Xinhua News Agency, Beijing, February 10th. Title: Implementing "classified and layered review" and standardizing communication order... What are the achievements of the development of the micro-short drama industry in the past year after the issuance of the relevant notice?

Xinhua News Agency reporter Wang Peng

The State Administration of Radio and Television recently publicly issued the "Notice on Further Coordinating Development and Security and Promoting the Healthy and Prospering the Healthy and Prospering the Online Micro-Seam Industry", which clearly implements the "classified and stratified review" system, the "whitelist" system, etc., standardizes the order of micro-Seam dissemination and ensures the safety of broadcasting.

It is reported that the notice was officially issued on February 5, 2024, and has been officially disclosed to the whole society at the request of the masses recently.

What is the background and main content of the issuance of the notice?

In this regard, the responsible person of the Internet Audio-Visual Department of the State Administration of Radio, Film and Television introduced that during the explosive growth of micro-short dramas, there were problems such as deviation in value orientation and serious homogeneity. The State Administration of Radio, Film and Television has begun to increase supervision and guidance of micro-short dramas since 2022, especially since 2024, it has introduced a series of measures including notifications.

On the one hand, the notice proposed a path to promote the scientific management of micro-short dramas, requiring that according to the actual situation of the micro-short drama industry, review and management will be carried out in three levels according to "key micro-short dramas", "ordinary micro-short dramas" and "other micro-short dramas", so as to optimize the review process and improve the review efficiency through differentiated and precise management; all micro-short dramas broadcast or divert or pushed by online audio-visual platforms, mini programs, investors, etc. must hold the "Internet Drama Distribution License" or complete the corresponding online registration procedures.

"The notice clarified the responsibilities of the State Administration of Radio, Film and Television, the provincial bureau, and the broadcasting platform to check and register content, and achieved the 'certification of the 'on-job' of all micro-short dramas." The responsible person of the Internet Audio-Visual Department of the State Administration of Radio, Film and Television said.

There are both supervision and support. The notice also puts forward requirements for improving the creation of micro-short dramas, including strengthening support for promotion and excellence, strengthening creative support, strengthening publicity and promotion, etc., to promote the high-quality and innovative development of micro-short dramas.

In the view of film critic Li Xingwen, in the long run, notifications are actually a protective supervision. "At least some of the works have been achieved in quality, so that the micro-short drama industry can maintain long-term stability. This dialectic must be discussed."

What are the achievements in the past year of issuance of the notice?

The reporter learned that in the past year since the notice was issued, the trend of fine-quality micro-short dramas is gradually emerging.

"Since the implementation of the classification and stratified review and management policy for micro-short dramas, micro-short drama practitioners have responded positively and created a number of works that are popular among the public. The "key micro-short dramas" with each episode of about 15 minutes and about 8 minutes have been constantly innovating and have frequently produced excellent works." said a responsible person of the Internet Audio-Visual Department of the State Administration of Radio, Film and Television.

There is data that confirms this trend. The responsible person introduced that the number of excellent micro-short dramas selected for the collection and exhibition activities of the original online audio-visual program of "Chinese Dream, New Journey" has increased from 7 in 2023 to 17 in 2024.

In the view of relevant platforms, the issuance of the notice plays a positive role in the creation and healthy development of micro-short dramas.

"After the implementation of the new filing regulations of 'review first and then broadcast', our new filing drama style has been greatly improved. The producers have a stronger sense of content compliance during the script and shooting stages. The content involving vulgarity, violence to counter violence, and wealth-giving has been significantly reduced, and the number of works on realistic themes has increased." said the relevant person in charge of Hongguo Short Drama.

A relevant person in charge of Douyin introduced that while implementing the new regulations, the Douyin platform has also vigorously promoted investment in the creation of high-quality micro-short dramas, released the "Chenxing Plan" to support the creation of high-quality micro-short dramas, and give full play to the value of micro-short dramas to drive cultural tourism and new technology test sites.

Industry experts believe that positive guidance will enable micro-short dramas to transform and upgrade from "faulty products" and "products" to "works" and "high-quality products", and the creation platform, creator and broadcast platform will achieve "two-way rushing", and many distinctive and fine works will continue to emerge.

In the new year, what are the key points of work around the support and supervision of the micro-short drama industry?

In this regard, the person in charge of the Internet Audio-Visual Department of the State Administration of Radio, Film and Television introduced that at present, the platform is responsible for self-reviewing "other micro-short dramas" for about 1 minute per episode. Although the content violations have been greatly reduced, there are still problems of the title of the film being sensational and vulgar. In addition, in order to pursue click-through rates and entertainment effects, some works ignore the depth and artistic value of the plot.

"How to ensure the quality of works while taking into account the audience's preferences and market needs has become an urgent problem that the industry needs to solve." The responsible person said.

It is understood that in the future, the State Administration of Radio, Film and Television will promote the platform to continue to increase support for high-quality content and creators, and encourage creators to launch more high-quality works by providing traffic support, financial rewards, professional training, etc. At the same time, we will continue to strengthen the management of micro-short dramas, and on the basis of implementing the "leveled and classified review" system, we will further conduct in-depth investigations and research, and issue micro-short drama management measures in the form of departmental regulations in a timely manner.