US sites in Chinese streaming ‘gold rush’
BEIJING: Top streaming sites in the United States are heading a “gold rush” for Chinese content and are in talks with Chinese companies about distribution deals.
Disclosed You Xiaogang, head of Chinese Television Drama Production Industry Association: “With the rise of new media, new opportunities have sprung up, and this will reshape the overseas sales of videos produced in China.”
China earned about US$100 million (RM400 million) selling domestic screen productions overseas last year.
Added You: “That figure is the mere equivalent to the revenue of two popular TV series in China. That means there is still huge potential for Chinese dramas and movies overseas.”
You, himself a television drama producer, believes the expansion of Chinese imports will also bring opportunities in the age of the internet.
Video-streaming sites have much larger capacity and more options for viewers than do television channels, which face one obvious hindrance: the clock.
The Chinese online blockbuster drama Day and Night, which Netflix bought recently – its first purchase of a Chinese internet drama – is emblematic of the changes that are underway.
Made and released by video streaming service Youku, which is owned by the internet giant Alibaba, the 32-episode detective drama focuses on the twin brothers’ efforts to clear the younger of the two on charges of murdering a family of five.
Since debuting online on Aug 30 it has been viewed more than 4.5 billion times, Youku says. On China’s most popular review site, douban.com, the drama racked up a score of up to 9 out of 10, while the Amazon-affiliated IMDb gave it 8.9 points out of 10.
One critic on IMDb called it “the Asian version of Sherlock Holmes with a shocking twist and turn”.
“With a tense and an absorbing plot, along with the superb performances the actors give, this drama is certainly a pleasure to watch.”
Netflix plans to make the series available in its global market of 190-plus countries and regions. Xu Zhimin, assistant president of Youku, says the purchase is “an uplifting signal” for Chinese content makers.
“The quality of Chinese dramas has risen greatly over the past five years, and as a result they have won recognition in the international market.”
Another online sensation has been Princess Agents, about a sixth-century female slave’s rise to become an influential military leader. It set a record for YouTube views at nearly three billion, making it the mostwatched Chinese TV drama internationally. Plans are afoot for it to be translated into nine languages and broadcast in about 85 countries and regions.
“Overseas distribution is usually a long, time-consuming process,” Wei says. “In the future, Chinese companies may work with foreign distributors before the shooting of a drama begins, which will leave more time for marketing. In addition, foreign actors can make stories more appealing to international audiences.”
At the moment, the biggest problem for foreign fans of Chinese dramas is the limited information about these productions.
Anne. J, the founder of DramaPanda, an English-language website in Singapore that disseminates news and opinion about Chinese dramas, movies and celebrities, says most of its visitors are from the US. As its fan base has grown the website has been transformed from a personal blog to a thriving online community, she says.
“Costume dramas seem to be the biggest attraction. They range from fantasy pieces such as Ten Miles of Peach Blossoms to dramas such as Nirvana in Fire. I have noticed that these popular dramas in China tend to be similarly well-received by international viewers, especially if English subtitles are available. Princess Agents is a good example of that.”
With the rise of new media, new opportunities have sprung up, and this will reshape the overseas sales of videos produced in China. You Xiaogang, head of Chinese Television Drama Production Industry Association