Thirty & Thriving, Where Global Vision Navigates, National Benchmark Inspires, Citywide Benefits Empower All —— Review Material for the Opening of the 30th Shanghai TV Festival

In 1986, Shanghai TV Festival (STVF) emerged as a trailblazer, exploring new frontiers amidst the tides of the times and building a bridge for dialogue between China’s television industry and the world. Now, after 29 editions, standing at this pivotal “Thirty & Thriving” milestone, the festival embraces an even more open and inclusive spirit, coupled with bold innovation, forging ahead with creativity while honoring the tradition. With the passage of time, the festival has transformed from a simple industry exchange event in its early days into a grand cultural gathering, attracting nearly a thousand entries from five continents and promoting global exchange and mutual learning in the audiovisual industry. For the 30th edition, this year’s STVF not only pays tribute to its glorious past but also looks ahead to an even more promising future.

Building on its “Thirty & Thriving” milestone, STVF is pushing beyond established boundaries and adapting to the sweeping transformations of the global audiovisual industry with an ever-expanding vision. It encourages industry professionals to pursue artistic and technological heights, while imbuing their creations with the spirit of the times. This year’s STVF, with four core pillars - global perspective, technological leadership, cultural enrichment for the public, and creative benchmark - continues to chart the course for China’s audiovisual industry, to new pinnacles. From this new starting point, it will strive toward even more ambitious goals, injecting an enduring source of momentum into the industry’s growth.

Industry Benchmark - The Magnolia Awards Celebrate a Flourishing of Original Masterpieces

Tempered by time yet unwavering in craftsmanship, the Magnolia Awards have, since their inception, stood as a definitive benchmark of excellence in China’s audiovisual arts, known for rigorous judging standards and a dedication to artistic professionalism. Over the decades, the Magnolia Awards have witnessed the emergence of numerous acclaimed works. Their authoritative evaluation system and cutting-edge artistic insight have shaped industry trends. Today, the Magnolia Awards have stood as a testament to the expertise and prestige in Chinese television.

The second edition of the festival in 1988 introduced the Magnolia Awards, with the Australian production Custody receiving the very first “Best TV Drama” trophy. In 2004, at the 10th festival, Mother became the first Chinese drama to clinch the top honor, signaling the onset of a dynamic, fast-paced development era for domestic television productions. What followed was a consistent showcase of excellence, to the extent that “a clash of titans” became synonymous with the Magnolia Awards stage. In 2008, the 14th edition saw Soldier Sortie awarded Best TV Drama - Gold, while Golden Marriage earned Silver. Two years later, The Road We Have Taken and A Beautiful Daughter-in-law Era sparked similarly fierce debate among jurors. Although the gold and silver categories have since been consolidated, the sheer volume of standout entries each year continues to pose a “delightful dilemma” for the jury. Creating cultural phenomena is another hallmark of the Magnolia Awards, with Lurk, White Deer Plain, Like a Flowing River, Minning Town, A Lifelong Journey, and Blossoms remaining indelible classics in audiences’ collective memory.

The Magnolia Awards have always dialogued with the world with openness and inclusivity. This year’s STVF made remarkable strides in expanding its international reach. Across five main categories - Chinese TV Drama, Foreign TV Drama, Documentary, Animation, and Variety Program - nearly a thousand submissions were received from 43 countries and regions across five continents. Notably, the number of documentary entries saw the most significant increase, with a year-on-year growth of approximately 10%. In sections where domestic and international works compete side by side - such as Animation and Documentary - the proportion of overseas entries has been steadily rising. This growing resonance across borders reflects the Magnolia Awards’ deep-rooted professionalism and their keen, inclusive understanding of global audiovisual artistry.

As the Magnolia Awards reach the milestone of their 30th edition in 2025, each iteration distinguishes itself as a rigorous reflection and elevation of Chinese audiovisual art. The latest selection process once again showcased a vibrant and flourishing spectacle of Chinese television productions. The overarching goal of “telling China’s stories” has become an industry mainstay, inspiring a wave of exceptional productions that create new horizons for the industry in the new era.

The Magnolia Awards’ unwavering commitment to the professional appraisal of Chinese television drama remains unchanged. In the highly anticipated Chinese TV Drama category, 10 shortlisted productions each bring a distinct voice and vision to the table, including Escape from the Trilateral Slopes, City of the City, Born to Be the One, Full Bloom, Joy of Life 2, She and Her Girls, To the Wonder, We Are Criminal Police, Northwest Years, and Romance in the Alley. These works span a broad spectrum - from revolutionary history to contemporary transformation, from financial reform to realistic crime narratives. Each one offers profound insight into real-life experiences. Their inclusion is the result of the Magnolia Awards jury’s discerning eye and rich expertise, meticulously selecting the finest creations of the era from a vast pool of entries.

After the nominations for the acting awards were announced, they ignited heated discussions among netizens, with many calling it the “Ultimate Showdown” due to the stellar lineup. Competing for Best Actor are Jin Dong (Northwest Years), Wang Baoqiang (Playing Go), Wang Xiao (Born to Be the One), Yu Hewei (We Are Criminal Police), and Zhang Ruoyun (Joy of Life 2), forming a competitive mix of seasoned veterans, middle-generation actors, and rising young stars. The nominees for Best Actress - Liu Yifei (Full Bloom), Ma Yili (To the Wonder), Song Jia (She and Her Girls), Yan Ni (Romance in the Alley), and Yang Zi (Flourished Peony) - are all hot favorites, making the competition especially fierce.

The Magnolia Awards also lead creative trends in the Variety Program category with a professional and discerning perspective. This year’s entries showcased the modern expression of Chinese culture on variety program platforms, with poetic reinterpretations of cultural memory leaving a deep impression. Outstanding programs such as Tang Poets: Lives in Verses, Discovering China through Bamboo and Wooden Slips, Ch inese Operas, China in Painting and Calligraphy 3, and Classics in Jiangnan 3 have employed modern perspectives and diverse artistic forms to highlight the profound richness of Chinese culture, and also create new aesthetic paradigms through the fusion of visual and auditory storytelling. Programs like Chinese Practice with Chinese Wisdom (International Edition) and ShanghaiEye Meet adopt an international narrative and global outlook, allowing viewers to explore diverse cultures while fostering cultural confidence, expanding global horizons, and promoting mutual exchange and understanding between China and the world. Meanwhile, Towards the Peak of Gastronomy vividly presents the clash and fusion of Chinese and French culinary cultures through food. These works all place “content value” at their core, endeavoring to resonate emotionally with audiences while actively shouldering the responsibilities of cultural inheritance and intellectual enlightenment.

Thirty & Thriving, the Magnolia Awards’ professional legacy endures with renewed vitality. Fully committed to ensuring the Magnolia Awards maintain their “bellwether” standards with a pioneering spirit and inclusive vision, the jury panel for this year’s Magnolia Awards at STVF consists of 15 members from 7 countries and regions. The Jury for Chinese TV Drama, led by Chen Baoguo, includes: screenwriter Gao Xuan, director Kang Honglei, actress Tong Yao, film and television critic Yin Hong, cinematographer Yu Xiaochen, and screenwriter Zhang Ting - a balanced mix of veteran, mid-career, and emerging professionals, most of whom are previous winners of Magnolia Awards and recognized industry figures in their fields. In other categories, the juries also feature past Magnolia Award winners as well as directors and producers familiar to Chinese audiences who have participated in previous TV showcases. Notably, for the first time, a Hong Kong actor has been invited to serve as a juror in the Foreign TV Drama category. Chen Baoguo emphasized the jury’s collective commitment to upholding four core principles: professional rigor, equitable evaluation, celebration of diversity, and recognition of groundbreaking innovation, all while preserving time-honored craftsmanship and fostering rising talent. “A good work must possess intellectual depth and strong artistic appeal. Performances must show solid fundamentals with unique characterization and interpretation - but most importantly, sincerity in both creation and portrayal. Equally essential is the director’s command over structure, pacing, and stylistic coherence, as well as seamless collaboration across all technical departments - these are where professionalism must shine through. What our jury values most, however, is originality,” “We are committed to bringing our expertise to bear, staying true to our artistic conscience, and fully engaging with the profound beauty and values of our time and culture that emerge from each nominated work - along with the cultural and humanistic brilliance they convey.” This isn’t merely the jury’s promise – it’s the very DNA of the Magnolia Awards. With uncompromising standards, these awards don’t just measure excellence in Chinese screen arts - they shape what comes next, lighting the way for the industry’s future.

Pioneering the Nation: Technological Innovation Drives Resource Integration and New Business Models

As we look back at the 30th edition of STVF, its evolution has been inextricably linked with China’s social development, consistently propelling the television industry to new heights.

troke of the Mogao Caves’ murals, to AIGC-assisted auto script outlining, to micro-dramas redefining narrative spaces on mobile screens - STVF has remained at the forefront of technological revolution. Fostering profound integration between innovation and artistic creation, it has served as a catalyst for the high-quality development of China’s audiovisual industry, accelerating its upgrade from traditional production to a digital ecosystem.

Cinema and television share the same origin - and now, a brand-new International Film & TV Market makes its debut. As one of Asia’s most influential platforms for global television exchange, STVF has consistently focused on cutting-edge industry trends, actively harnessing technological transformation to deliver more premium content, expanded distribution, enhanced experiences, and a stronger ecosystem for broadcasting, TV, and online audiovisual sectors. This year marks a milestone: the SIFF Market and STVF Market have merged for the first time into the “International Film & TV Market”. Through a variety of multidimensional market activities, it aims to fully integrate industry resources and foster “efficient networking” across sectors.

This year’s STVF will showcase the comprehensive and interconnected deployment of the “Ultra HD Development Year” initiative through diverse formats. The benchmark-setting STVFORUM will come with the “Inter national Ultra HD Film & TV Industry Summit”, featuring in-depth, authoritative discussions on policy interpretation, technology application, and commercialization - alongside the premiere of major films and TV dramas produced and distributed in ultra HD. The International Film & TV Market will spotlight the “Ultra HD Audiovisual Industry Showcase”, with exhibitions on “AIGC in Film & TV Production”, “Virtual Reality Cinema”, etc., demonstrating the full industry chain ecosystem. To further drive high-quality development in broadcasting, TV, and online audiovisual sectors, the festival will organize three MasterClass sessions led by the Jury President of the TV Drama category, and jurors from the Animation category and the Documentary category of the Magnolia Awards.

Emerging from the transformative era of digital technology-media convergence, micro-dramas have become the natural evolution of mobile-first storytelling. Today, they have become a vital engine driving the high-quality development of Shanghai’s online audiovisual industry. This year, the 2024-2025 Shanghai Micro-drama Development White Paper and the 2025 “Blossom” Initiative for Micro-Dramas of Shanghai will be officially launched during STVF, aiming to further energize the vibrant growth of the micro-drama market.

A Global Perspective: Mutual Learning and Collaboration Pioneering a New Landscape of Audiovisual Exchange

For over three decades, STVF has shone as China’s flagship cultural ambassador in the television industry, chronicling not just industry progress but also China’s growing cultural influence worldwide. This year’s edition will significantly enhance its global engagement through deeper cross-cultural dialogue and innovative cooperation frameworks, to pioneer a new landscape of global audiovisual exchange.

To offer a panorama of the creative vitality of Chinese television professionals, STVF inaugurates the “Magnolia Global Promotion Initiative” at its opening ceremony, a comprehensive program designed to leverage the festival’s established global prestige, expand its international creative network, and strengthen its pivotal role as a cross-cultural bridge. This three-year framework will establish a content hub bridging Chinese productions with global markets. By implementing data-driven targeted promotion, culture-tourism integrated scenario experiences, and sustainable partnership frameworks, it will significantly enhance the global distribution efficiency of premium Chinese audiovisual content. This innovative approach will transcend conventional exhibition formats, transforming the festival into an architect of global media ecosystems, and marking a strategic evolution in China’s content globalization - progressing from “leveraging existing platforms” to “creating proprietary channels” for international distribution.

Conceived in China and named after Shanghai, the Shanghai Cooperation Organization (SCO) is ushering in the “Year of China” with China assuming the rotating presidency this year. In honor of this occasion, this year’s International TV Showcase has curated a special screening of six outstanding productions from SCO member states. This program forms a key part of the NRTA ’s (National Radio and Television Administration) “Visual Connections: Shared Screens, Shared Prosperity” SCO TV programming series. Starting from June 10, Dragon TV will air British classics, including Pride and Prejudice and Emma, alongside Chinese documentaries L.E.Hudec and China to Russia: Ice Tales. Shanghai City TV will bring Japanese drama The Solitary Gourmet: New Year’s Eve Special 2024 and Russia’s Empire of Cats. Shanghai East Movie Channel will present foreign dramatic series like Japan’s The Hot Spot and Iran’s Viper of Tehran, complemented by documentaries from France, Russia, and Italy. Moreover, younger audiences can enjoy Gabby’s Dollhouse Season 4 from the US and China’s animated favorite Shuke & Beita 4 on Shanghai Toonmax TV.

From a “cultural showcase” on the Huangpu River to a “global benchmark” on the world stage, STVF’s international ascent vividly traces China’s television evolution from content importer to cultural exporter. More significantly, it stands as compelling evidence of the growing global influence of Chinese culture, offering an exemplary model of cultural diplomacy in building a shared future for mankind.

Citywide Cultural Enrichment for All, Creating Synergies between Screen, Tourism & Commerce

STVF has truly become a “festival for the people”, reaching every household across the city. When the theme song of Shuke and Beita echoes through community cultural centers, when young explorers follow “STVF-themed City Walk” routes to discover filming locations in Lingang New Urban Area, and when Magnolia Awards-winning dramas grace screens citywide -STVF has always cherished its identity as a “festival for the people”, seamlessly threading the ideals of cultural enrichment into the tapestry of the city’s evolution and weaving cinematic experiences into the urban fabric through tourism, commerce, sports, and exhibitions.

To deeply embody the vision of a city for the people and fully live up to STVF’s commitment to public benefit, International TV Showcase brings the festival to life through television broadcasts, online streaming, and offline public screenings - creating a TV festival right at the doorstep of every citizen. The “TV Festival at Our Doorstep” stays true to its mission of culture enrichment for the people, continuously innovating how cultural benefits are delivered. TV channels will feature a curated selection of outstanding international works honored by the Magnolia Awards, acclaimed entries from previous editions, and this year’s latest high-quality submissions from home and abroad. The offline public screenings reach into all 16 districts of Shanghai, lighting up new cultural spaces and scaling up the presence of the “TV Festival at Our Doorstep” brand. This year, in collaboration once again with the BBC and in celebration of the 250th anniversary of Jane Austen’s birth, three of the BBC’s Austen-inspired productions will be screened. Additionally, there will be special segments “Another Life”, highlighting the acclaimed documentary The Sinking of the Lisbon Maru and a moving portrait of László Hudec - a world-renowned architect and archaeologist with deep ties to Shanghai, among other excellent works. The festival also thoughtfully caters to young audiences, unveiling beloved animated series such as Gabby’s Dollhouse, PAW Patrol, and Shuke and Beita, with select screenings featuring in-person meet-and-greet events.

This year, the all-new “International Film & TV Market” not only engages with the industry but also delights the public in a refreshed form. For the first time, the market opens its exhibition space to the general public, debuting the innovative “CINEMART” concept - a vibrant, immersive carnival of film and television culture. This initiative offers the industry a fresh lens into audience insight, while inviting citizens to experience the magic of the screen up close. Visitors can step into a mirrored world at the Pokémon-themed “Sky Mirror” installation, take part in special signing events and fan meet-ups at the high-scoring Chinese animation I Am What I Am interactive zone, or shop for exclusive merchandise - from official festival collectibles to popular IP spin-offs like TVB’s “Happy Matters the Most”. A joyful celebration of screen culture for all ages, it turns the city into a realm where film and television meet everyday life.

STVF launched a special online karaoke campaign themed “30t h Edition in Full Bloom: Where Sound Meets Splendor”, inviting the public to revisit the golden melodies of classic television dramas. The initiative, which began on May 23, has struck a chord with audiences. By June 19, it had garnered over 20 million views and inspired more than 20,000 cover song submissions. The data reveals a nostalgic leaning among participants, with songs from the 1980s and 1990s emerging as fan favorites. Topping the charts are beloved tunes such as “Live a Dashing Life”, “New Dream of Lovers”, “Yearning”, “Butterfly in Rain”, “Looking Back”, “A Spray of Plum Blossoms”, “In Vain I Pine”, “Once in a Thousand Years”, “Jiu’er,” and “There Is Always Love Everywhere”. These familiar melodies not only evoke cherished memories, but also demonstrate the timeless appeal of classic TV soundtracks - proof that truly great music transcends generations.

The Magnolia Awards Ceremony will be unveiled grandly once again in Lingang - “young city for the youth”. STVF has forged a deep collaboration with the Lin-gang New Area, tapping into its rich cultural and tourism resources to launch an exclusive “STVF City Walk” route. This initiative fosters mutual empowerment between film & television, cultural tourism, and the development of the new urban area. By activating diverse urban assets, STVF amplifies its influence beyond the screen, unleashing a ripple effect of creativity and vitality across the city.