Foreign dramas will be reviewed before broadcasting, and "simultaneous updates" will no longer be possible

Starting today, the "Notice on Further Implementing the Relevant Regulations on the Management of Overseas Films and TV Series Online" issued by the State Administration of Press, Publication, Radio, Film and Television will be officially implemented. The "Notice" stipulates that imported dramas on video websites are subject to four main principles: "quantity restrictions, content requirements, review before broadcast, and unified registration".

As a result, it is no longer possible to "synchronize updates" of foreign dramas on video websites. Although netizens have expressed their unwillingness to accept it, the video websites affected by this have remained silent. Experts believe that the new regulations will not have a big impact on video websites. However, no matter whether the video website focuses on Korean dramas or American dramas, after all, the regulations are for movies and TV series, and the website also has other programs. Online video companies will find a balance point for their companies as soon as possible.

Video websites remain silent as foreign dramas are subject to "review before broadcast"

The "foreign restriction order" has set a limit on the number of foreign dramas: in 2015, the number of imported TV dramas is 30% of the number of domestic TV dramas launched in the previous year (2014). Secondly, the content is controlled: encouraging the introduction of foreign TV dramas with healthy content, excellent production, and promoting truth, goodness and beauty. The common murder, violence, eroticism, and psychological abnormality in American dramas must be deleted. In this regard, Wu Gang, deputy editor-in-chief of China National Radio, interpreted it to the IT channel of China News Service as an attempt to protect domestic drama production, which will play a certain role in promoting the development of the domestic cultural industry.

In addition to limiting the number and content, the "foreign restriction order" also requires a unified registration for overseas dramas: overseas film and television dramas broadcast online before September 2014 must complete registration before April 1, 2015. The online broadcast agreement cannot be renewed after expiration. If renewed, the new policy will apply.

The "time difference" of foreign dramas that have been introduced for several months has been complained by many netizens. Netizen "Zhu Lian Bi He" believes that "the best way to stop viewers from watching American dramas is to make domestic dramas well, rather than imposing a foreign ban." Unlike netizens who expressed their own opinions, when the IT channel of China News Service asked various video websites about their views on the new regulations, they all chose to remain silent.

Industry: "Foreign restriction order" has little impact on video websites

According to the Legal Evening News, although the official document issued by the State Administration of Radio, Film and Television stated that the new policy on overseas dramas will come into effect on April 1, many industry insiders said that most video websites have already updated American dramas in advance according to this requirement, and the new regulations on overseas dramas have actually taken root in China for three months.

According to statistics from Legal Evening News, the number of American TV series updated simultaneously by all video websites this year is 22 fewer than the same period last year, a drop of 43%. None of the popular spring TV series in the North American market were included in the new purchase plans of video websites and failed to be released online.

Previously, Youku President Wei Ming publicly responded to the impact of the new regulations on foreign dramas on video websites. He said that the overall traffic of foreign dramas is not the largest source of traffic, and domestic dramas are still the largest. "It may be too late to see the real-time synchronous update of the content. Wait until the General Administration has reviewed it and it will be released. Just broadcast it as it should be, and follow the rules," he added.

As Wei Ming said, the IT channel of Chinanews.com found through combing through the rankings of several mainstream video websites that the traffic of domestic TV series is indeed much higher than that of Japanese, American and Korean TV series. Taking Sohu Video, which focuses on American TV series, as an example, the number one mainland TV series "Gu Jian Qi Tan" has a broadcast volume of 1.58 billion times, while the number one American TV series "Bloodline Season 1" has a broadcast volume of 192 million, which is more than eight times that of "Gu Jian Qi Tan". In addition, on the Youku playback TOP list, the number one TV series "Splendid Adventure" has a broadcast volume of 43.816 million times, which is 25.6 times the number of 1.71 million broadcasts of "The Walking Dead Season 5", which ranks first in the US, and more than 18 times the number of 2.39 million broadcasts of "Pinocchio", which ranks first in the Japanese and Korean TV series.

It can be seen that the SARFT's restriction on foreign dramas will not have a big impact on the traffic of video websites. Wu Chunyong, an expert in the radio and television industry and executive editor of Fusion Network, also told China News Service IT Channel that "the reduction of foreign dramas in the short term will cause a small number of users to leave video websites, but no matter whether the video website focuses on Korean dramas or American dramas, after all, the regulations are for movies and TV series, and the website also has other programs. Online video companies will find a balance point for their companies as soon as possible."

Is the spring of self-produced dramas really coming?

Will the implementation of the "review before broadcast" system lead to the resurgence of online piracy? Wu Chunyong denied it, "In recent years, various departments have joined forces to crack down on the piracy industry. The legalization of copyright has been deeply rooted in the hearts of every user. It is unlikely that people will go back to the era of selling pirated discs in order to catch up with new dramas." Wu Gang also said, "The government's awareness of intellectual property protection is constantly increasing. Although it is impossible to completely eliminate online piracy, the days of condoning piracy are gone forever."

So where will the breakthrough point for video websites be after the implementation of the "purchase restriction order"? Wu Chunyong's answer is "self-produced dramas". He believes that video websites are an industry where content is king. Websites that originally relied on a single drama type must expand their content, and self-produced dramas are the only choice for video websites to take a differentiated route. In addition, a large number of domestic TV series and movies that have not been released in theaters may also become the next focus of competition for video websites.

Previously, Huang Xiake, the person in charge of self-produced dramas at Sohu Video, predicted that "2014 was the first year of self-produced dramas on the Internet, and this year is the year of fierce competition among major video websites." He believes that video websites strongly support self-produced dramas because the comparability of self-produced dramas is higher than that of purchased films. "If you buy films and copyrights, the only income channels are advertising and playing patches." Huang Xiake explained, "But if it is a self-produced drama, you can also carry out advertising placement, sponsorship broadcasts, and naming according to demand. This way, the income will be richer and easier to control. In recent years, the income of self-produced dramas of major video websites will develop rapidly, and the proportion will continue to increase."

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.