新华视点｜“1胎99子”？微短剧何时告别野蛮生长？

Core Viewpoint - The short drama industry is experiencing a surge in bizarre and sensational content, exemplified by the recent "1胎99子" (One Birth, Ninety-Nine Children) drama, which has sparked significant controversy and garnered over 100 million views on Weibo, despite being criticized for its absurdity and violation of common sense [1][2]. Group 1: Industry Trends - The micro short drama sector has repeatedly gained attention through sensational content, with previous trends including "霸总" (domineering CEO) themes that promote extravagant lifestyles, leading to regulatory interventions from the National Radio and Television Administration due to their deviation from social norms [2]. - The emergence of "1胎99子" reflects a broader trend of the industry seeking new ways to attract viewers in a competitive and fast-paced environment [2]. Group 2: Market Opportunities and Challenges - The user base for micro short dramas is projected to reach 662 million by the end of 2024, indicating a significant growth opportunity for the industry [3]. - Cities like Xi'an are becoming hubs for micro short drama production, with over 200 production companies and a substantial portion of the country's micro short dramas being produced there, supported by dedicated filming facilities [3]. - The production model often prioritizes low costs and rapid output, resulting in a saturation of content characterized by unrealistic plots and exaggerated performances, leading to viewer fatigue [3]. Group 3: Governance and Quality Improvement - The industry faces challenges related to script quality and a lack of specialized training for writers, which contributes to the prevalence of shallow narratives [4]. - Recommendations for improvement include establishing training mechanisms for micro short drama writers, fostering collaboration between educational institutions and production companies, and implementing script incubation programs to enhance originality [4]. - Regulatory bodies have begun to enforce standards for micro short drama content, with over 1,200 non-compliant dramas being removed from platforms between March and April of this year [4].