More than 70% of new TV dramas partnered with Weibo in the first half of 2017. The top 30 TV dramas accounted for 93% of all TV drama-related Weibo impressions. Huge Weibo fan bases also unlocked more revenue opportunities for TV dramas according to Kantar.
Weibo has become the most important marketing and promotion platform for video contents, including traditional TV stations and online video websites.
In the first half of this year, China Central TV Station and provincial satellite TV channels launched a total of 120 new TV dramas, and 67% partnered with Weibo. At the same time, Chinese video websites launched 185 online TV dramas with 73% of them working with Weibo.
On the other hand, the growing importance of Weibo has also changed TV drama industry. Social media has become the most popular platform where fans discuss TV programmes: 22% of Weibo users are talking about TV and video programmes. Among them, 17% were talking about variety programmes while 15% discussing...
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