《Joy of Life 2》Synchronized on Disney+

The recently aired "Joy of Life 2" has become a hot topic of people's attention. In order to better let the audience understand the plot, we have specially compiled some information about "Joy of Life 2", which will be launched simultaneously on Disney+.Some content for your reference.

Joy of Life 2, which is currently being broadcast on Tencent Video, has undoubtedly become one of the most popular IPs in the first half of this year.On the night of the first day of broadcast, the popularity of this drama on Tencent Video reached 32906, setting a record for Tencent Video to enter the hit club on the first day of broadcast.The next day, it broke the historical record of Tencent video popularity.

There are hit series like Joy of Life 2 every year, but there are very few projects that can be updated simultaneously on multinational platforms.Most of the popular dramas are broadcast in mainland China and then released by Netflix and HBO.MaxOr buy it on Disney+ and other platforms.By the time overseas audiences see it, mainland Chinese audiences have usually watched it for several months or even more than half a year, and the popularity has basically subsided.Mainland copyright owners usually sell overseas broadcast rights in a one-off deal, making it difficult to deeply participate in overseas publicity and distribution work.

What's special about 《Joy of Life 2》 is that in addition to Tencent Video, it is also updated simultaneously on Disney's streaming media platform Disney+, so audiences at home and abroad can catch up with the same plot every day.When mainland Chinese audiences welcome the weekend when new episodes are added, overseas audiences will also be able to see more episodes.Now, this drama has become the most popular mainland Chinese drama ever aired on Disney+.

Some posters presented on Disney+

“When we first started preparing for Joy of Life 2, Disney already had the intention to broadcast it simultaneously.Wang Qiao, vice president and head of the international department of Xinli Media, a subsidiary of Yuewen Group, said in an interview with 36Kr that Disney decided to purchase the film without seeing the trailer or the script.drama.Therefore, it is possible to complete the preliminary translation, publicity and distribution work at home and abroad together, and release the film at the same time.

This also reflects the advantage of - Qing Yu Nian Season 1 - the pearls and jade come first, ” of the predecessors plant trees, and “ of the descendants enjoy the shade - but most domestic dramas obviously do not have this IP advantage, which is preciselyDifficulties in taking the series overseas.

But - Qing Yu Nian - still gave the industry a useful start.If more film and television works become famous overseas, overseas platforms will naturally have more confidence in purchasing domestic dramas in advance.《Qing Yunian》As a ”Pathfinder“, I also gained some experience in this process.

It’s hard to go to sea, but the world is so big

Simultaneous cross-border broadcasting brings many difficulties - it means that the film studio needs to solve translation problems in advance, cooperate with international platforms in advance to complete overseas publicity and distribution work, confirm that materials comply with international standards, and coordinate the launch schedule, etc.

However, there are many benefits.For example, the risk of piracy can be greatly reduced, and the film studio can centrally organize the main creative team to promote the global market, attract overseas fans, etc.Now, posters featuring the costumes of actors such as Zhang Ruoyun, Li Qin and Chen Daoming have been posted on buses, subway stations and shopping malls in Hong Kong, Taiwan, Singapore and other places.

Promotional posters from Taiwan, China

”When Disney first bought the broadcast rights, it actually didn't make up its mind to broadcast it simultaneously.“Wang Qiao said, because this means that the film crew has to bear a lot of pre-pressure.After the final decision was made to broadcast simultaneously, Disney provided translators, who started translating the second season after re-watching the first season and understanding the character relationships and plot style.

In publishing novel content, China Literature has actually fully applied AI translation.A report released by China Literature Group shows that as of October 2023, China Literature’s overseas portal WebNovel has launched approximately 3,600 translated works of Chinese online texts, an increase of 110” year-on-year three years ago.With the help of AI, the translation efficiency of online texts has increased by nearly a hundred times, and the cost has been reduced by more than 90%.

But for a drama of this level - Joy of Life 2 -, the level of AI translation is obviously not up to the standard.On the overseas forum Reddit, there are still many recent posts complaining about the loss of novel content caused by AI translation.

Screenshots of some posts on Reddit complaining about poor AI translation skills

Novels and TV series such as fairy tales, martial arts, fantasy, romance, and ancient puppets are the most susceptible to translation damage, and they are among the most popular genres among overseas readers.In contrast, realistic-themed works face much smaller translation problems and understanding thresholds. This is also a direction that domestic drama producers have been working hard in the past two years.

“Costume dramas are generally considered to have Chinese characteristics overseas and are a genre that China is also good at.”Wang Qiao said that in recent years, domestic reality-themed works have also improved significantly, and some phenomenal dramas can even compete with neighboring countries.Last year, the performance of the urban-themed drama series "The Ordinary Road" produced by Xinli Media exceeded Wang Qiao's expectations overseas.“This proves that we still cannot stay within our own traditional understanding when selecting overseas content.”

Figuring out what audiences in which regions like to watch is a rather complicated issue.When we talk about overseas markets, we are not facing a whole market, but countless small markets with different aesthetics.The aesthetic preferences of audiences in Confucian cultural circles are very different from those in English-speaking areas; the novels and dramas that American audiences like to read may not necessarily be liked by European audiences.When content production is unlikely to be targeted only at a single market, the localization team needs to solve this problem in publicity and distribution.

“Customers in some areas don’t like to see war-themed content, so we shouldn’t bring war-themed content to that place.”Wang Qiao said.“We who work in overseas markets have a fundamental principle, that is, we cannot use unified content to face such a large global market, and we must do some segmentation.Even if it is the same work, it must be packaged differently in different places and emphasize different key points.”

《Joy of Life 2》The posters, trailers and other materials displayed on Disney+'s promotional channels have been adjusted for different regions.That's what Disney's team is filtering based on what they know about the preferences of overseas users.Wang Qiao said that Xinli’s attitude is that China needs to use the main investor and control to control the direction of a work, but it maintains an open attitude on the details of overseas promotion and is willing to give partners room for flexible adjustments.

Overall, you can make money, but some markets have not yet entered a profit cycle.

Wang Qiao did not give a clear figure for the revenue generated from overseas content, including Joy of Life 2, but he said that overseas TV dramas are an incremental business within the company, and “ is still there.We are working hard to explore, hoping to become a stable revenue ”.

At the same time, he emphasized that going overseas is not about making a profit at a loss. Our accounts in this area are even.From the perspective of overseas distribution, especially traditional TV distribution, it must be profitable.It's just that in different countries, we will set different profit margin targets.“

The so-called "different countries have different profit margins" refers to the issue of differentiation in different regions - not only differences in audience preferences, but also differences in payment capabilities and payment habits.

In addition to traditional regions and growth regions, Xinli's overseas goals also include a large number of emerging regions - the Middle East, Africa, Latin America, etc.Although Xinli is already trying to translate some of its works into local minor languages ​​​​for overseas use, it is still too early to talk about making money.

”I think that for the markets in these regions and countries, we must first give up the idea of ​​revenue.“Wang Qiao said.”We have not yet reached the point where we can obtain stable income in these places, and local audiences still need to cultivate their viewing habits for Chinese content.%

《Joy of Life 2》Playback interface on YouTube

In terms of business model, Xinli has different revenue methods for different platforms—Joy of Life 2—sells the broadcast rights to Disney+ through a buyout system and launches it in Singapore and other regions; at the same time, the show is alsoIt is played in the Americas, Australia, Europe and other places through platforms such as Youtube and Viki. Currently, the playback volume of 《Joy of Life 2》 on YouTube is 2-3 times that of other S-level mainland dramas.

The above is all about 《Joy of Life 2》 which will be launched simultaneously on Disney+. If this article can be helpful to you in the process of watching the drama, you can also follow the editor and take you to watch more dramas..