From planning to overseas cooperation, to new expansion of cooperation forms, it took less than a year for Tencent Video WeTV to confirm to the world the possibility of China's online audio-visual platform on the international stage. Tencent Video’s overseas layout model also provides some new ideas and new choices for China’s cultural industry to go overseas.
At present, the global cultural exchange market is becoming increasingly open, the audio-visual industry is developing rapidly, and the going global of Chinese culture has become a general trend. How to further promote the "going out" of Chinese audio-visual culture? How to introduce more high-quality international content? It is an important issue facing the industry.
Thanks to the advantages of technology upgrades and content innovation, China's online audio-visual industry has achieved remarkable results in promoting the overseas dissemination of Chinese culture in the past two years. However, to achieve a breakthrough in the strategic level of content going overseas, we must break the traditional model of relying solely on works going overseas, establish a more systematic and large-scale content matrix, and form an agglomeration effect. At the same time, we can continuously improve content self-control and marketing capabilities so that international communication and cultural exchanges can truly become active.
Recently, Tencent Video International Edition WeTV announced that it will achieve strategic cooperation with BEC World, the operator of Thailand CH3 TV Channel (hereinafter referred to as Thailand 3 ). Tencent Video WeTV has also become the first partner to receive simultaneous broadcasts and exclusive on-demand selection of TV series programs in Thailand 3 TVs. Regarding this cooperation, Tencent Video Vice President and Penguin Film and Television Senior Vice President Han Zhijie said that Tencent Video will work in-depth cooperation with international partners with an open and win-win attitude to promote the output and introduction of high-quality content, further broaden the international horizon of China's audio-visual industry, tell good stories of China and spread good international content.
From planning to overseas cooperation, to new expansion of cooperation forms, Tencent Video WeTV has taken less than a year to confirm to the world the possibility of China's online audio-visual platform on the international stage. Tencent Video’s overseas layout model also provides some new ideas and new choices for China’s cultural industry to go overseas.
builds an international platform to promote content sharing
builds an international communication platform, continuously broaden the boundaries of content communication, and expand the "circle of friends" of cultural interaction, which is the primary basis for promoting international communication. In the past two years, China's audio-visual industry has grown increasingly, and the global market is becoming a new battlefield for China's audio-visual industry. Whoever can complete the layout first will be able to stand out in the new round of competition.
Among the many layouters, Tencent Video has come out of its own characteristics. In June 2019, Tencent Video created the overseas video platform WeTV, which was officially launched in Thailand, Indonesia , India, Vietnam and other countries and regions.
is different from a simple project going overseas. Tencent Video's outbound overseas releases Chinese content to broadcast on TV stations and new media in different regions, transforming it into a systematically concentrating Chinese content on its own platform, attracting local users through localized subtitles and dubbing, concentrating users who like Chinese content on one platform, and continuously providing mainland content to users. This not only changes the overseas format of homemade content and broadens the overseas channels, but also narrows the distance between content and international users.
But Tencent Video’s goal is not only to let Chinese culture go global, but to establish an international communication platform covering the world. This strategic cooperation with Thailand 3 Channels is an important step for Tencent Video to further strengthen its platform internationalization strategy. According to official reports, in 2020, both sides will provide users with high-quality Thai TV series content through their respective Internet audio-visual platforms. Next, in addition to providing Chinese audio-visual content on Tencent Video's international version of WeTV platform, it will also broadcast three high-quality TV series under Thailand. At the same time, WeTV Thailand and Tencent Video will be broadcast and on-demand together with Mello, a OTT platform under Thailand 3, to exclusively broadcast and on-demand selection of Thai TV series content. The selected Thai TV series content will be released to other regions of WeTV Asia as on-demand programs. In addition, Tencent Video WeTV will also purchase some high-quality series from Thailand. It will be broadcast in China and Southeast Asia. In the future, more high-quality content will be recommended to other Southeast Asian markets.
It is not difficult to see from the cooperation with Thailand 3 Channels that Tencent Video has taken another step forward in establishing an international content copyright library, creating an international content communication platform, and continuously expanding its communication boundaries. In the future, WeTV will become an international high-quality content hub, which can not only output high-quality Chinese variety shows, dramas, documentaries, animations, and online movies, but also connect high-quality audio-visual content from all over the world, truly promoting the dissemination and exchange of international audio-visual content and promoting the global sharing of high-quality content.
Gathering high-quality content Multicultural collision
If building an international communication platform is the hardware foundation for promoting cultural exchange, then continuously providing high-quality content from all over the world is the soft power to promote cultural exchange.
In the past two years, with the rapid growth of online audio-visual content in China, more and more high-quality dramas and variety shows have been favored by overseas audiences. The series "To Us Warm Hour", "The Untamed", " Alien Girl Chai Xiaoqi " aired on WeTV in 2019 are more popular in Thailand and Indonesia than other overseas dramas broadcast at the same time, and have truly set off a craze for mainland dramas in Thailand and other places. Among them, "To Us Warm Hour" set a record for the highest number of views since WeTV's Thailand Station opened during its broadcast, which directly prompted WeTV to win the first place in the Thai app store many times.
At the same time, Chinese audiences' interest in international TV series content is also growing rapidly. Previously, Tencent Video had broadcasted three popular Thai TV series " Princess Romance ", "A Meow Fight" and "Beautiful Boy" simultaneously with Thailand 3. In addition to outputting and introducing high-quality content and deepening cross-border exchanges and mutual learning,
also pays great attention to improving self-control capabilities. Not only should we create more high-quality Chinese online audio-visual content, but we can also combine our own advantages to work closely with local TV stations, high-quality production agencies and teams in various aspects such as content planning, shooting and production, broadcasting, marketing and promotion to create more localized high-quality content that meets the aesthetics and needs of local users.
How to seek change in the face of global inability to innovate audio-visual content? Perhaps joint production and international collision are a new idea. For example, through in-depth cooperation between Tencent Video and local Thai media organizations, creating extremely creative and high-quality audio-visual content will become a template for the globalization of the audio-visual industry and will be promoted in a wider range of regions. In the future, we will see high-quality content from all over the world on the WeTV platform.
Online and offline three-dimensional marketing touches more local users
In the context of globalization, international communication and cross-cultural communication have become an important manifestation of a country's soft power. Promoting excellent Chinese online audio-visual content to overseas markets is an important issue for Chinese culture to go global. In addition to building an international platform and producing high-quality content, the overseas promotion of Chinese culture is inseparable from precise marketing.
aims at the promotion and marketing of overseas markets. Tencent Video cooperates with local teams and combines local characteristics to carry out three-dimensional online and offline marketing, striving to promote the most local users.
online, WeTV joined forces with many well-known social media websites such as YouTube, Facebook, Twitter, Instagram and other famous social media websites to promote the latest stills and videos of Chinese content exposed. As the broadcast progresses, we initiate discussions on topics related to the plot and actively interact with overseas fans in the message area to attract overseas users to continue to pay attention to Chinese content and Chinese culture. Offline, WeTV organizes fan meetings, which narrows the distance between fans and characters and further enhances the influence of artists and works in the local area.
Among them, after "The Untamed" was broadcast in Thailand, the crew held a meeting in Thailand with Xiao Zhan , Wang Yibo and other actors, and the poster video and other promotional activities initiated by fans further catalyzed the popularity of the show in the local area. Since the broadcast of Tencent Video WeTV, "The Untamed" has been rising in Thailand, and has been on the Twitter hot search list in Thailand many times, and the finale has even topped the top ranked first in the world of Twitter. The influence in Thailand exceeded that of American and Korean dramas broadcast at the same time, and became the most influential Chinese film and television drama in Thailand so far.
"Alien Girl Chai Xiaoqi" was broadcast in Indonesia and was discussed very well on local forums. After the series was broadcast, WeTV led the male and female protagonists of the show to hold a fan meeting in Indonesia. This is also the first time in 16 years that a Chinese artist has held a fan meeting.
At present, Chinese audio-visual content can receive widespread attention in overseas markets, which not only reflects the huge growth space and commercial value of the audio-visual market, but also shows that overseas markets have great enthusiasm for Chinese stories and Chinese culture. From going overseas for a single project to building an international communication platform to forming a matrix to going overseas, to strengthening self-made and establishing an international content library, Tencent Video has embarked on a unique path for Chinese culture to go overseas, and has truly played a positive role in helping cultural exchanges and sharing, and has industry demonstration value.
Facing a broader international market, Chinese online audio-visual platforms represented by Tencent Video should practice internal skills, improve content quality, innovate technical means, and tell Chinese stories to overseas markets while further expanding overseas markets, so that overseas users can appreciate the brilliance and charm of Chinese culture.
