Recently, various online platforms have successively carried out the investigation and disposal of illegal micro-short dramas and related accounts. On December 22, the official account of "WeChat Coral Security" issued the "Announcement on the Disposal of Illegal Micro-short Drama Mini Programs (Issue 13)".
According to the announcement, recently, the WeChat platform has found through inspections and audits that some micro-short drama mini programs have not carried out repertoire compliance filings or have bad value-oriented content and other behaviors. In accordance with the requirements of relevant national laws and regulations, as well as the relevant provisions of the Tencent WeChat Software License Service Agreement and the WeChat Mini Program Operation Specifications, the WeChat platform removed some illegal micro-short dramas from the shelves and dealt with the relevant illegal mini programs.
In the future, WeChat will continue to guide the standardized development of micro-short drama mini programs, provide better services for operators' online audiovisual content creation, and create a clearer online audiovisual space.
On December 21, the official account of "Kuaishou Blackboard News" released the "Kuaishou Announcement on the Governance of Illegal Micro-short Drama Mini Programs (Issue 16)".
According to the announcement, the Kuaishou platform has recently removed more than 10 illegal micro-short dramas from the shelves in accordance with community rules, and reported to the "blacklist" of online micro-short dramas.
The heat continues to rise
Why are micro-short dramas so popular?
In the past two years, micro-short dramas have ushered in a golden period of rapid growth. Industry data predicts that the market size of mini program short dramas will be close to 25 billion yuan in 2023. Detaven's "Micro Short Drama Market Report for the First Half of 2023" shows that in the first half of 2023, 481 new micro short dramas will be launched in China, exceeding the 454 in the whole year of 2022. In addition, the statistics of Professor Zhao Hui's team at Communication University of China show that in 2022, the number of key micro-short dramas premiered on the five major video platforms of iQiyi, Youku, Tencent, Mango TV, and Station B will be 276 throughout the year, and in the first 7 months of 2023, the number of key micro-short dramas premiered on the above five major video platforms has reached 297, with a rapid development momentum.
It is understood that micro-short dramas mainly rely on cool points, reversals, and earthy content to attract people's attention. Usually, the duration of a single episode of a micro-short drama is generally less than 10 minutes, or even as short as tens of seconds, with clear themes, coherent plots, fast rhythm, concentrated conflicts, frequent reversals, strong emotional drive, etc., which can allow the audience to get the greatest emotional satisfaction in the shortest time, greatly saving the time cost of chasing dramas, and meeting the audience's fragmented entertainment needs.
In addition, producers and broadcast platforms are paying more and more attention to the needs of users in vertical segments, using algorithms to continuously produce and recommend similar micro-short dramas that cater to the specific needs of users, and enhancing user stickiness in the way of "precise feeding", which has also promoted the continued popularity of some types of micro-short dramas.
However, while the development of micro-short dramas is booming, there are also many problems. Zhang Yi, CEO and chief analyst of iiMedia Consulting, said: "At present, there are problems in micro-short dramas at three levels. From the perspective of identity positioning, it is different from TV dramas, movies or online dramas, and there are controversies about its positioning in the industry; from the perspective of content, as the latest popular mode of communication, some micro-short dramas, especially commercial micro-short dramas, are playing on the sidelines, and the grasp of ideology is worrying; from the perspective of capital, the trend of micro-short dramas in the secondary market has been very obvious, and if they are not regulated and restricted, they may cause adverse consequences in the primary market in the future. ”
More than 25,300 micro-short dramas have been offline
The State Administration of Radio, Film and Television will intensify management
Starting in late November 2022, the State Administration of Radio, Film and Television will focus on 3 months to organize and carry out special rectification work on online micro-short dramas such as "Mini Programs". As of February 28, 2023, a total of more than 25,300 micro-short dramas containing pornographic and vulgar, bloody violence, low style, aesthetic vulgarity and other content have been taken offline, with a total of 1365004 episodes, and 2,420 "Mini Programs" containing illegal content have been removed from the shelves.
On November 15, the State Administration of Radio, Film and Television announced that it would take multiple measures to continue to carry out the governance of micro-short dramas. The governance work involves seven aspects, including accelerating the formulation of the "Detailed Rules for the Creation and Production of Online Micro-short Dramas and Content Review", and researching and promoting the integration of online micro-short drama apps and "mini programs" into daily management and other key measures. It is reported that during the special rectification period, more than 1,000 illegal short dramas have been banned from streaming or taken off the shelves.
The Economic Daily previously commented that as a "rigid need" in the era of vertical screens, micro-short dramas should not limit themselves to "thunder dramas", "cool dramas" and "edge dramas", let alone indulge in capital games. The strengthening of governance by mainstream platforms and regulators is a signal that micro-short dramas need to quickly return to the right track of creating cultural masterpieces. (Details:)
Source: China Economic Net
Editor: Jinping County Rong Media Center
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