Recently, the Ministry of Culture and Tourism issued an opinion on promoting the high-quality development of the digital culture industry, aiming to implement the decisions and arrangements of the Party Central Committee and the State Council, implement the digital strategy of the cultural industry, and promote the high-quality development of the digital culture industry. The full text of the comments is as follows:
Opinions of the Ministry of Culture and Tourism on Promoting the High Quality Development of the Digital Culture Industry
Departments (bureaus) of culture and tourism of all provinces, autonomous regions and municipalities directly under the Central Government, the Bureau of Culture, Sports, Radio, Television and Tourism of Xinjiang Production and Construction Corps, departments and bureaus of the headquarters, units directly under the headquarters, and the National Cutural Heritage Administration:
In order to implement the decisions and arrangements of the Party Central Committee and the State Council, implement the digital strategy of the cultural industry, and promote the high-quality development of the digital cultural industry, the following opinions are proposed.
1、 General requirements
(1) Guiding ideology
Comply with the development trend of digital industrialization and industry digitization, implement the strategy of digitizing the cultural industry, accelerate the development of new types of cultural enterprises, cultural formats, and cultural consumption patterns, transform and upgrade traditional formats, improve quality, efficiency, and core competitiveness, improve the modern cultural industry system, deploy innovation chains around the industrial chain, layout the industrial chain around the innovation chain, and promote the accurate docking of the industrial chain and innovation chain, Promote the “cloud based digital intelligence” of the cultural industry, promote online and offline integration, expand the supply of high-quality digital cultural products, promote consumption upgrading, actively integrate into a new development pattern that focuses on the domestic grand cycle and promotes the mutual promotion of domestic and international double cycles, and promote the unity of meeting people’s cultural needs and enhancing people’s spiritual strength.
(2) Basic principles
Adhere to guidance and enhance connotation. Firmly grasp the correct orientation, adhere to integrity and innovation, adhere to the guidance of socialist core values, put social benefits first, achieve the unity of social and economic benefits, fully explore cultural resources, improve the quality and connotation of the digital culture industry, tell a good story of China, display the image of China, and promote the Chinese spirit.
Innovation leads and activates the market. Adhere to the core position of innovation in industrial development, deeply implement the innovation driven development strategy, improve the ability of independent innovation, and promote innovation in content, technology, mode, format, and scenario. Optimize the business environment, stimulate the vitality of market entities, allow innovation potential to flow fully, and form more new growth points and poles.
Data driven, technology supported. Implement the construction deployment of the national cultural big data system, jointly build a shared cultural industry data management service system, and promote the integration of cultural data resources. Grasp the development trend of science and technology, integrate and apply new technologies, create more industrial technological innovation achievements, and provide strong support for high-quality cultural supply.
Integrated development, open sharing. Promote the integrated development of culture and tourism in the context of the digital economy, molding tourism with culture, and honoring culture with tourism. Promote the deep integration of the cultural industry with the digital economy and the real economy, and build a digital cultural industry ecosystem. Strengthen international exchanges and cooperation, and cultivate new advantages for China’s participation in international cooperation and competition under the new situation.
(3) Development goals
The digital culture industry continues to grow in scale, optimize its industrial structure, and improve its supply quality, becoming a new engine for stimulating consumption potential. The industrial infrastructure is more complete, the support platform is more mature, innovation and entrepreneurship are more active, the market order is more orderly, and governance capabilities are continuously improved. More new employment forms and new jobs are created, forming a digital production, circulation, and consumption ecosystem that adapts to the development of new technologies, new business forms, and new consumption, as well as the integration of upstream and downstream industries in the industrial chain and across industries. The integrated development of the cultural industry and the digital economy has entered a new stage. The development level of digitalization, networking, and intelligence has significantly improved, forming a new pattern of industrial development dominated by new drivers. The development of the digital cultural industry is in an international leading position.
By 2025, we will cultivate 20 leading enterprises with outstanding social and economic benefits, strong innovation capabilities, and international influence. Small, medium-sized, and micro enterprises with distinctive characteristics and strong vitality will continue to emerge, create 5 industrial clusters with regional influence and leading the development of the digital culture industry, and build 200 digital culture industry projects with demonstration and driving effects.
2、 Consolidating the Development Foundation of Digital Culture Industry
(4) Strengthen content construction. Deeply grasp the content attributes of digital culture, strengthen the construction of original creativity, and create more digital cultural products that can not only meet the cultural needs of the people, but also enhance their spiritual strength. Cultivate and shape a batch of original IPs with distinctive Chinese cultural characteristics, strengthen IP development and transformation, fully utilize industrial forms such as animation and games, online literature, online music, online performance, online video, digital art, and creative design, promote the creative transformation and innovative development of excellent traditional Chinese culture, inherit revolutionary culture, and develop advanced socialist culture, Create more digital cultural brands with broad influence. Strengthen the role of culture in supporting tourism content, promoting creativity, and excavating value, and enhance the cultural connotation of tourism. Leading youth cultural consumption with high-quality digital cultural products, creating products and services that meet the diverse and personalized needs of young users, and enhancing youth national pride and cultural self-confidence.
(5) We will accelerate the construction of new types of infrastructure. Support the construction of digital infrastructure such as data centers and cloud platforms, improve the “cloud, network, and end” infrastructure of the cultural industry, and connect the digital chain of “digital acquisition, networked transmission, and intelligent computing” to meet the general needs of the industry. Encourage digital cultural enterprises to participate in open cooperation on enterprise level digital infrastructure, improve the basic data, computing power, and model algorithms required for artificial intelligence applications in the cultural industry, and promote the transformation and upgrading of traditional cultural infrastructure. Strengthen the construction of mobile Internet infrastructure such as APP and applet, improve the production factors of the digital economy in the cultural field, and promote industrial connectivity. Actively connect with new infrastructure, make good use of new infrastructure policies, platforms, and technologies, and improve the development level of the digital culture industry.
(6) Promote technological innovation and application. Focusing on the technological innovation needs of the digital culture industry, we will gather resources from key laboratories, backbone enterprises, universities, research institutes, research centers, and other innovative institutions of the Ministry of Culture and Tourism, and accelerate the development and application of common and key technologies in digital transformation. Support the establishment of industrial technology innovation alliances for collaborative cooperation between industry, university, research, and application, and promote the transformation of results across industries, departments, and regions. Support the integrated application and innovation of 5G, big data, cloud computing, artificial intelligence, Internet of Things, blockchain, etc. in the field of cultural industry, and build a batch of digital application scenarios for cultural industry. Promote the flow of technological elements among enterprises, universities, and research institutions, and encourage the transfer of technological elements to small, medium-sized, and micro enterprises through licensing, transfer, and equity participation.
(7) Stimulate the potential of data resource elements. Support cultural enterprises to upgrade their information systems, build data aggregation platforms, promote full process data collection, and form a complete and coherent data chain. Support upstream and downstream enterprises to open data, guide and standardize the open flow of public data resources, break through transmission application bottlenecks, and improve the commercial level of data circulation and sharing. Build scenarios for the development and utilization of data in the cultural field, build a credible data circulation environment, and cultivate a market for data elements. Promote the development of products related to the collection, storage, processing, analysis, and service of cultural big data, develop new business forms and models driven by data, and create a cultural data product and service system. Strengthen the analysis and application of cultural consumption big data, promote supply and demand allocation and accurate docking. Strengthen data security, build a cultural data security responsibility system, guide enterprises to enhance data security services, and improve data standardization and security.
(8) Cultivate market entities. Cultivate a group of large digital culture enterprises with strong core competitiveness, and guide leading enterprises in the Internet and other fields to layout the digital culture industry. Support the development of “new technologies, new formats, and new models” enterprises, support the growth of small, medium, and micro digital cultural enterprises, and cultivate a number of “gazelle enterprises” and “invisible champions” enterprises in segmented fields. Give full play to the leading role of industry incubation platforms and leading enterprises in model innovation and integrated development, and drive the development of upstream and downstream small and medium-sized enterprises through production collaboration, open platforms, and shared resources. Guide and support cultural enterprises to increase investment in research and development of digital technology applications, support independent or joint establishment of technology centers, design centers, and other institutions, and promote product services and business process transformation and upgrading.
(9) Establish an industrial standard system. Implement standardization strategy, strengthen the application of digital culture technology standards, and promote industrial development through standard construction. Give full play to the guiding and supporting role of standards in the industry, promote the research and formulation of product, technology, and service standards in virtual reality, interactive entertainment, smart tourism, and other fields, and form a standard system for the digital culture industry. Accelerate the internationalization process of China’s standards, and strengthen the application and promotion of international standards for mobile phone (mobile terminal) animation and digital art display.
3、 Cultivate new formats of digital culture industry
(10) Promote the digitization of excellent cultural resources. Digitize the transformation and development of cultural resources, enable outstanding cultural resources to “live up” through digital technology, combine the value content contained with new forms and new elements of digital technology, and achieve creative transformation and innovative development. Support the development of digital products and services in cultural venues, cultural and entertainment venues, scenic spots, and block parks, and expand creation, production, and dissemination to the cloud. Support the dissemination and promotion of cultural relics and intangible cultural heritage through new media, encourage the digitization of offline literary and artistic resources and cultural and entertainment models, innovate their forms of expression, and deepen cultural connotation. Encourage the development of digital cultural products with distinctive regional and ethnic characteristics based on local cultural resources to assist in poverty alleviation and development.
(11) Deepen integrated development. Promote the integrated development of culture and tourism through digitization, and achieve a wider range, deeper level, and higher level of integration. Strengthen the docking and cooperation between digital cultural enterprises and Internet tourism enterprises, and promote the expansion of cultural creativity into the tourism field. Promote the integrated development of the digital culture industry with advanced manufacturing, consumer goods industry, and smart agriculture, as well as modern service industries such as finance, logistics, education, sports, and e-commerce. Develop brand authorization and enhance the brand value and cultural value of the manufacturing and service industries. Promote the integration of digital culture with online new economies such as social e-commerce, online live streaming, and short video, and develop new models of online content production such as live streaming of tourism and travel with goods. Promote the application of digital cultural products and services in public cultural venues, and enrich the form and content of public cultural space experience.
(12) Develop a platform economy. Deeply promote “Internet plus”, promote the online and online cloud of cultural industry, speed up the digital transformation, transformation and upgrading of traditional offline businesses, cultivate a vertical e-commerce supply chain platform in the cultural field, and form a new entity of digital economy. Encourage various e-commerce platforms to develop cultural service functions and products, hold cultural consumption activities, support Internet companies to create digital boutique content creation and emerging digital cultural resource dissemination platforms, support the platform expansion of qualified cultural enterprises, and cultivate a group of platform enterprises with leading and demonstration effects. Encourage Internet platform enterprises to cooperate with cultural relics units, tourist attractions and vacation areas, and explore new models such as traffic conversion, experience payment, and service operation. Guide the healthy development of the “home economy”, encourage new services such as online live streaming, audio products, and geographic information, and develop innovative platforms based on knowledge dissemination and experience sharing.
(13) Cultivate cloud entertainment business. Promote the application of 5G+4K/8K ultra high definition in the entertainment industry, build online theatres and digital theatres, and lead the development and transformation direction of the global entertainment industry. Build a “Internet plus Performance” platform, strengthen cooperation between performance agencies and the Internet platform, support performance agencies to hold online activities, promote online and offline integration, and create a well-known brand of stage art performance. Promote the digital transformation of literary and artistic troupes, performance brokerage agencies, and performance business venues, promote the online development of traditional arts such as opera, folk art, and folk music, and encourage literary and artistic troupes, literary and artistic workers, and intangible cultural heritage inheritors to carry out online exhibitions on the online live streaming platform, so that more young people can appreciate the beauty of traditional art. Cultivate audience online payment habits and explore online consumption modes such as online ticket sales and membership. Improve online production capacity, cultivate a batch of native cloud entertainment products that conform to the characteristics and laws of the Internet and are suitable for online viewing, dissemination, and consumption, benefit more audiences, and elongate and enrich the entertainment industry chain.
(14) Enrich cloud exhibition formats. Support cultural relics units to cooperate with the financial media platform and digital culture enterprises, use 5G, VR/AR, artificial intelligence, multimedia and other digital technologies to develop museum collection resources, develop a new model of “Internet plus+exhibition”, create a number of digital exhibition demonstration projects for museums and art galleries, carry out digital services such as virtual interpretation, art popularization and interactive experience, and improve the popularity and convenience of aesthetic education. Support research and application of cloud exhibition commonalities and key technologies such as digital collection of exhibits, image presentation, information sharing, on-demand dissemination, and intelligent services. Promote the digital transformation of the cultural exhibition industry, guide and support the holding of online cultural exhibitions, achieve cloud exhibition, cloud docking, cloud negotiation, and cloud contract signing, and explore a new exhibition mode of synchronous interaction and organic integration between online and offline.
(15) Develop immersive formats. Guide and support the application of virtual reality, augmented reality, 5G+4K/8K ultra high definition, drones, and other technologies in the cultural field, develop products such as holographic interactive projection, drone performance, and night light and shadow shows, promote the migration and transformation of existing cultural content to immersive content, and enrich virtual experience content. Support cultural heritage units, scenic spots, theme parks, park blocks, etc. to develop immersive experience projects using cultural resources, and carry out services such as digital exhibition halls and virtual scenic spots. Promote the integration of immersive business forms with urban public spaces, characteristic towns, etc. Develop immersive tourism performance and immersive entertainment experience products to enhance the digital level of tourism performance and offline entertainment. Develop the digital art exhibition industry, promote the application and innovation of digital art in key fields and scenes, and better inherit the spirit of Chinese aesthetics.
(16) Improve the strength of digital cultural equipment. Aim at key core technical equipment in the field of digital culture, achieve independent research and development, safe and controllable development of important software systems and equipment, and improve the manufacturing level of digital cultural equipment. Strengthen the independent research and development and industrialization of high-end software products and equipment, and support the independent research and development and industrialization of relevant equipment, software, and systems for content production, transmission, and use. Strengthen the application of the industrial Internet, the Internet of Things, and the Internet of Vehicles in all aspects of intelligent cultural equipment production, and improve the technical level of intelligent equipment such as immersive facilities, unmanned intelligent tours, wearable devices, intelligent terminals, and unmanned aerial vehicles. Support the industrialization and application demonstration of cultural relics and artworks exhibition, protection, and repair equipment.
(17) Meet emerging consumer demand. Comply with the trend of business transformation and consumption upgrading, and promote the development of new types of consumption such as online consumption, customized consumption, experiential consumption, intelligent consumption, and interactive consumption. Note the changes in cultural experience caused by new technologies, innovate cultural consumption scenarios, and cultivate new consumption patterns such as Zhuangda Cloud Tourism and Cloud Entertainment. Improve the convenience of cultural consumption, promote new online consumption methods such as electronic tickets and cloud queuing, and enhance the ability of digital reservation. Support the use of digital technology to create night culture and tourism products, promote the integration of digital culture into the night economy, stimulate the vitality of night consumption, and add luster to the night economy. Promote the integration of online and offline consumption, give full play to the advantages of online communication and interaction, attracting and gathering customers, and precision marketing, and guide online users to transform into on-site visits and offline consumption.
4、 Constructing the Digital Culture Industry Ecology
(18) Promote industrial chain innovation and application. Accelerate the construction of the digital culture industry chain, play a good combination of “building, strengthening, extending, and supplementing the chain”, and improve the stability and competitiveness of the industry chain. Promote the deep integration of the cultural industry chain with the Internet and the Internet of Things, and create a smart industry chain system supported by big data, networked sharing, and intelligent collaboration. Develop industry chain finance, encourage financial institutions, core enterprises in the industry chain, cultural and financial service centers, etc. to establish industry chain financial service platforms, and provide efficient, convenient, and low-cost financing services for upstream and downstream small and medium-sized enterprises. Encourage local governments to establish a chain leader working system for the digital culture industry based on local conditions, and improve the level of industrial integration and collaboration.
(19) Improve innovation and entrepreneurship services. Strengthen innovation drive, build a number of digital culture industry innovation centers with enterprises as the main body and joint production, education, research, and application, and explore open collaborative innovation models. Cultivate new forms of employment, increase new jobs, carry out mass entrepreneurship, crowdsourcing, crowd support, and crowdfunding, support online entrepreneurship and employment for small and micro enterprises and self-employed individuals, develop micro innovation, micro applications, and micro products, and achieve flexible employment and time-sharing employment. Build a digital culture innovation and entrepreneurship service platform that combines innovation and entrepreneurship, incubation and investment, and online and offline integration, and support various business incubators, mass entrepreneurship spaces, and other carriers to create a digital culture “innovation and entrepreneurship” service system. Give full play to the role of capital in promoting new technologies, formats, and models in the cultural industry, make good use of venture capital and angel investment, and strengthen financing support for entrepreneurial enterprises.
(20) Integrate into regional development strategies. Build a number of digital culture industry clusters, and encourage the digital culture industry to gather on key functional platforms such as national cultural industry demonstration parks, national cultural industry innovation experimental zones, and national cultural and technological integration demonstration bases. Centering on regional development strategies such as the coordinated development of Beijing, Tianjin, and Hebei, the integrated development of the Yangtze River Delta, the development of the Yangtze River Economic Belt, the development of the Greater Bay Area of Guangdong, Hong Kong, and Macao, the ecological protection and high-quality development of the Yellow River Basin, and the dual city economic circle of Chengdu and Chongqing, we will cultivate a number of digital culture industry development clusters with complete industrial chains, rich innovation factors, and complete supporting functions. Linking the development of the digital cultural industry with the Great Wall, the Grand Canal, the Long March, and the Yellow River National Cultural Parks, as well as with the development of national strategic emerging industry clusters, national tourism demonstration areas, national cultural and tourism consumption demonstration cities, national cultural and tourism industry integration development demonstration areas, national night cultural and tourism consumption agglomeration areas, national cultural and financial cooperation demonstration areas, and national tourism resorts, Promote industrial agglomeration in a market-oriented manner to achieve spillover effects.
(21) Optimize the market environment. Adhere to inclusiveness and prudence, encourage innovation, and leave sufficient development space for new products, new forms, and new models in the digital culture industry, while strictly adhering to the safety bottom line. We will improve the management system for serious dishonesty lists and establish a new regulatory mechanism based on credit supervision. Strengthen the protection of intellectual property rights in new products, new forms of business, and new models of digital culture, improve the evaluation, rights allocation, and maintenance mechanisms, and promote the use and value realization of intellectual property rights. Support the innovative development of industrial organizations such as industrial alliances and associations.
(22) Deepen international cooperation. Promote the interaction of technology, talent, capital and other resources, cultivate a group of internationally competitive enterprises and a group of products loved by overseas young users. Innovate new formats and models for the export of digital cultural services, and develop digital trade. Deepen international cooperation on the “the Belt and Road” digital culture industry, create a platform for exchange and cooperation, provide digital services to the “the Belt and Road” countries and regions, and cooperate in the development of digital products. Encourage enterprises to explore the international market through e-commerce, project cooperation, overseas mergers and acquisitions, and establishing branches. Support digital cultural enterprises to participate in comprehensive and professional exhibitions at home and abroad, and support new models such as online cultural product exhibitions and trade fairs.
5、 Safeguards
(23) Strengthen organizational leadership. The cultural and tourism administrative departments at all levels should attach great importance to the development of the digital cultural industry, and study and formulate policies and measures to promote the development of the digital cultural industry in the region based on actual conditions. Promote the inclusion of the digital culture industry in local national economic and social development plans and key special plans, strengthen collaboration and policy cohesion with economic, technological, financial, and other departments, and plan and implement relevant tasks and measures in an integrated manner. Use digital thinking to promote the formation of a governance system with multiple government and enterprise participation, efficient linkage, and information sharing, and improve digital governance capabilities. Timely summarize the effectiveness of experience and practices, promote and promote typical cases, and fully mobilize the enthusiasm and creativity of consumers in the upstream and downstream of the industrial chain to support the development of the digital culture industry in the form of “online and offline” industry investment promotion, high-quality project selection, and government bank enterprise docking, to create a good development environment conducive to innovation and entrepreneurship creation.
(24) Improve the policy environment. We will continue to promote the reform of “deregulation and service delivery”, further relax access conditions, simplify approval procedures, optimize the business environment, and promote a better combination of effective markets and promising governments. Through pilot demonstration and major projects, we will accelerate the filling of weaknesses, address common issues, and guide the healthy development of new business forms and models. Closely track industrial development, carry out monitoring and forward-looking research. Make good use of investment policies such as investment within the central budget and national special construction funds to support the development of the digital culture industry and project construction. Support eligible digital cultural enterprises to apply for the recognition of high-tech enterprises. Implement relevant national industrial policies such as the digital economy and strategic emerging industries, and incorporate the digital culture industry into relevant local policy implementation systems. Actively select digital cultural products and solutions in livelihood, public welfare, public culture, and tourism service projects.
(25) Strengthen element support. Under the premise of legal compliance, controllable risk, and sustainable business, financial institutions are encouraged to develop and innovate financial products that conform to the characteristics of the digital culture industry. Support digital culture enterprises in bond financing, promote the establishment of digital culture industry investment funds, support eligible digital culture enterprises in utilizing multi-channel capital market financing, and expand financing channels. Guide eligible various types of social capital to participate in digital cultural industry projects using the government social capital partnership (PPP) model. Build a team of innovative and highly skilled talents in the digital culture industry, and cultivate a group of versatile talents with cultural connotations, technical standards, and innovative capabilities in the digital culture industry. We will improve the mechanism for talent cultivation, evaluation and incentive, and flow allocation in the digital culture industry, highlighting oriented management, thinking innovation, and practical training. Relying on the national cultural talent training base and relevant universities to strengthen talent cultivation in the digital culture industry, encourage universities and enterprises to innovate cooperation models, and jointly build training bases. Accelerate the cultivation of international talents in the digital culture industry.
Ministry of Culture and Tourism
November 18, 2020
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