TV TOKYO collaborates with video site, Japanese anime enters Chinese living room
Familiar with the Japanese friends, we all know that Japan has a very wonderful TV station in Tokyo, because when major TV stations are broadcasting major incidents such as earthquakes, reelections, etc., TV TOKYO is always playing animated broadcasts - from here, it is also possible It is clear that Tokyo TV station's position in the daily circle is dazzling.
But recently, TV TOKYO feels a bit high in domestic news. This is not because of its “Most Strongest Legend of the East,†but because TV TOK and the domestic animation industry have a series of joint production and copyright exchange cooperation:
1 In the aspect of production, there was a case in which China participated in the event: On the 25th, TV TOKYO and iQIYI held a press conference for “The War of the Dragons†in Japan. This was the first Chinese video website to participate in the “Animation Committee†(equivalent Produced company) animation.
2 There are also cases in which Japan participates in the National Man: If it is said that the original IP of the "Dragon Heart Wars" is a Japanese game, it is excusable to be produced by Japan. The new book of "Cang's Sword" by Xuan Yuanjian is jointly produced by TV TOKYO and Daewoo. It was quite unexpected.
3 In addition to animation production, TV TOKYO promoted the copyright New Deal in 2016 and no longer cooperated exclusively with Uchito. Instead, it increased iQIYI, LeTV, and embarrassment, and cooperated with five domestic platforms for online copyright cooperation.
Speaking of the cooperation between China and Japan in animation, many people still tend to stay in Japan to place medium-term production on cheaper Chinese OEMs. But in the last two years, this situation has undergone a major reversal. Besides TV TOKYO, there are many Japanese animation companies that have in-depth cooperation with Chinese companies. Why is that? Why does Tokyo TV strongly push cooperation with domestic video sites? Why are so many Chinese companies looking for Japanese production?
Tokyo Taiwan China New Deal: Copyright costs can cover production costs
In the official TV TOKYO website, this is the explanation for the selection of the five platforms.
From the official website's interpretation point of view, the reason for choosing each platform is very clear, that is to want to promote the animation produced by TV TOKAI to China as much as possible in the audience of animation. The advantage of Youku potatoes lies in traffic; iQIYI's advantage lies in having the country's largest search platform - Baidu, as an entrance; LeTV's advantage lies in the sale of self-made mobile phones and smart TVs, which can bring animation works from the Internet to the family; and b The station is even clearer, and it is a website supported by Chinese domestic core animation fans.
Actually, TV TOKYO and Yutu were the only long-term exclusive broadcasters. The reasons for changing the strategy are not given by TV TOKYO. However, according to industry insiders, this is because TV TOKYO is constrained by the current development model and the shrinking of its audience. Need a new engine to shake." A large number of Japanese animation artists, including Hideaki Akano, believe that Japanese animation is going down. Hideo Tanaka even said, "Japanese animation is good for five years."
The words of the masters are not groundless, because the birth rate in Japan is too low, and the number of countless countries in the world has remained for a few years. The crowd of Japanese viewers is gradually shrinking, and many animators are diverted because their salaries are too low, resulting in a lack of acceptance. In addition, although the output value of Japanese animation is still rising, the domestic market is already saturated.
Therefore, the industrial transformation of animation is very important.
Quoted from Animation Industry Report 2015 (アニメ工レホート2015)
As can be seen from the map, about 20% of Japan’s animation market is overseas. At the same time, Chinese video websites are extremely eager for Japanese animation. In January 2015, Fanpop’s “Assassination Classroom†was finally speculated in the competition for video sites. High copyright fees have led to the recovery of the cost of animated cartoons sold only to the Chinese market, and the cost of production of the Assassination Classroom animation has been substantially recovered. The situation has improved its own performance.
TV TOKYO is also a similar idea, and the TV series "Naruto" and "Gintama" belong to the long-term and big hit. If it is broadcast alone, a video site cannot be afforded at a high price due to its length. Therefore, distributing its works to five platforms will not only make money, but will further expand the audience and increase the market in China.
Chinese animation, why do you love to find Japanese co-production?
The “Bee Bee†landed on the Japanese website; “There was a “Lingjian Mountain†in the past†produced by Studio deen and broadcast on some Japanese TV stations; the upcoming animation “Battle†of B Station was supervised by “Gintama†and supervised by Takamatsu Shinji; The station will launch a new work titled "A Station Pill" and will be produced by Shenfeng Animation. It will also be produced by TV TOKYO, the "Chang's Sword of the Xuanyuan Sword," and "The War of the Dragons", which is now part of the IGI's participation in the committee system. - A large amount of domestic capital and the Japanese together to develop animation works. What is the reason?
Problems in China's previous issues, issues in the middle
The past two years have witnessed an era of rapid IP explosion. A large number of IPs that originally belonged to comic books, games, or novels are being adapted to animations. There are also a large number of original works being produced. At the same time as the early outbreaks, the mid-term personnel did not have explosive growth. As an animation of labor-intensive industries, especially the mid-term workers of two-dimensional animation, there is no way to suddenly develop a large number of them, plus Austrian Fly acquired a group of medium-term companies, which led to domestic animations that made it harder to find medium-term teams. The CEO of Popu Shell Animation, Chen Siyu, said, “At present, it is not a price issue, but there are not many teams that can do it.â€
When the domestic mid-term team is in short supply, many companies have set their sights on foreign countries. Hua Jinxing CEO Hu Jinsong stated to entertainment capital that “the outsourcing centers are now in North America, South America, and Mexico.†And Pu Pochao CEO Chen Siyu is Said that they have merged the North Korean team. Dr. Li Haoling, CEO of Dream Animation, said that he has cooperated with some outsourcing companies in Japan and South Korea. Finding outsourcing teams on a global scale has become a popular choice for Chinese companies.
Japanese animation has a unique medium-term advantage
The work standards of Japanese two-dimensional animation are of the highest level in the world. Take Ghibli as an example. The animation of Ghibli Studios does not use CG technology and all hand-painting is completed. Each work requires four to five hundred staff and each of them The weekly workload is only 5 seconds, which means that the efficiency is low, but the picture quality is nothing to say. The dream animation Li Haoling said that the advantage of Japanese animation is that the process of Japanese animation is particularly good. All staff members are part of the process line and cannot be mistaken.
People who have watched animation for many years will also have this experience. If the quality of a certain set of animation pictures suddenly decreases, they will go to the end-of-the-show list and be sure to see the outsourcing team of China or North Korea.
Devaluation of the yen and appreciation of the renminbi
Over the years, Japan's animation production costs did not increase and fell, and it remained at a price of 10 million yen per set. Animation costs such as "Naruto" were slightly lower, about 8 million per episode, and there were also more than 20 million per episode in the industry. conscience.
In general, however, the cost of Japanese animation is basically not improved. According to Hu Jinsong, CEO of Huaying Planet, there is a gap between the Japanese and overseas OEM costs, which is basically 2 to 24 thousand minutes. In 2015, the yen was still depreciating, hitting a new low for 13 years. At the same time, the renminbi was rising relative to the yen. Therefore, China’s “buy, buy, and buy†policy can also work in the Japanese animation market.
Japanese-style production helps promote
According to the information of iResearch, the majority of China’s secondary users are due to Japanese animation, which means that Japanese-style styles and Japanese styles are inherently attractive to them. They prefer and are more accustomed to looking at works with Japanese elements, such as "Bee Bee". There are a large number of fans who, in the case of Chinese dubbing, choose to watch the Japanese version of the popular voice Yuzawa parsley and Tachibana Shinnosuke dubbing.
Japanese production as a steamed bread can also attract domestic audiences. For example, studio deen that produced "Vampire Knight", "Fate/stay night", and "Hattalia" was produced by the company. Naturally bring expectations to the audience.
The animation production committee system will become a new trend in China?
Between China and Japan, there are many animation works now. From early to late, many companies have different levels of cooperation. There are also many examples of China’s contribution to China’s contribution. However, new phenomena have emerged this year. That is China's participation in the committee system.
The Japanese animation production committee system is a unique way of making animations and movies, and it is a means to spread the risks. In the past, the main funders participating in this committee include television stations, DVD sales companies, production companies, publishing houses, advertising agencies, and toy companies. They naturally have to assume their own profits and losses at the time of loss. However, when there is income, they can obtain all of them. Derivative benefits.
iQIYI also wants to make adjustments in its own strategy and IP development. This time participating in the "Dragon Heart Warfare" animation production committee, is the iqiyi animation venture capital division and the game division led, is to be in the animation business The layout and profit model have gained a lot. This is the same as the homemade drama before Iqiyi. It is the development of the entire industry chain.
In the view of entertainment capital, if this move can achieve large-scale profit, it is certain that a group of interest-related companies will participate in the animation production committee in the next few years.
Japan's animation industry's great God Shinyoshi Hideaki once believed that Japanese animation will collapse in five years. At the same time, he also said that although animation will not disappear, the throne of the global creative center will be transferred to other Asian countries and regions.
From the above example, we may have seen some clues. Japan's original animation industry began to produce for Chinese production. Sino-Japanese joint production of animation into Japanese TV stations, but also China's capital to enter the core of the Japanese animation ... seems to indicate that The dominance of Asian animation is gradually being transferred between these two countries.
1 In the aspect of production, there was a case in which China participated in the event: On the 25th, TV TOKYO and iQIYI held a press conference for “The War of the Dragons†in Japan. This was the first Chinese video website to participate in the “Animation Committee†(equivalent Produced company) animation.
2 There are also cases in which Japan participates in the National Man: If it is said that the original IP of the "Dragon Heart Wars" is a Japanese game, it is excusable to be produced by Japan. The new book of "Cang's Sword" by Xuan Yuanjian is jointly produced by TV TOKYO and Daewoo. It was quite unexpected.
3 In addition to animation production, TV TOKYO promoted the copyright New Deal in 2016 and no longer cooperated exclusively with Uchito. Instead, it increased iQIYI, LeTV, and embarrassment, and cooperated with five domestic platforms for online copyright cooperation.
Speaking of the cooperation between China and Japan in animation, many people still tend to stay in Japan to place medium-term production on cheaper Chinese OEMs. But in the last two years, this situation has undergone a major reversal. Besides TV TOKYO, there are many Japanese animation companies that have in-depth cooperation with Chinese companies. Why is that? Why does Tokyo TV strongly push cooperation with domestic video sites? Why are so many Chinese companies looking for Japanese production?
Tokyo Taiwan China New Deal: Copyright costs can cover production costs
In the official TV TOKYO website, this is the explanation for the selection of the five platforms.
Actually, TV TOKYO and Yutu were the only long-term exclusive broadcasters. The reasons for changing the strategy are not given by TV TOKYO. However, according to industry insiders, this is because TV TOKYO is constrained by the current development model and the shrinking of its audience. Need a new engine to shake." A large number of Japanese animation artists, including Hideaki Akano, believe that Japanese animation is going down. Hideo Tanaka even said, "Japanese animation is good for five years."
The words of the masters are not groundless, because the birth rate in Japan is too low, and the number of countless countries in the world has remained for a few years. The crowd of Japanese viewers is gradually shrinking, and many animators are diverted because their salaries are too low, resulting in a lack of acceptance. In addition, although the output value of Japanese animation is still rising, the domestic market is already saturated.
Therefore, the industrial transformation of animation is very important.
As can be seen from the map, about 20% of Japan’s animation market is overseas. At the same time, Chinese video websites are extremely eager for Japanese animation. In January 2015, Fanpop’s “Assassination Classroom†was finally speculated in the competition for video sites. High copyright fees have led to the recovery of the cost of animated cartoons sold only to the Chinese market, and the cost of production of the Assassination Classroom animation has been substantially recovered. The situation has improved its own performance.
Chinese animation, why do you love to find Japanese co-production?
The “Bee Bee†landed on the Japanese website; “There was a “Lingjian Mountain†in the past†produced by Studio deen and broadcast on some Japanese TV stations; the upcoming animation “Battle†of B Station was supervised by “Gintama†and supervised by Takamatsu Shinji; The station will launch a new work titled "A Station Pill" and will be produced by Shenfeng Animation. It will also be produced by TV TOKYO, the "Chang's Sword of the Xuanyuan Sword," and "The War of the Dragons", which is now part of the IGI's participation in the committee system. - A large amount of domestic capital and the Japanese together to develop animation works. What is the reason?
Problems in China's previous issues, issues in the middle
When the domestic mid-term team is in short supply, many companies have set their sights on foreign countries. Hua Jinxing CEO Hu Jinsong stated to entertainment capital that “the outsourcing centers are now in North America, South America, and Mexico.†And Pu Pochao CEO Chen Siyu is Said that they have merged the North Korean team. Dr. Li Haoling, CEO of Dream Animation, said that he has cooperated with some outsourcing companies in Japan and South Korea. Finding outsourcing teams on a global scale has become a popular choice for Chinese companies.
Japanese animation has a unique medium-term advantage
The work standards of Japanese two-dimensional animation are of the highest level in the world. Take Ghibli as an example. The animation of Ghibli Studios does not use CG technology and all hand-painting is completed. Each work requires four to five hundred staff and each of them The weekly workload is only 5 seconds, which means that the efficiency is low, but the picture quality is nothing to say. The dream animation Li Haoling said that the advantage of Japanese animation is that the process of Japanese animation is particularly good. All staff members are part of the process line and cannot be mistaken.
People who have watched animation for many years will also have this experience. If the quality of a certain set of animation pictures suddenly decreases, they will go to the end-of-the-show list and be sure to see the outsourcing team of China or North Korea.
Devaluation of the yen and appreciation of the renminbi
Over the years, Japan's animation production costs did not increase and fell, and it remained at a price of 10 million yen per set. Animation costs such as "Naruto" were slightly lower, about 8 million per episode, and there were also more than 20 million per episode in the industry. conscience.
In general, however, the cost of Japanese animation is basically not improved. According to Hu Jinsong, CEO of Huaying Planet, there is a gap between the Japanese and overseas OEM costs, which is basically 2 to 24 thousand minutes. In 2015, the yen was still depreciating, hitting a new low for 13 years. At the same time, the renminbi was rising relative to the yen. Therefore, China’s “buy, buy, and buy†policy can also work in the Japanese animation market.
Japanese-style production helps promote
Japanese production as a steamed bread can also attract domestic audiences. For example, studio deen that produced "Vampire Knight", "Fate/stay night", and "Hattalia" was produced by the company. Naturally bring expectations to the audience.
The animation production committee system will become a new trend in China?
Between China and Japan, there are many animation works now. From early to late, many companies have different levels of cooperation. There are also many examples of China’s contribution to China’s contribution. However, new phenomena have emerged this year. That is China's participation in the committee system.
The Japanese animation production committee system is a unique way of making animations and movies, and it is a means to spread the risks. In the past, the main funders participating in this committee include television stations, DVD sales companies, production companies, publishing houses, advertising agencies, and toy companies. They naturally have to assume their own profits and losses at the time of loss. However, when there is income, they can obtain all of them. Derivative benefits.
iQIYI also wants to make adjustments in its own strategy and IP development. This time participating in the "Dragon Heart Warfare" animation production committee, is the iqiyi animation venture capital division and the game division led, is to be in the animation business The layout and profit model have gained a lot. This is the same as the homemade drama before Iqiyi. It is the development of the entire industry chain.
In the view of entertainment capital, if this move can achieve large-scale profit, it is certain that a group of interest-related companies will participate in the animation production committee in the next few years.
Japan's animation industry's great God Shinyoshi Hideaki once believed that Japanese animation will collapse in five years. At the same time, he also said that although animation will not disappear, the throne of the global creative center will be transferred to other Asian countries and regions.
From the above example, we may have seen some clues. Japan's original animation industry began to produce for Chinese production. Sino-Japanese joint production of animation into Japanese TV stations, but also China's capital to enter the core of the Japanese animation ... seems to indicate that The dominance of Asian animation is gradually being transferred between these two countries.
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