Recent.
The consumption of micro-short dramas is very popular.
It has also caused a lot of controversy.
Especially the elderly consumers who are addicted to it.
Hundreds or thousands of consumption bills are also surprising.
on this. Jiangsu Provincial Consumer Rights Protection Commission.
Call for respect for consumers' right to choose.
Watch a 2-hour short drama.
It costs hundreds of dollars.
Micro-short dramas are generally released and promoted on multiple platforms, ** drainage, and bloggers and up masters on some platforms will promote several episodes of micro-short dramas on their own accounts. Attract ** in the form of free episodes in the first few episodes, get clicks, find target users, and then either use the platform to directly launch episodes, or jump to WeChat mini programs for **, and charge fees.
A variety of skits. Information**.
The staff of the Jiangsu Provincial Consumer Protection Committee clicked on the four micro-short dramas and opened four different WeChat mini-programs:
Paid model. Generally, it is paid for a single drama, that is, recharge the corresponding virtual currencies such as "K coins" and "highlights", and then unlock them episode by episode.
There are also options to top up monthly and annual memberships. It costs about 100 yuan to watch a drama, and the total duration of a drama is about 2-3 hours.
Overall, compared with the low production cost of merchants, the cost of consumers' ** micro-short dramas can be described as "expensive".
Low-price gimmick. Suspected of false advertising.
In April 2022, the State Administration of Radio, Film and Television deployed how to strengthen the management of online micro-short dramas, and since November this year, it has taken multiple measures to continue to carry out the governance of micro-short dramas, and rectify the unhealthy trends in the industry such as pornography and vulgarity, bloody violence, low style, and aesthetic vulgarity.
Jiangsu Provincial Consumer Protection Commission believes that micro-short dramas are the innovative embodiment of the industry, due to its low-cost production, rapid return of funds, fast-paced plots and other characteristics, quickly opened up a new market, attracting a group of consumer users. But where the tuyere is, there is also mud and sand:
On the one hand, most of the micro-short dramas are homogeneous in content, the plot is de-logical, and the propaganda is vulgarized, and only relying on some plot conflicts to attract people to recharge is actually unqualified as a "consumer product".
On the other hand, micro-short dramas in terms of payment, in terms of payment, to 09 yuan to unlock an episode, 9Low-cost gimmicks such as unlocking the complete episodes of the show for 9 yuan attract target users, while the actual cost of consumers may reach hundreds of yuan, which is suspected of false publicity.
In addition, the payment page of the Mini Program will be interspersed with welfare recharge advertisements, without clear and detailed usage rules, user notices, or similar to membership agreements, and the payment page cannot be screenshotted. Some recharge interfaces will also check "automatic renewal" by default, especially for elderly consumer users, who renew in confusion without being familiar with the operation.
Consumers' right to know and choose is difficult to guarantee.
Operator of micro-short dramas.
The rights of consumers should be respected.
The Jiangsu Provincial Consumer Protection Committee appealed that micro-short dramas are currently in the forefront of the industry, and they should cherish their own development soil. Practice has proved that micro-short dramas can also be small and fine, small and beautiful, and the operator should:
Establish correct values and output positive products to consumers
Respect the rights of consumers, and abandon the profit model of fishing for quick success and quick profit.
Consumers of all ages can have their own "dopamine" consumer products, and the elderly are no exception. On the basis of respecting the consumption wishes of the elderly, in addition to the conscious performance of obligations by operators, it is also necessary to make efforts from all parties such as legal supervision, social supervision, and child companionship to create a safe and comfortable environment for the elderly to "surf the Internet".