On the morning of June 13, the 25th Shanghai TV Festival Magnolia TV Forum "Drama Without Borders: Chinese Narratives for Global Audience" was held as scheduled in the Central Hall of Shanghai Exhibition Center.
Felix To, Deputy General Manager of Television Broadcasts Limited, Fu Binxing, Vice President of Zhejiang Huace Film & TV Co., Ltd.; President of Beijing Business Group and President of Huace Pictures Co., Ltd. , Jonathan Spink, Chief Executive Officer of HBO Asia; Tang Shiding, Vice President of China International Television Corporation and Chairman of CTV Media Co., Ltd., Xie Ying, General Manager of Youku TV Series Center, Zhong Peifen, General Manager of the Program Purchasing Department of the Dimsum platform of Star Media Group Bhd, and others attended the forum. He Jian, chief news anchor of the Overseas Center of SMGNEWS, was invited as the host to have in-depth discussion on the current situation, future and challenges of TV drama export abroad with the guests.
Scene of 25th Shanghai TV Festival Magnolia TV Forum "Drama Without Borders: Chinese Narratives for Global Audience"
Increase in quantity, theme and depth of dissemination
In the keynote address of the "Developing New Paths to Promote Going Abroad", Tang Shiding, Vice President of China International Television Corporation and Chairman of CTV Media Co., Ltd., shared with the participants the achievements China International Television Corporation has made in exporting Chinese dramas overseas in recent years. He pointed out that at present China International Television Corporation sells more than 20,000 hours of TV programs to overseas markets every year. The programs broadcast effectively cover 150 countries and regions, of which TV plays account for more than 80% and have become the most popular program type among overseas audiences.
Combined with past practice and experience, Tang Shiding suggested that efforts should be made from the following four aspects: expand the export of realistic dramas by creating international quality products; expand new media channels to promote external integration and communication; conform to the trend of new technologies and enhance the effect of audio-visual communication; promote market-oriented operation and strive to produce greater economic benefits. As a result, the TV series in the new era can finally be promoted to go out better.
When talking about the new changes in the development of the TV drama market at sea, the participants said that the content of the programs exported overseas had greatly improved in quantity, theme and depth of dissemination.
Fu Binxing, President of Huace Pictures Co., Ltd., said that last year Huace made an overall strategic transformation, focusing more on the stories and contents of the Chinese people, and spreading some of the real stories that are happening overseas. In addition to content output, we also hope to bring outstanding young actors and models to every country that loves Chinese content, so that more audiences around the world will enjoy Chinese content, Chinese artists and Chinese original script models.
Felix To, Deputy General Manager of Television Broadcasts Limited, said that since the mid-1990s, every TV series of TVB is broadcast in the overseas market by cooperating with TV stations or pay TV platforms. Up to now, it has been possible to broadcast the TV series every night in some overseas countries in the same day through different channels.
Xie Ying, General Manager of Youku TV Series Center, said that from the development and upgrading of overseas export areas in recent years, we can see that the domestic production level and the quality of storytelling are getting closer to internationalization. Exporting overseas has become a normal for Youku, and the theme of exporting overseas has gradually shifted from Kung Fu martial arts, traditional costume, and big IP to realistic creation, paying attention to the trivial things in the real life of the Chinese people or the stories of changes.
According to Zhong Peifen, General Manager of the Program Purchasing Department of the Dimsum platform of Star Media Group Bhd, 50% of the content on Dimsum platform comes from mainland China, and 70% of the 20 most popular movies come from China. Costume dramas and modern dramas are very popular, and modern dramas are catching up.
A good story of cultural confidence is the key.
Fu Binxing, President of Huace Pictures Co., Ltd., believes that the programs with the most local characteristics must have the most international influence. In the aspect of characterization and story-building, we should seek emotional resonance from the perspective of human empathy. Aesthetic appreciation of art can cross languages and borders, and film and television workers in any country or region should constantly innovate and strive to create good stories and good characters.
Xie Ying, General Manager of Youku TV Series Center, said "When you tell Chinese stories well, you should be in awe." At present, the audiences of the programs exported abroad are mainly overseas Chinese, as well as some real foreign audiences. In the future, we hope to spread the real good stories of China not only to overseas Chinese audiences, but also to the whole world. The good stories should break the language boundaries and let people all over the world enjoy them together.
From June 11 to June 13, the Magnolia TV Forum was composed of 5 industry dialogue forums and 3 master classes, all of which were presented by the leaders of TV industry at home and abroad. The Magnolia TV Forum, which has always been regarded as a weathervane for the TV industry, this year's overall theme highlights the sense of the times and mission. It takes cultural inheritance as the keynote and strives to give full play to the platform effect of the TV Festival, gathering the wisdom of the global industry for the development of the TV industry in the new era, promoting the TV industry to keep pace with the times, and showing the vigorous strength of China's TV industry to the world.