Group 1 - The short drama "Kirin Sends Son, Heaven Falls Happy Fortune" has faced significant controversy due to its absurd plot involving "one birth, ninety-nine children," leading to a rapid accumulation of over 40 million views within two days of its release [2][3] - The company behind the short drama, Jiaxing Jiuzhou Cultural Media Co., Ltd. (Jiuzhou Culture), has a history of content disputes, having been involved in ten intellectual property-related cases since 2023 [2][6] - Jiuzhou Culture was previously reprimanded by the National Radio and Television Administration (NRTA) for another short drama, "Big Shot, Your Daughter is Being Bullied by Her In-Laws," which was criticized for vulgar content and other violations [8][10] Group 2 - The NRTA has implemented a tiered review system for micro-dramas, categorizing them based on total investment and requiring different levels of approval for each category [3] - Jiuzhou Culture has taken immediate actions in response to the NRTA's guidance, including the complete removal of the problematic short drama "Big Shot" from all platforms and a temporary halt on new content releases for one week [9][10] - The company has also restructured its content review team and blacklisted the third-party producer involved in the controversial drama to prevent future issues [10]

Core Viewpoint - The absurd plot of the short drama "Kirin Sends Son, Heavenly Blessing," which features a character giving birth to 99 children, has sparked significant public criticism and led to its rapid removal from the platform, highlighting issues in content regulation and the industry's focus on sensationalism over quality [1][2][3]. Group 1: Industry Trends - The short drama industry is increasingly characterized by bizarre and extreme storylines, with a trend towards "audience capture" through sensational content, as evidenced by the rapid rise in viewership for "Kirin Sends Son" which garnered 45 million views in just two days [2][3][8]. - There is a growing phenomenon of "ugly competition" in the industry, where creators prioritize shocking content over quality storytelling, leading to a decline in the overall standard of productions [6][10]. Group 2: Content Regulation - The content review process for short dramas has come under scrutiny, particularly regarding the self-regulation practices of platforms that may lack adequate oversight, allowing controversial content to be aired without proper checks [3][10]. - Recent regulations from the National Radio and Television Administration indicate that platforms are responsible for content management, yet the loopholes in self-auditing have led to a proliferation of low-quality, sensationalist dramas [3][10]. Group 3: Audience Reaction - Audience sentiment is shifting from passive consumption to active criticism, with viewers expressing fatigue over repetitive and absurd storylines, indicating a potential market correction as they demand higher quality content [8][10]. - The backlash against "Kirin Sends Son" reflects a broader discontent with the industry's current trajectory, as viewers are increasingly seeking content that aligns with aesthetic values rather than mere shock value [7][8].

Core Viewpoint - The controversy surrounding the short drama "Kirin Sends Children" highlights significant issues within the short drama industry, including the prioritization of absurd content for attracting views over artistic value and the lack of effective regulatory oversight [1][2][3]. Industry Issues - The short drama industry is facing problems where creators focus on bizarre storylines to gain attention, neglecting the necessary value orientation in artistic creation [2]. - Production companies exhibit a "quick profit" mentality, emphasizing short-term gains without refining scripts or improving quality [2]. - There are regulatory and platform oversight gaps that fail to prevent the release of outrageous content, allowing negative creative trends to flourish [2]. Regulatory Environment - Following the tightening of regulatory policies, all platforms have removed "Kirin" from their offerings, indicating a shift towards stricter content control [2]. - The National Radio and Television Administration (NRTA) has categorized micro-short dramas based on investment amounts, leading to different levels of oversight [1]. - The NRTA's guidance aims to raise industry standards, with a focus on the diversification and quality of micro-short dramas [2]. Market Growth - The micro-short drama market in China is projected to reach a scale of 50.44 billion yuan in 2024, reflecting a year-on-year growth of 34.90% [3]. - By 2027, the market size is expected to exceed 100 billion yuan, necessitating collaborative efforts from producers, platforms, and regulatory bodies to ensure content quality [3].