On November 17, the T.621 Mobile Terminal Animation International Standard 2018 Industry (Application) Conference was held in Jimei, Xiamen. The conference was co sponsored by the Jimei District People's Government, Xiamen Municipal Bureau of Culture, Radio, Television, Press and Publication, and China Mobile Migu Company, to jointly explore the promotion and application of mobile terminal animation international standards and the development path of China's digital cultural standards industrialization.

In recent years, the scale of China's digital economy has continued to expand, and the digital culture industry has also developed rapidly. At present, it has become one of the main drivers of mass cultural consumption. In 2017, the number of users reached 310 million. How to define the instrumentality and value of digital technology to traditional culture in the face of the cutting-edge trend of international standards of digital culture? Become a topic of heated discussion among the guests.

5G technology and application is a major advantage of China Mobile and a key link in Migu's advanced industrial layout. On May 18 this year, China Mobile signed strategic cooperation with the State Administration of Cultural Heritage. Good interaction was carried out in cultural promotion, cultural relics supervision, management informatization and public services. The two sides work together to create a "super connected" museum, connect offline and online experiences, break the boundaries of museums, and create a new type of virtual museum business.

Liu Xin, chairman of Migu, said that since this year, Migu has focused on the application of T.621 international standard in cultural relics and hardware. In terms of culture and museum, based on standards and combined with VR and AR technologies, precious cultural relics are transformed into virtual digital content and seamlessly integrated into real scenes. Migu cooperates with the National Culture Museum, Shaanxi Museum, etc., and jointly creates the National Treasure Conference project with CCTV. It is relying on standards to help the inheritance of Chinese excellent traditional culture. We believe that experience is the constant pursuit of users, while the essence of experience is culture, and experience is also the best carrier of culture. Therefore, we define Migu's vision as "a technology company with innovative culture, full scene immersive experience and ecology", and we are committed to expanding the scene through technology+technology to open the next generation immersive experience (NGIE) for users.

The museum is called the living room and soul of the city. With the support of new technologies, the valuable cultural heritage resources contained in museums are also being integrated into all aspects of users' lives in the form of animation, games, film and television, cultural creativity and other forms. The contribution of the digital revolution to today's museums is not only to provide new tools, but also to affect the cultural value of museums in depth and breadth. It is becoming a trend of cultural inheritance in the new era to say cultural relics in terms of the second dimension and let them move.

An Laishun, Vice President of the International Museum Association and Vice President and Secretary General of the Chinese Museum Association, believes that in 2016, there were more than 30000 exhibitions held by various museums nationwide, with more than 900 million visitors, many of whom visited the museum through various digital channels. The advantages of this digital experience are mainly reflected in the dialogue mode, interactive experience Data storage and many other aspects.

Chen Xuliang, deputy curator of Hunan Provincial Museum, introduced the super connected museum jointly built by Migu and Hunan Provincial Museum. The museum takes Migu Dimensional Station C as the entrance for visitors to pass through, integrates museum content and service resources, carries out one-stop museum membership services, and provides online services and offline experiences for hundreds of millions of Internet users. Online service area, using mobile Internet, VR, AR, 5G, AI and other new media technologies, users can use mobile phones to enjoy the national treasure from zero distance, visit museum content and world cultural heritage in a virtual way, and listen to the curator and commentator tell the story behind the national treasure through short video, live broadcast or VR video. The user experience is more immersive and interactive. In the offline experience area, a Han Dynasty journey is waiting for users. Visitors can "travel through" Han Dynasty sites and life scenes, play the role of ancients, and interact socially in reality through physical feelings such as vision, hearing, smell, taste, touch, etc. Through the ancient and modern times, the combination of reality and fiction, novel scenes and cultural relics experience make the ancient cultural relics become vivid.

It is understood that in recent years, Migu has been committed to the inheritance of Chinese excellent culture. Migu read the titled "The Gathering of Chinese Characters" to let the audience fully understand the deep cultural and historical connotation of Chinese characters in a novel way; Jointly with Chengdu Research Base of Giant Panda Breeding, we launched the "Panda Sailing Plan for a New Era and a New Journey" to fully promote panda culture and carry forward China's excellent traditional culture with Chinese elements and world-class influence. In the future, Migu will continue to give play to its all IP operation advantages to promote the in-depth development of the T.621 international standard. Relying on the advance layout of China Mobile in the 5G field, and the first mover advantage of Migu as a member of the 5MII (5G Multimedia Innovation Alliance), it uses standard patent convergence to promote multi form applications such as pan entertainment culture, intelligent hardware, and the Internet of Things; At the same time, taking T.621 as a foothold, we are moving forward towards the "digital culture standard cluster", continuing to promote in the animation, audio, video, AR, VR, holography, AI and other digital culture full interaction fields, and continuing to achieve technological innovation in the cultural field. (Yang Bo)

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