Refined TV Drama Management & Micro-Drama Encouragement.

CNBC AI News, August 19th – China’s National Radio and Television Administration (NRTA) has unveiled new measures aimed at bolstering content on television screens, signaling a strategic shift in the nation’s media landscape.

The NRTA’s directive, officially titled “Several Measures to Further Enrich Television and Large-Screen Content and Promote the Supply of Radio and Television Content,” emphasizes a multi-pronged approach to enhancing content creation and increasing the availability of high-quality programming.

At the heart of the initiative is the “Content Revitalization Plan,” designed to stimulate innovation in content development. Key components include: refining management policies related to television series episode counts and the spacing between seasons; streamlining content review processes for television dramas to optimize efficiency; prioritizing the production, broadcasting, and promotion of Ultra-High Definition (UHD) programming; fostering the creation of high-quality documentaries and animated features; encouraging the integration of outstanding short-form video dramas (“micro-dramas”) into television broadcasts; and promoting the import and airing of exceptional international programs.

The regulatory body also intends to strengthen the legal and regulatory frameworks surrounding broadcasting, with a particular focus on program copyright protection – a critical move as China’s entertainment industry continues to mature.

The push for more diverse programming comes as micro-dramas have exploded in popularity within China. Official data indicates the scale of adaption authorization of online literature reached approximately 30,000 in 2024.

By December 2024, the user base for micro-dramas had swelled to 662 million, representing 59.7% of the country’s internet users. The market has already reached a valuation of RMB 50.4 billion, exceeding China’s total box office revenue for the same year.