WeTV in Thailand: (g)localised strategies of Chinese streaming media and Y-series.
WeTV, the overseas version of Tencent Video, has significantly transformed the conventional paradigm for international expansion adopted by China's media industry guided by the "going out" policy. The new path blends barriers between internet companies and the cultural sectors through the establishm...
| Publicado en: | Inter-Asia Cultural Studies Vol. 26; no. 3; pp. 456 - 482 |
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| Formato: | Artículo |
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Taylor & Francis Ltd
Jun2025
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=185527712&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 185527712 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 14649373 B8U jtl: Inter-Asia Cultural Studies issn: 14649373 maglogo: N pubinfo: dt: Jun2025 vid: 26 iid: 3 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 185527712 10.1080/14649373.2024.2426384 ppf: 456 ppct: 26 formats: fmt: – @attributes: type: T – @attributes: type: P size: 1.1MB tig: atl: WeTV in Thailand: (g)localised strategies of Chinese streaming media and Y-series. aug: au: TANG, Wenjia affil: Discipline of Media and Communications, The University of Sydney, Sydney, Australia su: Streaming media Intellectual property Mass media industry Digital media Digital technology sug: subj: Streaming media Intellectual property Mass media industry Digital media Digital technology keyword: glocal in-depth interviews IP ecosystem Tencent Thailand WeTV ab: WeTV, the overseas version of Tencent Video, has significantly transformed the conventional paradigm for international expansion adopted by China's media industry guided by the "going out" policy. The new path blends barriers between internet companies and the cultural sectors through the establishment of an all-in-one "pan-entertainment" ecosystem and highlights a new method for Chinese media going overseas. However, very little research investigated the fundamental rationale behind this innovative business model. This article seeks to address the gap by scrutinising the glocalised operations of WeTV with a particular emphasis on its implementation in Thailand. The study aims to elucidate the processes through which Chinese streaming media's internet business logic and intellectual property (IP) economy strategies are adopted and received in foreign markets. Through semi-structured interviews with industry stakeholders, coupled with qualitative content analysis, this article provides insights into the monetisation procedure of WeTV in Thai contexts, employing originally produced Y-series as the case in the centre of its strategic cultural exports. This exploration sheds light on WeTV's evolution from a domestic entity to an increasingly regionalised practice, aspiring to become an integral component of the global media landscape. The findings argue that WeTV's strategic positioning within Tencent's digital content ecosystem, demonstrates the viability of vertical integration in other industries and places. The article offers a comprehensive examination of the inter-Asia adaptation of Chinese internet strategies in the streaming industry, therefore, contributing to the de-Westernisation of global digital media industry research. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Inter-Asia Cultural Studies is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Inter-Asia Cultural Studies holder: Taylor & Francis Ltd dt: @attributes: year: 2025 holdings: @attributes: islocal: N |
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