Market·Insights｜Lively Discussions at Overseas Booths, Breaking Boundaries in International Broadcasting

"Chinese dramas have been continuously popular in Iran over the past few years, with THE IMPERIAL DOCTRESS, telling the story of a Ming Dynasty female physician, being particularly well-received," said Masound Mollasani, head of the procurement department at National Iranian Radio and Television (NIRT), at her booth at the STVF Market. "Lin Gengxin, Dylan Wang, and Lin Yi visited Singapore earlier this year to promote their upcoming series, sparking a wave of interest," noted Marianne Lee, Chief Content Procurement and Development Officer at Viu.

During these days, the 29th STVF Market has been heating up. Domestic and international film production and distribution companies like New Classics Media, Xixi Pictures, South Korea's KOCCA, MIPTV, Kansai TV, KAKAO Entertainment, and IRIB Media Trade have seen bustling activity at their booths, with active negotiation and discussion. Overseas exhibitors from Iran, South Korea, and others have shown a strong interest in Chinese TV dramas, animations, and documentaries. In addition to the previously popular historical dramas, contemporary themes have also become new favorites. At the "Focus on International Market" market event, representatives from well-known production and distribution companies and broadcasting platforms from China, Japan, Singapore, Vietnam, and other countries discussed the needs and changes in the international television market, sharing new models for promotion and future directions.

New Trends Abroad: Overseas Buyers Broadening Interests Beyond Chinese Period Dramas

The 1986 version of JOURNEY TO THE WEST and the 1994 version of ROMANCE OF THE THREE KINGDOMS were among the first batch of Chinese dramas to make waves overseas, sparking a viewing frenzy in Asia. Over the years, Chinese period dramas like EMPRESSES IN THE PALACE, NIRVANA IN FIRE, and THE UNTAMED have maintained a steady presence in international markets, often achieving significant success. However, the dominance of period dramas is gradually changing. Fu Wenjie, Executive Vice President of Xixi Pictures, noted that after successfully exporting popular dramas such as THE LAST IMMORTAL, ALLIANCE, WHERE DREAMS BEGIN, and HER ISLANDS, various genres, including urban, period, youth, and mystery themes, have gained popularity overseas. "As long as you can find the right entry point and emotional hook that resonates with audiences, you can secure a place in the international market."

Fuji Television Network Inc. in Japan, known for classic series like TOKYO LOVE STORY and 101st MARRIAGE PROPOSAL, has also seen its dramas receive international acclaim. Ms. Kamata Chie, the head of distribution, highlighted the importance of "emotional resonance" in their promotions, noting, "Last year's MY BELOVED FLOWER explored the dynamics of friendship and love, addressing various social challenges young people face, which resonates with audiences worldwide."

For Krisztina Bándy, Head of International Relations, MTVA, connecting with their traditional and cultural history is crucial. "We seek and showcase performances that have forged legends and left enduring legacies on the artistic landscape. Our touching program, LET THE FESTIVAL BEGIN!, crosses generational boundaries, attracting audiences from teenagers to the elderly. The profound emotions and the nostalgia it evokes bring back cherished memories of the past." As a public service media, MTVA remains committed to delivering high-quality content and preserving cultural values.

This year, the STVF Market welcomed its new participant, the National Iranian Radio and Television (NIRT), with Masound Mollasani and Ali K.Hosseini, heads of the purchasing and co-production departments, respectively, bustling with continuous meetings. "This is our first participation in the STVF. After thorough research, we opted for Shanghai over other options like the Beijing International Radio, TV & Film Exhibition (BIRTV) and the BroadcastAsia due to its significant international impact," revealed Ali K.Hosseini. Following the overseas success of THE IMPERIAL DOCTRESS, other modern-themed series like WITH YOU and MINNING TOWN have also become hits in Iran, broadening their interest in Chinese dramas beyond just period pieces. "We are very interested in social and real-life themes and have already purchased numerous series and shows from CCTV, iQIYI, and TVB," stated Masound Mollasani.

From Vietnam, VSTV/K+, a joint venture between major French and Vietnamese broadcasting companies, Content & Channels Director of VSTV / K+ Lien Trinh Thi Thuy noted the interest as early as the production period in Chinese dramas among Vietnamese audiences, fueled by the popularity of online novels from China Literature, which are later adapted into TV dramas and turned the readers into their viewers. "Fans are so dedicated that they've learned Mandarin to follow updates and have even set up websites to discuss and correct translation errors from previous English versions of the web novels before creating more accurate translations themselves. Dramas based on popular IPs tend to gain easier recognition abroad."

New Overseas Promotion Strategies: Stars Boost Awareness Abroad

Viu, a multi-content platform headquartered in Hong Kong, serves 16 countries and regions across Asia, the Middle East, and South Africa. Earlier this year, popular celebrities Lin Gengxin, Dylan Wang, and Lin Yi traveled to Singapore for promotions. "A video exclusively recorded by Lin Yi quickly became our most interactive post, significantly boosting the popularity of his starring drama EVERYONE LOVES ME," said Marianne Lee, Chief Content Procurement and Development Officer at Viu. "We are eager for Chinese producers to promote overseas to increase the popularity and visibility of Chinese TV dramas."

Marianne Lee's sentiment is echoed by Zhong Weijiang, President of Japan's Focus Pictures INC. On June 11th, the drama WHERE DREAMS BEGIN, starring Xiao Zhan, premiered on Nippon News Network (NNN) in Japan. Focus Pictures INC collaborated with the network on three events that received excellent feedback. "We had the actors record IDs and brought Xiao Zhan's military coat and hat from the series to the events. Unfortunately, the actors couldn't attend," Zhong Weijiang explained. "Celebrities like Xiao Zhan and Wang Yibo are trendy among Japanese youth. We see great potential in Chinese actors and hope they can also venture abroad to help Chinese dramas establish a deeper presence overseas." Masound Mollasani of the National Iranian Radio and Television looks forward to similar interactions in Iran, "It would be great if Chinese actors could come to Iran for promotions and interact with the audience."

To ensure overseas viewers understand Chinese dramas quickly, Wang Qiao, Vice President of New Classics Media, emphasizes the need for timely promotion. "They should interact with their favorite stars and shows just like Chinese audiences do," he said. For instance, with JOY OF LIFE, New Classics Media combined international and local platforms. "Through Disney's streaming service, Disney+, we make our shows available globally instantly. We also have distribution agreements in Singapore and Vietnam, giving viewers multiple platform options within the same country."

The popularity of Chinese stars abroad is mirrored by the enthusiasm for international stars in China. BBC Studios' INSIDE NO. 9 enjoys a strong fanbase in China. During the festival, the show's creators and stars, Steve Pemberton and Reece Shearsmith, shared insights from their 20-year collaboration in the TV market. "Our unique chemistry helps us maintain a long-term partnership. The greatest value in our work is the recognition from fans, which is key to sustaining our creativity," they shared.

New Directions Abroad: Traditional Culture Fuels Overseas Broadcast

As discussions between sellers and buyers at overseas exhibition booths at the STVF Market heat up, the focus on what content best facilitates international distribution intensifies. Fu Wenjie, Executive Vice President of Xixi Pictures, emphasizes that a good story is crucial as it naturally attracts attention, and excellent production quality aids in overseas distribution. Xixi Pictures, known for its Chinese period dramas, focuses on "cultural essence" in its upgraded realistic-style historical themes. "Period dramas are vital carriers for inheriting Chinese civilization and spreading traditional Chinese culture. We have a duty to embody excellent traditional Chinese culture in our dramas," said Fu Wenjie.

The heads of the Iranian International Broadcasting Company also strongly agree on the importance of "cultural inheritance" in content. "The friendship between China and Iran goes back centuries, and both countries have similarly long histories and splendid cultures. Whether it's Chinese dramas going abroad or Iranian films and TV shows landing in China, these exchanges serve as bridges and bonds between the two nations, helping to foster mutual economic and cultural prosperity."

New Classics Media, affiliated with China Literature, has a natural advantage due to its vast IP reservoir. Taking the I AM NOBODY IP as an example, which spans from its original comic to the TV series and the upcoming movie in July, China Literature has been committed to managing the entire IP life cycle. "Looking ahead, we need to think internationally at the IP level," says Wang Qiao, Vice President of New Classics Media. "We must develop an IP in multiple dimensions to get the IP ecosystem truly moving and mutually influential."

Sabrina Duguet, Executive Vice-President Asia Pacific of All3Media International, advocates for adaptations using well-known IPs. "The original version was very successful a few years ago, and there's a demand for a localized version, which local screenwriters can adapt. This is also an excellent method for international distribution." Fabio Fernandes Mauro, Head of Content Distribution and Partnerships at Globo in Brazil, has been discussing partnerships with more than a dozen companies, including Tencent and Bilibili, over the past few days. "We produce 3000 hours of TV series annually and are actively selling rights. By packaging our stories to suit local tastes, we hope to introduce Brazilian stories to the Chinese market through this fantastic opportunity at STVF Market. We look forward to more Brazilian film and TV companies participating in the future."

The 29th STVF is hosted by the National Radio and Television Administration, China Media Group, and the Shanghai Municipal People’s Government, and organized by Shanghai Municipal Administration of Radio and Television and Shanghai Media Group, with co-organization by the Administration Committee of Lin-gang Special Area of China (Shanghai) Pilot Free Trade Zone, and special support from Shanghai Lingang Special Area Investment Holding (Group) Co., Ltd.