In order to encourage the creation of high-quality Internet content and create a good industry ecology, on July 15, Shanghai's Several Measures on Supporting the Creation of High quality Internet Content (hereinafter referred to as "Several Measures") was released, which clearly defined nine supporting policies, including financial incentives, talent policies, scene construction, and support for going to sea. The "Several Measures" is over a thousand words long and contains a wealth of valuable information. It includes excellent public service platforms, incubators, and industrial parks, with an annual reward of up to 10 million yuan; Those who tell good stories about Shanghai and China will receive a maximum reward of 100000 yuan per item; For the construction of application scenarios related to empowering creativity with artificial intelligence (AI), a maximum of 30% funding will be supported; To set up a green channel for loans for creators and industrial chain enterprises, provide preferential guarantees, and grant bank loans with discount interest... The relevant person in charge of the Publicity Department of the Shanghai Municipal Party Committee said that the Internet content creation industry has developed rapidly, and Shanghai always welcomes and wholeheartedly helps relevant enterprises and talents, especially young talents to display their talents and achieve their dreams in this city. We hope that through more powerful policy guidance and support, we can create a good ecology, improve the industrial level, further prosper and develop high-quality Internet content creation, and better carry forward mainstream values, mainstream public opinion, and mainstream culture. The first of the nine measures is to establish a creative cluster to create a high-quality Internet content creation cluster. Several Measures proposed to support Huangpu District and Yangpu District to build a globally influential and leading Internet high-quality content creation cluster. For public service platforms that have achieved significant results within the agglomeration area, as well as incubators and industrial parks that have shown outstanding performance throughout the city, a maximum of 10 million yuan in rewards will be provided annually at the municipal level in accordance with the requirements of the city's special fund management for promoting the development of cultural and creative industries. At the same time, relying on platform enterprises and industry associations, brand events such as the Global Creator Conference and Innovation and Entrepreneurship Competition will be held in the cluster area to create a high-end exchange and trading platform in the industry. A single project will receive a maximum of 2 million yuan in funding support at the municipal level, with a proportion not exceeding 30% of the total project investment. Why were Huangpu and Yangpu selected among the 16 districts in Shanghai? Looking at two sets of data: the number of high-tech enterprises in Huangpu District will exceed 200 in 2024, 480 new private enterprises for scientific and technological innovation will be introduced, and the employment in the cultural, sports, entertainment, and scientific research technology service industries will increase significantly; Yangpu District has gathered over 8000 digital economy enterprises, and the scale of software and information services industry has exceeded 300 billion yuan, maintaining double-digit growth for five consecutive years, accounting for nearly one-fifth of Shanghai's total scale. Relying on Huangpu and Yangpu to build a cluster area, the aim is to match the comprehensive advantages of the existing core industries and leading platforms in the two areas, laying the foundation for policy implementation and differentiated and distinctive development of the cluster area. Xiaohongshu, born in 2013, is a "chain oriented" Internet content creation enterprise rooted in Huangpu, attracting a large number of high-quality Internet content creators. "From Nanjing Road on the Bund to the old town of Yu Garden and Xintiandi, the entire urban area of Huangpu is an inexhaustible source of wealth for content creation." Yao Hengheng, director of the Development and Reform Commission of Huangpu District, said that Huangpu District will give play to the headquarters effect of small red books and the advantages of financial technology industry, use the central science and technology innovation zone, the second facade of the Bund and other space resources, and focus on attracting high-quality content creators of finance, science and technology, fashion Internet to settle in. Bilibili (Bilibili) is headquartered in Yangpu, with over 30% of content creators from Shanghai having over 2 million followers. The person in charge of Bilibili said that the nine measures have injected momentum into creating a better creative ecosystem. At the same time, the Several Measures encourage all districts in Shanghai to combine the actual situation to create advantageous links in the Internet high-quality content creation industry chain and optimize the city's industrial layout. Who are the beneficiaries of the policy combination punch 'Several Measures'? Shanghai opens its arms wide. Whether it's UP creators, bloggers, contracted creators, or entrepreneurial teams (studios), multi-channel distribution service agencies (MCN agencies), contracted influencers... as long as they create high-quality content that actively spreads positive energy, has high social recognition, and great influence, they can all become beneficiaries of policies. The 'Several Measures' focus on incentivizing high-quality content creation. The cluster has set up a fast track for the protection of the legitimate rights and interests of high-quality Internet content creators to ensure the healthy and sustainable development of high-quality content creation compliance. For those who are good at telling stories about Shanghai and China and have significant influence, a maximum reward of 100000 yuan will be given at the municipal level for each individual content, and priority will be given to recommending and applying for national and municipal honors. In terms of scientific and technological empowerment creation, the main body that carries out the construction of application scenarios related to AI and other technology enabled Internet high-quality content creation will be given financial support up to 30% of the total investment. These measures are tangible incentives for creating high-quality content. ”Travel blogger Wang Moyuan, who has 350000 followers across the internet, said. The 'Several Measures' have addressed and responded to the pain points and difficulties related to professional titles, household registration, housing, and supporting services that various creative entities and related enterprises are concerned about. Previously, some creators have reported that one of the pain points is the narrow career development channel and low sense of honor and achievement. The 'Several Measures' aim to connect career development paths, including supporting platform enterprises to register as vocational skill evaluation institutions, including high-quality content creators in talent plans, award selections, and professional title evaluations, providing creators with clearer career development channels. At the same time, there is a bias towards high-quality content creators in terms of household registration policies and other aspects. Pay attention to policy coherence. Focus on city level matters such as talent policies and resource advantages, and moderately distinguish and coordinate with district level policies that focus on specific service enterprises, striving to achieve the policy effect of "1+1 GT; 2". For example, in terms of talent policies, the "Several Measures" have solved the problem of district level lack of relevant powers; In terms of reward and subsidy policies, the combination of city level policies and district level policies further enhances support and the sense of achievement of relevant entities. "The nine measures focus on the construction of a healthy cultural ecology of high-quality Internet content, not a single or one-way policy support, but take into account the various elements and dimensions of high-quality content production, fully demonstrating the systematic integration of policies. ”Zheng Chongxuan, Deputy Director of the Institute of Literature at the Shanghai Academy of Social Sciences, stated. To build an industrial ecosystem, high-quality Internet content creation also requires the creation of tropical rainforest like ecology. The 'Several Measures' not only focus on solving urgent and difficult problems at present, but also aim to invest in upstream and downstream links of the industrial chain such as space carriers, industry activities, and financial capital in the long run, with the goal of building a sound and complete industrial ecosystem. To solve the financial problems of creators and small and micro enterprises, Shanghai is promoting the establishment of a special fund, opening up a green channel for bank loans, and providing interest subsidies for bank loans not exceeding 50% of the market quoted interest rate for the same period. At the same time, in order to reduce the start-up cost of creation, support the cluster area to provide shared facilities such as shared spaces and live streaming rooms, provide one-stop services such as business registration, financial and tax consultation, policy declaration, copyright confirmation, etc., and give priority to providing talent apartments and household registration for high-quality content creation talents. Encourage creators to actively produce high-quality content, and strive to provide creators with diverse and high-quality real-life materials and shooting creative spaces. Open up more public resources and creative scenes to creators, promote the opening of Shanghai's landmark scenic spots, cultural and museum venues, major festivals and exhibitions to creators, and provide creative convenience; Support business cooperation between state-owned enterprises, mainstream media, and creators. At the same time, we will encourage high-quality content to go abroad and support the creation of Chinese cultural IP overseas. We will encourage platform enterprises and MCN institutions to sign contracts with overseas high-quality Internet content creators, and facilitate visa processing for foreign creators. Provide support in terms of creative resources, dissemination channels, and service guarantees for high-quality content that has a significant impact overseas. These measures are welcomed by the creator community. I am full of expectations for support measures such as finance and going global, "said Cheng Yanliang, CEO of Shanghai Hulu Network Technology Co., Ltd. and anchor of the" Left and Right "podcast. High quality content is an important part of a city's soft power and industrial vitality. ”Wang Haibin, the Internet content creator, believes that behind the launch of the nine measures, Shanghai is launching a set of urban narrative production mechanism oriented to the "15th Five Year Plan" and with content as the core. Zheng Chongxuan believes that the "Several Measures" provide solid policy support for the construction of Shanghai's network culture highland, and the active and surging cultural creation will help enhance the cultural soft power of the people's city. According to the relevant person in charge of the Publicity Department of the Shanghai Municipal Party Committee, the next step will be to continuously improve the operability and accuracy of the policy, so that relevant enterprises and creators can have more sense of gain. "Our vision is to make Shanghai a 'dream factory' of high-quality Internet content." (La Xinshe)