From National Preoccupation to Overseas Aspiration
Keane, Michael A. (2008) From National Preoccupation to Overseas Aspiration. In Zhu, Ying, Keane, Michael A., & Bai, Ruoyun (Eds.) TV Drama in China : Unfolding Narratives of Tradition, Political Transformation and Cosmopolitan Identity. Hong Kong University Press (HKU Press), Hong Kong.
Dramatic content, including imported drama, comprises almost half of the broadcast time on Chinese television. The considerable viewer appetite for TV drama on the mainland, however, does not necessarily translate into high quality output that captures export markets. In fact, the apparent advantage of large numbers is undermined by market fragmentation and lack of rights-consciousness. As I will suggest, these institutional imbroglios lead to cost-cutting in so far as producers are unwilling to take risks. Censorship at the pre-production stage further weakens the vitality of Chinese dramas. When finished dramas look for audiences in overseas markets, ideological emphasis militates against reception. Due to the pedagogical role of Chinese TV drama within the nation-state, moreover, there has until recently been no concerted push to internationalize. In turn, the predisposition to concentrate on the domestic market, combined with a lack of export consciousness among producers, has impeded innovation. As Taiwan, Hong Kong, and Korea have found out, selling content in multiple markets pushes producers to create new trends and genres, in this way taking more risks.
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|Item Type:||Book Chapter|
|Additional Information:||For more information about this book please refer to the publisher's website (see link) or contact the author.|
|Keywords:||TV drama, China|
|Subjects:||Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)|
|Divisions:||Current > Research Centres > ARC Centre of Excellence for Creative Industries and Innovation
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Institutes > Institute for Creative Industries and Innovation
|Copyright Owner:||Copyright 2008 HKU Press|
|Deposited On:||16 Apr 2008|
|Last Modified:||31 Oct 2013 00:00|
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