The pace of domestic dramas going abroad has accelerated and the range of drama types has become richer

with the blowout development of the domestic film and TV drama market, the pace of Chinese TV series "going out to sea" is getting faster and faster. Although it has different influence in different regions, it has formed a surging Chinese opera "Hualiu".

original title: the domestic market of Chinese TV dramas blows out to sea and speeds up the pace of rich export types

the emergence of foreign subtitle translation teams of Chinese TV dramas, the sailing of a number of high-quality TV dramas, and the construction of national opera brands. With the blowout development of the domestic film and TV drama market, the pace of Chinese TV series "going out to sea" is getting faster and faster. Although it has different influence in different regions, it has formed a surging Chinese opera "Hualiu". In fact, with the promotion of national soft power, the rapid development of the film and television industry, and the increasing internationalization of the audience, Chinese TV dramas have ushered in a golden opportunity to create "Hualiu".

< strong > the domestic market is exploding. At the same time, the pace of Chinese opera going abroad is also accelerating < / strong >

on the foreign website Viki, which specializes in authentic authorized Asian TV dramas, there are not only special recommendations for Chinese TV dramas, but also professional translation teams. Maja Kowalczyk, a Polish, is the head of the most influential subtitle translation team for Chinese TV dramas. Her official job is as a marketing director for a hotel chain, working as a subtitle translator in her spare time. "the first Chinese TV series I came into contact with was the 2008 version of The Legend of the Condor Heroes. Now I have watched more than 300 Chinese TV dramas." Maya said that I started my translation work with "loyal Yue Fei" and later formed my own team while translating "Fairview". "there was a scene in which the star Huang Xiaoming took off his shirt and threw it out, and we decided to name the translation team 'Gone with the shirt''."

she said that there are 1520 core members of the team, including channel managers, editors, subtitle workers, etc., and will also hire translators in other languages. So far, they have completed the multilingual subtitle translation of more than 40 Chinese TV dramas.

the emergence of professional and efficient foreign subtitle translation teams also shows that foreigners' interest in Chinese TV dramas is growing rapidly. In fact, at present, China's film and television industry is in an unprecedented period of vigorous development, the product market is unprecedentedly prosperous, and the production level is constantly improving. With the blowout development of the domestic market, the pace of Chinese TV series "going out to Sea" is getting faster and faster.

it is reported that in recent years, the total production of TV dramas in China has been 400 won 500 per year, and the total export volume has been basically maintained at 250 won 350 per year, and more than half of the TV dramas have been exported overseas. In addition to the overseas Chinese market, Chinese TV dramas have also achieved good results in the non-Chinese market.

Zhao Yifang, founder and president of Huatze Film and Television Group, believes that with the improvement of the country's soft power, the rapid development of the TV content industry, and the increasing internationalization of TV audiences in the Internet era, Chinese TV dramas have ushered in a golden opportunity to create "Hualiu".

< strong > breaks the pattern of historical drama, and the repertoire of export types is richer < / strong >

May 11, the premiere of Ode to Joy 2, which tells the story of five girls working hard in the metropolis. When the first part of Ode to Joy was broadcast, it won good ratings and reputation, and received a warm response overseas. Today, "Ode to Joy 2" will not only be broadcast in China, but also broadcast on overseas new media YouTube platforms, Singapore and Malaysia, which has received the expectation and attention of overseas viewers.

is not only "Ode to Joy" with modern urban themes, "three generations and Ten Mile Peach Blossom" is broadcast in prime time in Malaysia, South Korea, North America and other places, while "Why my Sunshine" is broadcast in Canada, the United States, South Korea and other places. Also popular.

in the past, overseas impressions of Chinese TV dramas often stayed on "Emperor", "harem", "braids" and "Kung Fu". Now the overseas sales of TV dramas are increasing and enriching year by year, regardless of export scale and export coverage. " Cheng Chunli, deputy general manager of the TV department of Huayi Brothers Media Co., Ltd., said that the new change in the development of Chinese TV dramas is that China's modern urban emotional dramas are beginning to receive more attention. With the improvement of China's economic strength and the improvement of the production level of Chinese modern dramas, modern dramas represented by "Ode to Joy" and "in the name of the people" are more and more recognized by audiences in Southeast Asian markets and European and American Chinese markets.

take the overseas repertoire released by Huatze in 2016 as an example, modern theme dramas have accounted for more than 42%, greatly breaking the traditional understanding that TV dramas go out to sea mainly costume dramas and historical dramas. Maya also mentioned that Chinese TV dramas with modern themes interpret the recent changes that have taken place in Chinese society. "these plays are touching more social 'itch spots'. From this perspective, Chinese society is becoming more open. "

the serialization and branding of Chinese TV dramas has also become a new feature of Chinese TV dramas going abroad. As the producer of "Nirvana in Fire", "camouflage" and "Ode to Joy", noon Sunshine Pictures has not only cultivated the brand carefully, but also harvested a group of loyal audiences abroad.

in fact, Chinese TV dramas have been abroad for a long time since the end of in the last century. The 1986 version of Journey to the West is the first domestic drama to successfully enter the overseas market. TV stations in Singapore, Thailand and South Korea have all bought the broadcasting rights of the play. The Romance of the three Kingdoms also caused a sensation in Japan in 1994 and was broadcast on the International Channel of the United States in 1996. Subsequently, a large number of historical TV dramas such as "Tang Ming Emperor", "Wu Zetian" and "Kangxi Dynasty" were also popular in Southeast Asia, all of which set high ratings. In recent years, a large number of TV dramas such as "Emperor Hanwu", "the Secret History of Xiaozhuang", "Dazhaimen", "Huanzhu Gege", "Qiao Family Courtyard" and "Golden Marriage" have gone to all parts of the world. Among them, "Legend of Zhen Huan" landed on HBO television in the United States, and "the Beautiful Age of my wife" set off an upsurge in Kenya.

Xu Minghua, School of Journalism and Information Communication, Huazhong University of Science and Technology, said that the export trade of Chinese TV dramas has roughly experienced three historical periods: the first is the initial period based on publicity, the second is the relaxed period of government and market regulation, and the third is the vigorous period of the development of the cultural industry. At present, the Chinese TV drama market is moving towards industrialization and intensification in an orderly manner.

< strong > carry forward the excellent tradition, excavate and highlight the genetic beauty of Chinese culture < / strong >

May 8, the Asian Film and Television Alliance of the United States was established in New York to gather superior film and television resources between China and the United States and give full play to the energy of the platform. Qian Jun, chairman of Junhe Media, said: "through in-depth cooperation with the New York Television Festival, we will open up channels for international film and television cultural exchanges between the East and the West." let Chinese film and television works, high-quality Chinese element stories and Chinese culture go deeper and wider to the world from this big platform. "

build a platform, spread characteristic content, participate in overseas investment and cooperation. Chinese TV dramas speed up the process of internationalization. However, the industry and experts also pointed out that the export volume and influence of Chinese TV dramas are still small compared with the United States and South Korea and other countries, and have not yet formed a famous brand effect. According to industry insiders, the overseas sales of Chinese TV dramas are generally not high, and sometimes the price of the whole drama is only equivalent to that of a domestic episode.

"movies and TV dramas not only provide people with spiritual aesthetics and entertainment, but also imperceptibly convey national culture and spirit. How to create TV dramas that are both popular at home and influential internationally is a question that needs to be considered at present. " Ma Xinrui, senior director of planning at Beijing Television Arts Center Co., Ltd., said that it is necessary to expand the subject matter, excavate China's excellent traditions, and show national cultural life.

at this year's Cannes Television Festival in France, the Global Medal of Honor, which represents the television industry, was awarded for the first time to Zhao Yifang, a Chinese film and television media worker. "Huatze, which has more than 10000 hours of copyrighted film and television content, has covered more than 180 countries and regions around the world." In Zhao Yifang's view, excavating and highlighting the genetic beauty of Chinese culture is the key to "creating a popular style of art." "if Chinese stories are to be expressed internationally, every step should be tailored to suit them, and the strong genes of Chinese traditional culture is our advantage."

in addition, a single channel is also a hindrance. Cheng Chunli said that the channels for Chinese opera to go out to sea are mainly broadcast by overseas television stations and successfully set up "Chinese Drama period" and "Chinese Drama Channel" overseas, in the past 20 years of development. The overseas markets for broadcasting Chinese programs mainly include: Hong Kong, Macao and Taiwan markets, Southeast Asian markets, Japan and South Korea markets, Central and Western Asian markets (including Russian Federation, Turkey, Iran), Middle East Arabic-speaking countries, African markets and Chinese channels in Europe, America, Latin America and other regions. Due to the proximity of geography and culture, Hong Kong, Macao and Taiwan market, Southeast Asian market, Japan and South Korea market are the three most important markets for broadcasting Chinese content. There is a demand for Chinese classic documentaries in the mainstream markets in Europe and the United States.

Xu Minghua analyzes that at present, TV dramas are exported mainly through overseas distribution mode, that is, selling distribution rights to overseas buyers, and then selling broadcasting rights to overseas broadcasters, which lacks direct marketing strategies. at the same time, there is also a lack of independent distribution team. The establishment of cultural trade barriers affects the spread of Chinese TV dramas. In countries and regions where cultural protectionism prevails, it is difficult for foreign media products to enter the field of vision of the local mainstream audience. The industry also pointed out that the Internet provides a new platform and opportunities for Chinese dramas to go out to sea, but the relevant mechanisms related to copyright are not yet perfect.

this requires efforts in production and marketing. In this respect, the experience of American TV series is worth learning and using for reference. Because of the uniqueness of the television network system and business model, the broadcasting system, arrangement mode, production mechanism and industrial operation mode of the American television industry are essentially different from those in China. For example, American TV series carry out the broadcasting concept of one "broadcast season" a year, the broadcasting mode of one episode a week, the industrial assembly line production mode, the reaction mechanism of broadcasting and shooting, the reasonable benefit distribution mode of the producers, and so on. The development of related derivatives, such as novels, photos, fan meetings, etc., can also extend the industrial chain and increase the influence and communication power. In this respect, dramas such as Ode to Joy are also explored. 'We try quarterly broadcasts, 'said Hou Hongliang, the show's producer.' it helps to show the growth and change of characters, as well as innovation in production methods.

of course, it is also very important to establish and improve TV series overseas trading rules and protect original copyright while expanding channels.

Chinese TV dramas need to make efforts from the government, enterprises and individuals to go out. Zhao Yifang hopes that the government will strengthen overall planning and coordination from the top-level design, so that "going out" can form a joint force. "Film and television enterprises and relevant practitioners should change their concepts in accordance with the national strategy, strengthen script writing suitable for overseas markets, increase international co-production cooperation, and strengthen the training of export talents in the film and television industry." Cheng Chunli said.

Edit: nancy