On the afternoon of December 23, Tencent Microvision announced today in Beijing that it will officially launch a micro-series, and cooperate with China Reading Group, Tencent Animation, Tencent Games, etc. on IP. In 2021, Tencent Weishi will invest 1 billion in funds and 10 billion in traffic to support the development of the micro drama business. At the same time, Tencent Microvision also announced the official launch of the flagship production of 1-3 minute vertical screen serial micro-series “Mars Xiaoju”, and the support plan for boutique micro-series “Mars Project”.
Tencent Weishi defines micro-drama as “a vertical-screen drama series launched by Tencent Weishi, with a single episode of 1-3 minutes and a continuous plot”. Li La, deputy general manager of Tencent’s short video community product department, said that in 2021,
Tencent Microvision will focus on the micro-drama track to provide adequate support for the construction of the content ecosystem under the micro-drama track. Tencent Weishi has launched the “Weishi Casting” channel, which combines micro-series to open online casting for all users; at the commercial level, Tencent Weishi has enriched the profit model of creators from advertising and user emotional payment.
In addition, Tencent Microvision also announced that it will cooperate with China Reading Group, Tencent Animation, and Tencent Games to open up Tencent’s content ecology and deploy micro-series content in multiple dimensions. For fine micro dramas, Tencent Microvision launched the support program “Mars Project”. The specific rules include the main vertical screen serial micro dramas adapted from IP, which will support creators from four perspectives: IP opening, financial support, traffic support, and product assistance.
At the same time, Tencent Microvision will provide financial support for original and high-quality creators, in the form of a guarantee plus a flow bonus, for example, 50 episodes of content can receive a guaranteed income of 300,000 yuan, and additional incentives will be obtained based on the amount of traffic the work gets.
Tencent Microvision will continue to iterate its products and help it expand its gameplay through one-click screen clearing, quick selections, and pop-screen chat. Finally, Tencent Microvision will also closely connect content creators and users by opening up private domain traffic. For example, create a dedicated fan group for different works, allowing creators to communicate directly with the audience, get feedback in time, and increase fan stickiness.
From the beginning of 2020, Tencent Weishi has already experimented with micro-dramas. The series of “Psychic Concubine” it launched was adapted from the IP of the same name from Tencent Animation. Tencent Microvision also announced that during the Spring Festival, it will launch the “earth flavor” country idol drama “Iron Pot Love Stewed Candied Calabash”, starring famous actors Tang Jianjun and Cao Tongrui, who have starred in “Country Love” “Xie Guangkun” and “Xie Tengfei”.
Adapted from Tencent Game Tianmei Studio’s national mobile game “Everyday Love Elimination”, the heating healing micro-drama “Eliminate!” Troubles, the first anchor on the entire network to develop a miniseries “Sisters on the Head”, and “Like a Dream” adapted from Tencent Animation’s IP of the same name.
