Core Insights - The recent policy by the National Radio and Television Administration encourages the broadcast of high-quality micro-short dramas on television, indicating a significant shift in the industry towards the integration of short dramas into mainstream media [1][2][4] Industry Impact - The policy is expected to alleviate the issue of personnel surplus in television stations by reallocating some staff to short drama production, creating a win-win situation for both production companies and TV stations [4][8] - The micro-short drama market in China has reached a scale of 50.5 billion yuan in 2024, surpassing the box office revenue of films for the first time, with projections indicating growth to 63.43 billion yuan in 2025 and 85.65 billion yuan by 2027, reflecting a compound annual growth rate of 19.2% [2][3] Content Quality and Innovation - The policy aims to enhance content quality and innovation, with a focus on diversifying the themes of short dramas beyond traditional genres, thus enriching the overall content landscape [3][6] - The introduction of a tiered management system for micro-short dramas is intended to promote a focus on quality and standardization within the industry [6] Challenges and Considerations - The adaptation of short dramas for television presents challenges, including the need for adjustments in narrative style and pacing to meet the expectations of traditional TV audiences [7][8] - Financial constraints remain a significant barrier for television stations, particularly for second and third-tier local stations, which may struggle to fund high-quality micro-short drama projects without external support [8]

Core Viewpoint - The traditional film and television market is facing significant challenges due to the rise of short dramas, which are gaining popularity and financial success, while the film industry struggles with declining box office revenues and increasing unemployment among actors [2][12][25]. Group 1: Short Drama Market Growth - The short drama market is thriving, with several productions achieving both critical acclaim and financial success, such as "Zhuque Hall," which had a production cost of 40 million and generated 20 million in revenue on iQIYI alone within 10 days [2][5]. - The short drama "Zhuque Hall" has maintained a leading position in the online short drama viewership rankings for 33 consecutive days, achieving a market share of 49% [5]. - The short drama market is projected to grow significantly, with estimates suggesting it will reach 634.3 billion by 2025 and exceed 1 trillion by 2027 [18]. Group 2: Traditional Film Industry Challenges - The film industry is experiencing a downturn, with the summer box office in 2023 only reaching 8.7 billion, significantly lower than previous years [2][12]. - The majority of box office revenue is concentrated in a few films, with "Nezha 2" contributing 15.4 billion, accounting for 52% of the total box office for the first half of 2025 [12][18]. - The number of unemployed actors is rising, with estimates suggesting that nearly 300,000 actors in Beijing are currently out of work due to a lack of productions [14]. Group 3: Industry Trends and Shifts - Major platforms are shifting focus to short dramas, with companies like Tencent and iQIYI launching initiatives to promote short content [24]. - The success of short drama platforms like Douyin's Hongguo Short Drama, which reached 210 million monthly active users in just over a year, indicates a significant shift in viewer preferences [20][21]. - The trend of established actors participating in short dramas is becoming more common, as seen with figures like Wan Qian and Liu Xiaoqing, reflecting a broader acceptance of the format within the industry [3][9][26].

Core Viewpoint - The article discusses the current state of the film and television industry in China, highlighting the shift towards short dramas and the sentiments of established actors like Ning Jing and Li Ruotong regarding their careers and the industry's direction [1][5][19]. Group 1: Ning Jing's Perspective - Ning Jing, a 53-year-old actress, expressed her discontent with the current film industry, stating that she has not been offered significant roles and feels that many behind-the-scenes creators do not meet her professional standards [1][5]. - She emphasized her unwillingness to act in roles that do not align with her talents, stating, "I love acting, so I don't want to harm this profession" [5][6]. - Ning Jing mentioned that she could direct but finds it too time-consuming, indicating a desire for more engaging projects [5][6]. Group 2: Rise of Short Dramas - The short drama market is rapidly expanding, with notable actors like Li Ruotong and Liu Xiaoqing entering this space, indicating a trend among established stars to explore shorter formats [7][11][19]. - Li Ruotong's short drama "Afternoon Rose" achieved significant success, with over 1.7 billion views and a total investment of 800 million yuan, showcasing the commercial viability of short dramas [7][19]. - The micro-short drama market in China reached a scale of 505 billion yuan in 2024, surpassing the previous year's film box office, indicating a shift in viewer preferences [19][20]. Group 3: Market Dynamics and International Expansion - The competition in the micro-short drama sector is intensifying, with over 30 micro-short dramas broadcasted on provincial satellite TV, contrasting with the 30,000 new short dramas released annually [19][20]. - The overseas market for short dramas is also growing, with downloads exceeding 10 million in 2024, particularly in Southeast Asia, suggesting a significant commercial potential [20].

Group 1 - The core issue revolves around a technical error with the NFC cards linked to Li Ronghao's new album, which incorrectly redirected to another artist's work, causing public outcry [1][3]. - Li Ronghao expressed frustration over the quality control of the NFC cards, questioning why a large company like NetEase Music would implement technology that is not adequately supervised [3][4]. - Li Ronghao's studio acknowledged the technical issue with the NFC cards and stated they are awaiting solutions from the relevant platforms and technical departments [5]. Group 2 - In 2024, NetEase Music experienced server issues, including a 502 Bad Gateway error, which rendered the web version unusable, indicating ongoing technical challenges [6]. - Reports suggest that the technical failures at NetEase Music may be linked to the Curve storage system, which has faced staffing cuts in its development team [6].

Core Viewpoint - The short drama "Afternoon Rose," starring 59-year-old Li Ruotong, has gained significant attention by outperforming many traditional TV dramas in viewership ratings, highlighting a growing trend in the short drama industry [1][2]. Group 1: Overview of "Afternoon Rose" - "Afternoon Rose" focuses on the theme of middle-aged women returning to the workplace, depicting the protagonist's journey of overcoming challenges to realize her self-worth [2]. - The drama consists of 16 episodes, each lasting less than 4 minutes, and airs two episodes daily [1]. - During its broadcast, "Afternoon Rose" surpassed the viewership ratings of several long-running dramas, including "Datang Rongyao" and "Jiuchongzi" [2]. Group 2: Industry Trends - The short drama sector is experiencing rapid growth, with notable stars like Liu Xiaoqing and Shu Chang also entering this space [12][15]. - The market size for micro-short dramas in China reached 50.5 billion yuan in 2024, surpassing the box office revenue of films for the first time [18]. - Major video platforms like Tencent Video and iQIYI are shifting their budgets to invest 10%-20% in short drama development, indicating a strategic pivot towards this format [16][17]. Group 3: Regulatory Environment - Recent regulatory measures have been implemented to address concerns over inappropriate content in micro-short dramas, with platforms like WeChat and Douyin taking action against non-compliant works [20]. - The National Radio and Television Administration has issued guidelines emphasizing that micro-short dramas should be relatable and grounded in reality, discouraging excessive sensationalism [21][22].