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News April 19, 2021

Ex Sony exec Gavin Parry to lead launch of streaming service iQiyi in Australia

Senior Journalist, B2B
Ex Sony exec Gavin Parry to lead launch of streaming service iQiyi in Australia

Chinese streaming platform iQiyi is gearing up to launch locally, with its local operator Sun Entertainment Production hiring ex Sony executive Gavin Parry to be its CEO across Australia and New Zealand.

Earlier this month, music tech start-up Fairphonic announced Parry – formerly the executive vice president of Sony Music Asia Pacific – as its chairman.

iQiyi launched in China in 2010 and is now listed on the US NASDAQ. It boasts a global video streaming audience of over 500 million monthly active users, who consume up to six billion hours of content per month.

Its aim locally will be to engage the local Chinese diaspora, as well as the broader Korean, Vietnamese, Thai, Indonesian, Malaysian and Filipino communities.

It will offer consumers both an ad-free VIP subscription option, as well as an advertising-funded model.

The company has also announced entertainment marketing specialist Greg Tremain will lead the business development team, via his business, Partnership Solutions.

Tremain was formerly the partnerships director of HT&E, the parent company of Australian Radio Network (ARN). He will now work with major brands and agency groups looking to engage with the Asian community. In addition, he’ll work with telcos, hardware partners and major brands to identify subscription bundling, content syndication and brand partnership opportunities.

Parry said iQiyi has a strong international plan.

“The video service is world class, and with its multi-billion dollar per annum investment in original content production, we look forward to iQiyi being very successful here in ANZ. It will deliver a deep, content rich catalogue for the local Asian community including world renowned drama series, movies, variety shows and documentaries, not just from China, but from across the broader APAC region,” he said.

Tremain spruiked the service’s multiple benefits for clients.

“iQiyi provides a unique opportunity for cultural marketing teams and forward-thinking brands to reach the Asian communities in Australian and New Zealand. The premium nature of the content and its ability to reach audiences across multiple platforms and devices is capturing the immediate attention of many of the country’s largest advertisers. Our experienced Chinese marketing team are working closely with iQiyi globally and can provide customised solutions to any communication,” he said.

There are already positive signs, Parry added, noting iQiyi is in discussions with a number of brands, media business and telcos.

“We expect to be making a number of major partnership announcements in the near future” he said.

iQiyi will be available to consumers across ANZ in the coming months.

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