The Glamour of China, Intertwined with the Festival in the City for the People

On June 28, the 29th Shanghai TV Festival concluded with the Magnolia Awards Ceremony at the Lingang Performing Arts Center, marking the end of a successful 5-day spectacular carnival.

STVF, delivering the values conveyed in masterpieces to more citizens, has honored its vision as a “Festival for the People”, reaching countless households. Looking back at this edition of STVF, Magnolia Awards have gathered an impressive array of top-tier works from China and abroad, celebrating the rich tapestry of Chinese culture intertwined with global diversity. Consistently introducing high-caliber international entries and bringing exceptional Chinese productions to the fore on the global stage, STVF has established a growing global influence. Offline public screenings have created a festive experience right at the doorsteps of citizens, allowing people to immerse in the vibe of the city. Set in Lingang, “a dynamic new urban area for the young” which resonates with the city’s cultural vitality and growth, the awards ceremony underscored the festival’s pivotal role in China’s television industry, spanning across genres from film and television to cultural tourism, miniseries, AICG, and ultra-high-definition formats, as a touchstone to the high-quality development of China’s television industry.

Pioneering Pace: Creative Perspectives on Cultural Tourism and New Impetus into Miniseries

On the opening day of the 29th STVF, “Pioneering Imagery and Fusion with Cultural Tourism” immediately became the highly esteemed “superlative topic” capturing everyone’s attention.

Reflecting on the past two years, the phenomenon “a drama drives a new craze in a city” is no longer rare. This year, the hit TV drama BLOSSOMS SHANGHAI caused a buzz overnight on the previously serene Huanghe Road in Shanghai, while TO THE WONDER made Altay, Xinjiang, a dream destination for drama enthusiasts nationwide. During STVF, the bustling scenes of the blockbuster BLOSSOMS SHANGHAI were revisited at STVF MARKET in the central hall of Shanghai Exhibition Center. Learning that “GM Bao’s soaked rice” became the top item on menus in restaurants big and small across Shanghai, British TV professionals promptly introduced a “Sherlock-style breakfast” inspired by the popularity of Sherlock. The “Immersive Real Scene Experience Hall” of the TV series THREE-BODY unveiled at Madame Tussauds on People’s Square, featuring wax figures of characters from the series and a series of high-tech interactive installations that garnered fans of the drama and the book. At the opening session of STVFORUM, there was lively discussion about how the way people enjoy excellent TV dramas has evolved beyond simply watching on TV or a phone. The “film and television + cultural tourism” model is transforming Chinese TV dramas from being just enjoyable to being more interactive and engaging.

Gao Changli, Director of the TV Drama Department of National Radio and Television Administration, believes that these television works, venturing globally, are conductive to global understanding of China. He remarked, “A good work speaks volumes; its impact is by no means inferior to news reports and commentaries.” Insights from forums and events at STVF indicate that a wave of new dramas depicting various facets of modern Chinese society is set to debut: CITY OF SUNLIGHT portrays the aspirations of today’s youth in Lhasa, DEGHA explores the experiences of young sports enthusiasts in Xinjiang, and BORN TO BE ALIVE tells stories of ecological conservation in the Sanjiangyuan region. Additionally, SNOW WORLD chronicles the rise and rejuvenation of Northeast China with the gritty young generation. These productions, enriching the artistic journey of audiences at home and abroad, also provide the world with ample opportunities to understand contemporary China through a genuine, multifaceted perspective.

Miniseries have been a hot topic at this year’s STVF, with its inaugural Shanghai Miniseries Conference held concurrently. After years of effort, Shanghai has emerged as one of the most influential hubs for creating online audiovisual content in China. To bolster the high-quality development of miniseries in Shanghai, Shanghai Municipal Administration of Culture and Tourism (Shanghai Municipal Administration of Radio and Television) announced the “Several Measures (Trial) for Shanghai’s Promotion of Miniseries Industry Development" at STVFORUM. This initiative includes an annual allocation of RMB 50 million as industry support funds, designed to produce over 300 premium miniseries within three years and nurture ten leading enterprises in the sector. Shanghai will also roll out comprehensive support programs such as the “Blossoms Plan”, “Going Global Plan”, and “Talent Plan” to foster progress in China’s miniseries landscape. 

Policy support has instilled confidence and impetus among miniseries teams in Shanghai. COL Group Co., Ltd. announced its strategic expansion into miniseries operations in Shanghai, to stimulate growth across the entire industry chain. Bilibili unveiled its lineup of premium miniseries for 2024-2025, along with the “Spotlight Project” to call for exceptional miniseries submissions, deepening its commitment to high-quality miniseries productions. Other enterprises like Qimao, Govmade, Joy Media, and other enterprises have also entered the fray, announcing their own miniseries plans. The event featured 10 exhibiting enterprises, with 8 organizing market launches and 34 participating in investment, which attracted over 500 participants on that day.

Be it for content, medium, or technology, STVF has maintained a keen sense. The “Shanghai Broadcasting Ultra-high Definition Capability Advancement Plan” was announced and launched at STVFORUM. Within its framework, Shanghai is forging ahead with the development of 4K ultra-high-definition channels. The city plans to deploy 4K ultra-high-definition set-top boxes to households within the next 2 to 3 years, to make content that meets international standards of excellence available. And this initiative is poised to meet the increasing demand among citizens for cultural and spiritual enrichment.

Over the past decade, the online film industry has undergone a transformative journey from chaos to orderly development, and from extensive operations to segmented practices, amassing extensive exploratory insights and yielding numerous exemplary works. To further ignite creativity in the online film sector and drive its market towards high-quality development, the “2024 Online Film Young Creators Project” was officially launched during STVF. Guided by the TV Drama Department of National Radio and Television Administration, and with support from the Shanghai Municipal Administration of Radio and Television, alongside sponsorship from iQIYI, and joint sponsorship from Tencent Video and Youku, this initiative aims to bring forth a vibrant ecosystem for online filmmaking.

The edition of STVFORUM outshined with 15 events, engaging more than 150 guests. Over 20 international speakers from the UK, France, Spain, Japan, and beyond shared their perspectives, offering insights hitting the mark throughout the forum. The discussions spanned industry issues from diverse angles, captivating over 2,000 participants. Additionally, the collaboration between STVF and CCTV brought forth the “Magnolia Awards Lounge”, where nearly 60 guests participated in 30 live interviews over five days. These sessions delved into innovation beyond tradition, amassing over 2 million views and more than 45 million reads across online platforms.

The vibe of the City - Public Screening: How Art Shapes Our Everyday Lives

As the concept of “A City for the People” embraces its 5th anniversary, this edition of STVF has taken further the tradition of offline public screening as part of the Magnolia Showcase section, sparking enthusiastic responses from local audiences. On June 17, 32 sessions of offline public screenings were available for free reservations, with most tickets sold out instantly. Prior to the festival’s opening, all sessions were fully booked.

The popularity of these screenings stems from their growing reach year after year, with the number screening venues expanding from 18 last year to 20. These venues now cover popular cultural spots across 16 districts of the city, featuring landmarks such as the China Art Palace, as well as newly added venues like Shanghai Book City, and the Shanghai Library East Branch, which have become must-visit “cultural checkpoints” for both residents and tourists.

The rich screening lineup has scooped acclaim from the local community. This year’s offline public screenings have thoughtfully curated eight distinct categories, featuring a total of 33 entries competing for the Magnolia Awards, with a mix of Chinese and international animations, Chinese TV dramas, foreign TV dramas, and documentaries. Notably, Giuseppe Tornatore’s first feature film THE CAMORRIST in 1986, had its Asian premiere in series format during offline public screenings.

Different from TV broadcasts and online streaming, offline public screenings allow global masterpieces to be showcased in various urban cultural spaces, adding to their cultural values. Simultaneously, they offered chances of interaction and exchange between audiences, creators, and industry professionals, enriching the social dimension of television productions. Screening venues like the China Art Palace, Shanghai Grand Theatre, Jiushi Art Museum, Shanghai Book City, and Shanghai Library East Branch have come with 11 offline meet-ups. Michael Gunton, Executive Producer of PLANET EARTH III and Creative Director of BBC Studios Natural History Unit, noted, “Watching television alone at home is vastly different from experiencing it with one or two hundred people in a large screening hall. I really enjoy the communal atmosphere of people coming together to enjoy the work.”

In addition, Magnolia Showcase has deepened cooperation with Shanghai’s six major television channels and the online platform BesTV. BBC’s documentary JURASSIC WORLD: CAMP CRETACEOUS welcomed its premiere on Dragon TV, marking the first time that Magnolia Award-winning programs have graced the screens of satellite channels. Sports programs like ROGER FEDERER – A CHAMPION’S JOURNEY was staged through the Great Sports channel, broadening the horizons for young sports enthusiasts. Moreover, a plethora of outstanding overseas dramas have joined each other on the TV screen during prime time, further expanding the audience and the influence of these works and cloaking the city with an appealing vibe unique to a festival “at the citizens’ doorstep”.

The Global Reach: Bridging “Import” with “Export” to Foster Collaboration

Over the years, STVF, capitalizing on its unique advantage and pivotal role in international communication, has forged an open cooperation platform with consistent efforts and a global perspective, to refuel the exchange of audiovisual works worldwide. In this edition, alongside expanding Chinese audiovisual productions’ global outreach, it has also introduced quality works from across the globe. This initiative aims to build an inclusive and robust arena for exchanges and collaborations within the domestic and international film and television industries.

The “See the World, Discover the History” screening of foreign historical and biographical dramas, sponsored by the International Cooperation Department of National Radio and Television Administration, debuted at this year’s STVF. This groundbreaking event marks the large-scale, high-profile premiere of global historical and biographical dramas in China. Nearly 20 richly themed and profoundly insightful foreign TV dramas and documentaries, airing on television channels and online platforms, have been delighting audiences nationwide since June. These productions are varied in genres - from historical figures and cultural evolution to sports, science, technology, fashion, and everyday life - offering Chinese viewers a vivid cinematic journey through the histories, cultures, scientific breakthroughs, and societal landscapes of nations worldwide.

During the TV festival, Shanghai Media Group reached partnership with BBC Studios and Phoenix Satellite Television for the 8K documentary project Asia. The three parties have signed an agreement to bring this ultra-high-definition documentary to Dragon TV for its global English premiere along the rest of the world, while Phoenix Satellite TV will deliver the Chinese dubbed version. They also aspire to collaboratively create international content in ultra-high-definition and immersive screenings in the nature genre.

Television Broadcasts Limited (TVB), in collaboration with Chinese mainland broadcasting institutions and online platforms, has initiated the “Co-existence and Prosperity - Hong Kong and Mainland Cultural Co-actions”. This initiative will serve to deepen the cultural bond between Hong Kong and Chinese mainland, to deliver top-notch productions to audiences and boost the global reach of Chinese narratives with mainland television stations and online platforms.

As China’s first international television festival, STVF carries a vital mission to drive global cross-border communication and transactions of high-quality content as a platform for release, collaboration, display, and exchange. This year’s STVF has drew over 5,000 industry professionals from 34 countries and regions, alongside 108 exhibitors. Rolled out with 14 market events around cultural tourism, IP, international focus, and technology, it is characterized by international exchange activities to make the trip rewarding for overseas buyers and amplify the global presence of Chinese film and television enterprises. The booths of New Classics Media, Xi Xi Pictures, KOCCA from South Korea, MIP, Kansai TV, KAKAO Entertainment, IRIB Media Trade, and other domestic and international production and distribution companies were crowed with visitors, creating a bustling scene. Exhibitors from Iran, South Korea, and beyond showed significant interest in Chinese TV dramas, animations, and documentaries. Besides the enduring popularity of, contemporary themes have emerged as a newfound fascination. At the “Focus on International Market” events, leading production, distribution companies, and broadcasters from China, Japan, Singapore, Vietnam, and other nations gathered to discuss the evolving demands and trends of the global television market, while sharing innovative promotional strategies and visions for international television markets.

STVF MARKET has inaugurated the event themed “Shanghai Showcase”, to zoom in on premium “Shanghai Audiovisual” productions. Through project displays, thematic promotions, detailed creative descriptions, and informative services, the event aims to spotlight the international brand influence of “Shanghai Showcase” and highlight Shanghai’s role as a prime destination for global film and television creation.

The global mindset of STVF has earned praise from media both at home and abroad. The authoritative British film magazine Screen International remarked that as a leading Chinese television award, the Magnolia Awards are recognized for two main criteria: providing industry guidance and showcasing excellent television works to the audience. Agence France-Presse quoted Steve Pemberton and Reece Shearsmith, creators of INSIDE NO. 9, who participated in forums and public screenings, emphasizing that global success hinges on creating characters and scenes that resonate across different cultures: “Once you find something that people worldwide enjoy, then hold on straight to the end.”

A Plethora of Exceptional Works Reflective of Profound Culture

As the pinnacle event of STVF, Magnolia Awards is under the limelight nationwide always. These prestigious accolades not only affirm exceptional works and industry professionals but also serve as a critical reflection on the industry’s current landscape and a beacon for future developments.

This year, Magnolia Awards have upscaled the collaboration with television institutions from countries such as India, Australia, and Turkey beyond the established partnerships. The number of countries submitting entries has risen from 49 last year to 57 across five continents. With nearly a thousand entries from both domestic and international sources, this marks the new record in nearly five cycles, accompanied by a notable increase in the proportion of international submissions.

The selection of TV Drama (China) for this year’s Magnolia Awards is a gathering of quality productions aired from April 2023 to March 2024, striking a chord with audiences of all ages. These sophisticate work not only reflect comprehensive innovations in themes, content, techniques, and technology within the industry during this cycle but also demonstrate the artistic upgrade of Chinese television. Works such as THE FORERUNNER, BLOSSOMS SHANGHAI, THE LONG SEASON, LIKE A FLOWING RIVER 3, ALWAYS ON THE MOVE, A LONG WAY HOME, WELCOME TO MILELE, THE HEART, IMPERFECT VICTIM, and WAR OF FAITH, among others, shine out with distinct themes and genres, each depicting well-knit characters and unfolding stories that record societal development and the changing times, evoking strong emotional ties among viewers. 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 rare productions that demonstrate thoughtful, innovative, and groundbreaking audiovisual expressions.

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 all met 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 power from different perspectives.

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.

The nominees in the variety category include cultural programs such as CHINA THROUGH ITS INTANGIBLE HERITAGE, THE LEGEND OF GRANDMASTER, 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 unfurl the spiritual symbols and cultural essence of Chinese civilization with a more comprehensive and accurate approach.

On June 28, at the Lingang Performing Arts Center, the Magnolia Awards Ceremony honored the winners of this year’s prestigious Magnolia Awards. Amidist the grandeur of early summer, in the dynamic and youthful urban setting of Lingang, audiences bore witness to the artistic splendor of exceptional works from both home and abroad. According to Yan Jiangang, Jury President for TV Drama and renowned director, a drama’s success lies in its ability to resonate with viewers through compelling narratives, the destinies of its characters, and the emotions and themes it conveys, which will nourish the inner world of its audience.