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International Television Formats in the Chinese Market

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International Television Formats in the Chinese Market International Television Formats in the Chinese Market A Thesis Submitted to the Faculty of Drexel University by Yun Gao in partial fulfillment of the requirements for the degree of Master of Science August 2014 © Copyright 2014 Yun Gao. All Rights Reserved. ii Acknowledgements This thesis would not have been possible without the great guidance and support of my advisors, and support from friends and family. My deepest gratitude goes to Albert Tedesco, Director of the TV Management program at Drexel University, for giving me helpful academic suggestions and support throughout these two years, and Philip Salas, my academic advisor, for offering suggestions, reading and correcting my thesis. I would like to thank Michel Rodrigue, Michael Keane and Marc Lorber for offering their valuable insights and sharing their experience. Special thanks go to my friend Yuchao, who offered helpful support. iii Contents List of Tables ................................................................................................................................... iv List of Figures ................................................................................................................................... v Abstract............................................................................................................................................. vi CHAPTER 1: INTRODUCTION ................................................................................................... 1 CHAPTER 2: LITERATURE REVIEW ....................................................................................... 4 Definition of Syndicated Format Television Programming ....................................... 5 History of TV Formats ............................................................................................................. 7 The Transformation of the Overseas TV Format in China ....................................... 10 The Structure of International Television Formats.................................................... 12 CHAPTER 3: METHODOLOGY ................................................................................................. 14 Research Questions ................................................................................................................ 14 Methods ...................................................................................................................................... 15 CHAPTER 4: RESULTS ................................................................................................................ 19 Current Landscape ................................................................................................................. 19 Elements that Make International TV formats More Appropriate for the Chinese Market ........................................................................................................................ 25 Reactions to the New Edict- “strengthening the limitation of entertainment- based television shows” ....................................................................................................... 36 CHAPTER FIVE: DISCUSSION .................................................................................................. 40 The Current Landscape of International TV formats ................................................ 40 Elements For Success ............................................................................................................ 42 The Future of International TV Formats in China ...................................................... 44 Limitations & Recommendations for Future Research ............................................ 45 Conclusion ................................................................................................................................. 45 List of References ......................................................................................................................... 48 Appendix A ..................................................................................................................................... 50 iv List of Tables 1. Number of Imported & Exported Formats ( 2006 to 2008)……………….......……….…..…9 2. International TV Formats Aired in 2010…………………………………………..................20 3. Channels That Aired TV Format Shows in 2013… …………………………........……..…...21 4. Overall Rank of all TV Formats’ Finale Ratings in 2013……………………….........……....24 5. Cast Comparison (Season 1)……………………………………………………….......…......27 6. Basic Information About The Travel Channel and The CW………………………................29 7. Rating Comparison Between Hunan TV’s Version of The X Factor and Other Primetime Shows………………………………………………………………………...........……….….32 8. First season ratings of The Voice of China…………………………………...........……….…35 9. Second season ratings of The Voice of China…………….......………………....………..…...36 v List of Figures 1. The Structure of China’s Television Industry………………………………......….…2 2. Roles in China’s Television format market…………………………….......……..…..13 3. Format Genres(Ranked by percentage)……………………………….….........……...22 4. First Season Ratings of The Voice of China……………………………..........……...36 5. Second Season ratings of The Voice of China …………………………..............……37 vi Abstract International Television Formats in the Chinese Television Market Yun Gao Traditionally, China’s TV industry doesn’t consider reality-format TV shows to be an important genre. But, in 2010, an unscripted international format show –China’s Got Talent debuted on Dragon TV and became one of the hottest shows in China. The popularity of China’s Got Talent gave the Chinese television industry an opportunity to learn about international television formats. In 2012, Zhejiang TV broadcast The Voice of China as a summer season program; the show proved to be a hit. Insiders from China’s TV industry began to realize the necessity of introducing formatted programs. During 2013, a large number of TV stations bought international TV formats from other countries. Those programs ranged from singing competitions and dance contests to game shows. However, not all of those shows gained high ratings. In October 2013, a government edict that relates to international TV formats was issued, stating that starting in 2014, nationwide satellite networks were only permitted to import one international format per year. 1 CHAPTER 1: INTRODUCTION In 1958, the first TV network was founded in China, Chinese Central Television. By 1965, more than ten television stations were established. Today, there are more than 1000 channels available in the country, including regional channels. While the television industry has been growing quickly, the competition for local audiences between television stations has become fierce. Moreover, in the past few years, with the evolution of online streaming platforms, viewers’ habits have changed. Because of the heavy fragmentation of audiences, traditional TV networks have attempted to find some programs that can guarantee high ratings as well as minimize risks and financial costs. At the same time, the international format trade, for example, the Idol franchise (American Idol in the U.S), was growing at a rapid pace in Europe and America. Formats like Big Brother and Who Wants to Be a Millionaire have been traded worldwide. The international format has advantages that are exactly what China’s traditional TV stations had been looking for. In 2010, the well-known format Got Talent was sold in China. Because of its sudden success, producers in China recognized that there is a need to import international TV formats into China. An abundance of television stations treat the international format as the “template from heaven”. (Kean, Moran, Ryan, 2003) Last year, China’s TV industry became a battleground for international formats. TV networks like Hunan TV and Dragon TV, aired different format shows for each season. 2 After last year’s edict by the Chinese government “strengthening the limitation of entertainment-based television shows”（Qi, 2013）, critics have doubted the future of international TV formats in the Chinese market. This thesis explores the current status of international TV formats in China, offering a thorough analysis of how to make an international TV format successful in China by studying some format shows that have already aired , as well the future of TV formats in China since the announcement of the new edict. Background and Need China Central Television • CCTV1-CCTV15 • CCTV News • CCTV International Nationwide Satellite TV Network • Hunan TV • Jiangsu TV • etc Local Network • Provincial Terrestrial Channels • City/Regional Channels Figure 1. The Structure of China’s Television Industry 3 The national network, China Central Television (abbreviated CCTV), has one main channel-CCTV1- and more than 10 specialized channels. Unlike broadcast networks in the United States, CCTV and Nationwide Satellite Networks do not have owned or affiliated stations in different areas. They provide 24 hours of daily programming to audiences all over the country. This means that those networks have to compete with each other at a national level. In terms of Local Networks, there are two categories: Provincial Terrestrial Channels and City Channels. As the names imply, Provincial Terrestrial Channel only sends signals to the households within the province. Audiences cannot watch City/Regional Channels unless they are in those city areas. All TV stations in China are subject to supervision by SARFT (State Administration
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