Promotion of Chinese TV Series in Russia: Key Factors
In the context of increasing globalization, national audiovisual content is becoming an important tool for intercultural communication. The cultural exchange between China and Russia is marked by the growing interest in Chinese TV series in Russia, while the mechanisms of distribution of Chinese tel...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Peoples’ Friendship University of Russia (RUDN University)
2025-07-01
|
| Series: | RUDN Journal of Studies in Literature and Journalism |
| Subjects: | |
| Online Access: | https://journals.rudn.ru/literary-criticism/article/viewFile/45346/25169 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849684373313421312 |
|---|---|
| author | Jiamei Song Lin Xi |
| author_facet | Jiamei Song Lin Xi |
| author_sort | Jiamei Song |
| collection | DOAJ |
| description | In the context of increasing globalization, national audiovisual content is becoming an important tool for intercultural communication. The cultural exchange between China and Russia is marked by the growing interest in Chinese TV series in Russia, while the mechanisms of distribution of Chinese television series in the Russian market have not been reflected in the scientific field. The authors have identified specific strategies for promoting Chinese content and analyzed the perception of Chinese TV series by the Russian audience. The study was conducted in the context of China’s foreign cultural policy using Russian empirical data. The results demonstrate that the distribution of Chinese TV series in Russia largely depends on Chinese government support aimed at strategically promoting TV products abroad, as well as the use of a multi-channel content distribution model. This model includes the synergy of Chinese and Russian television channels, local streaming platforms, social networks, and international video services. This approach contributes to the progressive strengthening of the Chinese presence in the Russian media sphere and strengthening its influence on the Russian market. An analysis of data from the KinoPoisk portal shows a growing interest in Chinese TV series, which is reflected in an increase in the number of ratings and reviews, and high ratings. The key factors in genre and content policy are related to marketing aspects: responding to audience expectations, genre diversification, an emphasis on melodramas, fantasy and action films, and high-quality content. The authors offer counter recommendations for the promotion of television content in China, which can serve as a guideline for the effective distribution of Russian video products based on Chinese-Russian cultural cooperation. |
| format | Article |
| id | doaj-art-9e2abe0769f94bfaa5fee3c83bbd39f8 |
| institution | DOAJ |
| issn | 2312-9220 2312-9247 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Peoples’ Friendship University of Russia (RUDN University) |
| record_format | Article |
| series | RUDN Journal of Studies in Literature and Journalism |
| spelling | doaj-art-9e2abe0769f94bfaa5fee3c83bbd39f82025-08-20T03:23:28ZengPeoples’ Friendship University of Russia (RUDN University)RUDN Journal of Studies in Literature and Journalism2312-92202312-92472025-07-0130239040310.22363/2312-9220-2025-30-2-390-40321138Promotion of Chinese TV Series in Russia: Key FactorsJiamei Song0https://orcid.org/0009-0005-4914-662XLin Xi1https://orcid.org/0009-0000-2093-8846Heilongjiang UniversityRUDN UniversityIn the context of increasing globalization, national audiovisual content is becoming an important tool for intercultural communication. The cultural exchange between China and Russia is marked by the growing interest in Chinese TV series in Russia, while the mechanisms of distribution of Chinese television series in the Russian market have not been reflected in the scientific field. The authors have identified specific strategies for promoting Chinese content and analyzed the perception of Chinese TV series by the Russian audience. The study was conducted in the context of China’s foreign cultural policy using Russian empirical data. The results demonstrate that the distribution of Chinese TV series in Russia largely depends on Chinese government support aimed at strategically promoting TV products abroad, as well as the use of a multi-channel content distribution model. This model includes the synergy of Chinese and Russian television channels, local streaming platforms, social networks, and international video services. This approach contributes to the progressive strengthening of the Chinese presence in the Russian media sphere and strengthening its influence on the Russian market. An analysis of data from the KinoPoisk portal shows a growing interest in Chinese TV series, which is reflected in an increase in the number of ratings and reviews, and high ratings. The key factors in genre and content policy are related to marketing aspects: responding to audience expectations, genre diversification, an emphasis on melodramas, fantasy and action films, and high-quality content. The authors offer counter recommendations for the promotion of television content in China, which can serve as a guideline for the effective distribution of Russian video products based on Chinese-Russian cultural cooperation.https://journals.rudn.ru/literary-criticism/article/viewFile/45346/25169sino-russian cooperationaudience requestsgenre diversificationkinopoiskmultichannel |
| spellingShingle | Jiamei Song Lin Xi Promotion of Chinese TV Series in Russia: Key Factors RUDN Journal of Studies in Literature and Journalism sino-russian cooperation audience requests genre diversification kinopoisk multichannel |
| title | Promotion of Chinese TV Series in Russia: Key Factors |
| title_full | Promotion of Chinese TV Series in Russia: Key Factors |
| title_fullStr | Promotion of Chinese TV Series in Russia: Key Factors |
| title_full_unstemmed | Promotion of Chinese TV Series in Russia: Key Factors |
| title_short | Promotion of Chinese TV Series in Russia: Key Factors |
| title_sort | promotion of chinese tv series in russia key factors |
| topic | sino-russian cooperation audience requests genre diversification kinopoisk multichannel |
| url | https://journals.rudn.ru/literary-criticism/article/viewFile/45346/25169 |
| work_keys_str_mv | AT jiameisong promotionofchinesetvseriesinrussiakeyfactors AT linxi promotionofchinesetvseriesinrussiakeyfactors |