Forum explores strategies for delivering Chinese content to global audiences

 

 

 

Anke Redl   Pic by CFP

While importing a large number of foreign TV shows and formats in recent years, China is also seeking to sell more domestic productions overseas.

The search for new strategies for promoting Chinese TV and film content globally was on the agenda at the Magnolia International Television Forum.

In general, Chinese film and TV programs only make up a small share of the international market. Chinese documentaries like “A Bite of China” are popular among overseas buyers, but dramas and variety shows are not readily accepted, in part due to cultural differences and language barriers.

He Xiaolan, general manager of WingsMedia, said that it’s necessary to expand the target audience group and learn more about how content can be developed to achieve a broader reach.

The company, based in Shanghai, is a subsidiary of SMG that provides and distributes Chinese-made media content worldwide.

“We are facing a bottleneck situation,” He said. “We are selling shows abroad, but our partners are still mostly Chinese doing Chinese language television overseas.”
 She also said that when trading in cultural products, the concept of trade comes first.

“You need a business mind and business goal, as well as a clear focus and objective.”

Li Yifeng, general manager of Shanghai Croton Partner Management Consulting Company, said that Chinese urban dramas are harder to sell because they are related to local culture and socioeconomic concerns.

“If we want to sell products to overseas markets, we need international perspectives and creative ideas,” he said.

Anke Redl, managing director of CMM Intelligence, said that it’s important to find which market and country a particular program suits.

Israel is developing rapidly in selling TV content and formats. The American series “Homeland” was based on the Israeli series “Prisoners of War,” bought and adapted by 20th Century Fox Television.

Li said Israel also imported and remade a large number of shows, which helped to stimulate innovative ideas.

“The import and export of content should happen at the same time - you only have the opportunity of successfully sending out when you are also bringing in,” Li said.

Another important aspect in exporting productions is the storytelling.

“We always think about how to add traditional Chinese elements and ignore the shared interest,” He said. “You are telling a story first and foremost. The products that can be internationalized are entertainment.”

Redl suggested that foreigners would want to know more about the daily life of Chinese people.

“Don’t always talk about tea, traditional Chinese medicine or kung fu,” she said. “Talk about the lives of ordinary people.”