iQIYI renews vertical viewing vow with mobile channel launch | Mobile | News | Rapid TV News
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Chinese online entertainment company iQIYI has launched a new channel on its mobile app devoted to portrait mode video viewing, in line with growing emphasis on the format’s growing importance.

iQIYI Vertical Zone 3 Jan 19The iQIYI Vertical Zone is initially offering 25 sets of video, including Ugh! Life, iQIYI’s first professionally produced vertical video short-form comedy series. It will also host interviews and behind-the-scenes footage from iQIYI originals The Rap of China; I, Actor; U Can U Bibi; and The Chinese Youth.

The Baidu subsidiary said it remains committed to producing vertical video content, with 20 new portrait mode series planned for release in 2019. The new content will cover multiple genres such as dramas, variety shows and cartoons.

A recent survey by QuestMobile found that iQIYI’s core demographic of young urbanites and members of Generation Z now spend nearly 10% of their time on mobile devices watching short-form video.

“As technology changes the way people view content, entertainment platforms must respond to these changes by reassessing the way content is presented,” said Wang Xiaohui, chief content officer at iQIYI.

“The launch of iQIYI’s dedicated Vertical Video Zone is a breakthrough which underlines our commitment to vertical video, a format we believe is swiftly becoming one of the most important in online entertainment.”

The new channel is divided into four content categories, covering youth-focused content like “The Rap of China”; talk shows and variety show content; comedy content like “Ugh! Life”; and a music, food and lifestyle-focused category featuring shows like “Vegetarian”.

iQIYI’s Vertical Video Zone also represents a step forward for the company’s cutting edge self-developed technology. The company was able to accomplish the conversion of massive quantities of horizontal video into vertical format through the use of high-end AI processing technology. iQIYI ensured a smooth viewing experience for its mobile users through the use of industry-leading rendering and preloading technology and high-speed cloud storage, eliminating worries about lag or loss of video quality.