In China, the burgeoning field of web mini-dramas, popular among the youth and primarily consumed on platforms like Bilibili and Douyin, is facing a pivotal moment. Recent survey results, gathered from over 1,000 young participants, have highlighted a critical viewpoint: more than half believe that current online mini-dramas are subpar in quality, citing issues like poor production and lack of logical coherence.
Mini-dramas, a unique genre in China’s entertainment landscape, typically consist of over 100 episodes, each lasting from 10 seconds to a couple of minutes. This format has captivated young audiences, making them the genre’s largest fan base. However, the survey also revealed that 37% of these fans find the industry lacking in top-quality productions.
An industry insider, preferring anonymity, compared these productions to “tasty pre-made food” – not necessarily healthy but satisfying a craving for dramatic storytelling. Despite their brief format, the production of a 100-episode mini-drama can be astonishingly swift, sometimes completed in less than a month.
Zhang Yiwu, a professor of Chinese language and literature at Peking University, noted that mini-dramas tap into viewers’ desires for stories that mirror everyday life but with heightened drama. A common trope is the “Ba Zong” character – a bossy, successful entrepreneur offering a mix of career-related themes and fantasy.
The mini-drama industry’s rapid growth is evident. In 2023, it reached a staggering $37.00 billion market size. The third quarter of the year alone saw the debut of 150 mini-dramas, nearly double the total in 2022, as reported by iiMedia.
However, this expansion has not been without issues. The National Radio and Television Administration of China recently issued specific regulations addressing production standards and content in the mini-drama industry. This move aims to tackle emerging problems and promote healthy development.
The new regulation calls for industry “self-discipline” and initiates a “targeted rectification agenda” to eliminate harmful content, including pornography. It also suggests adjustments to recommendation algorithms on platforms and stricter supervision of apps and mini-programs that stream these dramas.
Major platforms like Bilibili, Douyin, and WeChat have responded by removing nearly 1,000 mini-dramas with themes considered misleading or potentially anti-social, such as extreme revenge narratives. Notably, the popular drama “Go Queen Go,” which had garnered significant revenue, was also taken down.
To date, 429 mini-programs and 2,988 accounts have been eliminated for harmful content. Wanghe Minjun, an entertainment industry expert, stressed that these measures are not punitive but rather aim to establish a better system for industry growth. He emphasized that addressing inappropriate content does not equate to punishing the industry, which holds significant potential as an emerging sub-field in China’s entertainment sector.
Looking ahead, the scale of China’s web mini-drama industry is expected to reach 100 billion yuan within the next five years, indicating its immense potential despite current challenges. This forecast underscores the need for a balanced approach that nurtures industry growth while ensuring content quality and adherence to regulatory standards.
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