At the 4K ultra-high-definition film and video animation industry development and market trend forum held on November 9th, 14 specially invited guests discussed the topics of “new opportunities, new challenges, and new formatsâ€. We reviewed the views of the guests. At the forum, the participating guests revolved around the status quo and trend of 4K ultra-high-definition industry development, 4K ultra-high-definition industrial policy** and industrial exploration achievements, 4K ultra-high-definition technology development and standard system construction, and upstream and downstream industry chain to embrace development opportunities and carry out 4K The whole ecological construction, the development bottleneck of 4K ultra-high-definition and breakthrough measures were discussed. Its main ideas revolve around the following aspects. I. 4K Industrial Application and Development Guangdong Province is quite effective On September 23 this year, the State Administration of Press, Publication, Radio, Film and Television, and the People's Government of Guangdong Province signed the "Memorandum to Promote Guangdong's 4K Ultra High-Definition TV Application and Industry Development Cooperation" in Beijing. The signing of the memorandum is a solid foundation for Guangdong Province to take the lead in launching the 4K TV network application in China, and it is also a concrete action to promote the structural reform of the supply side of the broadcasting and TV industry. The application and development of 4K industry in Guangdong Province constitutes an important experience accumulation and route exploration for the development of the 4K ultra-high definition television industry in the country and the transformation and upgrading of the radio and television industry. Zhan Ruolan, chief engineer of the Guangdong Provincial Economic and Information Committee, presented at the forum the preliminary results of Guangdong's promotion of 4K network construction and industrial applications. First, the program content has rapidly increased, and the province's 4K program volume has reached 3,450 hours. , Complete the task set by the provincial government ahead of schedule this year; Second, the number of 4K users has increased substantially. Currently, the number of 4K set-top boxes in Guangdong has approached 8 million, an increase of 1.5 times compared to the end of last year, and the plan has been completed in advance; the third is the 4K TV set. The production and sales volume has a very good momentum, and the sales of ordinary TVs are declining. However, the sales of 4K TVs are very large and the sales growth is very fast. Fourth, the network transmission capacity has been improved, and the number of fiber access users has increased by more than 7 million. The rate of households reached 83.4%, an increase of 22.1% over 2016. Among them, more than 50 million users reached 15 million, more than 100 million users exceeded 9 million, and 200 million or more users also reached 1.53 million. Chen Shuohong, senior vice president of Guangdong South New Media Co., Ltd., shared the practical experience and achievements of the new media in the South in the 4K industry. If we are committed to building an IPTV 4K content integration matrix covering entertainment, variety shows, cinemas, etc., we have integrated nearly 2,000 hours of content so far. In addition, on July 4, 2017, South New Media also established the 4K Eco-industry Alliance within the United Nations and foreign 4K industry giants, including content providers, syndicators, hardware manufacturers, TV manufacturers, and operators. In the next stage, the industrial alliance will further solidify, promote the whole ecological construction of the industry, and promote cooperation and sharing. Judging from the sharing and exchanges at the forum, the progress made in Guangdong's 4K industry-related work is undoubtedly exciting, and the future is really looking forward to. Chen Xiaorui, chief engineer of the Guangdong Provincial Press, Publication, Radio, and Broadcasting Bureau, said at the forum that the current progress of the work exceeded expectations, which made it more confident in Guangdong Province's development of the 4K industry and suggested that the upstream and downstream parties of the industrial chain work together to put Guangdong Province 4K. The industry has become a national industrial application demonstration area. Second, actively promote the construction of a standard system In order to ensure that 4K ultra high-definition television is on the road to standard development, it must pay great attention to the construction of the standard system. Xu Jiaqi, Director of the Department of Science and Technology of the State Administration of Press, Publication, Radio, Film and Television, pointed out in his speech that the General Administration of Administration has explicitly carried out the implementation of high-efficiency audio and video coding, ultra high-definition television, system program production, and exchange of parameter values ​​for countries that conduct 4K ultra high-definition television pilots. Industry technical standards. Zou Feng, Director of the National Academy of Radio, Film and Television Administration of the State Press, Publication, Radio, Film and Television, introduced the parameters of the current ultra-high definition standard. In terms of resolution, the first to use a slightly lower standard, namely 3840*2160 resolution, and then gradually transition to The higher standard of 7680*4320 resolution; in terms of color gamut, adopts the BT.2020 color gamut standard; in terms of quantization bits, the current adoption is 10 bits, and a 12-bit development strategy will be adopted later. In the next 2018, we will continue to study and discuss related issues such as the ultra-high definition transmission system. Third, there are still obstacles and difficulties in the development of 4K industry The development of 4K ultra high-definition television is not a simple technology upgrade, but it is to form a good industrial ecology of 4K ultra high-definition, promote the development of synergy integration, and enhance the sustainable development capability of 4K ultra high-definition television. This is an important and arduous task. There are still difficulties. Yang Mingpin, deputy director of the Development Research Center of the State Press, Publication, Radio, Film and Television Bureau, pointed out the current direction of the 4K ultra high-definition television policy, and pointed out the current obstacles in terms of transmission bottlenecks, bottlenecks in content, and bottlenecks in business models. At the same time, Yang Mingpin also proposed countermeasures to promote systemic and deep-level reforms in the development of cable networks, support innovative 4K TV program production and supply, and create 4K ultra-high-definition business models. Wang Fa, deputy head of Huawei's video division in China, also pointed out that the lack of current 4K content has not brought about a real increase in user experience. In this regard, he proposed that 4K should be counterfeited, and the fake 4K source converted from 1080P should be excluded from the Ultra HD source to prevent the 4K experience from becoming an empty phrase. At the same time, Wang Fa also supported Yang Mingpin's viewpoint that 4K payment viewing mode should be adopted. He believes that the high cost of 4K makes the 4K television service insufficient to constitute a basic service. If you adopt a free viewing mode, it is difficult to establish a business model, which is detrimental to the 4K industry development. . Chen Shuohong believes that in the process of industrial change, the development of the 4K industry and the cultivation of the ecological circle need a process stage. The current problems need to be resolved in stages and cannot be achieved overnight. Regardless of whether the business model is charged or not, whether the content is scarce or not, or whether the quality is high or low, it all comes down to the construction and improvement of the 4K industry chain. It is not caused by one or several bottlenecks. Before the industrial chain has opened up, these issues need to be resolved in stages and steps. To take a counter-example, if the 4K pay-per-view model is adopted immediately at the current stage, it will fall into an endless loop without ordering users, lack of commercial income, inability to maintain channel construction, etc., and the 4K industry cannot advance. Even if there are currently obstacles, what we have witnessed is that this year's 4K industry in China has achieved remarkable results. Even the bottleneck of industrial development is experiencing accelerated improvement and changes. At present, the industry chain of 4K industry has caused overall linkage in many aspects such as terminal manufacturing, content aggregators, and personnel training. All parties should be brave enough to meet opportunities and challenges, cooperate sincerely, complement each other's advantages, and achieve mutual benefit and win-win results, and jointly promote the development of the 4K industry. Information consumption has been leaps and bounds. 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