In recent days, the China Association for the Promotion of the Development of the Film and Film Arts has officially issued the Code of Technology for the Production and Content Review of Micro-Snipes. The introduction of the Micro-Synthetic Industry, which is a specialized standard for the technical regulation of the whole process of creative production and content verification, marks a departure from the brutal growth phase of the Micro-Synthetic Industry, which has entered a new phase of standardization and quality development, providing a clear reference for high-quality industrial development. As a member, the Bones media also participated in the advance discussion of the standard.
In recent years, the micro-fellows have emerged rapidly, based on their length, pace and spread, and have played an active role in enriching the spiritual and cultural life of the population, in stimulating the growth and employment of the film industry, and in opening new avenues for cultural outreach. At the same time, however, the industry is faced with such salient problems as the uneven quality of its content, the incoherence of parts of its work, inadequate copyright protection and irregular production processes, particularly the risk of content resulting from the excessive commercialization of micro-facility, which seriously affects its ecological and social perception. In this context, the development and promulgation of the Code is a painful step in the development of the sector, which aims to promote the health and prosperity of the micro-fatry industry by building integrated development and security through standardization.
According to the information received, the Code upholds the principle that “good energy is a general requirement, good governance is a hard-line, and good use is a real thing”, and defines the core requirements and technical standards for the production and content of micro-short plays, covering four key dimensions:
In the field of creative production, the Code specifies that the subjects must possess the appropriate qualifications, obtain a licence or file, and be provided with specialized technical staff and equipment. The scripts should be guided by the right direction, promote the core values of socialism, focus on the great practices of the new era and live in flames, so as to “slight, short and shallow, and have a quality”; and require that the story structure be well structured, that the roles be well-defined, that the language be simple and precise and that the expressions be avoided. High-resolution video equipment is required to regulate the setting, light and audio applications, and late clips should be compact, subtitles should be accurately synchronized to ensure the audio-visual quality of the work.
With regard to the criteria for the review of content, the Code strictly defines the “red line” of content, which expressly prohibits any violation of the law that endangers the unity, sovereignty and territorial integrity of the State, promotes terrorism, extremism, incites ethnic hatred, discrimination, disseminates pornography, violent gambling and contravenes public decency. The vetting process needs to cover all aspects of political orientation, value orientation, language, image quality, copyright compliance and, in particular, to strengthen the protection of original content, and to severely combat violations such as copying and piracy. At the same time, the Code is linked to the classification-level review system of the National General Directorate of Radio and Television, which defines the differentiated review requirements and filing process for the “focus micro-short” “general micro-shorts” “other mini-shorts”, requiring all online works to be marked with the appropriate licence or filing number, and that uncensored works not be disseminated.
With regard to technical safeguards requirements, the Code encourages the in-depth integration of micro-short plays with new technologies, such as artificial intelligence and big data, to improve production efficiency and artistic performance, while making it clear that broadcast platforms need to be equipped with appropriate technical conditions and security safeguards, as well as sound content management systems and auditing mechanisms. The Platform should put in place a “director-in-chief” content management system, with adequate clearance staff, and implement systems such as pre- and post-referral, review conferences and information verification to ensure proper orientation and air safety.
With regard to the implementation of industry responsibilities, the Code identifies the main actors, such as producers and broadcast platforms, and requires joint content audits and copyright protection. To encourage the establishment of a mechanism of tripartite customaryization of management, production and platform, to enhance the planning and promotion of choice issues, to open up a green channel for the dissemination of fine micro-short dramas and to create a virtuous environment for “a positive energy harvest of large flows”.
Wang Ai-hong, Secretary-General of the China Association for the Advancement of National Film and Television Art, stated that the publication of the Code was an important step in combining professional self-regulation and policy guidance. The next step would be to organize thematic training, communication and promotion activities to promote accurate understanding and strict compliance with the requirements of the Code at all levels of production and broadcasting. At the same time, a well-established monitoring and inspection mechanism will be established in conjunction with the relevant departments, so as to strengthen controls on violations of the norms and to ensure that they are guided and safeguarded.
In the view of industry experts, the implementation of the Code will be an effective deterrent to the widespread development of the industry, forcing creators to return to the essence of their content, enhancing the cultural content and aesthetic value of their work, and promoting the transformation of the micro-short play from “quantitative growth” to “quality improvement”. For the Platform, standardized auditing standards and processes will reduce compliance costs and create a level playing field; for the audience, high-quality, healthy and compliant micro-short play supplies will further meet the needs of a diverse, high-quality spiritual culture.
With the coming of the Code, the micro-blind industry will usher in a more structured development environment. In the future, with the combined effects of policy guidance, industry self-regulation and market-driven, the mini-decree is expected to become an important vehicle for the development of mainstream values, mainstream public opinion and mainstream culture, and to contribute more to the building of the modern civilization of the Chinese nation.
