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拉美點(diǎn)燃中國(guó)進(jìn)口電視劇市場(chǎng)戰(zhàn)火

拉美點(diǎn)燃中國(guó)進(jìn)口電視劇市場(chǎng)戰(zhàn)火

Scott Cendrowski 2013-08-28
墨西哥Televisa集團(tuán)等拉美影視公司的肥皂劇在中國(guó)頗受歡迎,和中國(guó)本土合作伙伴聯(lián)合制作的《丑女無(wú)敵》等電視劇都曾引發(fā)過(guò)收視熱潮。不過(guò),中國(guó)市場(chǎng)規(guī)模大,播出平臺(tái)多,收視群體龐大,植入廣告接受度高,其他外國(guó)競(jìng)爭(zhēng)對(duì)手也正在跑步進(jìn)入這個(gè)優(yōu)質(zhì)市場(chǎng)。中外收視大戰(zhàn)一觸即發(fā)。

????奧提斯說(shuō),雖然他公司的理念是根據(jù)中國(guó)人的口味量身定制的,但他們?nèi)悦媾R著挑戰(zhàn)。例如,在墨西哥,電視劇的編劇會(huì)在最后一刻把時(shí)事結(jié)合到劇本里,而中國(guó)的審查制度要求把整部電視劇全部拍完,通過(guò)審核后才允許播放,這樣就削弱了節(jié)目的靈活性?!澳鞲绾椭袊?guó)節(jié)目的一個(gè)不同之處在于,中國(guó)的電視劇更像是一部電影,”他說(shuō)。“一旦開(kāi)播,你只能雙手合十等著看觀眾的反應(yīng),而不能調(diào)整以后的劇情。”

????雖然Televisa說(shuō)它在中國(guó)的運(yùn)營(yíng)是盈利的,但它并沒(méi)有透露財(cái)務(wù)信息,而它也沒(méi)有和《財(cái)富》雜志(Fortune)分享利潤(rùn)數(shù)據(jù)。盡管并沒(méi)有大到能對(duì)總體利潤(rùn)構(gòu)成大幅提振的程度,Televisa在中國(guó)的業(yè)務(wù)正在不斷增長(zhǎng)。今后的幾年里,它將把從節(jié)目銷(xiāo)售和植入廣告中獲得的利潤(rùn)繼續(xù)投資到這個(gè)市場(chǎng)。

????但是隨著市場(chǎng)的增長(zhǎng),Televisa在中國(guó)面臨的競(jìng)爭(zhēng)也將升溫。它的競(jìng)爭(zhēng)對(duì)手Telemundo已經(jīng)在把譯制片向中國(guó)輸入,其他拉美制片方也跟得很緊。從建立本土合作關(guān)系上來(lái)說(shuō),Televisa遙遙領(lǐng)先。但隨著中國(guó)電視市場(chǎng)的繼續(xù)擴(kuò)大,我們很難想像西方媒體不會(huì)在這里爭(zhēng)奪更多的份額。拉美電視劇可能只是這場(chǎng)競(jìng)爭(zhēng)的開(kāi)始。(財(cái)富中文網(wǎng))

????譯者:默默??

????But Ortiz says that while the company's concepts are well-tailored for Chinese tastes, challenges remain. In Mexico, for example, telenovela writers incorporate current events into scripts at the last minute. In China, censors require an entire season upfront, diminishing a show's flexibility. "One of the differences between the product in Mexico and China is that in China it's more like a movie," he says. "You cross your fingers to see how it's going to work."

????While Televisa says its Chinese operations are profitable, it does not break out financials, and it did not share profit figures with Fortune. Rather than a huge boom to the overall bottom line, China is a growing, albeit small, business for Televisa, one in which it will reinvest the profits it earns from show sales and product placement for years to come.

????But Televisa's competition in China will heat up as the market grows. Competitor Telemundo has been transmitting dubbed shows into the country, and the rest of Latin America's producers aren't far behind. Televisa has a long lead in terms of the local partnerships it's struck, but as China's television market continues to grow, it's hard to imagine Western media companies not fighting for more in China. Telenovelas may be just the start.

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