On September 25, the China-ASEAN Networking Audiovisual Industry Cooperation and Development Forum, co-organized by the Development Research Center of the State Administration of Press, Publication, Radio, Film and Television and the Guangxi Zhuang Autonomous Region's Press, Publication, Radio, and Television Bureau, kicked off in Nanning. The forum’s theme was “New Silk Road on the Sea: Space and New Opportunities for Audiovisual.†Representatives from political and business circles across ASEAN countries like Thailand and Malaysia, along with new media figures from major Chinese outlets such as CCTV, People's Daily Online, and International Online, as well as representatives from platforms like Tencent Video and iQiyi, attended the event. Zhu Yannan, Director of the Development Research Center, presented the “China-ASEAN Audiovisual Program Network Communication Report†during the forum.
The report highlights the current state of audiovisual content exchange between China and ASEAN. While there is growing interest, the spread of ASEAN audiovisual programs on major Chinese video platforms is still in an early stage. The content from ASEAN countries makes up only a small portion of the vast digital libraries, and user engagement remains limited. However, Thai productions, especially online ads and romantic dramas, have gained popularity due to their relatable themes and cost-effective production. Movie trailers also dominate the content available, while young women form the primary audience, drawn to high-quality idol dramas and modern-themed content.
Despite this, Chinese platforms have not yet developed a strong dependency on ASEAN content. Most introductions are handled through domestic agencies, and the majority of users do not pay for these programs. On the other hand, Chinese audiovisual content has found a strong foothold in Southeast Asia, particularly in the form of historical dramas and modern series. High-income, well-educated users in ASEAN countries show a strong preference for Chinese TV shows, indicating a growing cultural bridge.
To enhance cooperation, the report recommends leveraging Guangxi as a strategic hub. This includes building industry development bases, translation centers, and talent training facilities. It also suggests establishing multilingual news services, creating funding for joint productions, and expanding online trading platforms for audiovisual content.
As the China-ASEAN strategic partnership enters its 15th year, the time is ripe for deeper collaboration. By strengthening cultural ties and promoting mutual understanding, both sides can shape a more balanced global media landscape that benefits all.
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