×
You will be redirected back to your article in seconds

ATF: China’s iQIYI to Double Production Slate in 2015

SINGAPORE – Mainland Chinese online video portal iQIYI plans to more than double original production in 2015, with at least 30 titles and 500 episodes on the slate so far compared to 13 in 2014, iQIYI’s chief content officer, Ma Dong, says. 

Speaking at the Asia TV Forum and Market in Singapore on Tuesday, Ma said the commitment to original content “doesn’t mean we have no cap” on investment. He did not disclose total production budgets. 

“We consider the needs of our viewers in making investments,” he said. For instance, RMB5 million per episode spent on drama “The Lost Tomb,” “was much more than we initially anticipated but because the programme is worthwhile, the investment is worthwhile,” he said. 

The debut season of “The Lost Tomb,” an adaptation of a popular Chinese novel, will be released in March 2015. IQIYI plans to make eight seasons over the next eight years.

Ma said iQIYI, which is owned by online search engine Baidu, would continue to carry a wide range of acquired content in addition to original productions. 

“There needs to be all the kinds of content for our viewers to enjoy,” he said, adding that more than 50% of Baidu’s shows from January to May this year were not available on China’s linear TV channels.   

Content acquisition costs had soared over the past two years, driven largely by Korean drama. “It’s quite painful to see figures going up so quickly,” Ma said. 

He added that content strategies had changed significantly in the past year “because we have had to meet the rapidly changing needs of the market and to tailor our strategies to their needs”.  

At the same time, he said, viewers prioritised good content “and in this there is no difference between new and old”. 

IQIYI targets younger audiences born between 1990 and 1995 and also women born in the late 1980s. Content remains distinct from online platform PPS, which Baidu acquired in May 2013, although backend functions and technologies had been integrated and were now operating on the same platform, Ma said.

IQIYI’s biggest challenge was talent recruitment, Ma said, adding that this was a universal challenge in “every industry, country and culture.”

More Digital

  • Google Stadia is a Net Neutrality

    Google Stadia is a Net Neutrality Nightmare

    At the Game Developers Conference (GDC) this year, Google announced that it has taken up the long and ever-lengthening dream of the video game streaming service. Meant to replace the hefty, pricey, altogether confounding experience of buying and using various gaming hardware, Google Stadia will run video games on Google’s own hardware in a server [...]

  • crunchyroll logo

    Crunchyroll Raises Subscription Price to $7.99

    AT&T-owned anime subscription video service Crunchyroll is raising its monthly subscription price from $6.95 to $7.99 a month, it announced in an email to members Friday. It’s the service’s first price increase ever, according to a spokesperson. The new pricing will go into effect on May 1 for new subscribers, while existing members will see [...]

  • StyleHaul

    StyleHaul Shuts Down U.S. Operations, Lays Off About 65 Employees

    The axe is falling on StyleHaul: The fashion, beauty and lifestyle digital media and marketing company owned by RTL Group is shuttering U.S. operations, resulting the layoff of around 65 employees. StyleHaul offices in L.A., with about 55 employees, and in New York City, with around 10 staffers, are closing. RTL said StyleHaul’s U.K. operations, [...]

  • Bandsintown Platform Acquires Hypebot, MusicThinkTank

    Bandsintown Platform Acquires Hypebot, MusicThinkTank

    Bandsintown, a leading platform for letting music fans know about upcoming concerts by their favorite artists, has acquired Hypebot, a news site publishing stories about the music industry and technology, and its sister site MusicThinkTank. “I’m proud to share that Hypebot and MusicThinkTank have been acquired by Bandsintown,” wrote Bruce Houghton, the founder of the [...]

  • Vertigo Games Believes ‘Location-Based Virtual Reality’

    Vertigo Games Believes ‘Location-Based Virtual Reality’ Is Future of VR

    As virtual reality becomes more and more available, many developers are looking for new frontiers to expand the experiences offered by the tech. For Netherlands-based Vertigo Games, that next frontier is what they call “location-based virtual reality.” It’s essentially high-quality VR experiences where players aren’t tethered to a PC or even to the confines of [...]

  • GDC 2019: Google's Play For Gaming

    GDC 2019: Google's Play for Gaming Ubiquity, Rise of Ray Tracing, Store Wars

    The Game Developers Conference finished up Friday evening, wrapping one of the most exciting GDCs in recent memory with Google’s splashy entrance into AAA video gaming, the emergence of real-time ray tracing as a compelling technology for film, TV, and games, and the growing war between two global estore powerhouses: Valve’s Steam and the Epic [...]

More From Our Brands

Access exclusive content