Creative Ideas making Things meaningful
7 min readArt medium needs to directly face people s examination and attention it is an attention economy which needs a higher demand for creative ideas as its vitality relies almost completely on creative ideas. In recent years, the art medium in China has sped upits integration with media industry. With the further opening-up of the management system related to the media industry, doing business in a company way for commercial operation is become more and more matured. In the fierce rivalry of winning over local audience in the past few years, Chinese blockbusters have achieved initial successes over Hollywood blockbusters.
Promoted by technology and creative ideas, movie and teleplay industry and publicationindustry have penetrated and crisscrossed with telecommunication industry and internet dustry. as a result, the various industries within the art medium have been reorganized numerous new ways of operation have occurred, and a new and dynamic atmosphere has be fromed.
In 2005, the most symbolic creative product in China was undoubtedly a tv program called the Super Voice girls, a televised singing competition promoted by hunan Entertainment Channel, which sparked out not only a nationwide mania but also became an outstanding case of creative industry operation The income from the program crowned with the”Super Voice Girls reached RMB 14 million yuan; the ad income from seven final selections was RMB 20 million yuan; and the income from short messages sent by mobile phones was even higher, reaching RMB 60 million yuan. The success of the”Super voice Girls depended not only upon the competition system worked out meticulously by the planners but also a complete set of commercial operation modes. The mutu-among program producers, program brand operators, sponsoring companies with their names crowned, ad agents, telecommunication operators, providers of value-added service for sending short messages, entertainment packing companies, and network companies together with the numerous super girls involved in this interactive entertainment program, and various kinds of news media and hundreds of millions of nationwide tv audience-designed jointly a Super Voice Girls commercial brand with a huge market value. It is reported that the audience attracted by the final competition of the “Super Voice girls in 2006 reached over 400 million man-times.
On July 13, 2005 the Focus Media of China Concepts stocks officially landed the NASDAQ and its CEO Mr Jiang Nanchun was invited to push the bell for opening the NASDAQ market, becoming the first Chinese entrepreneur to enjoy the honor the data provided by the Focus Media showed that its total funds raised would reach the maximum of the chinese stocks ever listed in the nasdaQ over the years, totaling USd 172 million as a matter of fact, the mode for the Focus media to get profit is very simple, i.e. to collect advertising fees by continuously broadcasting outdoor ads on LCD screens. However, before the Focus Media, nobody had ever involved in this tv advertising market. Mr Jiang said,”In case there is already a traditional nighttime tv market belonging to families in this world, then it is also possible to have an entirely-new daytime tv advertising market belonging t many other places. Since its founding in May 2003, the lcd ad screens marked with Focus Media”have covered over 20, 000 business buildings and towers in forty-plus cities nationwide.
However，the world of animations and network games that demand imagination the most is another different place.From 1993 to 2003，the total volume of animation production was only 46，000 minutes but the year of 2005 alone was 42，700 minutes，doubling that of 2004 and the volume in the first eight months of 2006 exceeded 50，000 minutes.In 2006，the CCtv promoted a number of”classical comic dialogs and short pieces for broadcasting in animated cartoon,such as”A Fight between Guang Gong and Qin Qiong Red Sorghum Model Team”,”Doggie and black Lass”，and other classical comic dialogs and short pieces for broadcasting，all appeared in the form of animation though the content of theseworks is already well-known to the Chinese people，the match of unconventional tableau and the cartoon images designed by great masters still achieve entirely new effects and are well received by the audience.
Nowadays，new cartoon periodicals，books and a number of cartoonists initially getting rid of imitation vestiges and having the national style of china and the characteristics of the day are growing up rapidly.The Cartoon World，Cartoon Friends and other magazines are warmly welcomed by the reading public and the cartoon edition of All Men Are brothers and Journey to the West have been successfully published abroad and won a good market.In April
2006，the State Council of the People s republic of China put forward a series of policies and measures to promote the development of chinese animation industry.In accordance with the policies and measures，many companies related have readjusted their strategy and plans for development.
Today when animation，network and mobile telecommunications are closely connected computer and mobile phone screen are no longer a dull and dry text world.The network game industry of china is vigorously developing Within a short period of five years，Shanghai Shanda Networking Co，Ltd has owned over 100 million logged-in subscribers with its assets increasing from RMB 500，000 yuan to l0 billion，and become the largest internet enterprise at home and the largest networking game company in the world，which reveals its huge potentiality in creative industry.From July 2001 the month to introduce the network game”Legend from the R.o.K.by Shanda to 2005 the market output value of the network game in China reached RMB 3.77 billion yuan and that of mobile phone game market RMB 950 million yuan in only four years.In 2005，the subscribers of network games in China reached 26.43 millions，an increase of 30.1%compared with that of 2004.
When network games first appeared，people looked at the newborn with curiosity and an attitude of tolerance.However with more and more companies plunging into it，the market was glutted with large numbers of network games，players began to pay more attention to the quality of network games，and competition began more and more tough the elements of network game tableaus，programs，operations and setting-ups of world outlook are continuous l compared by players and people inside the circles.Those who make these elements combine together in a perfect way are outstanding game planners.We may well say that behind successful network game there must be a group of outstanding game planners.
In China，game planning has become a fresh occupation，which attracts a large number of it Using their own intelligence,imagination and ide-designing，they are making an interesting cyber nation Game planning，an occupation which I regarded a little mysterious not long ago，is rapidly in favor all around China and in good graces of many young people.
Mr Ding Yingfeng，a young man of thirty-two，is a senior game planner of the NetEase with Menghuan Xiyou（Dreamlike Journey to the West）and Dahua Xiyou II Xianly Qiyualase（Adventure of Wonderful Shoes，A Big Talk of Journey to the West II，）as the main works planned by him.From a senior player to a computer game planner and finally to a network game player，Mr.ding has witnessed the whole process of the network game development from its rudimentary stage to the booming period In 2001 when the Stone age enjoyed popularity for time，he was in Shenzhen Gameking Software Limited in charge of th Gulong Qunxia Zhuan（A Story of Swordsmen at Gulong）.In 2002，the Netease invited Mr Ding to join in the planning of Dahua Xiyou II（A Big Talk of Journey to the West II）.From thi time on，Mr.Ding has really stepped onto the route of network game planning.With continuous meticulous planning and perfecting quality in the various aspects of the game，Dahua Xiyou II（Part Two of a Big Talk of Journey to the West）has become one of the master works of domestic network game researched and developed independently at home.After reaching the top of domestic network games，Mr.Ding and his fellow workers were not satisfied.On the basis of experiences and lessons，they promoted an entirely-new work Menghuan Xiyou（Dreamlike Journey to the West）in December 2003，winning another great success.”We plan because we have competition”，Mr.Ding says so.
However，the game planning in China is also facing some problems，of which the most prominent is short of qualified people.The result of An Investigation Report of the Originality in Creating Strength of Network Games in China in 2005 shows that special technical personnel engaged in network game industry increased from 3，143 in 2004 and to 4，175 in 2005，an increase of 32%，in which planning personnel increased from 708 to 722，only an increase of fourteen people in one year Compared with the rapid development of network game industry，the comparative shortage of talents has become a very striking issue.The programmers and art designers needed by network game industry can be found in large numbers from the related specialty of universities and colleges.However，game planning personnel are in need of knowledge of history，literature，physics，geography，and even other skills such as programming，artistic designing，business management and interpersonal communications.In the present education system，it is very difficult to find corresponding specialty.Now China is founding special game education colleges in an energetic way.Animation education and training of talented people，construction of bases t develop animation industry and exchanges of animation in the world have all begun to move into the fast traffic lane.
It is estimated that the direct output value of the Chinese network games in 2006 reached rmb 8 billion yuan and the value brought along to the peripheral industries cot reach 100 billion.It means that China will become the largest network game market in the world.Large numbers of game point cards，game optic disks，game models，adornments costumes，etc will get into people s life.Though the world behind the screen seems vague with nothing in it，actually it also holds in store a set of its own financial system.With the continuous development of network games in China，a cyber world having a complete financial system has already come into being.Through some B2c and c2c transaction platforms，this financial system is transforming the wealth”in the cyber world into real wealth.
