The State Administration of Radio, Film and Television will release strong regulatory signals, and the chaotic and frenzied situation of micro short dramas will be curbed
2023-11-16
In the current era of being highly sought after by capital, micro dramas have received a signal of "regulatory escalation". On the morning of November 15th, the China Network Audiovisual Program Service Association published an article stating that the next step is for the State Administration of Radio and Television to continuously improve the normalized management mechanism, increase management efforts and refine management measures from seven aspects. Specifically, firstly, accelerate the formulation of the "Detailed Rules for the Production and Content Review of Online Micro Dramas"; Secondly, research and promote the inclusion of online mini drama apps and "mini programs" in daily institutional management; The third is to establish a "blacklist" mechanism for mini programs and a statistical mechanism for streaming online mini dramas; The fourth is to entrust the China Network Audiovisual Association to carry out daily monitoring of online mini dramas; The fifth is to promote industry self-discipline, mutual supervision, and the entire industry to jointly resist illegal online mini dramas; Sixth, we will once again carry out a 1-month special rectification work, focusing on the direction, title, content, aesthetics, personnel, publicity, broadcasting, and other aspects of online short dramas. We will increase the handling and exposure of illegal online short dramas, further optimize algorithm recommendations, improve the advertising flow review mechanism, and achieve immediate results; Seventh, strengthen the guidance of creative planning and continue to create high-quality works. Regarding the above arrangement, Zhang Yi, CEO and Chief Analyst of iMedia Consulting, stated that strengthening the regulation and supervision of micro dramas is an inevitable requirement for the orderly development of the industry. At present, there are problems with micro short dramas at three levels. From the perspective of identity positioning, it is different from TV dramas, movies, or online dramas, and there is controversy in the industry about its positioning. From the perspective of content, as the latest popular communication mode, some micro short dramas, especially commercial micro short dramas, have played a significant role in the sidelines, and their grasp of ideology is worrying. From the capital perspective, the trend of micro short dramas in the secondary market is already very obvious. If not added By regulating and limiting, it may lead to adverse consequences in the primary market in the future Recently, the concept stocks of micro short dramas have been highly sought after in the capital market. Data shows that as of November 15th, Tianwei Video has seen 8 limit up sessions in 10 trading days, with a cumulative increase of over 107% in 11 trading days; Zhangyue Technology also experienced a cumulative increase of over 34% for 7 consecutive trading days in November. The company stated on the investor interaction platform that it now shoots about 20 short dramas per month. At the same time, companies such as Simei Media and Ningmeng Film and Television are also increasing their investment in this business sector. From the perspective of industry development, micro short dramas have indeed ushered in a golden period of rapid growth. According to De Tawen's "2023 First Half Micro Drama Market Report", in the first half of 2023, there were 481 new micro short dramas in China, exceeding the 454 for the entire year of 2022. According to statistics from Professor Zhao Hui's team at Communication University of China, in 2022, the top five video platforms, iQiyi, Youku, Tencent, Mango TV, and Bilibili, premiered 276 key micro short dramas. In the first seven months of 2023, the number of key micro short dramas premiered on these five video platforms reached 297, showing a rapid development momentum. What is the impact of strengthening the regulation and supervision of micro dramas at this time? In this regard, Zhang Yi believes that the strong regulatory attitude of relevant departments refers to content management. In the short term, once the review rules and "blacklist" mechanism are implemented, some micro dramas may no longer be suitable for public dissemination; In the long run, further regulation
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：Securities Daily
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