“Little China” Vietnam TV Market Full Scan
Editor’s Note: This article is from WeChat public account “Blowfish Film Archive” (ID: htysda), author Deng Yingxi.
Opened the Vietnamese video site bilutv, the pufferfish video file (id:htysda) found that the online drama “The Egg Yolk Man”, which has been online for less than two weeks in China, has appeared on its homepage and has received more than 23,000 hits. When Xiaoyue came to visit the Vietnamese National Television (VTV), which is equivalent to CCTV in Vietnam, they also felt their strong demand for Chinese film and television content, especially like “Water Margin”, “Huanzhugege”, “Bao Qingtian”, The costume drama of “The Legend of Chu and Han”.
Illustration: Vietnam National TV VTV
VTV staff told puffer fish, based on this demand, Vietnam’s online video platform has launched a large number of Chinese film and television dramas, and even has a special classification for it. But only VTV’s own VTV GO, and the video of Tencent’s overseas version of WeTV are genuine. Because of their low local market share, the bigger market is occupied by pirated websites and Youtube. This kind of piracy is rampant. Similar to China more than a decade ago. However, their copyright awareness is getting stronger, so the demand for genuine film and television content is increasing, but the previous introduction process is longer, which takes about half a year. The pufferfish video file (id:htysda) has already reached a cooperation with VTV. The domestic TV series introduced by Xiao Entertainment will take only two to three months from negotiation to signing.
At the same time, variety shows are also popular among the audience in Vietnam. The Vietnamese version of “Running Man” “Chay Di Cho Chi” has gained 1.45 million fans on Youtube, with a cumulative 190 million plays. It is understood that when Vietnam introduces a variety model from abroad for local production, the production cost of an episode can reach 500,000 US dollars. At present, only Jiangsu Satellite TV has gone through the model of the variety show “Super Magician” to Vietnam. In the future, domestic variety makers may also consider exporting models or production to Vietnam.
Not only domestic film and television culture content has a great development prospect in Vietnam, but Vietnamese users also have a high level of popularity on domestic social platforms. According to the data platform Deepaso shows nearly oneIn the months of downloading the social software of ios in Vietnam, Bigo has always been in the first place.
Karaoke Now, a software that combines K song, live voice and social development, developed by a famous company in Guangzhou. Also ranked second in the ranking of entertainment apps. And in the Vietnamese market to defeat the national K songs, to achieve 200,000 days of live.
What is the market situation of Vietnamese film and television culture? How does social software in Vietnam go out of the competition? The pufferfish video file (id:htysda) tries to answer these questions by visiting these companies.
Video Culture: Strong demand for copyright in Chinese genuine film and television dramas
Either the 87-year version of “Dream of Red Mansions” or “East Palace” which has performed well in the online drama market this year, has already gone to Vietnam and won the audience’s enthusiasm. Youtube has more videos about “East Palace”. Nearly 100,000 are uploaded by Vietnamese fans. What is the TV drama and variety market in Vietnam?
We came to VTV (Vietnamese National TV), which is equivalent to CCTV in Vietnam, to understand the local situation. TV station staff Grey told us that there are more than 20 cable channels throughout Vietnam, of which VTV has 9 channels and HTV (Ho Chi Minh TV) has 4 to 5 channels. VTV’s annual income is about 400 million yuan, usually 30 seconds for a good time, the price of advertising is 1.5 million yuan; in the golden season of the ball season, the price can rise up to 2.4 million yuan. The main advertisers are OPPO, Unilever and the milk brand. However, if the drama is low and not in the golden file, it is basically only a hundred thousand 30s.
The expenditure on the content of the TV station is divided into two parts: self-made and purchase. In terms of TV dramas, VTV has one or two episodes produced each month, most of which are family ethics dramas, and the dramas purchased are less than 10 in a year. These TV shows are generally 50 to 60 episodes, and the longest is even more than 500 episodes. VTV has purchased the copyright of the 86 edition of Journey to the West in China for $1,000. This drama has also become a childhood memory for locals. In fact, as early as the end of the 1990s, starting with “Hunger,” Vietnam TV began to introduce TV dramas from China. In the six years from 2000 to 2006, there were as many as 300 Chinese TV dramas broadcast by Vietnamese TV stations. The Vietnamese audience has already been trained to watch Chinese TV dramas. However, since 2012, the TV station suddenly became big.The reduction in the broadcasting of Chinese film and television dramas has only six in 2014. It was not until the last two years that the situation began to pick up again.
According to Grey, the audience watching Chinese TV dramas is showing a younger trend than the audience watching Vietnamese local dramas. The audience between the ages of 18 and 35 is mainly watched through the video website. The audience over the age of 35 are watched through the TV station, among which women account for 60%, and these viewers have the highest degree of love for Chinese costume dramas.
Stable audiences, viewing habits, and convenient sea going processes have prompted more and more domestic dramas to enter the Vietnamese market. The Vietnamese video platforms BiluTV and ZingTV also feature separate Chinese TV dramas. But whether it is VTV’s own video website VTV GO or Tencent video overseas version WeTV, the local proportion is very low, the larger market is occupied by pirated websites and Youtube, this piracy is rampant with more than a decade ago China is similar.
When Xiaoyue came to VTV to visit, the staff told us that they urgently needed TV series like “Water Margin”, “Huizhugege”, “Bao Qingtian” and “Chu Han Legend”. Because the Vietnamese audience is very interested in the history of China, especially in the Three Kingdoms era, Chinese costume dramas are the most popular in the local area. The process of Chinese TV dramas to the Vietnamese TV station is not complicated. If you contact through the pufferfish video file (id:htysda), the whole process takes about 2 to 3 months.
Although the domestic TV drama market in Vietnam is recovering, the domestic production team has not yet started the joint production of film and television dramas with the Vietnamese production team. South Korea has already begun to try in this area. In 2014, South Korea’s CJ and the Vietnam Film and Television Production Center (VFC) jointly produced the first and second works of the TV series Forever Young. The actors and production teams work in the two countries. The personnel were formed together, and the shooting location also spanned the two countries. The final TV series was broadcast on VTV3, harvesting 8% to 9% of the ratings, far exceeding the average.
In the variety show, the current Vietnamese model mainly comes from Japan, South Korea and Europe and the United States. If the copyright fee is not included, the production cost of a set of variety shows is generally about 500,000 US dollars. This price is almost approaching China’s second-line variety show. Korean psychology game variety “Society Game” produced by TNV TV in Korea, American variety “American Ninja Warrior” (American Ninja Warrior) derived from Japanese TV series “Sasuke”, “Vietnamese good voice”The purchase price of popular variety shows reached 1 million US dollars, which shows that the variety has a large floating space in the Vietnamese market.
Like China’s TV stations, Vietnam TV stations also adopt a business strategy of separation of production and broadcasting. The Vietnamese company TV station HTV purchased the copyright of “Running Man” from South Korea SBS, and combined the Madison Media Group and Lime Entertaiment to localize the program. The name of the program was changed to “Chay Di Cho Chi” and aired in April this year. In just two months, the ratings ranked first in terms of other programs, and the final episodes broadcasted at the end of last month were as high as 5.2%.
On Youtube, the program’s official account earned 1.45 million followers, and the total number of videos totaled more than 190 million. Grey tells us that hilarious variety and music variety shows like Chay Di Cho Chi are the most popular among Vietnamese audiences.
Domestic TV stations are also trying to export their original variety show mode to Vietnam. Last year, Jiangsu Satellite TV sold the model of “Super Magician” to a Vietnamese production company. According to the public information of Jiangsu Radio and Television, in addition to the description of the program mode provided to the Vietnamese producers, there are also consulting services on stage design, magic props production, music copyright combing, post-packaging, etc., which make them complete in two months. From the pre-planning to the formal production process, the entire model took only half a year from the sea to the landing. The program was finally broadcast on VTV3, which yielded a 2% rating, which is higher than the average rating of VTV3 in the same period.
The film and television culture is not limited to traditional TV dramas and variety shows. Short videos also have the same opportunities. Short videos like Chen Xiang’s 6:30, Li Zikai and Office Ono have a certain popularity in the local area. According to the pufferfish video file (id:htysda), there are local companies that want to introduce such short videos in the form of exclusive agents or single purchase rights.
Because of the cultural similarities between China and Vietnam, with the easing of relations between the two countries and the strong demand from local audiences for the content of Chinese film and television culture, domestic film and television culture content may be more and more popular in Vietnam.