International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement
The relationship between online media platforms in China and fan groups is a dynamic one when it comes to the distribution of international TV series and other media content, as media platforms incorporate user-generated content to encourage or foster audience engagement. Through a series of case st...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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SAGE
2018
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/55319/ |
| _version_ | 1848799146424664064 |
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| author | Gilardi, Filippo Lam, Celia Tan, K. Cohen White, Andrew Cheng, Shuxin Zhao, Yifan |
| author_facet | Gilardi, Filippo Lam, Celia Tan, K. Cohen White, Andrew Cheng, Shuxin Zhao, Yifan |
| author_sort | Gilardi, Filippo |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The relationship between online media platforms in China and fan groups is a dynamic one when it comes to the distribution of international TV series and other media content, as media platforms incorporate user-generated content to encourage or foster audience engagement. Through a series of case studies, this article investigates how international TV series are acquired, distributed, marketed and curated on Chinese online video platforms. This helps to identify specific strategies and themes used by these platforms to promote international content and engage users. These marketing techniques, however, are not always as successful as expected, suggesting the need for a closer examination of the types of engagement sought by media platforms, and the ways in which Chinese audiences have responded within their cultural context. |
| first_indexed | 2025-11-14T20:31:02Z |
| format | Article |
| id | nottingham-55319 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:31:02Z |
| publishDate | 2018 |
| publisher | SAGE |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-553192018-10-12T08:51:24Z https://eprints.nottingham.ac.uk/55319/ International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement Gilardi, Filippo Lam, Celia Tan, K. Cohen White, Andrew Cheng, Shuxin Zhao, Yifan The relationship between online media platforms in China and fan groups is a dynamic one when it comes to the distribution of international TV series and other media content, as media platforms incorporate user-generated content to encourage or foster audience engagement. Through a series of case studies, this article investigates how international TV series are acquired, distributed, marketed and curated on Chinese online video platforms. This helps to identify specific strategies and themes used by these platforms to promote international content and engage users. These marketing techniques, however, are not always as successful as expected, suggesting the need for a closer examination of the types of engagement sought by media platforms, and the ways in which Chinese audiences have responded within their cultural context. SAGE 2018-09-01 Article PeerReviewed application/pdf en cc_by_nc https://eprints.nottingham.ac.uk/55319/1/untitled.pdf Gilardi, Filippo, Lam, Celia, Tan, K. Cohen, White, Andrew, Cheng, Shuxin and Zhao, Yifan (2018) International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement. Global Media and China, 3 (3). pp. 213-230. ISSN 2059-4372 Audience engagement; Chinese digital platforms; Chinese online marketing; International TV series; Online video distribution http://dx.doi.org/10.1177/2059436418806406 doi:10.1177/2059436418806406 doi:10.1177/2059436418806406 |
| spellingShingle | Audience engagement; Chinese digital platforms; Chinese online marketing; International TV series; Online video distribution Gilardi, Filippo Lam, Celia Tan, K. Cohen White, Andrew Cheng, Shuxin Zhao, Yifan International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement |
| title | International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement |
| title_full | International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement |
| title_fullStr | International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement |
| title_full_unstemmed | International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement |
| title_short | International TV series distribution on Chinese digital platforms: marketing strategies and audience engagement |
| title_sort | international tv series distribution on chinese digital platforms: marketing strategies and audience engagement |
| topic | Audience engagement; Chinese digital platforms; Chinese online marketing; International TV series; Online video distribution |
| url | https://eprints.nottingham.ac.uk/55319/ https://eprints.nottingham.ac.uk/55319/ https://eprints.nottingham.ac.uk/55319/ |