Telling tales via word of mouth

The growth that pays

Like any sector starting off, there were hits and misses.

Originally, CVs dubbed and associations volunteered to make audio dramas out of pure interest for the medium, and audiences could listen to their work for free.

However, sometimes problems arise. For instance, some dramas may end up aborted without an ending, and the quality is not always consistent.

A turning point came in August 2017, when Chinese audio content platform MissEvan promoted the first season of a paid-for audio drama called Shapolang (Kill the Wolf) which went viral instantly. The second and third seasons followed. The three seasons combined were listened to more than 40 million times. The first season cost 19.9 yuan ($2.8) to listen to, the second 29.9 yuan and 39.9 yuan for the third.

According to Chen Huiyu, operations manager of Chinese audio content platform Dragonfly FM, they buy the copyright to make audio dramas from online literature platforms and other sources, or they just cooperate with online literature platforms and share the profits. Either way, once they get the copyright, they will ask production groups to get involved.

"We set the price of audio dramas according to the number of episodes they contain. Normally one episode costs less than 2 yuan," says Chen.

Listener Xu Jiajia, 22, thinks the price is a bit high for students, but she will spend the money if the dramas are "worthwhile".

As with all art forms, copyright is an issue. The emergence of paid-for audio dramas has affected the market and many nonprofit associations find that they struggle to get copyright to make free dramas.

Zhu, who dubs as a hobby, hopes paid-for and free audio dramas can coexist, though he understands the market will gradually edge out free audio dramas. "I'm afraid it will leave some passionate enthusiasts outside the circle," he says.

Voice actor Li Yang also hopes free audio dramas can still exist, but he admits "paid-for dramas won't be aborted halfway without finishing, and the quality tends to be better than free ones".