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since the beginning of this year, the cctv micro-short drama channel has been full of action!

following the launch of many original cctv micro-short dramas such as "chinese mythology", "ai reading classics", "mr. dongpo's exam notes" and many other original cctv mini-series that sparked heated discussions, cctv has recently introduced "dear passenger, hello" and "hello" from tencent video. 20 micro-short dramas including "flying for the rest of my life", "mystery search", "bayu fell in love with cats" and "spring wild journey", continue to develop high-quality content with platform characteristics.

improve quality and innovate, and accelerate towards “refinement”. cctv continues to work hard on the micro-short drama track, and is developing a "combination punch" of high-quality content, open ecology, and industrial clustering to comprehensively create a new highland of platform brand value.

anchoring high-quality products, “two-pronged approach” of developing originality and introducing high-quality products

the "2023-2024 china micro-short drama market research report" shows that china's online micro-short drama market size will be 37.39 billion yuan in 2023, a year-on-year increase of 267.65%. the market size is expected to exceed 50 billion yuan in 2024. since the beginning of this year, cctv has given full play to the leading role of national media, planned a micro-short drama track, and strived to promote high-quality development of the industry with high-quality micro-short drama content.

on the one hand, cctv takes a series of original high-quality content as the starting point to strengthen the "high-quality" gene of the main station and promote the quality upgrading of content with a high-quality orientation. the first is "micro-short drama + culture", which lights up the inheritance of china's excellent culture. "mr. dongpo's examination notes" is cctv's first original mini-short drama. it integrates elements such as time travel, inspiration, and humor, and deeply explores the multifaceted nature of historical figures, allowing the audience to see the grand occasion of the northern song dynasty's scientific examinations and feel the grace of historical writers; the micro-short drama "i was a knight in paris" was shot in paris and hangzhou, telling the story of grandpa sanxi's adventures in paris, who became popular on the internet for his martial arts cross-dressing. the plot of the micro-short drama "return to the yongle grand ceremony" revolves around an ancient book restorer. , retracing the creation process of ancient books and revealing the deep significance of the restoration work of ancient books. among them, "mr. dongpo rushing for the examination" has been loved by many netizens as soon as it was released online. many netizens urged the update online and left messages such as "we love to watch it" and "quickly post the next one, and we will make arrangements for others." as of 21:00 on september 24, the cumulative viewing volume of the "mr. dongpo rushing for examination" series and related videos has exceeded 50 million times, and the topic has been read more than 60 million times across the entire network.

the second is "micro-short drama + ai", which combines technology and art. "chinese mythology" uses ai technology to expand people's new imagination of mythology; the micro-short drama "ai reading classics" uses ai to empower traditional culture and make classics alive and popular; the ai ​​micro-short drama "the monkey king" focuses on "beautiful books" the creative adaptation of elements such as "the monkey king" and "mountain of flowers and fruits" to tell classic chinese stories and creatively present the spirit of the monkey king is not only another important attempt to present china's excellent traditional culture in a new way, but also allows the main station to explore ai a more solid step has been taken in the development of micro-short dramas.

on the other hand, cctv is also actively expanding high-quality copyright resources in the industry, screening high-quality content with strict introduction standards and review mechanisms, ensuring the safety and efficiency of the introduction of micro-short drama content on the cctv platform, and gradually improving and standardizing micro-short dramas on the cctv platform. the evaluation system promotes content quality upgrading with a high-quality orientation.

in july this year, cctv officially launched the "micro-short drama" channel. based on the principle of "quality first, diversified broadcasting", it selects high-quality short dramas that have gained both popularity and reputation, striving to bring an excellent audio-visual experience to the audience. at present, cctv has strictly selected from the market and launched dozens of micro-short dramas such as "sanxingdui: apocalypse of the future", "handan dream of ai in the warring states period", "camera" and "the curious case of the carpenter", and has cooperated with tencent video and many other leading copyright owners and production agencies have reached cooperation, involving more than a thousand micro-short plays. among them, some of the repertoires will be broadcast/premiered exclusively on cctv’s “micro-short dramas” tab, and will comprehensively enhance the look, feel, and aesthetics of micro-short dramas in terms of connotative value, traditional culture, ai technology empowerment, and market linkage.

anchoring on the road of high-quality development, from high-profile breakthroughs to multi-line implementation and deep cultivation, cctv adheres to the "two-pronged approach" of original development and the introduction of high-quality products, and continues to enrich the content library of micro-short dramas. while carrying forward the main melody and spreading positive energy, the play has both ideological connotation and artistic quality, fully releasing the value potential of high-quality micro-short plays, realizing a qualitative leap from "rough processing" to "finishing" of micro-short plays, and satisfying the audience’s demand for cultural consumption in multiple themes and categories.

win-win cooperation to comprehensively create a healthy ecology for the creation and development of micro-short dramas

as the development of the micro-short drama industry gradually becomes clearer and more standardized, cctv has also made clearer the direction of high-quality innovation. while continuously launching high-quality micro-short dramas, it also deeply and comprehensively lays out the content ecology of high-quality micro-short dramas and works with multiple parties. cooperate to create a path of mutual benefit and win-win results.

in terms of industrial cooperation exploration, the main station has joined forces with multiple partners and platforms to launch the "high-quality micro-short drama industry cooperation alliance", bringing together production companies, communication platforms, production institutions and other forces related to the micro-short drama industry to jointly assist promote the high-quality development of china's micro-short drama industry; on the other hand, give full play to the aggregation role of the platform itself and hold a large-scale integrated media program "china's premium micro-short drama venture capital integrated media action" to create matrixed and serialized content products. explore a new industrial venture capital cooperation model and build a content venture capital platform for practitioners.

in terms of building an industrial ecological model, the strategic cooperation launched by cctv and haifa group focuses on the integration of film and television with research, performance, cultural tourism and other aspects, achieving coverage of the entire process from talent training, content research and development to ip operation, creating an ecosystem integrating industry, academia and research. the first practice of this ecosystem is to create an original ip micro-short drama "wang bingbing trilogy". among them, the first work of "wang bingbing trilogy" "today's people can't see ancient yue" has started shooting in changsha on september 22 , expected to be launched by the end of the year. the drama mainly tells the fantasy adventure story of xiao yue, a museum exhibit manager played by wang bingbing, who is involved in an unexpected incident. this drama not only shows the daily life of ordinary archaeologists, but also presents a large number of worldly scenes in the western han dynasty. it will lead the audience into the glorious western han dynasty.

in terms of innovation in the cooperation model between central and local governments, cctv not only unites local governments to focus on urban development, cultural tourism, celebrity monuments, folklore, special food and other themes, but also reaches cooperation intentions with many cities in the "hundred cities and hundred dramas" plan, launching city a series of cultural and tourism micro-short plays; we are also planning to launch a series of legal-popularization micro-short plays that use cases to illustrate the law and dramas to explain the law; and based on the customized needs of brands and enterprises, we will unite various excellent short play production teams to jointly create special services for brand micro-short dramas.

from helping to create city business cards and improving the visibility and reputation of each city; to promoting the commercialization and quality of short plays, and turning the needs of brands and enterprises into short plays. cctv uses micro-short dramas to explore the integration practice of urban communication and cultural tourism development of "using culture to shape tourism and tourism to promote culture", and is also striving to achieve a win-win situation by deepening the co-creation of "short drama + brand". in addition, cctv is accelerating the launch of ai micro-short drama "the monkey king", city-specific micro-short drama "eight immortals crossing the sea", southern fujian style micro-short drama "the night before patrol", the first live-action micro-short drama "city wandering" and other projects. promote the in-depth integration of micro-short dramas with the cultural tourism and cultural museum industries, and realize the "two-way rush" between micro-short dramas and local cultural tourism.

in terms of theater cooperation, cctv micro-short play theater has also further explored various cooperation models to build a new ecosystem of micro-short plays and continue to promote the continuous "new release" of high-quality micro-short plays. ruyang video will try to lay out a type of themed theater for the first time to meet the needs of different users for watching dramas. among them, the suspense theater plan is based on real cases in the social and legal column of the main station, such as anti-fraud, legitimate defense and other materials. it adheres to realism, adapts and produces a series of high-quality suspense short series that take into account social value and economic benefits. in the future, cctv micro-short drama theater will actively cooperate with copyright agencies and micro-short drama-related enterprises in various forms of cooperation, such as exhibition cooperation, joint production, and licensing cooperation, to create immersive viewing scenes with high-quality content, and strive to create micro-short dramas. it has become another new growth point for the platform.

cctv has also launched major industry events such as "china's premium micro-short drama night" and "cmg's first china micro-short drama annual ceremony" to gather industry leading resources, conduct in-depth industrial cooperation, explore diversified cooperation models, and further consolidate the station's presence in the industry. industry leader in micro-short dramas.

continuous exploration and continuous promotion of the micro-short drama industry towards "refinement"

according to qian wei, director of the audiovisual new media center of the china central radio and television station, micro-short dramas have become a new communication format for mainstream innovative expression. as the film and television industry expands new productive forces, cctv has an unshirkable responsibility. qian wei expressed that he hopes to use the appeal of the new media of the main station to stimulate the creative enthusiasm of the majority of creators and empower the development of high-quality micro-short dramas. "small but not weak, short but not shallow, and the play has quality." the road to professionalization, quality, and innovation of micro-short plays is long and arduous.

since the beginning of this year, cctv has actively embraced new industries, entered new tracks, and continuously explored more new ecology and new opportunities. in february, the "cmg first china micro-short drama annual ceremony" was released at cctv's 2024 premium program release event, striving to establish an authoritative micro-short drama judging system and industry standards, and gather industry leading resources to jointly build premium micro-short dramas. new ecology; in april, the china central radio and television station micro-short drama ecological cooperation plan "looking at china in micro-shorts" was released, and further launched four projects: "industrial venture capital", "new quality communication", "traditional culture" and "hundred cities and hundreds of dramas" the theme of the new "micro-short drama +" model has laid a solid foundation for the construction of the mainstream style of micro-short dramas; in september, the cctv golden autumn innovation activity was held to further focus on the content of the cctv micro-short drama track and launch a number of high-quality micro-shorts. at the same time as the play, it is clear that the "cmg first china micro-short drama annual ceremony" will link up with various national ministries and commissions, bringing together the wisdom and strength of well-known directors, cultural celebrities, industry leading representatives and other parties to create a micro-short drama with industry influence and industry traction. annual drama event.

"if you stick to the right path, we will work together thousands of miles apart." while cctv continues to launch high-quality micro-short dramas, it also lays out the content ecology of high-quality micro-short dramas from multiple angles and all-round, and cooperates with many parties to create a new situation of mutual benefit and win-win. from cultivating high-quality vertical content to expanding the content circle of micro-short dramas; from actively revitalizing resources and showing off high-quality products, to striving to forge ahead and embracing innovation, cctv is "running" out of the country with determination and determination. the "acceleration" of high-quality development of micro-short dramas continues to lead and promote the micro-short drama industry to become "refined". in accordance with the overall idea of ​​"starting activities, deepening vertical cultivation, and landing platforms", cctv is gathering the strength of all parties in the industry to jointly build an ecosystem for the sustainable and healthy development of the micro-short drama industry, promote the iterative upgrading of the audio-visual industry, and create new quality productivity for radio and television. presenting a new atmosphere full of activities.