New breakthroughs in overseas dissemination of major TV dramas (in-depth observation)

  "Together" has been translated into multiple languages ​​and broadcast on national television stations in Mongolia, Kenya, Pakistan, Albania, Myanmar, Iran, Kazakhstan, and new media platforms such as iTalkBB, ODK, and Dutch TV2Z in North America. That is, more than 8.87 million; "Shan Hai Qing" premiered on YouTube, and the first episode received more than 800,000 views 2 days after its launch, and the total playing time of the episode exceeded 2.5 million hours two weeks after its launch; "Ideal Shines in China" has been broadcast on YouTube and iTalkBB. Out, Indonesian, Khmer and other versions will be successively logged on new media platforms in Cambodia, Vietnam, Indonesia and other countries; "Big Waves and Sand" will be broadcast on YouTube, iTalkBB, Portuguese Iberian TV Canal IU channel simultaneously with China, and the English version will be available North American new media platform Amazon Prime Video, as well as Dailymotion and Facebook, will also be broadcast in South Korea, Pakistan, Greece and other countries and the Middle East...

  Since last year, a number of major themed TV dramas have been broadcast on international Internet platforms, independent platforms and friendly national TV stations, which have been widely recognized by overseas audiences, refreshed the international community's perception of Chinese TV dramas with the main theme, and achieved a new breakthrough in the overseas dissemination of Chinese TV dramas.

The realization of new breakthroughs is invaluable

  Zhu Xinmei, director of the International Institute of the Development Research Center of the State Administration of Radio, Film and Television, told reporters that there are three specific manifestations of new breakthroughs: first, breakthroughs in type and scale.

Whether it is a TV series on poverty alleviation, a period report on the anti-epidemic theme, or a TV series with the theme of commemorating the 100th anniversary of the founding of the Communist Party of China, all of them have entered the international market.

The second is a breakthrough in the scope of communication.

Major themed TV dramas are not only broadcast in Asian countries, but also in European countries; not only in developing countries, but also in developed countries.

The third is to realize the widespread dissemination of common human values.

Major themed TV dramas are high-spirited, aggressive, bright and warm, and have become a clear and warm current in the international TV drama market.

Especially in the context of the COVID-19 epidemic in the world and the world undergoing profound changes unseen in a century, these dramas have provided important spiritual strength to global audiences.

  Some major TV drama producers also affirmed the experts' views.

Sun Hao, vice president and editor-in-chief of Fang Yaoke Media, the producer of "Together", said: "This show is far more extensive than the past in terms of the scope of cooperation and the influence of partners." In 2021, "Together" will be in full swing. Broadcast in Indonesian, Persian and Thai.

Currently, the Spanish version is in production, and cooperation in Turkey and the Middle East is under negotiation.

In 2021, "Together" also won the Asia Broadcasting Federation TV Drama Award.

In their comments to "Together", the jury said: "This is a story about love, courage, sacrifice and humanity that resonates with everyone living on the earth under the epidemic." Sun Hao believes that "Together" The strong production and good reputation of the show, especially in the context of the global anti-epidemic, the common values ​​and emotions of mankind and the concept of a community with a shared future for mankind, which the show conveys, has brought it a steady stream of attention and market opportunities.

  Amazon Prime Video is a mainstream video site in North America. Wu Jiaping, chairman of Hangzhou Jiaping Film Co., Ltd., the producer of "Big Waves and Sand", said that the broadcast of this drama on this website is the first time that a major revolutionary historical drama has been broadcast on this platform. It is of great significance in overseas dissemination.

  For a long time, Chinese costume dramas, cartoons, and youth dramas have been exported more, and short videos of food and traditional culture have created many Internet celebrities at home and abroad.

These audio-visual products all have elements suitable for overseas communication, which can be described as "bringing their own traffic".

Major themed TV dramas must be realistic themes, and rely on the values ​​behind them, unique narrative skills, and superb performances by actors to attract audiences, which puts forward extremely high requirements for TV drama creation.

Zhu Xinmei believes, "In this sense, it is more valuable to achieve new breakthroughs in the overseas dissemination of major TV dramas, and it can better reflect the spiritual and aesthetic heights of Chinese TV drama creation."

High-quality dramas provide the most basic support

  Industry experts and producers generally believe that new breakthroughs in the overseas dissemination of major TV dramas are mainly due to the high-quality development of China's TV drama industry, the continuous improvement of the production quality of major TV dramas, and the continuous enhancement of overseas distribution capabilities and richer experience. , the dissemination channels are wider.

  Wu Jiaping said that in the comment area of ​​the overseas broadcast platform of "Big Waves and Sand", some viewers left a message praising the show's "excellent production and lineup", "historical authenticity, professional acting skills, and accurate lines, which deepened contemporary people's understanding of that era."

  Zhu Xinmei believes that major themed TV dramas themselves are of high quality, especially with a strong audience awareness. They actively create for young people and innovate the way of narration, which provides the most basic support for them to expand the international market and improve their competitiveness in international influence. .

These TV series accurately grasp the spirit of the times, reflect the values ​​behind China's contemporary development, and provide a window and text for people to understand China.

In addition, my country has initially established an overseas dissemination industry chain for TV dramas, and overseas distributors have continued to grow and develop. Some institutions have established distribution networks all over the world, broadcast platforms that cover a wide range, and independent platforms for overseas dissemination, and foreign translation institutions have also continued to develop. The expansion and the further improvement of multilingual translation capabilities have provided strong support for the overseas dissemination of major TV dramas.

Establish the concept of global operation and marketing

  It has always been difficult for TV dramas with major themes to spread overseas.

This new breakthrough marks that major TV dramas have found a way to enter the international mainstream. Chinese values ​​and Chinese spirit have entered the international mainstream in a more popular TV art form, which will be understood, accepted and accepted by a wider international mainstream. identify.

  Through culture, people can condense the soul; through art, it is easier to communicate with the world.

How should we further do a good job in the overseas dissemination of domestic TV dramas?

  Zhu Xinmei believes that the overseas dissemination of major TV dramas requires an organic combination of government leadership, corporate entities, and market mechanisms. All parties must form a joint force: the government must be proactive and provide necessary support for the creation and overseas dissemination of major TV dramas. The industrial chain The upstream and downstream market players should form an efficient cooperation mechanism, and the production agencies should create high-quality masterpieces with heart and emotion. broadcast platform.

In terms of creation, TV drama workers must adhere to integrity and innovation, constantly explore new connotations of major historical themes, explore new ways of expression and narrative strategies, and innovatively apply new audio-visual technologies.

  Sun Hao said that all the forces that can be mobilized should be mobilized to actively participate in overseas communication work.

For example, the overseas dissemination of "Together" is the result of the cooperation of the Ministry of Foreign Affairs, the State Administration of Radio, Film and Television, Shanghai Radio and Television, and Yaoke Media.

Taking the broadcast on Iranian state TV as an example, the Chinese embassy in Iran did a lot of introduction and promotion work, and Ambassador Chang Hua strongly recommended the show to the Iranian side; Under the agreement, Yaoke contacted the Iranian embassy to discuss copyright cooperation, and voluntarily granted the copyright of the show to the Iranian National TV Station for free, and provided as complete post-production support as possible on the film source, audio source and subtitles.

Previously, there were very few Chinese film and television dramas broadcast on Iranian state television, and the dubbing and dubbing of Chinese-language dramas took a long time. ".

  "The overseas communication of domestic TV dramas should further improve the cross-cultural communication mechanism, establish a smooth overseas communication channel, and establish a globalized operation and marketing concept." Wu Jiaping believes that we should target different overseas markets. Feedback of the cross-cultural industry chain, to establish and maintain international brands of Chinese film and television works.

He introduced that Hangzhou Jiaping Pictures has tried to establish long-term cooperation mechanisms with local media organizations in South Korea, Portugal, Greece and other countries to jointly promote the overseas dissemination of Chinese TV dramas.

  "Together" has been translated into multiple languages ​​and broadcast on national television stations in Mongolia, Kenya, Pakistan, Albania, Myanmar, Iran, Kazakhstan, and new media platforms such as iTalkBB, ODK, and Dutch TV2Z in North America. That is, more than 8.87 million; "Shan Hai Qing" premiered on YouTube, and the first episode received more than 800,000 views 2 days after its launch, and the total playing time of the episode exceeded 2.5 million hours two weeks after its launch; "Ideal Shines in China" has been broadcast on YouTube and iTalkBB. Out, Indonesian, Khmer and other versions will be successively logged on new media platforms in Cambodia, Vietnam, Indonesia and other countries; "Big Waves and Sand" will be broadcast on YouTube, iTalkBB, Portuguese Iberian TV Canal IU channel simultaneously with China, and the English version will be available North American new media platform Amazon Prime Video, as well as Dailymotion and Facebook, will also be broadcast in South Korea, Pakistan, Greece and other countries and the Middle East...

  Since last year, a number of major themed TV dramas have been broadcast on international Internet platforms, independent platforms and friendly national TV stations, which have been widely recognized by overseas audiences, refreshed the international community's perception of Chinese TV dramas with the main theme, and achieved a new breakthrough in the overseas dissemination of Chinese TV dramas.

The realization of new breakthroughs is invaluable

  Zhu Xinmei, director of the International Institute of the Development Research Center of the State Administration of Radio, Film and Television, told reporters that there are three specific manifestations of new breakthroughs: first, breakthroughs in type and scale.

Whether it is a TV series on poverty alleviation, a period report on the anti-epidemic theme, or a TV series with the theme of commemorating the 100th anniversary of the founding of the Communist Party of China, all of them have entered the international market.

The second is a breakthrough in the scope of communication.

Major themed TV dramas are not only broadcast in Asian countries, but also in European countries; not only in developing countries, but also in developed countries.

The third is to realize the widespread dissemination of common human values.

Major themed TV dramas are high-spirited, aggressive, bright and warm, and have become a clear and warm current in the international TV drama market.

Especially in the context of the COVID-19 epidemic in the world and the world undergoing profound changes unseen in a century, these dramas have provided important spiritual strength to global audiences.

  Some major TV drama producers also affirmed the experts' views.

Sun Hao, vice president and editor-in-chief of Fang Yaoke Media, the producer of "Together", said: "This show is far more extensive than the past in terms of the scope of cooperation and the influence of partners." In 2021, "Together" will be in full swing. Broadcast in Indonesian, Persian and Thai.

Currently, the Spanish version is in production, and cooperation in Turkey and the Middle East is under negotiation.

In 2021, "Together" also won the Asia Broadcasting Federation TV Drama Award.

In their comments to "Together", the jury said: "This is a story about love, courage, sacrifice and humanity that resonates with everyone living on the earth under the epidemic." Sun Hao believes that "Together" The strong production and good reputation of the show, especially in the context of the global anti-epidemic, the common values ​​and emotions of mankind and the concept of a community with a shared future for mankind, which the show conveys, has brought it a steady stream of attention and market opportunities.

  Amazon Prime Video is a mainstream video site in North America. Wu Jiaping, chairman of Hangzhou Jiaping Film Co., Ltd., the producer of "Big Waves and Sand", said that the broadcast of this drama on this website is the first time that a major revolutionary historical drama has been broadcast on this platform. It is of great significance in overseas dissemination.

  For a long time, Chinese costume dramas, cartoons, and youth dramas have been exported more, and short videos of food and traditional culture have created many Internet celebrities at home and abroad.

These audio-visual products all have elements suitable for overseas communication, which can be described as "bringing their own traffic".

Major themed TV dramas must be realistic themes, and rely on the values ​​behind them, unique narrative skills, and superb performances by actors to attract audiences, which puts forward extremely high requirements for TV drama creation.

Zhu Xinmei believes, "In this sense, it is more valuable to achieve new breakthroughs in the overseas dissemination of major TV dramas, and it can better reflect the spiritual and aesthetic heights of Chinese TV drama creation."

High-quality dramas provide the most basic support

  Industry experts and producers generally believe that new breakthroughs in the overseas dissemination of major TV dramas are mainly due to the high-quality development of China's TV drama industry, the continuous improvement of the production quality of major TV dramas, and the continuous enhancement of overseas distribution capabilities and richer experience. , the dissemination channels are wider.

  Wu Jiaping said that in the comment area of ​​the overseas broadcast platform of "Big Waves and Sand", some viewers left a message praising the show's "excellent production and lineup", "historical authenticity, professional acting skills, and accurate lines, which deepened contemporary people's understanding of that era."

  Zhu Xinmei believes that major themed TV dramas themselves are of high quality, especially with a strong audience awareness. They actively create for young people and innovate the way of narration, which provides the most basic support for them to expand the international market and improve their competitiveness in international influence. .

These TV series accurately grasp the spirit of the times, reflect the values ​​behind China's contemporary development, and provide a window and text for people to understand China.

In addition, my country has initially established an overseas dissemination industry chain for TV dramas, and overseas distributors have continued to grow and develop. Some institutions have established distribution networks all over the world, broadcast platforms that cover a wide range, and independent platforms for overseas dissemination, and foreign translation institutions have also continued to develop. The expansion and the further improvement of multilingual translation capabilities have provided strong support for the overseas dissemination of major TV dramas.

Establish the concept of global operation and marketing

  It has always been difficult for TV dramas with major themes to spread overseas.

This new breakthrough marks that major TV dramas have found a way to enter the international mainstream. Chinese values ​​and Chinese spirit have entered the international mainstream in a more popular TV art form, which will be understood, accepted and accepted by a wider international mainstream. identify.

  Through culture, people can condense the soul; through art, it is easier to communicate with the world.

How should we further do a good job in the overseas dissemination of domestic TV dramas?

  Zhu Xinmei believes that the overseas dissemination of major TV dramas requires an organic combination of government leadership, corporate entities, and market mechanisms. All parties must form a joint force: the government must be proactive and provide necessary support for the creation and overseas dissemination of major TV dramas. The industrial chain The upstream and downstream market players should form an efficient cooperation mechanism, and the production agencies should create high-quality masterpieces with heart and emotion. broadcast platform.

In terms of creation, TV drama workers must adhere to integrity and innovation, constantly explore new connotations of major historical themes, explore new ways of expression and narrative strategies, and innovatively apply new audio-visual technologies.

  Sun Hao said that all the forces that can be mobilized should be mobilized to actively participate in overseas communication work.

For example, the overseas dissemination of "Together" is the result of the cooperation of the Ministry of Foreign Affairs, the State Administration of Radio, Film and Television, Shanghai Radio and Television, and Yaoke Media.

Taking the broadcast on Iranian state TV as an example, the Chinese embassy in Iran did a lot of introduction and promotion work, and Ambassador Chang Hua strongly recommended the show to the Iranian side; Under the agreement, Yaoke contacted the Iranian embassy to discuss copyright cooperation, and voluntarily granted the copyright of the show to the Iranian National TV Station for free, and provided as complete post-production support as possible on the film source, audio source and subtitles.

Previously, there were very few Chinese film and television dramas broadcast on Iranian state television, and the dubbing and dubbing of Chinese-language dramas took a long time. ".

  "The overseas communication of domestic TV dramas should further improve the cross-cultural communication mechanism, establish a smooth overseas communication channel, and establish a globalized operation and marketing concept." Wu Jiaping believes that we should target different overseas markets. Feedback of the cross-cultural industry chain, to establish and maintain international brands of Chinese film and television works.

He introduced that Hangzhou Jiaping Pictures has tried to establish long-term cooperation mechanisms with local media organizations in South Korea, Portugal, Greece and other countries to jointly promote the overseas dissemination of Chinese TV dramas.

  Miao Chun

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