Recently, the Network Audiovisual Program Management Department of the State Administration of Radio and Television released the "April National Key Online Micro-short Drama Planning Filing Announcement", in the record repertoire information announced this time, the drama camp reporter found several highlights:
Highlight 1: A year-on-year increase of 49% to welcome the first increase in the number of filings in 2024 The data shows that the number of online micro-short dramas filed in April was 242 and 8,707 episodes, which is the first increase in the number of filings this year. Compared with 162 in March, the number of key online short dramas recorded in April increased by 80, a year-on-year increase of 49%, but compared with the number of 256 records in April last year, a month-on-month decrease of 5%.
In the context of policies, platform supervision and self-correction of practitioners, enterprises that are truly rooted in content production have begun to accumulate and continue to export high-quality content to the market. From the perspective of subject matter, except for the number of youth themes and revolutionary themes, the number of filings decreased by 1 each, and the number of other theme types increased in different numbers, among which urban themes increased the most, with an increase of 35 records, and other themes increased by 20 to 57.
Highlight 2: PropNex and Great Aim have both been recorded
Traditional film and television looking for new increments In the repertoire information that has been recorded, the drama camp found that Bona Films, which mainly focuses on cinemas, has also begun to make micro-short dramas, and it has declared two sci-fi-themed micro-short dramas "Sanxingdui: Future Apocalypse Season 1 Zongmu Human Tomb" and "Sanxingdui: Future Apocalypse Season 2 Round Ruins". In fact, Bona released the script filing of the movie "Sanxingdui: Future Apocalypse" as early as August 2022 and is ready to start filming, but it has not been released so far.
Judging from the name, the two micro-short dramas launched by Bona are very similar to the movies that have been filed before, and if the movie content is really short, it is indeed worth looking forward to. After all, Bona, as a mature film and television production company, is professional in plot design, special effects production, and main creative interpretation. The Forbidden City Pictures, which has produced works such as "Party A and Party B" and "No Thieves in the World", has also filed two urban-themed micro-short dramas "Song of the Thousand Miles" and "Pray for Anlan" in the filing information. You must know that Beijing Bauhinia City Pictures was established in 1997, one of the oldest film and television companies in China, and now it has also begun to produce micro-short dramas, which shows that the film and television industry is looking for new business lines. In addition, Huace Film and Television, which already have experience in short drama production, and Perfect World Film and Television have also launched new works. Huace Film and Television announced two 12-episode urban-themed micro-short dramas "Dear Rival" and "21 and 31", after Huace Film and Television said that the short drama business has begun to enter the stage of normalized production and high-quality output. During the Spring Festival, "My Way Home" launched on Douyin not only had a total of more than 200 million views, but also ranked among the top three Douyin short dramas during the Spring Festival. Perfect World Film's new content is also the urban theme "Full-time Househusband Training Plan 2" and "25 Hours of Love", and its first attempt of the micro-short drama "Full-time Househusband Training Plan 1" exploded when it was launched, which sparked heated discussions on the whole network, with a total of 240 million views. Perfect Film and Television will set up a special micro-short drama team in 2022, which should be one of the first traditional film and television companies to enter the game, and also adhere to high standards, optimized processes and innovative technology empowerment in the production process of micro-short dramas, so as to provide the public with micro-short drama works with excellent audio-visual effects.
Highlight 3: Mango, Tencent, and Kuaishou are actively entering the game
Shandong Satellite TV and Zhejiang Radio and Television have found another way, and the long and short video platform has unabated competition in the content of short dramas, and Mango TV has Hunan Happy Sunshine Interactive recorded 16 episodes of urban theme "It's a Brilliant Life", 20 episodes of urban theme "My Ex and I Play Home" and 18 episodes of other themes "The Legend of Wood Flying Birds". There are also other themes "Sword Soul" launched by Shaanxi Mango Film and Television.
Mango TV has actually officially launched the "Damang Plan" since 2019 to explore the content path and broadcast path suitable for micro-short dramas, and recently Mango Supermedia also announced at the performance briefing that the "Damang Plan" will fully enter the field of small program dramas from this year. Concentrate the company's resources to create a micro-short drama APP, and it is expected to produce and launch 200 vertical screen mini-program dramas within the year, which shows Mango TV's ambition for short dramas. Repertoire information revealed that Shenzhen Tencent Computer System Co., Ltd. has recorded 30 episodes of the legendary theme "My Name is Yu Lanchuan", as a video platform of the Tencent system, Tencent Video began to lay out micro-short dramas in 2021, and the official revealed that the scale of micro-short drama users on the platform in 2023 will exceed 2.3, and the monthly active users will increase by 186% year-on-year. In 2023, the total amount of Tencent Video's short sentence account will exceed 400 million, doubling for three consecutive years. "Blind Heart's Daughter", which was launched last year, topped the annual list of microdramas with a box office of 21 million, and "Provoking" and "Accept When You See It" also had a box office of 20 million. In 2023, the average broadcast time of Shifen Theater will be 2.5 times that of the platform's micro-short drama users.
In April, Kuaishou's micro-short drama record was less than imagined, only two, an urban theme "Today's Lovely Bird", and a legendary theme "Mountains and Seas Strange Mirror: Splitting Waves", it is reported that "Today's Lovely Bird" will be starred by Dai Yanni and Lin Zehui, telling the romantic fantasy light comedy of the founder of the outdoor brand "Xuanniao". "Mountains and Seas Mirror: Splitting Waves" will be the first AIGC micro-short drama launched by Kuaishou, and Yu Ke, head of the plot business of Kuaishou Entertainment Business Department, revealed that this micro-short drama is a collaboration with director Chen Kun. In addition, there are 24 episodes of other themes "The Story Behind the Portrait of the Han Dynasty" recorded by Shandong Satellite TV, which is an innovative micro-short drama launched by Shangdong Radio and Television in response to the State Administration's "Follow the Micro Short Drama to Travel" creation plan. Through AI technology, the stone carving stories in the Wuliang Temple in Chengnan, Jiaxiang County, Shandong Province are restored one by one, and more novel and shocking content is presented to the audience through AI large model creation without the need for actors, shooting sites and project team construction.
Zhejiang Radio and Television has also launched 35 episodes of the public security theme "Unstoppable", which can be seen that local radio and television attach great importance to the content of micro-short dramas, and are also trying to get rid of the shackles of the homogenization of current micro-short dramas and the chaos of content, and pull the high-quality process of micro-short dramas from the perspective of theme and production. Highlight 4: The reporter also found that in addition to film and television culture companies, cultural tourism companies have also begun to "change" micro-short dramas. Gansu Jiantou Cultural Tourism Development Group Co., Ltd. also launched 30 episodes of the urban theme "I am crazy for the west wind". Some time ago, Gansu Tianshui tourism fire, not only made the local food out of the circle, but also attracted many tourists to travel to the local area to experience the culture of Gansu Tianshui city.
It is not difficult to see that the cultural tourism company produces short dramas this time, and it hopes to use the form of micro-short dramas to deeply explore and display the cultural connotation of tourist destinations, and present the history, culture, folk customs and other elements of the destination to the audience in a vivid and interesting way, so as to stimulate the audience's curiosity and stimulate tourism and consumption. Conclusion: The drama camp will continue to pay attention to the filing information of key online micro-short dramas of the State Administration of Radio and Television, and bring you the interpretation of public information every month, hoping to bring more inspiration and reference to industry practitioners.
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