From Thai and C-dramas to Japanese anime, iQIYI has every genre of Asian entertainment for your viewing pleasure. And now, the freemium over-the-top (OTT) platform is set to release 12 new Malay-language originals in 2024.
The lineup includes the second season of “Rampas Cintaku”, “Restu”, “Dosa Cinta”, “Gadis Lolipop”, “Queens Kuala Lumpur”, “Terjerat”, “Hatiku Encik Mafia”, “Laura Launa”, “Mihrab Cinta Zulaikha”, “Senyawa”, and two more titles that are yet to be unveiled.
These programmes are expected to attract high numbers as they feature award-winning performers such as Fasha Sandha, Erra Fazira, Remy Ishak, Elizabeth Tan, and Zamarul Hisham.
There is also much excitement over “Rampas Cintaku 2” following its highly successful first season that garnered over 100 million digital views globally.
These iQIYI originals were produced in collaboration with leading Malaysian creators including MIG Productions and Infinitus, who will continue their partnerships to deliver a broader range of Malaysian content to a worldwide audience.
Not your ordinary Malay content
At the Asia TV Forum & Market 2023 held last month, iQIYI Malaysia’s head of original content, Zebedee De Costa, explained that the platform is establishing a unique position by focusing on revitalising and exporting local Malay content.
He shared that iQIYI is taking a fresh, bold and progressive approach to learning and respecting the local industry by creating enjoyable content for both local and international audiences. The aim is to complement the current content landscape while introducing genre-bending narratives and daring storylines seldom found on traditional television.
De Costa revealed that iQIYI is determined to create a platform that supports and promotes local talent, elevating the growth of the Malaysian entertainment industry.
“We want to be the people that are not just part of the industry; we want to help grow it, and help Malaysia by giving it the global spotlight it deserves,” he said.
Representation on a global scale
Recognising Malaysia’s multilingual community and diversity, De Costa explained that iQIYI’s decision to tap into the Malay-content market reflects a desire to dive into its rich yet underrepresented cultural narrative.
“I anticipate that Malay content will do well regionally, if not globally; and I believe that iQIYI as a platform has the capability to build a global appetite,” De Costa added.
Reputed to have the largest market share of drama series in the Chinese market, iQIYI is ready to take the next step of providing great user and viewing experiences for a global audience through innovative technology.
“We have the technology and effective marketing capabilities to push these stories to a wider audience, and we will now be going in full force,” De Costa concluded.
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