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Media Research Asia | March 4, 2011
Tencent Oscars Webcast Attracts 3.2 Mil. Views
Los Angeles — Metan Development Group/Mei Tian Mei Yu (Metan) teamed up with Tencent, owner of China’s largest Internet service portal QQ.com, to create special entertainment news coverage direct from Hollywood surrounding The 83rd Annual Academy Awards, tailored specifically to Mandarin-speaking audiences, the announcement was made today by Larry Namer, President/CEO, Metan.
This first ever viewing event, watched by an impressive audience of 3.2 million Mandarin-speaking viewers in China, marks a collaboration between Metan and Tencent’s three services under the QQ.com and QQ (QQ IM) umbrellas, including QQ Video (http://bb.news.qq.com/), QQ Micro-blog (t.qq.com) and QQ Entertainment News Channel (ent.qq.com).
Metan’s Hello! Hollywood production team, led by award-winning Executive Producer/Director Rick Portin created event-related content for multiple platforms spanning Internet, TV and mobile. Breaking new ground in China, Metan’s production group reunited members of the original Oscar live red carpet team who first covered arrivals for Movietime (now E! Entertainment Television).
“The Academy Awards are without question the most watched global entertainment event each year,” said Namer. “We’re pleased to have partnered with Tencent this year to deliver to movie fans in China an enhanced experience that expanded beyond the traditional Oscar telecast. 2011 marks the first year that audiences in China were given a new look into the awards direct from Hollywood.”
“Tencent is delighted to have connected millions of viewers in China with events surrounding the world’s most prestigious and glamorous awards show for the first time ever,” said Lau Seng Yee, President, Online Media, Tencent. “Our delivery capability coupled with Metan’s unprecedented access to Hollywood provided our viewing audience a unique experience that not long ago would have been unimaginable.”
Seeking to build its presence in China, luxury brand Coach signed up as the official sponsor of Metan’s coverage and was featured in Tencent’s online streaming surrounding the awards.
Coverage commenced on February 27, 2011 at 4 PM PST and continued until 9 PM PST. Hosted by Hello! Hollywood anchors Sean Liao and Lingxiao Xiao, coverage featured footage from the press interview room by YangYang Cheng, who also blogged throughout the event. Several guest commentators were also on hand in studio offering their up-to-the-minute fashion critique as the stars make their way down the red carpet.
Additionally, Metan incorporated into its coverage specialized segments surrounding the annual celebration, including a Governor’s Ball preview featuring an interview with celebrity chef Wolfgang Puck, highlights from past Oscar events (awards acceptance speeches by A-listers Javier Bardem, Kathryn Bigelow, Sandra Bullock, Penelope Cruz, Sean Penn, Kate Winslet, the late Heath Ledger, plus others), Red Carpet Fashion Flops (Celine Dion, Cher, Bjork), Making of the Oscar Statuette, Oscar Fashion Preview and Memorable Oscar Moments (Katharine Hepburn and Barbra Streisand’s tie, Ben Affleck and Matt Damon’s speech, David Niven and the infamous streaker incident.)
Coverage was enhanced with celebrity “micro-blogging,” creating a parallel and in-depth viewing experience for audiences. Tencent made it possible for popular Western celebrities to share their blog comments with users in China for the first time ever.
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