Chinese dramas spread globally

Recently, the first international communication report of domestic TV dramas completed by the research team of the Development Research Center of the State Administration of Radio, Film and Television - "Report on the International Communication of Chinese TV Dramas (2022)" was released in Beijing. Through a large number of detailed data, it analyzes the international communication effect and market competition pattern of domestic TV dramas, portraits international users, puts forward countermeasures and suggestions to improve the international competitiveness of Chinese TV dramas, and becomes an important summary, reference and basis for the international dissemination of Chinese TV dramas.

TV dramas (including online dramas) are the main products of China's international trade in audiovisual programs and have become an important force in building a new pattern of international communication. Since entering the new era, the quality of Chinese TV dramas has been continuously improved, the types of themes have been continuously enriched, the international distribution network and international communication channels have been continuously expanded, and they have been broadcast in more than 200 countries and regions around the world, and a new international communication pattern has basically taken shape. In 2021, China's TV drama exports have returned to pre-pandemic levels. The annual export value of TV dramas was 56.83 million US dollars, a year-on-year increase of 118%, accounting for about 75% of China's total program exports; In the whole year, 714 TV dramas and more than 30,000 episodes were exported, with a duration of about 25,000 hours.

The international market is geographically diversified

China's TV drama exports cover five continents of the world. Asia is the largest market for Chinese TV dramas. In 2021, China's TV drama exports to Asia accounted for about 1/3 of the total TV drama exports.

Southeast Asia is the core market for Chinese TV dramas. Chinese TV dramas have always been popular in Southeast Asia. In 2021, the number of episodes, and the duration of Chinese TV dramas exported to Southeast Asia ranked first in overseas markets, with an export value of about US$8.61 million, accounting for about 15% of total exports. From 2012 to 2021, the value of Chinese TV drama exports to Southeast Asia was about 73 million US dollars, accounting for 17% of China's total TV series exports in the past 10 years.

Japan and South Korea are the backbone markets for Chinese TV dramas. All kinds of Chinese TV dramas are loved by audiences in Japan and South Korea. Reality dramas are very popular in Japan and South Korea, such as "Hot Mom" has been broadcast many times in Japan and has been remade. The amount of Chinese TV drama exports to Japan and South Korea maintained an increase trend. Japan is the market with the highest international sales unit price (hourly price) of Chinese TV dramas. In 2021, the export of Chinese TV dramas to Japan reached 8.81 million US dollars.

The cultivation of the Central Asian and Russian-speaking markets has accelerated. Through the implementation of the "Khalkha Mongolian Translation and Promotion" project, a number of excellent Chinese TV dramas such as "Life Apocalypse", "Parental Love" and "Little Parting" have been broadcast in Mongolia, promoting the dissemination of Chinese TV dramas in Mongolia to make a major breakthrough. At present, Chinese TV dramas have achieved commercial distribution in Mongolia. A number of excellent TV series, such as "All Very Good" and "Good Life", have been broadcast in Kazakhstan, Russia and other countries, providing a window for local audiences to understand China.

Markets in Africa and the Middle East are emerging. Through the continuous implementation of projects such as the "China-Africa Innovation Cooperation Enhancement Project", Chinese TV dramas have entered thousands of households in Africa, playing an important role in creating a credible, lovely and respectable image of China in Africa. Many Chinese TV dramas are popular in Africa, and Chinese costume dramas and urban dramas have gained a group of African fans. Arab countries have also become an important emerging market for Chinese TV dramas. Chinese period dramas and youth idol dramas are welcomed and loved by Arab audiences. Chinese youth idol dramas have become a new topic for Arab fan socialization; After the Arabic version of the period drama "Niang Dao" was broadcast on China-Arab Satellite TV, the heroine Ying Niang became an "idol" for Arab audiences.

The variety of themes is rich and diverse

Chinese TV dramas of various themes are competing to go overseas, and have achieved a new stage from mainly costume dramas and kung fu themes to contemporary dramas and the coexistence of multiple themes.

Important breakthroughs have been made in the international dissemination of major theme dramas. "Great Rivers" has been broadcast a total of 33.08 million times on international Internet platforms, with a praise rate of 88.43%. "Mountains and Seas" has been broadcast in many countries and has aroused widespread attention from the international community. "Gong Xun Yuan Longping's Dream" was broadcast in Belarus and Kyrgyzstan and was loved by audiences in both countries. "The Great Exam" is being broadcast in many countries.

Contemporary urban drama is widely welcomed by the international market. Contemporary reality dramas such as "Ode to Joy", "The Next Stop is Happiness", "An Home", "In the Distance", "Thirty Only" and "The World" have achieved good international communication effects. Among them, "Thirty Only" was released to many countries in the world, the long-tail effect is obvious, and it is still popular in many countries, and Japan, Vietnam, Indonesia and other countries have purchased the remake rights of the show.

Youth idol dramas have become the new main force of international communication. Among the 85 Chinese TV dramas that have been viewed more than 1 million times per episode on YouTube, youth idol dramas account for 52%; Among the 10 dramas with a total of more than 200 million views, there are 7 youth idol dramas.

Costume dramas are more competitive in the international market. Costume dramas contribute significantly to the international trade of Chinese TV dramas, and the average price of single episodes distributed internationally is relatively high. From 2015 to 2021, 52 of the total 70 Chinese TV dramas in the top 10 international distribution revenue were costume dramas, with an average release price of about US$61,200 per episode of these 52 head costume dramas and an average price of US$29,500 per episode of the head contemporary drama.

The channel platform forms a matrix

The international communication platforms of Chinese TV dramas are becoming increasingly diversified, and the matrix of "TV China Theater", overseas versions of long video platforms, built-in video applications in smart terminals, and international Internet platforms has formed a matrix to effectively promote the international dissemination of Chinese TV dramas.

"TV China Theater" is the main platform for broadcasting realistic dramas and major theme dramas. "TV China Theater" is an international communication platform organized and built by the Central Propaganda Department and the State Administration of Radio, Film and Television. As of August 2022, audiovisual media in 38 countries and regions have opened 62 "TV China Theaters", providing an important channel for Chinese TV dramas to enter the mainstream population of various countries. In 2021 and 2022, "TV China Theater" has broadcast a total of 38 excellent dramas, including "Together", "Mountain and Sea Love", "Meritorious Service" and "Big Exam".

China's new audiovisual media overseas platform has become an emerging force for the international dissemination of TV dramas. iQiyi, Tencent Video, Mango TV, Youku and other long-form video platforms have all launched international versions, becoming an important force for the international dissemination of Chinese TV dramas. Some of their user sizes are close to 100 million, some are as high as 150 million; some cover more than 100 countries and regions, and some cover nearly 200 countries and regions. According to incomplete statistics, iQiyi International Edition, Tencent Video International Edition, and Mango TV International Edition have launched nearly 1,600 dramas. In addition, the built-in video applications of smart terminals such as Chinese smartphones and smart TVs have become a new entrance for the international dissemination of Chinese TV dramas, carrying a large number of Chinese dramas into the international market.

The Internet is the main way for Chinese TV dramas to enter Europe, America and Arabia. Film and television program production institutions, online audiovisual institutions, overseas distribution agencies, MCN (multi-channel network) institutions, etc., have set up a large number of channels and special areas on YouTube, Viki and other international Internet platforms, providing multilingual services, and have become the main channels for audiences in Europe, America and Arab regions to watch Chinese TV dramas. According to incomplete statistics, as of October 2022, there are more than 700 Chinese TV dramas on YouTube that provide services in English, French, Spanish, Portuguese, German, Italian, Russian, Arabic and other languages, making it easier for international viewers to understand Chinese TV dramas. In addition, international audiovisual platforms such as Netflix and Disney+ have also actively purchased excellent Chinese TV series and broadcast them to global audiences.

The role of overseas local new media platforms is becoming increasingly prominent. In many countries and regions, Chinese TV dramas have become an important part of their local new media platforms. For example, in Vietnam, some local video websites account for more than 50% of Chinese TV dramas.

Multiple elements attract users

The international users of Chinese dramas are mainly Asian audiences, female audiences, post-90s and post-00s. Among the 100 best-spread Chinese dramas on YouTube, the traffic contribution rate in Asia is about 65%, the female audience contributes about 75%, and the post-90s and post-00s contribute more than 80% of the traffic.

The favorite elements of Chinese TV dramas for international audiences are mainly comedy, drama and romance, followed by fantasy, adventure action, historical suspense, and finally thriller, family short film, biography, music, sports.

English is the number one language for Chinese TV dramas in the world, with 55 of the 85 episodes on YouTube with an average of more than 1 million views per episode, providing English subtitling or dubbing services. Arabic is the second largest language for the international spread of Chinese TV dramas.

At present, the international communication of Chinese TV dramas is facing a situation in which the export scale is small, the competition for Korean dramas and American dramas is fierce, the internationalization level of China's overseas platforms needs to be improved, and the translation and promotion marketing need to be strengthened. In order to adapt to the new trend of the development trend of the international market of TV dramas and the new pattern of international competition, enhance the competitiveness of Chinese TV dramas in the international market, and better play the important role of TV dramas in spreading Chinese civilization, it is recommended to: improve the global market layout, consolidate the ASEAN, Japanese and Korean markets, continue to cultivate the markets of Central Asia, the Middle East and Africa, and continuously improve the influence and market share in traditional markets and emerging markets; Strive to improve the quality of TV dramas, open up the international market with high-quality products, and strive to create global blockbuster dramas; Strengthen the weak links in the communication chain, break through the obstruction of cooperation between TV drama production institutions, distribution institutions and overseas platforms, and form an international communication synergy; Cultivate leading institutions in competition and cooperation, and strengthen the matrix of all links of international communication; Establish an international communication big data platform, strengthen the research of international communication data of TV dramas, and continuously open up a new situation in the international communication of Chinese TV dramas. (People's Daily Overseas Edition author: Zhu Xinmei, Zhou Jing, Zhou Shuya)

Source: People's Daily Overseas Edition