Meeting The Challenge of the 21st Century", the seminar on the 6th STVF comprised three lectures, "Development of TV industry in the 21st century", "How to handle tradition in a modern society with fast-changing conceptions", and "How cooperation between TV and film fortifies Shanghai's TV industry in the lead up to the 21st century". The Organizing Committee also arranged two pragmatic and stylish feature discussions: "Producer & Market" elaborated on the heated topic of modern TV market; "Arts and technology in advertising" focused on the Japanese advertisements and explored the arts in producing contemporary commercials. The special screening of the respectable Japanese documentary master Mr. Junichi Ushiyama's works attracted hundreds audience and touched the heart of every attendant. As a specialized activity, this year's seminar embodied four characteristics:
1) A high level of discussion. Being experts in the TV industry themselves, the lecturers applied their theoretic knowledge to the idea-changing of TV people and caught the attention of the top management.
2) The farsightedness in topics and contents. NHK's Director General of Broadcasting Technology, Mr. Toshiro Fujiki's introduced on the world-leading technology "Virtual Studio & Non-linear System" .
3) Combination of technology and art. In nowadays TV world, pure art and pure technology has already been replaced with artistic technology implementation and technical expression of art.
4) Diversity. The seminar emphasized not only theoretic exploration, but also practical appliance and operation.
Evolved from a buyer's market to a seller's for the first time, the ever prosperous International TV Program Market became the largest market of its kind in China by presenting booths of 145 companies. The originally decided 3,000m2 space was fully booked before deadline. The Organizing Committee had to increase halls to narrowly meet the exhibors' demands. But the standard was never lowered. The organizer's service by strictly checking on every exhibitor's legal identity and every deal's necessary legal authorization was highly acclaimed by both domestic and overseas participants. The market on the 6th STVF was participated by 145 companies from 19 countries among which the Chinese Cable TV Association, the Audiovisual Media Marketing Initiative Europe (AMMIE) and European Association for the Support of TV Programs Exports were all joint organizations which were co-participated by dozens of independent companies. According to incomplete statistics, the total transactions and transaction intentions amounted to US$ 2,345,000 (RMB 19,460,000) from 496 TV programs of 1827 episodes and 1390 hours.
The International Radio & TV Equipment Exhibition was held under fierce competition. The organizers thoroughly estimated existing problems and difficulties, analyzed past success and shortcomings, improved the service by learning from the lessons, and paid more attention to overseas promotion. It was widely acknowledged by the participants that, although several same kind exhibitions had been held in China within the year, STVF still organized such a large radio and TV equipment exhibition whose quality and scale were by no means inferior to the others. Inviting the world famous Reed Exhibition Company as its cooperator, the festival held two press conferences at London International Cable TV Equipment Exhibition and the well-known NAB and received very warm feedback. Taking up 5000m2 space, the exhibition was participated by 69 companies of 7 countries. According to incomplete statistics, the total transactions reached US$ 7,210,000 and RMB 10,130,000, the transaction intentions reached US$ 5,760,000 and RMB 16,600,000. Attended by 180 domestic and foreign representatives, the International Broadcast & TV Technology Seminar invited senior experts from USA and Japan in radio and TV industries to give lectures and exchanged technology theses by 15 local and overseas specialists.
The greatest features of the 6th STVF are the centralized registration and integrated payment setting. This computerized registration system geared up STVF's service with international standards and remarkably increased efficiency. The festival made all guests feel a big step forward by adopting this refined centralized registration system.
THE 7TH SHANGHAI TV FESTIVAL
The 7th Shanghai TV Festival was held in Shanghai from November 7 to 12, 1998, which became not only the largest TV exchange event in China but also the greatest one since its foundation in 1986. It received totally 3538 guests from 35 countries and regions representing 1224 companies and TV stations. Attending that festival were 2828 domestic guests (80%) and 710 foreign guests (20%).
The Magnolia Awards International TV Program Competition. There were totally 219 entries (83 TV films and 136 documentaries from 109 companies of 30 countries and regions from all over the world, among which 51 entries were sent by 33 TV stations from 19 provinces in China. There were two reforms in competition. One was that a selection Committee was organized to replace the original selection group and preliminary panel. At last, 15 TV films and 26 documentaries were chosen from 219entries and delivered to the international jury panel for their final judge. The other was that adjustment was made to awards. In the TV film category, Best Supporting Actor and Best Supporting Actress were replaced by Best Screenwriter and Best Technology. In the documentary category, Long Documentary and Short Documentary were divided into Documentary in the field of Humanities and Documentary in the field of Nature respectively. After judgement by 10 jury members from 8 countries, 15 awards were presented to 12 works from 9 countries, including Germany by 4, China by 3, Poland by 2, Italy, Britain, Iran, Israel and France by 1 each.
The International TV Program Market became an unprecedentedly grand occasion. Taking up 8200?O, the space doubled the previous one. The biggest booth took up 400?O and 85% of the booths appeared with special decorations. There were 140 exhibitor from home and abroad and 26 companies purchased programmes on the market. 11438 programs (series) took part in the exhibition. The total transactions and transaction intentions amounted to 3327. European and Korean ones figured in all the foreign programmes, taking up 20% of the transactions.
The international Radio & TV Equipment Exhibition took up 6200?O, increased 24% compared with the previous one. 1/3 of the 83domestic and foreign exhibitors took part in the exhibition for the first time. Transactions of overseas participants reached 5,000,000US$ and the transactions of domestic participants reached 60,000,000RMB. The total value amounted to 100,000,000RMB. Centering on the theme of "the technological development of digital TV", the seminar discussed the subjects of the selection of digital TV mode, digital network technology, digital satellite TV and digital cable TV, etc. The attendants of the two-day seminar were experts with high level, wide scope and professional knowledge. The number of the participants reached 500, with 16 theme reports and 24 theses.
8 experts gave lectures on the subject science seminar, covering the influence of digitalization and Internet upon TV; European TV programme market in America, interactive TV; market investigation and research upon TV audience's interest on programmes; the developing trend of TV programme industry home and abroad. With its excellent contents, various forms and full preparation, the seminar became one of the hot spots during the festival. The venues were fully occupied with audience exceeding 1000. The seminar aroused deep thinking of all the participants. In the seminar of Junichi USHIYAMA and His Documentaries, the screening of his works stroke a sympathetic chord among the audience.
THE 8TH SHANGHAI TV FESTIVAL
The 8th Shanghai TV Festival was held from October 24 to 29, 2000, which attracted 1487 film & TV organizations, news agencies and companies from 47 different countries/regions. During the festival, the organization committee of TV Festival held 29 special events and hosted 4118 guests (including 1031 guests from abroad).
The festival is composed of "Magnolia Award" international TV program competition, international film & TV market, international radio, film & TV equipment exhibition and international film & TV academic seminar.
The 8th Shanghai TV Festival received 413 entries (TV movie and documentary) sent by 279 companies from 43 countries/regions. After pre-selection, 14 TV movies and 25 documentaries were selected as "Magnolia Award" competition programs. After strict judge by international jury panel made of ten TV experts from Korea, America, Switzerland, Japan, Canada, Russia, France, Germany and China, 14 awards were given to 15 programs from 8 countries at last.
THE 9TH SHANGHAI TV FESTIVAL
General Introduction | International Jury | Award | Poster
|
