Politics
Cutting micro-dramas down to size
Micro-drama television series cut into short extracts of one to 15 minutes are becoming a huge business around the world. The global market for this new bite-sized format is they say it's worth it two billion dollars per year, with forecasts that this amount could double by the end of 2025. And that's without counting China, which has become a world leader in the production and consumption of Weiduanju ().
With the PRC's microfiction market growing at a staggering 250% annually, bringing in some RMB 37.4 billion ($5.2 billion) in 2023 according to state media, authorities are also moving quickly to determine how they can control this new entertainment. format and ensure it serves their interests. On January 4, the National Radio and Television Administration (NRTA), made his plan public to create hundreds of short videos on Xi Jinping's political thought, for example, promoting his vision of uniting classical Chinese culture with the latest technology and teaching netizens the benefits of Xi's version of the State of right.
The agency also announced that it would develop regulations for stricter governance of microfiction in the coming year. An anonymous television producer said the World Time that this is because the format currently only offers emotional value rather than promoting positive values – a euphemism for Party values. So far, Chinese microfiction has proven popular in the PRC and beyond its borders, and the format has found a natural home on Chinese platforms like Kuaishou and Douyin. The industry's new challenge will be how to preserve these early successes while satisfying censors and ensuring Xi plays a leading role.
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