C-Dramas Become Leading Choice in Southeast Asia
BEIJING, Sept. 26,
2024 /PRNewswire/ -- On September 25, iQIYI, China's leading online entertainment platform,
announced the upcoming release of over 300 new titles across
diverse genres over the next year, at its iJOY Conference held in
Shanghai. The company highlighted
its strategic expansion into short dramas, introducing content
that leverages the growing global popularity of Chinese content
while utilizing innovative AI to navigate emerging industry
trends.
A New Ecosystem Blending Long and Short Form
Content
iQIYI is expanding into short-form dramas with the
launch of its brand-new 'Micro-Drama Theater' and 'Short-Drama
Theater,' which will be available exclusively to paid subscribers.
This strategic initiative addresses the growing demand for concise
storytelling and short-form content, building on the success of
iQIYI's acclaimed 'Light On Theater' —a collection of tightly written
suspense series known for their high production quality.
Yu GONG, Founder and CEO of iQIYI, stated, "These offerings are
not just low-budget online series; they continue to reflect our
dedication to premium production and creativity. We also plan to
collaborate with industry partners to drive further innovation.
While many companies allocate over 90% of their revenue to
promoting the content, iQIYI directs more than 70% back to content
producers."
Xiaohui WANG, iQIYI's Chief Content Officer, elaborated on the
strategic integration of long and short video formats, which
leveraged the company's established strengths in long-form video
content. The 'Micro-Drama Theater' will debut two new titles each
week, targeting a diverse audience that includes both younger and
older demographics, with mobile-optimized vertical dramas lasting
between 1 and 5 minutes. Meanwhile, the 'Short-Drama Theater' will
introduce one new title weekly across various genres, featuring
episodes that range from 5 to 20 minutes in a horizontal
format.
This short-form drama strategy also unlocks new commercial
opportunities for brand marketing. Senior Vice President Gang WU
highlighted that short-drama marketing is specifically crafted to
effectively engage targeted audiences. By providing tailored
content that resonates with viewers, iQIYI ensures impactful brand
messaging and delivers comprehensive marketing solutions for its
partners.
Expanding Global Appeal of C-Dramas and IP Growth
The
global appetite for Chinese drama is surging, with C-dramas gaining
substantial popularity in Southeast
Asia and becoming the top choice for local viewers,
according to the latest Q1 2024 data from AMPD, the digital
measurement platform owned and operated by Media Partners Asia
(MPA).
Gong noted, "The marketing value of C-drama content in overseas
markets has increased significantly. Content creators should
prioritize developing offerings tailored for global audiences."
Currently, half of content on iQIYI International consists of
Chinese mainland productions, supplemented by dramas from
Thailand, Japan, and Korea, along with local productions
for markets including Malaysia.
During the event, iQIYI unveiled an exciting slate of upcoming
dramas spanning various genres and committed to enhancing its
existing drama IPs to further increase the impact of its premium
content, including a sequel to Tales of the Tang
Dynasty, which is currently in development. Similarly,
popular variety show IPs, such as Become a Farmer, are
set to return alongside new original content, bringing together top
industry professionals for production. Furthermore, iQIYI is
committed to diversifying its content offerings in documentaries,
films, animation, kids' content, and sports, further strengthening
its comprehensive content matrix.
Wang also highlighted iQIYI's efforts to explore the vast
opportunities in integrating content with cultural tourism, as
exemplified by the positive market response to iQIYI's VR immersive
theaters that meet the evolving demand for diverse content
experiences.
Additionally, iQIYI's signature annual Scream Night is set to
return on December 7 at the Galaxy Macau, celebrating
major milestones in the film and television industry while honoring
outstanding creators and their works. Numerous stars and industry
leaders are expected to attend, marking a significant moment on the
entertainment calendar.
Harnessing AI Technology for Enhanced User
Experience
Gong shared that iQIYI is currently
developing its intelligent assistant, Taodou 2.0, which integrates
advanced language model technology along with features such as
recommendations, search, and customer support. Currently, users can
engage in conversations with fictional characters via Taodou 1.0
within the iQIYI app.
These initiatives exemplify how the company is leveraging the
evolving landscape of AI technology to transform traditional
content distribution methods and enhance interactions
between users and machines, creating a more emotionally resonant
experience.
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI
