Original title: Detailed rules for the release of three major platforms, namely, Tiaoyin, Fasthand and WeChat (quotation)
Micro skits without records will be limited from June (theme)
Article/Yang Wenjie, reporter of Beijing Youth Daily
Recently, the three major platforms of Tiaoyin, Fasthand and WeChat announced the details of the filing of micro dramas. According to the relevant rules, from June 1, the micro short dramas that have not been recorded will not be broadcast and operated. The reporter of Beijing Youth Daily learned that before this, iQIYI, Youku, Tencent and other platforms have implemented the recording system of micro dramas. This means that since June, micro skits without records will not be able to meet the audience on the main video platforms.
The insiders pointed out that the comprehensive implementation of the filing system of micro dramas is related to the strengthening of the management of micro dramas in recent years.
Since 2023, micro skits have come into the public's view, gaining a large number of traffic with a fast pace and more pleasant points, and are also regarded as "golden weapons" - "I became a stepmother in the 1980s" was recharged 20 million yuan on the day of its launch, "Oh, the Empress of the Queen came to work" users recharged more than 12 million yuan in 24 hours, and "Mr. Fu's vest can't be hidden after flash marriage" The 24-hour recharge flow exceeded 20 million yuan
Behind the popularity, there are many problems such as homogeneity of content, vulgar orientation, and poor production - the micro skits pay too much attention to the president's pursuit of his wife, rebirth of revenge, the counterattack of a redundant husband, sweet love and sadism, and so on, which also cause concern from all walks of life about its orientation and value guidance.
In November 2022, the State Administration of Radio, Film and Television (SARFT) once organized and carried out the special rectification work of "small program" network mini dramas in three months. As of February 28, 2023, more than 25300 micro dramas with pornographic and vulgar content and low style were offline, totaling 1365004 episodes, and 2420 "small programs" with illegal content were offline. Since then, it has also proposed measures to improve the normalization management mechanism, including accelerating the formulation of the Detailed Rules for the Creation, Production and Content Review of Online Short Dramas. On April 23, 2024, the forum on micro drama creation was held. The meeting put forward the development proposition of breaking the duplication of themes, further establishing and improving the system and norms, and creating a high-quality development environment for micro dramas. On May 17, the China Network Audio visual Program Service Association issued a document to reveal that, in view of the high cost, opacity, induced payment, rights protection difficulties and other problems in charging for micro dramas, the relevant departments of the State Administration of Radio, Film and Television have recently launched a special governance to further strengthen standardized management to protect the legitimate rights and interests of consumers and promote the healthy and orderly development of the industry.
According to media reports, since April this year, the competent radio and television departments and short play production companies in many places have received relevant notices. The notice requires that from June 1 this year, micro skits that have not been reviewed and filed shall not be spread online.
The figures from the State Administration of Radio, Film and Television show that from January to March 2024, the national competent radio and television department issued 164 online mini dramas with 3701 episodes; In the same period last year, there were 83 books and 1848 episodes.
focusing
What are the regulations for WeChat dithering and fast hand?
The WeChat platform recently released a new regulation on the adjustment of the filing mechanism of micro skits. From May 27 this year, micro skits with production costs less than 300000 yuan need to submit a report on the cost allocation ratio, and obtain a filing number after review; If the drama that has passed the review needs to be changed, it must comply with the regulations or submit an application.
Ditto requires that all short plays that have been broadcast online before May 30 should be prepared according to the template, and the platform will open the upload entrance on May 17 and 23. For the short plays newly launched since June 1, the following materials should be filled in when uploading to the Ditto platform, including the cost allocation ratio report form and the film reward commitment letter. After uploading the materials to Ditto, the platform should submit them to the provincial radio and television for filing.
The quick release announcement said that from June 1, the micro short play works without filing number are prohibited from being operated and promoted on the platform. From June 1, the platform will review the operation of micro drama works on the platform. Developers shall not use technical means to evade/confront relevant requirements, otherwise, according to the seriousness of the problem, the best way to deal with it is to ban small programs. The developers of the existing mini short programs need to complete the access to the audit system before May 30. Delayed access will affect the normal operation of applets.
Overall planning/Liu Jianghua
