Douyin takes action! Many illegal micro-short dramas were collectively removed from the shelves. At noon on November 12, the Douyin Security Center issued an announcement on cracking down on illegal micro-short dramas. In October, the platform removed a total of 240 micro-short

Category：entertainment

2024-11-12

Douyin takes action! Many illegal micro-short dramas were collectively removed from the shelves.

At noon on November 12, the Douyin Security Center issued an announcement on cracking down on illegal micro-short dramas. In October, the platform removed a total of 240 micro-short dramas that violated regulations.

Netizens commented that it was "awesome" and "very satisfying"!

Douyin and WeChat have removed many online dramas

According to the Douyin Security Center, some of the illegal micro-short dramas in October are announced as follows:

Drama title: "The Order of the Emperor"

Reasons for violation: There is promotion of violence, display Violations such as bloody scenes.

Violation screenshots:

Drama title: "Happy Family"

Reason for violation: There are violations such as exaggerating the conflict between mother-in-law and daughter-in-law and promoting the concept of favoring boys over girls.

Screenshots of violations:

In addition, there are also "The Empress", which has violations such as promoting school bullying, abuse of minors, and poor value orientation, and "Into the Wild", which has vulgar content, poor value orientation, and other violations. .

Some of the illegal micro-short drama accounts are announced as follows:

Sweet *** day, drama ***** drama, red** scene, every** scene, apricot** drama, super**** talk, neighbor **** things, gambling *** dramas, encounter ** dramas, light** scenes

On November 7, the WeChat Coral Security account also issued an announcement. The platform removed many illegal micro-short dramas such as Rebirth and Awakening. And deal with relevant illegal mini-programs.

The short drama "Hunting" caused worries among middle-aged and elderly people

An aunt spent thousands of dollars to follow the drama

In the second half of this year, themes such as "elderly bosses" and "silver-haired love" set off a wave of craze, starting from "Cleaning and Cleaning" "Mom Wuji Returns", "Starting from a Flash Marriage at the Age of Fifty" to "I'm Fifty and Pregnant with the Child of a Twenty-Year-Old Boss", which triggered public opinion about "middle-aged and elderly people addicted to short dramas" and "the harvest of micro-short dramas" "elderly" concerns.

short play stills. Picture source network

According to Chao News, Xiao Zhang, who lives in Hangzhou, Zhejiang, said that his mother has gone "crazy" recently. One of the shortest dramas, a love story about a 27-year-old boss falling in love with a 45-year-old cleaning lady, attracted Xiao Zhang’s fifty-year-old mother to spend thousands of dollars to watch the drama.

It is reported that the short drama "The Return of the Cleaning Mom", which tells the story of a 27-year-old male boss with a net worth of tens of billions, who falls in love with a 45-year-old cleaning aunt, is suspected to have been removed from the shelves and is currently no longer searchable on multiple platforms. Many plots in this short drama, such as "The boss was drugged and the cleaning aunt sacrificed her life to help" and "The cleaning aunt is the richest man in the world" have aroused doubts among netizens.

These elderly people who are stuck in short dramas make their children at home worried, because being addicted to short dramas is both "tiring" and "hurting money". According to the Economic Information Daily, netizen Wang Lu told reporters, "I originally thought that the elderly would be quite bored at home, so I could just watch whatever they wanted. But I didn't expect that I'd become obsessed with short dramas, , and my mother would stay up all night checking her phone, sometimes in the early hours of the morning. is still online at one or two o'clock. is not good for eyesight, but now the whole person's mental state is getting worse

iResearch's "2024 China Micro-Short Drama Industry Research Report" shows that people aged 40 to 59. People aged 60 and above accounted for 37.3% of micro-short drama users, and users aged 60 and above accounted for 12.1%. The consumption power of this group is also very impressive. Questmobile data shows that in March this year, nearly 40% of the users of the short drama app were 46 years old and above, and nearly half of the users spent 1,000 to 1,999 yuan online every month. .

Hanamaki, the script producer of "Flash Marriage My Wife Is a Rich Family", also mentioned that after the Spring Festival, the main paying group of short dramas has changed, and middle-aged and elderly men aged 40-60 have become the main paying user group.Therefore, middle-aged and elderly people aged 41-50 and over 50 account for 70% to 80% of the paying users of the mini program "Flash Marriage My Wife Is a Rich Family".

Red Star Capital Bureau learned from Tinghua Island that the recharge amount of drama reached about 30 million yuan within a week. After excluding 80% of the streaming cost and channel fee , the final end-to-end native income was more than 6 million yuan., It is considered the company's most profitable short drama after the Spring Festival.

Many parties have taken action, and micro-short dramas have ushered in strong supervision

However, behind the popularity of the industry, there are prominent problems such as homogenous content, vulgar guidance, and rough production. How the industry has grown from barbaric growth to compliance development has been It has become a must-answer question that cannot be ignored by all parties. Tighter supervision of micro-short dramas is also becoming an industry consensus.

html Starting from April 4, radio and television authorities and short drama production companies in many places have received notices related to the "Latest Work Tips for the Registration of Micro-Short Dramas". According to this tip, starting from June 1 this year, micro-short dramas that have not been reviewed and registered will not be allowed to be released. Spread online.

From a classification point of view, different micro-short dramas are divided into three categories according to the total investment amount, and a classified and hierarchical review is adopted: "Key micro-short dramas" with an investment amount of more than 1 million yuan are managed by the State Administration of Radio, Film and Television, and those with an investment amount of 300,000 yuan to 1 million yuan "Ordinary micro-short dramas" with a value of less than 10,000 yuan are managed by provincial radio and television departments, and "other micro-short dramas" with a value of less than 300,000 yuan are managed by the platform.

In May of this year, the three major platforms Douyin, Kuaishou, and WeChat announced the registration details for micro-short dramas.

WeChat requires that starting from May 27, micro-short plays with a production cost of less than 300,000 yuan must submit a cost allocation ratio report and obtain a registration number after review.

Douyin and Kuaishou require that micro-short dramas put on the shelves starting from June 1 must be reviewed and filed. Kuaishou announced that starting from June 1, micro-short dramas without registration numbers will not be promoted on the platform.

In addition, recently, a management tip for micro-short dramas with middle-aged and elderly themes has been circulated within the short drama industry. The issuing unit reads "Network Audiovisual Department of the State Administration of Radio, Film and Television". This prompt triggered a discussion in the industry about the red lines for middle-aged and elderly-themed creations. Some people believe that this may be a tightening of supervision on topics such as elderly bosses and silver-haired people dating.

This "Management Tips (Micro-Short Dramas on Middle-aged and Elderly Themes)" first affirms the positive role of micro-short dramas on middle-aged and elderly people in meeting the emotional needs of this group. However, it was also pointed out that some micro-short dramas in deliberately create conflicts and design bloody plots, which go against the trend of the times .

then put forward three management requirements, such as: reverses the stereotyped creative tendency that highlights the "evil mother-in-law" and "evil grandma" that favors boys over girls, is greedy for money, and is vicious and arrogant; reverses the creative tendency of deliberately creating conflicts and tearing apart values. ; Reversing the creative tendency of excessive marginalization and stereotypes of middle-aged and elderly people .

According to Red Star News, reporters verified through multiple channels that the above management tips are true.

Chen Zhong, the person in charge of "New Wanderer" on the popular list of short plays, said that the management department promptly reminded the industry to pay attention to the subject matter, which is a reflection of supervision and management. Recently, some topics have indeed been poorly directed, and this reminder can correct them in time. He also mentioned that with the above-mentioned management requirements, platforms and producers will be careful not to touch this type of content, which is a good thing (for the industry).