VIACOM INTERNATIONAL MEDIA NETWORKS LAUNCHES FIVE-YEAR NICKELODEON CHINESE ANIMATION DEVELOPMENT PROJECT TO PROPEL NEW ANIMATION CO-PRODUCTIONS IN AND WITH CHINA
INAUGURAL NICKELODEON CHINESE ANIMATION DEVELOPMENT PROJECT KICKS OFF WITH ANOTHER COLLABORATION DEAL WITH IQIYI
Deer Run
CANNES, 16 OCTOBER 2018 –Viacom International Media Networks (VIMN), a division of Viacom Inc. (NASDAQ: VIA, VIAB), today announced the launch of a new Nickelodeon Chinese Animation Development Project at MIPCOM. Supported by China’s National Radio and Television Administration (NRTA), the inaugural Nickelodeon Chinese Animation Development Project is expected to drive new animation co-productions in and with China. The first initiative to be backed by the Project is the confirmation of another collaboration deal with iQIYI to develop the second season of iQIYI’s original children’s animation series, Deer Run*. This was jointly announced by both organizations at a signing ceremony, witnessed by NRTA at MIPCOM today. As the host of honor for the 2018 MIP Junior and MIPCOM, China has nearly 60 film and television institutions gathered at the joint pavilion and held multiple film and television exchange events.
This move follows VIMN’s on-going strategic collaboration with iQIYI. Last year, the two organizations agreed to develop Deer Run, which was the first time Nickelodeon Asia is taking a Chinese original on its network from conception phase. Currently in production, the first season of the 40-episode x 11-minute CG-animated series is slated to premiere in the first quarter of 2020. The collaboration deal for the second season will continue to see Nickelodeon providing creative guidance and supervision. Under the agreement, VIMN will air on Nickelodeon international networks outside of China, while exploring Deer Run’s licensing potential outside of China, upon completion of production.
From left to right: Mr Wang Xiaohui, Chief Content Officer, iQIYI | Mr David Lynn, President and CEO, Viacom International Media Networks | Mr Mark Whitehead, President and Managing Director, Asia Pacific, Viacom International Media Network | Ms Yang Xiaoxuan, Vice President, iQIYI | Mr Ling Li, Representative from Chinese Publicity Department | Representative from Cannes Film Festival
“We are thrilled to expand our cooperation with Nickelodeon to develop Deer Run. Recently, iQIYI is committed to producing outstanding original content and we will continue to work with talented partners to bring the best content to our users,” said iQIYI’s Chief Content Officer, Wang Xiaohui.
“Deer Run, with its endearing and humorous storylines and compelling, relatable characters, proves that great original animation content can come from any part of the world,” said Nina Hahn, Senior Vice President, International Production & Development.
The new Nickelodeon Chinese Animation Development Project will see VIMN investing in a five-year intellectual property (IP) development project for up to two qualifying IP projects annually. With creative guidance and supervision by Nickelodeon, VIMN will also explore licensing potential of completed projects outside of China, upon completion of production. These projects could include the development of brand new animation titles, new seasons of existing popular Chinese animation programs, or creating a Chinese version of Nickelodeon’s existing animation properties.
"We are delighted an international media company like Viacom has demonstrated their commitment to the Chinese market and will be taking the lead in further promoting Chinese children’s animation. We look forward to seeing the co-creation of new intellectual properties in and by China’s animation community in partnership with Viacom,” stated by China’s National Radio and Television Administration (NRTA) representative.
“With vital support from NRTA via the Nickelodeon Chinese Animation Development Project and through our on-going strategic relationship with iQIYI, we believe there is an exciting opportunity to showcase China’s fantastic animation talent and resources to the international market," said Mark Whitehead, President and Managing Director, Asia Pacific, Viacom International Media Networks.
Application details for further applications for the project will open in 2019.
[end]
Footnote:
*Deer Run is a working title.
About iQIYI, Inc.
iQIYI, Inc. (NASDAQ: IQ) is China’s leading online video platform, streaming both original and licensed movies, drama series, variety shows, animations and other contents from China and abroad. Since its launch in April 2010, iQIYI has been providing Chinese viewers with a rich and smooth and HD online video experience. The platform has been recognized as an industry leader for innovation in production, technology, and marketing. With the largest user base in China’s video streaming sector, iQIYI has built up a diversified business model to connect people with services building e-commerce, gaming, ticket sales, live streaming, online reading and more. At the same time, the company has also been actively expanding its distribution network worldwide and providing more premium content to overseas audience. For more information about iQIYI, please visit www.iqiyi.com.
About Nickelodeon International
Nickelodeon, now in its 39th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, digital, recreation, books and feature films. Nickelodeon is one of the most globally recognized and widely distributed multimedia entertainment brands for kids and family, with 1.2 billion cumulative subscriptions in more than 500 million households across 170+ countries and territories, via more than 100+ locally programmed channels and branded blocks. Outside of the United States, Nickelodeon is part of Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIAB, VIA), one of the world’s leading creators of programming and content across all media platforms. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc.
About Viacom International Media Networks
Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NASDAQ: VIAB, VIA), is comprised of many of the world’s most popular multimedia entertainment brands, including MTV, MTV LIVE HD, Nickelodeon, Nick Jr., Comedy Central, Paramount Channel, and more. Viacom brands reach more than 3.8 billion cumulative subscribers in 180+ countries and territories via more than 200 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties, in 40 languages. Keep up with VIMN news by visiting the VIMN PR Twitter feed at www.twitter.com/VIMN_PR. For more information about Viacom and its businesses, visit www.viacom.com, blog.viacom.com and the Viacom Twitter feed at www.twitter.com/Viacom.
Original post:
Viacom International Media Networks (VIMN) Asia today announced the launch of a five-year Nickelodeon Chinese Animation Development Project with the support of China’s National Radio and Television Administration! The project, which is designed to "drive new animation coproductions in and with China", was announced today at this years MIPCOM trade show in Cannes, France.
Viacom can do up to two qualifying projects annually under the initiative, which could include the new animation titles, new seasons of existing popular Chinese animation programs or Chinese versions of Nickelodeon’s existing animation properties.
The first project backed by the initiative is a partnership with Chinese online streaming giant iQiyi for the development of a second season of original children’s animation series Deer Run (working title). A Nickelodeon-iQiyi deal for the first season was unveiled last year and marked the first time that Nickelodeon Asia worked on a Chinese original from its conception stage after having previously simply acquired Chinese content.
Currently in production, the first season of the 40-episode 11-minute CG-animated series is set to premiere in the first quarter of 2020. The collaboration for the second season will continue to see Nickelodeon providing creative guidance and supervision, with Viacom set to air it on Nickelodeon international networks outside of China, while exploring the show’s licensing potential outside of the country.
“We are thrilled to expand our cooperation with Nickelodeon to develop Deer Run. Recently, iQiyi is committed to producing outstanding original content, and we will continue to work with talented partners to bring the best content to our users,” said the Chinese company’s chief content officer, Wang Xiaohui.
“Deer Run, with its endearing and humorous storylines and compelling, relatable characters, proves that great original animation content can come from any part of the world,” said Nina Hahn, Senior Vice President (SVP) international production and development.
“With vital support from NRTA via the Nickelodeon Chinese Animation Development Project and through our ongoing strategic relationship with iQiyi, we believe there is an exciting opportunity to showcase China’s fantastic animation talent and resources to the international market," said Mark Whitehead, President and Managing Director (MD), Asia Pacific, Viacom International Media Networks.
Applications for future participation in the project will open in 2019.
Asked by The Hollywood Reporter what it takes for Chinese animation projects to succeed abroad, he said: "To take animation outside of China, we will need to identify great Chinese content, which checks off the boxes for us: great storytelling and characters; strong production quality; ability for content to travel around Asia and internationally; a plus [is] content that taps into fans' desire to interact with the characters and gives us an ability to take the animation property beyond the screen. And that’s why we’re so excited about iQiyi’s Deer Run as we believe it has checked off all the boxes."
"We are delighted an international media company like Viacom has demonstrated their commitment to the Chinese market and will be taking the lead in further promoting Chinese children’s animation," said China’s National Radio and Television Administration. "We look forward to seeing the co-creation of new intellectual properties in and by China’s animation community in partnership with Viacom."
VIMN Asia also announced at MIPCOM 2018 that MTV has reached a cooperation agreement with Asian media company WebTVAsia covering short-form video content for China’s Generation Z. Under the deal, financial terms of which weren’t disclosed, WebTVAsia will have exclusive streaming rights to select made-in-China shortform content from the MTV library to be streamed on its partner platforms in mainland China. Music-based programming covered by the deal includes MTV music charts, MTV News, pop culture features and more. So far, MTV content was available in the country only via the MTV China channel.
Mobile data has becoming cheaper and cheaper in China, which has helped drive the growth in shortform consumption. Under MTV's deal with WebTVAsia, made-in-China content will first become available on Tencent’s recently launched Yoo Video shortform video app.
“The young generation is clearly watching more and more video via mobile, which is driving the popularity of shortform video apps in China, along with the growing demand for original shortform content,” said Pierre Cheung, senior vp and general manager, Greater China, Viacom International Media Networks. “Hence, as part of our strategy with Viacom Digital Studios International, we’re bringing the power and scale of Viacom’s global content engine to support the Chinese industry, starting first with our original made-in-China content for the Chinese.”
Pierre Cheung, senior vp and general manager, Greater China, Viacom - P 2018: Photo credit: Viacom
Said Fred Chong, Group Chief Executive Officer (CEO) of WebTVAsia: "As a content creation company reaching audiences in China and Asia since 2005, we understand the culture and consumption trends of these markets. Hence, our unique leading position bridging China partners like Tencent, Baidu, Toutiao, NetEase, Weibo, Youku and iQiyi to global content partners. I’m pleased to be partnering [Viacom] in expanding business together in China."
Cheung told THR: "China’s Generation Z is the first Chinese generation to have been born in a fully modern, mobile-first nation. They have the world at their fingertips, never knowing a time when Internet access wasn’t high-speed and mobile. It is this generation that’s changing the way we do business. They are clearly watching more and more video via mobile, which is driving the popularity of shortform video apps in China." As such, he said that "the collaboration will strengthen MTV’s audience touch-points across multiple platforms, including social and mobile."
Both of Viacom's initiatives for China will provide new opportunities in the big Asian market for two of the company's flagship brands.
China is this year’s country of honor at MIPCOM.
More from Variety:
Viacom, Nickelodeon, iQIYI Team on Chinese Animation Development Project
The five year plan will see the companies produce content for China and the world from the conception phase on
Viacom International Media Networks (VIMN) announced on Tuesday the launch of the Nickelodeon Chinese Animation Development Project, a five-year program aimed at creating new animation co-productions both in and with China for that market and abroad.
The new project will see VIMN boarding up to two new IP development projects annually as part of the deal. Nickelodeon will provide oversight, while VIMN explores the international licensing prospects of the jointly-created content. The included projects can be completely new titles, new seasons of existing Chinese programs or Chinese versions of already existing Nickelodeon animated formats.
iQIYI’s “Deer Run” was the first original Chinese production that Nickelodeon Asia participated in from the concept phase, and will be the first series included in the new project. The announcement was made at a signing ceremony at Mipcom on Tuesday.
Season One of “Deer Run” is currently in production with the CG-animated series scheduled to launch in first quarter of 2020.
“We are thrilled to expand our co-operation with Nickelodeon to develop ‘Deer Run,’” said iQIYI’s chief content officer, Wang Xiaohui in a press release. “Recently, iQIYI is committed to producing outstanding original content and we will continue to work with talented partners to bring the best content to our users.”
“’Deer Run,’ with its endearing and humorous storylines and compelling, relatable characters, proves that great original animation content can come from any part of the world,” said Nina Hahn, senior vice president, international production & development at Nickelodeon.
“With vital support from NRTA via the Nickelodeon Chinese Animation Development Project and through our on-going strategic relationship with iQIYI, we believe there is an exciting opportunity to showcase China’s fantastic animation talent and resources to the international market,” said Mark Whitehead, president and managing director, Asia Pacific, VIMN.
Applications for future participation in the project will open in 2019.
###
Also, from C21 Media:
China’s iQiyi ups investment in originals
MIPCOM: Chinese online video platform iQiyi is aiming to ramp up spending on original content, its chief told delegates here in Cannes.
Yu Gong, founder and CEO of the VoD service, said he plans to turn the company into a “technology-based entertainment giant” and believes the key to that is creating and owning the IP.
Currently, iQiyi’s revenue is mostly generated by licensed content, but the strategy is to convert this into an original content model in the future.
Gong said original content has three key benefits over licensed material: it is often more differentiated, makes it easier to control content costs and is easier to monetise.
He added that advertising “seamlessly” embedded into iQiyi’s originals can “facilitate a more natural viewing experience.”
“Original content also has long-term value as it can be broadcast and monetised in multiple periods of its lifetime,” he said. “We can generate revenues from subscription fees in the first window and from ads in the second window for all users.”
Gong’s comments came soon after iQiyi announced it had agreed a deal with Viacom-owned Nickelodeon to develop the second season of its animated children’s series Deer Run. This is the first project of Viacom International Media Network’s new five-year initiative to boost animation coproductions in and with China.
Deer Run marked the first time Nickelodeon Asia took a Chinese original on its network from the conception phase. The first season of the 40×11’ series is in production and will premiere in the first quarter of 2020.
This is one part of a broad portfolio of original content offered by iQiyi, including variety shows The Rap of China and Clash Bots, and drama series Tientsin Mystic and Burning Ice.
Gong added that iQiyi intended to integrate artificial intelligence into its platform to provide “tailor-made content and intelligent recommendations to users.”
However, the exec did not mention iQiyi’s plans to battle IP infringement following accusations earlier this year that it had copied South Korean media firm CJ ENM’s format Produce 101.
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More Nick: Nickelodeon, BBC, Cartoon Network Gaze Into the Future of TV at MipJunior 2018 [Updated] | MIPCOM!
Originally published: Tuesday, October 16, 2018.
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