iQIYI, the leading online entertainment service in China, unveiled an ambitious lineup of over 300 new titles across various genres during the iQIYI 2024 World Conference held on April 23-24. The event also marked the introduction of two new drama series brands and the forging of strategic partnerships aimed at propelling growth with premium content offerings and IP development.
The conference delved into iQIYI’s comprehensive content strategy, encompassing drama series, films, variety shows, documentaries, animations, and sports programming, tailored to meet the evolving needs of audiences. Yu GONG, Founder and CEO of iQIYI, underscored the company’s commitment to realism in content creation, emphasizing high-quality and diverse offerings. Gong also highlighted opportunities arising from generative AI advancements and demographic shifts in China, particularly in catering to the entertainment needs of children and the elderly population.
Expanding its Offerings with New Drama Brands
Building upon the success of ‘Light On Theater,’ ‘Sweet On Theater,’ and ‘Laugh On Theater,’ iQIYI introduced two new drama series brands. ‘Dajia Theater,’ translating to ‘master of literature,’ will bring to life literary masterpieces and real-life stories of ordinary people with productions like Chinese Peach and Plum, Fathers and Sons, One Day Three Autumns, and This Thriving Land. Meanwhile, the newly launched ‘Weichen Theater,’ meaning ‘tiny dust,’ will focus on premium mini-series reflecting new aesthetics and auditory experiences, featuring works like To the Wonder and What a Wonderful World.
Xiaohui WANG, Chief Content Officer at iQIYI, highlighted the company’s commitment to fostering creative diversity and innovation among its studios. By encouraging the development of distinctive styles, iQIYI aims to deliver a wide array of premium content that pushes artistic boundaries and storytelling. The company remains dedicated to producing high-quality content that explores profound themes and introduces fresh narratives, meeting users’ growing demand for elevated aesthetic and emotional experiences.
Multi-dimensional IP Development and New Partnerships
iQIYI showcased its strategic focus on cultivating IPs through partnerships, seasonal releases, and integrative experiences. The platform announced a partnership with Stephen CHOW’s Bingo Group to produce innovative content surrounding popular IPs. It also highlighted its dedication to developing IPs through seasonal releases in dramas and variety shows, announcing highly anticipated dramas like Ordinary Greatness 2 and The Fearless 2, and new seasons of popular variety IPs such as Hi! Young Farmers 2024 and The Detectives’ Adventures Season 4. Additionally, new original shows like Burning Moon and My Zone were introduced.
Apart from dramas and variety shows, iQIYI plans to release 29 thrilling films, accelerate the creation of Chinese animation, and enrich its library of children’s IPs. The platform also boasts an impressive lineup of sports content, featuring global events such as the 2024 UEFA European Championship, the Premier League, UEFA Champions League, and prestigious golf and tennis Grand Slam tournaments.
As part of its evolving IP development strategy, iQIYI aims to create interactive and immersive experiences that integrate various content formats into physical parks and VR immersive theaters. By enriching the value of its IPs, iQIYI seeks to foster deeper viewer engagement across diverse platforms and touchpoints.
Gang WU, Senior Vice President, stressed that premium IPs enhance brand recognition and foster growth across economic cycles. With premium content offerings and a valuable user base, iQIYI integrates marketing efforts across content, social, and consumption domains, enabling brands to capitalize on its platform’s strengths.
Unleashing Creativity with Generative AI
Wenfeng LIU, Chief Technology Officer, discussed how generative AI is revolutionizing content creation at iQIYI. Generative AI empowers creators by identifying compelling plot points within scripts and enhancing virtual production, sound design, and digital asset creation. iQIYI’s AI-powered IQ Stage virtual shooting system, for instance, has supported the filming of The Story of Mystics, showcasing extensive virtual shooting with a wide array of scenes.
Liu emphasized that AI-generated content complements professionally produced and user-generated content, enabling creators to produce higher-quality content and fostering industry iteration and innovation opportunities.
iQIYI aims to amplify creators’ value by leveraging generative AI, enabling them to unleash their creativity and produce captivating content.
