August 14
Weibo, Douyin, Kuaishou and other platforms have issued announcements one after another
Deal with micro-short dramas
"Return to the Life of the Richest Man in 1990"
Weibo, Douyin, Kuaishou and other platforms
Shot en masse
Weibo administrator said that recently, the station found in the special governance work that the micro-short drama "Return to the Life of the Richest Man in 1990" ("Return to the Domineering Life of 1990") has the problem of vulgar content and value-oriented deviation. In this regard, in accordance with the "Weibo Community Convention" and other relevant regulations, the station cleaned up the illegal content such as the fragments of the play found in the investigation. Douyin Blackboard reported that the micro-short dramas "Return to the Life of the Richest Man in 1990" and "Return to the Domineering Life of 1990" (renamed "Return to ......" and "Rebirth ......", etc.) have problems such as vulgar content and value-oriented deviation. The platform has removed the show from the shelves and investigated and cleaned up the related videos. Kuaishou Blackboard reported that recently, the platform launched the 2024 "Qinglang Audiovisual" online micro-short drama special governance action, and found that the micro-short drama "Return to the Life of the Richest Man in 1990" and "Return to the Domineering Life of 1990" (renamed "Re-Return....", "Rebirth .....", etc.) have problems such as vulgar content and value-oriented deviation. The platform has completely removed the show and permanently banned the account "Watching **** Field". Previously, WeChat Coral Security also issued an announcement to deal with a number of illegal short dramas.
"Wild growth" is full of chaos
With the advent of the vertical screen era, micro-short dramas have developed rapidly, compared with traditional dramas, micro-short dramas seem to have a small number of single episodes, but once the audience is "addicted" to chasing dramas, the follow-up will often be hundreds of episodes of paid plots, and the overall consumption cannot be underestimated.
The process of "savage growth" of micro-short dramas has exposed problems such as mixed content, uneven quality, and frequent copyright disputes. On the creative side, many creative teams of micro-short dramas have been complained about as "grass stage teams" due to lack of professionalism. Actor Xiao Jiang said: "The shooting cycle of micro-short dramas is short, the cost is low, and the realization is fast, and it only takes a few weeks from project approval to launch. Some production teams "shoot whatever subject matter can 'explode'", which makes the short drama full of pornographic vulgarity, bloody violence, and incorrect content. Song Fangjin, a famous screenwriter, writer and vice president of the China Film Literature Society, said: "In order to win traffic, many micro-short dramas blindly create anxiety and incite confrontation. More and more people in the industry have disclosed that the benefits of the micro-short drama industry that seem to be "making money every day" are seriously uneven, and streaming has replaced creation as the core - relying on a large number of "advertisements" to obtain traffic, rather than relying on high-quality content to "break the circle", and fall into the mode of "exchanging silver for heat and earning silver with heat". Some short dramas are adapted and remade without the permission of the copyright owner, which is suspected of violating the law. Jiang Jun, a lawyer at Beijing Hechuan Law Firm, said that some people use self-media accounts or abuse AI face-swapping technology to re-edit or move unauthorized micro-short dramas to overseas platforms for profit, which also involves infringement. In terms of consumption recharge, short dramas also have chaos such as inducing payment and no way to complain. On some micro-short drama mini programs, online advertisements claim that "19.9 yuan is cool at one time", but after only seeing 32 episodes, they are asked to recharge. A search for "micro-short drama" on a complaint platform shows 83 complaints, of which 54 are still in the status of "pending assignment".
New regulations on the management of micro-short dramas
In fact, the governance of the chaos in the micro-short drama industry has been going on
In November 2022, the State Administration of Radio, Film and Television organized and carried out a special rectification work on online micro-short dramas such as mini-programs, and since then has proposed measures to improve the normalized management mechanism such as accelerating the formulation of the "Detailed Rules for the Creation, Production and Content Review of Online Micro-short Dramas"; In April this year, it was proposed to further establish and improve institutional norms and create an environment for the high-quality development of micro-short dramas; In May, the relevant departments of the State Administration of Radio, Film and Television carried out a special governance of the problems of high fees, opacity, inducement of payment, and difficulties in protecting rights of micro-short dramas. On June 1 this year, the new regulations on the management of online micro-short dramas were officially implemented, and the new regulations required the implementation of "classified and hierarchical review" of micro-short dramas
All incremental dramas must obtain a distribution license or record number, and all stock dramas must obtain a record number, and micro-short dramas that have not been reviewed and filed must not be disseminated online
In terms of platforms, platforms such as Douyin, Kuaishou, and WeChat have successively announced detailed rules for the filing of micro-short dramas this year to strengthen standardized management. Within the industry, the China Television Artists Association set up a professional committee for micro-short dramas in May, calling for self-discipline and development of the industry.
After the implementation of the new regulations, in many provinces and cities across the country, the "online audio-visual program filing system" for micro-short dramas has been put into use. The short drama industry, which was once considered a "myth of wealth creation", has passed the era of recklessness, and under more standardized supervision, the industry will usher in a period of consolidation.
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Xiaobu on duty: Ye Lujie
Source: People's Daily Guangzhou Daily
Compiled and distributed by Shaoxing News and Media Center