In an era where digital media consumption is at an all-time high, China has taken significant steps to regulate the burgeoning industry of online micro dramas. The China Netcasting Services Association (CNSA) recently highlighted efforts by China’s National Radio and Television Administration (NRTA) to rectify and standardize these popular digital formats since 2022.
The NRTA, in a concentrated three-month effort starting from November 2022, undertook a special rectification campaign targeting mini-program online micro dramas. This initiative led to the removal of over 25,300 micro dramas, comprising 1,365,004 episodes, which contained inappropriate content such as pornography, vulgarity, or violence. Additionally, 2,420 mini-programs violating content guidelines were also removed.
Zhang Peng, a film researcher at Nanjing University‘s National Research Center of Cultural Industries, noted that the market for online micro dramas has seen explosive growth recently. These productions are characterized by low production costs, quick capital turnover, large network traffic, and strong liquidity. However, their rapid growth has led to issues such as content homogenization and the proliferation of material deemed vulgar, violent, or inappropriate, which has negatively impacted the online content ecosystem.
Micro dramas, having evolved from the transformation of film and television in the internet age, have gained immense popularity. A new trend has emerged within this domain: mini-program micro dramas. These are typically released on short video platforms and later shifted to independent mini programs for viewer access. Besides relying on on-demand viewing payments, these dramas also generate revenue through advertising and promotional activities by agencies.
Given their rising popularity, the necessity for a stringent and comprehensive review system has become more pronounced. Zhang emphasizes the need for the country to increase governance in this area, calling for precise policies, in-depth platform supervision, and normal industry governance to foster healthy and orderly development in this emerging cultural industry.
Post-rectification, the NRTA has normalized its management approach to online micro dramas. This includes establishing biweekly reporting and regular announcement mechanisms and creating a “blacklist” system. Online audio-visual platforms are required to report rule-violating micro dramas in a timely manner and add them to the blacklist, which is shared across platforms to ensure the removal of inappropriate content.
The NRTA’s future plans involve intensifying management efforts and refining measures through various means. For instance, the creation, production, and content review of online micro dramas will be subject to detailed rules. The mini-program micro dramas will be incorporated into daily organizational management, and the CNSA will conduct regular monitoring of online micro dramas. There’s also a focus on strengthening creative planning and guidance to support content creators in producing high-quality works.
Several Chinese social media platforms, including WeChat, Douyin, and Kuaishou, have taken proactive steps in line with these regulations. Douyin recently removed 119 illegal micro-dramas from mini-programs and penalized 1,188 accounts for promoting them. Kuaishou, similarly, has removed over 10 micro-dramas containing content against regulations and penalized 13 accounts. WeChat, too, has conducted platform inspections and audits, removing non-compliant content and penalizing related accounts.
These collective efforts reflect China’s commitment to creating a healthier, more responsible digital entertainment landscape. By regulating online micro dramas, the country aims to ensure that digital content is not only entertaining but also aligns with cultural values and standards.
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