USC-SJTU Institute of Creative and Culture Industry (ICCI) was founded in 2015 by Shanghai Jiao Tong University (SJTU) and is an internationally-oriented school within SJTU (see www.sjtu.edu.cn for details). ICCI’s establishment grew from the joint efforts of University of Southern California (USC), Minhang District Government and Shanghai Zizhu High-tech (Group) Co., Ltd. As an important aspect and expression of SJTU’s internationalization strategy, ICCI integrates global world-class resources reflecting demands of the industry’s value chain and the market. ICCI’s distinction is three-fold – internationalization, interdisciplinary focus, and Industry orientation – and takes on the mission to nurture creativity, innovation and entrepreneurship among talents for the cultural and creative industry. ICCI dedicates itself to be a global institution providing premier resources to aspiring students from all over the world.

Course Title: Technology to Shape the Future of Media & Entertainment in China

Duration: 2020.7.9-2020.7.24 (2 weeks)

Course Description

China has seen rapid growth in the entertainment industry in recent years. It is forecast to rise at a compound annual growth (CAGR) of 8.8% over the coming five years, compared to global with a GAGR of 4.4%. As the country with the largest number of Internet users, based on the fact that the New Internet Technology is profoundly changing the entertainment and media industry, from content production to content distribution, the business operation is facing rapidly shifting, opportunities and challenges.

The program aims to help the overseas students to understand the booming media and entertainment industry in China, especially the emerging technology from media, movie, music, game and creative copyright trading. It provides students with an interdisciplinary vision of technology, creativity and management. Additionally, it offers opportunities to visit representative enterprises and communicate with founders or executives face to face.

• Integrated international teaching and production team

The main teachers are experts in the interdisciplinary fields of art, media and technology. The teachers’ research fields cover the integration of pictures, music, new media and artificial intelligence technology, which basically covers the main scenes of current application in the creative field of artificial intelligence. At the same time, the sources of teachers take into account the different perspectives of art, technology and business applications.

• Interdisciplinary teaching concept practice

Course is designed to promote the integration of technology and art of teaching concept, to help students to understand different professional background, how to cooperate with people of different disciplines, how to combine artificial intelligence with virtual reality technology, creative and media and other professionals. The whole program aims to develop interdisciplinary understanding, the train of thought to solve the problem, try to practice the teaching idea of cross-border integration.

• Task-based teaching mode

The course is designed to combine students' report or tasks to develop task-based teaching mode. To guide students to practice and summarize in time. Additionally，the teaching tasks  which are based on activities and community, are more in line with international students' learning path.

• Business visit

Industry research opportunities for top companies. Industry sharing and corporate visits in the course include Alibaba, iQIYI, SMG, Tencent, Ximalaya, and other Internet media and entertainment companies in China.

Alibaba set five-year goals to serve over 1 billion annual active consumers and achieve over 10 trillion RMB in annual consumption through our China consumer business by the end of fiscal year 2024. Alibaba Digital Media & Entertainment include Alibabapictures, xiami music, alisports, aligames,alibaba literature and youku.

iQIYI, Inc. (NASDAQ: IQ) is an innovative market-leading online entertainment service in China. For the year of 2018, iQIYI‘s average mobile MAUs were 454.5 million and their average mobile DAUs were 135.4 million. On average, iQIYI‘s users spent 9.4 billion hours per month watching video content on their platform through all devices, and spent 1.6 hours per day per user watching video content on our mobile apps during the year. iQIYI distinguishes itself in the online entertainment industry by its leading technology platform powered by advanced AI, big data analytics and other core proprietary technologies.

Shanghai Media Group or SMG is one of China’s largest media and cultural conglomerates, with the most complete portfolio of media and related businesses. The Oriental Pearl Media Company under SMG was the first cultural and media company in China to realize a market capitalization totaling more than 100 Bln RMB ($15 Bln) on the Shanghai Stock Exchange in 2015. By June of 2015, SMG has more than RMB 61 Bln ($10 Bln) in assets and about 17,200 employees.

Tencent was founded in Shenzhen, China, in 1998, and listed on the Main Board of the Stock Exchange of Hong Kong since June 2004. On the principle of "connecting everything", Tencent continues to explore a range of diverse, integrated social entertainment offerings that look towards the future. Building upon high-quality content and driven by our technological innovations, Tencent continues to explore the next generation of social and content integration. Now Tencent is one of the largest Internet comprehensive service providers in China, and also has most the Chinese service users. Besides these, it’s one of the most popular internet companies.

Ximalaya with more than 600 million mobile phone users. They also has more than 50 million overseas users. Ximalaya not only leads the innovation of the audio industry, but also attracts a large number of cultural and self-media people to join the audio content business, more than 7 million audio anchors, and they have jointly created coverage of finance, music, news, business, Novels, cars and other 328 billion audio content. More than 3,000 brands such as Ali, Baidu, KFC, Durex, L'Oreal, etc. have also settled in Ximalaya.

Sherwood HU

Tenured Professor, film director

Prof. Sherwood Hu, "one of the most exciting and dynamic directors that emerge from China" (Kirt Honycutt, Hollywood Reporter). Born and raised in Shanghai in a creative and artistic family, Sherwood relocated to the US to study his Masters of Arts degree in New York State University and earned a Ph.D. in directing from the University of Hawaii at Manoa. He also studied at The Public Theater in New York under Joseph Papp, and began his professional career directing in theatre, including productions of Rashomon, Constant Prince and The Chairman's Wife. Hu created The Legend of Prince Lanling, a lavish stage production set in ancient China; this received an Honorable Mention Award from the Kennedy Arts Center. He was invited by Shanghai TV station Art and Culture channel hosting the only Film Critique program Hu on Silver Screen since 2009. And he was the artistic director of 2010 World Expo Shanghai Pavilion, which is one of the most popular pavilions in the Expo.

Sunghan RYU

Assistant Professor

Dr. Sunghan’s research and teaching interests include IT innovations in cultural and creative domains and effective information systems applications in the entrepreneurial context. His current research interests revolve around 1) crowdfunding and its impacts on creativity and innovation, 2) customer relationship management practices in emerging online platforms, 3) digital entertainment consumption behavior of young Chinese people, and 4) business and community values of coworking spaces in CCI.

Rex WANG

VP of Operations in Visual China Group

Rex WANG is fully responsible for the construction and operation of the photographer community (500px.me) and designer community visual ME (shijue.me), He is also responsible for promoting the company's medium- and long-term strategic development planning. He lead his team worked closely with the world's largest photographer community, 500px, to quickly build a global photography community—the 500px Chinese version, and the Visual China · Photographer Community. Provide domestic photographers with a platform for global sharing and exchange, and help photographers build their personal brands.

Zhixin Xu

Assistant Professor

Dr. Zhixin Xu is a composer, sound artist and computer music researcher based in Shanghai, China. He seeks to complement and extend the musical inflections of performers with electronic sound, sometimes generated in real time by the software he develops. Much of his recent music has been focused on exploring how purely computer-generated sound materials can be used along with musical instruments and purely acoustic sounds.

* Courses and teachers may be subject to minor adjustments，ICCI reserves the right of final interpretation.

A. Students from overseas, Hong Kong, Taiwan, and Macao must be enrolled as an undergraduate or graduate student prior to applying for this program.

B. Students from non-English speaking countries should provide an English language proficiency certificate. Either an IELTS (no less than 6.0), TOEFL (no less than 79 points), or TOEIC (no less than 800 points). If you are studying in a fully English taught program, you must provide the relevant certificate.

C. Other prerequisites may be required by each course.

An official certificate and 2 credits will be issued to the student who completes the course by the University.

Chauncey WANG（cxwang@sjtu.edu.cn）

More course details to be found at:

https://summerprogram.sjtu.edu.cn/Data/View/223

https://summerprogram.sjtu.edu.cn/data/list/application

Please apply via the following website :

http://apply.sjtu.edu.cn