[Preview of the Weekly] Catering to Fragmented Time, Micro-Short Dramas Emerge as Dark Horses in Film and Television: How Far Can the Web Literature Model Go? (AI Translation)
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- Micro-dramas, short video dramas ranging from a few seconds to 15 minutes per episode, are sweeping the globe with their fast-paced storytelling and compatibility with fragmented viewing habits. Originating from China's online literature themes like 'revenge and rebirth' or 'rich family sagas,' these micro-dramas are now being adapted for international audiences using AI technology to localize content.
- The industry has seen rapid growth, with the Chinese micro-drama market increasing by 267.65% in 2023 to reach 37.39 billion yuan, catching up to 70% of China's annual box office revenue in just three years. However, the end of the year brought increased regulation from China's National Radio and Television Administration, leading to a crackdown on content deemed vulgar or harmful.
- As domestic regulations tighten, Chinese companies are looking to expand overseas by building platforms and adapting content for foreign markets. AI technology is being used to quickly adapt Chinese micro-dramas for international audiences by changing Asian faces into Western ones and dubbing in foreign languages. Despite challenges in localization and content quality, there is potential for steady revenue in overseas markets where preferences align with popular web novel genres.
文｜财新周刊 关聪
By Caixin Weekly's Guan Cong
照搬中国网络文学套路的微短剧正在席卷全球。
Micro-dramas replicating the formula of Chinese online literature are sweeping across the globe.
所谓“微短剧”，按行业定义，单集时长从几十秒到15分钟左右，兼具短视频时间短、娱乐性强以及剧情节奏快等特点；而从场景角度看，微短剧的一大特征是“竖屏”——由于从短视频内容池中孵化而来，微短剧也立着手机屏幕就能看，迎合碎片化的需求。
The so-called "micro-short drama," as defined by the industry, has episodes ranging from a few seconds to about 15 minutes in length. It combines the brevity and strong entertainment value of short videos with a fast-paced narrative. From a scene perspective, one of the main characteristics of micro-short dramas is their "vertical screen" format—since they evolved from the pool of short video content, micro-short dramas can be watched on a vertical smartphone screen, catering to fragmented viewing needs.
目前的竖屏微短剧基本都基于微信小程序，一般在国内的抖音、快手、微信、微博等平台投放剧集片花，吸引用户跳转至小程序观看，少则数十集，多则上百集；先免费，后针对高潮部分付费。而TikTok、快手海外版Kwai、网文公司中文在线（300364.SZ）旗下App ReelShort，正是微短剧走红海外的主要推手。（参见本刊2023年第42期《互联网迈入订阅时代》）
Currently, vertical micro-short dramas are primarily based on WeChat mini-programs and are typically promoted on domestic platforms such as Douyin, Kuaishou, WeChat, and Weibo through the distribution of drama trailers to attract users to watch the full episodes within the mini-programs. The number of episodes can range from a few dozen to over a hundred; initially free to view, with charges applied for access to climactic segments later on. TikTok, Kuaishou's international version Kwai, and Chinese online literature company Zhongwen Online (300364.SZ) under its app ReelShort are major drivers in popularizing micro-short dramas overseas. (See Caixin Weekly 2023 Issue No. 42 "The Internet Enters the Subscription Era")
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