FEATURES
Consumer expectations drive production investment, engagement; “Uplifting the viewing experience of pan-Asian content for global audiences” – iQiyi says
20 September 2021
In July this year, with global demand for Asian content at record highs, iQiyi crossed what it calls a significant technical milestone, layering its all-Asia content with best-in-class sound and video quality across consumer devices.
A month later, on 24 August, the Chinese streamer went live with the first episodes of its latest effects-filled original drama – "The Ferryman: Legends of Nanyang" – released in Dolby Atmos.
The 36-episode Chinese supernatural series, adapted from iQiyi’s 2014 classic Mandarin-language series "Soul Ferry", stars Singapore-based mainland Chinese actor Qi Yuwu ("The Little Nyonya") and Lawrence Wong ("Story of Yanxi Palace") as partners on a mission to guide wandering spirits with unfinished business on earth.
The upgraded sound quality is evident from early in episode one where, at the 2:30-minute mark, the ghost spirit hovers with a Dolby Atmos-powered chilling soundtrack that seems to come from all directions. 30 seconds later, a robbery scene fills the screen, and again, the Dolby Atmos soundtrack accentuates the intensity of the chaos.
“With a rising demand for Asian content worldwide – be it Chinese, Korean and Southeast Asian content – iQiyi is proud to be the born-and-bred Asian platform to uplift the entertainment viewing experience of pan-Asian content for the global audience,” says Kuek Yu-Chuang, iQiyi’s Singapore-based VP of International Business, of the decision to add Dolby Vision and Dolby Atmos to the premium/paid tiers of its international streaming platform in 191 countries across Southeast Asia, the Middle East and North America.
“As we grow our appeal internationally, and as home entertainment technology continually improves and becomes even more accessible, we want to delight our subscribers’ high expectations for quality entertainment – both in terms of content, as well as viewing experience,” he says.
iQiyi’s investment runs alongside rising consumer expectations from entertainment delivered to their homes and to their devices.
In the three years between 2017 and 2020, global demand for new TV sets enabled ...
In July this year, with global demand for Asian content at record highs, iQiyi crossed what it calls a significant technical milestone, layering its all-Asia content with best-in-class sound and video quality across consumer devices.
A month later, on 24 August, the Chinese streamer went live with the first episodes of its latest effects-filled original drama – "The Ferryman: Legends of Nanyang" – released in Dolby Atmos.
The 36-episode Chinese supernatural series, adapted from iQiyi’s 2014 classic Mandarin-language series "Soul Ferry", stars Singapore-based mainland Chinese actor Qi Yuwu ("The Little Nyonya") and Lawrence Wong ("Story of Yanxi Palace") as partners on a mission to guide wandering spirits with unfinished business on earth.
The upgraded sound quality is evident from early in episode one where, at the 2:30-minute mark, the ghost spirit hovers with a Dolby Atmos-powered chilling soundtrack that seems to come from all directions. 30 seconds later, a robbery scene fills the screen, and again, the Dolby Atmos soundtrack accentuates the intensity of the chaos.
“With a rising demand for Asian content worldwide – be it Chinese, Korean and Southeast Asian content – iQiyi is proud to be the born-and-bred Asian platform to uplift the entertainment viewing experience of pan-Asian content for the global audience,” says Kuek Yu-Chuang, iQiyi’s Singapore-based VP of International Business, of the decision to add Dolby Vision and Dolby Atmos to the premium/paid tiers of its international streaming platform in 191 countries across Southeast Asia, the Middle East and North America.
“As we grow our appeal internationally, and as home entertainment technology continually improves and becomes even more accessible, we want to delight our subscribers’ high expectations for quality entertainment – both in terms of content, as well as viewing experience,” he says.
iQiyi’s investment runs alongside rising consumer expectations from entertainment delivered to their homes and to their devices.
In the three years between 2017 and 2020, global demand for new TV sets enabled with Dolby Atmos was up by almost 250% CAGR every year. Demand for Dolby Vision-enabled sets increased 120% a year in the same period, says Pankaj Kedia, Dolby Laboratories’ managing director for emerging markets.
“Consumers are demanding incredible entertainment brought to life in Dolby,” he says.
"The Ferryman: Legends of Nanyang", also available in 4K, underscores iQiyi’s dedication to bringing Asian creators’ visions to life, Kuek says.
According to data science company Parrot Analytics, series in Dolby in the second quarter of this year, peaked at #1 for at least one day in 79 markets around the world.
Sponsored content. Published in ContentAsia 20 Sept 2021 eNewsletter
Previous
Next
