The wind and water turns.
Editor’s note: This article is from the WeChat public account “Drug” (ID: youhaoxifilm), the author of the drug editor.
文 | Fu Qiong Yin
Edit | He Runwei
South Korea, which used to send “husbands” to us through Korean dramas, seems to have begun stealing “wife” from domestic dramas.
“The scorpion is out! Scorpion! Scorpion! Scorpion! Your nephew!” When he saw Zhou Xiru, who played the role of Zhu Xudan in “New Eternal Dragon Slayer”, Jin Xiche said excitedly to his younger brother. This Amway looks like everyone who introduces his loved one to his loved ones.
Kin Hee Chul’s above-mentioned performance in the watch variety show “My Child’s Bear Child” also sparked heated discussions between China and South Korea – South Korea’s largest search engine, NAVER, has five hot topics on related topics, including “Zhu Xudan” Hot search for the second, “Eternal Dragon and Dragon Sword” hot search for the seventh. In China, on September 2, #金希澈安利祝绪丹# boarded the 17th place on Weibo Hot Search, and the next day, Zhu Xudan went to Jin Xiqi Weibo comment, let #祝绪丹 respond to Jin Xiche# to the hot search first.
China Television, which was officially launched in South Korea in 2005, has trained a number of fixed audiences like Jin Xiqi that are “top” on domestic dramas. The Chinese TV station, which broadcasts Chinese programs all year round, is the main front of domestic dramas broadcast in Korea. The data shows that Korean viewers’ attention to domestic dramas is increasing year by year – China Television’s annual average ratings in 2015 increased by 435% compared with five years ago. In 2019, “New Eternal Dragon Slayer” was the only TV drama of China Television that entered the top ten of the single-day ratings in the first half of the year. In addition to Chunghwa TV, there are now three channels dedicated to Chinese programs such as ChingTV, TVB Korea and Martial Arts TV.
In fact, other Asian countries and regions have always been important markets for national dramas. According to the statistics of the National Bureau of Statistics, the total amount of China’s TV drama exports to Asia in 2015 accounted for 72% of the total global exports. As of October 2016, Guangxi People’s Broadcasting Station has translated 546 sets of Chinese film and television dramas. Since 2014, it has broadcast more than 100 sets of Chinese film and television dramas in Cambodia and Laos. In 2017, Thailand’s state-run free-to-air TV station CH3 broadcasted a large number of domestically produced dramas including “Jingzhong Yuefei”, “Wu Shen Zhao Zilong” and “The Emperor of the World”.
“The Emperor” is broadcast in Thailand
Besides the traditional TV platform, streaming media has also become an important channel for national dramas to be broadcast overseas in recent years. There was no “Chen Qing Ling” broadcast on China TV, and it was also a hot hit on YouTube. The drama of the drama caused by the “Chen Qing” also spread to Thailand. During the broadcast of Tencent’s overseas version of WeTV, the “Chen Qing Ling” will be uploaded to Thailand on Twitter every time, and it is often the trend in Thailand. On August 14th, the broadcast of the finale was also ranked first in the Twitter World Edition. Perhaps it is affected by this. On September 21st, “Chen Qing Ling” will also hold a meeting in Thailand, and this news once again ranks 13th in the Twitter World Edition.
Thailand meets the card to tweet the world version of the hot search 13th, “Chen Qingling” ending on the Twitter World Edition hot search 1
The national drama has also made new breakthroughs in North America this year. In addition to exporting to Asian countries such as Japan, Singapore, Malaysia, and Vietnam, Chang’an Twelve Hours also went online in North America in the form of “paid” for Viki, Amazon, and YouTube. This is also the first time that Chinese TV series are in these three. The platforms are also paid for at the same time.
“Chang’an Twelve Hours” is broadcasted simultaneously on three overseas platforms
The wind of the national drama has been blowing for many years. Take Huace Group as an example. It sold 1,292 hours of content in the first half of 2018. At present, it has authorized more than 10,000 hours of Chinese film and television production to be distributed to more than 180 countries and regions around the world. Beginning in 2017, Netflix has successively acquired national dramas such as “White Nights”, “Heavenly God”, “Fairy” and “Meteor Garden”. This year’s Shanghai TV Festival, the general manager of the Malaysian Star Media Group’s Dimsum platform program procurement department, Champion, said that 50% of its platform is from mainland China.
But in the market that goes out to sea, South Korea has always been an exporter of “squatting land”. It has always been Korea’s most exported drama to China, but recently this national drama has made people see the strength of national drama. According to the incomplete statistics of Weibo movie blogger “Sun is a big face”, More than 50 Chinese TV dramas (including online dramas) were introduced in Korea in 2017, and climbed to 63 in 2018, which is increasing year by year. .
Chinese TV dramas introduced and broadcasted in Korea in 2017 (Source: Weibo @太阳好大脸)
The famous Korean forum instiz has a post to discuss “a lot of reasons for people who like Chinese TV series”, and lists 7 reasons – 1. Super gorgeous and magnificent scenery 2. People can see very comfortable Jewelry, hair accessories, clothes 3. Can see the vast landscape of the land 4. There are sci-fi color CG and world view 5. NB action play 6. Make people feel refreshed and cool. 7. Yan value, release pictures Most of them are domestic costume dramas popular in Korea.
In this context, the audience of the domestic drama is gradually getting more and more. At the beginning of August this year, Weibo netizens “waiting for the goldenfish of the wind” released a number of comparison maps, trying to prove that this year’s 8-point Korean drama “Druner Hotel” suspected of copying the domestic costume drama “East Palace”. Many netizens began to follow up and make contrast pictures, trying to prove that there are suspected coincidences between the two dramas, such as shots, plots, and people’s settings, such as “falling horses to uncover the following yarns and drinking water together” “one party fell into the quicksand and the other side rescued with a rope” . This controversy will also be ##德鲁纳酒店Donggong #” sent the hot search to the 17th place. Unlike the previous “domestic drama suspected of copying Korean dramas”, one of the netizens said that “nationality changed, commented over 10,000”, so that Korean drama fans do not have to be too humble on local content. “Korean drama can also copy domestic dramas.”
Although the above events are not qualitative, we can be sure that the national drama has become a normal state, and the sea-going model is developing rapidly.
Chinese content goes out to sea. There are two main paths before 2019: Set up an official account on YouTube to broadcast and sell copyright (including TV stations and streaming media). For example, in the name of “People’s Name” and “Chu Qiao Chuan” which were broadcast on YouTube in 2017, the former played more than 7 million, while the latter became the top YouTube YouTube hit. In 2016, the Chinese TV series “Slightly Smiles” was hitting 27 million Internet hits on the Vietnamese video site Zing TV. You know, the population of Vietnam in 2016 just exceeded 94 million.
This year, video sites began to build their own channels overseas. In June of this year, Tencent Video launched the overseas version of WeTV, and iQiyi reached a cooperation with the Malaysian Astro platform, setting up the iQiyi brand channel from the platform. The video site has also started to hold offline events in the local area, such as “To Our Warm Lights” and “Full-Time Masters” have held fan meetings in Thailand. Next, WeTV plans to launch online in Vietnam, India, Malaysia and other markets, and deepen its sinking and operation in the mature Southeast Asian market.
《情情令》Thailand meeting
As far as national dramas go to the sea, establishing channels is the first step, and continuous delivery of quality content is the core. Judging from the current content of the national drama, the costume drama is still the most popular type of drama. When there are more types of TV drama markets in Korea and other countries, it is the day we really clap our hands.