Broadcast body to use new media formats to promote positive messages

The National Radio and Television Administration is seeking to latch on to the success of the rise of micro dramas — short, often vertically shot serials easily playable on mobile phones — to promote tourism, legal awareness, brands, literature classics, science and intangible cultural heritage.

After releasing the action plan in January, the administration said it aims to better meet the diverse spiritual and cultural needs of the people and contribute to socioeconomic development, encouraging the production of high-quality works in different fields.

The action plan urges local authorities to establish a special working mechanism for the creation of micro dramas, coordinate with relevant departments, and calls for participation from all corners of society.

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This year, a group of works on traditional Chinese legal culture and the laws and regulations closely related to people's daily lives are being produced, the administration said. Some 100 micro dramas designed in part to promote tourism will also be created.

In March, the administration released a list of supported micro dramas, including Young Tian Ye, a 30-episode suspense micro drama set to premiere online soon.

The series explores a number of injury cases occurring in a small city, with senior high school student Tian Ye claiming responsibility for all of them. After a prosecutor delves into the cases, he discovers that the young student was seeking to take the blame for his father.

The micro drama aims to draw public attention to the healthy growth of young people and calls on people to create a more harmonious and law-based society.

It was coproduced by the Center for Film and Television of the Supreme People's Procuratorate, which ensured the drama's legal accuracy with the procuratorate's guidance.

While filming in Wuhan, Hubei province, the shooting crew worked with local procuratorial organs, who offered to help review legal provisions. "For our part, we're in charge of the story's pacing and the content's dramatic tension, letting viewers empathize with the protagonist Tian Ye's struggles and growth," producer Luo Pan said.

"In an attempt to save his father, the young student takes a misguided path, and the prosecutor reaches out to help. Laws and regulations are indeed ironclad rules, but beyond that, there lies the warmth of human care," he said.

He added that the micro drama aims to tell parents not to treat children like they're just kids. For senior high school students aged from 16 to 18, what they want most is equal communication, Luo said.

"The drama also tells us that when parents have worries, they shouldn't hide them from their children. Instead, they can chat with each other with mutual respect, and work together to solve the problem," said Luo.

This year, Rao Xueman has served as the chief screenwriter for two micro dramas. The first part of the trilogy A Different Her, was filmed in Yixian county, Anhui province, and the second part in Rizhao, Shandong province.

Focusing on the growth of young women, the dramas employ landscape cinematography to showcase the beautiful scenery of the filming locations in 15-minute episodes.

Rao recalled that after visiting Rizhao, she found the picturesque sea perfect for what she wanted for the romantic micro drama.

"Many cultural tourism bureaus have approached my team (for cooperation). Based on each region's unique features, we create tailor-made content that resonates with it," said Rao, who is also a best-selling author of love stories.

She said while making micro dramas that promote tourism, it's important to do thorough preparations in advance.

"I first visit the filming location to see its scenery, learn about the local customs and talk with the locals to gather information. I then incorporate all these elements into the script," she said.

"Micro dramas are ideal for tourism promotion — we should seize this trend. For short-cycle events like flower seasons or tourism festivals, such dramas can be filmed and released quickly, with fast production cycles and wide reach."

She added that micro dramas have attracted young talents and experienced professional teams. "As industry insiders, we have a mission: to make people understand that short, fast content can also be high quality," Rao said.

Wu Liyun, a professor at Beijing International Studies University's China Academy of Culture and Tourism, said: "The national initiative has naturally stimulated the tourism industry. Some well-produced micro dramas generate lasting promotional impact."

"Tourists visit these filming locations to discover the stories' roots and immerse themselves in the experiences the dramas depict — whether exploring scenic landscapes or practicing intangible cultural heritage," Wu said.

She added that as micro dramas are a major form of daily entertainment for many people, their integration with tourism and intangible cultural heritage showcases the unique charm of the filming locations with diverse perspectives.

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Elements must be woven organically into narratives, and creators must masterfully orchestrate all dimensions, she said.

"Upon arrival, tourists generate interconnected spending across dining, accommodation, transportation, sightseeing, shopping and entertainment," said Wu.

She suggested that local authorities and travel enterprises offer tourism products that allow visitors to reexperience the scenes in the micro dramas, so that they can have an emotional connection and a sense of belonging. For example, a site for tourists to do their photo-op rituals and share on social media.

She added that cities receiving large tourist inflows must enhance their infrastructure and public services and monitor tourism prices, ensuring a positive travel experience.

Contact the writer at xulin@chinadaily.com.cn=