Is the domestic drama export a good business?

Editor’s note: This article is from WeChat public account “Entertainment Unicorn” (ID : yuledujiaoshou), author: Batty floor.

If the 2015 “Biography” was the first domestic online drama to be bought by Netflix, it would also give public opinion a sense of pride in the “new era of domestic drama”, so now, the paradox It’s no surprise that the news about the domestic dramas from all over the world has been published.

Yesterday (October 21), the “Chen Er Ling”, which has burned a summer, appeared on the homepage of the Netflix official website of North American streaming media. The information shows that “Chen Qing” will be on October 25th. Broadcasting in North America, South America and Europe. “Chenqing girls” are boiling again.

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

Before this, The “Navigation Tour” of “Chen Er Ling” has already begun. At the end of September, “Chen Qing Ling” officially announced that the series will be exported to South Korea and Japan. On October 11th, the Korean TV station released the first official trailer of the “Chen Qing Ling”. The drama was officially aired in South Korea yesterday, while Japan was granted the right to broadcast the episode by the copyright party Solasia Entertainment Inc. The Japanese version of “Chen Er Ling” is scheduled to be broadcast next year.

Before, the “Chen Qing Ling” completed the screening of some overseas regions at the time of broadcasting in China. The drama was broadcasted simultaneously by the Tencent video overseas station WeTV in Thailand, Indonesia and other countries and Taiwan. In Thailand, “Chen Qing Ling” related topics once reached the top of Thailand’s Twitter hot search, but also reached a Thai fan meeting.

At the same time, the show also landed on American video sites Viki, ODC and Youtube. At the end of the “Chen Qing Ling”, the score on Viki reached 9.8 points, becoming the highest rated Chinese TV series.

Not from the “Chenry Order”It is difficult to see that the domestic drama “going out to sea”, copyright trading areas and paths are increasingly diversified, from streaming media platforms such as Netflix and Viki to Korean TV stations, channel TVs, etc., and the situation of drama exports itself is increasingly daily. In the past two years, “琅琊榜”, “如懿传”, “Fujian”, “Chu Qiao Chuan”, “Tiansheng Long Song”, “Yanqi Raiders” and other head costume dramas, “It’s quite good”, “Hold me up, give up me.” “The cool life, we can not be sad” “Little Parting” and other modern dramas have completed the copyright export.

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

The question worth pondering now is what is the actual meaning of the domestic drama export. These episodes that entered the era of “great sailing” have won a reputation of seemingly glory, in the episode broadcast, copyright price, etc. What value has been created in the aspect, or simply speaking, is domestically produced export is a good business?

From Netflix, Viki to Korean TV,Which episodes are successfully going to sea?

In the past three years, the public may also be aware that the proportion of domestic dramas to the sea is gradually increasing. This part is related to the development of the film and television market. The IP drama of the head has increased, the influence and spread of film and television content has increased, which has attracted the attention of overseas markets. The film and television companies are also in urgent need of homogenization of market content and aesthetic fatigue of the audience. Seeking new markets. In 2017, Huace took the lead in setting up a Chinese TV drama (network drama) export alliance. According to media reports, the total revenue of the alliance exceeded 300 million in a year or so.

On the other hand, the regulatory policy is positive. In 2017, China International Television Corporation’s United Nations Film and Television Corporation launched the “China Film and Television Culture Import and Export Enterprise Collaboration”. In 2018, there were 58 members of the cooperative body. At the end of 2018, the regulatory authorities announced that they will extend the financial support for key national cultural export enterprises for another five years, with financial support and tax incentives.

Under policy guidance, domestic film and television exports have also changed. There are data showing that China Electric in 2016The total export volume of video dramas is about 120 million US dollars, reaching about 100 million US dollars in 2017. Recently, at the “One Belt and One Road” Internet International Cooperation Forum of Wuzhen Summit, the founder and CEO of Aiqiyi Gong Yu said that the export of Chinese film and television in 2018 800 million yuan or 900 million yuan, and China’s total import and export volume reached 30 trillion yuan last year. According to the export value, the proportion of film and television culture is less than one in ten thousand. Obviously, there is still a broad market space for film and television exports.

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

From the various head dramas that have already gone out to sea, the domestic dramas are in a state of arrogance and arrogance. Everyone is heading in the same direction, but they can achieve the goal and attract the attention of overseas audiences. There are not many works. If the export platform is roughly divided into several categories, it may be possible to see the content trend of overseas markets.

Part of the export platform for domestic dramas in overseas markets is a streaming media platform, namely Netflix, Hulu, Amazon and other internationally influential streaming media platforms, such as “琅琊榜”, “甄嬛传” The series of “White Nights”, “Meteor Garden” and other successful episodes successfully landed on Netflix, “Ruyi Biography” entered Hulu, “Chang’an Twelve Hours” authorized Amazon, paid broadcast.

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

From streaming media giants such as Netflix and Hulu to Korean TV, who is the big buyer of the domestic drama

Or a global social video platform like YouTube, domestic Hualu Baina, Huace and other film and television companies have settled in YouTube to set up a special area, Youku, Tencent, Iqiyi and other video sites also Set up my own