China’s National Radio and Television Administration (NRTA) has launched a new two-month campaign to tackle issues plaguing the rapidly growing micro-drama industry. The initiative, running from November 1st to December 31st, aims to address concerns over content quality, the misuse of AI technology, and the spread of vulgar or repetitive material.
Addressing Content Creation Woes
The crackdown will focus on several key areas within content creation. The NRTA is intensifying efforts to curb content deemed vulgar, including material that is sexually suggestive, promotes extreme ideologies, glorifies materialism, or severely violates family ethics. Special attention will be given to special subject matter that hasn’t undergone proper registration and review.
A significant concern highlighted is the rise of AI-generated micro-dramas. The campaign will specifically target issues such as the unauthorized use of actors’ likenesses and voices (‘face-swapping’ and ‘voice-stealing’) within AI-assisted productions. This move signals a commitment to regulating the ethical boundaries of AI in creative content and ensuring original intellectual property rights are respected.
Tackling Dissemination and Promotion Issues
Beyond content creation, the NRTA is also scrutinizing how micro-dramas are promoted and disseminated. This includes cracking down on vulgarity found in titles, promotional materials, bullet comments, and even preview clips designed to lure viewers. The aim is to prevent sensationalism and misleading marketing tactics.
The campaign will also address the practice of re-releasing the same micro-drama multiple times under different titles or with minor character name changes. Furthermore, it seeks to combat the homogenization of content recommendations, particularly on homepage front pages and prominent charts, by promoting greater diversity in algorithmically suggested material.
Past Successes and Future Outlook
This latest initiative builds upon previous successful enforcement actions. Since the beginning of the year, the NRTA has removed approximately 75,000 non-compliant micro-dramas and sanctioned over 1,500 accounts involved in violations related to vulgar content and copyright infringement. The current campaign emphasizes platform accountability, urging platforms and account operators to uphold their responsibilities in managing operations and fostering a cleaner industry ecosystem.
Alongside the regulatory measures, the NRTA is also promoting the ‘Micro-drama Quality Creation and Dissemination Plan.’ This plan involves financial support, creative guidance, critical review, and organized dissemination strategies. The goal is to elevate the cultural depth, artistic quality, and social value of micro-dramas, encouraging the production of excellent works that will contribute to a continuously improving industry landscape.
The NRTA’s proactive stance underscores the growing influence of micro-dramas and the government’s commitment to ensuring the industry develops responsibly, balancing innovation with ethical content standards.
