To Enrich People’s Spirit with an Audio-visual Feast and Pioneer the Industry with Professional Insights

The 29th Shanghai Television Festival (STVF), spanning five days, commences today. It is hosted by the National Radio and Television Administration, China Media Group, and the Shanghai Municipal People’s Government, and organized by Shanghai Municipal Administration of Radio and Television and Shanghai Media Group, with co-organization by the Administration Committee of Lin-gang Special Area of China (Shanghai) Pilot Free Trade Zone, and special support from Shanghai Lingang Special Area Investment Holding (Group) Co., Ltd.

The main events of the 29th STVF include Magnolia Awards for International TV Programs, STVFORUM, STVF MARKET, and the International TV Showcase section, which will serve to enlighten industry professionals and enrich the public with artistic nourishment. The Magnolia Awards Ceremony, among them, will be held on the evening of June 28 at the Lingang Performing Arts Center.

Highlights:

Expanded Scope of Submissions,

Showcasing Excellent Works from Home and Abroad

This year, the Magnolia Awards have maintained a high standard in film submissions, expanding cooperation with television institutions in India, Australia, Turkey, and other countries beyond the existing framework. The number of participating countries has increased from 49 to 57, covering all five continents, with nearly a thousand audiovisual works submitted from home and abroad, marking the highest number in recent five submission periods. In the TV Drama (China) category alone, approximately 190 Chinese dramas have been submitted. The number of foreign dramas has risen from nearly 110 last year to nearly 170, a 53.7% increase. There has also been significant growth in submissions for documentary and animated films, with an increasing proportion of overseas entries year by year.

Correspondingly, this year’s Magnolia Awards jury boasts an array of distinguished experts: following his role as Jury President of the TV Drama (China) section at the 21st STVF in 2015, renowned director Yan Jiangang returns to lead the jury. He will be joined by actress Hai Qing, art director Han Zhong, writer and literary critic Li Yuesen, director Yang Lei, and actor You Yongzhi, collectively selecting outstanding works that embody the creator's style and spirit of the times in Chinese TV drama.

Six foreign jury members from the UK, France, India, the Netherlands, and Japan will also join the panel: for the TV Drama (Foriegn) category, BBC Studios’ veteran producer Eirwen Davies, known for the hit UK series INSIDE NO.9, and Andy Friend, a China expert and a French actor renowned for his roles in films like HIDDEN MAN, will join as members of the panel; in the Documentary category, Indian director and producer Vikram Channa, who previously collaborated with the Magnolia Awards, will return as Jury President alongside Chinese director Xiao Han and Dutch director Ton van Zantvoort to select the best entries; and in the Animation category, French animation industry leader and producer Frédéric Puech will serve as the Jury President, partnering with director Chen Liaoyu of YAO-CHINESE FOLKTALES and acclaimed Japanese animation writer and director Mari Okada.

TV Drama (China)

Finalists

The Magnolia Awards not only recognize outstanding works and professionals but also review the current state of the industry and guide future developments. The selection of entries for TV Drama (China) at this year’s Magnolia Awards, comprising excellent productions aired from April 2023 to March 2024, reflects comprehensive innovation in themes, content, techniques, and technology within the industry during this period. Throughout this award cycle, Chinese drama series have elevated their audiovisual artistry to higher standards, with a collection of high-quality productions resonating deeply across all age groups: THE FORERUNNER explores innovative narrative approaches to significant revolutionary historical themes, offering fresh perspectives on historical figures; BLOSSOMS SHANGHAI integrates the story of a common people’s struggles in the booming era of 1990s during China’s reform and opening-up, distinguished by its ambitious narrative, stylized Shanghai dialect dialogue, and cinematic aesthetics, making it a standout production of the year; THE LONG SEASON opens up new avenues for premium creative endeavors, delicately portraying the relationship between time and destiny; LIKE A FLOWING RIVER 3, ALWAYS ON THE MOVE, and A LONG WAY HOME showcase excellent craftsmanship, presenting different facets of social development and the changing times; WELCOME TO MILELE, THE HEART, and IMPERFECT VICTIM ground themselves in reality, delivering stories that resonate deeply with the real world; WAR OF FAITH starts with ordinary people to depict an era, pioneering a new narrative landscape for espionage dramas with its unique storytelling approach...

In the TV Drama (Foreign) category, notable works such as France’s ASPERGIRL and SAMBER, South Africa’s SPINNERS, the USA’s SUCCESSION S4, Italy’s ELSA MORANTE’S LA STORIA and THE CAMORRIST, the UK’s ALL CREATURES GREAT AND SMALL S4 and FUNNY WOMAN, Iran’s IN THE ARMS OF A TREE, and Austria’s AT THE END - THE POWER OF OFFENSE are all outstanding productions that demonstrate thoughtful, innovative, and groundbreaking audiovisual expressions.

TV Drama (Foreign)

Shortlists

In the documentary category, the shortlisted works VAN GOGH: THE MAKING OF A MASTER, PLANET EARTH III, STORY OF A GOLDEN MONKEY KING IN QINLING MOUNTAINS OF CHINA and LYNX MAN will meet the audience in the offline public screening, and CALL ME DANCER, SUCH A RESOUNDING SILENCE, ARCTIC ASCENT WITH ALEX HONNOLD, CHINA BEFORE CHINA, SHAKESPEARE: RISE OF A GENIUS, and SHEN CONGWEN WITH XIANGXI also convey the real humanistic power from different perspectives.

Documentary

Shortlists

In the animation category, BLADES OF THE GUARDIANS, STORIES OF DUNHUANG, and THE MIRAGE HOUSE IN THE CLOUDS present an Eastern aesthetic atmosphere. France/Belgium’s BILLY THE COWBOY HAMSTER, Ireland’s Silly Sundays, UK/Belgium’s Quentin Blake's Box of Treasures, UK/Italy’s THE SOUND COLLECTOR, and Japan’s SKIP AND LOAFER delicately convey the beauty of innocence and youth. Japan’s FRIEREN: BEYOND JOURNEY’S END, and the USA’s STAR WARS: YOUNG JEDI ADVENTURES explore themes of love and peace.

Animation

Shortlists

The nominees in the variety category include cultural programs such as China through Its Intangible Heritage, The Legend of Grandmasters, 2023-2024 “CHINESE FESTIVALS” SERIES, A HEART, FOR CHINESE PAINTING, LET’S READING, and YELLOW RIVER CULTURAL CONFERENCE 2. Theoretical programs include CHINESE PRACTICE WITH CHINESE WISDOM, 2024 SPRING FESTIVAL GALA, INFINITY AND BEYOND·FAMILY CARNIVAL, and THE BIG BAND 3. Additionally, reality shows cover diverse themes and formats like THE EXCITING OFFER 5, MEMORIES BEYOND HORIZON 2, DIVAS HIT THE ROAD - SILK ROAD SEASON, A GREEN TRIP, and BECOME A FARMER 2. These programs uphold cultural depth and mass communication effects, presenting a more comprehensive and accurate display of the spiritual symbols and cultural essence of Chinese civilization.

Variety

Finalists

The winners of the Magnolia Awards will be announced at the Magnolia Awards Ceremony held at Lingang Performing Arts Center on June 28. Located in Permanent Site of the WLA Forum (Lingang Center), Lingang Performing Arts Center is part of China’s first “Scientist Community” urban unit and serves as a platform for the development of “Science + Art” in Lingang, which is hailed as the “City of Youth” and a hub for young people. Moving the beloved Magnolia Awards Ceremony to Lingang demonstrates an innovative initiative by STVF to support the construction of five new urban areas, enhance brand influence, and promote vitality.

To Venture Globally:

Global Vision for Co-operation.

Promote Good IP Going Global  

Over the years, STVF has actively promoted the exchange and mutual learning of audiovisual works both domestically and internationally, aiming to create an open cooperation platform with a global perspective and to promote outstanding Chinese audiovisual works internationally. This year, STVF is pragmatically boosting international cooperation and transactions to enhance the quality of the event. International TV Showcase, will feature collaboration with BBC Studios, a subsidiary of the BBC Group, to jointly plan offline screening units and TV broadcasting content. Top documentaries like PLANET EARTH III and popular British dramas like INSIDE NO. 9 will have their creators meet with audiences offline, with the latter holding meet-and-greet during the festival.

STVFORUM will uphold professionalism while focusing on international audiovisual issues bridging China and the world, aiming to explore industry vitality. Several forums will highlight topics such as the international dissemination of Chinese stories and cultural exchanges between China and foreign civilizations. “Global Dialogue: Global Cities and International Communication” will emphasize cities as crucial platforms for shaping national images, attracting unprecedented international attention in communication. The “International Festival Exhibition and Audiovisual Content Cooperation Forum” will gather representatives from domestic and international television stations, international festivals, content platforms, and experts to discuss how international festivals can promote international cooperation and exchange through the integration of film and television content. The “Cultural Mission and Civilization Exchange through New Era Documentaries - Forum on the High-quality Development of Documentaries” will focus on how documentaries can enhance international exchange and cooperation, continuously presenting high-quality co-produced content to facilitate mutual understanding, communication, and spiritual interaction between Chinese and international audiences.

STVF MARKET of the 28th STVF

From June 24 to 26, STVF MARKET held at Shanghai Exhibition Center will feature more practical international exchange activities during its international TV program promotion and salon sessions. This aims to benefit overseas buyers and facilitate international exposure for Chinese film and television enterprises. The event will invite domestic and international television stations, streaming platforms, and TV & film companies to participate in international TV program promotion sessions. Renowned production and distribution companies, as well as broadcasting platforms from home and abroad, will gather to discuss and analyze the current demands and changes in the international television market. They will also share insights on sales challenges and future directions in the international television market. For the first time, STVF MARKET will set up a “Shanghai Audiovisual” themed pavilion, hosting a boutique promotion session to showcase a batch of high-quality film and television productions. This initiative aims to comprehensively display premium audiovisual content, build the international communication brand for “Shanghai Audiovisual”, and highlight Shanghai’s conducive business environment as a global hub for film and television creation. The “One Drama, One City – ‘Film and Television + Cultural Tourism’ Policy Interpretation Conference” will further promote the bi-directional integration of film and television with tourism in light of policy interpretations related to film and television production. The “Film & TV IP Development Conference” will focus on showcasing literary works, original IP content, and the advantages of adaptation, aiming to explore the potential for secondary development of literary works and promote the transformation of literary works into film and television productions, as well as theatrical adaptations.

At STVF, a globally renowned platform and communication window, National Radio and Television Administration will also unveil the outstanding works for “Audio-visual China - Global Broadcast”, aiming to facilitate wider dissemination of high-quality productions and showcase the achievements of high-quality development. The China Communication Research Center will release the Development Report on China’s Audiovisual New Media, providing authoritative reviews of annual achievements, analyzing innovative experiences, and keenly observing industry development trends.

Under spotlight:

The Frenzy for Tickets to Public Screenings,

Artistic Nourishment Right at Your Doorstep

To embody the concept of “The City Built by the People, and by the people”, and to continue creating a “local television festival at your doorstep”, this year’s offline public screening offers free public screenings and guided viewing activities. This initiative aims to provide immersive viewing experiences and vibrant cultural nourishment conveniently accessible to both residents and tourists.

The public screenings are carefully designed into eight thematic units, including “Joyful Childhood”, “Chinese Animation”, “Power of Life”, “Charm of Competition”, “Vivid World”, “Dazzling Planet”, “Magical Journey”, and the collaborative unit with BBC Studios at the Shanghai Television Festival titled “Endless Exploration”. A total of 33 entries competing for the Magnolia Awards are featured, spanning animated films, Chinese dramas, international series, and documentaries. Notably, Giuseppe Tornatore’s first feature film THE CAMORRIST directed in 1986, will have its Asian premiere in series format during these public screenings.

The 20 venues participating in the public screenings cover all 16 districts of the city. In addition to popular landmarks like the China Art Palace from previous years, newly added venues such as Shanghai Book City, and the Shanghai Library East Branch have become must-visit “cultural checkpoints” for both residents and tourists. On June 17, tickets for the offline public screenings and guided viewing activities were officially released. Within just half an hour, tickets for 17 out of 32 sessions were sold out, with an 81% ticketing rate within the first hour. Screenings of INSIDE NO. 9, PLANET EARTH III, and VAN GOGH: THE MAKING OF A MASTER were completely booked within the first minute of ticket sales. By June 20, all sessions were fully booked. The cultural consumption scenes and urban cultural atmosphere fostered by STVF’s offline public screenings are quietly integrated into the daily lives of residents.

Public screening

In addition, International TV Shocase will deepen cooperation with Shanghai’s six major television channels and the online platform . BBC’s documentary JURASSIC WORLD: CAMP CRETACEOUS, which explores famous paintings, will premiere on Dragon TV, marking the first time that Magnolia Award-winning programs will air on satellite channels. Sports programs like ROGER FEDERER: A CHAMPION’S JOURNEY will be featured on the Great Sports channel, broadening the horizons for young sports enthusiasts. Moreover, a plethora of outstanding overseas dramas will be showcased during prime time, further expanding the audience and the influence of these works.

Innovation:

Focus on the New Trend to

Contribute to a comprehensive audiovisual landscape  

As a significant indicator in the Chinese television industry, STVF captures industry trends with sensitivity, embracing new technologies, formats, and styles. Under the theme of “Pioneering Imagery in Fusion with Cultural Tourism”, STVF FORUM explores new blueprints for the development of TV dramas, employing strategies that integrate culture and tourism to foster industry innovation and growth. It introduces an open mic session for the first time, inviting creators of popular projects such as TO THE WONDER, THE EXCITING OFFER, and TOUR AROUND THE WORLD to discuss emerging trends in audiovisual entertainment. STVF MasterClasses for TV dramas, animation, and documentaries will feature prominent members of this year’s Magnolia Awards international jury, sharing their professional experiences, creative insights, and visions for the industry’s future.

Last year, Magnolia Awards for the first time included all categories of online audiovisual content in its selection scope. This marked a transition from the traditional “TV drama” format to the integration of TV stations and online platforms under the same standards, reflecting a forward-thinking and professionally rigorous approach to awards evaluation. This initiative has helped accelerate the development of a comprehensive audiovisual landscape. During this year’s Magnolia Awards submission process, there has been an increase in entries across categories such as Chinese dramas, documentaries, variety shows, and animations, whether aired on both TV stations and online platforms or exclusively online. This balanced ratio between traditional TV station broadcast and online distribution reflects industry trends effectively.

STVFORUM of the 28th STVF

In response to the rapid expansion of the industry and the increasing diversity in content creation in the micro-short drama market, last year, STVF launched the “Micro-Short Drama Project Call for Entries”, encouraging creators to develop innovative themes in various forms of micro-short dramas. This year, STVF has heightened its focus on this market by organizing the inaugural Shanghai Micro-Short Drama Conference and Magnolia Awards Micro-Short Drama Series, aiming to strengthen guidance in micro-short drama creation and demonstrate exemplary production, actively exploring deep integration with cultural consumption, cultural tourism, and other industries. To further stimulate creativity in online film production, the festival will also host the “Online Film Launch Ceremony and Industry Forum”. Discussions will revolve around market trends, industry production, capital environment, and innovations for high-quality development in online film production.

Addressing the increasingly discussed relationship between Generative AI in Creative (AIGC) and the video industry, STVF has also swiftly focused its attention. This year, the forum titled “Focus on New Productivity of Media: Dialogue on AIGC Usage and Governance” will explore topics such as how AIGC fosters and drives industry development in the integrated transformation of the broadcasting industry, and how the broadcasting industry is preparing to embrace the changes brought by AIGC.

Currently, China’s ultra-high-definition video industry is entering a fast lane of development, deeply integrating and innovating with new-generation information technologies such as 5G, artificial intelligence, and virtual reality. The broadcasting industry faces innovative opportunities in this deep integration. The “Ultra-High-Definition and Innovation Integration” thematic forum will discuss topics such as optimizing and strengthening new media in broadcasting, accelerating the development of new media platforms in broadcasting, promoting the construction of a full-media communication system, accelerating the development of high-definition and ultra-high-definition technologies, and expediting the construction of new broadcasting networks. 

In addition, the television market will focus on future trends in broadcasting and audiovisual areas, as well as the rapid development of frontier technologies like AIGC. Under the theme of “High Quality, Full Media, and Comprehensive Audiovisual Landscape”, technical seminars will be held on topics including new quality production technologies in broadcasting, integrated media communication in districts and counties, and advanced audiovisual creation empowered by AI. These discussions will delve into practical aspects to explore implementation and monetization paths under the trends of technological innovation and development.

The 29th Shanghai Television Festival (STVF) is hosted by the National Radio and Television Administration, China Media Group, and the Shanghai Municipal People’s Government, and organized by Shanghai Municipal Administration of Radio and Television and Shanghai Media Group, with co-organization by the Administration Committee of Lin-gang Special Area of China (Shanghai) Pilot Free Trade Zone, and special support from Shanghai Lingang Special Area Investment Holding (Group) Co., Ltd.