Micro dramas have surged in popularity across China, captivating audiences with their vertically shot, minute-long episodes that deliver frequent plot twists designed to enthrall viewers. Designed specifically for mobile consumption, these bite-sized narratives have become a significant entertainment trend, with audiences willingly paying to access more episodes. However, this burgeoning popularity has attracted scrutiny from the Communist Party, prompting regulatory action to manage the content and distribution of these short-format productions.
China's National Radio and Television Administration (NRTA) has announced a new regulation requiring all micro-short dramas to obtain an online drama film distribution permit before release. This move comes as the short format video market, valued at $5 billion annually, becomes an increasingly formidable competitor to China's film industry, which ranks second globally only to Hollywood. The Chinese film industry is predominantly controlled by the state-owned China Film Group.
Between late 2022 and early 2023, the NRTA spearheaded a "special rectification campaign" aimed at purging content deemed pornographic, bloody, violent, low-brow, or vulgar. This initiative sought to ensure the quality and appropriateness of content available to Chinese viewers. The newly issued regulation builds on these efforts by establishing tighter controls over what can be published online.
"Online audiovisual platforms must not go online to disseminate micro-short dramas that do not have a permit or filing number, nor must they attract or push traffic to them."
The regulation underscores an intent to better oversee the rapidly growing segment and align it with the state’s standards for media content. This development signifies a strategic alignment within China’s media landscape, emphasizing regulation while acknowledging the potential of micro dramas as a dominant entertainment form.
The mandate for distribution permits reflects broader efforts by Chinese authorities to regulate digital content and maintain oversight over emerging media formats. As micro dramas continue to rise in prominence, the regulatory framework surrounding their distribution will shape the future of this vibrant segment within China’s entertainment industry.
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