On June 14, the USC-SJTU Institute of Cultural and Creative Industry (ICCI) at Shanghai Jiao Tong University, in partnership with the Motion Picture Association (MPA), hosted the 12th Global Film Industry Forum at SJTU’s Xuhui Campus.

Under the theme “UHD Vision, Intelligent Connectivity: Building a New Global Audiovisual Ecosystem,” participants exchanged insights on UHD industry development, content distribution, copyright protection, AI-enabled technologies, and international market expansion.

The forum was moderated by William FENG, Vice President, Asia Pacific and Head of Greater China, Motion Picture Association.

Strengthening Collaboration Across the Global Film Ecosystem

In his opening remarks, Ting HAN, Dean of ICCI, welcomed guests from academia and industry. He reaffirmed ICCI’s commitment to advancing innovation in China’s film and media sectors through interdisciplinary research, industry collaboration, and talent development. As emerging technologies continue to reshape the cultural and creative industries, he noted that universities have an important role to play in connecting research, education, and industry practice.

Urmila Venugopalan, President and Managing Director, APAC, Motion Picture Association (MPA), highlighted both the opportunities and challenges facing the global film industry amid rapid advances in artificial intelligence and ultra-high-definition (UHD) technologies. She called for deeper international cooperation in innovation, investment, and resource sharing to support the sustainable growth of the global screen industries.

Hongfen JIAO, Chairman of the China Film Producers Association and Vice President of the International Federation of Film Producers Associations (FIAPF), noted that technologies such as UHD production and artificial intelligence are transforming both content creation and audience experiences. He emphasized the importance of industry collaboration in driving innovation, raising professional standards, and strengthening international partnerships across the film sector.

Jinhui NING, Director of the Institute of Broadcasting and Television Planning under China’s National Radio and Television Administration, discussed the growing role of UHD technologies in accelerating digital transformation and expanding cultural consumption. He stressed the need for closer collaboration across the entire value chain—from content production and distribution to audience experience—to unlock the full potential of UHD media.

From Technology Innovation to Ecosystem Development

As China continues to advance its UHD agenda, the industry is entering a new phase driven by technological innovation, standardization, and closer collaboration across the value chain. Moderated by Weimin ZHANG, Professor at ICCI, the panel explored how emerging technologies are reshaping the production, distribution, and consumption of audiovisual content.

Weiwei HEI, General Manager of Beijing Yuanyin Intelligent Technology Co., Ltd., noted that while 4K video has become widely available in China, immersive audio technologies—particularly 3D audio—have yet to achieve the same level of adoption. He argued that broader uptake will depend on making high-quality surround sound more affordable. Through collaboration with China Mobile, the company is developing integrated smart audio solutions that combine AI capabilities, broadband connectivity, smart-home functions, and immersive sound systems, bringing premium audiovisual experiences within reach of more households.

Xiaoli JIANG, General Manager of Universal Trust (Beijing) Technology Co., Ltd., highlighted the growing importance of content protection in the UHD era. He noted that ChinaDRM / ITU-T J.104x, the world’s first international DRM standard, has already been adopted by major video platforms and hundreds of millions of smart devices in China. Looking ahead, he called for stronger end-to-end security solutions that protect premium content throughout the distribution process while supporting sustainable business models for UHD services.

As a pioneer of China’s IPTV industry, BesTV has played an active role in expanding the supply of UHD content. Gang LU, Vice President of BesTV Network Television Technology Development Co., Ltd., outlined the company’s efforts to broaden content distribution, upgrade existing content libraries through AI-powered enhancement technologies, and promote industry-wide UHD standards. BesTV has already built a UHD library of more than 50,000 hours of content.

Hengxi WEI, Deputy General Manager of the Home Multi-Screen Products Division at China Mobile Hangzhou R&D Center, presented China Mobile’s strategy for UHD development. He highlighted the company’s investments in 5G-Advanced and all-optical gigabit broadband infrastructure, which provide the foundation for high-quality content delivery. By building an integrated ecosystem across televisions, mobile devices, and connected home services, China Mobile aims to make UHD experiences more accessible to consumers and accelerate adoption nationwide.

Expanding Global Opportunities for UHD Content

As UHD technologies move into the mainstream, the industry is increasingly focused on how to build sustainable business models, unlock greater value from content, and expand into global markets. Against this backdrop, participants explored how content owners, distributors, and streaming platforms can work together to grow the premium UHD video-on-demand (VOD) market.

Youqiao DUAN, Senior Vice President of iQIYI, noted that 4K content has become a mainstream offering after more than a decade of industry development. He emphasized that premium viewing experiences depend not only on higher resolution, but also on image quality, audio performance, and seamless compatibility across platforms. By integrating proprietary AI technologies into content production and enhancement workflows, iQIYI aims to improve viewing experiences while reducing costs and expanding access to high-quality UHD content.

Drawing on international industry experience, William FENG observed that UHD has become a major growth driver in premium entertainment markets worldwide. He highlighted Hollywood’s mature distribution strategies—including premium theatrical formats, extended release windows, and multi-platform monetization models—as valuable examples for the continued development of China’s UHD sector. He noted that combining high-quality international content with proven distribution practices could help accelerate the growth of the domestic UHD market.

Danqiang LU, General Manager of Content Acquisition and Investment at Wasu Media, noted that 4K services have evolved from premium add-ons into a standard feature of large-screen viewing. As broadband infrastructure improves and audience demand continues to grow, UHD content is becoming an increasingly important part of the viewing experience. He also highlighted Wasu Media’s investments in AIGC technologies and international partnerships to support the global expansion of China’s UHD industry.

Yuanke ZHAO, Vice President of Beijing Generation Digital Technology Co., Ltd., identified cost efficiency and standardization as two key challenges facing UHD content distribution. While industry-wide efforts to unify technical standards are helping reduce bandwidth and delivery costs, commercial pathways for large-scale UHD distribution remain a work in progress. He called for closer collaboration across the value chain to streamline distribution, improve efficiency, and bring premium UHD content to wider audiences.

Now in its twelfth year, the Global Film Industry Forum has become an important platform connecting academia, industry, and policymakers. As a featured event of the Shanghai International Film Festival, the forum continues to foster dialogue, strengthen international collaboration, and contribute new perspectives to the development of China’s film and media industries.