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探索革新开放共赢腾讯视频用国际化视野讲好中国故事

时间：2019-10-17 15:00:55阅读：43721次
10月14日至17日，2019法国秋季戛纳电视节正式举行。期间，由国务院新闻办公室、国家广播电视总局、上海市文化和旅游局主办的中国网络视听产业论坛于15日启幕。国务院新闻办公室对外推广局局长张雁彬，国
蓝色星球2
  • 蓝色星球2
  • 未知
  • 戴维·阿滕伯勒

10月14日至17日，2019法国秋季戛纳电视节正式举行。期间，由国务院新闻办公室、国家广播电视总局、上海市文化和旅游局主办的中国网络视听产业论坛于15日启幕。国务院新闻办公室对外推广局局长张雁彬，国家广播电视总局国际司副司长周继红，上海市文化和旅游局副局长、上海市广播电视局副局长罗毅以及腾讯视频副总裁、企鹅影视高级副总裁韩志杰等企业代表一同出席。在此次论坛上，韩志杰发表主题演讲，分享了腾讯视频在国际交流与内容出海领域的经验和成果。

互联网视听高速发展 助推国际内容交流合作

互联网一直是国际文化交流的重要桥梁，而互联网视听产品则是推动不同文化交流互鉴的“加速器”。最新数据显示，截至今年6月中国网民规模已经达到8.54亿，网络视频用户规模占比超88.8％。在市场带动下，以腾讯视频为代表的中国头部网络视听平台也实现了高速的发展。目前，腾讯视频全平台的日活用户已经超过2亿，人均日观看时长超过100分钟，截止今年6月底，付费会员规模已近亿。对此，韩志杰认为，广袤的互联网市场及年轻化、规模化、具有强鉴赏力的网络视听用户，正在为行业发展和国际内容交流带来更大的发展空间和机遇。

近年来，腾讯视频积极推进国际内容交流与合作，在拓宽用户和市场视野的同时，与Netflix、BBC、NHK等众多国际知名视听机构建立了文明交互的国际“朋友圈”，为中国内容出海打通了渠道。随着国际“朋友圈”友谊的逐渐深入和自制能力的提升，腾讯视频将单纯的内容引进逐步升级成为联合开发制作。比如腾讯视频与BBC联合打造的自然纪录片《蓝色星球2》《王朝》，以及与福斯传媒联手打造的华语迷你剧《东方华尔街》都取得卓越的成绩。

探索革新 推动中国故事走出国门

除了与国际伙伴的深入合作，腾讯视频通过拓宽内容品类，进军产业上游，让中国故事出海具备了规模基础与内容优势。韩志杰在现场介绍，目前腾讯视频已经由单一的播放平台转变为制播一体化的视听平台，并通过不断地学习与探索，实现了全品类的内容覆盖以及自制内容精品化、细分化的品质升级。

此外，腾讯视频通过构建内容生态，让中国故事出海具备了多元化的传播形式。目前，腾讯视频已经实现了由剧集、综艺、电影等核心产品，到游戏、音乐、小说等新兴品类的拓展，通过生态联动实现了IP文化与价值的立体化传播。比如，《全职高手》就是借助生态体系的内外联动，实现了由网文IP到剧、漫的产业链开发。

为了拉近优质华语内容与海外用户的距离，在实现内容精品化、生态化的模式升级后，腾讯视频又创造性地打造了一个富有中国标签的海外视频平台——WeTV。韩志杰指出WeTV不仅改变了自制内容的出海形式、拓宽出海渠道，还拉近了内容与国际用户的距离。 自今年上线以来，WeTV先后在泰国、印尼、印度等多个国家和地区正式落地并在不到半年时间里取得初步成果。《陈情令》和《致我们暖暖的小时光》等剧集在该平台同步播出期间话题几度登顶泰国推特热搜第一，线下见面会也异常火爆，成功引发海外用户追剧热潮。

开放共赢 加强交流互鉴

通过阶段性的探索革新，腾讯视频在成功推动华语内容出海的同时收获了宝贵经验。韩志杰认为，具备中国文化特色、兼具正能量元素与国际化视角表达的优质内容，更容易引发共情、便于传播。

在过去的两年中，腾讯视频输出了30余部涵盖电视剧、综艺、纪录片、电影、动画等品类的优质自制内容。比如，具有中国特色的探险题材自制剧《鬼吹灯之精绝古城》，在Youtube上播放量近4000万；综艺节目《创造101》和《明日之子》，极致地展现了中国年轻人拼搏奋进的精神；被Netflix买断全球版权，作为其首部全球播出的国产网络原创系列纪录片《风味原产地 · 潮汕》，被海外用户誉为精致可口的“文化蛋糕”；国漫《快把我哥带走》及少儿动画《超级小熊布迷》也带动越来越多的精品中国动画走进了国外观众的视野。

谈及接下来的规划与发展，韩志杰表示腾讯视频将持续加强精品自制能力，以开放共赢的态度与国际合作伙伴进行更为深入的交流，借助网络视听的传播特点与优势，以更加国际化的视野，讲好中国故事，传播好中国声音。

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